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Marketing Eye Blog Articles
Five years ago, I was invited to play in a Pro-Am on the Gold Coast, and as a casual golfer, realized that I needed some coaching to ensure that I didn't embarrass myself.
Published in Management
Marketing Automation - Why small businesses need to get onboard
Oct 25, 2013 Written by Mellissah Smith
Marketing automation has the fastest growth of any CRM-related segment in the last five (5) years and there is a reason why. Senior management have been desperate for years to have a clear picture of sales pipeline performance, which until marketing and sales automation came along, was unheard of - in a real sense. There were many inferior solutions in the market, but none that really hit the nail on the head quite like marketing automation.
Interestingly, after speaking with a number of marketing automation vendors in the past few weeks, it has become apparent that there is one clear contender for the top marketing automation spot - and that is Marketo.
Interestingly, after speaking with a number of marketing automation vendors in the past few weeks, it has become apparent that there is one clear contender for the top marketing automation spot - and that is Marketo.
Published in Small Business Marketing
I saw an invitation today to attend a masquerade ball in Toorak on 1st November, 2013.
Everyone looks a masquerade ball! The opportunity to dress up and be a bit mysterious is just too alluring. I have quickly rung up a group of my friends and put a table together. While there are heaps of events to go to at this time of year, I would much prefer to save myself for the Black Velvet Masquerade Evening at Lincoln of Toorak, than make it all the way out to the track where I need to toss a coin as to whether it will rain, be cold or be so hot that I end up with third degree burns.
It took me a few minutes to realise that this ball is all for a good cause. While Cancer and Mental Health causes are very popular, its the one's that fall down the way-side that really need our help.
Epilepsy is dear to my heart. Growing up with a brother that has epilepsy brings back some raw memories of how much this disease affects people's lives and ability to live in normal society.
There are 225,000 Australian's living with epilepsy and more than 50 million people worldwide are expected to be diagnosed with epilepsy at some stage in their lives.
For those who have not been able to learn about the pitfalls of epilepsy; it is when the seizures are unprovoked and recurrent - in other words, happen more often than once.
It has a profound social, physical and psychological consequence and people living with epilepsy live in fear that it could happen anywhere, anytime. Medication is the only option but is full of side-effects, directly affecting a persons quality of life.
So, if you can get a few friends together and want to support a good cause put on by Epilepsy Foundation of Victoria, then get a table together with some friends and help raise some valuable funds for research into epilepsy. DJ Grant Smillie is playing (Awesome!!!) and he is supported by Nick Foley and WOOHAH DJ's. It's only $60 - cheaper than a ticket to the races and much more worthwhile.
SAVE THE DATE: November 1,2013
TIME: 7.30pm-2.00am
PRICE: $60
According to the World Health Organisation, epilepsy is the world's most common serious brain disorder. Let's support helping this worthy cause.
Published in Mellissah Smith
JWT in Atlanta hosted their second CLEVER : Ideas made kinetic breakfast seminar this week with leading mobile marketing expert, Brent Hieggelke of Urban Airship as keynote speaker.
The presentation on "How 10 Brand Leaders Are Redefining Their Customer Relationships" talked to the crowd of about 30 or 40 people on how important it is for marketers to take mobile marketing seriously.
According to the invite;
"Mobile now sets the bar for brand relevancy, and Urban Airship is leading the shift from interruption-based marketing strategies to personalized, invitation-geared messaging."
Brent Hieggelke, a man that clearly knows what he is talking about, pulls from years of research done by his firm on best-practices for employing digital wallets, apps, location data, and targeted customer insight to drive meaningful, and profitable, brand engagement.
"Top power brands aren't just building consumer connections, they're redefining the context."
If you think about it, as Hieggelke says, your customers are spending 80% of their time on mobiles or smart tablets and they love apps. As much as consumers download apps, their attention spans are short, so its highly likely that after 30 days, they will delete it and be onto the next best thing, namely because smart phones have limited real estate.
What apps allows B2C marketers to do is forge a direct relationship with the consumer and understand them at a level that has never been available to do so before. By downloading an app, customers are giving you permission to access data on them so that you can tailor your message to the end-user and ensure that you are one-to-one marketing at every touch point.
Hieggelke gave 5 key points at the presentation as to what to consider when using mobile marketing. Here are 3 of them:
1. Create a real utility for the customer. For example; news
2. Location is the the mobile game changer - you can now do push notifications based on what location the consumer is at, enticing them to buy or experience things in close proximity.
3. Not every push deserves a shove. Sometimes a push notification can be taken the wrong way by a consumer and the damage of that is that within seconds, your "shove" may mean that you go viral on twitter or other social media platforms.
Mobile is a marketing mind shift and its notable that cuotmers love their mobile devices and use every available minute to look at them. How often have you been out of drinks with friends to find that the conversation has stalled because everyone is checking their mobile phones or that while you are waiting for the restroom, instead of just standing in line, you are quickly checking your messages or getting an update on the news?
So, developing a mobile app strategy is no longer something that "others" do, but a marketing platform that every business whether you are B2B or B2C needs to think seriously about.
To prepare for the mobile mind shift, your mobile strategy needs to evolve and it must centralize around the consumer and what their needs, likes, wants and desires may be.
The presentation on "How 10 Brand Leaders Are Redefining Their Customer Relationships" talked to the crowd of about 30 or 40 people on how important it is for marketers to take mobile marketing seriously.
According to the invite;
"Mobile now sets the bar for brand relevancy, and Urban Airship is leading the shift from interruption-based marketing strategies to personalized, invitation-geared messaging."
Brent Hieggelke, a man that clearly knows what he is talking about, pulls from years of research done by his firm on best-practices for employing digital wallets, apps, location data, and targeted customer insight to drive meaningful, and profitable, brand engagement.
"Top power brands aren't just building consumer connections, they're redefining the context."
If you think about it, as Hieggelke says, your customers are spending 80% of their time on mobiles or smart tablets and they love apps. As much as consumers download apps, their attention spans are short, so its highly likely that after 30 days, they will delete it and be onto the next best thing, namely because smart phones have limited real estate.
What apps allows B2C marketers to do is forge a direct relationship with the consumer and understand them at a level that has never been available to do so before. By downloading an app, customers are giving you permission to access data on them so that you can tailor your message to the end-user and ensure that you are one-to-one marketing at every touch point.
Hieggelke gave 5 key points at the presentation as to what to consider when using mobile marketing. Here are 3 of them:
1. Create a real utility for the customer. For example; news
2. Location is the the mobile game changer - you can now do push notifications based on what location the consumer is at, enticing them to buy or experience things in close proximity.
3. Not every push deserves a shove. Sometimes a push notification can be taken the wrong way by a consumer and the damage of that is that within seconds, your "shove" may mean that you go viral on twitter or other social media platforms.
Mobile is a marketing mind shift and its notable that cuotmers love their mobile devices and use every available minute to look at them. How often have you been out of drinks with friends to find that the conversation has stalled because everyone is checking their mobile phones or that while you are waiting for the restroom, instead of just standing in line, you are quickly checking your messages or getting an update on the news?
So, developing a mobile app strategy is no longer something that "others" do, but a marketing platform that every business whether you are B2B or B2C needs to think seriously about.
To prepare for the mobile mind shift, your mobile strategy needs to evolve and it must centralize around the consumer and what their needs, likes, wants and desires may be.
About Ideas Tools : JWT Atlanta
CLEVER is a JWT Atlanta art, performance and insight series revolving around leading innovators, independent thinkers and creative visionaries. CLEVER is ideas made kinetic.JWT Atlanta
Inspired by collaboration and innovation, JWT Atlanta operates an integrated suite of strategic, creative, digital, technology, media, production and analytics services. We rely on data and strategy and daily multidisciplinary collaborations to identify and quickly take advantage of opportunities for growth within our client partners; markets and categories. Published in Small Business Marketing
If you can't beat them - join them.
I am not sure about you, but I have often been completely dumb-founded by the way some employees believe the world revolves around them and working for an organization isn't a two way street. I am sure every entrepreneur and business owner can attest to having at least thought this at some point in their business life.
The truth I have learnt - the hard way, I might add - is that all employees have employers up against the wall.
We all know:
I am not sure about you, but I have often been completely dumb-founded by the way some employees believe the world revolves around them and working for an organization isn't a two way street. I am sure every entrepreneur and business owner can attest to having at least thought this at some point in their business life.
The truth I have learnt - the hard way, I might add - is that all employees have employers up against the wall.
We all know:
- It's easier to work with what you have and less costly then employing someone new
- Hire slowly, fire fast
- One negative person can cause a virus
- Performance is linked to employee happiness
- Some employees feel "entitled" and there is nothing you can do about it other then put bandaides on it
Published in Management
Last night I caught up with my good friend, recruiter Michelle Fish, a new friend Chocko Valiappa and a couple of other people.
As we sat down and enjoyed a bite to eat and a glass of wine, I began to talk to Chocko about Ashrams in India. I have been wanting to go for some time and wanted his insight into which ones were the best to investigate.
Chocko is a spirital man - and although he didn't say as much, I could tell. I gravitated to him and before long we talked about different aspects of spiritality. He then mentioned that he read handwriting. Within seconds I was writing on a napkin hoping that he would pass on some wisdom about myself that would enlighten me.
He said:
"I am level headed and connect well between my head and my heart"
"I need to celebrate my highs more"
"I have discovered myself, but not other people"
As we sat down and enjoyed a bite to eat and a glass of wine, I began to talk to Chocko about Ashrams in India. I have been wanting to go for some time and wanted his insight into which ones were the best to investigate.
Chocko is a spirital man - and although he didn't say as much, I could tell. I gravitated to him and before long we talked about different aspects of spiritality. He then mentioned that he read handwriting. Within seconds I was writing on a napkin hoping that he would pass on some wisdom about myself that would enlighten me.
He said:
"I am level headed and connect well between my head and my heart"
"I need to celebrate my highs more"
"I have discovered myself, but not other people"
Published in Management
A few years back, I heard of a character called Hannah Montana from one of my nieces who desperately wanted her album. I couldn't be bothered going out to buy it, so I simply gave her money so she could do it herself. Sitting in the car, she sang songs from Hannah Montana, mimicking her teenage idol.
All fairly harmless stuff - after all, Hannah Montana was a Disney brand, wholesome and pure that teenage girls the world-over could relate to.
Then something happened. She grew up. From teen idol to woman and that's where it all began.
Like Madonna before her, and Kylie Minogue for that matter, Miley Cyrus, the former sweet teenage girl that played Hannah Montana wanted to evolve her brand image and take it to the next level. If she would have kept up the wholesome image, it probably would have ensured that her brand diminish over time. Instead, she reinvented her brand. First it started with a number of selfies in proactive poses creating headlines. Then it was the picture of her smoking pot which I would imagine was not by accident - instead just part of a brand evolution.
All fairly harmless stuff - after all, Hannah Montana was a Disney brand, wholesome and pure that teenage girls the world-over could relate to.
Then something happened. She grew up. From teen idol to woman and that's where it all began.
Like Madonna before her, and Kylie Minogue for that matter, Miley Cyrus, the former sweet teenage girl that played Hannah Montana wanted to evolve her brand image and take it to the next level. If she would have kept up the wholesome image, it probably would have ensured that her brand diminish over time. Instead, she reinvented her brand. First it started with a number of selfies in proactive poses creating headlines. Then it was the picture of her smoking pot which I would imagine was not by accident - instead just part of a brand evolution.
Published in Marketing
From Marketing Eye's website, we had a lead last month from Industrial Maintenance Group. They were interested in our industrial marketing expertise and were looking for a refresh of their brand and website, as well as ongoing marketing.
Industrial marketing is very different to traditional business to business marketing. It is very important to think about who is receiving everything from a business card through to a direct mail piece or a visit to your website.
When we looked at Industrial Maintenance Group, we realized that they stood out in the industry. The owner, Wes Schollian, works on the tools while his senior management team does most of the business side of things like bringing in new clients and marketing.
The reason Wes does this is to ensure that the best possible job is done every single time for his clients.
Our job is to get this act of "precision" out into the market place and communicate why Industrial Maintenance Group is the number one choice for fabrication, industrial services, recycling services and the purchase of balers, screw conveyers and recycling equipment.
Industrial Maintenance Group Brand
Marketing Eye's brief was to create a brand that ignites the sense of perfection in the fabrication, industrial maintenance and services, and recycling products and services.
Published in Small Business Marketing
Waking up in Atlanta this morning was pure bliss. I literally woke up smiling and from that moment onwards things couldn't get better.
The reason was simple. I realized that my life is not boring - it's just one big, exciting adventure.
#24yrold said to me yesterday when I was a bit down in the dumps, "Your life is not boring - every day is different."
She is right. Every day is different and if every day was the same, I would be bored mindless. It goes the same with people that you hang around with - if every person was the same, than life gets a bit dull - doesn't it?
The reason was simple. I realized that my life is not boring - it's just one big, exciting adventure.
#24yrold said to me yesterday when I was a bit down in the dumps, "Your life is not boring - every day is different."
She is right. Every day is different and if every day was the same, I would be bored mindless. It goes the same with people that you hang around with - if every person was the same, than life gets a bit dull - doesn't it?
Published in Management
There are so many Apps around today, that it is hard to know which one's to download and take up space on either your smart phone, tablet or computer.
As a marketing agency, we use a number of "must have" apps to ensure that we are regularly monitoring our clients performance online and ensuring that we are abreast of their competitors movements, campaigns and conversations as well as leveraging industry news and developments to bring their brands to the forefront.
While we continue to grow audiences, increasing our clients brands within the circles in which they trade, it becomes increasingly important to utilize Apps that cut-through the clutter and help ensures that we don't waste time on social media where possible.
Here are 8 of the most efficient analytical Apps that Marketing Eye uses:
1. HootSuite: If you don't use this, then you have not only been hiding under a rock, but you are missing a valuable tool. HootSuite is a social media management solution that enables teams to collaborately execute social media campaigns across multiple platforms from one single view point - a dashboard. HootSuite includes audience identification tools, the ability to streamline workflow and customize reporting. It is perfect for managing Twitter accounts.
As a marketing agency, we use a number of "must have" apps to ensure that we are regularly monitoring our clients performance online and ensuring that we are abreast of their competitors movements, campaigns and conversations as well as leveraging industry news and developments to bring their brands to the forefront.
While we continue to grow audiences, increasing our clients brands within the circles in which they trade, it becomes increasingly important to utilize Apps that cut-through the clutter and help ensures that we don't waste time on social media where possible.
Here are 8 of the most efficient analytical Apps that Marketing Eye uses:
1. HootSuite: If you don't use this, then you have not only been hiding under a rock, but you are missing a valuable tool. HootSuite is a social media management solution that enables teams to collaborately execute social media campaigns across multiple platforms from one single view point - a dashboard. HootSuite includes audience identification tools, the ability to streamline workflow and customize reporting. It is perfect for managing Twitter accounts.
Published in Small Business Marketing
On Friday I flew to New York to see an old friend, mentor and client of mine who was on a business trip for a few days from Australia.
Niall Cairns is someone I met 15 years ago, and his venture capital business was the reason why I relocated my first company Insomnia Marketing and Communication to Sydney. They were raising a fund and I helped out with marketing and public relations activities for both them and some of their investment companies.
They kindly gave me a few seats in their prominent George Street location which was perfect for me at the time. I so loved being in their office that as I expanded, I moved my staff to another location and only popped in to see them every now and again. Possibly not the best business decision but it worked for me at the time and I was only 25 years old, so I had a lot to learn.
Niall Cairns is someone I met 15 years ago, and his venture capital business was the reason why I relocated my first company Insomnia Marketing and Communication to Sydney. They were raising a fund and I helped out with marketing and public relations activities for both them and some of their investment companies.
They kindly gave me a few seats in their prominent George Street location which was perfect for me at the time. I so loved being in their office that as I expanded, I moved my staff to another location and only popped in to see them every now and again. Possibly not the best business decision but it worked for me at the time and I was only 25 years old, so I had a lot to learn.
Published in Small Business Marketing
In March this year, I was at an entrepreneurs conference in Miami and I met Dr Cory M. Lessner. The other people in the group had mentioned that he was a celebrity Doctor, renowned throughout the US for doing more than 30,000 LASIK eye procedures in his long, 30-year illustrious career.
I was interested in speaking to him because in the past few years my eyesight has deteriorated significantly. Although in my case its not hereditory to have problems with eyesight, I seem to have fallen through the cracks.
I have a set of glasses that I never wear. To be honest, in part it's my vanity that is responsible for this, and the other issue I am faced with is that glasses don't feel comfortable on my face. I simply do not like wearing them.
Over the past few years my eyesight has gotten to a stage where I need to wear glasses fulltime. My friends keep telling me to get contact lenses, but having read up on the fact that it is more dangerous to wear contact lenses than it is to have LASIK surgery, I have shied away from investigating further and thus, I have done nothing.
An ex boyfriend had LASIK surgery and he swears by it and a more current flame had the same and he too cannot imagine life any other way.
I was interested in speaking to him because in the past few years my eyesight has deteriorated significantly. Although in my case its not hereditory to have problems with eyesight, I seem to have fallen through the cracks.
I have a set of glasses that I never wear. To be honest, in part it's my vanity that is responsible for this, and the other issue I am faced with is that glasses don't feel comfortable on my face. I simply do not like wearing them.
Over the past few years my eyesight has gotten to a stage where I need to wear glasses fulltime. My friends keep telling me to get contact lenses, but having read up on the fact that it is more dangerous to wear contact lenses than it is to have LASIK surgery, I have shied away from investigating further and thus, I have done nothing.
An ex boyfriend had LASIK surgery and he swears by it and a more current flame had the same and he too cannot imagine life any other way.
Published in Mellissah Smith
25 Ways To Turn a Startup Into A Million Dollar Business in 12 Months
Sep 16, 2013 Written by Mellissah Smith
What started out as a dream became a reality, much faster than I anticipated.
Many entrepreneurs can attest to having a dream or maybe just something on their bucket list that needs to be crossed off. I am one of those people. I have a dream but most importantly for me, an item on my bucket list that needs to be crossed off by a given time frame.
What once was a dirty word to me, the position of entrepreneur in a fast growing, dynamic company is the most exhilarating career choice I could have every made.
What other job has you jumping out of bed at 5am each morning, dressing in a matter of minutes and rushing off to the office to start your day? For that matter, what other job gives you the highs of an entrepreneur and the flexibility to be exactly who you are?
Many entrepreneurs can attest to having a dream or maybe just something on their bucket list that needs to be crossed off. I am one of those people. I have a dream but most importantly for me, an item on my bucket list that needs to be crossed off by a given time frame.
What once was a dirty word to me, the position of entrepreneur in a fast growing, dynamic company is the most exhilarating career choice I could have every made.
What other job has you jumping out of bed at 5am each morning, dressing in a matter of minutes and rushing off to the office to start your day? For that matter, what other job gives you the highs of an entrepreneur and the flexibility to be exactly who you are?
Published in Small Business Marketing
How do you know its time for a rebrand? Yahoo CEO Marissa Mayer tells her story
Sep 09, 2013 Written by Mellissah Smith
Driving back from Hilton Head in South Carolina on the weekend, #24yrold asked me what I thought of the new branding for Yahoo! I hadn't given it much thought and had mainly seen press around the rebrand that was negative - aimed directly at Marissa Mayer.
My thoughts on Marissa Mayer are varied. Firstly, she should be applauded for her career achievements, ambitions and determination to clean up a company of Yahoo!'s magnititude. She is a woman who is held in high esteem amongst most women who want to climb the corporate ladder. The downside of Marissa Mayer is that she comes across as arrogant, dominant and because she makes the hard decisions - not always in good favor with her colleagues.
My thoughts on Marissa Mayer are varied. Firstly, she should be applauded for her career achievements, ambitions and determination to clean up a company of Yahoo!'s magnititude. She is a woman who is held in high esteem amongst most women who want to climb the corporate ladder. The downside of Marissa Mayer is that she comes across as arrogant, dominant and because she makes the hard decisions - not always in good favor with her colleagues.
Published in Marketing
When I am talking successful, I am meaning someone who is really successful. A person who at their disposal, can spend $20 million on a property without blinking an eye lid or pick up their friends and family from wherever they are in the world, in a private jet, just because ... they can.
There are many habits of really successful people - the billionaire type, but here are 5 that come to mind based on my experience in observing their traits:
1. Dominance is in everything they do
They dominate in whatever they do. If they place tennis, only a pro can beat them. If they play golf, it's of 3 or below. If they climb a mountain, its not just any mountain, its Africa's tallest mountain Mt Kilimanjaro or at the very least one of the highest mountains in the world.
In a meeting, they are always two steps ahead of everyone else in the room. They walk in, everyone stops what they are doing and they demand your attention - without saying a word.
If they are doing a business deal, you will always fair better to let them believe they have won, otherwise your head will be spinning at how fast they anilate you in their wake.
2. Family-first - always
Don't every be mistaken the importance of their family. They may have been onto their third or fourth wife, but when it comes to children and their family members, only they can say or do anything that may in any way hurt their feelings or put them in a position that isn't considered first.
3. Discipline across every area of their business and life
They display discipline in everything they do from when they have a conversation, by listening and asking questions first, without talking and playing their cards too early, to setting goals and doing all the steps, working relentlessly to achieve them. They wake up and go to bed at the same time every day and they never let emotion affect any decision they make. They can cut you as fast as you blink an eye lid - because they have trained themselves to understand that "this is business" and you have to do what you have to do.
4. Relationships go way back and are real
They maintain relationships with people that count from their college friends, bankers, suppliers, past employees, key clients and associates. You may not hear from them for a year, but they will make contact even if its just to invite you to their annual Christmas party. They are more likely to remember your birthday, people they have people who help them do so, than your Mother. And if you are doing it tough and you are someone that they respect, they will be the first to lend a hand, go for coffee or find a solution.
5. They don't suffer fools
They don't suffer fools but unlike you and I, they don't make the fool know what they think of them. Instead, they create a divide, so large that the "fool" cannot get within a mile of them. They also in subtle way, ensure that others around them are not bringing them into their sphere.
There are many habits of really successful people - the billionaire type, but here are 5 that come to mind based on my experience in observing their traits:
1. Dominance is in everything they do
They dominate in whatever they do. If they place tennis, only a pro can beat them. If they play golf, it's of 3 or below. If they climb a mountain, its not just any mountain, its Africa's tallest mountain Mt Kilimanjaro or at the very least one of the highest mountains in the world.
In a meeting, they are always two steps ahead of everyone else in the room. They walk in, everyone stops what they are doing and they demand your attention - without saying a word.
If they are doing a business deal, you will always fair better to let them believe they have won, otherwise your head will be spinning at how fast they anilate you in their wake.
2. Family-first - always
Don't every be mistaken the importance of their family. They may have been onto their third or fourth wife, but when it comes to children and their family members, only they can say or do anything that may in any way hurt their feelings or put them in a position that isn't considered first.
3. Discipline across every area of their business and life
They display discipline in everything they do from when they have a conversation, by listening and asking questions first, without talking and playing their cards too early, to setting goals and doing all the steps, working relentlessly to achieve them. They wake up and go to bed at the same time every day and they never let emotion affect any decision they make. They can cut you as fast as you blink an eye lid - because they have trained themselves to understand that "this is business" and you have to do what you have to do.
4. Relationships go way back and are real
They maintain relationships with people that count from their college friends, bankers, suppliers, past employees, key clients and associates. You may not hear from them for a year, but they will make contact even if its just to invite you to their annual Christmas party. They are more likely to remember your birthday, people they have people who help them do so, than your Mother. And if you are doing it tough and you are someone that they respect, they will be the first to lend a hand, go for coffee or find a solution.
5. They don't suffer fools
They don't suffer fools but unlike you and I, they don't make the fool know what they think of them. Instead, they create a divide, so large that the "fool" cannot get within a mile of them. They also in subtle way, ensure that others around them are not bringing them into their sphere.
Published in Mellissah Smith
