Dont Turn Off Your Marketing
In this engaging episode, Scott interviews Michael Durie, a seasoned marketer with an impressive background working for renowned companies such as New Zealand Herald, Mazda Telecom, Westpac, and Australia Post.
Scott gets Michael to share his knowledge and experience in marketing, technology and why you should never turn off your marketing.
They also give valuable insights and practical advice for navigating the ever-evolving landscape of marketing in the digital age.
Here’s what you will discover in this episode of the Marketing 4 Business Podcast
*The Ogilvy Influence - inspired by Ogilvy's scientific approach to advertising and market research, Michael embarked on a path that led him to become a marketing expert. Starting as an advertising cadet at the New Zealand Herald, he learned the art of salesmanship, customer care, and the craft of advertising.
* A Relentless Focus - Michael shares his firsthand experience, where he successfully spearheaded the launch of New Zealand's first glossy computer journal, Interface, which eventually attracted significant advertisers such as IBM, Wang, and Link Computers.
* Market Research for Driving Growth - Scott & Michael discuss the importance of understanding consumer behaviour and staying ahead of emerging trends. By knowing your market and conducting thorough audience research, you can craft targeted messages that genuinely resonate with your customers, setting your business apart from the competition.
* Data-Driven Decision-Making - Michael shares his experience and l highlights the transformative power of cutting-edge marketing techniques fueled by data-driven decision-making. In today's digital age, businesses have access to vast amounts of valuable data that can provide deep insights into consumer preferences, behaviours, and trends.
* Traditional Advertising Falling Flat - Michael also stresses the significance of creating authentic and engaging brand experiences. In a world where traditional advertising can sometimes fall flat, going beyond the expected is essential. By incorporating storytelling, crafting branded narratives, and hosting events that genuinely connect with your target audience, you can create memorable experiences that foster loyalty and attract new customers.
* Embracing AI and Technology - Despite concerns about AI and potential misuse, Scott shares why students must understand and embrace AI as an essential skill for future careers. He encourages students to explore and familiarise themselves with AI, as it significantly shapes various industries.
* Communication Skills and Toastmasters - Scott & Michael discuss the importance of honing communication skills, particularly public speaking, for professional growth. Scott also suggests joining organisations like Toastmasters to develop the ability to think on one's feet, communicate effectively, and conquer public speaking fears.
* Business Mentoring and Startups - Besides his work in education, Michael is actively mentoring businesses and startups. He mentions his collaborations with startups in the drone industry, financial access platforms, and initiatives supporting the rainbow community. Michael leverages his marketing expertise to guide and support these ventures.
* Marketing Strategies During Tough Times - Michael advises businesses not to turn off their marketing and advertising efforts when facing economic challenges. Drawing from statistics during the 2008