Let’s Talk Business MARKETING MEANS BUSINESS - Solutions for Small Business
Issue 02 February 2013
It is estimated that ninety percent of the population has committed a shoplifting crime at some point in their lives. Younger children will sometimes take things from a store because they do not understand the effects of shoplifting while others may lack self control. Teens account for fifty percent of all shoplifting cases. This population may also not fully understand the effects of shoplifting on themselves, other teens, adults, and the rest of society.
ARE YOU RISKING CRIME IN YOUR BUSINESS? Crime impacts 1 in 3 small businesses.
experienced by 1 in 3 small businesses.
Crime is the biggest threat to small business in Australia costing owners an estimated $3.9 billion a year according to a study by the Australian Institute of Criminology.
Shoplifting is one of the most common crimes affecting small business in Australia with an estimated loss of billions each year.
Also, a 2012 survey by The Insurance Council of Australia found that 17% of all registered businesses had no insurance and a further 17% were underinsured. A staggering 70% of uninsured and under-insured businesses affected by a major event such as a fire or a storm, do not recover. So, risk prevention and adequate insurance are essential. Research conducted by the Australian Institute of Criminology throughout Australia in 2011, found that crime is the most common incident
In addition, according to a recent National Retail Security Survey, the number one source of shrinkage for a retail business is internal theft. Some of the types of employee theft include discount abuse, refund abuse and even credit card abuse. Unfortunately, this is one loss prevention area that generally doesn’t receive as much monitoring as customer theft. Small businesses have called for tougher criminal penalties for former employees who steal or leak sensitive company information, as experts warned that millions in losses had arisen
from increased data theft since the global financial crisis. Figures from research firm Ponemon showed data theft has continued to be a major pain point for all businesses, with insiders – former employees or contractors – responsible for a third of all information breaches last year. These breaches were the result of either an employee’s negligence, or malicious attempts to syphon data from the business for personal gain. You can obtain your Business risk health check and risk information from ABBi Insurance Group. For your FREE Risk Management Guide to help you identify and evaluate the risks your business faces, please contact Dennis Chiron on 0451 184 599 for a free Business Safety Checklist.
Marketing Means Business 0451 184 599 Email: dennis@marketingmeansbusiness.net.au Web: www.marketingmeansbusiness.net.au
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Advertising - is there a Better Way? Some Tips To Make Your Advertising Work, from Dennis Chiron “Business is like a wheelbarrow. You can fill it with anything but nothing happens until you push it.” Advertising techniques are tools. The tools you use to attract attention, engage minds, trigger emotions, and change what people think. All of which can lead to sales. Or votes. Or clicks.
Using lots of words suggests you have
something important to say, and people will read as long as you retain their interest. This is the same way you read articles in a newspaper. You skip to the next article often before completing the current one because you have lost interest. Find a Unique Feature
Advertising techniques can influence behaviour across the spectrum of persuasive communications: direct mail, newspaper and magazine ads, commercial websites, radio and TV, even social media pages. You'll make more effective ads, faster, if you know which ad techniques work, and which work best. Having the right advertisement can sometimes, have people coming to your store, shop or office in droves. Preparing your advertisement often requires a great deal of thought, and SKILL. The Body of the Advertisement Offer this in the form of benefits from the customers point of view. Customers want to know What Is In It For Me (WIIFM). What will I gain if I go to the store or buy that service? Everyone knows that freshly squeezed orange juice makes you feel great and gives you get up and go. Firstly: Keep it simple, to the point and with a
benefit to the customer. If you use lots of words, break these
up with headlines.
subheadings,
or
mini
Find something which will makeyour
product/service appear different from the others on the market. If everything appears the same people buy on price. Appeal to a characteristic of the target
group you wish to read the advertisement; for instance, age or health, occupation. Try not to be a “me too” advertiser.
Everyone is advertising ..“mince”.. so why not me?. See if you can show how your ..“mince”.. is different, even in a small way, or how it can be used to make a greater variety of meals.
visit or take up your offer Offer
information on how to get the product, your name, address and phone number.
Perhaps
they need to cut out a coupon and post for more information.
Make
it easy for people to find and do business with you.
Make
Write your ad with a natural style. Don't try to be pretentious or over friendly. Just write it the way you'd say it. Decide who you're target audience is, and suit your language to your intended audience. The final sales pitch, when it comes, must have three specific parts: It must incorporate a good
deal; e.g. "40% off!" seven more days!"
This is where you ask the customer to
a map in advertisement will help.
find number 53, when no one has street numbers.
It must be urgent; e.g. "Only
Taking up the Offer
Perhaps
It is very frustrating trying to
the
sure you have a number on the front of the shop or location.
It must be risk free; e.g.
"Backed by a 90-day, noquestions-asked, money-back guarantee!" End by telling the reader what to do; e.g. "Ring now" or "Click here to order now for immediate delivery!" Needless to say, ordering details must be clearly visible and simple to follow. Cheers! Dennis Chiron Marketing Means Business 0451 184 599 dennis@marketingmeansbusiness.net.au www.marketingmeansbusiness.net.au
Marketing Means Business 0451 184 599 Email: dennis@marketingmeansbusiness.net.au Web: www.marketingmeansbusiness.net.au
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Geoff Butler FAIM AP, MAITD MACE Principal/Business Improvement & Implementation Specialist Business Optimizers Mobile: 0414 943072 Fax: 3036 6131 Email: geoff@businessoptimizers.com.au Skype: business.optimizers1
Corporate Psychopaths - Do you have one in your business? I first came across this term whilst watching an edition of the ABC’s Catalyst program and it really struck a chord with me. I guess most of us at some time or another have worked in an organization with someone who had an innate ability to ‘kiss up and kick down’, seemingly without the boss being aware of their actions. The important thing for us as owners and managers is to be able to recognize these individuals, and take action before they undo all the effort we have put into building a good corporate culture. After all they can appear to us to be highly motivated operators who get things done, and are therefore much more likely to be rewarded than removed.
So what is Psychopath?
a
Corporate
Robert Hare, a Professor from the University of British Columbia is thought to be one of the first to use the term in an address to the Harvard Business School, when he compared the similarity of some of the personality traits of the heads to some of the world’s largest corporations to those of serial killers and other kinds of violent criminals. It seems that around 1% of the general population isn’t burdened by conscience. Given that our general prison population is less than this figure, and would include a significant proportion who are incarcerated for other reasons such as substance abuse, it is reasonable to expect that many will be found in
the business world. Indeed they are likely to excel there. In general, psychopaths have a profound lack of empathy, but possess an astounding ability to fake it. They seduce their victims with charm that masks their true nature as pathological liars, master con artists, and heartless manipulators. Easily bored, they crave constant stimulation, so they seek thrills from real-life ‘games’ they can win – and take pleasure from their power over other people. “These are callous, cold-blooded individuals,” Hare said. “They don’t care that you have thoughts or feelings. They have no sense of guilt or remorse.” You’ll find them in any organization where, by the nature of their position, they have power and control over other people and the opportunity to get something.” Organizational chaos provides both the necessary stimulation for psychopathic thrill seeking and sufficient cover for manipulation and abusive behavior. Hare contends that the lack of remorse or guilt; shallow affect (a coldness covered up by dramatic emotional displays that are actually play-acting); and failure to accept responsibility for their own actions. Sound like anyone you know? The damage this type of person can do to your organization is enormous,
both in terms of staff retention and in dealing with your clients. The unfortunate thing is that you as the business owner will probably not know and will find them to be both charming and a high performer, at least until you become their next target. Indeed, you’ll probably find yourself promoting them ahead of their peers. How can I avoid the fallout? In the end it’s all a question of risk management, and I don’t really think we can completely eliminate the possibility of ending up with a corporate psychopath in our team. However, I think there are three major actions we can take to minimize the risk: The first is to use tools such as psychometric testing prior to appointment, to minimize the risk and potentially inviting one of these individuals into the fold, particularly into a position of influence. Secondly, 360 degree feedback mechanisms may assist to highlight emerging concerns amongst team members and fellow workers; and Thirdly, if corporate psychopaths thrive in organizational chaos, having in place a strong philosophy of structure, systems and measurement may well be you best defence against firstly attracting them, and secondly retaining their interest. Remember they are easily bored and crave constant stimulation, so I if you demand constant accountability and performance against all the objectives of your business, they may seek out an easier target. After all, there are plenty of other businesses out there that might not be as organized as yours. *
Marketing Means Business 0451 184 599 Email: dennis@marketingmeansbusiness.net.au Web: www.marketingmeansbusiness.net.au
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WE ARE A NATION OF CAFFIENE ADDICTS
Ron Court OH&S Advisor 0419679619 roncourt@aapt.net.au
Did You Know . . . . that Australians consume more than 2,400 million cups of coffee each year? And that coffee is the world’s second most traded commodity behind oil?
WORKPLACE HEALTH & SAFETY Employer’s Obligations Under occupational health and safety (OH&S) and new work health and safety (WHS) legislation, as an employer, you are obliged to provide:
safe premises safe machinery and materials safe systems of work information, instruction, training and supervision a suitable working environment and facilities.
Complying with these duties can prevent you from being prosecuted and fined, and help you to retain skilled staff. Workplace health and safety authorities in each state and territory and Safe Work Australia have responsibilities for enforcing the OH&S legislation. They provide education, training and advice on health and safety at work. You can get information about your OH&S obligations and other valuable OH&S resources both in hard copy and online from their websites. Please note that legal obligations of employers vary according to circumstances. You may wish to seek independent legal advice on
what is applicable to your situation. “Office Politics:
As a business owner you can access a range of information to assist you meet your obligations or remain informed about workplace health and safety issues that may affect you such as:
what you know, it’s who
Managing risk
“One fellow who takes a
Workplace incidents
helluva lot of interest in
Workplace obligations
rights
Resolving an workplace
issue
Health professionals
Small to medium enterprises program
Medium sized business initiative
and
It’s not who you are or
his work is the money lender.”
at
the
For Example; The Small to Medium Enterprise Program provides free, easy-to-use services to help you manage health and safety in your business. For more information on this excellent program visit: http:// www.deir.qld.gov.au/workplace/ businesses/small-mediumenterprises/index.htm
“Some of the world’s greatest achievements were accomplished by people not smart enough to know they were impossible.”
“There are no speed limits on the road to excellence.”
Marketing Means Business 0451 184 599 Email: dennis@marketingmeansbusiness.net.au Web: www.marketingmeansbusiness.net.au
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Paul GILLMORE DFS Founder and Director Southern Cross Financial Services 07 5429 5561 paul@sc-fs.com.au
Don’t Look now . . . . Australian Shares are improving ! It’s happening right now, Australian shares are performing very well ! After several years of volatile returns, Australian shares returned nearly 14% last year. But people are generally still fearful after the Global Financial Downturn of 2008. March 2012 will be the fifth anniversary of the bottom of the share market and a lot has happened since then, so should you buy Australian shares? You might like to consider it and speak with your adviser. “I don’t know which shares to buy?” – I hear you say. Individual shares can go up and down in price because large institutional investors can make millions by buying hundreds of millions of a company share and then selling quickly when the price improves by only a small percentage. Hence, short term traders love volatility. But as mum and dad investors, how do we save ourselves from
being caught up in this volatility cycle? Or more importantly, how can we get it right? . . . It seems so complex !
DIRECT MAIL SET TO BECOME MORE TARGETED he Australian Family Lifestyle Survey, which has been delivered to 33% of Australian households, will enable direct mail companies to target their message better than ever. The survey is being conducted by CustomSelect, a division of GeoSpend, which is 50% owned by Australia Post.
Well, why not use a professional Recipients of the survey are fund manager? being encouraged to respond They are usually highly qualified to the questionnaire, which and spend all their time includes questions on buying habits, by the inducement of a researching markets. $150,000 sweepstake. They usually specialise e.g. infrastructure, commodities, Australian, International Shares, GeoSpend is likely to use the currency etc. These managers resulting information to mount are much better placed to make a serious challenge to all other marketing mail educated judgements on what to direct companies, in terms of the buy and sell than most. collected data, which when “How do I find a good fund analysed, will assist the manager?” Like everything, there company in knowing exactly are good and bad ones. The what the consumer will buy simple answer is ‘Quality through direct mail, when they Research’. But where do you get will buy, and how much they quality research? will spend. Your financial adviser has access to research on hundreds of managed funds. That way you The golden rule for every can invest in good Australian business is this: “Put yourself companies without the stress in your customer’s place. and worry of having to work it out Orison Swett Marden by yourself.*
Marketing Means Business 0451 184 599 Email: dennis@marketingmeansbusiness.net.au Web: www.marketingmeansbusiness.net.au
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KEEP IT LOCAL Business Working Together BRIBIE BETTER BUSINESS INC. “Aspiring to achieve a Combined, Progressive and Dynamic Culture for all Local Businesses� Proudly supporting our Members and other Local Businesses
Marketing Means Business 0451 184 599 Email: dennis@marketingmeansbusiness.net.au Web: www.marketingmeansbusiness.net.au
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