Step Change Marketing - Small Business Solutions» Communications plans http://www.stepchangemarketing.com Powerful marketing workshops to grow your business. The secrets behind big businesses' marketing success are now available to all. Sat, 10 Oct 2009 01:10:51 +0000 http://wordpress.org/?v=2.8.4 en hourly 1 How does the $100 referral bonus work? http://www.stepchangemarketing.com/faq/how-does-the-referral-bonus-work/ http://www.stepchangemarketing.com/faq/how-does-the-referral-bonus-work/#comments Sun, 27 Apr 2008 23:32:27 +0000 ashton http://www.stepchangecommunications.com/?p=63 If you book into a seminar, then invite somebody else along to the SAME seminar AND when they book they enter your full name into the booking form: you will receive $100 cash back on the day of the seminar. Remember: they must enter your full name when completing the booking form for you to qualify.

]]> http://www.stepchangemarketing.com/faq/how-does-the-referral-bonus-work/feed/ 0 Is GST included? http://www.stepchangemarketing.com/faq/is-gst-included/ http://www.stepchangemarketing.com/faq/is-gst-included/#comments Sun, 27 Apr 2008 23:27:20 +0000 ashton http://www.stepchangecommunications.com/?p=62 Yes, your seminar tuition fee includes GST charged at 10%.

EG: Coached Marketing Workshop at $685 includes $63 worth of GST.

]]> http://www.stepchangemarketing.com/faq/is-gst-included/feed/ 0 Market Growth vs Brand Share http://www.stepchangemarketing.com/blog/my-first-blog-entry/ http://www.stepchangemarketing.com/blog/my-first-blog-entry/#comments Mon, 31 Mar 2008 06:22:37 +0000 ashton http://www.stepchangecommunications.com/blog/my-first-blog-entry/ Research within Aaker’s, ‘Building stronger Brands’ indicates that up to 5/9ths of advertising is mis-attributed to the brand leader within a particular category. New entrants to a category consistently just communicate the generic selling points and category values; inadvertently driving category growth, and  benefiting the brand leader. EG: a new vacuum manufacturer does a, “is your old vacuum tired? did you know it could be damaging your health by leaving dust in your house… you need a new vacuum cleaner….finishes with Vacuum Cleaner X logo”: the unfortunate response from the consumer is, “gee, that’s right. Thanks for reminding me Vacuum Cleaner Y (they probably won’t even remember the correct name), I’ll now go and grab myself a Dyson.”

Sounds silly and obvious, however you’ll see it happening every day around you. Only the market leader should be growing the market, competitors are best to spend their marketing dollars trying to take share from the leader.

If you’re interested in this subject, and as a business owner you should be, then sign up to the newsletter on the Step Change Communications home page and on the very next confirmation page you’ll be able to download the best article on advertising ever written. It’s by my mentor, Dave Trott, and will change the way you look at marketing forever. See law_of_selling.

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