Marketing Blog

Marketing Blog

Mellissah Smith

Mellissah Smith

Mellissah Smith is a marketing expert, author, writer, public speaker and technology innovator. Having worked with more than 300 companies across technology, medical device, professional services, manufacturing, logistics, finance and health industries, Mellissah has a well-established reputation as an experienced marketing professional with more than 20 years experience. As the founder and managing director of Marketing Eye, she has taken the company from startup to a multi-million dollar enterprise with offices in Australia and the US. Mellissah is also the Editor in Chief of Marketing Eye Magazine, a quarterly magazine that cover marketing, entrepreneurship, travel, health and wellbeing. #mellissah #marketingeye
Sometimes, life doesn't go as planned. And that is ok.

As we continue to embark on the journey of life, we will experience it in it's enormity. Sometimes we will be so happy, we will literally want to pinch ourselves. Other times, we will be grateful and know that we are lucky to be in the position in life that we are in. There will be times where we will be sad and disheartened, but those, we hope will be few and far between. They will only help us build character and learn what we want out of life and what we do not.

I have had a few days of being disappointed by someone else's actions. But that's ok. They are living their life and I am living mine and at the end of the day, it's their life to live and we can only choose our own paths and learn the lessons we need to learn from our own experiences.
Wednesday, 25 July 2012 13:59

Dolce and Gabbana Billboard Italy

I couldn't help but reminisce about the movie with Julia Roberts as a photographer in Step Mom. Do you remember the shoot where the fat, short catering guy is surrounded by beautiful models?

This billboard caught my attention. Very stylish, just like the product. I loved where this Dolce and Gabbana Billboard was positioned in the Milan Airport. What do you think?
Wednesday, 25 July 2012 13:56

Prada Eyewear Billboard Milano Airport

Travelling from Milan to Australia via Dubai on Emirates the other day, I noticed this billboard. Literally, hundreds of people looked up at it and stared. Amazing impact. What do you think?
It's an interesting concept. Does your lack of trust hold you back in business? You may ask me "what do you mean by that?"
Ever wondered why people soak up every word that a truly successful person says? Or why, they seem to do less talking than the person engaging with them in conversation?

Successful people are unique. They don't need to buy a Ferrari (or any other car like this - if you get my gist)  to show that they have money, nor will they order the most expensive wine in a restaurant. They typically do not wear obvious designer briefs and they never tell you how good they are or what accomplishments they have made.

Instead, they listen attentively, ask questions and put the spotlight on others.


Someone who is successful and I am talking in the upper echelons of success (i.e. billionaires or at least with 50 million bucks in the bank), are bespoke. Instead of telling you how great they are, they are happy to find out about you and what makes you unique or special.

In my time as an entrepreneur, I have met some of the most amazing people from every imaginable walk of life. I have been fascinated by success and revolted by people who are flashy (and tacky) or who desperately are looking for people to notice them. I always wonder why some people behave like they do and yet the people who really have a few notches on their belts in the success department, stand tall and say very little.

I learnt early on when I first met some seriously successful people that I would walk out of a room and know nothing about them, but somehow I spilled the beans on every aspect of my life. They have an art for asking the right questions, making you feel very comfortable with them and almost familiar rather than a stranger they met five minutes ago.

Successful people also talk slowly. Have you ever noticed that? I am not sure whether that is good education, or that they process what they say and choose their words more wisely.

I have also observed that successful people never put others down. Instead, they support, encourage and promote people that they believe in or have crossed their paths. They happily give up time to speak to people they deem worthy of a conversation, not based on how successful or important they are, but because they are worthy of their time.

Another thing that I have noted about successful people of all ages and that is that they never check their mobile phones when they are talking to you and they don't have facebook accounts. In fact, they don't waste time on things that are not conducive to giving them a better life or improving their knowledge or status quo.

And last but not least, many of the people that I have met that are successful are charismatic. They have an inner confidence and exude strength and positioning. But it is funny that when you actually get to know these people, this intimidating factor is diminished through familiarity and they become just like you and me.
Retailers that have not adopted a strategic social media strategy that has as much weighing in their marketing budget as their traditional media spend, are at risk of not only losing marketshare but also staying alive as a business.

Retailers were slower to discover the benefits of using bloggers and affiliate sites to reach their target audience, but those who have taken seriously the trend that has absorbed the world in the past five years of social media engagement are seeing a lower cost marketing platform that is complemented by a more loyal and trusted customer base.
Sunday, 22 July 2012 16:21

50 Shades of Marketing

I have a conspiracy theory relating to the latest blockbuster novel "50 Shades of Grey".

If you have spent any time at all reading any of the three novels in the series, you would realize that other than a basic storyline, it is all about porn. Albeit soft.

1.5 million people have already read this book. I have read it. My friends have read it. It is addictive and completely trashy, but let's face it - women love this type of stuff. Look at how successful Mills and Boons was and still is.

My theory though, having read two of the New York Times Bestseller Trilogy series, that the book was commissioned by a large chain or perhaps online sex store. Bare with me as I explain...

There is little storyline other than the fact that there is three families in the Trilogy and the main characters are Christian Grey and Anastasia Steele. At least nine-tenths of each book is just about sex and in particular, S&M.

50 Shades of Grey Trilogy

The books are not even particularly well written but their descriptive blows on sex with whips, blind folds, kinky toys and alike is like opening a window for housewives around the world to get excited about sex again and go out and try a few different positions with the aid of a few toys.

Adultshop.com has recorded a 40 percent increase in sales. Any shop selling grey ties, has without doubt, sold out. And sex shops around the globe are selling out of any props or toys discussed in the 50 Shades of Grey. This, I believe, is no accident. On top of that, the twitter accounts for Anastasia Steele and Christian Grey are followed by millions and if you follow them, they will follow you back. If you ask them a question, they will answer in character.

It's marketing. Now, I could be wrong, and a genius marketer may not be behind it, but I really doubt that that is the case.

No different to episodes in sex in the city about the "rabbit" or any other shoe or dress design that Carrie saw fit to wear, a product can sell out just by a sheer mention on television, in a movie, online and in books.

Do you think that 50 Shades of Grey is a commission or a naughty author obsessed in S&M?
Friday, 20 July 2012 05:04

How to wear success on your sleeve

Success means different things to different people. I have said this before in my marketing blogs and I will say it again. To some, it means having a happy and healthy life. Others, it means how much money they make or how the world views their achievements. For me, it is something that I am completely unsure of.

To be honest, I am told often that "I am successful". But the reality is that I don't feel successful. It's a benchmark that for me, I am yet to achieve.
It's been a windy road to get to where I am today. Sitting in front of my computer, going through literally hundreds of emails and sending off replies like I am in some kind of maniac rush.

Expansion isn't easy. Don't get me wrong - everyone has been supportive, but I have had to pull inner strength from places I never knew existed. You see, when you start a business at 25, there is no such thing as fear. You have nothing to lose. I had nothing to lose to be more precise. Blessed with a wonderful partner at home at the time, I was fully supported and encouraged to go out there and give it my best. And that I did.
Thursday, 12 July 2012 07:28

The coffee shop entrepreneur in Atlanta

A moment to spare between meeetings and a laptop in hand, there is only one place to go.

Caribou Coffee Shop on Peachtree Street in Buckhead Atlanta.

As I ask for a coffee with skim milk, they ask my name. Not too dissimilar to a Starbucks Coffee shop but for some reason, I like the coffee more and I love that it is conveniently located near where I am staying.
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