Why your marketing plans have to change !

I speak to an meet a lot of different business owners and every single one has a differing view on what life after this crisis will look like.

For many it will be a gradual return to business as usual and others it will be a slightly different version of the past.

I think they are wrong and I think businesses should be preparing for very different times ahead.

There is no doubt that the Government JobKeeper (& Seeker) programs have saved Australia from a great depression, but things will not be returning to normal any time soon and here is what I think people are missing.

Unemployment is going to be a thing – A big thing.

Hundreds of businesses have closed and many won’t return and come October when the Government funding runs out, people who have been saved the initial pain of this situation will suddenly be faced with the reality that they are actually unemployed and will join a long queue at Centerlink.

This will change the spending capability of consumers put simply discretionary spending is going to take a hit.

The Real Estate Market will stall.

The current situation of rent freezes and defaults may rectify to some degree, but unemployment is going to continue to put strain our real estate sector. People on Mortgage Freezes now will be faced with their mortgages restarting. But the real problem may lie in the ongoing restrictions of travel and MIGRATION.

With Australian property investors so heavily reliant on population growth to maintain and push demand our lack of immigration will quickly show, mortgage and rental defaults could make many properties worth considerably less or even unsellable. This will change our wealth structure and again spending will take a hit.

Our war of words with China will hurt.

The current war of words with China of the origins and handling of the situation will potentially alter our trade relationship with them for a long time. An our exports will also take a hit, and the cash cow of Chinese students will hit our education sector and tourism as if not already reeling from COVID-19 will also see a reduction in Chinese tourists. The impact will be felt throughout the economy but think of those businesses built around this market such as student accommodation will be severely impacted.

So the economy may well be hit HARD and I don’t think there has been any real discussion around what the government is going to do beyond October. And I don’t think many businesses are in the head space to either given the shell shock of this situation.

No one has a crystal ball so none of those may necessarily DIRECTLY impact your business, but at a macro level they may well alter the economic conditions we all trade within and it also means some new things to consider in terms of HOW your promote your business.

 

So what can you do.

  1. Build brand recognition – At this moment just being a survivor of the crisis will say something about your business – especially in sectors heavily impacted by the crisis.Post crisis however, people will potentially be left with an abundance of choice (in some sectors) and in some cases a level of scepticism as to what reflects a good deal. With less money to spend and offers likely to be coming from everywhere as people try and move stock, re-establish cashflow and just generally compete for sales – the power of your brand will be vital in providing trust and a point of differentiation beyond price.

 

  1. Reward your loyal customers – With stock potentially sitting around for extended periods many businesses will go into discount mode. This may be a short term strategy that dilutes the value of your brand and product/service – so consider offering heavy discounts to existing or loyal customers as a special offer first. This has a few positive outcomes strategically, 1) It rewards those customers who have been loyal to your business first 2) It tests the market and will provide market feedback as to the markets sentiment 3) It does it without public dilution of your prices to new customers.
  2. Sharpen the product offering – with less money circulating in the economy there may be less breadth in terms of the spectrum of (what was) your customer base. So look at your numbers and consider honing down to a smaller more focussed product suite that reflect your most VALUABLE product lines. Hone in on who your core customers are, who are the most valuable and focus your marketing budget on reaching them more effectively.

The market may very well be different than what it was prior to the COVID-19 crisis however, if we consider that the Australian economy may well have been on the way to a major recession any way – One massive positive may well be that whilst the economic situation, post COVID-19 may be soft – there will be a huge effort on behalf of the government (governments around the world) to accelerate the economy and people will generally be equally focused on recovery from the crisis rather then bogged down by the rhetoric of a recession.

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Is this the true “Spirit Of Australia”

Brand guidelines make way for brand genuineness.

COVID-19 has changed the way businesses are communicating. the strict corporate guidelines have been put aside and they are showing a more HUMAN side of their brands. And it is FANTASTIC!

Typically, all we ever see from large corporates is overly polished videos brimming with emotive copy/voiceovers designed to endear us to the “values” they share with us.

Rarely do businesses actually find a genuine way to connect with their customers.

Now, to be fair Qantas has had some success in the past – The Qantas Choir genuinely pulled on the heart strings on Australians and helped keep Qantas “The Spirit Of Australia”.

Whilst the latest video from the BIG RED ROO may not be an official piece of content from the airline (we simply saw it being shared via social media) and it no doubt lacks the multi million dollar budget, the epic scenery and the heavenly sounds of that campaign, we think it, during these crazy times, reflects “The Spirit Of Australia” just as well. But perhaps more importantly, it reflects the “Spirit Of Qantas” a brand not merely made up of the BIG BRAND stuff, but the gals and guys that truly make it fly.

 

Now some might think this is a bit naf, or perhaps not quite polished enough for a brand like Qantas. And we get that, but if nothing else it demonstrates the passion of the staff and that even during the “downtime” (literally in this sense), they are committed not only to their jobs, but in finding their own way to show their pride in the brand they still call home!

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Navigating the COVID-19 Crisis Panel Discussion!

Was an absolute pleasure to join host – Hailey Mason from THE SHIFT PanelCast for Episode 3 along with Jen Colman head of Sponsorship & Events at Optus and Chris Toward from Project 9 Events. We discussed the current state of play, what brands are doing in terms of communications and the role events will play as we emerge from isolation.

 

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Why I think COVID-19 is Australia’s time to shine.

With so much discussion around COVID-19 and what will, and will not happen across the global economy – it struck me that perhaps in an Australian context we should be changing the narrative a bit.

The Covid-19 Global Pandemic has impacted nearly 2 million people at the time of writing and sadly many have lost their jobs, or worse. The global economy is in near meltdown as the crisis unfolds and indeed the Australian Government has unleashed almost AUD$150BN to help keep the Australian economy from collapsing.

Our world is generally dominated by economies so much larger than our own, but the crippling effect of the pandemic has struck those nations much harder then Australia and its near cousin New Zealand.

This could leave both countries in an enviable and somewhat unusual position of having near zero cases of the virus, and due to our “lucky country status”, enough population and resources to actually be near self-sufficient as we move into what is likely going to be, a prolonged recovery period.

The reality of the Australian economy is slightly more complex then that, I appreciate we are a cog in the wheel of global trade, but if we concede that the global system, at least for the near term, is fractured – there is a very big and unique opportunity for Australia and New Zealand to create a South Pacific economic zone, that can be broadened to include countries that eradicate or control the disease over time.

Australia and New Zealand have a chance to lead the world while America and Europe is hamstrung by the longer term reality of the crisis. China is perhaps sidelined also by both skepticism over their control of the virus and their initial response to the situation in the first place.

Indeed, if Australia and New Zealand work together on a unified policy to see out the next few months and reduce the virus to near Zero, the major threat to the national health system will be alleviated and domestic commerce, zonal trade, events and even travel could return.

Islands like Fiji or other South Pacific nations with our help, could also limit their cases and the zone extended to keep these tourism based economies alive with tourists from across the region. It may even have a political benefit given concerns over China’s increased political influence across the South Pacific over recent years.

Parts of South East Asia and even South America might be encouraged to be included in the “Economic Zone” as well.

The government is clearly focused on the monumental task of keeping the population safe right now, but like business, as a nation we must also have an eye on the next move. No doubt the easy path will be to ride out the storm, and return to the status quo, re-connecting us to our largest traditional trading partners in a business as usual approach – but is that realistic?

I don’t think we can genuinely hope for a return to life as we knew it, at least anytime soon, the game has changed. Its time to be proactive, there will be few times in history where our tiny nation(s) could exert such regional and global leadership.

It won’t last forever, we know that, but in the meantime Australia, New Zealand and those nations in the region who have the capability to resolve the health aspect of this crisis, have an opportunity to sustain and even improve their economic outlook in the current circumstances, by building regional solidarity and co-operation at a time when the pull and influence of the global superpowers is undertaking what you might call economic distancing!

For Australian businesses, such an opportunity I think calls for further investment at a government level, further incentives to help further kick start the region.

Regardless of whether or not the government see this as an option, with the likelihood of Australia and New Zealand being one of the first western economies to at least control the virus and come out of isolation, there will be few of our big friends able to play for a while so refocusing your business on a domestic market and our neighbor(s) I think is imperative – remember people will be enthused by new found freedom, following isolation, and the world with which they emerge will have changed. The business landscape and the rules of the game have been blurred – This is going to mean there will be some genuine opportunities on the long road to recovery and they are likely, for now, to be closer then you think!

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5 ways the business world will look different after COVID – 19!

The COVID – 19 crisis will for a long time change the world as we know it

Social distancing will lift, international travel and trade will recommence (at some point) but it is going to fundamentally change the way businesses operate.

Here are 5 Key thoughts around what the “New NORMAL” post COVID – 19 might look like.

1. Consolidation & increased market share

Some smaller business as well as some of the weaker large scale players may not make through this situation, and no doubt those that survive will have seriously depleted balance sheets. Many businesses may need to borrow to rebuild, but borrowing constraints are likely on the back of large government hand outs and increased over all debt levels.

However with both businesses and assets likely to be on the market at low prices – expect some competitors to swallow these up and buy market share along with it.

2. Fewer physical stores

Flight Centre announced (400+) hundreds of their outlets will close and thousands of staff stood down and they are not the only ones. The list of businesses, big and small who are closing outlets and offices is long, and will likely get longer and many of those will never reopen.

This will likely be an opportunity for many businesses to reset and refocus and may well lead to both significant change in the physical retail landscape but also innovation across all sectors. E-commerce will become even more vital to business and not just while we are all under house arrest, this experience will change and develop habits that will become more and more entrenched the longer this situation unfolds. Take a look at this new online marketplace hastily produced by Westfield (Scentre Group) taking their malls online https://direct.westfield.com.au/centres/?_bc_fsnf=1&list_all=Centre

These sorts of innovations will likely remain in place and may in-fact change the nature of physical malls, just as the work from home (WFH) policies we are seeing during this period, might drastically change the physical office structure of businesses going forwards.

Our lives may in fact become far less tethered to physical locations so the online environment is going to become even more vital.

3. Local will become a valuable commodity

Over the last decade or more as the world has become more and more globalised and brands have become more and more international – we have lost touch with our local shops, suppliers and community marketplaces.

We have also been very focused on achieving the lowest possible price at all point along the line, from wholesalers, retailers and the end consumer.

This will change – people, by virtue of lockdowns and the perception of safety will for a long time after this situation passes, become more focussed on the value of “local”, not just their local stores and environment, but domestic brands and manufacturing will likely also become important as the nation seeks to rebuild and people look for quality not quantity driven by altered business and personal financial circumstances.

4. New hero’s

Adversity often leads to both innovation and growth but often with a solid dose of pain along the way. Expect some well known brands to fall and some challenger brands to rise.

At the end of the day, our need for products and services won’t be altered greatly by what’s happening – but our way of engaging with businesses and service providers will. For some brands this will be their moment to reshape their brand/business to take advantage of these changes, for others who take a business as usual approach – they may well be left behind.

5. Communication is KING!

In any relationship showing empathy and understanding for the other party goes along way to engaging them or reengaging them in the relationship. Right now, both the business itself and the community needs, have changed and rapidly.

As both sides of the relationship change to meet each other, there may well be some friction, change is always hard. So, businesses to clearly articulate both understanding of their customers situation but also sign post how they are changing to meet their needs will proposer.

Just as the physical ways in which the facilitation of business is changing so too is the is the nature of marketing communications. Businesses that establish strong and consistent communications during the crisis will come out the other side with a vastly more engaged consumer base and for some brands even a brand awareness and loyalty significantly above what they started with prior to the Covid – 19 situation.

How are we helping customers with this in mind?

We are a marketing a advertising agency focused on the digital environment. With clients across an array of industries we are seeing the impacts first hand and much like the virus itself we can see that for some businesses (sectors) this will be a mild flu, for others this will kill them.

What we are providing is cross sector insights and ideas and strategies to help business formulate a cost effective communications plan, but also aiding them in providing ideas for digital innovation, transformation and even pivoting.

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COVID 19 – Why your business will miss out!

Why your business will probably miss out on the opportunity COVID 19 presents!

The Morrison Government have potentially averted an economic downturn possibly with the enormity of the great depression with their announcement to subsidize wages.

Whilst the extent of the crisis is hard to estimate at this point, Morrison’s economic plan does have the potential to restore a great deal of confidence in the market despite the fact that many of us are stuck at home and being forced to keep our social distance.

It may also be the case as this situation drags on, assuming people are at least not in desperate financial hardship – we may see the economy start to breathe again sooner rather than later. But it will be a different market place, with continued social distancing measures likely to mean online businesses have the potential to really flourish.

Whilst hard to imagine given all the uncertainty – now may well be the time to invest in upping your online game; be it marketing, sales or customer service. Being “online ready” with systems and platforms to service your customers effectively and remotely will be vital. And not just for the short term based on the level of change we are experiencing, this virus is likely to have a long lasting impact on the way our society interacts.

Doubling down on your digital foot print cost prohibitive or even counter intuitive given the uncertainty, but NOW is the moment to build the systems to best service your customers and reach out to them.

Here are some reasons why?

PERCEPTION

In a world gripped by fear and uncertainty – the continuation of communication (marketing & promotion) even if you are not trading NOW will showcase that you are a strong reliable brand even if just perception There is that old saying “perception is everything”, lets face it no suspects the guys in the sharp suit of being a petty thief “they must be successful, right?” – Those that are continuing to advertise create a similar perception “they must be good they can afford to keep advertising”. Obviously don’t send yourself broke doing this but there are cost effective mediums (social media being one) that are great to keep your brand visible and in-market

DECREASED COMPETITION.

Now is an Ideal time to improve what we call “share of voice” – how often you are seen in the market place compared to your competition. The reason for this two fold.

1.    Your competitors will either contract their marketing budget OR

2.    Sadly many won’t survive.

LESS NOISE

Kind of a follow on from the last point, but when you consider your business – no matter what business you are in generally the consumer is being bombarded by messages for competing products. With so many businesses pulling back on marketing you have a chance to be heard possibly over some larger more established competitors.

PAUSING NOT STOPPING

Remember the Government is putting huge amounts of money into a troubled economy, they are effectively trying to pause it and more or less guarantee it doesn’t stop. Certain industries may be more brutally impacted by ongoing restrictions (international tourism being one) but generally the billions of dollars being pumped into the system are there to keep it moving (even if slowly) – whilst not a sure bet – that investment means there will be money swirling around the economy so if you want it coming your way, remind consumers you are there.

WHAT TO DO?

The answer to that is really very dependent on your business and your ability to spend or should I say invest in reaching your audience, however something that I have said many times (during better times) is for many businesses the easiest opportunity sits right under their noses.

As an example we proposed that a property management client we work with, go to their database this week and offer them the opportunity to receive upto date information and insights into this ever evolving situation as it unfolds. They also offered them a value added service offering related to crisis to HELP their clients better navigate a challenging market.

Not one customer elected not to receive the updates and their staff have been inundated with calls wanting to take up the offer.

If you don’t have a good quality easy to navigate online presence now or you do not have a solid engagement/retention strategy in place for your customers, this could be the moment – don’t miss it. Remember also your website is your shop front so what do you want peopl eto think and feel when they walk through the door. And, for the most part your EDM’s and social media are both channels where your customers or potential customers have subscribed to follow your brand, actively agreeing to be engaged by you, don’t waste the invitation.

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COVID 19 – How will your business look in 6 months?

How will your business look in 6 months?

The grim reality is for the immediate future things will be chaotic and with regulations changing hourly it will be hard for business truly plan for NOW.

Cashflow will be imperative as will maintaining clear lines of communication with both staff and customers. But perhaps the most important thing righty now is establishing a plan for how your brand will viewed when the world starts to go back to (the new) normal.

As the situation unfolds it will be so important for your brand to remain visible even if you are not actively servicing clients but at the same time it will be vitally important not to appear insensitive to the circumstances or opportunistic.

Businesses will need to trade with empathy – Understanding the changing needs and resources of their customers and potentially dealing with grief and loss.

Depending on your audience(s) you may need multiple strategies regarding your messaging and that may be channel by channel.

Where you communicate may need to change too. Think carefully about the channels you are using and why. If people are isolated and you have a large exposure to print advertising, digital media may play an important role in your business being able to maintain visibility with your audience. Radio too might be an opportunity given many people will turn to this “old faithful” medium to keep up to date.

If you are a B2B business – the greatest value you can add for your customers may be how your business, services and products can reduce stress & costs at this time. Remember there is going to be a huge amount of head scratching going on at the moment as companies try and figure out how to solve any number of a thousand problems. If you can help them solve problems this may actually grow not only your business in the interim but also (if you do it well) their trust in your business at the most testing of times.

For B2C businesses – now might be the time to really focus in on your existing customer base. If you have been lax in setting up platforms and campaigns to tap into your existing clients now might be the perfect opportunity. These customers know and trust your brand, they have used your products/services and during hard times will be looking for stability and security.

Nothing might take away the bitter pill the present circumstances are going to make your business swallow, but if you get the next few months right your business might have the potential to have a solid foundation for the recovery.

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COVID 19 – Why your business needs social media TODAY

Why your business needs to be focusing in on social media TODAY

In an Australian context we are literally just at the beginning of the COVID 19 problem, perhaps in some ways we are just at DAY 0.

What is clear in my conversations with an array of business owners across many industries, is many businesses are already suffering. The travel industry is being ravaged – they have no products to sell and they are having cancel holidays and hand back money. That is an impossible situation and is not going to be sustainable for very long – and I think we can expect to see businesses in that sector fail and I suspect it won’t be long before even some of the major players crumble.

No matter what industry you are in, government regulations, regarding free movement or self-imposed isolation are going to mean your customers are not engaging with your business the way they were before this pandemic, and even if the way they engage with you has not changed greatly, where and when they engage with you likely has.

Social media will become a vital communication platform for business, because let’s face it, people stuck in their houses, even if just “working from home” will most likely be spending more time on social then they would if otherwise going about their day to day lives.

A recent report by Adweek suggested that internet usage was up by 40% in some areas and some online social platforms were experiencing a 20%-50% “surge” in traffic.

Regardless of the platform that is most valuable (or relevant) for your business, it is clear people are looking for information and the best way to engage customers at this time, is to provide some contextual relevance to the virus itself.

Be it, product or customer updates, handy tips for business during this time (kinda like this) or some fun sharable brand piece that gives people some respite from the bad news – this is an opportunity to connect and engage your customers during this difficult time.

Depending on your product and your service delivery method – social might very well play a vital role in maintaining sales, but for many businesses it will be a way of keeping your brand front of mind for when life returns to some level of normality.

If you are new to social or need help reaching your customers quickly and effectively via social media please feel free to reach out we can help develop a strategy for your business during this difficult period.

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Pobody’s Nerfect in Marketing

Perfectionism – it’s a waist waste of time

 

Churchill said perfectionism is the enemy of progress. And in many respects, he is right. In a field where creative endeavours are part and parcel of everyday life and by the very nature of presenting your work you open yourself up to criticism from the client and the subjective masses which makes perfection a lofty goal but can also be debilitating.

We discussed this very topic recently on our podcast – listen to the Perfection ep here)

I’ll be honest, we often struggle with getting things absolutely perfect for a job. Not for lack of want or skill mind you but because it’s the nature of the beast… and perhaps it is unattainable in the first place but more on that later.

We aim to achieve best results for the job at hand, be it a:

  • higher ROI on the next advertising campaign;
  • more brand awareness than a competitor from a social campaign;
  • Or more signups from a membership drive.

By setting your sights on a high but attainable goal you can save a lot of hassle and heartache.

TIME AND MONEY IN MARKETING

Time is a factor on two fronts

  • The client has paid a certain amount for a result and we have estimated how much time we will spend on delivering the outcome. So when we are in the studio we will design until it’s of a quality that will achieve said result.
  • Of course, time is money in any business but it’s not the only reason time is a factor because time is also time. It’s fleeting and unfortunately, we don’t have a secret pause button – if you have one though DM me – I’m willing to pay, I’m not picky even a slo-mo feature I’ll take.

 

We have deadlines so we can’t spend endless hours on anything although we may want to for the simple fact that we don’t have all the time in the world. The deadlines can be client driven ie we need this product launch to happen by this date and also society driven in our social media driven world we have a very short news cycle and attention span – so we have to be agile and reactive when it comes to creating strong, shareable content. You may want to jump on the latest news item that is brand adjacent and have a view point and you have to write, design, edit, approve all before it’s forgotten about and more importantly before your competitor has beaten you to the punch.

FALLACY?

Perhaps that’s why being a perfectionist is flawed because there is no such thing as perfect.

We often look for perfection in all elements of our lives and it can lead to a waste of time. Interestingly, there is a subbranch of mathematics called “optimal stopping” and having its roots in theories of the sunk cost fallacy

A little explanation of optimal stopping you aim to stop what you are doing at the right time. And that time is 37%… 37% of what you were planning on spending to establish a basis of your decision and then the next one that exceeds that is the winner – and you have to commit for it to work consistently.

This can be great for design but even more perfect for something like image search, where the list of options could be endless.

THE KEY TO THRIVING

Process is the key to circumventing perfection and lead to the desired end goal. In fact, process creates a perfection that is often overlooked. Part of the process is what I have already alluded to setting your KPIs and defining your time allowed. Having a strategy and dedicated phase of work will allow the idea to evolve. And having the process can actually prevent procrastination which can be a real enemy of quality work.

So accept that there is no such thing as perfect – stop critiquing every little thing, stop waiting for Mr/Mrs Right, stop expecting everything to go 100% according to plan and you will not only be happier but get a lot more done.

And now that’s all said, here’s something that is very nearly perfect:

THE CREATIVE MOMENT

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Earned Media from calendar events

Earned media from calendar events
Is it too late for an April Fools Day Joke?

We often look to the calendar when brainstorming – after all it’s kind of a no-brainer you want to be part of the zeitgeist and what better way than focussing on pre-scheduled events that everyone is aware of.

It’s all well and good to design a social post with a bunny and a Happy Easter plastered on top OR create an advertising campaign around Christmas. It doesn’t have to be a well established holiday if you noticed last month was Pride Month in the US and brands were all quick to jump on the bandwagon.

But to really set yourself apart from the crowd you may want to focus your brain power on creating something a little out of the ordinary to get you noticed.

This classic (which had mixed reactions) is from a few of years ago

We are often inundated with tongue in cheek campaigns on April Fools or Halloween but the truly inventive ones get themselves shared and mentioned around the water coolers and on numerous media types.


Earned media: Any positive mention of my brand, created by someone other than me, published somewhere other than my site.

One of my favourite pranks (intentional or not) is the War of the Worlds (WotW) radio play by Orson Welles. As far as pranks go – it’s a doozy. Now, it wasn’t thought up by the marketing department nor was it intended to create the uproar that it did… But it did just that… and the earned media was amazing:

 

 

Imagine all that coverage – One might argue… what a waste – there was really no strategy as to how to best take advantage of the prank. But in all reality, we are still talking about it today and perhaps we don’t know that it was the Mercury Theatre but indeed we remember Orson Welles (Citizen Kane not withstanding) is so synonymous with WotW that one has to ask whether we you are talking about HG or Orson when talking Welles/Wells in relation to WotW. The full and rather interesting story on WotW can be found here.

Another great way to inspire people is to let them in on the joke NPR for their April Fool’s joke was:

Source: NPR

 

It inspired over 2000k comments and lots of goodwill to NPR for those in on the joke.

 

 

And of course, Google always does a great effort here is a list, but this is pretty cool

It’s not all April Fools obviously; Easter and Anzac Day have just passed by with their share of earned media attempts from (not always successfully)

Our series on Super Bowl advertising here and here whilst paid for, often turns into earned media that keeps on giving.

Other sporting events are a great for earned media not least of which the world cup.

Focussing on the calendar doesn’t have to mean yearly events you can also glom on to major events in general like the upcoming election or sticking with the political theme the same sex marriage vote caused a lot of companies to take sides leading up to the event and even after.

You might be thinking is this a task for PR or for your marketing team to be honest it’s both I think Alex Honeysett hit the nail on the head over at The Muse


 

“The truth is, you can’t market without doing a little PR, and you can’t do PR without a little marketing. The end goals—selling products and making people love a company—are too intertwined: If your products are terrible, your company probably won’t be viewed favourably by the public, and if people aren’t connecting with your overall brand, they’re probably not going to buy your products.”


So the key really is to have fun with it, it helps keep your brand front and centre in your audience’s mind – it doesn’t have to be big budget just a cool little nugget of an idea can grow and catch on. If you need help with the nuggets give us a bell.

 

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