The Small Business Big Marketing Podcast with Tim Reid

Heard the one about the lawyer who walked into a bar? This isn't just any bar either. The iconic Burleigh Brewing Co was started by Peta Fielding and her husband Brennan on the back of successful brewing endeavours in Hawaii.

Peta said that she always knew she wanted to create a special business, she didn't know what, but she knew what it would feel like. After meeting her would be husband, a talented brewer in Hawaii the pieces started to fall into place.

Listen in as we cover some serious marketing ground including:

• How Peta went from high flying lawyer to an MBA in Hawaii to owning a brewery and pub in Hawaii to Starting The Burleigh Brewing Company
  
  
• How every beer has a story (and a cool name to go with it - like My Wife's Bitter!)
  
  
• Burleigh Brewing Company's philosophy around people
  
  
• The importance of community and how it intersects with local marketing initiatives

But that's not all. In this episode of your favourite marketing podcast:

• I share another low cost marketing idea for you to implement immediately - How to create a weird marketing campaign
  
  
• And we revisit a past episode in which I spoke to LA fashion-designer Melissa Coker about her amazingly viral First Kiss video
  

Yep, you guessed it, another big episode, so let's get stuck, right in.

 

EPISODE TIMELINE

00:00  Two Marketing Insights
00:51  Teaser
01:30  Welcome & overview
02:45  Insights into The Small Business Outsourcing Tour to the Philippines
03:44  Today’s guest introduction – Peta Fielding
05:08  Interview with Peta Fielding
40:00  Insights into Cornerstone Business Solutions
41:40  Insights into Key Person of Influence and The Small Business Big Marketing Club
44:59 My Top 3 Attention Grabbers from my chat with Peta Fielding
46:10  How to run a weird marketing campaign to grow your business
48:57 Wrap-up and an insight in to both a past guest & next week’s guest

 

MY TOP 3 MARKETING ATTENTION GRABBERS

 

1. Spend the time to make your brand pop. Head over to BurleighBrewing.com.au and check out how Peta has done it with their brands.
   
   
2. Story-telling makes brand development simple. Take a listen to my interview with Dave Musson of Saddleback Leather.
   
   
3. Celebrate staff anniversaries. Success in small business is celebrating the big wins and the little wins.

 

RESOURCES & LINKS MENTIONED

 

Burleigh Brewing Company's official website

Get access to the 9 steps involved in creating highly profitable partnerships from Key Person of Influence's Glen Carlson inside The Small Business Big Marketing Club

What Have You Got To Lose - How to run a weird marketing campaign to grow your business

 

EPISODE SPONSORS

Cornerstone Business Solutions

Reduce your business running cost by up to 90%

Key Person of Influence – Become highly valued & highly paid
Grab a FREE hard or audio copy of their Amazon best-seller.

OVER TO YOU …

What was your biggest marketing learning or ah-ha moment from this episode?

Leave your comment below.

My guest and I respond to each and every comment.

 

Support the show: https://www.patreon.com/marketingpodcast

See omnystudio.com/listener for privacy information.

Joep Pennartz started Shacky out of a desire to create opportunities for a digital detox. To look out the window, listen to birds and take a deep, long breath. After a particularly hectic period in his life, he and his girlfriend managed a getaway in a little place that had no mobile service, and just two days in this environment felt like a whole month's worth of relaxation.

As time went on he realised that this type of a holiday was a growing need for many people who need to unwind and go on a digital detox. This lead to the start of  the Shacky adventure.

This is a story of innovation (which Joep has a Masters degree in), crowdfunding and just some really clever marketing ideas.

I think you’re going to love this chat, Joep's passion for his business and the way in which he has gone about building it is truly inspiring.

We cover a tonne of marketing ground including:

• JOMO (the joy of missing out) a term Joep likes to use when promoting these beautiful tiny houses
• Some nice 1 percenters that Joep has done to build and promote Shacky
• A great PR hack
• How Air BnB used the Shakies to help build their brand

Also in this episode of your favourite marketing podcast ...

• I share a simple 3-step process for getting customer feedback in our most popular segment lovingly called What Have You Got To Lose?
  
  
• And we go back into the Small Business Big Marketing vault, revisiting a past episode revisiting a popular episode with my old mates (and speaking coaches) Zara and Troy from Humour Australia

I also went to one of Key Person of Influence Brand Accelerator Events. It's 8-hours full of solid content. If you're interested here's a 50% discount on the ticket price.

 

Here are my top 3 learnings from attending the event:

1. Matthew Michalewicz a previous guest on the show presented on Pitching - His key take away was the “Name, same, different” philosophy. eg. My name is Tim Reid, I’m like a marketing consultant but I’m different in that I share my knowledge from stage and a podcast. How can you use that philosophy in your business?
   
   
2. Rebecca Coomes - an ex-marketing consultant who’d made a decision that her true passion is helping people overcome a particular gut problem called SIBO (that she also suffered from) - she’s now a leading expert in this area and has an incredible product eco-system including books, courses, coaching, live events. I’m actually going to get her on an upcoming episode soon.
   
   
3. Hair Salon Coach Lisa Conway talked about how it’s OK to be yourself as you build into becoming a key person of influence in your industry.

AND, I've got some EXCITING news. The next Small Business Big Marketing 'Outsourcing Tour of The Philippines' is coming up!

• Learn about all the options that are out there for outsourcing to the Philippines
• Visit businesses that are successfully doing it
• Hang out with other motivated business owners

It costs $2,990 twin share and it's on March 27-29, 2017

Check out all the juicy details at smallbusinessbigmarketing.com/tour

Yep, you guessed it, another huge episode, so let's get stuck, right in.

 

 

EPISODE TIMELINE

00:00  Two marketing insights
00:50  Teaser
01:40  Welcome & overview
03:30  3 dates that I would love for you to save in your calendar
05:20  3 learnings from the KPI Brand Accelerator event
07:40  Today’s guest introduction - Joep Pennartz
08:35  Interview with Joep Pennartz
43:50  Insights into Cornerstone Business Solutions
45:30  My Top 3 Attention Grabbers from my chat with Joep Pennartz
46:52  3 steps to getting customer feedback 
49:47 Wrap-up and an insight in to both a past guest & next week’s guest

 

MY TOP 3 MARKETING ATTENTION GRABBERS

 

1. JOMO - The joy of missing out. We should look for more opportunities to miss out on things.
   
   
2. The signage containing the website address Joep had on the back of his first Shacky when he was delivering it. This is a great example of really believing in your product and grabbing every opportunity to get the word out.
   
   
3. I love the fact that he didn’t opt for the most obvious business model which would have been to mass produce Shackies for individual sale. And I love that one if the reasons he did this was to maintain control of his brand.

 

RESOURCES & LINKS MENTIONED

 

Shacky's official website

Shacky's crowd funding page

The Castaway Awards (of which I am the proud MC)   Crowdfunding links:   Amanda Palmer - The Art of Asking   Clay Hebert - Crowdfunding Hacks   Other links mentioned in this episode:

3 Steps to Getting Customer Feedback

Interview with Scott Kilmartin about buiding the world's most beautiful ice-cream truck

Interview with Matthew Michalewicz on the perfect pitch

 

 

EPISODE SPONSORS

 

Cornerstone Business Solutions
Reduce your business running cost by up to 90%

Key Person of Influence – Become highly valued & highly paid
Grab a FREE hard or audio copy of their Amazon best-seller.

 

 

OVER TO YOU …

What was your biggest marketing learning or ah-ha moment from this episode?

Leave your comment below.

My guest and I respond to each and every comment.

 

Support the show: https://www.patreon.com/marketingpodcast

See omnystudio.com/listener for privacy information.

I started podcasting way back in 2010 and have now released more than 350 episodes. I thought it was high time that I shared a few of the lessons I've learnt along the way by answering your questions about podcasting.

In this episode of Australia's favourite marketing podcast :

I share my thoughts and answer your questions on all things podcasting

I share another low cost marketing idea in What Have You Got To Lose?

Today I share 3 steps to getting your emails opened by the right people!

And we go back into the Small Business Big Marketing vault, revisiting a past episode in which we caught up with the maker of America’s best sandwich!

To find out what you really wanted to know about podcasting, I asked!. I received some excellent questions from both Small Business Big Marketing Forum Members and The Small Business Big Marketing Facebook page.

SIDE NOTE: There's a whole section inside the Small Business Big Marketing Forum dedicated to Podcasting. Check out the forum here. It's only $67 a month and if you can't make that back plus multiples more than I am doing something wrong.

I kick off the show with 10 things that I want you to know about podcasting and the podcasting landscape:

Podcasting is effective at growing your personal and business brand - coaching, speaking, Forum, Emceeing large events and being played on Virgin flights have all spun out from this very podcast.

It’s growing. The podcast section in iTunes is 10 years old, there are 325,000 podcasts listed there and Apple reported 10 billion listens in 2016. It's also slowly being released on platforms like Spotify and Audible.

Many needlessly complicate the whole podcasting process, it’s way easier than you think. Listen in as I answer some of the more technical questions about getting started.

There’s some amazing shows out there, forget radio and TV get into podcasting. A couple that I'm loving are 'Here’s The Thing' & 'How I Built This'

There’s a number of different podcast formats - Interview style (like mine), Soapbox (or rants), Q&A or a discussion among co-hosts.

Audio / acoustic quality is critical. You're competing with road noise, gym noises, dishes you name it. Your audio really needs to be crisp for people to hang in there with you. My setup includes my mac, a blue yeti microphone and a free piece of software called Audacity. I have used other microphones and gear as needed (i.e. when I'm on the road or on holidays) but that's my basic set up. I try and find a room where the noise is dampened somewhat (i.e. not too echoey).

You can do them anywhere. As mentioned above I have podcasted out of a  studio, my office, a closet, an island in Fiji, a hotel room, my car.

Don’t judge success on audience interaction. It's hard not too but just focus on making a great show. The very nature of podcasting means that people are rarely at their computer so it's often hard to get that interaction. Stick with it.

There are different ways to monetise your show - sponsorship, your own product, increased enquiry to existing business, new revenue streams.

My show is successful because I mix education with entertainment

(and I’ve stuck at it).

I also go on to answer a total of 29 questions and they are all outlined in the episode timeline below. 

Yep, another big episode of your favourite marketing podcast. Let's go!

 

 EPISODE TIMELINE

 

00:00  Two marketing insights

01:00  Teaser

01:35  Welcome & overview

04:15  10 things I want you to know about podcasting

15:45  How far ahead do you (normally) pre-record your episodes?

16:46  What do you think will change from the way podcasts are recorded, listened to, found in the next 5 + 10 years?

17:45  What is your strike rate of guests you have asked to be on the show to the ones that do turn up?

18:23  How many (on average) shows do you do per year that are not up to your high standards?

19:19  If you could go back 7 years to when you first started, what bit of advice would you give yourself about podcasting?

20:04  Of the podcasts you listen to, how many do you find yourself, compared to how many are recommended to you?

20:40  How many podcasts requests, in which another podcaster is asking to interview you, do you decline per year?

21:22  How do you put aside the limiting belief that you are not any good at it when starting a podcast?

23:33  How much does it really cost to put together a podcast?

25:55  If you have an idea for a podcast but don't know if it will get any audience is it worth trying because it adds another bit of rich media and therefore SEO value or does a flop actually give you a negative score?

27:45  What would be the minimum requirements for software, equipment etc to start a podcast with?

29:35  Insights into Key Person of Influence

32:55  Insights into Cornerstone Business Solutions

35:10  How do I get started?

36:43  How do I get set up on iTunes?

37:15  Who's got the best 'how to podcast' guide to get started?

39:19  How do you go about planning and organizing each show? Is there a process that you have in place that you follow each time?

41:55  How do you reach out to guests? I.e. Via email, phone etc

42:40  Where do you get the majority of your podcast feedback from?

44:12  How do you know you have REALLY engaged on a topic? Is it simply quantity of subscribers?

44:39  How do you increase listenership in a tight niche?

45:48  How do you distribute your podcast?

47:10  How do you source guests for your podcast?

48:17  At what point did you decide to look for advertisers?

49:40  What's the 5-year plan with your podcast?

50:08  What was it like when you started, did you ever wanna throw in the towel and what kept you going till the 300+ episodes now?

52:59  How much time, energy and money to invest to promote your podcast?

54:12  And where do you focus that effort?

55:10  What are your favourite monetisation tips?

56:20  I host with Libsyn but want to move to OMNY - afraid it might feel like shifting accountants?

58:18  What do you wear when you podcast? I heard you like to do the occasional show in your birthday suit. Do you mix it up a bit depending on your guests?

01:00:40  What Have You Got To Lose - 3 steps to getting your emails opened by the right people!

01:03:47 Wrap-up and an insight in to both a past guest & next week’s guest

 

 RESOURCES & LINKS MENTIONED

  

Audacity podcast recording software Call Recorder for Skype

Blue Yeti Microphone

Episode 115 where I got involved in Flying Solo's national 'work in the nude day'

Check out Showrunner for tips on getting started with podcasting

OMNY - Beautiful podcast hosting

Episode 104 with Tommy Nicolosi - the maker of America's best sandwich

 

 

  EPISODE SPONSORS

 

Cornerstone Business Solutions

Reduce your business running cost by up to 90%

Key Person of Influence – Become highly valued & highly paid

Grab a FREE hard or audio copy of their Amazon best-seller

  

 OVER TO YOU …

 

What was your biggest marketing learning or ah-ha moment from this episode?

Leave your comment below.

My guest and I respond to each and every comment.

I started podcasting way back in 2010 and have now released more than 350 episodes. I thought it was high time that I shared a few of the lessons I've learnt along the way by answering your questions about podcasting.

In this episode of Australia's favourite marketing podcast :

• I share my thoughts and answer your questions on all things podcasting
• I share another low cost marketing idea in What Have You Got To Lose?
  Today I share 3 steps to getting your emails opened by the right people!
• And we go back into the Small Business Big Marketing vault, revisiting a past episode in which we caught up with the maker of America’s best sandwich!

To find out what you really wanted to know about podcasting, I asked!. I received some excellent questions from both Small Business Big Marketing Forum Members and The Small Business Big Marketing Facebook page.

SIDE NOTE: There's a whole section inside the Small Business Big Marketing Forum dedicated to Podcasting. Check out the forum here. It's only $67 a month and if you can't make that back plus multiples more than I am doing something wrong.

I kick off the show with 10 things that I want you to know about podcasting and the podcasting landscape:

1. Podcasting is effective at growing your personal and business brand - coaching, speaking, Forum, Emceeing large events and being played on Virgin flights have all spun out from this very podcast.
   
   
2. It’s growing. The podcast section in iTunes is 10 years old, there are 325,000 podcasts listed there and Apple reported 10 billion listens in 2016. It's also slowly being released on platforms like Spotify and Audible.
   
   
3. Many needlessly complicate the whole podcasting process, it’s way easier than you think. Listen in as I answer some of the more technical questions about getting started.
   
   
4. There’s some amazing shows out there, forget radio and TV get into podcasting. A couple that I'm loving are 'Here’s The Thing' & 'How I Built This'
   
   
5. There’s a number of different podcast formats - Interview style (like mine), Soapbox (or rants), Q&A or a discussion among co-hosts.
   
   
6. Audio / acoustic quality is critical. You're competing with road noise, gym noises, dishes you name it. Your audio really needs to be crisp for people to hang in there with you. My setup includes my mac, a blue yeti microphone and a free piece of software called Audacity. I have used other microphones and gear as needed (i.e. when I'm on the road or on holidays) but that's my basic set up. I try and find a room where the noise is dampened somewhat (i.e. not too echoey).
   
   
7. You can do them anywhere. As mentioned above I have podcasted out of a  studio, my office, a closet, an island in Fiji, a hotel room, my car.
   
   
8. Don’t judge success on audience interaction. It's hard not too but just focus on making a great show. The very nature of podcasting means that people are rarely at their computer so it's often hard to get that interaction. Stick with it.
   
   
9. There are different ways to monetise your show - sponsorship, your own product, increased enquiry to existing business, new revenue streams.
   
   
10. My show is successful because I mix education with entertainment
    (and I’ve stuck at it).

I also go on to answer a total of 29 questions and they are all outlined in the episode timeline below. 

Yep, another big episode of your favourite marketing podcast. Let's go!

 

 

EPISODE TIMELINE

 

00:00  Two marketing insights
01:00  Teaser
01:35  Welcome & overview
04:15  10 things I want you to know about podcasting
15:45  How far ahead do you (normally) pre-record your episodes?
16:46  What do you think will change from the way podcasts are recorded, listened to, found in the next 5 + 10 years?
17:45  What is your strike rate of guests you have asked to be on the show to the ones that do turn up?
18:23  How many (on average) shows do you do per year that are not up to your high standards?
19:19  If you could go back 7 years to when you first started, what bit of advice would you give yourself about podcasting?
20:04  Of the podcasts you listen to, how many do you find yourself, compared to how many are recommended to you?
20:40  How many podcasts requests, in which another podcaster is asking to interview you, do you decline per year?
21:22  How do you put aside the limiting belief that you are not any good at it when starting a podcast?
23:33  How much does it really cost to put together a podcast?
25:55  If you have an idea for a podcast but don't know if it will get any audience is it worth trying because it adds another bit of rich media and therefore SEO value or does a flop actually give you a negative score?
27:45  What would be the minimum requirements for software, equipment etc to start a podcast with?
29:35  Insights into Key Person of Influence
32:55  Insights into Cornerstone Business Solutions
35:10  How do I get started?
36:43  How do I get set up on iTunes?
37:15  Who's got the best 'how to podcast' guide to get started?
39:19  How do you go about planning and organizing each show? Is there a process that you have in place that you follow each time?
41:55  How do you reach out to guests? I.e. Via email, phone etc
42:40  Where do you get the majority of your podcast feedback from?
44:12  How do you know you have REALLY engaged on a topic? Is it simply quantity of subscribers?
44:39  How do you increase listenership in a tight niche?
45:48  How do you distribute your podcast?
47:10  How do you source guests for your podcast?
48:17  At what point did you decide to look for advertisers?
49:40  What's the 5-year plan with your podcast?
50:08  What was it like when you started, did you ever wanna throw in the towel and what kept you going till the 300+ episodes now?
52:59  How much time, energy and money to invest to promote your podcast?
54:12  And where do you focus that effort?
55:10  What are your favourite monetisation tips?
56:20  I host with Libsyn but want to move to OMNY - afraid it might feel like shifting accountants?
58:18  What do you wear when you podcast? I heard you like to do the occasional show in your birthday suit. Do you mix it up a bit depending on your guests?
01:00:40  What Have You Got To Lose - 3 steps to getting your emails opened by the right people!
01:03:47 Wrap-up and an insight in to both a past guest & next week’s guest

 

 

RESOURCES & LINKS MENTIONED

  
Audacity podcast recording software Call Recorder for Skype
Blue Yeti Microphone
Episode 115 where I got involved in Flying Solo's national 'work in the nude day'
Check out Showrunner for tips on getting started with podcasting
OMNY - Beautiful podcast hosting
Episode 104 with Tommy Nicolosi - the maker of America's best sandwich
 
 

  

EPISODE SPONSORS

 

Cornerstone Business Solutions
Reduce your business running cost by up to 90%

Key Person of Influence – Become highly valued & highly paid
Grab a FREE hard or audio copy of their Amazon best-seller

  

 

OVER TO YOU …

 

What was your biggest marketing learning or ah-ha moment from this episode?

Leave your comment below.

My guest and I respond to each and every comment.

 

Support the show: https://www.patreon.com/marketingpodcast

See omnystudio.com/listener for privacy information.

You are not going to believe this. I have found a physiotherapist who is focused on getting to an end point with treatment for his patients. What a concept!

Brad Beer of Pogo Physiotherapy has a deep respect for marketing and his practice is quickly becoming known for doing things differently.

How's this for an action taker? Brad has ...

Delivered in excess of 25,000 physiotherapy consultations

Is an Amazon best selling author of the book ‘You Can Run Pain Free’

He is a media commentator

Host of The Physical Performance Show podcast

Champion Triathlete and marathon runner

Lives at the intersection of maximising potential and physical performance

He’s also the physio to the stars having treated the likes of Pink Floyd's Roger Waters!

Listen in as we explore physio marketing and go deep on:

A clever new way of pricing his services that Brad calls The Finish Line Program

Why the 3rd iteration of his business is finally the right one

His deep respect for marketing and how he gets his name in front of his ideal clients

But that's not all. In this episode of your favourite marketing podcast:

We cover plenty of ground in this chat including:

How to make your business customer focused

'The Finish Line' philosophy

How Brad is making the intangible tangible

Packaging up services to benefit the client

I share another low cost marketing idea for you to implement immediately - How to host a VIP event

And we revisit a past episode in which I spoke to email marketing expert Shayne Tilley

Yep, you guessed it, another big episode, so let's get stuck, right in.

 EPISODE TIMELINE

 

00:00  Marketing Insight

00:28  Teaser

01:02  Welcome & overview

02:55  Insights into The Small Business Big Marketing Club

06:25  Today’s guest introduction – Brad Beer

08:00  Interview with Brad Beer

52:25  Insights into Cornerstone Business Solutions

54:08 My Top 3 Attention Grabbers from my chat with Brad Beer

55:15  How to put on a VIP event

58:28 Wrap-up and an insight in to both a past guest & next week’s guest

 MY TOP 3 MARKETING ATTENTION GRABBERS

 

Every client gets a high-five program. If you don’t offer programs, which of course the majority of businesses don’t, at least have a think about creating a high five moment for each and every client. Just like Apple used to do whenever someone bought a product in store.

I love Brad’s definition of loyalty as being “How many other physio practices a patient has to drive past in order to get to his”.

Brad’s respect for marketing, and his belief that if you truly love and believe in what you sell, then how could you not want to tell the world about it?!

 RESOURCES & LINKS MENTIONED

Pogo Physiotherapy's official website

Get access to the 9 steps involved in creating highly profitable partnerships from Key Person of Influence's Glen Carlson inside The Small Business Big Marketing Club

What Have You Got To Lose - How to run a VIP event

42 Event Planning Tips for Small Business

 EPISODE SPONSORS

Cornerstone Business Solutions

Reduce your business running cost by up to 90%

 

 OVER TO YOU …

What was your biggest marketing learning or ah-ha moment from this episode?

Leave your comment below.

My guest and I respond to each and every comment.

You are not going to believe this. I have found a physiotherapist who is focused on getting to an end point with treatment for his patients. What a concept!

Brad Beer of Pogo Physiotherapy has a deep respect for marketing and his practice is quickly becoming known for doing things differently.

How's this for an action taker? Brad has ...

• Delivered in excess of 25,000 physiotherapy consultations
• Is an Amazon best selling author of the book ‘You Can Run Pain Free’
• He is a media commentator
• Host of The Physical Performance Show podcast
• Champion Triathlete and marathon runner
• Lives at the intersection of maximising potential and physical performance
• He’s also the physio to the stars having treated the likes of Pink Floyd's Roger Waters!

Listen in as we explore physio marketing and go deep on:

• A clever new way of pricing his services that Brad calls The Finish Line Program
• Why the 3rd iteration of his business is finally the right one
• His deep respect for marketing and how he gets his name in front of his ideal clients

But that's not all. In this episode of your favourite marketing podcast:

We cover plenty of ground in this chat including:

• How to make your business customer focused
• 'The Finish Line' philosophy
• How Brad is making the intangible tangible
• Packaging up services to benefit the client
• I share another low cost marketing idea for you to implement immediately - How to host a VIP event
• And we revisit a past episode in which I spoke to email marketing expert Shayne Tilley

Yep, you guessed it, another big episode, so let's get stuck, right in.

 

EPISODE TIMELINE

 

00:00  Marketing Insight
00:28  Teaser
01:02  Welcome & overview
02:55  Insights into The Small Business Big Marketing Club
06:25  Today’s guest introduction – Brad Beer
08:00  Interview with Brad Beer
52:25  Insights into Cornerstone Business Solutions
54:08 My Top 3 Attention Grabbers from my chat with Brad Beer
55:15  How to put on a VIP event
58:28 Wrap-up and an insight in to both a past guest & next week’s guest

 

MY TOP 3 MARKETING ATTENTION GRABBERS

 

1. Every client gets a high-five program. If you don’t offer programs, which of course the majority of businesses don’t, at least have a think about creating a high five moment for each and every client. Just like Apple used to do whenever someone bought a product in store.
   
   
2. I love Brad’s definition of loyalty as being “How many other physio practices a patient has to drive past in order to get to his”.
   
   
3. Brad’s respect for marketing, and his belief that if you truly love and believe in what you sell, then how could you not want to tell the world about it?!

 

RESOURCES & LINKS MENTIONED

Pogo Physiotherapy's official website

Get access to the 9 steps involved in creating highly profitable partnerships from Key Person of Influence's Glen Carlson inside The Small Business Big Marketing Club

What Have You Got To Lose - How to run a VIP event

42 Event Planning Tips for Small Business

 

EPISODE SPONSORS

Cornerstone Business Solutions

Reduce your business running cost by up to 90%

 

 

OVER TO YOU …

What was your biggest marketing learning or ah-ha moment from this episode?

Leave your comment below.

My guest and I respond to each and every comment.

 

Support the show: https://www.patreon.com/marketingpodcast

See omnystudio.com/listener for privacy information.

Old school marketing is often neglected these days at the expense of ensuring a business's online footprint is humming. Well, it doesn't have to be one or the other ... both should and can work in harmony.

Previous guest Carmen Sognonvi is the owner and General Manager of Urban Martial Arts in Brooklyn. In just four years she tripled the number of students enrolled and she did it by focusing on old school, traditional marketing tactics and complemented them with highly effective online efforts.

Urban Martial Arts have spent some serious time and money on their brand to make them appear bigger and better than their budget should allow. They're often asked where their headquarters are or if it's part of a chain. Since the beginning they have focused on bringing the friendliness of a Ma and Pa shop (which they are) and the professionalism of a fortune 500.

Carmen's marketing prowess doesn't stop with the old-school traditional stuff though. Urban Martial Arts have got some pretty sophisticated online marketing funnels set up to support their offline efforts. Plus they are doing some really cool video marketing. Check out this 9 minute, story driven piece of content that they have on their about us page.

 

 

So listen in as Carmen walks us through her killer traditional marketing strategies including:

Promotional booths

Fliers

Signage

Email Marketing

and much, much more

I also share another low cost marketing idea in What Have You Got To Lose?  Today’s idea will show you how to create an ebook in 3 simple steps.

And we go back into The Small Business Big Marketing vault, revisiting a past episode in which we caught up with Kylie Roberts of Aleenta Barre (which is sort of like a ballet studio that incorporates elements of yoga and pilates). She’s one of the few business owners I’ve spoken to who has invested in creating a scent as part of their branding.

Yep, another big episode of your favourite marketing podcast. Let's go!

 

 EPISODE TIMELINE

00:00  Two marketing insights

01:15  Teaser

01:50  Welcome & overview

04:27  How to create an ebook in 3 simple steps

08:02  Insights into Workplace Assured

09:10  Today’s guest introduction - Carmen Sognonvi

10:50  Interview with Carmen Sognonvi

01:08:00  Insights into Key Person of Influence

01:09:15 My Top 3 Attention Grabbers from my chat with Carmen Sognonvi

01:10:53 Wrap-up and an insight in to both a past guest & next week’s guest

 

 MY TOP 3 MARKETING ATTENTION GRABBERS

 

“People buy on their time, not on our time”. We never know when people will be ready to buy so we have to keep those marketing initiatives going and not get discouraged.

Being strategic when hiring a spot for a booth at a local street fair. Exchanging contact details for a free trial (rather than merchandise).

General respect for old school marketing and how it can seamlessly integrate into online efforts.

 RESOURCES & LINKS MENTIONED 

Urban Martial Arts official website

Carmen's marketing blog

Carmen's luxury travel blog

Carmen's original interview on Small Business Big Marketing

Tools mentioned throughout the show:

Infusionsoft

Lead Player

Wistia

Turnstyle

How to create an ebook in 3 simple steps 

Interview with Chris Savage from Wistia

Interview with Kylie from Aleenta Barre 

 EPISODE SPONSORS

Workplace Assured – Worry less about your employer obligations

Check out their FREE advice line for employers

Key Person of Influence – Become highly valued & highly paid

Grab a FREE hard or audio copy of their Amazon best-seller 

 OVER TO YOU …

What was your biggest marketing learning or ah-ha moment from this episode?

Leave your comment below.

My guest and I respond to each and every comment.

Old school marketing is often neglected these days at the expense of ensuring a business's online footprint is humming. Well, it doesn't have to be one or the other ... both should and can work in harmony.

Previous guest Carmen Sognonvi is the owner and General Manager of Urban Martial Arts in Brooklyn. In just four years she tripled the number of students enrolled and she did it by focusing on old school, traditional marketing tactics and complemented them with highly effective online efforts.

Urban Martial Arts have spent some serious time and money on their brand to make them appear bigger and better than their budget should allow. They're often asked where their headquarters are or if it's part of a chain. Since the beginning they have focused on bringing the friendliness of a Ma and Pa shop (which they are) and the professionalism of a fortune 500.

Carmen's marketing prowess doesn't stop with the old-school traditional stuff though. Urban Martial Arts have got some pretty sophisticated online marketing funnels set up to support their offline efforts. Plus they are doing some really cool video marketing. Check out this 9 minute, story driven piece of content that they have on their about us page.

 

 

So listen in as Carmen walks us through her killer traditional marketing strategies including:

• Promotional booths
• Fliers
• Signage
• Email Marketing
• and much, much more

I also share another low cost marketing idea in What Have You Got To Lose?  Today’s idea will show you how to create an ebook in 3 simple steps.

And we go back into The Small Business Big Marketing vault, revisiting a past episode in which we caught up with Kylie Roberts of Aleenta Barre (which is sort of like a ballet studio that incorporates elements of yoga and pilates). She’s one of the few business owners I’ve spoken to who has invested in creating a scent as part of their branding.

Yep, another big episode of your favourite marketing podcast. Let's go!

 

 

EPISODE TIMELINE

00:00  Two marketing insights
01:15  Teaser
01:50  Welcome & overview
04:27  How to create an ebook in 3 simple steps
08:02  Insights into Workplace Assured
09:10  Today’s guest introduction - Carmen Sognonvi
10:50  Interview with Carmen Sognonvi
01:08:00  Insights into Key Person of Influence
01:09:15 My Top 3 Attention Grabbers from my chat with Carmen Sognonvi
01:10:53 Wrap-up and an insight in to both a past guest & next week’s guest

 

 

MY TOP 3 MARKETING ATTENTION GRABBERS

 

1. “People buy on their time, not on our time”. We never know when people will be ready to buy so we have to keep those marketing initiatives going and not get discouraged.
   
   
2. Being strategic when hiring a spot for a booth at a local street fair. Exchanging contact details for a free trial (rather than merchandise).
   
   
3. General respect for old school marketing and how it can seamlessly integrate into online efforts.
   
   

 

RESOURCES & LINKS MENTIONED 

Urban Martial Arts official website

Carmen's marketing blog

Carmen's luxury travel blog

Carmen's original interview on Small Business Big Marketing

Tools mentioned throughout the show:

Infusionsoft

Lead Player

Wistia

Turnstyle

How to create an ebook in 3 simple steps 

Interview with Chris Savage from Wistia

Interview with Kylie from Aleenta Barre

 

 

EPISODE SPONSORS

Workplace Assured – Worry less about your employer obligations
Check out their FREE advice line for employers

Key Person of Influence – Become highly valued & highly paid
Grab a FREE hard or audio copy of their Amazon best-seller 

 

OVER TO YOU …

What was your biggest marketing learning or ah-ha moment from this episode?

Leave your comment below.

My guest and I respond to each and every comment.

 

Support the show: https://www.patreon.com/marketingpodcast

See omnystudio.com/listener for privacy information.

Today’s guest Dr. Jonathan Brown of CitySkin has been not only listening to this show for the past 3-years, but he's also been implementing the ideas that caught his attention. The result? He's built a business he loves, going from 3 clients a week to over 3,000 a year. He's made marketing a hobby.

So how did Dr Brown come to be on this episode of Australia’s best marketing podcast? Check out the message I got from the good doctor via LinkedIn:

Hi Tim,

I have been listening to your podcast for the past 3 years and it has transformed my business. I have gone from being a full time GP to an award winning website designer and Director of Cityskin clinic (www.cityskin.com.au) - with a rather large turnover!

I have listened to your podcast and taken action. I have built the Cityskin website from scratch and now contains a PHD's worth of information on all aspects of Cosmetic treatments. We are now seen by patients as trusted information providers. The website contains videos, interesting articles and easy to read guides to cosmetic treatments. This, combined with raving reviews, has meant that we are fully booked out week after week in 3 locations.

We were also delighted to have received an award for 'Australasia's Best Cosmetic Website 2016' at the recent Cosmetic Industry awards in Sydney.

As a thank you I thought I'd send you a gift for all the hard work that you put into the podcast. It keeps me inspired every week so thank you. Here is a gift voucher that you can use for something nice to drink - I didn't want a bottle to smash in the post!

If you ever want someone to talk first hand on the podcast about how your advice helped their business flourish then feel free to get in touch!

All the best, Dr. Jonathan Brown

How good is that!

Side note: this is a pretty great template to get yourself on podcasts. It hit’s all the right notes - flattery, bribery PLUS he didn’t forget the ask at the end.

So I called him.

Listen in as Dr Jonathan Brown walks us through his 7 key take-aways from The Small Business Big Marketing Show:

1. Don’t try and cheat Google.

A few years ago Google released it's hummingbird algorithm update. Amit Singhal, a Senior VP at Google, said of the algorithm "Google simply asks that you create relevant, unique, helpful content on a regular basis". That's it!

2. Make it easy for people to do business with you

Cityskin clinic has its processes nailed. They use software called cliniko for their client bookings and there is a solid, automated follow up process in place so that customers can easily book in and book a follow up.

3. The power and potential of review sites to create trust

Dr Brown has a few complications with reviews as health practitioners cannot obtain testimonials by law. They can however ask for feedback. So if the good doctor can benefit from positive feedback surely you can too.

4. Know your limits

Dr Brown does WAY more of the grunt work than I usually recommend but that's ok because he loves it! It's a hobby. That being said he still knows his limitations. Design is not his strong suit so that's all been outsourced. As have the phones and other business processes, either to a company or to technology.

5. Put a PHD of content on your website

There are over 80,000 words of content on the Cityskin clinic website. That is literally a PHD worth of material. They are also creating videos and are looking at other ways to create content. This positions them as the authority and guess what? Google (and their prospective clients) love them for it.

6. Know your customers

This is marketing 101. You need to understand who your customer is so you can market to them effectively. Cityskin's client is generally a 40+ female. So the website and clinic colours are feminine and the design and tone is sophisticated.

7. Tap into the emotional side of your clients

Knowing who you customers are is not enough. You need to know them emotionally as well. Why are they looking for your product or service? How does it make them feel?

Also in this episode of Small Business Big Marketing...

I share another low cost marketing idea in What Have You Got To Lose?

Today’s idea will show you how to grow your influence within your industry by starting a LinkedIN Group.

And we go back into the show's vault, revisiting a bit of a marketing hero of mine - Jay Baer, who explained why it’s so important to hug your haters and how to do it.

Notepad and pen at the ready, it's another HUGE show. Let's go.

 

 EPISODE TIMELINE

00:00  Two marketing insights

01:18  Teaser

02:09  Welcome & overview

03:55  How to build your authority by building a LinkedIn group

06:46  Insights into Workplace Assured

08:26  Today’s guest introduction - Dr Jonathan Brown

11:00  Interview with Dr Jonathan Brown

58:35  Insights into Key Person of Influence

01:00:10  My Top 3 Attention Grabbers from my chat with Dr Jonathan Brown

01:32:35 Wrap-up and an insight in to both a past guest & next week’s guest

 

 MY TOP 3 MARKETING ATTENTION GRABBERS

 

Take action. I know that I have a lot of listeners to The Small Business Marketing Show but I don't know how many action takers I have. Action is everything. What idea/s can you take and IMPLEMENT today?

 

Turn the marketing of your business into a hobby. I've spoken about this many times before but it just works. Remove the fear by getting curious about your marketing. See what works and have fun with it. Remember that mistakes are just proof that you're trying.

 

Be helpful. This is the easiest and best way to come up with ideas for content. How can you be helpful? How can you put a PHD on your website. Check out my book The Boomerang Effect to learn how.

 

 RESOURCES & LINKS MENTIONED

Dr Jonathan Brown's official site - Cityskin Clinic

Here's a list of ALL those resources mentioned in the show:

SourceBottle - A great site to get some free publicity.

Check out my interview with Source Bottle founder Rebecca Derrington in episode 28

Ideal offices - Phone answering services used by CityskinCliniko - software used for online booking for the Cityskin clinics Type form - beautiful form building software Crazy egg - web traffic visualiser. To learn more about how and why to use this kind of software check my blog post on it. Yoast SEO - the most popular SEO plugin High Fidelity by Nick Hornby How to build your authority by building a LinkedIn group Interview with marketing legend Jay Baer on why and how you can hug your haters  

 EPISODE SPONSORS

Workplace Assured – Worry less about your employer obligations

Check out their FREE advice line for employers

Key Person of Influence – Become highly valued & highly paid

Grab a FREE hard or audio copy of their Amazon best-seller

 

 OVER TO YOU …

 

What was your biggest marketing learning or ah-ha moment from this episode?

Leave your comment below.

My guest and I respond to each and every comment.

Today’s guest Dr. Jonathan Brown of CitySkin has been not only listening to this show for the past 3-years, but he's also been implementing the ideas that caught his attention. The result? He's built a business he loves, going from 3 clients a week to over 3,000 a year. He's made marketing a hobby.

So how did Dr Brown come to be on this episode of Australia’s best marketing podcast? Check out the message I got from the good doctor via LinkedIn:

Hi Tim,

I have been listening to your podcast for the past 3 years and it has transformed my business. I have gone from being a full time GP to an award winning website designer and Director of Cityskin clinic (www.cityskin.com.au) - with a rather large turnover!

I have listened to your podcast and taken action. I have built the Cityskin website from scratch and now contains a PHD's worth of information on all aspects of Cosmetic treatments. We are now seen by patients as trusted information providers. The website contains videos, interesting articles and easy to read guides to cosmetic treatments. This, combined with raving reviews, has meant that we are fully booked out week after week in 3 locations.

We were also delighted to have received an award for 'Australasia's Best Cosmetic Website 2016' at the recent Cosmetic Industry awards in Sydney.

As a thank you I thought I'd send you a gift for all the hard work that you put into the podcast. It keeps me inspired every week so thank you. Here is a gift voucher that you can use for something nice to drink - I didn't want a bottle to smash in the post!

If you ever want someone to talk first hand on the podcast about how your advice helped their business flourish then feel free to get in touch!

All the best, Dr. Jonathan Brown

How good is that!

Side note: this is a pretty great template to get yourself on podcasts. It hit’s all the right notes - flattery, bribery PLUS he didn’t forget the ask at the end.

So I called him.

Listen in as Dr Jonathan Brown walks us through his 7 key take-aways from The Small Business Big Marketing Show:

1. Don’t try and cheat Google.

A few years ago Google released it's hummingbird algorithm update. Amit Singhal, a Senior VP at Google, said of the algorithm "Google simply asks that you create relevant, unique, helpful content on a regular basis". That's it!

2. Make it easy for people to do business with you

Cityskin clinic has its processes nailed. They use software called cliniko for their client bookings and there is a solid, automated follow up process in place so that customers can easily book in and book a follow up.

3. The power and potential of review sites to create trust

Dr Brown has a few complications with reviews as health practitioners cannot obtain testimonials by law. They can however ask for feedback. So if the good doctor can benefit from positive feedback surely you can too.

4. Know your limits

Dr Brown does WAY more of the grunt work than I usually recommend but that's ok because he loves it! It's a hobby. That being said he still knows his limitations. Design is not his strong suit so that's all been outsourced. As have the phones and other business processes, either to a company or to technology.

5. Put a PHD of content on your website

There are over 80,000 words of content on the Cityskin clinic website. That is literally a PHD worth of material. They are also creating videos and are looking at other ways to create content. This positions them as the authority and guess what? Google (and their prospective clients) love them for it.

6. Know your customers

This is marketing 101. You need to understand who your customer is so you can market to them effectively. Cityskin's client is generally a 40+ female. So the website and clinic colours are feminine and the design and tone is sophisticated.

7. Tap into the emotional side of your clients

Knowing who you customers are is not enough. You need to know them emotionally as well. Why are they looking for your product or service? How does it make them feel?

Also in this episode of Small Business Big Marketing...

I share another low cost marketing idea in What Have You Got To Lose?
Today’s idea will show you how to grow your influence within your industry by starting a LinkedIN Group.

And we go back into the show's vault, revisiting a bit of a marketing hero of mine - Jay Baer, who explained why it’s so important to hug your haters and how to do it.

Notepad and pen at the ready, it's another HUGE show. Let's go.

 

 

EPISODE TIMELINE

00:00  Two marketing insights
01:18  Teaser
02:09  Welcome & overview
03:55  How to build your authority by building a LinkedIn group
06:46  Insights into Workplace Assured
08:26  Today’s guest introduction - Dr Jonathan Brown
11:00  Interview with Dr Jonathan Brown
58:35  Insights into Key Person of Influence
01:00:10  My Top 3 Attention Grabbers from my chat with Dr Jonathan Brown
01:32:35 Wrap-up and an insight in to both a past guest & next week’s guest

 

 

MY TOP 3 MARKETING ATTENTION GRABBERS

 

1. Take action. I know that I have a lot of listeners to The Small Business Marketing Show but I don't know how many action takers I have. Action is everything. What idea/s can you take and IMPLEMENT today?

    

2. Turn the marketing of your business into a hobby. I've spoken about this many times before but it just works. Remove the fear by getting curious about your marketing. See what works and have fun with it. Remember that mistakes are just proof that you're trying.

    

3. Be helpful. This is the easiest and best way to come up with ideas for content. How can you be helpful? How can you put a PHD on your website. Check out my book The Boomerang Effect to learn how.

 

 

RESOURCES & LINKS MENTIONED

Dr Jonathan Brown's official site - Cityskin Clinic

Here's a list of ALL those resources mentioned in the show:

SourceBottle - A great site to get some free publicity.

Check out my interview with Source Bottle founder Rebecca Derrington in episode 28

Ideal offices - Phone answering services used by Cityskin

Cliniko - software used for online booking for the Cityskin clinics   Type form - beautiful form building software   Crazy egg - web traffic visualiser. To learn more about how and why to use this kind of software check my blog post on it.   Yoast SEO - the most popular SEO plugin   High Fidelity by Nick Hornby   How to build your authority by building a LinkedIn group   Interview with marketing legend Jay Baer on why and how you can hug your haters    

 

EPISODE SPONSORS

Workplace Assured – Worry less about your employer obligations
Check out their FREE advice line for employers

Key Person of Influence – Become highly valued & highly paid
Grab a FREE hard or audio copy of their Amazon best-seller

 

 

OVER TO YOU …

 

What was your biggest marketing learning or ah-ha moment from this episode?

Leave your comment below.

My guest and I respond to each and every comment.

Support the show: https://www.patreon.com/marketingpodcast

See omnystudio.com/listener for privacy information.