public relations
For miracle sales, get a halo
It seems like every bus shelter you pass features a back-lit silhouette of a dancing girl or boy with wires coming out of their ears. You don’t have to read the logo to know that it’s another ad for iPod. But did you know that the ad is doing wonders for Apple PCs?
Media tips
One of the many reasons I love the work I do as a freelance journalist is that I get to spend a lot of time talking to emerging Australian technology companies. There is a vast wealth of incredible innovation in this country, embodied within hundreds of companies that will reshape the world in their own small way.
The power of tittle-tattle
Greetings Anthillians! I’ve been sipping a glass of fine wine and contemplating the grapevine. Word of mouth has to be the most powerful form of advertising. How else could a brief conversation by the water cooler precipitate the purchase of a $300 dollar bottle of plonk? Professional antagoniser, Ray Beatty, is on the case.
Australia’s innovation blind spot
I recently had the good fortune to host the Commercialisation EXPO 2006 conference held in Melbourne. It covered all the right areas and was a great success, but it is clear that one troubling issue remains – the chasm between innovation and marketing is as wide today as it has ever been.
How long is a piece of spin?
G’day Anthillians. These are troubled times, but nothing some good PR can’t fix! Antagoniser extraordinaire, Ray Beatty, considers exhibit A: the brand new Hardest Job In The World. (Hint, it’s not W’s.)
All hail the salesperson!
Salespeople acquired a stereotype for foot-in-the-door, sell-your-mother-for-a-dollar moral bankruptcy long before Zig Zigler cartwheeled his way into the public consciousness. But if salespeople appear a hardened bunch it’s because they spend their days on the front line. And let’s face it, if salespeople fail, no one gets paid. It’s about time we cleared society’s pedestal of entertainment celebrities, precious artists and fatuous egomaniacs. At long last, it’s time to hail the salesperson!
Strategy: Securing your first customer
Achieving your first sale can literally make or break a start-up. Many investors will delay committing significant funds until you can identify a customer prepared to pay real money for your product. It is often at this point that many start-ups fail: not because their product is not up to scratch, but because they run [...]
Marketing: What’s in a brand?
Negative or positive, everyone and every business stands for something. You can’t always control the opinions others form about your business, but you can influence them. The challenge is to ensure your brand represents what you want it to stand for and that it’s viewed in a positive way by your customers. There’s a perception [...]
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