The Fetch Blog

Curated reads and events for professionals

Event Review: the future of advertising at Ignite Sydney — August 11, 2013

Event Review: the future of advertising at Ignite Sydney

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What do you think the future of advertising will look like? Big data and geotargeting are already part of our present so what can be next?

Delphine Vuagnoux from The Fetch Sydney ambassador crew recently attended to the first Ignite Sydney [Marketing] event to listen to people talk about the future of advertising and brand management.

New to the Ignite format? It’s a fast-paced evening where community leaders, thinkers and curious minds shared their top insights with 20 slides in less than five minutes. Sharp and short presentations entertain and enlighten the audience.

Here are our five takeaways from the night:

1. Advertising (and marketing) starts with a good story: be it about your brand, your product or your service, no matter what, you have to make it noticeable. Storytelling as a concept is quite new but not so new explained Sarah Morton. The ingredients of storytelling (creating a hero that your audience can relate to) have always existed since the writing of the first fairy tales and myths. So re-read your classics and adapt them to our modern marketing.

2. Social media is a key part of  brand management. But unlike the celebs (Bieber, Kardashian and co) we cannot use sex, drugs and rock’n roll. Marie Sornin, from Twitter Australia, gave three words that lead to successful social brands: entertainment (funny and unusual work really well to make your content shareable); value (make it so great that people want to share it) and utility (make it easy and accessible).

“Make your audience’s life easy, and they will thank you for it.”

3. If you’re looking for a great example of content marketing, take a look at nightclubs and DJs. Their business model is based on selling drinks but people don’t come for the beer on sale but for the type of music that’s being played, the atmosphere and everything else but the drinks. As expressed by Jonathan Crossfield, “Night clubs have invented content marketing!”. As you’d do for your club, have some content to guide people from the dance floor to the bar and build a community around your content.

4. Ever wondered on how this awful ad campaign was allowed? Rob Pyne shared some wisdom about how to not make the wrong decisions. He identified four “villains”: when people use gut feel, like doing something because it feels just right; when people play devil’s advocate; when people solve the wrong problem and when people assume data is the end-answer…

“Look for best and worst case scenarios together, take the time to listen actively and make sure there is only one person to decide.”

5. Ashley Ringrose, the founder and tech director of Soap Creative, walked us through a future where big data and geotargeting will rule the world, something like Skynet in Terminator – or Skynet Mall in this new version. Our DNA will become our cookie, the quantified self will be the norm and marketers will be able to track it down so they can sell the perfect product according to our behaviours, tax returns and what makes us laugh.

To conclude, a special mention to Andrew Clarke, at The Monkeys, whose presentation about sponsorship was one of the most hilarious of the evening, even if it remains unclear whether or not it was a presentation sponsored by Evernote. Still, he was convincing enough about the value of sponsorship as being what brings brands and consumers together where they are most engaged.

To view or review the speakers of the night, check out Ignite Sydney on YouTube:

 

About our ambassador// Delphine Vuagnoux splits her time between being an advocate against racism at All Together Now and Medianet as a communications executive. Follow her @delphinevuagnou

Video: Does your startup have global potential? — May 2, 2013

Video: Does your startup have global potential?

Last week, The Fetch’s Kate Kendall spoke on a panel at Advance.org’s annual Lounge Chair Series. The discussion was on the global brand potential of startups – especially from an Australia to the rest of the world perspective. The panel also featured Andrew Roberts CEO and founder of Ephox, Rebekah Campbell founder and CEO of Posse, Leigh Jasper the CEO of Aconex and Sarah Backhouse the founder of Future 360 who also moderated the conversation.

Advance is a community of global Australians who are able to make a difference for Australians, Australian companies and Australia around the globe.

Check out the 50-minute video by clicking the image or link below!

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Does My Start-Up Have Global Brand Potential? from Advance on FORA.tv

Event Review: KPI – Become a Key Person of Influence — February 10, 2013

Event Review: KPI – Become a Key Person of Influence

What: KPI event or an introduction to an entrepreneur growth accelerator designed to assist small businesses through a growth phase.
Over Heard: “There has never been a better time to be an entrepreneur. There are opportunities for everyone.”

Captivated audience
Captivated audience

Last Saturday, the KPI event kicked off 2013 with over 670 people attending the conference at NAIDA in spite of the rain… this big number shows how much people, are they owners of small businesses or entrepreneurs, are eager to learn more about how to make a difference in their industry or even to the world.

The KPI Accelerator programme presents itself like a recipe to follow in order to achieve success in your industry. The motto being to love what you do, to stay authentic and to be ready to spare no expense to make it real… sounds interesting, doesn’t it?

Let’s start the journey with Glen Carlson and Daniel Priestley, our hosts for the day. Glen has an impressive list of professional achievements and describes himself as a startup enthusiast and a fun hunter. Daniel is known for coining the phrase ‘Global Small Business’ and believes that an Entrepreneur Revolution is unfolding. He is  also the best-selling author of the book Key Person of Influence.

We are no longer in the Industrial Age; we are in the Ideas Economy and everything has changed.

Being a key person of influence means having a voice within the industry. Influence comes from being a visible, remarkable, credible and valuable person in the inner-circle of the industry you love. Back in the days, what made you a person of influence was the family you were born, the school you went to and a touch of luck. Today, we’re facing a critical change: we came from the Industrial Age to the Ideas Economy and with the development of technology and smart devices everyone has a factory in his pocket. The last five years have seen a huge shift and with no geographic barriers, more and more people are working for themselves and today, your soft skills are what makes the difference.

Let’s be back to the recipe or five-step methods to set you and your business apart:

KPI event 5 steps

1. You need a Perfect Pitch: it’s all about answering the “What do you do?” question. You may have a great product, service or idea but if you can’t communicate its values in a remarkable way, you’ll always struggle. Words have power: they can convey what you stand for or against. “Being able to describe what makes you or your product unique is key to your success. This is called the unique value proposition”, explained Ian Elliot.  Defining your niche can also help you to stand out from the crowd: it’s better to be famous in a small area than being all things to all people. Crafting your brand essence will ensure your business grow as an authentic expression of who you are: the brand essence is the core spirit behind your business. When you’re working on your elevator pitch, don’t forget the customer. Understand him: who is he? what does he want? need? expect? What are his rational, emotional and corporate needs? A satisfied customer is a worthless asset.

Consistency in little things and continuity across all your messages: they are things that matter.

2. You need to Publish your ideas: in the Ideas Economy, publishing positions you as an authority. Andrew Griffiths is Australia’s #1 small business author with 11 books sold in over 50 countries. As he said : “Before I wrote my first book, I was an idiot. After I published it, I was a genius”. Following the success of his first publication, Andrew decided to leverage the power of his book and wrote a second one, then a third… up to eleventh! This gave him a huge competitive advantage in his industry as being an author gives credibility. Andrew explained why publishing makes a difference:

  • It shows that you have information that is valuable to others
  • It sets you apart from other people in your chosen field
  • It also demonstrates that you have the discipline to complete a major project that requires structure and creativity
  • It also shows that you have convictions and are brave enough to back yourself

If you are unsure of your capacity of writing a book, you can start with your own blog, a website, some white papers or even Twitter. Publishing in your industry shows that you are a person to be consulted, engaged, listened to and sought for advice. But unlike Andrew whose business is writing books, you don’t have to write 11 books to get noticed.

There has never been a better time to publish with the new publishing landscape.

3. You need to Productise your values: time is money and as an entrepeneur, making the most of your time and making money is crucial. But regularly people get it wrong by sticking to the OOPS model: Only One Product/Service that makes them dependent in terms of brand, time and capital.To make money, you have to create value. Product and service don’t make money. The product eco-system can change that: for example, Steve Jobs decided to heavily promote the iPod which turned out to be a huge success. This was also the first key entrance for customers into Apple’s world. People were then ready to buy Mac computers. Defining the asset of your product is another way to increase your value: What is your asset? Is it said in your positioning? Can you develop your product or the scale of your product? Multiple products sold through multiple channels mean multiplying your value.

Income follows assets. Defining the assets of your product is what will allow you to earn money.

4. You need to raise your Profile: being good at what you do is no longer enough. You need to stand out and using social media is one of the best tactics to achieve it. In a world where everything can be Googled, you have to do your best to ensure the results that show up are positive and convincing enough to win the deal. Kylie Bartlett shared be sure that your pitch and message are replicated across all your social media; content is the new currency: write, publish, share and syndicate all your content across the web; don’t do social media without a strategy to transform leads into sales; pay attention to your digital footprint, be sure that there is coherence; enjoy social media as it allows you  to meet interesting people that could bring you new opportunities.

When your customers Google you, they want to see a video, updates, dowloads, community and dynamic information.

5. You need great Partnerships: Partnership creates wholesale value. The IRL (Illusion of Limited Resource) prevents you from doing what you want: you think you don’t have enough time or money or people. But there is an amazing network of partners out there ready to give you what you need. As Daniel Priestley said, “There is no such thing as a self-made millionaire”. The beauty of the partnership is that you don’t need to have all things, you partner with those who have what’s missing. Ideas are great but worthless in themselves; implementation is everything. Cathy Burke, the CEO of The Hunger Project in Australia came to explain how she mastered the art of mobilising key resources like time, money and knowledge via strategic joint ventures and partnerships. When she approaches CEOs, rather than saying that the aim of The Hunger Project is to put an end to the worldwide hunger, she explains that it seeks to empower people to resolve their hunger problem. And that changes everything. To explain the essence of the partnership, Cathy shared an african proverb:

If you want to go quick, go alone; if you want to go far, go together.

The KPI event was a great introduction to the 5-step method developed by Daniel Priestley to become the new Steve Jobs or new Larry and Sergey of your industry. Let’s conclude with few words: opportunity is nowhere = now here.

Kpi event

About our ambassador // Delphine Vuagnoux is a community ambassador for Sydney. She is passionate about innovation and social change. She does her best working at All Together Now and Medianet. You can find her on Twitter here: @delphinevuagnou.

Interview: Perth Local, Bernadette Jiwa — July 9, 2012

Interview: Perth Local, Bernadette Jiwa

Perth curator Justin Strharsky learns a bit about how to tell a brand story from Perth expert Bernadette Jiwa.

Name: Bernadette Jiwa

Website: http://thestoryoftelling.com/

Twitter: @bernadettejiwa

Works at: The Story of Telling

You help entrepreneurs and newer businesses craft what you call a ‘brand story’ – what’s that?

A brand story is the sum of all the parts that make up your brand, from your product, name and copy, design and marketing, to your mission and how your customers experience your brand.
I’ve written a post that details the various elements.

I imagine that many entrepreneurs are overwhelmed by the demands of a new business. How do you explain why telling the story of their brand should win their limited resources?

It’s as simple as understanding that it doesn’t matter how good your idea is if nobody knows.

You primarily work with entrepreneurs and newer businesses – why is that?

Actually I work with startups and entrepreneurs who are further along the track with developing their business. The best time to work out what differentiates you is right at the start, that way you can take your product to market with confidence. Sometimes people come to me when what they’ve been doing hasn’t work and then we track back to work out why.

Should the stories of newer businesses be different than those of established companies? Why?

Newer businesses are often at an advantage because they get to tell te story they want to tell. More established businesses have shareholders to please.

What’s the most common mistake entrepreneurs make in telling their stories?

Not understanding what really makes them stand out from the competition. Overlooking something in the detail, because they are too close to what they are doing to see the big picture.

What makes you uniquely suited to helping others tell their stories?

There is no formula for this kind of work. I guess you could say it’s a gift. Part science and part art. I got to be good at it by doing the work, building bridges to where I wanted to be as an entrepreneur, failing, learning from failure, then getting up and doing it all again only better next time.

You’ve seen (and helped) lots of young businesses. Are there any characteristics that make some stand out compared to the others?

The ones that stand out are the businesses who do what the big guys can’t do, or didn’t think was possible. The entrepreneurs who go narrow and deep.

Have you encountered any brand stories that are best left untold?

Actually most of what I encounter are stories that should be told that aren’t. The kinds of stories that illustrate why brands are least like their competitors. The ones they often overlook.

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