Marketing for Nursing Homes

Anticipating customer needs by identifying exactly what the customer wants in a service or product can allow you to tailor the services your company offers, in addition, to enable you to tailor a marketing program. A marketing program should emphasise the advantages and attributes of your providers. It’s a vital part of the business, which makes it possible to communicate the features of your services and establish distribution channels. Individuals that are considering nursing homes typically require very good health care by qualified employees and are searching for a nice and safe atmosphere. Here are some marketing aspects to consider when proposing marketing for your nursing home business:

  1. Describe the services that your company offers. When you make a list of exactly what your company offers, also contemplate what opponents offer that you don’t. Think of what services your company provides that will make an older individual and her caregiver wish to be there on location. Identifying distinguishing factors such as all staff members have undergone falls prevention training to ensure safety, or offering a specialised art program for seniors will attract potential customers.

  2. Anticipate customer requirements. When caregivers decide that a nursing home is the most suitable place for a senior citizen, a caregiver wishes to understand that they are sending their beloved one for a dependable and secure place to call home. Additionally, customers are seeking a clean environment and home-like atmosphere. Staff who are friendly and invite residents to become more active in activities might also be seen as more beneficial in demonstrating compassion and giving a warm atmosphere. Keep client needs in mind during this process since it will keep your advertising strategy centred on the client.
  3. Match customer needs along with your company’s services and benefits. With nursing homes regularly bearing a reputation for providing lousy care, it might help the company to summarise the way the business matches to practice and policy quality together with the requirements of their customers who reside there. Nursing homes which have credentials, qualified employees or special extracurricular activities, therapeutic applications or let pets might be more attractive than another nursing home that doesn’t provide these conveniences. Advocate what your nursing home and to offer and the individualised service that provided. Aged care is a rewarding and competitive industry and there are so many options from home care to nursing homes and retirement villages which aim to fulfil the lives of the ageing population.

  4. Create ads for your target audience. This might be in the shape of television commercials, newspaper advertisements, one-page handouts, and flyers. Get success stories from relatives of clients living in the centre to discuss and use in creating advertising materials. Marketing materials should communicate through writing and picture the way the nursing home meets customer requirements. Photos are especially important as customers want to see what the facilities and care look like. The very best thing you can do to bring in clients is to give superior support. Word of mouth remains among the very best kinds of attracting customers.
  5. Employ marketing advertisements. Converse with appropriate networking contacts like the council welfare office, local hospitals, churches and other areas where older individuals go and might need those services. Request them to hang fliers and distribute brochures to customers who could be interested in those services. Continue to build relationships with local and community business partners to boost your clientele. Don’t forget to reach out to not just elderly individuals but also their caretakers who are most likely adult relatives who are a part of the decision-making process when it comes to nursing homes.


How To Market Your Product

I enjoy having actual food entrepreneurs tell us their story on how they obtained their food product on retail shelves; profitably! The Critical Retail Buyer Sales Pitch Elements include slotting allowances, in-store promotional support (such as end displays and shelf talkers) and such of the like. So how do you do it as a start up business?

A vital element is supply or the fancy term is the Supply Chain.
The challenge with expanding distribution is that it can get complicated and costly. Early stage food entrepreneurs attempt to do it on their own; packing their vehicle and delivering themselves. This is not very good use of your time and you really need all of your customers to be focusing on your new product development, launching their goods, and focusing on their social networking outreach to construct word of mouth and new supporters. I reached out to actual foodpreneurs such as Michael Adams, founder of Green Mountain Mustard. He has written below about his adventures on how Green Mountain Mustard got into supermarkets and onto product displays.

So know he’s 5 tips on better wholesale supply.

Use a local delivery service to distribute your food product.
Remember when you drove all the way throughout the state to your new retailer? It was great the first time, but re-stocking the shelf along with your next order was lots of gas and time. That is where local delivery businesses comes in hand. For only a few bucks, they will likely pickup and deliver your goods for you – and you do not need to go anywhere. In Vermont, there are lots of companies who do this. It is $15 for up to 50 lbs – and for us, that is a standard purchase. Beats driving two hours for a single delivery!

Boost your minimum order.
Throughout Green Mountain Mustard’s first two years in business, we’d no minimum order… it would just grow. Now, we are smarter and have a minimum order; it is two cases (24 units) not too big, but it makes sure we are moving volume, which is the key to any food business. If you travel across town only for a buy order of 6 jars and you are likely to drop money. With a minimum purchase, you are ready to make money with every delivery.

Consolidate deliveries on specific days of the week.
Doing deliveries daily throws off your own schedule. That is why you need to combine your deliveries on certain days of the week. Maybe one suburb is Mondays and another suburb over gets deliveries on Fridays. That leaves the middle of the week for producing merchandise, doing office admin work, and calling on new merchants. Why not consider drawing a path out that helps you get all of your deliveries done faster?

Learn how to sell food online.
Back when I owned an energy bar company, I delivered to 20 unique stores every week. It took a whole lot of time and not making much money. Green Mountain Mustard has both direct accounts food vendors. But, food supply eats into your gross margin. Food sites are increasing and there are popular simple to use ecommerce platforms such as Storenvy, Shopify and Etsy all concentrated on small artisanal companies.

Partner with the other food producer.
You probably know at least a dozen other small food manufacturers like yourself, all bringing to exactly the very same stores, right? Consolidate deliveries with each other… for example “everyone provides to a specific store on Mondays”. If you start doing this more frequently with the very same stores, you might want to check at working with a food distributor (the best way to locate a distributor for your product will be a subject for another article), and you may get more of your product on supermarket metal display stands.

Distribution is its own creature when it comes to running a food business, but there are numerous ways to make it work for the own food company. Get more merchandise to retailers, but do it brighter with these supply hacks!


5 Food Marketing Methods you Should be Using

When it comes to food, it’s all too typical to rely on the packaging, advertising, and also the media to inform us exactly on what to consume. If you do not shop exclusively for each one of your goods in a farmer’s market or fresh food store, you likely browse aisles of cleverly marketed products that know exactly what to say to ensure sales ensue.

While not always obvious, there’s a lot you can learn as a marketer or entrepreneur from the below 5 methods food businesses use to convince you to purchase more. Or at the very least you’ll know enough to prevent yourself from getting fooled!

1. Trend Riding

Some companies concentrate on present health learnings and tendencies (Omega-3s, probiotics) and supplement their merchandise with the most recent, to be able to improve earnings. For instance: A fresh milk offered by Horizon Organic, advertises in large letters “DHA Omega-3.” A greater Omega-3 content can really be done via pasture-raising cows, and supplying them with a much better, healthier diet. But a reverse of the milk carton shows that Horizon Organic has done none of this; instead inputting additional algae oil (rich in Omega-3s) for their milk, within a synthetic effort to grow the Omega-3 content. In the same way, Udi’s additional probiotics for their granola bars are only because they’re a favourite nutritional supplement. Associating a buzzword to your product through a minor, cost-effective alteration can lead to a perceived competitive advantage and is seriously under-utilised outside the food industry.

2. Redundant Claims

” Yarra Valley wine: vegan!” “Seaweed: gluten free!” “Prunes: no Cholesterol!” Promises like those on a packaging are often unnecessary and tout characteristics that are common understanding, maybe hoping to target a lesser-informed buyer. Here’s a recap:

Cholesterol just comes from animal foods (there’ll never Be cholesterol in almost any grain, fruit, or vegetable).

Anything that doesn’t contain any animal products, will probably be vegan.

Gluten stems from wheat and other grains.

Consumers are often misinformed and sometimes stating the obvious can make you stand out as not everyone is aware and they may choose your product over others even though both have the same characteristic

3. Fortifying to up-sell

Possibly the oldest trick in the archive, fortifying appeared as a tool to promote breakfast cereals and today extends across all of aisles of the supermarket. Fortifying is the procedure of incorporating artificial compounds (minerals, vitamins) to processed food items in an effort to make them look healthier by enhancing their nutrient content. As an instance, you may see ‘A fantastic source of 6 B vitamins and calcium’, ‘100% every day value of 12 vitamins and minerals’.

Food entrepreneurs attempt to force you to believe that the minerals/vitamins/antioxidants are naturally happening, when in actuality, they’re sprayed on or mixed in through production. Most fortified products conceal unhealthy ingredients that the fortification is hoping to compensate for, such as high fructose corn syrup and other kinds of sugar and unless you shop at an organic specialty grocery, you’re probably unable to avoid this. Prioritize reading the ingredient list: it is beneficial to understand that components are listed in the sequence of the maximum amount used in the product, to minimum quantity. If glucose in any form is at the top 3, the item isn’t quite as healthy as you might believe, and the existence of artificial vitamins should not be a reason to buy it.

Again, similar to method number one, we see food entrepreneurs are very clever in offsetting the non-monetary costs or negative aspects of their products through minor alterations to enhance the product benefits

4. ‘Organic’ Claims

What exactly does it mean to get a food to be promoted as ‘Organic’? While many countries have standards about when the term organic can be used, in America the FDA has not developed any guidelines for the usage of the expression, so any bundle can tolerate the phrases ‘100% organic’, ‘all natural’… without needing to reply to any law. Any extremely processed sugar-laden product may have ‘100% Organic’ on its own box when the entrepreneurs deem it helpful. View the very long list of components on the VitaTops packaging and then determine for yourself whether this is a nutritious product to you.

Organic and other terms is something marketers should be careful to use, the safety of the end consumer should be considered. However, applying appropriate terminology to label your product is the easiest way to communicate the value of the product

5. Serving size

This really is one of those classic Advertising tricks that make an item seem healthier than it really is. Generally, the dosage size does not reflect a real ‘ordinary’ serving. Hence, the carbs and nutrient amounts you genuinely ingest are much more than anticipated by a glance at the label. A well-known case of this is that the 20-oz Coca-Cola can. If you look at the Nutrition Label, it means that there are 2.5 servings of 100 Calories and 30 g of sugar in a can. However, that means a Coke should be shared with 1.5 individuals. If you drink the Whole bottle (as one does), then you’re ingesting 2.5 portions plus a whooping amount of 275 calories and 75 g of sugar. Can you imagine if a vineyard in the Yarra Valley claimed a bottle of their wine was 4.5 servings instead of 8 standard drinks?

Similar to tip 4 this is a trick that should be used with caution. However, often subtle alterations to your packaging or labelling can result in greater sales.

How To Market Your Business

When budgets are tight, marketing may be the first expense you seem to reduce. While conventional marketing methods are costly and difficult to measure, small businesses have not had greater access to cheap marketing tools.

However, with so many electronic tools available, how can you know where to begin?
Whatever business you may have, whether café, a shoe shop, or even selling basketball uniforms, email and social networking marketing are only the start. Here are a few marketing strategies to help any small business.

  1. Craft an elevator pitch

You should be marketing all of the time; wherever you are. Consequently, you want a compelling elevator pitch. Research shows the average attention span of an adult is about six to eight minutes. That’s all of the time you need to grab a person’s attention. If you successfully engage them, then you simply have a little over a minute to actually sell them on your service or product. Invest the time to craft a killer elevator pitch. The yield on your investment will pay massive dividends when it comes to creating business opportunities.

  1. Leverage your community

You don’t need to think big when it comes to your marketing efforts. Think locally. What’s happening in your community? Sponsor a Little League team or a 5k-charity walk/run, or even give away free basketball apparel to the local teams. Print bookmarks and leave them in the local library. Get to know your ideal customer and consider how and where they spend their time.

Then search for opportunities to get in front of your client with your advertising message.

  1. Collaborate

Collect a set of synergistic, non-competitive companies locally and agree to cross-promote. By collaborating with one another, you can enlarge your client base since you are going to be reaching new individuals.

  1. Network

Networking requires a time commitment and it does not offer immediate gratification, but a powerful network is among the most important assets any business person can have.

  1. Give a speech

A great deal of people hate public speaking. However, there are lots of organizations searching for qualified, subject-matter specialists who can present to their own groups. Take a deep breath and volunteer. You don’t need to be a pro as long as the information that you share is useful to the audience. And the upside, the longer you do it the easier it gets. Additionally, it places you as a credible authority in your area.

  1. Create buzz

Today, a small business owner can accomplish a lot without hiring a professional company. Subscribe to assist a reporter out. You may respond to reporters’ questions, which are looking for story ideas and resources. Some are little media opportunities, but others are important media outlets using this service too.

  1. Request referrals

Do not be shy about asking for client referrals. Nearly all individuals say they are eager to offer a referral if requested, but very few take the initiative to do it by themselves. Referrals make it easier to get in the door with new clients. If you are not asking for them, you’re missing opportunities.

  1. Build relationships

It’s far less expensive to keep a customer than it is to have a new one. That is why establishing strong relationships with your client base is a must. One of the ways that you can do this is by keeping in touch with people through email advertising. Ask customers for their email address whenever they visit your shop or website.

  1. Offer coupons

Coupons are a fantastic way for many companies to attract new customers. Research shows that individuals will go out of their way to use a voucher, demonstrating that this process is effective in expanding your customer base. Coupons may also generate return visits. By way of instance, if you give a customer a coupon to get a discount to use on future business, there is a high probability they will be back.

  1. Give it away

If someone has the chance to experience your service or product, chances are they’ll want to purchase more. Do not be afraid to give somebody a free trial or a sample. In today’s market, people are more comfortable buying something they’ve been able to experience first.

The above suggested, inexpensive marketing strategies can allow you to engage customers, build relationships, and finally keep your brand and business top-of-mind.

Why You Need Business Stationary

Purchasing business stationery is not something all companies consider a significant business decision that requires careful consideration and deliberation. But, business stationery is essential since it not only identifies the company, but it is also an effective marketing tool. Custom stationery demonstrates professionalism and can often attract new customers. When thinking about buying or purchasing your own business stationery, you really should consider the following benefits of creating custom made professional stationery. Establishing trust is an important part of attracting and keeping clients. The main aim of business stationery is to portray the business in a professional and positive way. Quality business stationery will leave a long lasting impression. It is fundamentally the face of the business, and to leave a good impression business stationary will do the trick for your future clients.

Stationery helps with Media

When corresponding with customers and other companies, business stationery is the first thing they notice. At the same time, when meeting prospective clients for the first time in a meeting or seminar, business cards would be the first thing that they see from the corporation. Quality company stationery is part of the debut and should represent the organization in a positive way. It’s important to not forget that following a business representative gives a business card and leaves, the company card remains with the possible client so it’s important that the card depicts the provider’s professionalism. Customized stationery demonstrates that the company welcomes and appreciates the customer’s business, offering business details relevant to clients on the stationary.

Business Stationery as a Marketing Tool

Marketing can be a tough act for some businesses; where do you start on the marketing scale? It is essential that companies acquire and use many different kinds of stationery. This may include custom stationery letterheads, envelopes, business cards, pens, pens, statement and compliment slips, brochures, folders, roller stands, contract proposals, quotations and quotes, letters of recommendation, thanks and apology, and much more. By having many different kinds of businesses stationery, they will be constantly marketing their companies in a creative, professional, and non-intrusive method. The stationery ought to be unique to the firm with a different logo, memorable, higher quality, and reflect the professionalism of the firm.

Having your own business card design will also put you on top of the game, as your professionalism and well known card will get future clients thinking about you.

Stationery That Is Uniquely Customized

Businesses can have stationery designed to their own specifications to satisfy their business needs and desires. There are specialist stationery design companies that will design the stationery with the proper colours, graphics, and patterns. They are intended to fit the requirements and dreams of an individual small business. The customer provides the stationery company with a concept and layout and the stationery is created in accordance with their unique requests. The result is distinctive stationery that sets a company apart from their competition. As an example, colour printed stationery with a unique business logo can grab a prospective customer’s attention and increase interest in the business. Or perhaps a quirky design layout can help you attract clients, maybe even special pieces of stationary with your logo on it; perhaps a notebook or a pen.

Customized stationery is the ideal way to demonstrate business professionalism and reveal that your business is a positive one. As well, it may cause company branding, and help you to gain future visibility. Business stationery is an important part of raising a corporation’s public image, and will help your business find its real brand image for the public.


Tips When Hiring an Electrician

Your home is your castle, your refuge, and probably your biggest investment. You will need to hire a commercial electrician who will care for your home the way that they would care for his or her own. Finding the ideal person to do work around your home can be daunting and intimidating. We have all heard the horror stories that can occur when the wrong person is hired for the job. This is particularly significant when hiring an electrician. The protection of your home and family could be jeopardised by hiring the wrong person for the job. With our tips on how best to hire the ideal electrician you will feel secure and confident in your selection.

  1. Ask friends for recommendations and suggestions

Ask friends who they’ve hired and been happy and satisfied with. This goes beyond asking for just titles of recommended electricians. If friends have had electric work done recently, ask them what they wished they had asked before hiring an electrician. Also inquire what, if any, problems they encountered and how they would safeguard against the exact issues in the future. Learn from your friend’s experiences and you’ll get a smoother experience yourself.

  1. Check to make sure the electrician is licensed

All electricians in Australia should be properly licensed. When you hire a properly licensed electrician you’ll have the peace of mind that they’ve been properly trained and have the expertise you will need to correctly diagnose and solve any and all of your electrical needs.

  1. Be sure they are properly insured

Before allowing everyone to work on your house or property require them to offer proof of insurance. Typically, they should have a General Liability Policy with adequate limits. Make sure once you review the evidence of insurance it indicates the effective dates. Unfortunately, mistakes and accidents occasionally happen and knowing that your electrician has insurance can mean less stress for you.

  1. Interview your electrician

You will want to be certain you have a nice connection with your electrician. You’re likely to need to work with somebody who you can easily and effectively communicate with. The quickest and simplest way to learn whether you’ll work well together is by running a short interview. Here are some questions you should consider asking:

  • How long have you been a licensed electrician?
  • What do you enjoy about your work?
  • How do you prefer to communicate?
  • What challenges have you faced as an electrician?
  • What job that you worked on are you most proud of?

A great electrician will have the ability to both listen to your concerns and issues and communicate effectively their ideas or answers. Good communication between you and your electrician is vital for a successful project. The interview is the best way to gauge their communication abilities.

  1. Ask the electrician for references

Any skilled and knowledgeable electrician should be able to supply you with a list of references which you can contact. Request a list of five to ten references that they’ve performed work for in the previous six months or year. Don’t hire anyone that can’t give you a list of references.

  1. Really contact the references

So many individuals get the list of references and then never bother to contact them. This is a very simple step which should always be followed up on. When contacting the references be certain that you ask them about the sort of work they’d done, how they came to seek the services of the electrician, and if they had work done. Ideally, you might want to confirm that your prospect has done your kind of work before, for somebody they aren’t friends with or related to, and that it had been done in the previous year. If you require electric driveway gates and one of the referees have had them installed over the past 12 months, enquire about their experience. 

  1. Assess social media reviews

While it’s always important to take a number of those reviews with a grain of salt, social media review websites can offer a great indication of the quality of work and level of communication you may expect from a tradesperson. While we would never recommend hiring or not hiring someone only on the basis of a couple reviews on Facebook, it’s a great place to collect information. If there’s a review that worries you, such as faulty gate hardware, don’t be afraid to ask about it. This can help build rapport and confidence with your selection.

  1. Develop a plan with your plumber prior to hiring

For bigger projects, before you hand over that first payment you need to sit down and create a strategy. The plan should include:

  • A quote
  • Permits (if they’re required, how long they will take to secure, and how much they cost)
  • A range of work for anticipated repairs
  • Expected costs
  • Payments (amounts, timing, and method)
  • Anticipated program (including start date).
  • During the consultation, you should also discuss any possible unforeseen conditions or possible additional expenses. This may be a simple five-minute conversation but those five minutes can save you plenty of money and time in the long run. Many problems occur because the parties weren’t on the same page from day one.

Why Web Design is Important

It can be tough to comprehend exactly why companies pay so much for web design work. After all, provided that you have a functional site, it can’t matter that much what it looks like, right?

Unfortunately, this simply is not true. Professional web design is among the most important facets of your online presence. This does not necessarily mean that you will need to pay exorbitant sums of money for top-tier designers, but instead that you will need to discover a type of web design that is appropriate for your company.

We’ve put together some reason why web design is so vital to online success to help you better understand the value of working with a skilled web design agency.

Navigation and usability

This may be the main reason to invest in quality web design.

Sure, your website may be packed with info, but can users actually find what they’re searching for? Users judge your site within mere seconds of coming on it. When it’s confusing, twisted, or cluttered, all they need to do is hit the “back” button and navigate directly to a competitor’s website.

A good guideline for navigation is to be as intuitive as possible. Customer attention spans are short, and if it takes too long to determine how to reach the contact page, you may consider them a lost lead.

Compare your site to a physical store. If you walk into a shop where all of the product is in piles on the floor, and you are expected to sift through it all to find what you’re looking for, what are you going to do? Probably leave. The same concept applies to your website.

Customer service and trust

It is also possible to think of your site like a customer service representative. It’s the electronic face of your company, and you would like to make a great first impression.

A poorly designed site is akin to some rude, unhelpful customer service rep. A well-designed site, on the other hand, is like a polite, friendly rep which goes out of their way to assist customers in any capacity. Which one do you believe contributes to happy customers, and sets the basis for an enduring relationship?

In terms of trust, the idea is similar. Would you trust a company located in a seedy, back-alley with cracked windows and trash covering the entry path? Of course not. Humans are visual creatures, and putting your very best web design foot forward is absolutely crucial in transferring prospective customers further down the sales funnel.


At the most elementary level, you should invest in some amount of web design since your opponents are probably already doing it. If your website looks unprofessional, and a direct competitor’s site looks professional and reliable, potential clients will select your competitor.

You can go even further than just bringing your site up to par with the competition, however. Splurging on web design even just a tiny bit to get a stellar layout is a great way of setting yourself apart from competitors.

Most companies within an industry have basically the same pool of resources to pull from when constructing their services. You all have access to the exact same information, studies, pricing tiers, etc. Web design is one of the only places where you are able to go above and beyond, creating your business seems to be the obvious choice through a gorgeously crafted site.

Consistency and coherency

People like consistency, particularly online. If each one of your pages looks different, uses different fonts, and is laid out differently, many users will proceed to another alternative.

Any site that is even mildly successful uses the identical set of structure, style, and typeface guidelines which serve as the backbone for many pages. This ensures a feeling of consistency as users navigate through your site, and makes the whole experience more coherent and compact.

One of the underlying goals of web design is to minimize distractions on your site, because even the smallest discrepancy or inconsistency may lead to a lost lead.

Search Engine Optimisation

Many web design elements and practices affect how you publish articles on your site, which then influences the way search engine spiders crawl and index your site.

This is something you can’t afford to mess up. If you’re on-page search engine optimisation fundamentals aren’t up to snuff, you will be fighting an uphill battle for visibility from the beginning.

Aside from how content is printed on your site, certain web design elements can directly influence SEO in and of themselves. Web design can be tricky to understand if you are not knowledgeable about how it works, but to put it simply, your code has to be SEO-friendly.

The best way to ensure proper web design practices (and following search engine visibility) is to associate with a web design agency that knows what they are doing.

Five reasons your store needs glass showcasing

Often seen in retail shops, museums and antique stores, glass showcases take the crown when it comes to displaying products and priceless items. These glass display cases come in a countertop designs, like what you’d find in a jewellery store, as well freestanding fittings like you see in museums. When deciding on glass installation it’s important to select a model that is best going to let your product shine.

You may already be thinking that a showcase glass screen is a great idea, but below are some benefits you may not have yet considered.

  • Showcase glass looks the part: Display glass may vary from a simple glass front to a casing where every side is made of glass, thus allowing customers to view the display from every angle. Both are elegant ways to display your store’s more expensive or breakable goods, and it is a contained space for improved organisation. Additionally, with the strategic light positioning, your exhibited products will pop and catch the attention of shoppers.
  • You can get creative: your business creativity isn’t confined to arranging items in glass showcases. Improve your business’s interior appearance by including unique display case measurements and eye-catching angles which work best with your store’s layout. Does one display case look out of place in a specific spot? Locate a new place for it! Move it over and see how it appears somewhere else, or hire a professional for customised glass installation to help.
  • An extra security measure: A big benefit of enclosed glass cases is protecting against theft and damage. Like jewellery business and museum settings, you can equip screen cases with locks and alarm systems for extra security. In jewellery shops, the sole access point to displayed jewellery is from the back, where only workers are permitted to go; it is setup like this for a reason. And museums rightfully lock up irreplaceable pieces behind display glass screens to be out of the range of touchy hands.
  • It is durable: Professionally made display showcases are manufactured to hold substantial weights. So, while many glass screens seem classy and fragile, their strong construction attracts business owners looking for new ways to display their products to customer. Whether you’ve got a large product showroom or a little corner at the mall your business can benefit from investing in durable glass display cases.
  • Comes in several sizes: Want an all-glass sided case for showing several smaller things, or have a new huge museum display which must stay behind glass? From long screen cases for jewellery pieces to unique showcases for museums, you’ll be delighted to know you can select from many different glass case sizes. Look for custom-made showcase glass for items with an unusual size or shape.

The Business of Crane Marketing

What is marketing?

There are several definitions of marketing, however, put widely, marketing is a strategic mix of company activities which work towards a larger goal of building your brand and business. Marketing is all about identifying and understanding your clients and developing products and services which meet their demands. Marketing is important across several areas of your company, such as how your clients are greeted on the phone, your client support procedures, what your staff wear, and your email signature.

Advantages of marketing

Fantastic advertising helps you to examine all aspects of your organization, however small, and think about how they affect the perception your customers’ have of your business. Although marketing takes time, time, research and analysis, effective advertising can help you increase your bottom line.

Here are some examples of where advertising is already evident on your business design:

  • How you’re positioned in the industry
  • Who your target market is
  • The way you price your products and services
  • That the standard of your goods.

Writing a marketing plan can help you address some areas of your business and help you concentrate on your priorities.

Crane Marketing

Slab cranes are just one type of crane proving necessary in the development of infrastructure, where cranes of all sorts are relied on to develop cities and towns into the places they are today.

A wonderful sign for the US market is that the crane market appears to be coming back to life. In a note to clients, Citi’s Timothy Thein writes that following a recent round of tests with industry leaders, the crane market is rising as construction is picking up and projects waiting in the pipeline are receiving the go-ahead to start.

Here are the two important takeaways for the US economy from Thein’s report:

  • More work available: increasing activity levels, as previously postponed jobs are going ahead and modest traction on rates is giving more contractors and rental homes the confidence to pull the trigger on new crane purchases.
  • Economy strength: enhanced infrastructure activity and high-rise construction are just two of the major contributors cited for enhancing crawler demand. Quite a few crawlers are employed in upstream energy jobs (Manitowoc & Terex origin <150MT from Japan), and our latest takeaway in the Gulf Coast suggests the current tide of downstream/industrial projects (heavy users of large power cranes) will proceed ahead, though clearly sustained lower oil prices put the upcoming huge project slate in danger.

Now, two large things to remember here, one positive and one not so much.

A reading about the crane market is a great leading trend for economic action, as a crane is nearly the most expensive piece of heavy equipment you’ll be able to invest in. Back in 2013, the return of crane activity is something that Bill McBride at Calculated Risk, who nailed the housing fall and can be notably bullish on the coming influx of young employees, wrote about as a harbinger of economic expansion coming back.

The next thing is that Thein’s report makes clear that although the US is looking great, internationally things are not so hot. Thein writes that Global Challenges Remain. Despite some improvement in short-cycle indicators in Western Europe, some sources point to a slow start to the year for crane hire and demand. This coincides with still-weak construction confidence readings in March and double-digit year-to-date declines in cement amounts in certain markets like France & Germany. Although tough competition is a factor. Unsurprisingly, South America remains highly-challenging.

Additionally, the strengthening US dollar looks poised to be drag internationally, and Thein also notes that the decrease in oil prices will also likely contribute to a “challenging competitive landscape.”

But overall, Thein sees these takeaways as a positive for the US economy, especially in light of the current economic data which has been somewhat disappointing.

We have written before that the “dreadful” winter for economic statistics still indicated an economy that was expanding, simply not as far as economists had forecast, and this takeaway from the standing of the some of the largest, fastest going, and also most expensive pieces of industrial equipment shows that in the United States, things are still humming.

Business Mentoring is the Path to Success

For Matchchat Founder James Routledge, taking advice from those with more experience and knowledge than him has always been key to the way he runs his business. Routledge set up his football discussion platform with three university friends at the age of 20. He put his studies on hold to enter the fast-paced world of tech start-ups and sought all the business support and mentoring he could. He began networking and turned to LinkedIn to find entrepreneurs with experience for help and advice, which led him to the Ignite 100 Accelerator Programme. In this programme, young tech entrepreneurs receive valuable advice from industry professionals that has them emerging investment-ready. This was a crucial time for Matchchat as it led Routledge to restructure his business model.  


Initially, he envisaged users downloading the app and using it as a platform to chat with other users during a game. However, the mentors on the programme recommended that Routledge go where users already were – football news sites – and embedding into their existing platforms. “If you meet five people who you really respect and they tell you to change your product then you start to take that on board” Routledge said. He urges other entrepreneurs to follow his example and shamelessly seek out those who can help, “it’s a lot easier to find someone on LinkedIn than spending three months trying to work it out”. As a result of the programme, Matchchat brought experienced sports entrepreneur Gerry Boon onto its board. Routledge praised the impact of working with experienced business advisors and how it transformed the business and helped him rework his entire business model. 


But business mentoring isn’t just for youngsters who are running start-ups, it is increasingly being recognised as a way for experienced business people to succeed. Steve Lindsey is the CEO and founder of Lontra, which created a new form of air compression technology. He has ambitious plans for its roll out and believes the technology has the potential for numerous licensing deals with major companies. The business plans to scale-up its activities and create more contracts with other big business. Early on Lindsey realised that, despite already having a significant amount of business experience, he needed a trusted business advisor to help guide him through the complex world of IP, licensing and international expansion. 


“Our ambition from the beginning was always to grow the company into a big company, not necessarily in terms of people, but in terms of revenue,” Lindsey said. “So right from the beginning we had a plan to recruit people who had experience of big businesses. Our board was top-heavy. We were a start-up but we had a board which could run a big business.” Entrepreneurs often reach a point in their business development when they have to step out of their comfort zones. This often occurs when they are expanding the business and hiring new talent or merging into new markets where they may lack experience. This is when mentors such as David Carter get involved with them and as he puts it “takes them to, through and out the other side.” Carter believes that companies who experience the most success are those with the best leaders, which is what drew him into working as a mentor. “I was fascinated why one company was outperforming another and the answer was leadership and culture,” he says. 


For many entrepreneurs working with a mentor is not just about business development, it is also about personal development. As a business begins to change and evolve, so too does the person running it. “Entrepreneurs launch businesses, then as the business grows they become managers, but they need to become leaders,” says Carter. 


Big Data and Digital Marketing Make or Break Brokers

Now greater than ever, organizations of all sorts are competing to stick out among their opponents. Together with the endless advertising voices out there, it’s all but impossible to successfully promote to customers without a good plan, and mortgage brokers aren’t any exception, marketing for mortgage brokers is becoming more and more essential. It requires a highly personalised, personal, important and customer-centric strategy to catch anybody’s attention now, which may become awkward for mortgage brokers if attempting to get in contact with both potential debtors and realtors.

This is even more significant given the current housing market. Although more customers are poised to get houses, in several markets, stock is in an all-time low, presenting fewer chances for house funding and producing an ultra-competitive marketplace for creditors. Additionally, consumers are bombarded with all types of marketing strategies. Learning some essential marketing tips for mortgage brokers will be vital to gain a competitive edge in the online market.

All these variables are further afield by customers’ expectations. In a virtual world, consumers anticipate more interaction and communication via electronic channels, particularly cellular. But they still anticipate traditional procedures, also, such as telephone calls or on site. Contemplate Fiserv’s latest quarterly customer trends survey, signalling that customers only need financial services on-demand and in their terms. Even though the vast majority of customers prefer mobile or online banking, and these areas are far more often accessed for daily interactions, a large number of consumers still pay a visit to the division.

Additionally, within this electronic age, more customers are shopping on the internet for not just houses, but also mortgage solutions. In actuality, Zillow’s recent customer home trends report disclosed that the vast majority of buyers rely on purpose built mobile websites for online resources, in addition to advice from a realtor, throughout their search. A whopping 87% of buyers utilise online tools, and 75% choose a realtor or agent to operate with, implying that many buyers unite research from sites and programs with wisdom and help from a realtor. In this exact same vein, customers are also increasingly relying on online sources to discover a lender and compare prices. Nowadays, customers — not simply Millennials — expect to find and apply for mortgages entirely online.

Mortgage creditors must conform to the new electronic buyers and make strong marketing for mortgage brokers and advertising opportunities, not just security. To triumph, lenders need to invest in more powerful digital advertising skills which integrate with their client connection platform. Most significant is that they join all touch points and incorporate together with client communication to make an omni-channel expertise for your client, encouraging the client during the whole purchasing procedure.

However, doing so begins with improved information intellect. Lenders must create an information infrastructure with much more wisdom and customer insights not just for greater information deciding, but also to provide better service to clients. Furthermore, a “data nervous system” has to be built out that’s effective at communicating digitally with both clients and prospects, in addition to supplying marketing automation to induce more client outreach and boost acquisitions.

But it’s not just about data or technology for tech’s or information’s interest. It is all about the information insights as well as impact on broker websites. By efficiently and systematically combining technology with large data, lenders may produce a client relationship management system that enhances the client experience, both offline and online. This electronic nervous system is essential to engage with customers through the channels that they prefer and have the wisdom to make better choices.

This is necessary for creditors to develop organically and why company Embrace Home Loans has invested heavily in developing data-driven digital advertising abilities to support the entire mortgage revenue cycle, in understanding, lead generation, cultivate, close of sale and advocacy. They recently launched a whole branch based in New York and recruited many senior specialists that are devoted to these attempts.

Finally, it is about the perfect balance of electronic, self-service engineering and private attention that will establish the achievement of mortgage creditors moving ahead. People who combine electronic advertising with large data and custom web design will flourish, as Long-term sustainability won’t be possible without it. The creditors that fail To do this will probably fall quite far behind and immediately eliminate market share; it is inevitable.

Basics to Run a Successful Plumbing Business

It can be rough for a small business owner to perform against the big men. Your hidden weapon is offering a personal touch. The simple fact that you’re a local, community company in the identifying selling stage, you want to use it to make your plumbing company a success. Whilst picking a plumber, clients become confused between a neighborhood plumber and a man from the directory.

The neighborhood plumber would be your frequent plumber for the whole community. Actually, a community plumber is usually suggested by family, friends and honored neighborhood companies. He’s a guy whose face and car can be easily recognized. He’ll always do a top quality job and always charges a sensible quantity.

Let’s talk the 5 fundamentals for running a plumbing company successfully as suggested by business coaches in small business coach training.

  1. Find and create your niche

When you’re a single plumber, you often take on various plumbing tasks, generally connected with assisting ordinary house owners use their plumbing issues on top of their issues with laminated architectural timbers. However, as you open and expand your own company, you might begin working with commercial clients and find a little specification. Perhaps, you will only handle repair of sanitary equipment or heating and gas installations or repair, or installing a plumbing system for the entire property. Keep in mind your priority is determined by the marketplace’s propensity and on which you and your workers do better.

  1. Follow on plumbing clearance certificates

Following the clearance of plumbing position have a look at plumbing clearance certifications and email the certification to the contractor immediately after receiving it. Builders do not like paperwork. Attempt to submit the crucial plumbing forms, certifications, guides and proposal to the contractor in time or until they criticize so that they’ll put you in their priority listing of plumbers. Finally, builders will pay attention to you and attempt to negotiate your own price.

  1. Create Leads & Convert Leads into Revenue

Undoubtedly, online advertising is the primary principle for creating business prospects. But a lot of plumbers are still attempting to work out how to create leads from internet advertising and marketing efforts. Here are some important ways that will surely assist you in creating and converting leads to sales:

  1. Don’t Become Complacent

Is your plumbing company moving through this silent killer? It’s not necessary to be educated for a successful plumbing company. Your enterprise standing is the most important resource. You’d be scandalized at how quickly your company might fail if you have an unenthusiastic standpoint, where consequently your job starts to suffer.

  1. Have a Site

Many SMB’s still do not have a site but it’s significant for smb’s to get with the times and also have a website. Prospective customers desire to see your clientele and tasks achieved by your company. It’s suggested to send a booklet or profile about your company whilst tendering using a new client. In the event, if you’re not able to pay for the site creation cost, establish a free account on Facebook and Twitter. You may even establish a blog (see below) since it’s not hard to upgrade with the newest job. You may acquire different clients that can follow your webpage – those who might have come from looking up architectural trusses and engineered timber to have landed on your gas installations and hot water service landing pages – and it may be routinely updated with proper images of projects which you’ve finished.

  1. Have a blog on your site

It is a) a good [method to communicate] useful info to prospective customers; b) relevant for search engines; c) great for your brand; and d) it is possible to push it via your social networking stations. People aren’t searching for advertisements. They’re searching to get info. If pressed for time, even a site a month is well worth doing. If your organization is short on composing talent, you’ll find numerous freelance writers on the market. If budget is a thing, he indicates to visit a college.

Fundamental blog kinds by shelf life:

  • Evergreen: Normally, useful topics which don’t alter with time. For example, a plumbing firm may have a bit about the best way to unclog a toilet drain or other emergency plumbing tips.
  • Timely: Topics relevant to a specific time period. As an example, the exact same plumbing business may get an article about the best way best to winterize a sprinkler system.

Raise your plumbing enterprise profitability and stick to the above-mentioned principles to create progress consistently. Attempt to construct and keep the more powerful standing so as to secure more business from the customers.

Marketing for a Women’s Shoe Store

Large companies dominate the shoe manufacturing company with brands that are recognised mainly geared towards athletic footwear and obviously, women’s shoes such as women’s high heels. Nonetheless, these companies focus their national efforts on design and wholesale of footwear when completing most manufacturing efforts overseas. To penetrate this market as a small business owner, you’ll have to be innovative in your design choices and formulate a good set of marketing strategies to achieve a competitive advantage over the online shoes market. Depending upon your advertising budget, there are many techniques you can use to promote your goods and a lot of these are relatively cheap but very powerful.

Develop an Internet presence and conduct surveys

Develop a well-designed site to display the several types of shoes that your business manufactures. Include a functional e-commerce shop, complete with a shopping cart, which takes various payment methods. Prospective customers have the flexibility to browse your women’s shoes online in their own time, solitude and comfort and determine what suits their style and budget. Entice your customers with special deals and promotions, and answer their frequently asked questions. Create additional promotional opportunities by encouraging opinions and collecting customer testimonials — either by follow-up email or on your site about their shopping experience along with your goods.

Hold a fashion show

Hosting a fashion show will create awareness about your shoe line. Hold your show at a time and place convenient to your prospective customers, either in your store, a hotel functions hall or community hall. Focus your theme on women’s shoes because, normally, families spend more on apparel designed for women aged 16 and over than any other apparel product. Seek the involvement of individuals that are integral to your marketing strategy, such as neighbourhood fashionistas and journalists to get the word out after the show. If the event is successful, you can elect to hold ordinary shows in other large markets.

Incentive Programs

Start an incentive program that gives discounts or gifts of your discretion to encourage current customers to refer their colleagues to purchase your goods. You may inform your customers about the referral program after each purchase, though you may prompt inactive clients by steadily communicating via postal mail or email, taking care not to overwhelm them. This strategy makes your customer base a sales force. Therefore, be sure that you thank them within 24 hours of receiving the referral. Track referrals, especially the ones that earn rewards. Consider using online monitoring if your referrals are web-based. Word of Mouth (WOM) remains among the most effective marketing tools on the market, capitalise on it!

Get Social

Leverage your existence on social networks to allow yourself access to an inexpensive, direct marketing platform to promote your shoe line and reach a potentially varied customer base. Your social networking presence is a more relaxed environment, and visitors are more inclined to get in contact with your products at a personal level rather than perceive your company as only marketing items available. Offer information that your readers will find valuable and interesting by integrating web page content with images and videos associated with your products, like an article on how to create women’s pumps feel comfortable. This can generate quality online links that read, share and talk about your shoes with their specific audiences, forcing repeat business and attracting new customers.

Sponsor Contests

People like winning competitions and things present such opportunities. Go beyond classic advertisements and sponsor contests to draw attention to some products. As a strategy, the point is to promote your brand and place your name and logo before the people rather than make money using a hard-sell campaign. By way of example, you might offer to host a neighbourhood soccer game or sports event for students, and give money and gift cards redeemable for buying women’s sneakers online as prizes. Set up highly visible poster displays that promote your goods throughout the event.

Are businesses about to go cashless?

Over the next year and a half, Alan Bekerman intends to grow his healthful fast-food series iQ Food Co. from five stores to eleven and not a single one of them will take cash money. “It was one less thing that we had to think about, which is a huge benefit,” says Bekerman, who analysed the idea at two places when he first opened in February 2016 prior to expanding the pilot to all five of his Toronto eateries earlier this season.


Bekerman is just one of a steadily increasing number of retailers who believe that going cashless helps clients as it speeds up support and frees up employees to concentrate on less mundane tasks.


It’s a choice a few in the industry state is very likely to become more commonplace as tap-and-pay cards and electronic wallets increasingly replace coins and notes, saving retailers and clients valuable time by not having to fumble with money at the queue when purchasing goods like women’s shoes.


It’s something co-founder of DavidsTea, David Segal is banking on, after recently opening the doors to his Mad Radish restaurant venture where he has no-cash coverage in place at both Ottawa places.


“I just feel like the benefits are enormous and so why not try it?” says Segal, who anticipates faster service and greater client experience. He says it is too soon in his new effort to understand precisely how much expediency will be gained, but he considers tap-and-pay approaches will always be more efficient than money exchanges.


For the business owner, Bekerman feels the change to cashless transactions has freed up the time of his restaurant managers from performing primitive tasks like counting cash during the day to more productive undertakings like improving training for team members and overall team management. “The highest paid folks in the restaurants can actually spend that time doing things that we thought were a lot more meaningful,” he says.


For both Mad Radish and iQ Food, the reception for their cashless payment systems has been mostly positive thus far.


The stereotype might be that older generations are technology laggards, and don’t understand web page content let alone tap and pay and online banking, but Segal says the tween market — where children might just receive spending money from parents compared not in their own bank account — presents the only challenge. But Mad Radish is now working on a solution, such as a reloadable gift card.


Bekerman says he’s just heard of a few cases of customer grumblings when his company first made the change to electronic payments. The complainants included an executive assistant whose supervisor handed over money to cover lunch and a couple of folks who solely used cash or Bitcoin because of privacy concerns that their personal digital content will be released to hackers.


Consumers, in part, may be driving the trend toward digital-only payments. “Cash is significantly down as a preferred payment device,” says Angela Brown, CEO of Moneris Solutions.


In the recently passed quarter of 2017, a whopping 39.5 percent of payment transactions used tap-and-pay techniques to pay for goods and services, based on information from the debit and credit payment processor. That is up from 30.86 percent the year before. Moneris predicts that figure will jump to 50 percent by the end of the year. This data isn’t just based on larger purchases like women’s boots, but smaller purchases too like coffees and snacks.


The escalation comes as electronic wallets gain a foothold in Canadians’ smart phones. Google’s Android Pay started in the nation at the end of May, while Apple Pay has been available now for at least a year. The increasing availability of these kinds of approaches will significantly increase non-cash obligations in the long term, Brown says.


Last year, the business predicted cash purchases will account for only one-tenth of all money spent in Canada by 2030, and she says that the company remains confident that will be the case as both customers and companies start to prefer the ease of digital payments. The Expansion in tap-and-pay cards and electronic wallets “is absolutely cannibalizing cash transactions.”

A Budget For Marketing Automation Software

Marketing budgets are rising in organisations across the UK, but with greater spending power comes heightened expectations and a closer eye on ROI. Deciding exactly what budget is required for marketing automation applications is therefore far from simple. There is the first ‘price tag’ to think about, of course, but the true ‘cost’ of marketing automation isn’t only the fee for the stage itself. If the tech is clunky, time-consuming or difficult to utilize, by way of instance, it will be turned into a burden instead of a value-adding asset. But when the system is slick, intuitive and supported by a group of local marketing specialists, a return will soon be recouped.

SLAs also offer an investment security net as they provide a warranty concerning the access to the platform and its reporting capabilities. The last thing a marketing team needs is to invest in a platform that’s always offline! In other words, as the age-old proverb goes, if you buy cheap, you frequently buy double. But how much should be spent on marketing automation? Of course what’s affordable for one organisation might appear much too expensive for the following with poor network performance management, so decisions need to be made on a case-by-case foundation.

There are a number of ‘free’ automation solutions available in the market, which perhaps provide some support to microbusinesses that are dipping their feet in the water when it comes to lead nurturing.

These solutions can seem attractive at first glance because there’s no initial charge for their use of their core services or products. However, these ‘freemium’ versions can soon become very costly since the basic operation is often quite limited – after all, these aren’t marketing charities. When advertising teams seek the additional tools they really need, the prices soon escalate as the ‘add ons’ are commonly billed at a premium cost. What was an inexpensive alternative at the beginning can become far from cheap in the long term.

Whilst certainly not ‘free’, you will find some more complex marketing automation platforms available on transparent ‘pay as you go’ pricing arrangements which lay out the menu of prices from day one. First set-up fees are often incurred for these solutions but with prices as low as $600 and competitive prices on email sends, such pricing models enable marketing teams to plan for – and stick to – the budgets they set.

There are also tiered options available, which reflect the depth of operation bought, with added elements able to be bolted on based on whether they are or are not required or whether further software testing is required. This means a company pays only for what they want, and just when the technology is perspiration – not when it is not! Such market variances can make it difficult to compare various quotes on a like-for-like basis. Many companies claim to provide marketing automation by way of instance, but their offering is little more than email distribution.

The overall advice? Explore the market with an open mind, ask questions specific to the action and aims of the brand concerned, and stay focused on these objectives. Fancy bells and whistles might seem attractive but the technology ought to be rated, pound for pound, contrary to the use case. If in any doubt, ask the seller to build a business case which will ensure ROI stays in sharp focus. This way, the investment is made out of total costs and value in mind, not just the initial outlay. Marketing your business, whether off or online, is a time intensive procedure. As your company grows, managing direct capture, nurturing, converting and connection management become too large to manage manually, which is the reason why small business owners turn to marketing automation applications or IT consultant companies to control the load.

Generally speaking, automation brings many benefits to your small business including: rate; lower prices; and time savings. But as the advertising, selling, and relationship management procedures involve so many steps, many of which are replicated for each client, promotion is very suited to automation. And that is where marketing automation applications and other agile and automated software for testing managed services comes in.

Marketing Automation Software

Thankfully, there are many advertising automation software alternatives for small businesses. These solutions can take care of a few, or all types, of automated advertising techniques. In other words, they comprise various automation features such as:

  • Types and landing pages,
  • Automated email campaigns,
  • Trigger emails based on custom or set rules,
  • Constructed eCommerce performance or integration with eCommerce platforms,
  • Lead scoring,
  • Constructed CRM or CRM integration,
  • Smarter segmentation and
  • Website behaviour monitoring.

Note: Not all options provide every feature.

While you may be reluctant to try one because of price or learning curve, you must be aware that many marketing automation software vendors:

  • Charge based On use (number of consumers, features used, etc.) so the price scales, and is manageable, as you grow; and
  • Offer solid Help as you learn how to use their tool such as free training, client Support representatives, thorough documentation and a supportive user community forum.

From that point, you’re ready to start making the most out of marketing automation applications.

What’s on at Melbourne’s Media and Marketing Summit

The event is set to be held in Melbourne CBD on the 2nd of August and is the first Media and Marketing Summit in Victoria, which follows on from the Sydney event in May, with a line up of new topics and world renowned speakers, the focus of the summit is designed to make media and marketing make more sense. The summit will hold speakers of companies such as Universal Music, ANZ Bank, Lenovo and of course, Holden General Motors to name a few of the big brands in attendance. Also at the Melbourne Media and Marketing Summit will be:

Keynote: Redefining Holden

The keynote on redefining Holden will be presented by the director of marketing for the company, Mark Harland. The Australian born automobile brand is on the cusp of a phenomenal shift and Harland will delve into why the brand isn’t going to rely solely on TVCs and conventional marketing approaches, but will innovate to reflect the fact that Holden’s vehicles are more technologically advanced and safer than ever before. He’ll discuss the brand’s moves into ride-sharing technology and ways it is seeking to revolutionise the car buying experience and become business leaders in the motor industry.

Finding success in collapse

It takes a courageous marketer to acknowledge failure. But, those failures — whether it be likely failures, creative failures, or effort failures — will result in incredible learning experiences. We hear from some of those men and women who haven’t reached all their goals, and receive some business coaching in the form of a special insight into how failure changed their tactics and strategies forever.

Mark Ritson’s Nine Circles of Digital Hell

Described by an attendee in the Sydney Media and Marketing Summit as one of the best presentations they have ever seen, Professor Mark Ritson provides a finely tuned adventure through the electronic inferno.

 Brand Building in a Digital World

Has new brand building efforts been sacrificed in the name of electronic tactics? Are entrepreneurs overly worried about push messaging, rather than pulling from the hearts and minds of consumers? How is a brand cultivated and grown in a digital environment; what would be the best examples, and what could be learned from them?

 The New Face of Agencies

Whose game is it anyway? When a creative service can become a media service, a media service is a digital store, and manufacturer becomes a publisher nothing is black and white. With these blurred lines, it is tough to recall that the important thing is the outcome. How are agencies and customers reshaping what they do to provide superior outcomes and relationships – and what is working? A small business coaching program will be run to assess how we can raise revenue while maintaining and developing relationships with consumers.

Health and Wellbeing Session

The health and wellbeing presentation will be presented by Tonic Media. Most of us know that people are crucial to business success and excellent marketing, but it is getting ever more difficult to balance life in the fast-paced media world. In this well-being ‘psych-up’ session Matthew Johnstone, ambassador of Tonic Health Media, he will teach you stress management techniques for working in a busy media environment and help you and your teams build strength, find balance and develop mindfulness.


The Melbourne Media and Marketing Summit will run on the 2nd of August in the Australian Centre for the Moving Image, at the heart of Federation Square. You can purchase tickets now.

Creating A Marketing Plan

Whether you run an e-commerce store, have recently launched an online startup or you run a local service business that targets people who use the web to search for your services, you need an online marketing plan that sets out your activities.

First, you need to carry out an audit and analysis of your business and the marketing environment. That means you need to research your target markets and identify segments that are interested in your products or services and assess if you have the resources.

Your audit will also include analyzing your competitive forces to see how well resourced they are and if you can take them head on or use a flanking or guerrilla marketing strategy. Finally, you will look at the macro forces like technology, politics and social factors that are outside your control and that could impact your business.

So, here are 6 tips to help you create your marketing plan:

1. Create Marketing Objectives

From your audit, you will discover what is most important to your business and that will form the basis of your objectives. Your objectives are unique to your business and are statements of what you want to achieve.

They are short-term goals usually covering a period of 6-12 months and they should be specific, measurable, achievable, relevant and time-related (SMART). An example of a SMART Objective is:

“Increase organic traffic by 20% with Millennials by 31 December 2015”

Now that you’ve created your objectives, you will move on to the next stages of your online marketing plan and focus only on activities that help you achieve your objectives.

2. Know Your Customers

Your audit will help you identify potential segments that you can target with your products or services. Very few businesses have the financial and people resources to target all segments in the market, so you should pick the segments that you have identified as having the most potential.

A potential market is one that has the money to afford your products and is large enough for you to make sales to cover your operational costs and also make profits. So, to maximise your revenue or sales, you could opt for a multi-segment strategy that you target multiple groups with your products or services.

There are many online tools you can use to identify your target demographics and where they are based and some of these you can find in Google AdWords, such as the keyword and display planner tools. Also, you can use survey tools like Survey Monkey to understand the needs of your target markets.

3. Monitor Your Competitors

Having identified your competitors from the audit, now you need to pick three or four that you will monitor and benchmark against your business metrics. This is where your KPIs (Key Performance Indicators) become more relevant because you are comparing your progress against business rivals.

The web provides many tools to monitor competitors and one of the popular ones is Alexa. Another one is Compete and these tools and others provide you with details about your competitors’ visitor demographic and geographic data and how they are performing on metrics such as traffic volumes, time on site and popular keywords. Mobile data capture is another tool you can use to track what your clients are searching for.

For social media, a tool like Social Bakers is handy to assess and monitor your competitors’ performance in the social sphere, which is now more important than ever.

4. Decide On Your Promotional Strategy

The strategy section of your marketing plan is an in-depth section on how you reach your target markets with your offers. It covers your positioning in the market and marketing mix tactics like a product, price, place, promotion, people, process and physical evidence.

With promotion, for example, you will identify all the online channels and tools that are relevant in your industry and some popular ones include PPC advertising, SEO, affiliate marketing, blogging, email marketing, social media and so on.

The tactics you choose as part of your strategy will depend on what financial and people resources you have and this will feed into your budget.

5. Create An Effective Budget

Your marketing budget should be large enough to allow you to implement your strategy. If it’s not, then you should prioritize your tactics and activities and focus first on those that will help you achieve your objectives, while meeting customers’ needs.

Budget setting is a specialized skill and you should get assistance from a financial expert if you struggle to develop this part of your marketing plan.

6. Control Your Activities

Finally, your marketing plan should include details of how you monitor your progress towards achieving your mission and goals and what you will do if things go wrong. This is an interesting part of the plan because it lists all the activities and who will be assigned to what activity and what the cost will be.

Remember to get senior-level buy-in and ensure that everyone in your team understands what their roles and duties are. So, you should have a timeline or a reporting dashboard that lists all these activities and continue to change it as things progress.

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