Marketing Mechanics

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2010-03-29T12:08:00.003+11:00

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2010-03-29T12:08:00.001+11:00

iphone is the place to do business

2010-03-15T19:10:00.002+11:00

Recently, Marketing Mechanics Director Diane Costa was interviewed by the SMH on her thoughts and advice about consumer apps on the iphone. To read the full article
click below.
SMH-Article.pdf

2009-12-01T13:27:00.005+11:00

Carrington Care Engages Marketing Mechanics
Recently, Market leading aged care facility, Carrington Care located at Camden NSW have developed state of the art aged care apartments. They required the services of a marketing and advertising firm to assist with the sales of their new modern independant living apartments.
Marketing Mechanics developed a strategic plan that was launched today including online, Direct Mail, Print, editorial, PR and radio. Check out the radio ads here!
CC_271109_A.mp3

CC_271109_B.mp3

2009-10-09T11:57:00.003+11:00

David Koch and Alexandra Cains New Book

Diane Costa, Marketing Director of Marketing Mechanics was recently contacted to provide professional advice and editorial in David Koch's new book - Strap on the parachute. The new book just released is about starting and charging a new business in good times and bad. The book is the first in a series of David Koch's Business Builders TV show.

Diane provided editorial and advice on helping a business suceeed in a down turning economy and also provides some terrific marketing advice.

Keep your eye out for it at all good book stores!

2009-09-15T15:48:00.002+10:00

Marketing Mechanics Secures Shannon Noll for Australian Made Expo.

We have been very busy of late developing the new website for: www.australianmadeexpo.com.au

(check it out!) The expo is the first of its kind in Australia and Marketing Mechanics is proud to be the official Advertising and Marketing agency for the expo. Recently we organised Shannon Noll to be the face of the expo. Shannon will be eprforming a live set at the expo. Stay tuned, more great news to come!

2009-09-02T14:20:00.002+10:00

Marketing Mechnaics develops digital campaigns for Total Girl and kzone:

http://www.totalgirl.com.au/

http://www.kzone.com.au/

2009-06-12T17:39:00.008+10:00

Marketing Mechanics launches Pets Palace Website

2009-05-18T18:26:00.003+10:00

Pets Palace is one of Australia's leading online stores. They sell everything from dresses for dogs, to sunnies, dog beds, cat toys, and unique pet supplies. The website is one of a kind and has Pet Horoscopes, trivia and even a column by Tv Celebrity Vet, Dr. Katrina.

You can check out the website: http://www.petspalace.com.au/

Marketing Mechanics developed the logo, Built the ecommerce website from the ground up, wrote web copy and has developed an ongoing marketing plan which encompasses both print and digital in above and below the line marketing.

Meiji

2009-04-16T17:43:00.006+10:00

Marketing Mechanics Secures Woolworths

Marketing Mechanics is excited to announce that one of our valued clients, Meiji is about to launch its range of children’s snacks in Woolworths stores nationally. Marketing Mechanics has assisted Meiji in this venture by heading up all meetings with category managers and in providing ongoing support including creating and all presentation materials and marketing plans to the Woolworths buyers.

Marketing Mechanics has always believed that Meiji products were bound for success in the Australian Market. Meiji, are already the number one seller throughout the Asia/Pacific region and are stocked in over 25 countries globally. Their products, primarily targeted to young children and young adults, bring fun to eating nutritional tasty snacks. Their product range consists of Yan Yan, Hello Panda and Pucca.

Marketing Mechanics is looking forward to rolling out a major marketing campaign in support of Meiji’s launch into Woolworths. This includes a media mix of print and online, product sampling and promotions. Next time you’re in Woolies keep your eye out for Meiji!

Oh and check out the cute website we built for them: http://www.meiji.com.au/

2009-02-18T11:15:00.000+11:00

Targeting prospective customers.

How easy would life be if your products and services fulfilled everyone’s needs and wants? You’d only need one marketing strategy, one marketing plan and then you could sit back and watch the dollars roll in.

Ahhh we can only dream. Even for toilet paper manufacturers it’s a struggle, I mean we all use toilet paper don’t we? One marketing plan right? No!. Even toilet paper manufacturers have to re invent their own products and target specific markets – Families want longer length rolls, environmentalists want unbleached, blue collars want softer, teens want patterns, singles want scents. And the list goes on and on!

The idea is to break your business into segments or SBUs (separate business units). That’s the first step.

Let’s say you run and IT company selling communications. You have systems that suit home businesses right through to businesses with 100 plus employees.

Simply define your products to two specific markets.
Primary and secondary, your primary market consists of the majority of people your products specifically suits and the secondary market consists of those people who may be interested to buy/use your product/service. Heres a quick example.

Step 2 – Now you have identified which products suit which target markets, you need to apply a specific budget to each marketing plan to reach these customers. Once you have done the plan, you can then decide in which order of importance you wish to execute them. You would define this based on either increasing volume, increasing brand awareness or increasing bottom line profits. Heres another quick example of defining the market

Step 3 – implement and evaluate. Even though the information contained within this enews is quite simple, using a method like this can help you stay focused and start planning! No matter what business you are in, these methods can apply to you.

Remember before you start spending marketing dollars willy nilly, be sure to give your business a quick health check for e.g. ensure your website is up to date before you start sending leads there, be sure all your marketing collateral including brochures are also ready to go. It’s no good finding out your material is dated when you need to send it to someone.

I hope this news has provided some useful tools and information. Please contact us if you would like further information or just some friendly advice.

2008-08-13T13:20:00.001+10:00

Getting the most out of your Google AdWords budget.

Google AdWords, in my opinion is one of the fastest most cost effective ways of driving targeted leads to your business.

There are so many areas though within adwords that you need to know about to ensure you are getting the best return on investment. It’s not all about having the biggest budgets or setting massive cost per clicks. It’s about understanding the Google AdWords service and really making it work for you.

There is one main point I’d like to bring to your attention when setting up your campaign and that is Google Zoning. You can choose the location where your ads appear. For instance, if you are business based in Sydney, and only want to target people in Sydney, then you can choose Sydney and surrounds, maybe up to a 40km radius around Sydney centre.

However, please note that Google cannot determine that your ad is only being shown to people in Sydney within your chosen zone.

Why?

Google can only pick up ip address location. That is, not where you/your potential customer are sitting on your/their pc or lap top, but where you’re/their ISP (internet service provider) is located. For instance, even though I run my offices from Alexandria, Sydney, my ISP is located in Melbourne, so I will not see your ads.

How can you fix this?

There is no sure fix way that is 100%. But what you can do is this:
Most ISPs are located in the major cities such as Sydney and Melbourne. It will be worth your while to add a small additional budget located in these main cities.

To overcome non effective and costly cost per clicks be upfront in your ad description. Eg: the key word you may use if you are an electrician: Smoke detectors. The description you should use if using some budget in another city would be: Installation of smoke detectors save lives, servicing Sydney and surrounds. That way people whom are located in Melbourne, with their ISP located in Melbourne will not want to click on your ad. Whereas people who are located in Sydney, but their ISP is in Melbourne may click on your ad. That way there’s minimal wastage.

You could also use keywords such as: Smoke detectors Sydney or smoke detectors Sydney electricians. This will also help minimize wastage and provide a better return on your investment.

Wi$eGirls Website Launched

2008-04-28T10:37:00.006+10:00

Marketing Mechanics recently completed the Corporate ID and website build for Female entrepreneur Philippa Hunt. Good luck with your new venture Philippa and hope this new business and website brings you business success! You deserve it.

http://www.wisegirlsmoney.com/

Marketing Mechanics impresses new client with 100's of leads for new business!

2008-04-28T10:29:00.003+10:00

This is an email we received recently from the managing director of SeaBridge Bathing. Seabridge launched in Australia with state of the art bathing systems from the USA and commissioned Marketing Mechanics to help launch their business. The strategy included tv commercials, advertising in the seniors paper and Link disability magazine to kick start. This is followed through with pos and print material. Thanks for your kind words Graham!

cheers

Diane..

Hi Di,
I thought it's time to touch base with you regarding the results of the campaign you have organised for us.
We have been inundated with calls from the coordinated TV and print ads you have done; we've nearly gone crazy handling the leads.

I have been in marketing and channel development for decades and have never had the response that we have had over the last 2 months. The norm is having lines of people lined up to handle the calls only to have them come in a trickle.
I thank you wholeheartedly for this as it has got the business 3 months ahead in our projected sales targets.
I will be in touch with you soon re the Melbourne campaign.
With Thanks
Graham Berryman
National Account Manager
Seabridge Bathing Australia
1800 50 70 71
www.seabridgebathing.com.au
graham@seabridgebathing.com.au

Marketing Mechanics Launches C'elegance website

2008-04-28T10:16:00.005+10:00

C'elegance is a brand new boutique clothing store for children, specialising in christenings, pageboy/flower girl and communion designer wear. Check out their website!

http://www.celegance.com.au/girls.html

You will find them located in Leichhardt NSW. Check out their store too if you're in the area.

Google adwords campaign optimiser help

2008-03-31T20:54:00.003+11:00

This campaign is currently not eligible for the Campaign Optimizer. 30/3/08 By Diane Costa, Marketing Mechanics
Google Adwords has a fantastic new tool called Campaign Optimizer. You will find it as a link when managing the tools in your Google Ad words. I’ll provide advice below to tell you what it is, how to use it, why you may not be able to use it and what it does.
What is the Google Ad words Campaign optimizer? The Google adwords campaign optimiser campaign tool is quite new and is a free tool within your Google ad words account. You can gain access to the optimiser tool when in a Goggle campaign or in the tools section of ad words. The campaign optimiser is automatic and at the click of a button can analyze your campaigns. It will review your budgets, keywords, bids, text and will automatically generate a report for you which tells you how to optimize your campaign. You can then accept or decline the changes the Optimizer generates and recommends. It takes only moments for the Google optimiser report and you can then review one ad group at a time.
How Does the Google Adwords Optimizer tool work?
The process involves firstly the optimizer tool reviewing your current ad word keywords and then it generates keywords that you may not be using. (You can do this any way in the keyword tool help without using the optimiser.) The optimizer will then review each bid for you and then make recommendations to increase or decrease your current keyword or ad group bids. You can then choose to add the suggested keywords if you like. Lastly it reviews the ad text for each ad group. This could mean it recommends changing lower case letters to capitals in your text or in your urls or text changes within your campaign.
You may see this text in your ad words campaign when you click on campaign optimizer: This campaign is currently not eligible for the Campaign Optimiser. So here are some answers for you: Why You May Not Be Able to Use the campaign Optimizer?
The Google ad words help section can provide some vital answers but below you will find a recap on why you may not be able to use the campaign optimizer on certain campaigns.
Your location: Your billing address must be in a supported location where the campaign Optimizer is available.
Campaign status: Your campaign must currently be active or paused. Deleted campaigns aren’t eligible. Your campaign also can’t have ended.
Language targeting: Your campaign must target only one language which must be a currently supported language. Learn how to view and adjust your language targeting.
Campaign is too large: Campaigns can have no more than 64 ad groups and no more than 2000 keywords across all ad groups in order to be eligible.
Bidding mode: The campaigns bids must be set manually, so the campaigns using the Budget Optimizer or position preference won’t be eligible.
Other campaign optimization: You won’t be able to get a proposal for one campaign if you’re already running the campaign Optimizer for another campaign at the same time.
URL: There are some landing page URLs that the campaign Optimizer cannot analyze. It’s possible that your website doesn’t contain enough content, especially if you have a Flash site.
For more information hers a couple of links:
http://adwords.google.com/support/bin/answer.py?hl=en-uk&answer=52954
http://groups.google.com/group/inside-adwords/browse_thread/thread/cb851709ac1e2d83

Multimedia

2008-02-18T15:24:00.002+11:00

Multimedia – Bring your Products and Services to Life!

Multimedia is about taking images, drawings, pictures and developing them so they become animated and interactive. This is done using sound and design. You can imagine your strike rate for sales when someone opens an interactive brochure, rather than hard copy brochures!

We can develop, media-rich presentations that will entertain and educate your new and existing clients with audio, video, text and direct links to your website and e-mail address.

FEEL, SMELL, TASTE THE DIFFERENCE…..
In today's hard economic climate, there are competitors from all directions. A powerful sales tool like multimedia allows businesses to power ahead of their competitors and provide prospective clients with easy access to your products and services.

Research has proven that people remember:
• 20% of what they see,
• 40% of what they hear and
• 75% of what people see, hear and do!

Multimedia applications we provide can include:
CD roms
CD rom business cards – even cut to special shapes!
Websites
Interactive Invitations
Electronic brochures
All electronic media.

Uses can include:
• Product launches
• Brochures and catalogues
• Website applications
• Product details and further information including links to ordering.
• Multimedia sales presentations
• Product demonstrations
• Newsletters and press kits

BECAUSE YOUR PRODUCTS AND SERVICES ARE NOW INTERACTIVE, IT ALLOWS YOUR CUSTOMERS TO ACTUALLY “FEEL AND SEE” YOUR COMPANY IN A DIFFERENT LIGHT. IT ALSO ALLOWS YOUR CUSTOMER TO CONTACT YOU AT A “CLICK” OF A BUTTON. THEREFORE ENSURING A GOOD RETURN ON YOUR INVESTMENT. And one, which you know will give results!

Market Research

2008-02-18T15:24:00.001+11:00

What is Marketing Research?
Marketing research is carried out to enable you to understand your target audiences and what would be the best way to sell to them. Basically its used to find out target markets, understand your clients buying habits, provide you with a well qualified environment to launch your products and services and so on.

Think about this – When you go shopping to make a good-sized purchase like a TV, most of us do a little research. What’s the best brand and why, what are the different models available, which has the best price etc. This will put you in a better position to make the purchase. So that's probably the easiest way to explain market research – it puts you in the best position possible to make judgements.

What type of marketing research is available?
Depending on what you require, determines the best strategy used to conduct the research. We take into account time restraints, budget, statistics and other information that we will find for you.

Some examples of market research available include surveys (both electronic and hard copies,) focus groups, competitor analysis, and statistical information from various sources. It may be as simple as a customer satisfaction survey right through to developing a new product you’re launching and want the best possible strategies to use for successful outcomes.

Marketing Plans

2008-02-18T15:22:00.000+11:00

Have you ever heard the saying? - “If you fail to plan, then you are planning to fail.” Whether you are planning a trip, planning your finances or planning your marketing, without the planning, you can bet it would be hard to get your idea/project/trip or finances off the ground – if at all!

It’s essential that businesses have an idea on how they should be marketing and promoting their business, as without this, how can businesses increase their sales? At the end of the day, that’s the bottom line – whether you are launching a product, setting up a new division or promoting a particular service, we all want to see those dollars rolling in.

Marketing Mechanics has a great deal of experience and helping your business plan for success. Marketing should be treated as part of the business plan and should always be included in your budgeting.

We first suggest that we develop both short and long-term plans,
that way we can see the short-term results along with the big picture.

Marketing Plans will help provide focus and direction to your business and planning forms the basis of your total marketing strategies.

Strategy.
What’s a strategy? – A strategy is a plan. A good plan needs to be thought through with goals set and a time frame for these goals to be achieved.

Plan

Implement

Evaluate

A good, successful business needs many key factors to operate and marketing is certainly one of these. Simply, the marketing unit within your business can be broken down into four elements:

• Price
• Promotion
• Product
• Placement.

During the planning process there are other areas that will be covered.

Who - exactly is your market?
Why - do your current customers buy off you?
Why - do other potential customers not buy from you?

Why Choose Marketing Mechanics?

We have the expertise to plan for success towards your sales, marketing and promotional objectives. You are the best at running your business, and we are the best at marketing your business to others.

If it’s professional advice you need, we can help guide you and your business in the right direction.

We pride ourselves in giving you the highest level of customer service and value.

Big or small, each project is carefully planned, implemented and evaluated giving you fast, effective results.

We are results driven – WE MAKE THINGS HAPPEN
Marketing Mechanics has the knowledge and experience that will ensure that key areas for development and growth for ongoing success of your business are identified and implemented.

Email Marketing

2008-02-18T15:20:00.000+11:00

WHAT IS E-MARKETING?
E-marketing is simply converting hard copy information and placing it online. There are many forms and uses of e-marketing and e-commerce and we have listed some below.

WHAT CAN E-MARKETING DO FOR ME?
Whether it’s a low cost campaign, a project to build a customer database, a tool to increase sales or even a simple and effective way to communicate with your customers, e-marketing is the way of the future.

New trends in e-marketing have revolutionised the structure and way you and your company communicates with existing and new customers!

A targeted e-mail campaign can help you:
Reach new customers
Promote existing products and services
Help generate a database for you or expand your existing one
Easily launch new products
Provide a tool for membership for your customers
Help convert customers visiting your website into sales
Allow you to “up sell” to existing clients

and…

You can really identify your customer’s needs and
wants in a simple and effective way. You have more
chance of increasing sales if you truly know what your clients want from you!

E-mail marketing is probably the most cost effective way to market to your customers. And no other company offers professional advice and proven expertise to help your business grow and succeed like we can at Marketing Mechanics.

Direct Mail

2008-02-18T15:15:00.000+11:00

Direct Mail

Who said direct mail was a thing of the past? If that was the case, why do we still everyday receive so much in the mail – most of it personally addressed?

Direct mail, used in conjunction with other marketing strategies is definitely a powerful tool.

Marketing Mechanics has the expertise to develop a strategic Direct Mail campaign that WILL get people to look further than just the envelope they receive.

Direct mail allows you to deliver your sales message, products and services to potential or existing customers.

We can offer you an integrated marketing solution that can be measured. Whether you are launching a product, selling from catalogues, wanting advice on mailbox drops or direct mail, Marketing Mechanics can help!

We provide expert advice on campaign strategies, from start to finish and deliver RESULTS, - We can even organise list purchases with recommendations.

Direct Mail services include:
• Advice and list purchases
• Campaign development
• Print and design
• Delivering and measurement techniques

Customer Loyalty

2008-02-18T15:13:00.000+11:00

Customer Loyalty Programs

Who said customer service and customer loyalty was a thing of the past? Let us give you two scenarios to visualise and answer.

1. You are a customer and visit the same two cafés each week. You generally visit each one about once per week (a total of two visits).
2. Every week the same person serves you at the two cafes.
3. Café no. 1 and café no. 2 generally serve the same type of coffee and have similar service.
4. Café no. 1 gives you a coffee card where you get your 5th cup for free. They also give you a VIP card that entitles you to 10% off all meals, 7 days per week.
Q – which café are you now going to visit more?
A - Café no. 1 where you get your 5th cup for free + 10% on all meals

The answer is clear, and no matter how old or young or wise we are, everyone likes to be treated in a special way, and made to feel special.
So the keyword here is “SPECIAL”
No matter what business you have, customer loyalty programs can be introduced. Marketing Mechanics are the experts in devising, developing and implementing fantastic programs that are unique to your business.
Some food for thought… its easier and less expensive to sell to existing clients than to obtain new ones! You have already done the hard work in getting the client in your door or helping them buy your products and services. Now is the time to keep them there and up sell/cross sell. You will be amazed about the additional % in sales you can achieve!

Corporate ID

2008-02-18T15:09:00.000+11:00

WHAT IS Corporate I.D.?

Corporate I.D. is about your companies Corporate Identity - who your company is and portrays. It may be the first thing your customers see. Whether it’s a business card or brochure, your corporate I.D. makes up your stationary range. This falls into how you project your company’s image and how your customers perceive you in their mind when they receive your stationary and literature.

I remember many years back knowing a really switched on salesman. I had known him for at least one year. He always dressed beautifully, always wore his hair in the latest fashion, carried a soft leather attaché case and had the best looking business card I had ever seen. It wasn’t until a year later that I discovered he drove a car that had rust on the side of it, and his office was his bedroom!

He was a great guy and of course I had to laugh with him and not at him. He was smart – he always came across professionally and well presented - so in turn - This is how I felt about his business and products/services he was selling.

So the moral to the story in simple terms - Corporate ID is about the image you project – and you may only have moments to prove your company’s worth!

Company Brand/Corporate I.D. – who you are, what you look like
Position: - strategies used to make your clients feel/react a specific way to your products/service

Developing a logo or brand is not just about delivering visual solutions. There are reasons why the big guns develop their logos and brands – they sometimes can spend millions of dollars developing a brand or logo. Market research certainly can be undertaken, or more so should be to determine consumer behaviour towards your product/service. This research can help us understand your customers and what they do and don’t like – This can have massive impact, both positive and negative, towards your logo, your brands and even your company.

Corporate ID services include:
• Corporate image /market research
• Logo design
• Corporate Stationary (business cards, signage, letterheads etc.)
• Concepts, designing, printing and delivery at realistic and competitive prices
Does your corporate identity represent your company's goals, sales & marketing objectives, attitude, and image?

The first step.

Depending on your business situation, whether your company is large or small, what markets you wish to capture or you may be after a slightly new feel or look. Whatever your situation, Marketing Mechanics will deliver you with a well researched, visually creative, unique and objective reaching Corporate ID.

After a new look?

In many instances we have given a sparkling new look and feel to clients existing stationary. We can provide you with our portfolio which will provide you with some great ideas. We can also show you types of papers/boards and stocks so you can really feel and see the stock we recommend for your new stationary.

Brochures and Flyers

2008-02-18T15:08:00.000+11:00

Brochures and Flyers

Whether you have existing brochures or would like new ones developed, Marketing Mechanics is your “One Stop Design & Print Shop.”

From developing concepts, art direction right through to final art and printing, we can produce the simplest and most effective flyer, right through to a comprehensive brochure.

Other types of advertising material we do include newsletters, corporate brochures, postcards, posters, trade presenters, booklets, leaflets + much more. We have the experience and innovation to ensure whatever we produce for you, will not only be unique, but highly professional.

We offer a tailored service to you – which means we will design your brochures and flyers from start to finish and provide you with different ideas, samples of artwork to choose from and develop all of the copy (text and words) for you. Need Pictures or photographs? – We can help!

It’s one thing to make a brochure look fantastic, but we will ensure that your sales message and marketing objectives are met and that your products and services are communicated effectively to your target market.

Other types of designs we do include DL flyers, a4 flyers, booklets or any style or design you were thinking about.

And its not just about giving you THE SERVICE YOU DESERVE, its about quality & price. That’s where we will certainly put a smile on your face!

2008-02-18T15:04:00.000+11:00

ADVERTISING - The word on everyone’s lips?

• Is your product or service being talked about?
• Do people know about your products and your company?
• Are you getting the best value for your dollar?
• Do you know how to work out the best value for your dollar?
• Where should you advertise – online, TV, brochures, radio, direct mail?

These are all the questions we can answer – as we have successfully done over the years for so many happy clients.

In today’s times there are so many newspapers & magazines on the market that it’s easy to get lost in knowing where to advertise.

Being enticed with a “cheap deal” or super special can sometimes mean money down the drain. So many times we have heard “ Well we advertised in the local paper this week, it cost me $850 and I haven’t had one lousy call!” There are reasons for this and Marketing Mechanics can guide you in receiving the best value for your hard earned dollar.

We take into account your target market, your budget, design elements, what “catch line” will be best for your ad to capture the attention of your customers, advice on campaigns along with marketing research into where you should advertise. Maybe your money isn’t best spent in a newspaper for a particular sales and marketing strategy. With our experience and research we can provide information on the best way to advertise your particular product. This can be as simple as a demographically based mail drop or a stage by stage campaign, which includes different forms of advertising. Whichever the case, Marketing Mechanics has the expertise and knowledge to ensure you receive the best advertising placement at all times.

10 Hot Tips to Market your Business

2008-02-14T11:43:00.005+11:00

Tip No. 1 Existing customers are cheaper to market to than obtaining new ones.

Did you know it’s cheaper to sell to an existing customer than actually bring in new ones? You have already done the groundwork, and that customer has already used your products or services – so don’t let them go! – Or more so, keep them coming back! Whether you have only a handful of customers or lots of them, it’s important to keep them updated on what new products you have and special promotions or discounts you have got running. And if they were happy with your products and services in the first place, they will come back for more!

There are many ways you can keep in contact with your customers, but the best way is to create a simple database so you can keep track of customer purchases and easily contact them through various ways such as mail outs and email marketing.

Tip No. 2 Are you up selling?

Well your customer has already bought that cup of coffee – have you sold them a sandwich? – Or your customer has bought a screwdriver, have you sold them the latest new titanium screws you just got in? It’s all about Sell, Sell, Sell! – And take every opportunity you can. Lets look at McDonalds, as annoying sometimes the old phrase “would you like fries with that” may seem, they do it for a reason – to up sell! Maybe one in every ten customers says yes, well that’s a whole lot of fries at the end of the day! The best thing is, is that your customer may really appreciate the extra advice – maybe they really needed screws as well but forgot to ask!

Tip No. 3 Have you done a recent check on pos (Point of sale)

I know one of the things we may overlook are the posters and flyers we have hanging around at our stores. I saw a really old one the other day at a clothing store – it was a huge sign placed at the front of the shop, so you certainly could not miss it – it said “Bargain sale” This week only. The only problem is that the sign actually looked like it had been through a few bargains itself. It was quite dirty and faded – The point I am trying to make is that the customer sees the sign, sees that its old, so obviously the sale wasn’t just for “this week only” – its probably been around all year! – And hence that customer may just keep walking by!

Its hard in business to keep an eye on everything, but each week it’s a great idea to set five minutes aside to have a visual walk around your store or office and have a look at your POS – you may be surprised at what you find!

Tip No. 4 Databases – do you have a shoebox?

Well we probably all have had shoeboxes at one stage or another, but the shoe box I am referring to, is the box you may have stashed somewhere (maybe under your desk), at home, at the back of the shop or wherever) – and this box contains details of all your clients. Don’t throw them away! Even if it’s only got your customers telephone and name on it – this is a great start to building your database.

The best way to go about your new found treasure is to first check how current the information is. If its fairly current, say up to 1 year, then you can get cracking and make some phone calls to update your clients information. Obviously, its best not to “just call out of the blue” and say I’m updating your details. They may not remember you! - So some good advice is to put together an incentive promotion such as “ buy one, get second one free” or “beat the winter blues and coffee’s on us!” This way you have more reason to update your client’s details. Make sure your offer is valid though!

When you are on the phone, don’t forget to get their email address too so you can ask if they would like to be notified when any other promotions arise as well. More than likely, your customer would be happy to find out about new stuff you have to offer from time to time. At the end of the day, your little show box has turned into a terrific, up to date database ready for you to grow those sales!

Tip No. 5 Brainstorm Box – have you got one?

I have found a really great way to get brainstorming is to have a folder or box that I keep stored in the office. As I come across anything that looks interesting, examples such as good ads, brochures or anything that I think I might use, I just place it in my “Brainstorm box.” When I do get the chance and I am feeling very creative, I just pull out the contents and have a sift through. Its amazing the things you can come across to give you some great ideas!

Tip No. 6 Do you really know what your customers want –

Well, this is the six million dollar question! A lot of my clients tell me they know what their customers want, but as soon as we do a little market research, the outcome near shocks my clients. In fact – what you may be thinking right now, may be totally different to what your customers want! – And the best way to find out what they want - is to ask!

Lets take a bread shop for example, you have been baking bread for years, and all of your customers seem happy – but are they really? Did you know that 25% of people living in your local area are gluten intolerant? That could mean that you could possibly be missing out on 25% extra sales. And you can find information like this out by doing a simple survey. Ask customers what they would like to see when they come in, or leave a survey and box with pens at the side counter. You can even post the survey out, possibly with an incentive for completing the survey, If there’s one thing I have learnt in sales and marketing, its not to ever take anything or any one for granted!

Tip No. 7 Have you got a website?

Heres some staggering information that I recently retrieved from the Australian Bureau of Statistics.

”The number of Australian businesses using computers, accessing the Internet and using web sites or home pages continues to grow. Computer use has shown steady growth, rising from 49% of Australian businesses in 1993-94 to 84% of businesses at the end of June 2001. In contrast, the proportion of businesses with a Web presence has grown rapidly, rising from 6% in 1997-98 to 16% in 1999-2000 and 22% in 2000-01. The proportion of businesses with Internet access has also risen rapidly, from 29% in 1997-98 to 56% in 1999-2000 and 69% in 2000-01.”

And that’s only the business side of it – With householders there’s about 50% of homes and growing with Internet access.

Now if that’s not a reason to get a website, I don’t know what else can convince you! These days, everyone is getting Internet savvy, so there’s no better way to promote your business then online. Marketing Mechanics can offer you tailor made websites, unique to your very own business. Just contact us for further information.

Tip No. 8 Advertising

Have you ever advertised in a magazine or newspaper? I know many customers whom have placed an ad here or there and have sat back anxiously awaiting the phone to ring off the hook. Well if you only place one ad, and the phone does ring off the hook – can you let me know your secret? Advertising is about consumer recall. That is, a customer seeing your ad/brand/logo on a number of occasions. And when they see it a second, or third time, they will feel like they have heard about you, a friend has told them about your business or they cant remember except they know they will come and buy something from you when the need it (or you could have put together a great offer they cant refuse!)

It’s important to get the right advice about spending your hard earned dollar. I know there are some sales people in the advertising industry who are notorious for selling you “once only specials” – My advice to you is to carefully think before jumping on this type of offer. Your advertising should be budgeted, planned for and carefully thought about. That way you will ensure you are spending your money well and may see some return on investment.

Tip No. 9 Business stationary. Hows it looking?

The old saying you are what you eat, is quite the same in this situation-you are what your business card or letterhead looks like. Generally speaking, you only have moments to impress a potential buyer. Whether you have a small or big business, your business stationary should always be sleek and smart. That’s what your customers will see when you are not there, so make sure it’s a good appearance!

Tip No. 10 What are your competitors doing?

The best way to stay on top of your competition – is to know what they are doing. Make a call, drop by - or send a friend to drop by. Check the local papers to see if they are advertising, or walk by to see what they are offering. And don’t forget the dreaded junk mail – do they have a brochure in your letterbox?

Once you have determined what THEY are doing – you can do it better!

Intern Blog

2007-11-14T11:07:00.001+11:00

We have created a new blog, especially for our interns!

Check it out here

Stay tuned for updates!

Cave Comics goes live!

2007-07-31T13:51:00.000+10:00

Our latest web project for Cave Comics has just gone live. Due to the huge amount of comics, books, collectables, DVD's, magazines and Manga on the website, this project was a big one!

The team achieved a great result - not only does it look fantastic, but the search and eCommerce functionalities are state of the art and keep the site running smoothly.

Click here to check it out!

Marketing Mechanics is looking for you!

2007-07-12T13:18:00.000+10:00

Are you a talented, up and coming web or graphic designer? Do you want to work from home?

Marketing Mechanics is looking for web and graphic designers to join our team of contractors. Being a full service marketing and advertising agency, we always have lots of great work available - websites, enews, corporate id, logos, brochures, billboards, flyers and much more.

If you love innovation, working to a brief and can work on tight deadlines, we want to hear from you!

Please call us on (02) 9565 2120 or email your details to diane@marketingmechanics.com.au

Marketing Mechanics launches the new Meiji website

2007-07-05T13:06:00.000+10:00

Marketing Mechanics was approached by Meiji Australia to design and build a website for 3 of their products - Yan Yan, Hello Panda and Pucca.

The products originate from Japan, and are yummy lunchbox treats for kids and adults. We were pretty excited when Meiji kindly sent us lots of samples to try (we love market research!).

The brief was to make it fun and informative. We came up with a Japanese cartoon inspired concept that was entertaining for all ages.

Click here to see the finished site!

Add to your favourites!

2007-06-26T11:42:00.000+10:00

Working in marketing and advertising, or when looking to market your business, you have to remain current and informed at all times. Otherwise you risk falling behind your competition. Not only do we recommend tradtional marketing and advertising websites, but keep your eye on current affairs, satirical websites and youth media. These websites can give you an edge and keep you informed on current trends.

Check out some of our favourite links below.

http://www.bandt.com.au/ - up to date marketing and advertising news and articles
http://www.afr.com/home/ - keep your eye on the economy and consumer spending as this can help you with your marketing plan
http://reddit.com/ - this site is full of great articles and links on current affairs and consumer trends
http://www.trendwatching.com/ - keep up to date with global consumer trends
http://www.spinwatch.org/ - keep informed of happenings in the PR world

Happy surfing!

Direct Mail

2007-06-26T11:36:00.001+10:00

Direct Mail

Who said direct mail was a thing of the past? If that was the case, why do we still receive so much mail everyday – most of it personally addressed?

Direct mail, used in conjunction with other marketing strategies is definitely a powerful tool.

Direct mail allows you to deliver your sales message, products and services to potential or existing customers. One of the major benefits of direct mail; is that it allows you to provide ample information to your potential customer, and is a form of marketing that’s tangible.

OK now we agree it’s worth a shot, there are many factors to consider before rushing out to the post office and sitting back & waiting for the phone to ring. Following is my own personal guide of the do’s and don’ts that I’m sure you will find useful...

Click here to read the full article.

Internet Marketing Budget - How much should you spend?

2007-06-26T11:11:00.000+10:00

Internet marketing is fast becoming a necessity when promoting your business. However, it can be daunting when deciding how much to spend each month.

Diane Costa has some great advice in an article published by Australian Broker Magazine.

What is Your Budget?

Like all marketing, you need to set a realistic budget rather than trying to afford what is on offer or taking a cheap deal because it is 'cheap'. Do not take the first proposal that comes along, or an offer you found while surfing. Some offers will seem to good to be true, and some will seem ridiculously expensive.

For the past twelve years I have been advising businesses on advertising and marketing. I recommend a budget of around 7-14% of gross turnover, depending on what stage the business is at, which is then split up over the next 12 months, dependant on the goals you want to acheive. I recommend a fair percentage of online advertising...

Click here to read full article.

Online vs Traditional Advertising

2007-06-13T10:05:00.000+10:00

Our Director, Diane Costa is often asked to write articles for Australian Broker Magazine on all thing marketing and advertising.

Australian Broker Mag March 06

Fast fact – Just how successful is internet advertising &
How does it stack up against other mediums?

Internet advertising today is how print advertising was 10 years ago. Year on year companies are budgeting more and more of their marketing dollars on internet advertising. Compared to the price of print, internet wins hands down. However, when choosing the right marketing/advertising strategy for your product or service, one should not make a decision based wholly on price but moreso what will work best and pose the best ROI.

Read the full article

Marketing Mechanics has landed a blog!

2007-06-13T09:59:00.000+10:00

Hooray it's finally happened!

Marketing Mechanics is your one stops shop for all things marketing and advertising.

Stay tuned for heaps of great articles, links, videos, images, general advice and fun stuff from the team.

Enjoy!