The Marketing 24-7 Podcast

In the 1800’s, 95% of the Australia population worked on farms. Today, 5%. The industrialisation of the nation. Today, farming itself has been industrialized, and we eat more industrial chemicals than we do food. Yet our life expectancy has lengthened, due to the industrialisation of medicine. 

My early years were in an area dominated by market gardens – lettuce, tomatoes, other produce, grown in the rich loamy soil. 

People mainly migrants Italians and Croatians worked, hard, during work time; played games only evenings and part of weekends. If there was an emergency at any one place, a whistle summoned – not a tweet, and the entire community came running. There was a real community. That’s all over now: that produce comes from elsewhere at lower costs. Corporate conglomerates replaced the independent, small farm owner and the family business. Robots and automation are replacing humans. The farmer, a dying breed.

Now, we live during the technology-isation and internet-isation era. It was supposed to make us ALL rich and raise us ALL to a life of easy work, leisure, milk and honey. But it is doing the opposite. It is sucking wealth out of many hands and putting it into fewer and fewer. Corporate conglomerates are replacing independent, small businesses. Amazon is what Kmart and Target was, but on steroids. 

Entire new fiefdoms born, like Google. A new cyber-road to serfdom. In the past 2 decades, the average white collar worker has added 10 to 20 hours to his workweek, not subtracted it –by the constant connectivity they work everywhere, all the time. For blue collars, wages have stagnated and, more importantly, jobs are being erased at a 6-to-1 ratio vs. new jobs created. For most business owners, complexity and work-week hours increased; incomes have not. And the sacrifices paid for all this – in privacy, personal safety and security, homeland security, mental health, etc. – are extreme. 

Of course, it’s been and is an amazing wealth generator for some of us, me included. But on par, in balance, the most destructive force ever unleashed on society yet to reveal the full extent of its ruination.

As with all things, you can’t really control “it.” You can only control you. 

Evil in any form can’t exist where it is refused welcome. Our life is the mirror reflection of all the decisions we make – sure, some random chance and “circumstances beyond our control” tossed in, but mostly, personal. 

A cyclone may come, but you choose where you live, how weak or strong a structure you live in, with or without a basement, attention paid to weather alerts, and you can greatly affect your odds. 

I am not a gambler but I can appreciate odds. You should think hard about how to lessen the odds of bad things happening to you and increasing the odds of good things happening, with everything you do. 

Remember: a hammer can be a very useful tool or a very dangerous weapon. 

It’s NOT up to the hammer.

One of the most profound concepts I came across recently was attributed to a Ty Cobb quote (arguably one of the best baseballers ever) that is easily applied to marketing and business:

"Speed is a great asset; but it's greater when it's combined with quickness and there's a big difference."

He was talking about positioning yourself in a game, so you don't have to be necessarily fast, but you are already "there waiting" before the pitch because you are gifted enough to read the cues.

But in business this concept can be as simple as leveraging others with bigger, more prestigious, and more celebrity-like brands. 

Are certain Nike shoes any more intrinsically valuable because Michael Jordan's name is on them? 

No. 

But with that name, they ooze value, prestige, and talent. Thus, people line up at night to pay through the nose for them. 

Same with a brand Kim Kardashian promotes on Twitter or Instagram. She has created entire million-dollar brands for brand new Startups just because she advertised it, and not because the brand is any better or even is any good (aka her recent crypto promotions). 

This is how you cut in line (or speed things up) on your way to success in marketing. 

You can spend years and decades slugging it out or you can find ways to get there faster. 

One way to do it faster is to only associate, do business with, and joint venture with high quality, prestigious, & expensive offers, businesses, or brands. 

Don't sell cheap, appeal to cheap, or be anything but hostile and antagonising towards all-things cheap. 

That alone can elevate your business by default, and you are actually expected to charge more. 

It would be a weird disconnect if Michael Jordan's name was slapped on a pair of $10 sneakers or if Kim Kardashian promotes a $17 bag you can find at Kmart. 

That's how you want your own brand to stand out: as high quality, high prestige, and, yes, high priced.

This is why the front of magazines always has the glitzy brands in the first 6 or so pages. They all need to be seen with each other.

So here is the question - who are you or your business seen with? 

Think about the answer it matters a lot.

The Baby Boomers are once again proving they are ready to spend. 

Despite central governments and banking institutions making a concerted effort to slow the economy and rein in inflation by raising interest rates. Baby Boomers are still proving to be a major source of consumption in the current economy. 

Baby Boomers – generally referring to those aged 55 and over – are a demographic targeted by many businesses as they possess the financial resources to purchase goods and services. 

Research has shown that Baby Boomers have a propensity to shop more and often carry larger amounts of disposable income compared to other age groups. Given the power of Baby Boomers to stimulate the economy, businesses large and small need to be focussing on this niche in an effort to continue to thrive in a slowing economy. 

Despite traditional consumer forecasts predicting slowdowns in the real estate and housing markets, Baby Boomers continue to spend. 

What’s driving Baby Boomers’ spending? 

There’s no single answer, but some suggested motivators include a focus on buying quality over quantity, a desire to travel more, and an increased emphasis on health and wellness. 

For entrepreneurs, this is an opportunity to capture a larger share of the Baby Boomer market. By understanding their preferences and tailoring their products and services accordingly, entrepreneurs can make an impact in the sector – and get a slice of the Baby Boomer spending pie. 

Businesses may also want to consider including other elements to their customer offerings to attract Baby Boomers. This could include tailoring packages to suit the Baby Boomer lifestyle, offering flexible payment options to fit their budget, and providing helpful resources or advice that Baby Boomers could find valuable. 

The Baby Boomer market is a valuable and powerful one, and entrepreneurs should consider investing their time and resources into actively engaging Baby Boomers in their products and services. 

Don’t overlook the Baby Boomer market—there’s a lot of money still being plus waiting to be spent.

Welcome today we are doing a deep dive into the world of rebranding and explore why it’s necessary, the benefits it brings, and what you need to take care of during the process. So, let’s get started!

If you take a look at this podcast album cover you will see that we have undergone our own rebrand.

It is in 3 parts : 1) my new look 2) the highlighting of Luxe Marketing and 3) a more modern look and feel.

Rebranding is a process that many businesses go through at some point in their journey. Generally it involves changing the way a company presents itself to the world, including its name, logo, messaging, and overall visual identity. But why do businesses choose to rebrand? Well, there are several reasons.

First and foremost, one of the most common reasons for rebranding is to stay relevant in a rapidly changing market. As industries evolve, consumer preferences shift, and new technologies emerge, businesses must adapt. Rebranding allows companies to update their image and align themselves with the latest trends and customer needs.

Another reason for rebranding is when a company wants to change its reputation or perception. Sometimes, negative publicity, a scandal, or a shift in public opinion can tarnish a brand's image. Rebranding provides an opportunity to leave the past behind and create a fresh start, rebuilding trust and showcasing a new direction.

Additionally, rebranding can be crucial when a company undergoes significant changes, such as mergers, acquisitions, or expansions into new markets. By rebranding, businesses can ensure consistency across their various entities and create a unified identity that reflects their new vision and goals.

Airbnb for example were originally known for offering air mattresses in people's homes, Airbnb underwent a comprehensive rebranding to become a global hospitality brand. They introduced a new logo, website, and brand messaging that focused on the idea of belonging and unique experiences. This rebranding helped Airbnb expand beyond its initial niche and become a trusted platform for travellers worldwide.

While rebranding holds great potential, it's essential to approach it with caution. There are a few things to keep in mind to ensure a successful rebranding process.

Firstly, thoroughly research and plan your rebranding strategy. Understand your market, competitors, and most importantly, your customers. A well-informed strategy lays the foundation for a strong rebranding effort.

Secondly, maintain consistency throughout the rebranding process. Ensure that your new visual identity, messaging, and values are coherent and aligned across all touchpoints, from your website and social media to packaging and customer service.

Rebranding can have widespread impact – handled properly it can rejuvenate employee morale and company culture. A fresh brand identity injects excitement, energy, and a sense of purpose into organisations. It unifies teams around a common vision, boosts employee pride, and even attracts top talent who align with your new brand values.

Better yet, rebranding allows for better alignment with your target audience. 

As consumer preferences change, it's crucial to ensure your brand remains relevant to your ideal customer. By conducting market research and understanding your audience's needs, desires, and values, you can tailor your rebranding efforts to resonate with them on a deeper level.

By refreshing your visual identity and messaging, you can attract new customers, regain the attention of existing ones, and stand out from your competitors. 

Are you an awesome entrepreneur, consultant, accountant, or career coach?

Whatever your business, how do you expect people to find out about you and your talent? Promoting your work opens up unlimited opportunities because your valuable product or service sees the light of day.

Being modest, introverted or humble and not self-promoting, is holding you back.

Your less competent competitor is about to get the business.

True, we are all afraid of sales. The perception. The idea of being pushy.

Many people equate sales with making people buy things they don’t want, don’t need, and can’t afford. Daniel Pink, in his bestseller, "To Sell Is Human" states that 1 in 9 roles has a formal sales title. But 9 out of 9 roles involve selling to other people. 

Teachers sell to kids. Doctors sell to patients. Authors sell to readers. If your work involves other humans, you are selling.

Finding ways to help others.

Want clients? Start talking to your network.

Find out how they are doing, how business is going, back and forth with ideas without any expectation of anything materialising. None of this costs anything but time.

But it is not a cost, it's an investment that can pay your business in spades, short term and long.

Some home truths

Truth #1: If you operate on the assumption that people will benefit from using your products and services, then sales is entirely about helping others. 

Truth #2: How you sell is with the value you create for the customer. 

Truth #3: Everyone is selling in some capacity — even if they don’t think they are — so we might as well get good at it.

Don’t run from sales. Embrace sales as the engine powering all business.

I was taken aback when I received a desperate phone call from a potential client who had gone through the process of starting a business. 

The client had set up the business but their attempts at gaining new customers were fruitless. I offered support to the client, giving them many ideas to attract clients. It was in this moment that the client confided in me; he had spent 8 years of his life studying and working in the commercial field, however, he had never been given guidance on how to target customers until now. 

This struck me as concerning, as a lack of marketing knowledge is a common issue amongst new entrepreneurs. In response, I have created this podcast, outlining the key techniques that successful businesses use to get more clients.

In this week’s podcast I go through the 4 key things I do when I take on a new marketing client. I believe you too, should do these 4 things in your business. Especially if you are looking for more clients, quick wins and some instant cash flow.

These are the same 4 things that I implement with my fee-paying clients which is on average $50,000 each and you are getting the advice for nothing thanks to this podcast.

All you have to do is listen and implement – go on I dare you!!

Here is the link to the blog post

https://petergianoli.com/low-cost-ways-to-market-business/

This episode is about doing things differently.

I was talking about podcasts with my wife over breakfast and she said something that struck a chord. She said that she gets annoyed by the jingles played upfront in most of the podcasts she listens to.

Whoops! That's exactly what I have in my Marketing 24-7 Podcast. Should I continue them?

I recently wrote an E-book called 7 Trigger Marketing Guide to Fast Money and Entrepreneurial Success. Specifically, trigger number 2 is called defy industry norms. Ironically this is a perfect example of where I hadn’t challenged an industry norm.

Take a listen to the latest podcast episode to find out more.

Most entrepreneurs like to...Ready, fire, aim!

That’s good. 

It’s what makes us wake up in the morning, get our products out there, and change the world. So, a word like foundations is boring. Definitely not sexy. BUT so essential!!

When you stop to learn something like marketing foundations, you may feel like you’re slowing down or taking a step back, but it’s crucial to lay a good foundation so you can build a big house. 

After all, the foundation you need for a $100 million-dollar business is going to be a beast compared to a foundation that will support a $1 million-dollar business.

A solid foundation multiplies and maximizes your efforts. It means that when you’re ready to go out there and sell, everything you do will be stronger, faster, and more profitable…even if you don’t exert more effort.

Good foundations build and sustain businesses during all the ups and downs, so don’t skip the chance to learn and shore up your business foundation.

It appears that despite the doom and gloom in the news, there is a "Spending Class" that is currently thriving and growing.

The West Australian newspaper reported that all Lamborghini V8 and V10 series cars for circa $400k have been sold out for the next 18 months - and these are only just one example of the luxury spending happening in the world. 

Phyllis Narula, who purchased her third Lamborghini, remarked that the cars were a treat to herself and a status symbol of all the hard work she has achieved over the years.  

At the same time, the emergence of wealthy shoppers and demographic changes have combined to produce an even larger "Spending Class", making now the ideal time for entrepreneurs to be prepared to tap into this market and understand its potential and uses. 

It's not just about the money that can be made, though - it is also about understanding who these consumers are, what they need, and how to position your business for success.

Bearing this in mind, it is important to get to know and target the ideal customer if you want your business to be profitable and grow. The ideal customer is not one who is put off by high prices but is willing to pay the premium for quality products and services. 

To do that, you need to figure out who these customers are, where they're located, and how to reach them. 

Once you understand all of that, you can create unique and effective marketing campaigns designed to bring in these customers as well as enjoy greater profits.  

So, if you are looking to make the most of all the wealth and luxury spending happening in the world at the moment, taking the time to strategically target and understand the "Spending Class" is key. 

Focus on this and put in the hard work now and you can ensure success and long-term sustainability for your business.