Marketing Solutions that work!

Adrienne McLean.com we work with small business owners and entrepreneurs to help them get booked solid with all of the clients they want.  And even more important, to be a client attraction magnet to keep the pipeline full and eliminate those sleepless nights worrying about cash flow.

It is not so hard to get clients – trust us, we will show you how.  Just as important as being booked solid, is figuring out how to serve your clients efficiently and effectively –without working 15 hours a day.
That’s where we come in.  Helping you with a system to market your services that works.  And working with you to develop the systems and process so that you can dazzle all of your clients while building your business to take on even more.
Marketing to raise awareness.  Processes and systems to help you delight your customers.  A winning combination.  We are ready to make that happen for you.

Guerrilla Marketing: The Pros and Cons

Guerrilla Marketing: The Pros and Cons

Guerrilla Marketing is and advertising strategy for businesses that have a limited budget. It requires highly creative thinking and it is a risk taking venture. However, if you are courageous and creative enough, guerrilla marketing can be highly effective to persuade customers to come to you.

Guerrilla marketing is performed exclusively on public places such as the streets or various shopping centres and consumers are expected to encounter them regularly. The aim of Guerrilla advertising is for the message to strike the consumer at a strong emotional level rather than through the subconscious like traditional advertising

Pros Toward Guerrilla Marketing

Grows Strong Word of Mouth

If a guerrilla marketing campaign is successful, word-of-mouth advertising will traditionally be used as a reaction to the marketing campaign. Word-of- Mouth advertising is an incredible concept for any marketeer to latch upon as consumers will trust and take advice from their peers.

Cheap and Easy

If you wanted to market through traditional media, you are spending thousands, if not, millions of dollars in advertising. With guerrilla advertising, the budget could be as little as the chalk you purchase as you illustrate your product on a wall or concrete floor.

Most guerrilla campaigns are also more timely than traditional advertising like television.

Creative Freedom

They say there is more than one way to skin a cat and the creativity of guerrilla advertising proves just that. There is a lot more emphasis on getting to the consumer hot spot by any means necessary (even though that might be a con!)  Guerrilla advertising is an area where creativity reigns supreme. So if you can get your audience into your unique, creative  ideas, you will go a long way

Cons to Guerrilla Marketing

Unclear message

Since guerrilla advertising is most often illustrative and subjective, you do run the risk of your consumers not understanding the message. There was one time when flashing circuit boards were used to promote an animation series called Aqua Teen Hunger Force. These circuit boards were mistaken by people as explosive devices and bomb experts removed and destroyed the circuit boards

Obstacles can Obstruct the Guerrilla Marketing Campaign

Isn’t it sad that someone would draw a chalkboard drawing on the ground, marketing your product only for it to be washed away from the bad rain the next morning? Well that can happen. Or if you planned to promote a product when there is a popular event on or a tragedy has struck. These things can happen out of your control and can prevent consumers from seeing your message.

The face of Authority

If you perform a guerrilla marketing campaign around unpermitted spaces, you may pay consequences if you are caught. Companys may face fines and removal of your guerrilla marketing campaign

Like all marketing objectives, you have to know your audience and find their hot spot (what motivates them to act) in order for a campaign to work. Guerrilla marketing is not different but it does give advertisers a different way to promote products. Those who are savvy and creative will greatly benefit with these campaigns, just make sure you follow the law!

Nelson Cumming is an enthusiastic business blogger with AdrienneMcLean.com with a keen interest in Marketing and PR.

Adrienne McLean DTM – SpeakersTrainingCamp International Instructor and the Founder of The Speakers Practice – Adrienne specialises at

The Speakers Practice helping clients to confidently deliver presentations for maximum impact for sales presentations, pitching to Investors, promotional presentations etc.

Adrienne has been training presenting to camera programs since 2012 and has been coached by Lou Bortone – US Video Marketing Expert.

You can contact Adrienne on adrienne@thespeakerspractice.com.au or ring on 0414 367 960.

The Rapture- You Can Advertise Anything

Advertising is such a funny thing, as far as I am concerned, you can market anything because there are people who are more than willing to believe anything.

If you have an idea for a product or service, don’t disregard the idea as unsellable because with the power of advertising and promotion, it could possibly be a hit.

If you have seen the “as seen on TV” advertisements such as the Sham Wow, the Snuggie and the Potty Putter, you can succeed in marketing an idea if your product is the right kind of stupid.

There has even been a marketing campaign based on the unbelievable…

This is when people were waiting for the rapture.

The Case

Harold Camping, a Christian fundamentalist, predicted that the rapture, the Christian apocalypse, would come on May 22, 2011. He spent millions of dollars on billboards, adspace on buses and there was even a rally formed under his influence that was used to disseminate his apocalyptic prophecy to as many people as possible.

One of his followers was Robert Fitzpatrick, who spent most of his life savings ($110,000) to help fund this campaign, creating his own flyers and handing them out to people. He also spent a lot of money funding his own book predicting the Apocalypse

On May 22, 2011, Robert Fitzpatrick went to Time Square (The most densely populated area in New York) and he got a lot of attention there, so much so, that it attracted media attention and news reporters wanting to capture the moment when the rapture was predicted…

…and of course, nothing happened. Initially, people made fun of him, Fitzpatrick was in disbelief that the prediction did not happen, but he was still humble and because of that, people stopped making fun of him and several believers came up to him and they were disappointed because they spent or gave away most of their money somewhere else. He said that he was sorry and there wasn’t much he could do as he was in the same position.

It was at that point where I realised that the story was no longer funny, it was actually quite sad.

The Take Home

What I did learn in this case is that the power of advertising knows absolutely no bounds. As long as there is someone who is willing to believe in something, there are many people that person can influence to believe the same thing. Even as many doomsday predictions happened before, there are still people who believe it and with advertising an self-promotion, you can transcend that unpopular idea into the mainstream world.

If a religious group can create that amount of awareness and interest over the apocalypse, what is really stopping any idea from potentially working? They were strategic in their campaign in spreading the message out and they got as much attention as they could have hoped for the idea and money that they had. The only reason they failed was because there was no end product (which was the rapture) for people to experience.

So if you have a wacky idea like a card game called “Exploding Kittens” or you have crazy ideas, think long and hard before disregarding them, there might be a multi-million dollar strategy, product, service or idea that is inside your very head right now.

Nelson Cumming is an enthusiastic business blogger with AdrienneMcLean.com with a keen interest in Marketing and PR.

Adrienne McLean DTM – SpeakersTrainingCamp International Instructor and the Founder of The Speakers Practice – Adrienne specialises at

The Speakers Practice helping clients to confidently deliver presentations for maximum impact for sales presentations, pitching to Investors, promotional presentations etc.

Adrienne has been training presenting to camera programs since 2012 and has been coached by Lou Bortone – US Video Marketing Expert.

You can contact Adrienne on adrienne@thespeakerspractice.com.au or ring on 0414 367 960.

What’s The Big Idea?

What’s The Big Idea?

In a business, it seems standard to have an idea of what you are selling, but the big companies know TO WHOM they are selling. It is very common for businesses to have a business goal or mantra on a website that says something along the lines of…

“We at (insert business name) are committed to giving the finest (insert product or service) by giving you hardworking professionals and quality of service. We help with (insert areas of value) that is what we promise to you”

That is a business goal, but in the marketing world, that is not the big idea. The big idea is generating an idea to a specific target audience that reminisces with them so strongly, that the idea can be carried for years and even decades.

So finding the big idea is incredibly elusive. That is because you have to be incredible at being both analytical and creative. The analytics involve understanding your consumer and the creative is finding a unique way in which you can market your product that resonates with consumers based on what you have analysed about their thoughts, feelings and behaviour.

You have to study your target audience and their lifestyle.

  1. What makes their day?
  2. What positive emotion do they feel is missing from their life?
  3. What negative emotion do they want to get rid of?
  4. When will they use the product or service?
  5. Why would they use the product or service?
  6. What things are competitors doing that you are not?
  7. How can you differentiate yourself with a unique selling proposition that hits customers to their very core?

After that, you have to get creative and present your product in a unique way that addressed everything that you researched.

Since your marketing depends on how your selected target audience behaves, you have dig deeper than demographics and stereotypes. You have to understand what it is at the heart of everything that they most desire. The whole aim for you as a business is to make your target audience believe that something is missing in their life and that your product is that answer.

A simple example is that a person wants running shoes, they go to Nike, why do they go to Nike? I don’t have that exact answer for you, but Nike does. So what’s the big idea? They know what drives their audience. You can argue Nike targets people that aspire to be great or want to have a fitter, more active and healthier life. They strive for the emotional desire for determination, success and the sense of accomplishment. Nike stimulates this in consumer’s mind better than New Balance, Reebock, Adaias, or any other shoe brand and that makes them the market leaders in shoes.

Note that I did not mention the quality of the shoe? That is because that is not the big idea. The big idea is finding what truly matters to people in a way that sticks to them and stays there.

How do you know that you have hit the big idea? You may make yourself a checklist on what attributes constitute a big idea, such as transcending cultural boundaries, and having positive word or mouth but most importantly, it must hit the consumer in a big and meaningful way.

The Big Idea is hard to find. David Ogilvy even said that he had only conjured up 10 big ideas in his entire advertising carrier, but if you find the big idea, your product will be remembered and influence your customers to repurchase your product for decades.

So what is your big ideas for your business?

Nelson Cumming is an enthusiastic business blogger with AdrienneMcLean.com with a keen interest in Marketing and PR.

Adrienne McLean DTM – SpeakersTrainingCamp International Instructor and the Founder of The Speakers Practice – Adrienne specialises at

The Speakers Practice helping clients to confidently deliver presentations for maximum impact for sales presentations, pitching to Investors, promotional presentations etc.

Adrienne has been training presenting to camera programs since 2012 and has been coached by Lou Bortone – US Video Marketing Expert.

You can contact Adrienne on adrienne@thespeakerspractice.com.au or ring on 0414 367 960.

About the programs we offer….

As Business Owners, confidently delivering relevant messages with quality, professional delivery will help you to build Trust with Potential clients , get their attention and get them interested to see how you can help them.

A confident presence will give you that big break you are looking for. Right now, you have the opportunity to develop those skills, practice them in front of an audience and then book those networking and speaking engagements that will assist you to generate sales leads.

I am the Principal at AdrienneMcLean.com & Founder of The Speakers Practice , we specialise in helping clients to confidently market and present themselves. We also assist with promotional tools eg business presentations, video, writing, podcasts and social media. We are the first company in Australasia to present the top-rating programs – BookYourselfSolid® and the SpeakersTrainingCamp® program.

During the time of being in a corporate role and working for small business, the importance of leadership , continuous improvement , marketing and product development was focused on. Delivering presentations in a confident manner and getting the message across was essential.

Today, we work with business owners and professionals helping with learning and developing marketing skills using the powerful marketing system BookYourselfSolid®, Presentation skills one-on-one, in front of a group and in front of a camera. By developing these skills, the owners and staff confidently present their ideas and the end result is building business by building connections.

Email me on Adrienne@thespeakerspractice.com.au or ring on 0414 367 960.

Specialties: Marketing Skills, Public Speaking and Presentation Skills training.Video Marketing, Understanding of Product Development and Continuous Improvement, Facilitation, Leadership.

Strategic Marketing to Make the Business Grow!

Let’s say you have started a business and it is starting to grow. If you are excited by this growth and you are thinking “No one can stop me” you are dead wrong.

Competitors know you exist. They have seen you grow and they feel threatened. They don’t want you to take their customers away and they will try hard to keep the customers just as much as you are motivated to take the customers away from them.

There are several strategies you can do to beat the competition. They are called:

1. The Flanker

2. The Fortress

3. The Expansion

Knowing when to use these strategies is the key to maximizing the chances of success.

Throughout these four strategies, I will be using car analogys

The Flanker.

Let’s say I run a retail used-car company and I have a competitor. The customers have diverse opinions on what is the best car to buy and my competitor sells used-Ford cars. This is where I would try to use the flanker strategy.

A flanker strategy is all about discovering a new gap in the market and penetrating it. This gap is more likely to be found if the customers have a wide variety of preferences. Instead of trying to climb the mountain of trying to sell Fords that your competitor capitalized on, you can attract the people who prefer Holdens.

It’s much easier to get the customers who have unmet demands than it is to get the customers who are loyal to competitors. That is because your competitor is probably using the fortress strategy.

The Fortress

If my competitor through “Hey, this (your growing) business has got a good idea selling all of these Holden’s. Let us try to take customers from him by selling Holden’s ourselves”

You may decide to buckle up and build your fortress of Holden’s

The Fortress, like any other fortress, is a strategy used to protect yourself from others. In this case, a fortress is used to protect your market share.

A fortress strategy is best executed if the customers have similar preferences and you have a strong influence on the market. I would only try this strategy if your growing business is up against a smaller growing business.

The fortress is is the most basic and commonly used marketing strategy for businesses that have established themselves in the eyes of their customers. However, if you want to further grow as a growing business you may want to try the marketing expansion strategy.

A fortress strategy is like defending your territory. It aims to sustain your market by constantly appealing to your current customers and dissuading them from joining a competitor.

If a company who sells Holden’s sees a growing competitor, the company who sells Holden’s will double down on their efforts and further increase customer satisfaction by adding new features (like increased car warranty, shinier tires, better steering etc.) to prevent their customers from switching to the competitor.

In other words: A business sees a competitive threat and responds by trying to keep their own customers from switching,

The Market Expansion

The market expansion strategy is the equivalent of jabbing and weaving in boxing. You are defending by attacking. It involves defending your share of the market by targeting a new market.

Say your used car company only sells Holden’s and you know that your competitor that has Fords will not let you in on the Ford market by using a fortress strategy. If he is too busy selling Fords and not letting you in on that customer base, you can go after different sets of consumers that have not been marketed to.

If your competitor has not targeted consumers who are into Kia’s, Mazda’s and Fiat’s, you can market to those people if the market is deemed large enough. Because of this, you have expanded your market. Even though you risk abandoning your Holden consumers, you may gain a whole new set of new consumers, increasing your presence in the market

The Bottom Line

These are just a couple of the strategies that business’ use every day in order to maintain a competitive advantage. To determine the correct marketing strategy, you must understand how these strategies will or won’t work based on the competitive landscape and the state of the consumer market.

Article Co-Authored by Nelson Cumming and Adrienne McLean.

Nelson Cumming is an enthusiastic business blogger with AdrienneMcLean.com with a keen interest in Marketing and PR.

Adrienne McLean is a BookYourselfSolid marketing coach who helps business owners to achieve their goals and keep them focused on achieving their goals. Adrienne offers BookYourselfSolid online and in person workshop as well as mentoring.  You can contact Adrienne on adrienne@adriennemclean.com  or ring on 0414 367 960.

Photo is courtesy of Shutterstock

Overcome Procrastination – How to Finish what you start

Taking massive action is what provides results.

For executing marketing strategies to promote and connect your business with prospects, constant, regular and major action is required to raise the profile of your business .

It is easy to fall into the cycle of perfectionism and put off doing the important tasks that will deliver results. Going into the self doubt pit and going around and around in circles.

Your offering doesn’t need to be perfect – it does need to deliver. Since you are an expert in your field, your programs will deliver but the fine tweeking can be left until perhaps the program is tested and you get some customer feedback. Perhaps, the feedback will be excellent and you don’t need to the tweeking anyway?! Have you thought of that?

Here are the top ten items to work through when you have identified your action list:

  1. Limit the number and be selective with the tasks.
  2. Think about resources – have you got the skills to be able to achieve the goals
  3. Workout a timeline of when you want the task completed so you can finish the task in a timely manner
  4. Quit being a perfectionist!
  5. Commit yourself, your time and focus on what needs to be done. Really committing to the task is essential.
  6. Know your purpose with the task and connect this with your end vision.
  7. Enjoy the journey, learn a lot and make it a positive experience
  8. Keep track of your progress
  9. Celebrate your victories and how far you’ve come!
  10. Assess at the end of the time allocated, if it is achievable and what you want.

There is a real sense of achievement when you get the tasks done and you see the benefits of the work. Making progress is the journey of  building a business. Just do the work!

Adrienne McLean is a BookYourselfSolid marketing coach who helps business owners to achieve their goals and keep them focused on achieving their goals. Adrienne offers BookYourselfSolid online and in person workshop as well as mentoring.  You can contact Adrienne on adrienne@adriennemclean.com  or ring on 0414 367 960.

Photo is courtesy of Shutterstock

How well established businesses can benefit from focusing on their marketing?

Ok, so your company has been running for a long time, you have a customer base and things seem to be ticking along. But are you earning as much as you want ?

After a business has been operating, there may be systems and procedures in place but times have changed dramatically over the past ten years – technology has changed, marketing methods have changed, social media has been introduced, the Yellow Pages are defunct but what is being  done to keep up with these major changes?

Old systems may not be working and inefficiencies are developed over time. Many innovations have occurred and now apps are taking over and competition to the more traditional methods.

So this is where a real evaluation of where the business is up to , importantly from a financial aspect but also a marketing view and even operational as new methods have come in here too.

By going through the process of creating a new marketing plan, some of the opportunities and threats will be identified. Also, whats working and what needs improving will be identified. Doing a SWOT analysis can save a company. Many businesses have had major hardship or are experiencing this  because of current changes – online businesses taking away market share, road parking restrictions coming in, the overseas manufacturing taking over, an incredible number of changes in all sorts of ways that do impact on business.

Looking at the distribution channels and incorporating the web and social media can be very helpful. The use of Adwords is taking the place of the Yellow Pages.

If you would like to do this yourself, the Australian Government have very helpful plans – the Australian Government Marketing Plan Template  and also the business plan template. Consider creating a 90 day plan and looking at what can be done in the next 3 months to build business.

When going through this,  evaluate the following questions :

  1. Is your branding still current ? Is your business easily identifiable and does it look modern and current? This is not only your stationery and website but also your building
  2. Have you got a client list that is easily integrated into emails and promotional software?
  3. Is your client list as strong as you really think it is?
  4. Are you using the most best distribution channels for your business ? Are you getting your message to your audience?
  5. Are your operational methods still current?
  6. Revisiting the business/ marketing plan annually is good practice – its at the end of the year – now is a good time!

By doing this analysis, you can develop a fresh look at what needs to be done to grow the business. A focus on getting more clients.

A Marketing Discovery Audit will help identify this activities to see how efficient they are and what is required to develop further.

You can ask those niggling marketing questions to help you with raising awareness of your business at the Business  Information Forum at Thyme Square Cafe , Florence Street, Hornsby regularly on Tuesday 9.00 – 10.30am – check for dates.  Adrienne McLean will assist the marketing questions using a powerful  and tested marketing system – BookYourselfSolid.  If you need assistance with your marketing and getting more clients then contact Adrienne McLean on adrienne@thespeakerspracticecom or ring on 0414 367 960.

Image courtesy of Shutterstock.

Accountability – Continuous Improvement program

Setting goals and focus is essential for getting ahead. With the support of One-on-One Coaching and our Continuous Improvement Strategy program, this will enable you to keep the focus on your business goals and get ahead. This mentoring program is especially suitable for Entrepreneurs and certainly can be implemented in corporate business.

This is a Continuous Improvement program to support you through the process of establishing and running a business. This program can be started anywhere during the business lifecycle.

Our 10 step process is based on the system developed by Dr Joseph M. Juran who headed the quality management movement in Japan. Juran urged management continually to pursue improvements by focusing on planning, control and improvement. Our 10 step program will assist you to identify and set goals, be supported through the improvement process and celebrate the successes of achieving the goals.

We utilise this 10 step Continuous Improvement program  with BookYourselfSolid® Marketing System, Quality Assurance methods, SpeakersTrainingCamp® and other specialities to assist you with moving forward with your business goals.

Our Accountability – Continuous Improvement Strategy program includes the following 10 steps :

  1. Identification of the Need and Opportunity to Improve
  2. Set goals for Improvement projects
  3. Organise How to reach those goals
  4. Provide Training
  5. Carry Out Projects to solve Problems
  6. Report Progress
  7. Give Recognition
  8. Communicate Results
  9. Keep Score
  10. Keep Momentum by Annual Review

Adrienne McLean has worked in the area of Continuous Improvement and Quality Assurance for many years. Adrienne is also a trained Facilitator. With her corporate and small business background, Adrienne will mentor you through the continuous improvement process. This program includes regular, proactive support, promotional opportunities if desired, training programs, and more.

Speak with Adrienne McLean on 0414 367 960 or email adrienne@adriennemclean.com

Sales Conversations

The ability to have sales conversations is really vital for all business owners. Confidently being able to have a conversation with the air in the room being comfortable and not “salesy” is essential.
The skills associated with well executed sales conversations do need experience and need to be said with a level of confidence. The key is you can only make sales offers that are proportionate with the amount of trust earnt.
This training gives the following:
1. Let Go of Limiting Beliefs and Say it with Confidence
2. Follow the BookYourselfSolid Paradigm of Sales
3. Learn the 4 Part Formula to a successful Sales Conversation
4. You learn the steps for not being a sleazy sales person and learn to be a valued, trusted resource.

Effective On Camera Presenting

Do you need video for your website?
Are you keen to learn more skills about presenting to a camera?
Do you want to maximise your impact on a video?

The Speakers Practice is pleased to offer the Presentation and Video program assisting Businesses to create professional quality video to connect with your customer.

This is a two step process so we can enable the presenter to deliver a high quality video performance.

In our “Effective On-Camera Presenting Skills” program, our guest trainer Tim Stackpool  and Adrienne McLean will guide you through training to assist you to become comfortable to present in front of a camera. You go through one on one training and practice your presentation for maximum impact.

Our “Connect with Your Audience by Video “ program will guide you to create a Professional Quality Video you will be proud to represent your business on your website or YouTube channel.

What do our clients say about The Speakers Practice Presentation and Video Workshop?

For more – see http://thespeakerspractice.com.au/presentation-and-video-program/