Myth # 1: Mass media and mass marketing belong to the past. Rapp said, “They are not dead, they are just graduating to the web. One-to-one-to-everyone.” Myth # 2: The Consumer is now king and queen. Rapp noted that while the consumer is more empowered these days, it is not all sunshine and rainbows for them. “The average consumer has a hard time. They are still taking a beating.” Myth # 3: There is no such thing as a free lunch. Google and Apple prove this theory wrong. In providing free products, they build a loyal consumer base. There is “lots more than a free lunch,” Rapp said. Myth # 4: Multi channel interactive marketing is the future of marketing. Stan sees iDirect (a merging of digital technology and direct marketing practices) playing out this role. Myth # 5: Seeing is believing. The mysterious Myth # 6 evolved around the 80 / 20 notion: that marketers must concentrate on their loyal 20%, and leave the other 80% to their rogue consumer wanderings. Rapp noted that this myth is entirely outmoded, as it is now affordable and much more possible to chase the 80% thanks to social media. “We don’t know how the new technology will play out, but it will change everything,” he said.

Contrary to popular belief, Council’s Urban Growth Management Strategy makes compelling reading, especially when it comes to where our future population will live. Apart from Area 14 (Rainbow Beach), and Innes Peninsula (Innes Lake, Brierley Hill, Oxley Park etc.) our town will continue to exceed the state growth. Within the LGA, Council predicts that Port Macquarie will continue to account for 70% of new dwellings, requiring 451 new lots per year. In the last 3 years, new dwelling approvals have averaged just 290 lots per year. So are there good times ahead for the building industry?

The answer to that rests largely with Council’s willingness to assist developers who want to meet the demand.

The development industry has a scathing view of Council’s Planning department, so let’s hope that a dose of business acumen arrives, and quickly.

Not doing so well, though, are our friends in retail, judging by the easy parking in town these days. According to a former Macquarie Bank executive, Bill Moss, things are grim and about to get worse. Bill said that the aftermath of the GFC and changing buying channels will hit retail profits for a decade. The population is ageing, the internet is stealing retail sales and much retail property is still overvalued.

The ABS stats support this figure, with retail sales increasing just 0.7% for the year recently ended, reflecting ongoing discounting.

I have enjoyed reading in the press about Coles’ success in teaming up with Masterchef, because it demonstrates the value of product placement in programming. According to industry sources, Coles saw sales of products featured on the show grow by an average of 13%, not to mention the increased perception that Coles is a fast food destination.

Product placement can be achieved at a local level too; think about locally produced editorial, and there is your opportunity. I don’t think you need deep pockets, just some imagination.

As I’ve said before, the television sales guys are a cut above the other advertising reps (with the exclusion of Port News’ Cathy Walsh), so it’s sad to see SCTen stalwart Steve Creigh hang up the boots. No doubt he’ll be kicking lots of goals at his new gig for Prime in Tamworth. Thanks for the impeccable service over the years, Steve.

One of my favourite media personalities these days is Top Gear presenter Jeremy Clarkson, for his uncanny ability to add new meaning to the humble insult.

I think even he would be happy with this one, “No hopers in the business community serve an important function. They make the rest of us look really proficient, and for this we should be grateful”.

Our 2 contenders will be saying, “As a brand, here’s what I stand for”. But being politicians, they will never master brevity, so let me have a go. The incumbent has a reputation as a nice guy, but the perception is that with no new hospital funding, results have been patchy.
Alternatively few voters know David Gillespie, but he has the advantage of a huge audience yearning for the good old days of conservative representation. David’s problem,however, is the Nationals brand: it’s as trendy as Reebok or Reschs, appealing to no one under 50. Put him in a Liberal’s jersey and he’d romp it in; but this is not to be – at least for this election.

As business owners and managers, we have the opportunity to asses both candidates on their business policies. My analysis of their sites puts Oakeshott ahead with his call for a major rethink on industrial relations. Rob cites two examples where the current system needs to be changed – firstly to do with simplifying the award process, giving the recent three-hour minimum award for school-age children as a prime example. “This needs to change back to two hours and was a wrong ruling from Fair Work Australia, and it will only be changed via legislation,” Rob’s site says.

Secondly, there are on-going concerns in the restaurant and hospitality sector which are a continuing problem for seasonal tourism communities such as the Mid-North Coast.

“There are aspects of the new award that may just lead to more restaurants closing on public holidays in quieter periods due to the new public holiday loadings required, when the main use by the general community of a restaurant and café is on these same public holidays,” the site says.

An analysis of www.davidgillespie.com.au however, reveals little business policy detail. But there are still 4 weeks before the election, so further detail may be provided.

On this basis, you could be tempted to favour Oakeshott; however, if business experience counts (and it must), let’s not forget that Gillespie established and ran a medical consulting practice for 10 years. Consider also the opportunity that David could have as a member of government to influence policy and funding, and David Gillespie comes out the best choice for business. However, after a late start, it’s to be seen if he can overcome the handicap of the Nationals’ brand image on August 21.

Free-to-air television’s share of total viewing has hit a four-year high this winter, while pay TV has suffered its worst June share since 2007, monthly ratings analysis shows.

The success of the new free-to-air digital multi-channels and blockbuster must-see programming has contributed to growth for free-to-air television so far this year.

Meanwhile, pay TV’s share has decreased as free-to-air continues to draw viewers to its primary and multi-channel offerings. Analysis of OzTAM ratings figures for the 2010 year-to-date reveals strong and steady growth for free-to-air television, which hit its best share figures in four years with a massive 76.9 per cent of all-day television viewing (6am to midnight) and an 83.6 per cent share of prime-time viewing (6pm to midnight) in June.

Meanwhile, pay TV continues a negative growth trend, beginning the year with a 25.1 per cent share of all-day viewing in January 2010 and sliding to its lowest June share in four years, at 20.7 per cent.

Clearly, some of the Co-op business units are facing the clear and present danger of unprecedented competition, requiring a revision to the strategic plan to protect jobs. In the context of consolidating retail competition, is there a role for a member based organisation and strong dairy brand?

I think so, but the time to act is now. Secondly, we must engage with our members and the wider community by improving communication. Thirdly, I will call for an immediate independent audit to establish the true financial position before moving forward.

Most boards benefit from an infusion of new talent every year or so, but the current board remains largely unchanged, seemingly insulated from nor accountable to the members they were elected to serve.

If you are a Hastings Co-Op member wanting a more vibrant future, vote for Mark Livermore and myself. I am happy to take on board your thoughts: paul@adamsmktg.com.au

One of the business highlights of Sept for me was to spend a little time with John McGrath, who has selected the bros Bates to run our newest RE agency. I asked John for his views on Port Macquarie property, to which he replied, “When you look at the location, services and lifestyle, values will only go up, because property here is undervalued.” John also gave his guests an insight into his incredible growth when he said that RE is not about property or sales; it’s really about people and their motivations to sell or buy.

Congratulations to the winners of the business awards, especially the families and connections of businesses who voted. When it comes to accolades, it’s the customers who are best placed to determine winners, and here’s hoping next year will see the awards return as more than a popularity quest.

We’re buying a new car at the moment, which has brought home a few truths about advertising. For the first time in a few years I picked up the car section of the Sydney Morning Herald, which used to be the weight of 4 bricks … but not any more. Where have all the ads gone? The internet.

As we know, the feds have ignited the insulation industry with some massive subsidies, but now it looks like Harvey Norman has joined the queue, led by former Business Chamber boss Geoff Woodham. Speaking of HN, why it is so quiet in the electrical section? Is it that Jacob Levido has left for his European holiday or the departure of Glen Towle, now scribing for The Port Macquarie News?

Many businesses are horrified about the increase in electricity bills now that the invoices are coming through. The good news is that you can shop around, but in reality, don’t expect to retire on the savings. The facts are that Country Energy was successful in persuading the pricing authority to allow the big fee increases on the regulated tariff (i.e. the poles and wires distribution charges). If you move to another retailer such as Energy Australia you’ll save a bit on the retail proportion, but the remaining 95% will reflect the increased or ‘new’ prices as CE call them. Ultimately there is not much you can do about it except rejoice in the fact that there is 400 extra staff here than when NorthPower were around. The big question is, are you getting your share of their business?

Here’s an insight into the power of branding. At the McGrath soiree, I asked a business associate why he attended … after all, he did not seem particularly interested in property. Was it to get some tips about the markets? He replied that if the function was simply another new national franchise, he wouldn’t have bothered. But he was intrigued about the brand and wondered why it had grown.

The mobile phone seems to have a self proclaimed sense of urgency, allowing a caller to jump the queue whenever they choose. This sits at odds with me, because I regard my phone as a tool for me to speak to others when I want, not the reverse. Call it a form of narcissist time management, but it allows me generally get the things done in the order I want rather than have my days dictated to me by others.

Email was a time waster too, but not any longer, now I have turned off the chimes and those neat little screen alerts. Try turning these alerts off, and I guarantee within two months your computer productivity will improve by a marked degree, or I’m a monkey’s uncle.

Vicki Byram (Port Central) left abruptly early in the month, something to do with staff reductions. What’s happening to shopping centre wars? Being surpassed by club wars, that’s what. My money is on Port City Bowling Club now that astute Jordan Humphries has arrived from the Macquarie Hotel Group.

He’s had more jobs than hot dinners, so where is David Miedling off to now that he’s left the local Bank of Queensland, who are searching for a new franchisee.

Thanks to the kind supporters who voted for Adams Marketing in the Business Awards. After some thought I chose not to accept the nominations, as I’d rather spend the time working on our clients’ projects. Looking through the finalists, I note that many, if not most, have been there the last few years.

They have been awfully quiet at Sovereign Hills lately, so what’s going on? There is a new rumour every week, most of them unrepeatable here, yet after all the hoopla and hubris since 2006, the present silence is most out of character. The website is a treasure trove of clever images, inventive statements (my favourite is the self reference: “fully connected, knowledge-based ‘Fibre Town’”), and out of date milestones such as the display village, ‘due for commencement in the first half of 2009’. You never know … some of these might actually come to fruition one day. We called for an update, but at the time of going to press Robert Yendell had not returned our call.

Better get used to it; a 20 metre pylon sign, bearing those Golden Arches on Ocean Drive, is not far away. C’mon, get real … an arterial road without a fast food joint was never a long term proposition, but are you ready for the next Ocean Drive shock? How soon before a score of billboards appear? Inside 3 years, is the latest.

Brett Gilbert is back in business operating Gilberts Law from 66 Lord St. Now before you cynically say, “Not another lawyer”, think carefully about the value the profession adds … but don’t take too long, Christmas is not far away.

Did you hear about the lawyer fuming with impatience because the golf group ahead of him were ponderously slow?

After complaining to the club captain, he learns that the slow group are in fact blind. Unappeased, the lawyer tells the official, “That’s great they can play, but since time is money, why don’t you get them to play at night?”

CEinternet has drawn quite a loyal following in business since it was launched at NorthPower’s turboweb in the late 90s. However, the business will be purchased by ONEtelecom, an Australian based wholesale internet services provider, who has provided internet services to CEinternet since 2007. The transfer of internet services will happen from 15 August 2009. Is this a sign of the future for Country Energy retail business?

Did anyone ever watch the late night business TV show The Apprentice? I loved it for the drama and real life competitiveness it displayed, even if Donald Trump was overly ruthless at times. The good news is that Network Nine have commissioned a local version, signing Mark Bouris, the former Wizard Home Loans Chief as the boss, for screening later this year.

“There was a path into this global financial crisis, and I guarantee there is a way out for us. And when we do come out the other side, it’s very important you’re able to put the foot on the accelerator  and get going at full speed and not have to start the engine again.” Michael Luscombe, CEO Woolworths recently discussing Woolworth’s increased marketing investment with the Fin Review.

Good to see that Wauchope will have some supermarket competition now that the existing monopoly has been smashed by the Land & Environment court, who recently validated local approval of the development application initially granted last year. The new supermarket brand is yet to be determined, but look out for some relief in 2010.

It’s been a phenomenal second quarter for free TV networks, with viewers tuning in to home-grown shows in massive numbers. Programs like MasterChef, Packed to the Rafters, Thank God You’re Here, State of Origin footy, Underbelly and Talkin ‘Bout Your Generation have consistently attracted huge audiences during the period – all averaging a combined audience of at least 2 million viewers. The quarterly review of the television ratings (1 April to 30 June) also reveals more people tuning in to free TV, especially during the evenings. The second quarter saw average audiences grow 6.1 per cent in regional areas, with increases recorded across all major demographics. Good news for advertisers concerned about the impact of Austar on overall viewing numbers.

McGrath Real Estate has carved out an enviable but profitable niche in the premium end of the Sydney market and are set to repeat that success here now that Todd & Greg Bates formerly of LJ Hooker have established an office here. Good luck boys.

The young Lawyer was invited to his boss’ house one evening for dinner. The associate wandered through the grand house, awestruck by the majesty of the design, the perfection of the stylish interiors, and the beauty of the original artworks.

As he stood there gazing at the impeccable ocean view, his boss comes over and puts an arm around his shoulder, “I know what you’re thinking and, yes, it’s possible that if you work long and hard, day in and day out, six days a week … I could buy another one!”

Fresh from international waters comes the latest carrier market shares – Qantas declines to 23.1%, followed by Singapore Airlines at 10.1% then Air New Zealand on 9.2% and Emirates fourth at 7.3%, about to be passed by Jet Star on 7.2%. Closer to home, I wonder how much share Virgin have taken from Qantaslink on the Sydney run?

We have been reading and listening to the gathering storm that our Federal Government is soon to impose on the restaurant industry. Basically, the Industrial Relations Commission will bring in a new award unifying State & Federal awards imposing the same pay and conditions applied to hotel employers.

The Restaurant & Caterers’ Association says that employees that once earned standard evening rates will earn new penalty rates. Nothing will change, except they’ll be 20% more expensive. With net margins of around 3%, absorbing the extra costs is out of the question, and price increases might be the only other unpalatable solution. Fellow columnist Lou Perri is right to be upset. If you share his disappointment, write to the Small Business Minister, Craig Emerson at Parliament House Canberra ACT 2600 or Rob Oakeshott.

Did you know that nearly 50% of new businesses fail in the first year? Research shows that to succeed, proficiency across three core areas is mandatory: marketing & sales (surprise), product knowledge and finance. The trouble is that no one is an expert across these three skills, and that’s where the Start UP program is assisting emerging businesses graduate from the conception to commercialisation. Generously funded by North Coast TAFE, The NSW Business Chamber and Council, This program matches aspiring owners with mentors who provide free advice based on their years of experience. The scheme is co-ordinated by the mercurial Grant Burtenshaw: call 6584 0910.

In 2008, a comprehensive research study involving a large representative sample of the Australian population was conducted to learn consumer preferences when receiving promotional communications.

Conducted by Open Mind Research Group, the research covers 12 media channels, including television, newspapers, magazines, radio, addressed mail, unaddressed mail, email and online, across 19 industries, including banking, superannuation, telecommunications, travel & leisure, fashion, hardware and more.

The results are something that no marketer can afford to miss, showing that addressed mail was the most preferred channel for the majority of marketing communication tasks. Remember when we all thought that the fax and email would be the demise of the humble snail mail?

It hasn’t happened – largely, I suspect, because we feel mildly important when a personalised letter is received. Interestingly, television has fallen from 44% to 15% as the favourite channel for new product announcements.

An Architect, a Property Developer and a Lawyer were discussing whether it was better to have a spouse or a lover. The Architect said he enjoyed time with his spouse, building a solid foundation for an enduring relationship. The Property Developer said he enjoyed time with his lover because of the passion he found there. The Lawyer said, “I prefer to have both.”

“Both?” Lawyer: “Yeah, if you have both a spouse and a lover, they will each assume you are spending time with the other, and you can go to the office and get some work done.”

If your sales have slowed, one of the first areas to scrutinise might well be pricing. How you compare with competitors will determine your value perception for new customers, but will existing customers notice?

You bet your hat they will, and you are mad if you think otherwise. Part of ensuring your pricing is right is to see it from a customer’s point of view … and how can you do this if you’re not sure what your competitor is charging?

What’s happening in advertising?

If you thought it was all doom and gloom, you’d be wrong. The latest date from the Commercial Economic Advisory Service indicates that for the six months ending 31 December 2008, compared to the prior year all advertising increased 1.2%, with the big movers being Pay TV and online advertising up 25% and 11% respectively. Regional TV (11% of all advertising, declined 1.2%) and magazines declined just 1%.

Overall this is good news, and I think the next 6 months will be very interesting. Certainly Pay TV is doing well, as is the CEO of Austar, John Porter who has increased his pay to $5.2 million up 43%.

Has anyone been watching the Gruen Transfer on ABC 1? In its second season and still good value, but so is ‘Mad Men’, a highly involving profile of advertising in the 60s in New York appearing on Thursday via SBS.

One of my favourite reads is the Fin Boss magazine, and this month I was inspired by two  articles … here’s why.

In a profile about consumer spending, Catherine Fox talks to the GM of David Jones apparel, cosmetics, accessories and footwear.

We learn that despite the plummeting economic indicators, the latest model Chloe handbag has been among the quickest sellers this season. It’s price: $3,000!

While there would not be sufficient lawyers’ wives in Port Macquarie to sustain a local stockist, the model still applies. Consumers are buying premium products if the mix is right.

In the same article, the boss of Industrie clothing, Nick Kelly says it’s time to marry caution with opportunity. “I think discounting is a flawed strategy … now is not the time to reduce marketing, because the easiest time to increase market share is when my competitors back off.” True words indeed.

What do leading marketers have in common when it comes to selling in tougher times?

1. Be realistic, with lower growth targets but maintain marketing support.

2. Don’t rely on price promotions for volume, as discounting will only damage profits – especially when competitors follow.

Our Council is claiming a satisfaction rating of 61% resulting from a survey of ratepayers late last year. While this seems a depressingly low figure, in one sense it is encouraging that surveys are undertaken.

For what good, you may well ask. With their financial situation it’s not like Council are in any shape to assist local businesses. Developers beware … higher contribution charges are on the way.

Locally, Alan Anderson has reached a milestone recently with his 60th birthday. Well done Ando – you don’t look anywhere near that age. Add 10 and you’re closer!

A young couple about to get married were killed in a tragic car accident and asked St Peter in heaven if he could arrange for them to be married.

Many years later they returned to St Peter and said, “You know, we thought we’d be happy. But now we have so many irreconcilable differences that we need to end our marriage and sort things out. Is there any way we can get divorced?”  Are you kidding?” said St Peter. “It took me 100 years to get a Priest up here to marry you. l’ll never get a Lawyer.”

It seems that I’m not the only one weary of the incessant reporting of bad financial news. Most folks I talk to agree that the story has been done to death and the financial media need to move on. (After all, if punters bought equities before 2005, they’ll still be in front). 

So it was with great pleasure that I read in the Fin Review (31 Jan P.25) that two respected analysts are forecasting that Feb will see shares hit rock bottom. Who are these prophets? David Hunt, who has accurately predicted every major peak and trough for the last 15 months. David was reported as saying that by the end of February the last of the bearish sentiment were the final sellers out of the market. Jake Ernstein, the respected American analyst also expected the market to tank soon, adding that this will represent the best time ever to buy equities.

Getting close to customers is essential, but keeping your best performing staff on staff is equally important for service providers, manufacturing, retail – just about anyone. According to a local survey, staffing issues, and in particular trying to find replacements, rate among the biggest challenges faced by owners. Recognising the role staff can play in delivering the brand promise, several astute owners have locked their high performing managers into attractive but long term performance based contracts. 

Good to see Active Tree Services doing so well. Local head honcho Mark ‘Elvis’ Thomas tells me the firm is now a national operation, with further growth planned. Thanks for the lift into town from a soggy airport.

A report from the marketing pages of the SMH details a study which claims that the most important senses when building brands are the sense of sound followed by sight followed by smell followed by sight, according to researcher Martin Lindsrom. Lindstrom in his best selling book ‘Buyology’, summarises the irony that most brand communication only appeals to the sense of sight. 

The researchers used functional magnetic resonance imaging to scan consumer’ brains while they were exposed to Johnsons Baby Powder, the smell of Play-Doh, Coca Cola, the sound of a Nokia phone and the sound of a computer.  

At a charity fundraiser, a volunteer worker noticed that the most successful lawyer in the whole town hadn’t made a contribution, so the volunteer thought, “Why not call him up?”

“Sir, according to our research you haven’t made a contribution. Would you like to do so?” 

The lawyer responds, “A contribution? Does your research show that I have an invalid mother who requires expensive surgery once a year just to stay alive? “ 

The worker is feeling a bit embarrassed and says, “Well, no sir, I’m…” 

“Does your research show that my sister’s husband was killed in a car accident? She has three kids and no means of support!” 

The worker is feeling quite embarrassed at this point. “I’m terribly sorry…” 

“Does your research show that my brother broke his neck on the job and now requires a full time nurse to have any kind of normal life?” 

The worker is completely humiliated at this point. “I am sorry sir, please forgive me…” 

“The gall of you people! I don’t give them anything, so why should you be any different?”

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.”

A key feature is an interactive dashboard development system that provides a list of key metrics, based on a straightforward question and answer format. The project is the culmination of years of work by the AMI. The site has been tailored to accommodate the different perspectives, needs, and skills that marketers and others have in their use of metrics. 

AMI chairman Roger James said, ”A key objective is to get more people thinking about marketing metrics, but of course there’s more to it than that. It’s about encouraging enterprise wide orientation to marketing, and to show this we wanted to show that investments in marketing will produce both tangible and long lasting financial returns. The site provides frameworks and resources for marketers to do just that.” For example, if you had to cut 25% from your ad budget, how could you minimise the impact on sales yielding activities? If you are interested in learning more about understanding the return on your marketing investment, then call me and we’ll find a way to help. 

Did you see the report about Sydney traffic, indicating that the average speed has declined from 29 kph in 2004 to 23 kph along Victoria St Gladesville (a typical major city bound route)? Kind of makes you wonder what the cost to business is of employees spending more time in the traffic. Suddenly the Oxley Highway looks like a superhighway, don’t you think?

From the local to the global. Did you see news of the OECD saying that the recession is likely to be deep and long and cause widespread unemployment … that is, in most countries except Australia. The report indicated that some financial effects will be felt here, but the Australian economy is in good shape. With petrol prices returning to civilised levels, lower interest rates and Federal Government bonuses around, what more could we want?

Stockland’s Managing Director was quite blunt recently when he was asked about the possibility of an economic slowdown. He replied by saying, “There are three things you can do – the first is to run away. You might feel better, but it’s not an honorable thing to do. Secondly, you can put your crash helmet on and do the best you can do, and thirdly you can develop some foresight into what the world will look like in a few years’ time and then reinvent or change what you’re doing to adapt to the new circumstances.” Now that’s leadership for you. 

Good on you, Bob Charley. Released the new subdivision at Blue Wren Court in Innes Peninsula on 16 November and by time of writing, 9 have been sold. Who says the property market is slow?

Congratulations to Peter Kuhn, formerly LJ Hooker Commercial, recently appointed Development Manager at the Stevens group. This role will take Peter to places all over Eastern and Northern NSW, looking after their clients’ building interests.

A report in the Fin Review (28 Nov.P7) caught my attention about the working habits in the public service. According to the Annual State of the Service Report for 2007 and 2008, 50% of the senior executive were putting in more than 50 hours per week. During the last fortnight in June 2008, 32% put in between 37-40 hours, 21% worked between 40-45 hours, 6% worked between 45-50 hours and just 3% worked more than 50 hours. I can’t help think that many business owners would just love to put in so few hours in a week. Perhaps the public servant was right when answering his son’s question, “How many people work at your office?” and he replied, “About half of them.”

An organisation reaping the rewards for shaping their own future is the revitalised Chamber of Commerce, under the leadership of Robert Turner, which is now enjoying greater relevance and increasing membership numbers. After years of drifting in the wilderness, it seems there is finally a sense of strategy communication and a new found maturity. 

I am nervous about the Chamber’s acquisition of the BEC, but if the point of difference is maintained, the Chamber’s reputation as the premier business lobby group will be enhanced.

We are all about to be hit with a big campaign from the television broadcasters to promote their new digital signals under the FREEVIEW umbrella brand. The campaign to be seen here on all our free to air stations will be quite an event, promising to revolutionise our viewing experience. Who know if it will achieve this, but certainly the campaign will assist the household penetration of HD televisions, currently standing at 28%.  

What for in 2009? 

Consumer trends don’t change overnight, but opportunities do. That’s why Trevor Sergeant and Rob Oakeshott should be knocking on Kevin Rudd’s door to snag some of the $16B being made available for infrastructure. Not only will it be good for employment, but consider the flow on effect for property values, migration. Imagine another 6 projects the size of the new commercial wharf and the impact starts to have real meaning. 

A lawyer and a doctor had a collision on a local road. Seeing that the doctor was badly shaken up, the lawyer helped him from the car and offered him a drink from his hip flask. The doctor having a good couple of long gulps was very grateful for this and handed back the nearly empty flask. “Aren’t you having a drink”? asked the doctor. “Sure will,” said the lawyer, “as soon as the police leave.”

paul@adamsmktg.com.au

Peter Thomsett, erstwhile media specialist and marketing adviser to the stars, has added another string to his bow in buying Blairs Newsagency in Horton St. Meanwhile only a short stroll away, our favourite triathlete and surf club stalwart Scott Oxenford has joined the newshounds at the Westport Newsagency. Good luck to you both; I hope your new ventures are both long and prosperous. Crikey! Cliff, Pete and Scott – what a bunch.

Bit of clever marketing from Network Ten to hold a silent auction for a wide range of spot packages with very attractive reserves. Local boss Steve Criegh was pleased with the market response during the first week of the Olympics, and he indicated more will follow. 

It seems lots of local advertisers felt the need to be on PRIME TV during the Olympics. However, at the time of writing, regional audience figures were not yet available to indicate if they were an audience success. One thing is for certain – in the second week, opinion around the traps suggests that many viewers grew tired of waiting to see how their favourite Aussies would perform and switched channels – or simply went to bed.

Sure the coffee was OK, but as we know all new businesses (and mature ones) need to remind clients that “yes we’re here, and here’s why you should come and visit.”

I wonder if the demise of Starbucks could have been avoided with a) advertising or b) a better location? 

It looks like Council is set to approve the Coles Supermarket in Wauchope at the very same time that our friends at the Hastings Co-op are seeking expressions of interest from “suitably qualified firms to supply, brand marketing, advertising and creative design services”. Is this a coincidence, or has someone noticed a recurring theme in this column?

One lady that’s brought a breath of fresh air to our local business scene is Ros Blandford, Centre Manager at Settlement City. It was delightful to bump into Ros at Andrew Miedecke’s car yard the other day and surprising too, because she’s expecting. A baby that is – not a Ford. Well done and congratulations. 

When times are a little tough it’s easy to be disenchanted, however a cohesive workplace can get you through. The top 10 things workers want are friendly and supportive colleagues, enjoyable work, a good boss, good work/life balance, varied work, to be doing something worthwhile, to be making a difference, to be part of a successful team, to have achievements recognised and a competitive salary. Source: Happiness at work Index, a 2007 survey by Chiumento (UK). 

Several colleagues have reminded me that it’s been a month or two since our last joke, and they are right. I’ve been distracted, but no longer: this is dedicated to Michael Mullins, at the Olympic Pool.  

A barber gave a haircut to a priest one day. The priest tried to pay for the haircut, but the barber refused, saying, “You do God’s work.” The next morning the barber found a dozen bibles at the door to his shop.

A policeman came to the barber for a haircut, and again the barber refused payment, saying, “You protect the public.” The next morning the barber found a dozen doughnuts at the door to his shop.

A lawyer came to the barber for a haircut, and again the barber refused payment, saying, “You serve the justice system.”           (I would have charged him $150). 

Anyway, the next morning the barber found a dozen lawyers waiting for a free haircut!