Archive For: Marketing

015 Danielle Storey – The Cartridge Family

Danielle Storey is one of the founders of The Cartridge Family. (To be completely open, she is also my business partner in the Exhibiting and Sponsorship Institute).

The Cartridge Family is a multimillion dollar business selling low margin, high turnover products in a highly competitive market. So what is their secret?

Listen as Danielle shares the secrets of their success that has then led to her now speaking on Customer Delight.

Don’t forget to subscribe to the podcast in iTunes at www.EntrepreneursInAction.com.au

Legal or Illegal Music?

I had an interesting discussion with an National Speakers Association member recently regarding music in presentations and recordings.

As someone who uses a lot of music in hosting conferences, during presentations and on recorded product I have delved into this situation. It is important to realise that there is a significant distinction between music in presentations and music on your recordings.

They are 2 completely different areas so let me address them separately.

*** PLEASE NOTE: I am not a lawyer, this is not advice, this is just me recounting my experiences in this matter as it relates to Australia ***

(Phew, my backside is now covered!!)

MUSIC IN PRESENTATIONS

This is the easy one!
The simple message is Get A License! They are about $130 a year. You get it through the Australia Peforming Rights Association (APRA)
You can contact them here licence@apra.com.au or 1300 852 388.

Basically, this enables you to play any music you want at your presentations without breaching copyright. I also use this as a selling point to my clients. I let them know that I have an APRA license that will cover the copyright for their conference when I am hosting it.

Now most venues will have the licensing as well but it is another selling point for me.

The license DOES NOT cover you for any music you may have on a recording. For example, if you have a music intro as you come on stage and you are recording this program for future sale, you are not able to use this music with out paying further rights.

Let’s chat about that now

RECORDED MUSIC

You can easily license music for any recording that you do. Again, contact APRA and AMCOS. The fee you will pay will depend on the music you have, how many units you are producing and how much you are charging for the product

NOTE Even if your product is a give away there MAY still be a fee so don’t think just because there is no money changing hands that you don’t need to pay a royalty.

The easiest thing to do is use Royalty Free music on any of your products. Your sound technician or video editor will most likely have a library of it. There are some public domain pieces out there but then you may run into issues of other people using the same music as you.

If you are super funky, and this is by far my most favoured solution, get your muso friends to write you a piece of music that us uniquely yours!! Make sure you pay them for it though!

Where Do You Get Them?

Let me be blatantly obvious. I am promoting a 30 minute webinar I am running this Friday on Successful Sponsorship Management. You probably got that from the last edition.

I will be covering Where to get sponsors, How to get sponsors and How to retain sponsors. If you want to find out more, be on the call or get access to the recording, register here.

In response to the last edition and some of my marketing of the webinar, I keep getting the questions, “Where do I get sponsors from?”

It is similar to the question, Where Do I Get My New Customers From?

Too often people will say “EVERYONE needs what I am selling.” It may be true but it is really hard work selling to people who don’t want to buy or don’t realise they need your product or service.

My sales coach, Paul McCarthy, has always said, “Go where the love is.” Years of being a muso taught him that it is easier to perform in front of people who love your style of music than those who don’t know it.

What sort of reaction would you get from a punk crowd if you started playing folk music? How would country and western fans respond when you start playing rap music?

It is the same when you are looking for sponsors. Go where the love is. Who loves your stuff, wants your stuff, needs your stuff and will pay money to access your stuff? They are your IDEAL sponsor.

To find out more, register for Friday’s webinar. Simply click here to find out more and enter your details.

Want Someone Else to Pay For It?

Running events is expensive. Whether it is a small event for 30 people or a huge conference for 600, costs seem to escalate with every little thing you do.

Why not get someone else to pay for it?

There are ALWAYS organisations that want access to your events attendees and they are willing to pay for it.

“So what” I hear you say. “Everyone has sponsors”

True, many events have sponsors but most events treat them poorly. It is no longer enough to give them a logo on the flyer, logo on the screen, five minutes on stage and an exhibitor booth. What the sponsor wants is real engagement, real conversations with attendees and, let’s be honest, real business opportunities.

If you provide these for your sponsors, they will happily sign up with you year after year.

So do you have sponsors? If so, what are you doing for them?

NOTE: If you want to find out the Secrets to Successful Sponsor Management, I will be running a complimentary half hour webinar on Friday 20th June at 1pm Melbourne time. Find out more and register here

003 Get More Clients

Another edition of Entrepreneurs In Action has been released. This session is an interview with serial entrepreneur Tim Hyde.

He has done a lot of work on how to get more clients. Find out some of his secrets.

Don’t forget, you can subscribe to the Podcast in iTunes by visiting www.EntrepreneursInAction.com.au

Grease is the Word (in Marketing)

Wifey (her official title and one that she loves and fully endorses so no more emails on this please) and I took our niece to see Grease for her birthday. It was a fun night and many of us chose to make it a sing-a-long.

But what was impressive was their marketing approach, specifically in their casting.

As you have probably guessed, the thing that makes a show successful is getting an audience – it’s obvious really.

So how can you get a big audience in? It’s simple, cast big names. But big names cost money so you can’t have too many.

So why not cast big names for small but key roles and less famous people for the majority of the roles.

Grease is a great case in point. If you go to the Grease website and check out the cast, the first two are Danny and Sandy (in this case, well known Rob Mills and lesser known Greta Scarlett).

The next listed are Anthony Callea/ John Paul Young (both playing the same role in different cities), two lesser known in the roles of Kenickie and Rizo (Rizo was the absolute star in my opinion) and finally Todd McKenny, Val Lehman (from Prisoner) and Bert Newtown. Under these prominent listings it is merely a roll call of everyone else on the show.

Here is the interesting thing, the role Anthony, John Paul Young, and Todd McKenny play is ……. sing one song!

Val Lehman does some great crowd warmup, has about 5 minutes on stage and Bert does similar. In all honesty, Bert struggled with his role.

So the biggest names hardly have anything to do with the show, their main role is “Sell Tickets!”

The show has been a huge success in Melbourne and I have no doubt it is the pulling power of some of these names that has done it.

So how can you add some Grease to your marketing?

Is Your Name Up In Lights?

I get asked a lot of questions about Signage and Marketing, particularly in relation to exhibiting and sponsoring events.

I am a fan of signage that is simple, easy to read and has a easy call to action. It HAS to make it EASY to be a customer.

A new form of signage I have come across recently is Hyped Media’s LED Trucks. As you can

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see in the image above, they use digital images (stills and video’s) to promote your business and it’s wares.

While it would be easy to get over excited about how sexy it is, never forget that you need a reason for your signage and you need it to have a great call to action. With technology now, I would strongly look at using in conjunction with a prospects mobile phone.

That is, direct them to the special deal, registration, free download, free app, massive discount, competition or something of great perceived value to your key target market. In the process, they MUST register so you can capture their details and put them in your marketing funnel.

How can you put your name up in lights?

Happy Valentines Day

OK so I am a little early. My theory is that it is never too early to feel the love!

While some may describe the day as a celebration that florists, greeting card companies and chocolate companies make a fortune out of, a quick look at Wikipedia shows that it was around well before they took advantage.

So what does this all have to do with today’s email?

Well as part of my 2014 Valentine’s Day celebrations I wanted to share some love with you and say thank you for reading my newsletters and being part of my world.

So a HUGE THANK YOU to you!

For those who are looking to increased leads in your business, I have another gift for you.

The Centre for Exhibition Industry Research has shown the most cost effective way to get leads is via Exhibiting and Sponsoring business events.
My experience is that most businesses have yet to master the art of Exhibiting.

I want to help you take your exhibiting to the next level and be able to Exhibit Like A Pro. So here is what I am doing, until Valentines Day I am offering you an insane discount (its over 60%). They do say love makes you crazy!

Find out the detail by going to the product page here.

Happy Valentines!

Give them What They Want, When and How They Want It

[vc_row][vc_column width=”1/1″][vc_column_text]I just came across this short video of Kevin Spacey speaking to TV Executives.

IMHO, one of the reason that Australia has such high piracy rates is that our free to air networks ignore the viewing public. They put cheap, crappy TV shows (Jordie Shore, Aligator Man, American Pickers, X Factor, American X Factor, UK X Factor, Big Brother, Snog Marry Avoid…. the list goes on) that insult our intelligence and turn us straight to DVD, Blue Ray or Hard Drive. Consequently, most Australian TV networks are struggling.

Even the news services have gone all chat show on us. Watch the live cross to the reporter on the scene and you can feel any authority or decency of the news service slip away. Remember when A Current Affair, Today Tonight and Sixty Minutes used to report great stories and do real investigative journalism? Don’t even get me started on the breakfast shows. We were so much better off with Cartoons or more Rage!

The one exception at taking programming chances, embracing technology and cross platform integration is the ABC. On a modest budget, they do amazing things and yet they are always operating with the sword of Damocles hanging over their head.

When it comes to entertainment, it is not about the money, the studio, the production, the talent, the effects, it is all about the audience. Somewhere in there, that seems to be forgotten.

Take the 4 minutes to watch the video and let me know what you think.

Then think about your business and what you do. How can you apply this lesson?[/vc_column_text][videoembed type=”youtube” ratio=”sixteen_by_nine” url=”http://www.youtube.com/watch?v=P0ukYf_xvgc” id=”video_0″ width=”640″ height=”480″][/vc_column][/vc_row]

TEDx Presentation Tips

At the recent TEDxMelbourne event, I had a chat with the convenor and production manager about what it was that made a TED or TEDx presentation really stand out. We came up with a list of a few different things.

It occurred to me that ALL presenters may get some benefit from these ideas. Now the TED style (18 mins or less) is a very distinct style of presentation but the underlying core elements will remain the same.

Check out the video and let me know what you think. Have I missed anything?

Sell What They Want Not What You Have

In Australia, the big two supermarket chains are good at what they do. They are good at selling stuff with maximum margin.
They have also made an art form of selling what they have by making you want it. These mandarins are a great example.

If you went into a fruit store and saw small mandarins on display you may have thought, “They’re a bit small” or “Mandarins are always a bit hard to peel”.

But not these.

These ones you know are EASY PEEL. You also know that they are the perfect size for kids because they are IDEAL FOR LUNCH BOXES. So they are no longer small, they are Kid Sized.

They are also fun because they have Toy Story branding – I am still not sure how that relates to Mandarins but I KNOW how it relates to kids. You also don’t

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get to buy just a couple because they only come in 1kg bags.

If you look hard on the back of the label you would discover they are Afourer Mandarins (personally I prefer Imperial) but that is not important.

What is important is that they have turned a problem seller into a sought after item purely by selling what the customer wants (easy peel, right sized, kid friendly fruit) and not what they have (really small, not very tasty mandarins that people don’t want).

So how can you do this Dear-Reader? How can you package your services or products into something your target market wants even more than they do now?

Warwick In Action

Warwick Merry – The Get More Guy, is your high energy, results focused, action oriented, no holds barred tour de force Master MC, keynote speaker and Exhibiting Specialist. He ensures your attendees Get More from your event. His MC work is like insurance for your event. It guarantees things will run smoothly and on time. As a speaker, he is like a dose of Berocca – a bubbling, burst of healthy, sustainable energy for your attendees. If you need a burst of inspiration, cogitation and celebration at your next event you MUST book The Get More Guy, Warwick Merry.

Link with me on Linked In

Check the Website

Like me on Facebook

Watch Get More TV

Power Up Your Property

As you may know, I am a big fan of property investment. Wifey and I have been fortunate enough to purchase several properties over the years and continue to grown our financial nest egg.

One of the reasons I am so keen to invest is that for my generation, we will not have a pension. It is not that I will not be eligible for it, it is that there will not be enough workers or a big enough tax base to pay retiree’s a pension. Rather than wait for someone else to do something about it, Wifey and I have taken the situation into our own hands and are building our own “pension base”.

I am fortunate in that I have a formal education in finance. In all honesty, I don’t use most of it. The education that has had the most impact on me is the self education I have gained since leaving university.

When I speak with my friends and those who ask about investing, I am constantly asked, “Why property?”

The answer is simple and it is one word – LEVERAGE.

With property, I can get excellent leverage on my finances. That is, with a 20% deposit, I can buy a house. Most other investments I would either need to pay for in full or only be able to finance 50%.

Also, I am lazy. I am not interested in watching stock markets on a daily basis to calculate buy and/or sell regardless of whether it is shares, options, managed funds or some other investment vehicle. Having said that, we do have some shares but again they are buy and hold shares.

The other thing with property is that I like the security it offers. Even if the house burns to nothing, I still have the land it was on. That land holds the majority of the value of the entire property. I have seen too many companies lose 100% of their value and I would hate to be

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So why should you care what I invest in?

Well part of the fun of investing in property is looking at how you can increase the value of that property. Whether you want to increase the value of it just before you sell, just before you move in, just before you look for additional finance or just because you want to know what renovations or refurbishments will give you the best bang for your buck.

It is not uncommon for investors to spend a few thousand dollars on a place and add three to five times the value to the property. From carports to new bathrooms to a quick n dirty paint job – so many things are possible.

How would you like to add thousands of dollars to the value of your property?

Whether you want to draw down on your mortgage for a holiday/new car or if you want to maximise your potential for further finance or even if you simply want to get a higher sale figure when you sell, there are some very simple things you can do to add this value.

I have teamed up with Katerina Kapellaki, one of Australia’s best interior designers, to present a series of seminars on how to Power Up Your Property. We are starting with an introduction session in Melbourne, Sydney and Brisbane and will then follow that with a two day intensive for those that are serious about Powering Up Your Property.

I would love to see you at one of these sessions. You can find out more detail and book using the relevant links below. Whether you are new intro property, an old time developer or somewhere in the middle, this is the kind of session that will pay for itself time and time again.

I look forward to seeing you there.

Melbourne Session – Tuesday 17th September
Sydney Session – Wed 18th September
Brisbane Session – Thursday 19th September

How’s Your Strategy?

Today I am off to consult with an Exhibiting client to help them Get More from their next expo. The key focus for me will be their Strategy. Too often people approach exhibiting without a decent strategy.
Truth be told, most people approach business, work, marriage, parenting and many others areas of life without a well thought out strategy.

Your strategy will drive your Tactics, these will drive your Operational decisions which, in turn, dictate your success. Yet people will often say they are “too busy” to take time out to create or work on their strategy.

So what is your Strategy for Success (regardless of how you measure it)? Let me know if you need some help.

Link with me on Linked In

Check the Website

Like me on Facebook

Watch Get More TV

Lessons from the Prime Minister

PM Letter

I must be important because the Prime Minister of Australia has sent me a personal email!

But here’s the thing. I don’t remember giving him my email address.

When I look closer at the email, it doesn’t actually say anything but position Kevin as the underdog and ask for money to help fight the good fight. In fact it gives me 3 opportunities to give him money.
Here are the key things I got from his email:

Spam is spam. No matter who it comes from. Be better than the PM and only put people on your list when you have permission
If you are asking for money, show the value. Either give me something (if can be no cost to you like a digital image) but I need something in return for my money (and not just empty promises)
Differentiate yourself. Sometimes I can’t tell the difference between Kevin and Abbott (as referred to in the letter). Can your clients tell the difference between you and your competitor?
Show some respect – to yourself and others. In signing off his letter as Kevin, he becomes common. YOU ARE THE PRIME MINISTER! Show some respect for the office as well as your competitor. Mr Abbott sounds so much nicer than Abbott. Do you show respect to others?
Create a vision for me to see. It may be me with your product or service, it maybe the life I never dreamt of, it maybe a feeling I get but give me something to hold on to. Kevin says he has a vision but I don’t know what it is. Would your clients know what vision you have for them?
Be original. This email feels like it is a left over from a successful Obama campaign. Imitation may be flattery but it does not always lead to success.

To be really up front with you, I still don’t know who to vote for. I will probably decide on election day but I must say, this email did Kevin no favours at all.

Link with me on Linked In

Check the Website

Like me on Facebook

Watch Get More TV

Lessons from the Prime Minister

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Archive For: Marketing

015 Danielle Storey – The Cartridge Family

Legal or Illegal Music?

MUSIC IN PRESENTATIONS

RECORDED MUSIC

Where Do You Get Them?

Want Someone Else to Pay For It?

003 Get More Clients

Grease is the Word (in Marketing)

Is Your Name Up In Lights?