Wednesday, April 24, 2013

Local Marketers Positive About Incresed Future Spending in 2013


Recently the The Australian Marketing Institute and Colmar Brunton's Fourth Annual Senior Marketers Monitor revealed a range of insights about current market sentiment and practice, providing pointers to changing levels of marketing activity. 



The research was conducted during December 2012, and the key findings included:

Marketing budgets continue to grow:   

Overall, budgets are expected to record another increase in 2013, although only at around an average 1% (against the 3.5% recorded in the previous survey, and the 4% growth of 2011).  One third (34%) of marketers are anticipating their 2013 budgets to increase, against 38% expecting expenditures to remain largely unchanged.


According to Australian Marketing Institute CEO, Mark Crowe: “Again we are seeing large budget variances across all sectors, but organisations with a turnover of under $150 million are more likely to be expecting budget increases in the year ahead and among those expecting increases the average lift is a healthy 16%. While the top marketing priorities include measures to increase sales, maximising marketing expenditure efficiency and focusing on more profitable market segments, there are interesting shifts in the intended use of communication channels.”

Marketers continue to feel positive about their profession and its role   

Similar to the previous two years, most senior marketers (76%) feel ‘positive’ or ‘very positive’ about the role and influence of marketing in Australia today.

According to Mark Crowe: “ Despite the variations in budgets forecast, there is a continuing confidence in marketing’s role and influence in Australian business. The latest survey lends further support to earlier indications that marketers’ confidence in the future is not directly linked to budgets.”

Marketing Priorities    

No major changes over 2012, but emerging shifts in the use of social networking and Web 2.0.

•    Measures to increase sales
•    Customer acquisition
•    Maximising efficiency of marketing expenditure
•    Maintaining, building brand/s
•    More profitable market segments

Challenges faced by marketers

•    Effectively getting messages to market 
•    Acquiring new customers
•    Maintaining current customer base
•    Demonstrating the contribution of marketing to senior management
•    Maintaining pricing/margins

Changes in media expenditure

In terms of use of media the top five increased channels are:

•    Social networking and web 2.0 applications
•    Online advertising
•    Public relations
•    Viral marketing
•    Direct marketing

“Traditional media is being used more by a minority of marketers,” comments Mark Crowe, “with the stand-out examples being Print (12%), radio (8%) and Free to Air TV (4%).”

The survey was run online and is based on 259 responses from senior marketers.  The survey was administered in December 2012 and is the fourth annual Senior Marketers Monitor conducted by the Australian Marketing Institute and Colmar Brunton. 


This research looks very positive and is suggestive of a more positive role for the marketing profession within the overall scheme of Australian business which is good news for all of us.

And until next time, good luck and good marketing.

Regards,
Daniele.






Friday, April 19, 2013

Speaking of Habits



If You want to achieve something great, don’t look for inspiration.  Instead look for good habits.
                                                                                                                                                                Sal Lima



The Four Habits that Form Habits
By Leo Babauta

My daughter wants to work out more, but she has a hard time forming the habit (many of you might be familiar with this problem). From having to get dressed to go to the gym, to actually going to the gym, to the thought of a hard workout … our minds tend to put off the habit.
The solution is exceedingly simple: just do 3 pushups. Or tell yourself you have to walk/jog for just one minute.
Make it so easy you can’t say no.
Of course, most people will think that’s too easy, and tell themselves they have to do more than that. Leo’s advice is for other people! Unfortunately, it’s this mindset that causes people to fail at habits — we think we can do more, despite past evidence to the contrary, and so we aspire to greatness. We try to climb Everest before we’ve learned to walk.
Learn the fundamentals of habits before you try to do the advanced skills. If I could convince people of that, I could get millions to change their habits, be healthier, simplify, procrastinate less, start creating amazing things.
Today we’re going to go over the fundamentals of habit — four key habits to form habits. If you can learn these four habits, you’ll have the foundation to form pretty much any habit.
Habit 1: Start Exceedingly Small
Another common habit that too few people actually do is flossing daily. So my advice is just floss one tooth the first night.
Of course, that seems to ridiculous most people laugh. But I’m totally serious: if you start out exceedingly small, you won’t say no. You’ll feel crazy if you don’t do it. And so you’ll actually do it!
That’s the point. Actually doing the habit is much more important than how much you do.
If you want to exercise, it’s more important that you actually do the exercise on a regular basis, rather than doing enough to get a benefit right away. Sure, maybe you need 30 minutes of exercise to see some fitness improvements, but try doing 30 minutes a day for two weeks. See how far you get, if you haven’t been exercising regularly. Then, if you don’t succeed, try 1-2 minutes a day. See how far you get there.
If you can do two weeks of 1-2 minutes of exercise, you have a strong foundation for a habit. Add another week or two, and the habit is almost ingrained. Once the habit is strong, you can add a few minutes here and there. Soon you’ll be doing 30 minutes on a regular basis — but you started out really small.
Try the flossing habit — try to floss every tooth every night, and see how far you get. You might succeed … but if you fail, try just one tooth per night and see how far you get. Your mileage will vary, but on average most people get farther with a habit when they start small.
One glass of water a day. One extra vegetable. Three pushups. One sentence of writing a day. Two minutes of meditation. This is how you start a habit that lasts.
Habit 2: Be Mindful of Negative Thoughts
Most people will skip this habit, because they don’t think it’s necessary. Then they wonder why the habit failed.
When I quit smoking in 2005, I finally learned to watch my thoughts. I saw that I had a lot of self-talk I wasn’t aware of. My mind would start rationalizing the idea of smoking just one cigarette. “One won’t hurt!” “Why are you torturing yourself?” “Is this really worth it?” “Just give in, it’s much easier.” “You can’t do this, it’s too hard.”
Think about those thoughts for a second. How many did I have that I wasn’t aware of? How powerful were they, when I didn’t realize they were there? How many times did they cause me to smoke when I had previously tried to quit? And how often do these kinds of thoughts act on you?
The same thoughts happened when I tried to start running the next month — my mind would say, “You should stop now. It’s too hard. You’ll feel much better when you stop.” And of course, thoughts like these are very tempting, very powerful.
Then I started to learn to eat healthier, and repeatedly failed because I would give in to chips and pizza and ice cream. My mind would say, “You’ve been doing good, and this food is your reward!” Or, “Why are you denying yourself pleasure — life isn’t supposed to be hard!”
I learned to let these thoughts go. They are just thoughts — they don’t control me. They are just things that happen, like a leaf falling from a tree as I run by. Interesting phenomena, but not a determination of my life.
Watch the thoughts. Learn to let them go. Get good at discomfort. Triumph over the childish selfish scared mind.
Habit 3: Savor the Habit
This is the converse of Habit 2, but just as important. Your new habit isn’t some sort of sacrifice, some sort of chore you need to get through to get to your better life.
Your new habit is your better life.
The new habit, whatever it is, should be something you enjoy. Otherwise, don’t do it.
If you want to eat healthier, learn to enjoy the taste of this delicious, fresh, healthy food. An apple can be just as delicious as any junk food snack, if you pay attention and savor it.
If you are exercising, pay close attention to and enjoy the moving of the body, the feeling of exertion, the flow of blood through your brain, the focus.
If you are writing, sit with the words and enjoy the quiet concentration, the exhilaration of creation.
Learn to enjoy the habit, and the habit will become its own reward. The goal isn’t some distant achievement, but the process itself.
Habit 4: Have a Plan for When You Falter
This is really key — I can’t count how many people I know who have done really well with their habit for 6-7 days, and then when some disruption happened (it’s incredibly common), and then never re-started.
Get in the habit of re-starting when you falter.
How do you do that? Get some accountability — promise a friend or your spouse that you’ll pay $25 if you miss your new habit two days in a row … and then double that the next day ($50), and double that if you miss four days in a row ($100), and double every day you miss in a row after that. Or promise to mow someone’s lawn or wash their car if you miss three days in a row. Tell everyone on Facebook that you’ll personally clean their bathrooms if you miss three days in a row.
Missing one day in a row is not the end of the habit. Missing two days isn’t great, but you can recover. Miss three days, and the habit is shot. So don’t allow yourself to miss three days, and try your damndest not to even miss two days.
Forming the Four Habits
So how do you form the habits that form all other habits?
As simply as possible.
Choose one incredibly easy habit to do in the next two weeks. Floss one tooth. Drink one glass of water. Eat one fruit. Exercise or meditate or write or do yoga for 2 minutes a day. Just two minutes.
Then apply all four habits to those two minutes, every day. You’ll start to learn how to form a new habit, and that’s a skill that will pay off for a lifetime.

A Great article that I hope you all apply to your businesses and life.
And until next time, good luck and good marketing.
Regards,
Daniele.

Sunday, April 14, 2013

Differentiating Your Brand With A Powerful Unique Selling Proposition (USP)

One thing that never ceases to amaze me is how many businesses out there put little or no effort into differentiating themselves from their rival businesses in any meaning way.

Ask yourself this very important question to determine how differentiated you are in the minds of your target audience. Namely, when my prospects look at our brand what differences do they see that will make them buy from us and not them?

Fairly confronting question I know and one that when I ask it at seminars and in one on one consulting sessions with clients, too often at best leaves the person looking uncomfortable and at worst leaves them speechless as the obvious fact that are in fact totally undifferentiated starts to dawn on them.

If this wasn't bad enough, other businesses realising that were in this group, make some cosmetic change for the sake of being different, not realising that this change does nothing to differentiate them in  genuine way from the other business that they need to compete with.

 For this change to matter it needs to meet some important criteria. Firstly the difference you make needs to relate directly to the need of the target audience, and by definition be something that the opposition are not offering despite being something that is sought after by customers. In short the change must be meaningful.

Secondly the change must be sustainable. What good is it to have a valuable point of difference that is here today and gone tomorrow.  When you are putting your marketing mix together, the delivery of the appropriate package of goods and services, needs to be delivered consistently over time in a uniform and predictable manner ensuring positive consumer outcomes and experience.

If both of these criteria are achievable then you USP will work and will in fact make you stand out in a positive way from the proverbial crowd. Usually this will then be the foundation to position you brand for long term success in your market place.

So now it's over to you. Think about your product range or brand. Identify your existing points of differentiation and see how effectively they meet the dual criteria outlines above.  If they do, well done. On the other hand, if they don't you may have some additional strategising ahead of you.  

And until next time, good luck and good marketing.

Regards,
Daniele.





Saturday, April 6, 2013

Happy Easter For You and Your Business

Naturally this week as I've spoken to people I have said routinely, "did you have a great Easter break?" To which many of the people said they had. That's great of course as regardless of your religion, it's a great time of year to sit back and enjoy your family and appreciate the good things in life. All good.



But when I ask people, OK so what if anything did you do for your business through this period,
Sadly the answer is too often, nothing.

From a business perspective you must also train yourself to see major religious and secular holidays as real
opportunities to align your product offering with that festival, holiday or season, with the view of raising awareness and ultimately sales.

Sales promotions, themed advertising, dressed up sales people, innovative PR, offer driven social media marketing and so on and so on.

OK so Easter is behind us for another year but looking forward what are the next significant points of interest and significance for your market calendar.  Pull out your diary now and mark them all down.

Now allocate some part of your promotional budget to each of these times and think tank some events, offers or interesting ideas to leverage the season and drive interst in you and your product.

And until next time, good luck and good marketing.

Regards,
Daniele.