Effective Marketing

Martin: Okay good. Right. So how are you Steve Bustin qualified to talk to us about public speaking?

Steve: Because I'm either on stage myself, or I'm teaching other people how to do it, would be the glib answer. Or the last 18 months, I'm either on screen myself, or teaching other people how to do it. So I work as a professional speaker, and event compere, and public speaking coach. So I'm on stage a lot, either speaking, delivering keynotes, workshops, those sorts of things, or as a compere emcee, to hosting events. So a lot of people see me on stage, and then they're like, "Uhm, you're good at that. Can you teach me how to do it?" So that's really how my business grew. When I started to speak at events, and people would start saying, "Oh could you come speak at my event? And actually, could you teach my team how to speak like that? And could you give me some coaching?" I suppose the other creds, I mean, I'm a journalist by background, I'm ex-BBC. So I'm used to, you know, I've always been a communicator. And right back at school, I was one of those kids who always wanted to stand up in assembly and to say things and talk about things, I've never been shy in talking. So it was, you know, it's sort of the natural career, I suppose I've always been waiting for in a way, I did stand up for a few years, and gigs around things, which was actually really useful training in terms of being able to play any audience and read an audience and different sizes of rooms and those sorts of things. And I suppose then, you know, as I've progressed through, I've actually just finished an 18 month term as National President of the Professional Speaking Association, which is the trade body for professional speaking here in the UK. And I'm board member of the Global Speakers Federation. And I'm also the author of a book The Authority Guide to Presenting and Public Speaking. So yeah, that's out there in a while. It's on, available in on Amazon and Audible, which was interesting, actually, and interestingly I sell far more copies on Audible than I do on Amazon. So the audio book, which I recorded, sells much better. So anybody who's happen to have a book their name, if you haven't already done it, make sure you've got an audio book out there because that's where the demand is right now, particularly for business books.

What is a Marketing Report? In this episode Martin Henley of The Effective Marketing Company answers the questions: What is a Marketing Report? Why is a Marketing Report important? Who needs a Marketing Report? What are the issues with Marketing Report? How do you produce a Marketing Report? and when do you produce a Marketing Report?

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Martin: Okay, great. That's really good news. Excellent. Okay, cool. So we are here today to talk about marketing. And so I only have like four or five questions, the four or five questions as you know are, how you're qualified to talk to us about marketing? What it is that you do? Who it is that you do it for? How you do it, how you deliver success for your customers? How you feel about marketing, and what your recommendations are for people in the current situation. So maybe we should get started at the beginning and you can tell us all how you are qualified to talk to us about marketing.

Melanie: I got into marketing via sales and I discovered that sales and marketing, it should be no revelation to anyone that they should be far more connected than they are. I started my own company, I did the sales, I did the marketing and I had previously worked with organisations as the sales person. It used to frustrate me in sales, that the marketing folk would send out these messages that the sales folk had to translate to the customer, and they weren't always on message so there was a disconnect. I guess from there, you know, continuing to work in sales, I really started to want to have that influence in marketing. I then did a master's degree in marketing. To my mind, there was two types of marketing, there was marketing for big organisations who have already got strong brands, and really what they're doing is protecting their brand, and looking normal and all that. And then there is marketing for innovation. So if you're a startup or you're a disruptive brand, you have a very different set of challenges because nobody knows who you are. There's no trust you have a completely different set of issues. My interest was not in how do you market Coca Cola or Nike, whatever. It was much more What if you were developing a set of sports shoes and no one has heard of you? What do you have to do? And so through that I did a bit of research and really the findings from that is what makes, I suppose I might give me some credentials around marketing. It is really getting endorsed by the right endorser, win awards, if you can. It doesn't really matter what category that is in; it could be best, fastest growing, nice place to work, environmental policy, just win something and look normal.

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You can support this channel by checking out our YouTube channel: www.youtube.com/user/EffectiveMarketingCo

What is SWOT Analysis in marketing? Is SWOT Analysis the key to achieving your marketing goals?

In this episode Martin Henley of The Effective Marketing Company answers the questions: What is SWOT Analysis in marketing? Why is SWOT Analysis in marketing important? Who needs to do SWOT Analysis in marketing? What are the issues with SWOT Analysis in marketing? How to do a SWOT Analysis in marketing? When to do SWOT Analysis in marketing?

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You can support this channel by checking out our YouTube channel: www.youtube.com/user/EffectiveMarketingCo

This was a really interesting chat with Jeremy Cassell who teaches senior executives in multinational corporations how to present effectively in high stakes situations. If you are interested in becoming a better presenter there should be something of interest for you here :)

If you like it you can subscribe on the Effective Marketing Blog, you will find that at www.effectivemarketingcompany.co.uk

You can support this channel by checking out our YouTube channel: www.youtube.com/user/EffectiveMarketingCo

What is competitor analysis? is the sixteenth video in our ambitious WTF Marketing series where we are cutting through the marketing BS to support businesses to be more successful.

In this episode Martin Henley of The Effective Marketing Company covers the questions: What is competitor analysis? What is a competitor? Why is competitor analysis important? What should you ask in your competitor analysis? How to do competitor analysis? When to do your competitor analysis?

If you like it you can subscribe on the Effective Marketing Blog, you will find that at www.effectivemarketingcompany.co.uk

You can support this channel by checking out our YouTube channel: www.youtube.com/user/EffectiveMarketingCo

Martin: So the first question I ask everyone is, how are you qualified to talk to us about marketing?  I know that you are enormously qualified to talk to us about marketing.

Jo: That's a kind of interesting question because I have absolutely no qualifications in the traditional sense for marketing, I came from, just an ordinary background but I think what really gives us some credibility is the fact that I have been doing this for 35 years, and we're still going, we still have a business, we are still talking to clients. We've had a number of clients for, you know, in this business for about 12 to 14 years, some come and ago and that's absolutely fine. We also have some that have been with us a long time. I would say their businesses are better because of the contribution we've made. I'm not saying we are the sole reason they're better, but we are certainly part of the team that creates better businesses. I think it's mainly about experience, it's also about - I absolutely love communication, the nuance of communication, I love the fact that, the thing that fascinates me the most, for example is translation. When you translate something, if you just translate your words, that doesn't actually mean anything, but if you translate the meaning and the nuance, it starts becoming something quite beautiful. If you take something like translating poetry, that'd be an example of what I mean by that. So I was lucky enough to find a job, my first job was, someone needed some help picking up some phones in a publishing company in central London. I went aloing for a few weeks because I had just finished my levels and asked, I don't know what I'm gonna do, I don't want to go to university, I didn't know what I wanted to do. So I literally sat in this office and I just fell in love with the whole media thing. That sounds kind of ridiculous but I was literally that kid that went, this is where I want to be. I love the whole thing of putting stuff together that communicates with people. My marketing comes not from the desire to flog people something or sell people something they don't want, but actually about building communications between people. Talking to audiences, talking to your employees, talking to your staff, your members, whoever it is, I just love the way that communication works. That's what I find really fascinating about it and that's why I think I bring to all my clients.

If you like it you can subscribe on the Effective Marketing Blog, you will find that at www.effectivemarketingcompany.co.uk

You can support this channel by checking out our YouTube channel: www.youtube.com/user/EffectiveMarketingCo

What is Customer Satisfaction? is the fifteenth video in our exhaustive WTF Marketing series where we are cutting through the marketing BS to support businesses to be more successful.

In this episode Martin Henley of The Effective Marketing Company answers the questions What is Customer Satisfaction? Why is Customer Satisfaction important? How do you do Customer Satisfaction? What should you be asking in your Customer Satisfaction? and What should you do with the results of your Customer Satisfaction?

If you like it you can subscribe on the Effective Marketing Blog, you will find that at www.effectivemarketingcompany.co.uk

You can support this channel by checking out our YouTube channel: www.youtube.com/user/EffectiveMarketingCo

Martin: Good afternoon, Mr. Abela.

Nicolai: Good afternoon Mr. Martin.

Martin: How are you, man? You're looking well.

Nicolai: Yeah, not bad, not bad. Can't complain summer on the way hey.

Martin: Summer is on the way. It should be nearly there now it's June is it? You're in Malta, you're right there on the Mediterranean ocean. I understand you got some ocean this morning, did you?

Nicolai: Yes, actually, it's a sea, so it doesn't live up to your ocean expectations.

Martin: Okay, it's still very, very beautiful and blue. Good. Good. So we're here today to talk about marketing. Thank you so much for agreeing to spend this time with me, with us, with whoever ends up watching this. You've made me feel terrible, I feel like I've had to bully you into doing this.

Nicolai: But yeah, that's fine. But anyway, fine.

Martin: Okay, good. So you understand a little bit of the format. The idea is that you tell us how you're qualified to talk to us about marketing. What it is that you do, how you offer value for your customers; how you feel about marketing; and then what are your recommendations for people in the current situation, ie the global pandemic situation and the economic situation and then you are free to go and enjoy the ocean some more, if that's what you'd like to do.

Nicolai: Most, most, most kind of you, thank you.

Martin: That's okay. So tell us how are you qualified to talk to us about marketing?

Nicolai: Well, I've been meddling in marketing for around 10 years primarily with, starting off, with my own business. I had my own website, which I launched in 2000. Then, I launched my, my ex wife's yoga business, which involved using various platforms. I mean, using email marketing, social media, Facebook had just being kind of launched, Seo was starting to become a bit more structured. When I saw that, I mean things were picking up it was just a case of investing in a number of courses in digital marketing in, SEO in

Nicolai: Like some graphic type stuff you do as well

Nicolai: Adobe courses, you know, you know, bits and pieces of putting all together. So nothing really structured, but basically seeing how the markets developing and adjusting to the market.

Martin: Okay, of course, which is what good marketers do. Excellent. So you and I know each other because you attended the Digital Marketing Institute course. When was that, was that 2015?

Nicolai: That was at least, yeah, six, seven years ago no? One of your first courses in Malta.

Martin: I think it was the second or third course in Malta.

 Nicolai: That's right.

Martin: I think so. The first one was in 2014. No, the first one was 2014, so maybe it was 2015. Yeah, good. Okay. So when did you, because now you offer marketing services, so when did you move into that kind of situation where you're like, Okay, I can offer this to other businesses now?

If you like it you can subscribe on the Effective Marketing Blog, you will find that at www.effectivemarketingcompany.co.uk

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What is Customer Analytics? is the fourteenth video in our exhaustive WTF Marketing series where we are cutting through the marketing BS to support businesses to be more successful.

In this episode Martin Henley of The Effective Marketing Company answers the questions: What is Customer Analytics? What is Customer Analysis? What is a customer? Why is customer Analysis Important? What can you learn from your Customer Analysis? What should you do with the results of your Customer Analysis?

If you like it you can subscribe on the Effective Marketing Blog, you will find that at www.effectivemarketingcompany.co.uk

You can support this channel by checking out our YouTube channel: www.youtube.com/user/EffectiveMarketingCo