Human behavior and how the mind works have always fascinated me. It was a consumer psychology course at university that led me into the exciting and ever-changing world of marketing and advertising.
I’m passionate, tenacious and curious. I like to really get to know my clients inside and out as it allows me to truly connect with their vision and mission.
With my relationship building skills and commitment to getting the job done, I work well under pressure. Having dealt with many client personalities and characters has allowed me to build rapport quickly and connect with clients on both a personal and professional level.
Only good things flow from good communication and active listening. It takes teamwork to make the dream work. I love this quote, I think it pretty much sums up everything that is 360: “everything must work in unison.”
All the moving parts of a client’s campaign need to work cohesively together to produce the best result possible. High levels of communication within a team environment is crucial to that outcome.
A client of mine a few years back was looking for a magic bullet that would turn his business around overnight. The expectations were too high, he wasn’t overly invested in the business, and his staff members were mismanaged.
Our approach with clients is building lifetime business relationships, but this client seemed to have more of a day trader mentality.
The lesson we took from this was to look for clients who have a big picture vision for their business and more of an entrepreneurial spirit. These types of client are more likely to be committed to business growth and will work with us, not against us.
Listening to your team first and foremost and knowing the strengths and weaknesses of each team member allows tasks and jobs to be done efficiently and effectively.
Keeping the team committed and happy within their role is also important to ensure they consistently produce good quality work. I also think having the foresight to see certain situations before they play out and therefore being able to proactively manage that process.
Data is being commoditized as a product, which makes sense given the strides the industry has made with AI. Consumers have become accustomed to personalization now more than ever. There is now an abundance of data supplied by 3rd party companies. This is coupled with a growing demand from businesses for more personalized marketing communications to stand out in a noisy marketplace.
At the heart of any relationship is understanding, commitment, agreement and a shared vision. This is what we look to achieve when bringing on a new client. I would say our best clients are defined as a collection of individuals who share similar values and attitudes.
I like to break it down to three key areas as the personal and professional attributes I look for when identifying a good client.
- Entrepreneurial nature: They are committed to creating a truly compelling business vision.
- Growth: They see marketing as an investment in business growth.
- Commitment: they realize their business requires strategic leadership and see us as a committed partner in their business making an impact.
A bad client doesn’t see us as a business growth partner. As marketing directors, we are responsible for delivering meaningful marketing strategies to grow our clients’ business.
We are more than just a marketing firm. We are here to make an impact on all areas of the business: from staff management right through to increasing operational efficiencies within the business.
Clients that get the most out of 360 are those who work alongside us, are open and willing to take our guidance. They trust in the process, knowing each marketing initiative we implement builds momentum towards achieving both short term objectives and big picture goals.
Empathy, listening and connecting with your audience is the essence of good marketing. It’s all about showing value by educating consumers on how your product or service will help them move forward.
I think explaining features and benefits in a self-serving manner is just not enough anymore. In the future there will be more of a focus on empathy as big data will make it easier and more accessible to really get to know their audience.
The most challenging client was not willing to listen or be open to feedback. This can be very difficult from our point of view when we can see how the business is performing.
Arming our clients with this knowledge and allowing us the space to provide these recommendations can truly show them how to build upon their business and get it working like a well-oiled machine.
A challenging situation is aiming for unrealistic business targets with no scope of time to achieve them. You need to give marketing time to build momentum, and you need to be open to mid-course corrections when expectations fall short.
This is just part of marketing: if you don’t succeed you try again until you pick that lock and you’re off to the races.
Our health is what drives the quality of our lives. For me, the ability to heal would be the ultimate superhuman power. Being able to heal someone, whether a broken arm or a life-threatening illness would be a true gift. The love and happiness that this would bring to people’s lives is priceless.
Surfing is a recent hobby of mine. To feel the adrenalin of riding a wave, of being completely peaceful when you are catching a wave or sitting out the back hearing nothing but silence is surreal. Another recent hobby which has taken me by surprise is target shooting. When you hit that target it’s very rewarding.
My idea of relaxing is keeping my mind and body active. I have a very active and curious mind and an insatiable desire to always be learning. Reading or listening to podcasts whether it’s philosophy, personal development, spirituality or business books helps me relax.
Physically speaking, practicing yoga keeps me feeling grounded and centered. Although admittedly I haven’t been to bikhram—aka the sweat box—in a while.