Spotlight on business
ONE of Australia's most respected commentators on marketing and business development shared his secrets with Chinchilla small business owners this week.
Damian Morgan, who is originally from Condamine, hosted a short seminar at the Club Hotel where he gave more than 100 Chinchilla business leaders the inside scoop on strategic and successful marketing.
Mr Morgan said advertising was paramount to attract repeat trade in today's world.
"The key thing about advertising is that it costs exactly the same to run a bad ad as it does to run a good one,” he said.
"So there's lots of room for us to improve the messaging so we're more compelling and engaging to get a greater return.”
Mr Morgan said it was becoming harder to get people's attention in an era of information revolution.
"The internet is changing the way we live, it's changing the way we do business and it's most definitely changing the way we market our business,” he said. "So your goal as a business owner is to grab their attention.”
Mr Morgan said a one-size-fits-all approach to advertising doesn't work any more.
"You have to get people's attention, you've got to be bold, so get down off the fence, be bold and stand for something,” he said.
"There is no such thing as a silver bullet and so many small businesses have unrealistic expectations when running a campaign.
"It's imperative that they think long term to build their reputations and their brand.
It certainly takes time however it's important that you play to your strengths, which includes the extra care and service that big corporations often don't provide,” he said.
Mr Morgan hosted free marketing seminars to hundreds of participants in Dalby and Chinchilla and will host two more today in Roma.