Wednesday, June 21, 2006

7 Keys To Make Your Mark In Marketing

By Thomas Murrell MBA CSP, International Business Speaker

A career in marketing is one of the most personally and financially satisfying.

The marketing profession has seen enormous growth in both size, status and remuneration in recent years.

But what can you do to make your mark if you have just secured a new job in marketing?

If you are either an aspiring or experienced marketer, making a difference in a new job in a competitive, crowded or noisy marketplace can be difficult.

So what should you do in the first 90-days in the new job when those who hired you will be judging your personal performance?

Here are 7 Tips For Success in Maximising Your Marketing Effort:

1. Clarify your mission

What is your role and responsibility within the organisation? What can you control and what is out of your direct sphere of influence? Focus on areas where you can make a difference!

2. Have a plan and set some goals and strategies for the next 90 days.

Make sure your goals are SMART - Specific, Measurable, Attractive, Realistic and Time-Framed and they are aligned with the vision, mission and objectives of the new company you are working for.

3. Know your strengths and build on these.

What are you good at? Branding, positioning, relationships, Public Relations, or sponsorship? Work to your strengths and focus on the 80/20 rule. Eighty per cent of your effort will provide maximum return on investment for time and money. Chasing after perfection and the final 20 per cent will be a waste of time, money and effort.

4. Identify and talk to your customers.

Everyone knows the importance of market research. But it doesn't have to be expensive. Many coaches and consultants use the following strategy and it is working well for me. Listening to an online interview with fellow speaker Matt Church CSP reinforced for me the impact of this simple yet powerful technique. Ask prospects three questions - what is keeping them awake at night, what is the cause of this and what is the solution? Make sure your marketing efforts focus on the solution.

5. Always provide three options when providing a solution.

One of the speakers I most respect, Alan Weiss taught me the value of this strategy. I've implemented it in my business and it has made a huge difference because it gives people a choice to suit their circumstances.

6. Market on value not price.

Again more wise wisdom from Weiss distilled into my own words. Never discount. Always look to add value as a key differentiator. Ask what value can we add to our customers?

7. Let people know about your product or service using consistent messages, symbols and branding in all marketing communications.

It is more important to be clear and consistent than original.

Put these seven secrets into practice and your marketing career will soon take off.

But don't forget to tell others of your success to increase your visibility within and external to the organisation you work for. Nothing builds a success spiral faster than telling others about the difference marketing has made to the growth of an organisation.

Want help with marketing skills, especially PR? Book here for our seminar Writing and Pitching Winning Media Releases in Perth on Wednesday June 28th.

Monday, June 12, 2006

Cracking Da Media Code

By Thomas Murrell MBA CSP, International Business Speaker

With the international movie based on Dan Brown's book The Da Vinci Code breaking box office records around the world, its time to look into the secret world of the media.

How do you crack Da Media Code and get your message across clearly and consistently in the media.

Well, for some the media represents a secret sect to be feared or revered.

In reality, the media are a group of dedicated professionals just doing their job of keeping the community informed.

Understand how the media works, what makes a story and what motivates them ... and you understand how to work with them and not against them.

Having worked in the media for the past 26 years, including print, radio, television, wires services, internet, blogging and podcasting, here is the secret code for unlocking the riches that the media can offer.

First, you have to get inside the mind of the media, to unlock the code of what motivates reporters, editors, executive producers and other decision makers.

Unlock this code and you are guaranteed of being able to connect with them and truly understand their deepest desires, aspirations and motivations.

After working in the media for so long, my model on why people are attracted to working in the media has identified five archetypes.

At the core, every individual working within the media could be classified within one of these five archetypes.

Remember, according to wikipedia "an archetype is an idealized model of a person, object, or concept from which similar instances are derived, copied, patterned, or emulated. In psychology, an archetype is a model of a person, personality or behaviour."

Cracking Da Media Code is about archetypes in the media and understanding how to work best with them.

Understand how to work with these five archetypes and you have cracked Da Media Code.

1. The Ego Driven.

These people are attracted to the media because they want to see their name in print, hear their voice on radio or see their face on television.

They have strong egos, opinions and self belief.

To crack the code, learn to work with and to their egos. They thrive on looking good, being complimented and positive stroking of their already healthy self-esteem.

They've got to the top by looking good, sounding confident and writing clearly.

2. The Story Teller.

These mediatypes are interested in the personal or hero's journey of individuals. They want to discover and tell the highs and lows of an individual's personal quest.

Australian Story on ABC TV on Monday night is a classic palette on which a story teller can work their craft.

You never hear or see the journalist. It is all about the talent telling their story in their own words.

In fact the program has become the media vehicle of choice for people under pressure in the public spotlight who want to tell their version of events in their own way without the intense questioning of the media.

The most skilled and successful archetype in this category influences millions through his work in Hollywood and ranks among the most successful storytellers in history. His name is Steven Spielberg.

Storytellers tend to have a sense of wonder and faith in human nature and be optimistic. They love dealing with ordinary characters who find themselves in extraordinary circumstances.

Sometimes anti-authoritian, they often take the side of the underdog.

They love doing profile pieces and features on people and their lives and understanding what makes them tick.

Often middle children, they connect well with people and like sharing stories.

In cracking the code, work to their optimistic nature and how your story idea illustrates an inherent conflict or struggle to overcome adversity. What is the "rags to riches" angle?

3. The Mirror Holder.

These mediatypes want to hold a mirror up to the world. Not because of their ego but because they want to be part of living history.

And that's the essence of what motivates them. They want to hold a mirror up to the world and report on history as it unfolds by reporting as accurately and fairly as possible.

They are often foreign correspondents and found in the world's hotspots. They thrive on adrenaline, the thrill of the chase and have an eye for detail.

My friend, 33-year-old Australian cameraman Harry Burton, who worked for the Reuters agency and whom I met on a Vincent Fairfax Fellowship was typical of this archetype. He was tragically killed in a roadside ambush 90 kilometres from Kabul in Afghanistan on the 19th of November 2001 chasing his dream.

Neil Davis (1934-1985), an Australian Combat Cameraman who is the subject of the book One Crowded Hour is another.

To crack the code with these mediatypes means the story must have strong news values .... dramatic, newsworthy and with major consequences.

4. The Truth Seeker.

These mediatypes believe it is their responsibility to turn over every stone to uncover the truth.
They are methodical and ruthless in their pursuit of the truth. One archetype I know was a detective in the police force before becoming a journalist.

To crack the code, remember they will never write a story from a media release. They will be down at the courts or trawling through freedom of information material in their quest to uncover the truth.

Always be honest and upfront when dealing with truthseekers.

5. The Social Activist.

These archetypes are attracted to the media because they want to change the world. They see the power and influence the media has and they use it to further their own cause or personal agenda.
The secret is to find their cause, passion or reason for being and work to this strength.

You will find them as environmental reporters, or covering industrial relations, education or social justice topics.

In summary, understand these five archetypes and you will have greater success in getting your message across in the media.

Note: Thomas Murrell, 8M Media and Communications and "Da Media Code" do not have any association with or authorisation from Sony Pictures or Dan Brown or the book and movie entitled "The Da Vinci Code".

Want help cracking Da Media Code?
Book here for our code breaking seminar Writing and Pitching Winning Media Releases in Perth on Wednesday June 28th.

Sunday, June 11, 2006

Supply Chain Integrity In The Palm Oil Industry

Pictured in Kuala Lumpur with Andrew Ng, Secretary General of the Roundtable on Sustainable Palm Oil.
An interview conducted with Andrew Ng, Secretary General of the
Roundtable on Sustainable Palm Oil.

This interview was conducted as part of a study into the possible
introduction of genetically modified crops into the Australian grains


Key questions discussed include:

1. How does the Palm Oil industry operate?
2. What is it doing about supply chain integrity?
3. How is it addressing questions to do with traceability of product
in the supply chain?
4. How does it engage with stakeholders?
5. What can the Australian grains industry learn from the Palm Oil

MP3 File

The Cell Aquaculture Story With Chairman Rob Sewell

Cell Aquaculture Chairman Robert Sewell presenting to the East Perth Rotary Club and his keynote presentation on the company's unique 'From Hatch To Disptach' system.

Wednesday, June 07, 2006

Branding Excellence Singapore May 2006

Maximising Marketing Effort Kuala Lumpur May 2006

Welcome New Subscribers

A Big welcome to everyone who attended Strategic Performance Based Coaching, Maximising Media Effort and Branding Excellence seminars in Kuala Lumpur and Singapore last month.

Feedback was outstanding as was the quality, diversity and input from participants. Thank you! As always there are more resources on the website.

Tuesday, June 06, 2006

On The Streets of Kuala Lumpur Searching For Durian "The King Of Fruits"

It is certainly an aquired taste! But I'll try anything once! With friends from Citadel.