Recently I was given the fantastic opportunity to present to around 35 members of the Air Cargo Club of Australia, a not-for-profit organisation whose members are airline representatives, freight forwarders, industry service providers, government officials, customs agents, exporters and importers.
One of my longest standing clients, EB Transport, is a member of the association and the title of my presentation was inspired by an initial conversation I had with their leadership team around 15 months ago. EB Transport provide freight and warehousing services to their customers. At the time they were already successful but, thanks to a proactive thinking leadership team, were driven to grow and improve their business. EB transport pride themselves in providing outstanding service and have an extremely loyal customer base – some of their clients have worked with them for over 20 years! I have worked with EB transport to provide a number of services including a strategy, brand, messaging, website, social media, lead generation and videos.
So their own very honest appraisal was based on the following – they knew that there were ways to innovate their approach to marketing oriented sales but, using their own words, “We don’t know what we don’t know”. This acknowledgement was one of the smartest comments I have ever heard. To recognise a lack of knowledge or experience is essential for a business owner. I have done the same when it comes to finance for example, if you’re not an expert - then bring someone in to be one, so that you can focus on your core business!
During my 40 minute presentation I went through a 10 step approach to smart marketing, starting with the company vision and mission through to how to measure results. It wasn’t “rocket science” or technical, just some suggestions on how to approach it. I am a firm believer that marketing isn’t about the size of your budget, it is more about using it effectively (this phrase has historically been put to many good uses! But I find it very appropriate in this instance). The feedback was great – people approached me afterwards and said they had never heard anyone discuss a holistic approach to marketing before. I agree it is a challenge because from personal experience when I was running marketing and corporate affairs at Nokia, it is difficult to be an expert in every element of marketing.
When I returned to Marketing Entourage HQ after the meeting I said to the team that we should try and build a forum to help businesses discuss their challenges. We could also then provide some tips on what would be the best approach based on both our own experience and the feedback and results from our customers.
So we have created an interactive workshop called “The Power of Smart Marketing” and we would like to share it with you. There is no charge for the event and it would be suitable for anyone interested in getting a better understanding of the whole marketing process. If you would like to be part of the conversation, you can register here.
We look forward to seeing you there!
Phil Ore, CEO of Marketing Entourage
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by Phil Ore
Written by Phil Ore
Phil Ore is the co-founder of Marketing Entourage, co-founder of Entrepreneurs&Co and global ambassador for Inspiring Rare Birds. He has dedicated his professional career to helping people and businesses succeed through human centred strategic design, idea generation and brand expertise to improve the customers experience. During his global career, Phil has been fortunate to have had a wide range of roles working for, and alongside, some the worlds largest corporations and brands. Phil is passionate about the Australian startup ecosystem and is a mentor, advisor, MC, and panelist for various social impact, NFP, entrepreneurship and technology based businesses and events.