08 Aug Why you need a marketing strategy? Posted at 09:12h in Strategy by Danielle Spinks-Earl Share Let me ask you a question. What is marketing? Here are a few typical responses. "Marketing is that quirky department, the cutters and pasters, the creatives. The ones with colour textas in their drawers and figurines on their desks." "It's nice to have marketing but we don't really need it. Our service is the best. Well it's certainly very good. And that's what it boils down to. The most successful business will be the one with the best products or it'll be the cheapest. Right?" Read More
01 Jul Creating Newsworthy Content Posted at 01:44h in Digital, Strategy, Strategy 101, words by Danielle Spinks-Earl Share Did you know that Proctor & Gamble was instrumental in creating the modern day soap opera? Read More
14 Jun How to Build Client Personas Posted at 03:05h in Strategy, Tools by Danielle Spinks-Earl Share A Client Persona is a fictional representation of the demographics, psychographics, attitudes, challenges and needs of a customer... Read More
17 Jan SIVA – The new marketing mix Posted at 01:46h in Strategy by Danielle Spinks-Earl Share Marketing has evolved over the decades. The power has shifted from the company to the consumer. In order to be successful, we need to adopt a customer-oriented or market-oriented approach. Read More
09 Jan How to Innovate If You’re a Service Business Posted at 21:42h in Services Marketing, Strategy 101 by Danielle Spinks-Earl Share Australia has an innovation problem. But how do you innovate when you're a service business? Here are three ways.... Read More
15 Sep How to Better Use Social Media For Business Posted at 04:36h in Digital, Strategy by Danielle Spinks-Earl Share Different social media have strengths and purposes. These tips will help you be effective and efficient with your social media use for your business.... Read More
19 Sep How to Get Huge Publicity on a Shoestring Posted at 09:13h in Strategy by Danielle Spinks-Earl Share Those who are budget-strapped can get thousands of dollars in free publicity with simple tricks from Joan Stewart, the Publicity Hound.... Read More
02 Nov Branding Nonprofits – Case Study of ‘The Salvos’ Posted at 06:25h in Brand, Strategy by Danielle Spinks-Earl Share Nonprofits face many difficulties when branding. Some of these are unique as the value proposition for a nonprofit is unique to that sector. It is a social exchange with an intangible, higher-order reward as its value proposition. The key issues are values and vision, trust and transparency, organisational culture and structure. Read More
01 Nov Marketing Warfare Posted at 03:13h in Strategy, Strategy 101 by Danielle Spinks-Earl Share By Al Ries and Jack Trout, 1986, McGraw-Hill Inc Read More
01 Oct How to Add Value to your E-Business Posted at 07:10h in Strategy by Danielle Spinks-Earl Share How to add a unique value to your e-business... Read More
17 May How to Create A Content Marketing Strategy Posted at 04:37h in Articles, Digital, Strategy by Danielle Spinks-Earl Share How to create a content marketing strategy that is mindful of your six markets, extending the promotional mix, and how to overcome some common hurdles. Includes examples and a basic calendar template.... Read More
04 Dec Cheap Tactics Posted at 05:26h in Brand, Services, Strategy 101 by Danielle Spinks-Earl Share Now, you’ve plotted your vision on the map, you know your engine pretty well or at least you know what type it is, and you’ve got a comfortable position to steer yourself right into the heartland of that target market. Read More
04 Nov Small Business. Super-sized Brand Posted at 05:30h in Brand, Strategy 101 by Danielle Spinks-Earl Share There are a lot of components that make a brand. In order to make a powerful and durable brand, you have to put in the work. It's not design work, not initially. But it boils down to your vision and your understanding of your customer and your knowledge of the market and the other players in your arena. Let's start with Vision So what is vision? It’s the thing that initially filled you with inspiration to start your business. Read More
21 May Top Tips for Small Hotels Posted at 03:20h in Services Marketing, Strategy by Danielle Spinks-Earl Share Creating Memorable Experiences is the Key to B&B Customer Referral Gorgeous country villages like Marysville in Victoria have always appealed to holidaymakers. While many visit for a rejuvenating weekend getaway, most also recognise that their tourist dollar contributes to the Black Saturday recovery of these towns. Read More
10 May The Dirt on Loyalty Programs Posted at 07:04h in Brand, Strategy by Danielle Spinks-Earl Share Here are some of the best and worst practices of loyalty programs. Read More
03 Apr Cultural Differences & International Business Posted at 10:01h in International Marketing, Strategy by Danielle Spinks-Earl Share Australian businesses need to be mindful of more than the marketing mix overseas. Culture is either the great impediment or facilitator. Here are some very basic tips of how to begin considering the cultural aspect. Read More
07 Nov The Balanced Score Card Posted at 01:00h in Strategy by Danielle Spinks-Earl Share Looking at only financial metrics can lead to myopic and dysfunctional decision making. The Balanced Score Card focuses on four important facets for better business planning, performance measurement, strategy comprehension, communication and the alignment of strategy and operations.... Read More
05 Nov eMarketing: New Ways to Add Value Posted at 04:28h in Digital, Strategy by Danielle Spinks-Earl Share With the all spanners that the Internet and electronic tools and methodologies have thrown into the business landscape, what has happened to the four Ps of marketing? They used to refer to Product, Price, Place and Promotion. Are these redundant now? Read More
28 Oct Blue Ocean Strategy Posted at 11:51h in Brand, Strategy, Strategy 101, Tools by Danielle Spinks-Earl Share The authors of Blue Ocean Strategy argue one game-changing point. Stop competing in overcrowded markets. Read More
25 Oct Great Service? It’s all in the delivery Posted at 03:33h in Strategy by Danielle Spinks-Earl Share “Companies and governments must innovate in services to survive in the global economy and provide better quality of life to their citizens.” Bitner & Brown, The Service Imperative. Read More
11 Oct Social Networking Crucial to SEO Strategy Posted at 09:22h in Digital, Strategy by Danielle Spinks-Earl Share A few years ago, we gave our clients a five minute warning order when Google released its Panda algorithms. If you weren't socially networked, you needed to get your shoes on. Now the time has come. If you consider yourself an expert or opinion leader, you need to move on social networking. Now! Read More
31 Jul Commonwealth Bank creatively targets niche university student segment Posted at 11:29h in Digital, Strategy by Danielle Spinks-Earl Share Commonwealth Bank has devised a creative campaign utilising probably the most universal of touchpoints for reaching university students – the disposable coffee cup. Read More
28 Mar Things Australian ISP marketers should consider Posted at 06:36h in Strategy by Danielle Spinks-Earl Share INTERNET SERVICES INDUSTRY In Australia, there are just a handful of big players. Telstra BigPond owns 45% market share, Optus is number 2 with 17%. Read More
04 Mar Five Ways to Compete through Service Posted at 04:37h in Services Marketing, Strategy, Tools by Danielle Spinks-Earl Share The world's economy has changed over the millennium. It began as Agricultural, became Industrial, now a knowledge revolution has seen it become the age of the Services (or tertiary) sector. Read More
02 Mar 9 ways to stop losing money from your service business Posted at 03:34h in Services Marketing, Strategy 101 by Danielle Spinks-Earl Share Services have some challenges that product goods do not. There are lots of ways to lose money. But there are creative ways of minimising the loss and adding new revenue streams. Here is a brief overview and a number of suggested solutions.... Read More
27 Nov Creating a Powerful Strategy Posted at 06:04h in Strategy by Danielle Spinks-Earl Share Many activities go into creating, producing, selling and delivering a service or a product. Operational efficiency is about doing it faster or more cheaply. Read More
16 Nov Net Promoter Score Posted at 04:00h in Brand, Strategy, Tools by Danielle Spinks-Earl Share Customer Satisfaction Tool - the Net Promoter Score Read More
16 Nov Market Sensing Posted at 03:45h in Strategy by Danielle Spinks-Earl Share Jack be nimble, Jack be quick. The world is changing so fast now, and is moving at an exponentially faster rate each day. This affects needs, wants, products, services and strategy. Read More
16 Nov The Marketing Mix – For Services Posted at 02:54h in Strategy 101, Tools by Danielle Spinks-Earl Share You may have heard the term "the marketing mix." Read More
01 Nov IKEA – Strategy in a Nutshell Posted at 08:51h in Brand, Campaigns & Cases, Case Studies, International Marketing, Strategy by Danielle Spinks-Earl Share IKEA's founder, Ingvar Kamprad, died in January 2018, aged 91. After starting from the humble Swedish beginnings, his entrepreneurial flare led to a multibillion-dollar global empire. Did you know the name Kamprad is a variant of Comrade? His passing marks a good time to review the strategy of IKEA. How radically it differed from other furniture businesses at the time of its conception makes for a good strategic case study. Read More