2013 Melbourne Small Business Big Marketing Reflections

2013 Melbourne Small Business Big Marketing Reflections

Evolved Sound was fortunate enough to attend this exciting marketing event.

Guest speakers included:

Russel Howcroft (Executive General Manager, Network 10), Steve Sammartino (Strategy and Digital Director, Grey Group Australia), Abigail Forsyth (Founder and CEO of KeepCup) and Toby Travanner (The Learning Company).

While there was so many fantastic speakers, we have prepared a mish mash summary of some key points.

Marketing has and will always be a big and important factor in anything that you do. Then again, when you use marketing and all the necessary strategies that come with it, you need to know how to use it to your advantage as well as being well aware of how this is going to be beneficial for you. It is always important to remember that marketing and its strategies do not immediately and easily go hand in hand because it is…marketing.

The buyer is the hero.

Do you agree?

This may not seem to be an important piece of information…trust me…it is!

Some people feel that small businesses do not really generate that big a profit…or potential. In fact, the objective of most small business entrepreneurs is to find a way to make bigger what they already have. What they seem to forget is that there is a big potential where they are already. Starting with the four pillars of marketing health: differentiation, relevance, esteem, and knowledge; these help in making your business rise above the market, the competition. To be able to do that, you need to answer the big question: how do people see my business differently?

Each business has to have that ‘X’ factor that would make you different, that would make you distinctive that the buyer would seek you out. It is in finding new ideas and the very idea of coming up with new ideas is, in itself, quite exciting. When the time comes when your business would keep doing the same things over and over again, your business would die a slow death. The good thing about a small business is that it is nimble. It is agile to making and doing something new…which is its advantage over large corporations.

So how does a business really grab its targeted audience?

That can be answered with two words:                 consumers and target.

Then again, did you know the irony of it all? You should forget about both terms as well.

In this modern world we live in, technology not only plays a very important role in increasing your business, but there are so many things that you need to be aware of, so many new types of information that you need to familiarise yourself with. For one, the hash tag is one of the most important tools in the digital web. They are even considered an important digital marketing strategy. Simply put, media plays a serious role.  No matter which form of media type you look at, social networking, the digital web has created a massive uproar which is why you look at demographics in a different light, yet at the same time, in a way that should not affect how you come up with new business ideas. In short, the days when mass production for the masses with the mass media campaign, are now over.

The digital era, as we know it, help buyers and sellers connect and transact…it is literally flipping things upside down. The conventional market and business marketing and commerce is looking at a whole new different ballgame. This is why it is essential that you understand that the power is in the hands of the buyer. As business entrepreneurs, you need to know and you need to be aware that this time, losers are boring brands. They are the boring companies.  If you won’t accept failure, you are ruling out the opportunity of innovation.

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