You can create a marketing buzz on a small budget, writes Ed Charles IT’S the classic business dilemma. You’re launching into a crowded market and the main competition has a marketing budget of tens of millions of dollars, whereas you have a few thousand. You can’t compete head-on. The only option is to use your wits and creativity to create a marketing buzz out of nothing. Welcome to the world of guerilla marketing. The term was coined by Jay Conrad […]
Tag: Marketing & media
FROM NICHE TO NATIONAL – How a gourmet yoghurt spread across Australia – A HOMEMADE SUCCESS STORY
From The Australian, Entrepreneur: Detailed research and some great timing has paid off for this niche market player, writes Ed Charles THE secret of a successful product is that it must be something that people want. And it must be something that a lot of people want most days in their lives. For businesswoman Ivone Ruiz it turned out that homemade yoghurt was exactly what Coles felt that people wanted to see on its shelves. It started when she discovered […]
The Australian: Healthy returns
RUNNING a day spa is a bit like selling ice-cream. You need to sell a dream and you have to learn how to deal with the peaks and troughs of demand. From The Australian Entrepreneur September 30 2005.
CFO: Old enemies join forces
Commercial and regulatory pressures are forcing CFOs to take a closer interest in marketing. CFO June 2004.
In The Black: Creation theory
So accountants are boring, huh? Creatives and advertising types are so much more interesting and stories about boring accountants are a cliché. Arguably the most creative person in advertising is an accountant. As I said in In The Black a couple of months ago.
AFR Boss: Tips on business cards
Back to freelance journalism after 18 months of running my own magazine business, which is going through ambigious times, shall I say. Perhaps it’s time for a new businesscard. Here are some tips from something I pulled together for AFR Boss a while ago. CARD SHARP If you think your business card is just about passing on your telephone number, think again. It can make or break your image. Paper quality. Too thin looks cheap; too thick, as if it […]
The Australian: Bad news is good for some
The September 11 terrorist attacks caused a big spike in users of all media outlets i reported in The Australian post 9/11. The same can be said for the recent bombings in London – just add bloggers to the story below. IT may be macabre, but bad news is good news for the news media. The terror and war of the last two months have proved no exception. Across the board, all media outlets have increased their audiences since the […]
The Australian: Journalists take flak
As I remember it I caught flak for this story in The Australian which was part of this one. In cutting the original in two Noel Turnbull’s comments, below, appeared in both stories by accident and gave one spinner an opportunity to knock me. FLAKS, spin doctors, the enemy, the dark side. These are just some of the phrases journalists use to describe those in the public relations industry. Noel Turnbull, chairman of leading local PR firm Turnbull Porter Novelli, […]
The Australian: Churn me right round, baby
If ad agencies were stressed then, as I wrote in The Australian, what is it like in 2005? ADVERTISING has always been an insecure place to work. But with gruelling office hours and job insecurity driven by a constant shuffling of accounts between a few of the bigger agencies, staff turnover is often four times the average for business in general. Even in current hard times when many agencies are cutting jobs, it is a problem to retain the right […]