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
Thursday, 02 February 2012 10:42

A fresh start to 2012

I don't know about you, but my year started fairly ordinary. I had the worse New Years' Eve I can remember for some years, and then the next few days followed suit. It just kept on going on. I was in unfamiliar terriority so I couldn't really vent my frustration or the fact that I had a strong distaste for the continual negative elements that kept creeping into what had been a 'perfect' life.  In fact, I cannot say whether or not I have had a worse start to a year before and given that I tend to put so much hope in starting a new year - it was a tad disappointing. Actually, it felt quite soul destroying and as a fairly positive person, that's saying something.

We all have expectations and big occasions like New Years' Eve don't help. Isn't that the date for the most suicides and I am sure it is the same date that sends people to Xanax or whatever their choice of anti-depression drugs might be? To me, it is suppose to be about a fresh start to the year and full of positivity. Unfortunately it wasn't the case and as much as I willed for good fortune and happiness to surround me, it did not occur quite like I would have wanted it to. I had such high expectations that fell apart fairly fast and furious over the new year but to sit here and continually complain would not be conducive to anyone or anything. After all, there are people starving in the world and I am worried about my expectations not being met on an occasion which is just a great excuse to drink too much champagne and surround yourself with people that you may not ever see again or may only see again next year.

Instead of having a 'fresh start to 2012', I was bombarded with a failing in circumstances and my expectations of what life should be and how others should behave fell down quick smart.
When you are a small business, it is hard to find money just to pay the bills most of the time, let alone invest in team bonding or outsourced employee development.

I know that in the first couple of years of business, other than some hands on training from moi, my team received little if any outside training to develop their skills and capabilities as marketing consultants.

They were expected (sadly, this was the case) to research and find their own path to developing their careers as marketing consultants and were expected to use market research and the Internet as resources to learn about small businesses and the challenges they go through on a day to day basis.
Wednesday, 01 February 2012 11:12

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I can't sleep. Too much is going through my mind. I toss and turn all night long and wake up in the wee hours desperate to fall back asleep again, but not able to because I am thinking too much.

It's a problem that many small business owners face time and time again. I am no different.
What does your overarching marketing view look like? Have you written it down? Have you communicated it to your team? Do you have tactical marketing activities around your marketing strategy?

My view yesterday was pretty fantastic if you ask me. I was sitting on the couch overlooking one of Australia's most breathtaking views of Palm Beach pondering Marketing Eye's 2012 overarching marketing strategy.

Others might think that if you were sitting looking at the view (as in the picture) you might not be thinking about marketing, and more about how stunningly beautiful the view is, but when you are a small business owner and your business is 'your life', it makes perfect sense to take the opportunity to not only absorb your surroundings, but also, think clearly about your small business.

We are about to hit February - already! Time is flying and there is no time like the present to make sure your small business is in order. The cricket is mid-way. The tennis is over. Australia Day has been and gone. Everyone  is back in the office. Now, there are no excuses to not have your small business marketing program in order.

If you have not already done it - have a 'think tank' or 'marketing workshop' with your team and key stakeholders. Speak to your suppliers and ask them how they would improve your business in today's everchanging market.

Put a marketing strategy in place and get buy-in from your entire team. Video yourself talking about the company vision for everyone to see. Set up an intranet that has 'everything that is marketing' on it from what your brand stands for, your company culture, 2012 marketing activities, press releases and media stories and lead generation campaigns. Be more transparent and engage all your team on a level that they have not experienced before.

Change your view and I am sure your team and clients will change theirs too! It's business critical to your success in 2012.
Monday, 23 January 2012 15:40

How To Have A Long Distance Relationship

I know a thing or two about having a long distance relationship. I've had my share and some, if you know what I mean! Having spent a good part of my thirties choosing to engage in long-distance relationships with people from all over the world, many have come to think that it is inevitable that one day I will wake up and realise what most people have already realised - and that is that it doesn't work.

I am ever the optimist and refuse to be told that something I have engaged in is doomed before it has even began, so like most things, I give it 100 percent and hope for the best.
For many small businesses, the not-so-new marketing technique of QR Codes is just another technology platform that may well be a craze.

Unfortunately, this would be wishful thinking.

QR Codes are here to stay and in 2012 small businesses will find everything from advertisements through to resumes featuring QR Codes alongside brand names sending consumers and customers to websites, video, advertisements, catalogues, contact information, product suggestions and so on.

Only limited by your imagination or that of your creative departments, it is imperative that marketers don't fall prey to this form of marketing without carefully considering their target audience.
Thursday, 19 January 2012 14:39

Is Facebook Sleezy?

Facebook is meant to be for friends. Right?

It disturbs me how many people trawl through facebook and request 'friendships' with people they have never met or have met for 20 minutes in a bar (and are married or in a relationship). Is Facebook a platform for people to become sleeze bags and try and pick up women/men or is it a platform for friendship. Sure, some people don't have a life and spend every waking hour checking if someone has made a comment on their facebook pages in hope that it will make them feel better than they did the minute before.

According to Psychologytoday.com, so many people spend time on facebook because;
1. They are bored at work
2. They are unhappy with their lovelife
3.  There are a narcissist (and/or voyeur)
4.  They desire to 'get along' with people
5.  Their motive is to 'get ahead'

I think facebook has a place and it is to keep in touch with friends and relatives and to touch base with that person who was your best friend in year 7, but a friend is not someone who you don't invite to your house for dinner or pick up the phone to. A friend is someone you really know, not someone that is a distant acquaintance.

In business there certainly is a place for facebook particularly for consumer based marketing where facebook is fantastic or even for events - but that is NOT on your personal facebook account. It is on a business facebook page that clearly communicates what the objective is for the use of this platform.

More than 100 million users access facebook through their cell phones and those who do, access it double the amount of times as someone who accesses it through a computer. There is a real addiction going on to facebook and without doubt there is and always will be social repercussions.

I personally prefer someone to pick up the phone and call me rather than facebook me a message and face-to-face beats everything hands down for those who I care about.
Yesterday, I had lunch with a girlfriend and as girls do, we chatted about everything from fashion to food, travel to our love lives.

It's what girls do. There is no holds bar on any topic when you are sitting in a restaurant or in this case, an authentic Japanese hole in the wall in Atlanta with delicious food.

With so much happening in both of our lives, we had lots to talk about and 5 hours later, after saying goodbye, I still don't think we were done. 

She is a stunning woman, inside and out. A former model and television presenter, she is married to a charismatic, interesting and equally good looking husband. They are very in love and are embarking on the next stage in their lives.

Throughout the day, she constantly referred to her husband and whenever making a purchase or doing pretty much anything - her husband and his likes and dislikes were never far from her mind. It kept a smile on her face all day and after 8 years together, I have to say, that's fantastic.

Most of us have been in love at one stage in our lives and the feeling of putting someone else first is quite special. I love it when you think about that person, your children or animal as it may be, and instantly a smile is firmly planted on your face. It's instant gratification and always puts your whole body at ease immediately. I love this feeling and completely understand why so many of us look to find someone in our lives (or something) to love.

In business, if you love what you do and love your brand... the same goes. When you think about what your brand does for others and it puts a smile on your face - it's a remarkable feeling. Putting your business first and its health and wellbeing is all part of the parcel of being in LOVE with your business.

When you talk about your business, just like when you talk about a person that you love - if a smile immediately overcomes your state, then it must be love. Try it. See if it works!
As I said to a friend of mine the other day, "everyone in small business has been there at one time or another".

If you think that as a small business owner that only you are going through tough times, employees leaving, cash flow issues, stress and sleepless nights - you are fooling yourself.

While you may be going through these things, so too are millions of other small businesses around the globe.
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