Business owners get marketing masterclass
Embracing new technologies and developing the emotional value of brands were key suggestions for harnessing the “dark art” of marketing from two Business Bootcamp speakers.
Marketing experts Tim Reid and Catherine Sutherland took to the stage last Thursday to share their best advice on how business people could stand out from their competition and promote themselves effectively to potential customers.
Mr Reid, the host of Australia’s top marketing podcast and author of The Boomerang Effect, said he wanted to encourage businesses to treat marketing as a “hobby” by embracing new, readily available technologies, which allowed them to engage directly with customers.
“The changes we’re seeing in the marketing world are playing right into the hands of small business owners, because previously the idea of having a podcast or the ability to create a video at the tip of your thumb on your phone — that stuff five or 10 years ago would have cost you thousands of dollars, and now it’s almost free,” he said.
He said effective digital marketing also required a change in mindset from merely spending to sharing valuable knowledge.
“We see a lot of business owners trying to outspend their competition by buying a bigger ad or putting on a bigger function, but my view is out-teach,” he said.
“Be the most helpful business owner in your industry.”
Ms Sutherland said businesses could transform their reputation and profits by developing a stronger brand and acting in line with that energy.