Marketing Eye

Thursday, 29 November 2012 23:34

Why creating your own media builds loyalty

While it's no Huffington Post, there is more than 50 stories that are now live on www.marketingeye.org - Marketing Eye's online magazine.

Entrepreneurial stories on people like former Geelong footballer Michael Mansfield, Comcity's Jason Reading, Chris Reynolds from Champion Systems, Ryan O'Hare from Eutility and more.

Thought leaders on leadership, psychology, marketing and social media share their views and experiences. A really great story is on business turnaround specialist Daryl Wright from Bond Street 180 and you will also find a story on famous entrepreneur turn photographer, Tommy Mendes.

In all, its a good read and the best stories are on the entrepreneurs behind the brands. 

I was surprised as I tweeted the website only a couple of times yesterday and we haven't really promoted it while we tweak a few things, and more than 1000 people where on the site last night at 11pm and it was going up at a rapid pace. For a moment, it made me nervous! Creating your own media can bring greater loyalty to your brand, only if it is done right and you have thought through what your audience wants to read about.

If you have a story that you would like to share, please contact us on This email address is being protected from spambots. You need JavaScript enabled to view it..

Tuesday, 27 November 2012 16:08

Why people buy from you

With 2013 fast on approach, we have been spending hours upon hours researching the latest sales and marketing techniques, opinions, case studies and brands.

It's a great time of year because through this research we are exposed to other companies successes and at times failures - all while thinking about what more we can do for our clients.
Thursday, 22 November 2012 16:20

10 Ways To Improve Your Focus

"Blame the fact that you have attention deficit disorder (A.D.D.) or that you are an A-Type Personality - or just blame the fact that you have never been able to concentrate," said a man sitting on the plane next to me as I moved from reading a book, to reading board papers to stretching - all within 10 minutes.

"But if you keep doing that, you will achieve nothing."

I have neither A.D.D. nor do I have a strong A-Type personality (although some people may challenge that), but I do have problems from time to time focusing and for that matter being able to sleep through the night because I am thinking of a hundred things at once.
Published in Management
Wednesday, 21 November 2012 16:41

Should an entrepreneur risk it all?

The Rich 200 list is littered with entrepeneurs who have sold their businesses. 

Someone once said to me that they never wanted to be on that list because there are only two outcomes that derive from being placed on this list: 1. Telemarketers will harrass you for the rest of your life. 2. You will go broke.

Jan Cameron, the founder of successful retail chain Kathmandu knows this only too well. She built her business over 20 years to be the most successful retail business in the outdoor adventure space, selling for a reported $247 million and being placed on the Rich 200 list only to be in BRW today with the journalist reporting that she almost certainly won't be there this year. Why? She sold her business and then after a break decided to get back into the game and invested $80 million into Retail Adventures discount group. Not long after, she had to double her investment to keep the chain alive. Plagued with poor management and a bad company culture, the chain was put in Voluntary Administration in October. 
Published in Management
Tuesday, 20 November 2012 17:47

Linkedin Group Etiquette for Professionals

Often, I post blogs that have been written on this site onto Linkedin Groups that are relevant to either marketing or entrepreneurs.

Most days, I share my experience as an entrepreneur with a growing international business, on the cusp of something that is hopefully "big" but also has hurdles along the way. Many of these hurdles are the best reminders on how to improve business processes and be a better leader and/or marketer, or just to grow a thicker skin.

Yesterday, an obvious up-and-coming competitor posted some quite offensive commentary on a Linkedin Group. I thought for a while as to whether I would just leave it or if it had an impact in the group which affected what the perception of our brand may be. To that end, I had to respond. I didn't get into the nitty gritty, but it was an overarching response. The idea of Linkedin Groups is to share ideas, interact, demonstrate thought leadership on various topics and meet people who may potentially have something worthwhile to say that may a) change your life, b) improve your knowledge, and/or c) give you a good laugh.

There is potential to misuse the Linkedin Groups platform in ways that it is not intended for, like pitching products and services through making comments on other peoples discussions or by putting down an obvious competitor. So here's a "share" from last night:
It's that time of year again and as we all wind down for the festive season, it's time to reflect on the past year and look forward to the year ahead.

Most marketing strategies will be firmly in place for next year, but for those who have left it too late, there are a few things that you need to consider.
Sunday, 18 November 2012 23:04

Who should pay for dinner?

One of my close girlfriends rung me today. She hasn't been out on a date in 5 years because she was married and now newly single, was about to embark on her first dating experience.

She asked,"I am new to this stuff, but I am going on a date tonight to a dinner and a movie and I am not sure what the protocol is with paying."

I asked, "do you like him?" 

She said, "yes, he is a really great guy and I really like him".
Published in Mellissah Smith
Sunday, 18 November 2012 23:02

Join the Marketing Eye team

Marketing Eye is expanding and evolving… and you could be a part of our global growth.

We’re on the hunt for an experienced marketing communications manager to head a team in Melbourne.Because our work is so varied and diverse, we’re taking our time to pick the right person with the right mix of experience across a broad range of marketing skill sets. Our salary packaging is commensurate with experience and passion for marketing, and great performance will be rewarded with bonuses and perks. 
Published in Marketing
Saturday, 17 November 2012 18:03

What's holding you back?

About 18 month's ago, I realized that I had a few unfulfilled dreams. A milestone in age was coming up, albeit a few years away, and all of a sudden I couldn't think of anything other than what I had achieved and what I wanted to achieve, which were becoming two very different things.

What I had achieved was for all to see. I was comfortable with my place in the world. In many people's terms, I had achieved a lot and for me, I didn't really have any major aspirations to achieve more than what I had. Well, at least that was what I kept telling myself. 

Then I received an email. It was from a friend in Dubai and they were touching base with me after a few years of no communication. We hadn't talked for no other reason other than the tyranny of distance and the lack of urgency in making contact. He asked "have you done all the things we had talked about that time we sat up until 3am in the morning, talking about our dreams". I thought back. It dawned on me that I had not. Sure it was 3am in the morning and I may have had one or two glasses of red too much, so my "dreams" were probably more outlandish than what I really wanted to do in life, but the answer still was the same. No I hadn't. And there was a few things that I said that night that I wouldn't mind crossing off my checklist.

Sunday, 11 November 2012 16:06

Is perception a reality?

Daily I receive updates on Twitter, Facebook and Linkedin from people that have received publicity whether it is through an online blog or in the media sprouting how successful they are. The first couple of "pushes" of publicity, I applaud and genuinely think "good on that person". Then when it keeps coming in what can sometimes be "D-grade" versions of media that perhaps only a few people ever get to read, I start to think "oh, this person is looking for attention or needs people to think they are successful".

Which, might I add, may not be the case at all, but it is just my immediate perception if I don't know any better about the person.
Wednesday, 07 November 2012 16:46

Why Brand Evolution Needs A Home

For years, I have been fascinated by design in every possible form; shape, configuration, pattern, ornamentation and visual appearance. Of particular interest is architectural design.

Last week, I was fortunate enough to walk the streets of Amsterdam with one of the Netherlands most famed interior architects, Flip Verbeek. He use to be co-owner of a company called Flow that has designed some of the most amazing interiors in buildings throughout the Netherlands. As we walked the streets, looking at building after building that had been designed by Flow and the talented architects in the team, I was inspired. The passion that this man has for design and visuals that are sustainable and complement the environment in which it inhabits, is contagioius.

So contagious in fact, that on my flight home from Amsterdam, I looked up www.realestate.com.au, found a property and days later, bought it.

The property will be the new home for Marketing Eye in Melbourne. It is located in my favourite street in the city, Greville Street and fits inside my inner-city bubble that I love to live in. While I won't be here so much to enjoy it, it gives me great pride to be able to find a building with the character and potential that the one I have just bought has.
Published in Management
This blog has been spurred by the many challenges in growing an international business leveraging  economies of scale and opportunities that are simply too good to pass by.

In the past week, I have been thinking alot about Linkedin. It has been the topic of many conversations and all for the right reasons. Daily I am asked about what social media mediums are best for b2b organizations and of course, there is no one answer because it depends entirely on a companies specific demographic, time constraints, strategy and of course, budget.

I wrote a blog on the value of Linkedin for small businesses and have spent quite a bit of time on this social media platform over past couple of days. It's interesting to see how people interact and reach out to each other. It is equally fascinating to see some people's comments that are purely self-serving or a bit over the top negative for no apparent reason.
Professional services firms are known as the "safest" b2b marketers, only second behind that of the medical industry.

Still stuck in the dark ages, many professional services firms still believe that 'good work speaks for itself' and "you need to find the clients pain" ensuring that they keep it "safe" when embarking on marketing of any kind, rather than looking deep into customer insights to drive leads and create more sustainable client relationships.

What professional services firms are forgetting is that while they may still be on track to achieving their sales goals, being complacent and not moving with the times, will make it almost impossible to stay competitve.
Published in Marketing
Thursday, 01 November 2012 19:37

Why Linkedin is better for business

Finding time to spend on social media networks is getting more difficult. There are so many to choose from, that at times, small businesses don't know where to start.

From time to time, re-evaluating which social media networks work best for your company and re-defining your strategy according to changes in features and functionality, can either leverage your business to new heights or create havoc with your sales cycle.

As a firm believer that "you cannot be everything to everyone", it makes perfect sense to spend time looking at the various analytics relating to social media, the demographics of each platform and how it applies to your target audience, brand authenticity and collaborations with clients and partners.

When it comes to b2b marketing, the decision on what social media networks to use and invest in becomes significantly easier.