The former Administrator believes that artists in general and graphic artists in particular have a bright future according to a Council review of the creative services industry.

This stands a chance of being an accurate prediction if demand for graphic services rises, but there are two constraints worth recognising. Firstly, professional graphic artists  need to be paid between $80 – $100 per hour for design work reflecting their training and expertise. Sure, you can get artwork done cheaply from the newspaper or the printer, but chances are it won’t be much chop (unless it’s Ben from Snap, of course!) 

Secondly, perhaps the biggest obstacle is that many businesses think they can undertake design work themselves and save money by using off the shelf software like Corel or Publisher. Yes, they might save a few dollars, but what value do they put on their image? Isn’t it better to let an expert do the work and look professional rather than the poor cousin?

Our local Council can play a lead role in this context by awarding more graphic work to locals, especially for high profile projects like the Glasshouse and tourism work. The benefits will be design of an equal standard but at less cost, and of course the income stays here. How about it Andrew Roach? 

During January I couldn’t help notice how busy the CBD was, creating a curious scenario: happy retailers and accommodation operators. So what will happen now that the many holiday makers have returned home? As I said last month, the media love to play on the negative to frighten the naive.

Accountants lap this up, using every excuse to reduce marketing expenditure thereby actually assisting businesses to shrink. Fortunately, most business owners are savvy enough to know that the best way to avoid a sales decline is by not allowing them to happen, and prepare plans accordingly.

What do the experts say is the best generic marketing strategy for ‘09? You all know my favourite marketing machine is Maccas, led by Helen Farquhar. Helen says in a recent industry journal: “Get closer to your customers and find ways to deliver better value, and that’s not just lowering prices.“ 

In the same article Todd Sampson of Leo Burnett correctly advises us to ignore the bad news and work on things within your sphere of influence. Peter Wiltshire, Sales Director of Nine makes a sanguine point when he says that it’s critical this year to lead sales staff by showing them how to sell to more demanding clients. Dave McNeil, Marketing Director at Unilever, says, “Don’t think discounting is adding value and continue marketing investment, but more wisely.” The implications from the leaders are clear: growth is there if you want it. 

Speaking of a large business ‘growing places’, I caught up with Larry Collins, the new CEO at Port City Bowling Club over lunch the other day. It was refreshing to hear about the club’s growth in members and sales in recent months, largely due to a creative new activity plan and better member communications. Well done Larry.

Did anyone see the SMH Domain feature on Port Macquarie apartments on Saturday 10 January? The developers of high rise apartments such as The Point, Coast, Focus surely did and they loved it, but the sales that followed even more. Such is the power of free editorial. You won’t always get coverage like this, but with a carefully scripted media release and a creative twist, you just might capture an editor’s attention. 

I can’t help but notice that every retailer seems to be ‘on sale’ now, judging by the advertising we see and hear. But as GoLo, who have gone into receivership will tell you, there is more to successful retailing than conducting ‘sales’.

Next month we hope to have some details of the new tourism campaign “Come out of your shell”, from CumminsNitro, the Sydney based winner of the recent pitch.

Good luck to Tony Cox, who joins Byrnes Lawyers up in the Galleria Building in William Street. Did you hear about the two lawyers in the bank, when suddenly armed robbers burst in. Several of the robbers take the money from the tellers and others start fleecing the customers. While this is going on, one lawyer thrusts something into the other lawyer’s hand. Without looking down, the second lawyer says, “What’s this”? To which the first lawyer replies, “It’s that $200 I owe you.”