Published on www.eonetwork.org and written by Nick Nichols.
The global financial crisis may have many business owners running scared but, according to marketing dynamo Mellissah Smith, it could cost them dearly.
An EO Melbourne member and the Founder and Chief Executive of Marketing Eye, Smith said defensive strategies in these troubled times were gifting valuable customers to more aggressive competitors.
“I think the current global downturn creates opportunities for lateral-thinking business owners.”
Smith agreed businesses needed to trim the fat from expenses.
“Cutbacks in this environment are inevitable, and marketing staff are always on the firing line.”
But she warned that ill-conceived cutbacks could prove costly in the long term.
Published on www.smartcompany.com.au on 12 February 2014 and written by Brendon Booth.
The LinkedIn function ‘people you may know’ recently popped up on my screen displaying a guy I had worked with back before I started pbHC. It was pretty strange that we weren’t already ‘linked’, as we had nearly 300 connections in common, but I dutifully clicked on his profile and had a look to see where he’d ended up.
Just as I was about to send a connection request, I noticed something strange. At the firm we’d both worked at, his title wasn’t listed as ‘consultant’ (as we both had been) but rather something like ‘director of recruitment in commodities, energy and sustainability’.
Clever marketing can help small businesses attract and retain the perfect customers and ultimately help grow the business significantly.
Carys Foster, senior marketing manager with Deloitte Australia, says in order to develop an effective marketing strategy a company must have clear core values, and know what the brand stands for.
Marketing "can give you a clear direction for your brand proposition to ensure you are consistent with how you communicate and behave with customers," she says.
"Ultimately it should help you to grow your business in the right direction."
