The 1 key to building a successful brand

Moped after 5 with Helen Camilleri

(Moped run events for marketing professionals in the sunny BOP. Learn more about moped on their website, or read on to hear what Helen Camilleri had to say when she recently presented to the moped crowd.)

When Helen worked with toy giant LEGO® some years ago, she was taken through a sort of symbolic ‘birth’, and found herself in an environment of oversized proportions. It was called The Land of Childhood. All employees at the time were given this experience to help them see things from a child’s perspective. How cool.

There’s no doubt about it – LEGO® is a fun brand.

And The Land of Childhood was one tool that instilled in employees what LEGO® is all about. It defined a certain culture, and at the end of the day, that’s what really attracts customers to your brand. Your culture.

“Your culture is your brand.”    

Currently, Helen is the head of People and Brand at Gallagher, a successful innovation based company that sells fuel pumps, security systems and animal management systems for farmers.

So how do you create a cohesive brand for a business like Gallagher, a company that offers such different products? Read More

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Wrong job

I’m in the wrong job, and I’ve only just realised.

You see, this time last year, Likeable Ryan joined the team.

And for the past 12 months, Ryan’s been heading up sales, whilst I’ve been co-ordinating our team.

Everything’s been fine and dandy, until our recent strengths finder session that is, when it became obvious that Ryan and I are actually doing the exact opposite of what we should be.

Because through strengths finder, we discovered that Ryan’s natural abilities lie in supporting teams, developing people and building culture. And we learnt that my strengths lie in strategic thinking and ideation – which is helpful during conversations with potential (and existing) clients. Read More

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Losing customers

It sucks when a customer leaves.

Take KOKO Classics, a client that left us in June this year.

KOKO sell industrial and classic inspired furniture. It’s high-end stuff, available online and in-store.

Anyway, before working with us, KOKO’s Facebook page had just 2 or 3 posts per month being published, and very little engagement.

KOKO’s problem was, they didn’t have a process for creating Facebook content, and they didn’t have enough hours in the day to get it done.

“Everyone is so busy. We just don’t have the time to come up with ideas and content for Facebook. We always have good intentions, but invariably something more urgent comes up and Facebook slips”
– Aaron Wiltshire, Marketing & Sourcing Manager

So we started managing KOKO’s Facebook page on their behalf. Read More

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Baking powder

Content marketing.

It’s all the rage right now.

The basic idea? Share valuable info with your prospects and customers, and you’ll attract and retain more business.

It makes sense, but as a concept, it’s nothing new.

In fact, you probably have one of the earliest pieces of content marketing in your kitchen.

First published in 1908, the Sure to Rise Cookery Book by Edmonds is a content marketing masterpiece. Read More

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89 prospects in 8 months

Ezyline build transportable homes.

They cost up to $185k, depending on the plan.

But when it comes to sales, it’s a long process – because it’s hard to know when people will be ready to buy.

So to address this, we worked with Ezyline to create an ebook.

We called it ‘The Compact Guide To Transportable Housing‘.

It’s 12 pages long, and anyone can get it for free by entering their email address on the ezyline website.

Ezyline’s ebook covers topics like; the difference between kitset and prefab homes, what’s involved in transporting a house, and a bunch of other helpful stuff (you get the idea). Read More

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Information overload

“You can do anything, but not everything”

I love this quote from productivity guru David Allen.

It’s especially relevant with digital marketing, because there’s an avalanche of online activities to engage in, and it’s simply not possible to do everything.

So that’s why you need just a couple of key digital metrics. So you can focus on the online activities that actually move the needle for your business, and ignore the stuff that doesn’t. Read More

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Rotorua is famous for its mountain biking.

In the redwoods alone, there are over 100 trails to choose from, with more than 150 kilometers of single-track.

Thankfully there are signs everywhere, so it’s easy for visitors to find iconic trails like Billy T, Split Enz and Hot X Buns.

But there’s a problem for out-of-town riders who visit the redwoods. It’s connecting the trails. Read More

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The willow tree

There’s a park beside my house.

In the park, there’s a ginormous, 60-year-old willow tree.

And everyone loves it. The willow’s branches are long and hang low, and the neighbourhood kids swing on them in the summer time. It’s truly is a sight to behold.

But a recent storm was the beginning of the end for the old willow. It half collapsed overnight, and then the council arborist decided it had better all come down. For safety’s sake.

So now the willow is just a stump. A ginormous stump. And everyone’s a bit sad.

For me, the willow coming down was a good (and cliche’d) reminder that nothing is forever.

Like in business, what works now, might not work in a couple of years. Especially in the digital space, where the rate of change is crazy. Read More

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Getting found on Google – 3 tips from Robert Kramers, SEO Specialist

Getting to that top spot in Google search is the dream of any business. If there’s a quick way to get there, I’m sure we’d all take it. But as we chatted with Robert, I get the sense that this SEO thing is less of a game to be won, and more like a mountain to climb.

It’s going to take blood (time or money), sweat (effort), and tears (patience), but it’ll be worth it.

Here are Robert’s 3 keys to climbing the Google rankings:

1. Content is king.

Content can be many things. But basically, content = information. So to do well in SEO, you’ve got to invest in good content and learn how to effectively promote it on the web. All else equal, good content will set your website apart from the masses from a visitor’s standpoint, as well as in Google’s eyes.

Here are Robert’s pointers for developing your web content… Read More

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There’s a problem with social media

The problem is ownership.

You might have 5213 likes on Facebook, but let’s be honest, you don’t own them, because Facebook does. And they can whisk them away at any moment, or charge you more to reach them.

And that’s why you need to know which channels you own, and which you rent.

You own your website. It’s a tool to generate sales, enquiries and collect email addresses amongst other things. That’s why it’s the core of your digital marketing effort.

You own your email database. You’ve built it. It’s yours to use respectfully, and it’s one of the best ways to remind people you exist without having to spend money.

But when it comes to Facebook, Instagram or Linkedin, you’re renting.

Yes, renting does have benefits. Like exposure to an audience you couldn’t have gathered yourself.

But you shouldn’t build your house on rented land. Because the landlord might kick you out or put the rent up.

Build on the land you own first. Your website. Your emails. Then leverage your rentals to get the word out. That’s the right order.

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