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All too often, running or managing an enterprise can be a lonely position. Let me demonstrate this by means of a personal experience. I was employed to perform a specific task. I was good at this task – I was actually very good at it. I redefined the role and made it mine. Unfortunately, whilst …
They may appear old school, but magazines still provide valuable industry information; typically you will see current industry news, upcoming events and conferences, and advertisements from industry suppliers. My google efforts usually take me on a journey of tangents, following leads that all too frequently take me to places that I had no intention of …
You have heard the saying that teenagers today have large disposable incomes – certainly more than I ever had as a pimply teenager. But unless you target this market, then enticing this demographic group to spend big with you will probably not happen. Kids now days just don’t spend their money on haberdashery. You do …
Do you know your catchment area demographics? Does your area predominantly consist of young families, retirees, established households? What is the home ownership ratio? What sort of building approvals currently in place? What are homes sales like? Is the area going through any infill development? How transient is the population? What is the nationality percentage …
Many years ago I purchased a near new used car from Scuderia Veloce Motors in Canberra. I don’t know if they still exist, but they did promote themselves as a better class of car yard, stocking many European brands including Volvo. I recall we purchased a Ford Laser station wagon. Not the sort of car …
You will use multiple communication channels, and the message that you communicate will be the same albeit maybe with different words or images or video. Frequently we can become so consumed with the wording on a brochure or mailer or letter that we develop perfection procrastination. Perfection procrastination is a state that develops when the …
The audit word always strikes fear into the hearts of business people; well it does to me. But an audit really just means the review of a process or system to ensure that it complies with documented guidelines or rules. It is not always about a Tax or IRS review. In the case of advertising …
I think that the general rule of thumb is that you spend 10% of your profits on Marketing and Advertising exercises. It’s pretty obvious that a 15 second television ad will last for 15 seconds, but for the same amount of money you could advertise on a roadside billboard for one month. Because we are …
The print media is working through a number of challenges; the industry is changing, there is a fair amount of major player consolidation and printing presses are increasingly reducing the number of titles being fed through them. But, in spite of all this gloom and doom, the print media is transforming itself, its content sources, …