Super marketing ideas
By Peter Switzer

Siimon Reynolds, of Love Communications, who was responsible for the internationally acclaimed Grim Reaper commercials in the 1980s for HIV Aids awareness, knows a thing or two about marketing a business and has a simple rule.

“Everything you do is marketing,” he said. “From the way you show your business card, to the way you answer the phone. It’s all marketing.”

Here are some things that you must do to make your marketing message magical.

You must do an audit
Marketing experts advise businesses to be very realistic about their operations. A standard recommendation is to conduct a total marketing audit of your operation. This could involve leaving the business and then coming back, maybe in a cab, just like a client would.

As you walk up to the entrance of your business premises, take a look at all the signals that are being emitted:

• Is the front entrance clean and tidy?
• If there are plants in the entrance area, are they alive and looking healthy? Even a dying plant may send out an unconscious message that you’re not in control of your operation.
• Is your sign clearly visible and does it stand out?

Now walk through your office or workplace as if you’re a customer coming in for the first time. Check these things:

• Is the office area clean and tidy?
• Are there obstacles to walkways that could cause a safety issue?
• Is there someone at the front desk or a message saying how someone in the office can be contacted?
• Is the paintwork clean and tidy?
• Is water available if your customer needed a drink?
• Does the workplace give off the air of professionalism and order?

You must look good
The experts say your business looking professional sends out the right marketing messages. Once you have the physical presentation of your business in the right marketing mode, it is time to create a plan for how you are going to ‘hook’ your customers.

Let me tell you a story about business owners who know how to come up with great marketing ideas.

When John and Ros Moriarty took their ‘hair brain’ idea to the Australian airline, Qantas, to entirely paint a plane red (and later blue!) with an aboriginal motif, they knew they were pushing the envelope. How they pitched and pulled this idea off could easily be put under the category of ‘guts’ marketing — one of the many, cheap methods of marketing of small, but bound to be bigger businesses!

You must have determination
The Moriarty’s plan was based on vision and sheer determination. The plan was hatched in bed, early in the morning. “We should paint a Qantas plane,” Ros told a sleepy John. He told her to “go back to sleep”. The Moriartys recall waylaying the then Qantas boss James Strong at a function. The pair did their pitch and he showed interest. John, not by nature a pushy man, was not certain of the plan but Ros was certain they were in with a chance. “Ros told me that I was an aboriginal and that he would have to listen to me out of respect!” John said.

Eventually, the gutsy plan paid off and put their art and design business, Balarinji into the fast lane for growth. Perhaps you have seen these wonderful colourful planes at airports or even flown in one?

His nursery is on a major intersection, where cars had to stop at traffic lights so he used a big signboard to market his business.

At a time when Sydneysiders were putting soft drink bottles on their lawn with water in them to stop dogs leaving excrement on their lawns, Pickles looked for a plant with a noxious odour that dogs would not like. He christened it the “Piss Orf Plant”.

“That’s what you always say when you see a stray dog on your lawn!” Tim said.

Pickles said the local paper got onto the story and a major TV current affairs show saw the article and screened the story. From that, more newspaper coverage ramped up his market exposure.