Effective branding plays a pivotal role in establishing market leadership and communicating a company's value proposition especially in the transportation sector where customers see the brand in shipping yards and on the road. Melbourne Container Transport, under Jodie Lightowler stewardship, after years of limited branding investment, she recognised the need to recalibrate its marketing and branding strategies.
Marketing Strategy Blog - Guest Blog
Certain times of the year bring extra traffic for websites and businesses, creating the need for a fresh, exciting, and appealing approach to marketing. It's no wonder there is a surge in flower sales on Valentine's Day or an increase in turkey sales during thanksgiving. During seasonal transitions or the holidays, seasonal marketing creates a unique feeling of excitement and fear of missing out for customers worldwide, leading to encouraging actions, like purchases.
With so many businesses having opted to move their operations online, it is unsurprising to see that the online market has experienced a bit of a boom. The events of the pandemic might have ushered the change but in many ways, it seemed like it was something that was going to happen eventually anyway. Here's why.
Coming into the marketing world as a university graduate, I knew what an EDM, open rate and click through rate was, but didn’t quite understand how it all worked. Last week I got a pleasant surprise when I went to analyse two EDMs sent out for a client and saw a whopping 63.6% open rate and 6.1% click through on one, and a 55.2% open rate and 13% click through on the other. I was shocked. I started checking everything, thinking I had somehow made a mistake and only sent it to a small database, or was looking at the wrong numbers. No, it was legit.
Women, you are good enough. In fact, you are more than that. You now have the power to be anyone you want to be, and the most important person you should want to be is you.
Watching women in high profile positions spruik their feminism ways, should not be the "lessons" you learn about feminism and Saturday's Royal Wedding was a clear reminder of that.
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Watching women in high profile positions spruik their feminism ways, should not be the "lessons" you learn about feminism and Saturday's Royal Wedding was a clear reminder of that.
89 days, 16 countries, 6 different languages and a lifetime experience. It's safe to say these past three months were nothing short of an absolute blast, but travelling was honestly more than that, it was an incredible lifetime opportunity filled with lessons and one of kind experiences one can only imagine.
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I walked out of the doors from my internship at Marketing Eye Sydney for the last time today. I could feel a small lump in my throat as I entered the elevator, pushed the button to the ground floor, and finally walked through the automatic glass doors onto William St, Woolloomooloo.
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Catalyst, a non-profit organisation providing research services into women in the workforce recently reported that females made up only 16.3% of CEO positions and 34.1% of senior management positions in 2016.
Being a young woman with high hopes in business and seeing these kinds of statistics is both disheartening and motivating. On one hand, it pushes you to think “I can do this, I can really make a difference”, then some days you see the number of male figureheads of a company or even the country, shake your head and wonder if it’s worth it (pro tip: it is).
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Being a young woman with high hopes in business and seeing these kinds of statistics is both disheartening and motivating. On one hand, it pushes you to think “I can do this, I can really make a difference”, then some days you see the number of male figureheads of a company or even the country, shake your head and wonder if it’s worth it (pro tip: it is).
It's that time of year where even I am reflecting on the year that has passed and the one I am about to have. My family Christmas is being replaced with a trip to Aspen, skiing the festive season away in a winter wonderland where both exercise and a lot of time to think are part of the parcel.
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NOTE: This blog is a guest feature written by our Marketing Eye Atlanta office.
The other day Marketing Eye Atlanta, as a team, decided to take the Myers Briggs personality test. What an eye-opening experience this was for all of us. We came to the conclusion is that our team is very diverse. Before taking the test some personality traits were obvious, but others were hidden talents that had not been discovered until completion of this test. Not only was the test great for gaining more insight into our co-workers personalities but it was valuable for personal reflection.
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The other day Marketing Eye Atlanta, as a team, decided to take the Myers Briggs personality test. What an eye-opening experience this was for all of us. We came to the conclusion is that our team is very diverse. Before taking the test some personality traits were obvious, but others were hidden talents that had not been discovered until completion of this test. Not only was the test great for gaining more insight into our co-workers personalities but it was valuable for personal reflection.
Before I hit the ‘apply’ button to become one of Marketing Eye’s interns, I familiarised myself with the marketing company through reading this blog. Half way through the first post, which was written by Mellissah herself, I stopped for a brief moment and thought to myself: ‘Hang on, this sounds rather familiar… This sounds A LOT like something I would write.’ Like Mellissah, I had always envisioned myself as an entrepreneur because I enjoyed the idea of working for something I believed in, which was a difficult standard to meet if you worked for someone else or another company. I was able to relate to Mellissah’s posts on a personal level, which was something I had not expected from a marketing blog. I only learned later that we owned the same pair of Tiffany & Co. glasses!
It occurred to me that Mellissah and I had rather similar personalities – both perfectionists, visionaries, intuitive, idealistic and determined. Of course, similar people would be attracted to the same jobs. That was expected. What I hadn’t expected was to experience this first-hand. It had made me question my individuality, but more importantly, meeting Mel helped me confirm that marketing was an achievable career choice for me.
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It occurred to me that Mellissah and I had rather similar personalities – both perfectionists, visionaries, intuitive, idealistic and determined. Of course, similar people would be attracted to the same jobs. That was expected. What I hadn’t expected was to experience this first-hand. It had made me question my individuality, but more importantly, meeting Mel helped me confirm that marketing was an achievable career choice for me.
In Malcolm Gladwell's book The Tipping Point, he popularised the theory of The Two-Step Flow of Communication (Lazarsfeld & Katz, 1955)1 by explaining how innovation and information is spread in a two-step flow, from mass media to influencers - and then onto the masses via the influencers. Gladwell renamed this theory ‘The Law of The Few’ and colourfully reworded it as, "The success of any kind of social epidemic is heavily dependent on the involvement of people with a particular and rare set of social gifts (the ability to influence others)".2 If you can overlook the blatant plagiarism, Gladwell must be congratulated for bringing the principles of the original theory back into the mainstream almost 50 years after its original publication, at a time when understanding influencers is more important than ever (if you're in marketing or politics).
It’s been a while since my last post when I decided to ditch my un-planned plan of travelling, chilling out, having some ‘me time’ (as the self help books would put it) and taking a breath. Let me tell you; I’ve been taking a lot of deep breaths in the last couple of months (into a paper bag at times) and it’s not that I haven’t thought about posting it’s just, well, I haven’t quite known how to articulate what’s been going on.
‘Every risk is worth taking as long as it’s for a good cause and contributes to a good life’ Sir Richard Branson
