What razor blades and cricket reminded me about sponsorships

What razor blades and cricket reminded me about sponsorships

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I've been involved with many sponsorships across my career so I know a good one when I see it. Many sponsorships get the first part right, alignment or 'fit'. This is when there's a relationship between the brands that makes sense. Insurance companies and Motorsport events, skin cancer charities and outdoor festivals, and business events where banks, law and accounting firms team up are just some of the common examples. But too often, organisations worry about how big their logo will be on the flyer and where it will appear. They fail to recognise the sponsorship's real value as a platform they can leverage to achieve a specific business goal. Before I share tips for anyone who has (or is considering) sponsorship as part of their marketing mix, I want…
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7-step guide to surviving your next Annual Report

7-step guide to surviving your next Annual Report

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Producing an annual report can be a thankless task. From re-working schedules, and all but stalking usually cooperative work-mates for overdue content, it can be tough for the person who needs to make it happen. Yet it an annual report can be truly impactful. It has enormous potential to humanise the organisation, affirm donors, engage future supporters and motivate staff by showcasing the collective progress towards a united purpose. I'm a strong advocate for transparent and authentic reporting by every organisation. But particularly so for charities who rely so much on credibility. As Head of Marketing & Communications at the Leukaemia Foundation, I made it my mission to educate internal stakeholders to produce market-oriented Annual Reports, and the effort of all was rewarded by a Top 10 ranking in 3 consecutive…
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Subliminal marketing cure for Arachnophobes?

Subliminal marketing cure for Arachnophobes?

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I often marvel at how ordinary people face their fears on reality TV shows. Last night, while waiting for the season return of Googlebox, I caught the end of one such show. Two female celebrities were placed in an underground tank which was then filled with water... and live snakes. It's the stuff of nightmares. I'm not overly fond of spiders. I'm not debilitated by them but I dislike the way they move stealthily until they are satisfied they've found a prime spot guaranteed to maximise the decibels of my scream. So I was intrigued to learn of a possible cure for my mini-phobia. The BBC reports on research in the US where arachnophobes were exposed to a slideshow of a series of flowers, amongst which photos of spiders flashed up…
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It’s a meme’s world

It’s a meme’s world

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There's an adrenaline rush that strikes a marketer when a new meme appears and the race is on to decide whether or not to hitch a ride on the passing parade. I remember the first time I really understood the power of a meme to boost a brand. I was responsible for the World's Greatest Shave advertising campaign and it was in full swing. Unexpectedly, Angela Jolie's shapely right leg slid confidently through the split of her black dress on the Oscars red carpet... and within hours, Today host Karl Stefanovic had accepted a dare to wax his right leg and replicate Angelina's striking look. The content went viral, taking the World's Greatest Shave brand with it to an international audience. Most recently and again during World's Greatest Shave, the "Be like Bill" meme hit the interweb. Within 24 hours, people were fed up with their newsfeed being swamped by the…
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My decision to start a business still surprises me

My decision to start a business still surprises me

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For many years, I've watched others navigate the highs and lows of running a business on the open seas, never suspecting there was also an adventurous spirit within me. I say elsewhere on my website that it isn't always easy to see opportunities to improve your marketing and communications from within. But I believe it is also true of your ability to see yourself clearly. Until recently, I felt the only way I wanted to contribute to others through my work, was by working for a charity. I loved my role as Head of Marketing and Communications at the Leukaemia Foundation. In leading a team across Australia for more than six years, I was not only able to support vulnerable families in our community, but also become a stronger marketer,…
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