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All posts by danielle@macinnismarketing.com.au

Customers Hit Back

By | customer centric marketing | No Comments

As we have access to more information, we are making decisions about what we buy based on more than just fulfilling an immediate need: food, clothing, transport. We are making decisions based on how these things appeal to emotional, and psychological needs. We want the back story, we want it to sit well with our ethical, health and moral code and now we have access to information that assists us make more informed decisions. Those industries that have held back information, be warned, and get prepared for the back lash. You can run but ultimately, you can’t hide.

Let’s look at the grocery market industry.

The grocery market is big business and it appears they are extremely powerful over deciding what the farmers produce and thus what we eat.

This week I watched the Film Food Inc. It is the documentary of how food lands on our table. With a few documentaries on food in the last few years, we have access to new information about how our food is produced. Films like: FedUp, Supersize Me and That Sugar Film. All of these films and other resources are lifting the veil on an industry that has been directing our food choices by holding back information. Now that we have this information, my guess is we are going to make better, informed choices as consumers. There are few places to hide and if you do, the black lash will be huge.

Aussie Farmers this week launched a campaign on their website about food and where it comes from. (Yes, I am an Aussie Farmer shopper). Up until now they haven’t pushed the message about “Where does your food come from?” but it is a really important discussion. A few weeks ago we all read about Nanna’s Mixed Berries (frozen) and the Hepatitis A contamination. We were made aware of the process by which berries were being farmed in other countries with in sanitary farming practices, in the case of the berries they were believed to be washed with infected water. It made us question what other unsafe food practices that we aren’t aware of?

We are now making decisions about what food we eat using a different criteria:

  • Buy local to keep our farmers in business – $12 million is imported food each year.
  • What is safe, and how do we know? The frozen berries was unfortunate incident was a wake-up call for all of us, what other practices we don’t yet know about?
    What is the government not telling us in labelling? A carton of orange juice can legally be labelled as “Made in Australia’’ when 90% of it is imported concentrate.
    What food is in season and when and if not what has been done to make it available to us out of season?
    Travel and storage of food: The average shopping basket of 25 food items bought in Aussie supermarkets has travelled a staggering 70,803 kilometres.
    Fat was always the enemy however, sugar is additive, it is hidden in so many foods and we have widespread obesity, particularly among children, and an epidemic level of diabetes among adults.

With supermarket shopping selves ever expanding it feels like we have more choice, but this is no necessarily the case. Going deeper and we will uncover practices that smell fishy. We buy groceries from supermarket chains many of which sell multiple brands of the same product, which leads us to believe that we are choosing among competitors when they are actually just choosing among products made by the same firm that may have been made at the same factory.

Food is just one example I wanted to share of how consumers are now making decisions on a new set of criteria, but this quest for wanting to know more about what we spend money on is happening in every category and giving rise to new businesses based on transparency and choice.

Good Practices

Bupa Food Switch App – allows us to pick the best food alternative while shopping and scanning a bar code.
Food Revolution – Jamie Oliver aiming to educate every child about healthy food choices. Sign the Change org now.
World Health Organisation

Question: What do Uber, AirBnB and Officeworks MailMan have in common? Answer: They are disruptive digital businesses

By | customer centric marketing | No Comments

A book by author Ray Wong has just been release called Disrupting Digital Business  and it immediately gained my attention. The premise of the book is that we have moved from selling products and services (largely because of the digital landscape we all communicate in) and so now we need to focus on experience and outcomes to really be able to compete in the market.

Those that can adapt quickly have capture the market so much so that those who were at the top of the Fortune 500 have had to move out-of-the-way for the new type of business model that is innovative, customer centric and continually evolving.

  • Examples include Uber – your private driver
  • Airbnb – stay like when you are at home
  • Officeworks Mailman – print it and post it

As Ray explains there are some traits that set these type of businesses apart from the rest and these include:

1. Transformation focused: where innovative thinking, small bets and failing quickly is encouraged.

2.Relevant: Understanding what is important to your customers and giving them just that.

3.Authentic: transparency and trust and supporting your brand promise: do what you say

4.Intention Driven: We need to be able to predict what would be expected and then go a step further

5.Networked: This is all about creating natural collaborations and affinities to better the customer experience

Disrupting Digital Business Book Overview from Constellation Research on Vimeo.

Lifelong learning is a competitive advantage

By | Marketing Tools | No Comments

For some of us learning is such an enjoyable part of our work. For others the status quo is all they can manage. When we think of our children the world they are going to work in is so very different from the workforce we now work in. Change is nano speed and so learning new things, exploring new ideas is now faster than every before. It is an exciting landscape but how do we stay on-top of marketing and managing our small business?

This week I came across a podcast by my favourite MarketingProfs where Kerry O’She Gorgone interviews Mark Organ in a podcast titled Never Stop Learning. Mark is a fascinating guy. I had a few hah moments I wanted to share.

1. Jack Welch’s 4 Es and a P – which is a nice framework to identify leadership potential.

2. OKR – a performance measurement idea based on Objectives and Key Results.

3. Weekdone – software to manage OKRs
Video on weekdone

Join our Marketing Knowledge Portal for $1 per week and let us curate your marketing needs. All the tools and tips, templates and best practices. We do it because we love it, and you will love it because it saves you time and gives you access to some great learning to grow your small business. Learn more

The budget wins for small business

By | Business marketing, Business planning, Marketing Tools | No Comments

The Federal Budget for 2015 has a lot for small business to get excited about.

  • As expected, the tax burden for small business owners – those with annual turnover under $2 million – will be lowered to the tune of 1.5 per cent, costing the Government $1.45 billion. For example, a company with an annual turnover of $1.3 million and a taxable income of $200,000 will be $3000 better off. According to the government, 96 per cent of Australian businesses will be eligible for tax relief.
  • For smaller, unincorporated businesses – sole traders, partnerships, trusts, etc – there will be a 5 per cent tax discount. For the roughly 1.7 million tradies, sole operators, partnerships and other unincorporated small businesses who don’t pay the 30 per cent company tax rate, the government is offering a 5 per cent tax discount of up to $1000.
  • To help small businesses invest in new tools or machinery the Government will provide an immediate tax deduction of all assets under $20,000. This can apply to as many items as you like ovens, coffee machines, lawnmowers while any assets over $20,000 can be pooled together and depreciated at the same rate. Small businesses can buy as many items under that amount as they like and receive that deduction on each one, starting from budget night.
  • To encourage businesses to employ young people, employers can access up to $6500 in wage subsidies over 12 months.
  • For start-ups, business registration will be streamlined, with one website acting as a one-stop-shop for setting up a business. Start-ups will also be able to immediately deduct expenses such as legal fees they incur when setting up a new company.
  • Fringe benefit tax on electronic devices
  • The Government is set to profit from overseas businesses supplying digital products and services to Australians, which will be subject to GST from July 1, 2017. This means that local businesses products will be more attractive.
    Cheat sheet from ABC to answer more questions here.
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