Business Resource & Lifestyle Magazine Issue #64 - April 2014

GWP M a g a z i n e s

S YD NEY

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BUS I N E S S

SYDNEY - ISSUE 64 | APRIL 2014

M A G A Z I N E

S I N C E

2 0 0 5

Abbott Government Needs to Unshackle Our Economic Potential Page 14

Impression Management – What is it and why is it important?

Page 24

The Online Marketing and Sales Process (B2B) Page 28

A life of Exploration in the Hunter Valley...

Surveyor George Boyle White

A D V E R T I S E H E R E & P R I N T Y O U R B U S I N E S S C A R D S , F LY E R S A N D B O O K L E T S F O R F R E E * Business Resource & Lifestyle | Issue 64 | April 2014

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Editor and Publisher: Dmitry Greku Cover Story: Adrian Payne Contributing Writers: Charlie Lynn Angry Anderson Daniel Moisyeyev Stephen Ryan Erin Adams Adrian Payne

Stephen Frost John Chedid

Art Director: Svetlana Greku Executive Officer: Daniel Moisyeyev Director of Public Relations: Angry Anderson Cover Design and Cover Story Layout Xabier Goñi, XDesigns Photography: Francesca Surace, STILZ Fotografika Printing: Pegasus Print Group Business Resource & Lifestyle Magazine® is published by GWP Media® and GWP Magazines® ABN: 82 096 352 064 www.gwpmagazine.com.au Office Address: Unit 31, 7 Hoyle Avenue, Castle Hill, NSW 2154 International Standard Serial Number ISSN 1837-199X Advertising Enquiries p | 1300 889 132 e | info@gwpmagazine.com.au To Subscribe w | www.gwpmagazine.com.au Cover story is edited from text prepared by The Royal Australian Historical Society

Copyright GWP Media® and GWP Magazines® 2011.

The opinions expressed in this journal do not necessarily reflect and are not to be regarded as the official opinion of the editor, publisher or their agents.

All information contained within this journal is provided for general information purposes only and on the understanding that none of the content herein constitutes professional advice. The editor, publisher or their agents accept no responsibility for any claim, loss or damages arising out of or in connection with any materials contained in this journal. Readers should not rely on the publications in the journal and seek appropriate professional advice in respect of their own circumstances.

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Business Resource & Lifestyle | Issue 64 | April 2014

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Business Resource & Lifestyle | Issue 64 | April 2014

CONTENTS

CONTENTS 16 18 Cover Story 8 A life of Exploration

in the Hunter Valley ...

Surveyor George Boyle White Adrian Payne

Regulars

LOCAL GOVERNMENT

28 SOCIETY & LIFE

16 The Hills Shire Council - Here 32

to Serve

Left of Centre Angry Anderson

The Hills Shire Council

18 A Very Exciting Period for

Parramatta and Western Sydney John Chedid

Features

20 On the Job Training Pays Dividends Stephen Ryan

BUSINESS ADVICE

24

EDITOR’S LETTER

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22

Democracy in the Twenty First Century Dmitry Greku

LEADERSHIP

14 Abbott Government Needs

Discovering Leadership,

What Makes a Great Leader?

Erin Adams

28

Impression Management – What is It and Why is It

Important?

Stephen Frost

The Online Marketing and Sales Process (B2B) Daniel Moisyeyev

to Unshackle Our Economic Potential Charlie Lynn

Business Resource & Lifestyle | Issue 64 | April 2014

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EDITOR’S LETTER

Democracy in the Twenty First Century Dmitry Greku, M. Sc. - Editor and Publisher - GWP Magazines®

Lately I have been thinking seriously about the future of our country and possible developments on the worldwide political stage. And these thoughts are not of the happiest kind – I am rather concerned I have to admit.

Twenty-first century democracy has turned into an ugly beast and it ain’t getting any better-looking as things progress!

Europeans and the rest of the developed and democratic alliance of First World Countries.

It was not such a long time ago that the US claimed to posses enough evidence that Iraq had a massive arsenal of weapons of mass destruction. They quickly decided that they had the right to start a war without expending too much diplomatic effort to try to avoid it. There were mass condemnations, warnings, sanctions and requests to surrender all chemical weapons and other weapons of mass destruction. Please don’t get me wrong, I’m not a supporter of Saddam – I’m just not a supporter of wars.

What was disturbing for me back then was the fact that we were only shown 3D models (cartoons) of bunkers and mobile devices with laboratories, missiles and other evils happening in Iraq. Supposedly, Iraqi people were screaming for freedom and democracy. If they wanted a democracy, they’ve got it!

Have you ever asked yourself why western governments only condemn and never act on North Korea? All this rhetoric about abuses of human rights there, never comes to anything … there’s never any action. Take a moment to think about this...

They are not screaming too much anymore. A lot of them lost their lives. The rest can’t be heard because of the sounds of cannons firing, rockets flying, buildings crashing to the ground in clouds of dust, human bodies bursting into millions of tiny pieces…the bodies of suicide bombers and thousands of democracy-hungry (or so they thought) citizens.

Later there was the Arab Spring development, looking like another much bigger and better organised blood-bath. But all these events were somewhere “over there”, not here, not with us.

I mean ‘not in our back yard’ for Australians,

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Business Resource & Lifestyle | Issue 64 | April 2014

As we are all aware, Australia is ‘the lucky country’. Now the degree of our luck is even higher due to our isolated geographic location.

Recently (the wheels were actually in motion many years ago) American and European democracies took on another project … turning Ukraine into a ‘real democratic state’. This time it was a great mistake.

During the last few years the US has invested five billion (!) dollars into the so-called democratisation of Ukraine.

Yet all Ukrainian elected governments are getting progressively worse, but surprise-surprise, there had never been a war there after the collapse of the Soviet Union, until ‘democracy’ arrived.

We’ve seen appearances by John Kerry and John McCain shakings hands with people wearing Nazi insignia, Victoria Nuland has been handing out cookies to people on the streets of Kiev… It’s not easy to follow.

So what is the real story? Peaceful Ukrainian demonstrators started their protests against President Yanukovych several months ago. But it was not enough for Nazi radicals, who began riots four weeks ago which quickly escalated into a small scale civil war with the use of firearms.

A hundred civilians are dead, about twenty law enforcement personnel have been killed and a thousand wounded and burned. Even in the opinion of European ministers and members of the EU Parliament, those protesters were killed by their own leaders with the intention of

deepening the crisis. The new self-proclaimed Nazi government prohibited the use of the Russian language (the language which is used by more than 50% of the population), members of parliament are calling to start hanging those who do not agree with them… they have brought the country to breaking-point, now they have lost Crimea. Radicals who were robbing banks and looting buildings have been enlisted to become troops in the new National Guard. Kids are not allowed to play Tchaikovsky or Mussorgsky, because they are Russian composers. This is only a tiny part of what has come about as a result of this “democratic processes” with a Nazi face.

The events of the last five weeks has demonstrated something that not one of the “investors” could ever have foreseen, even in their worst nightmares.

As for Australia, we need to choose our friends wisely and consider friendships by observing what our ‘friends’ do, not what they say.

Have a great day. Take care of yourselves and your clients. G

e | editor@gwpmagazine.com.au

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Business Business Resource Resource && Lifestyle Lifestyle || Issue Issue 64 64 || April April 2014 2014

GREAT AUSTRALIANS

A life of Exploration in the Hunter Valley...

Surveyor George Boyle White

by Adrian Payne

G

eorge Boyle White sailed into Sydney Harbour, on the 7th of January 1826, on board the Cawdry.

Once before he had sailed into this welcoming deep-water anchorage in 1819 as a junior officer in the navy of the East India Company in which he served for seven years as navigator.

He had witnessed life in the colony and observed the benefits bestowed on free settlers. With his return he expected he would be granted land and allocated convicts to do his domestic and farm work for little more than their keep.

White had social status but little wealth. In an industrialising Britain, class was no longer an assured stepping-stone into a comfortable living so young men like him often sought a military career. He had chosen to go to sea but now sought a more settled life hoping he could step into colonial life as a landowner. As it happened, he took up a career more suited to his talents than farming.

In his diary George Boyle White tells us that his parents were from different religious

denominations. He had forsaken the faiths of either of them and had become a critic of church dogma of whatever denomination. He laments: “I had no friends on my father’s side for he was protestant. I had no friends on my mother’s side for she was catholic!”

Soon after arriving in the colony George Boyle considered an offer to serve as navigator on the ship, HMS Success which was about to undertake a marine survey of the Swan River region. He declined. It seems the salary was no match for his navigation skills, he was sensitive to any slight on his professional standing. He turned his back on a marine career and sought one on terra firma and working voluntarily with a leading surveyor, Henry Dangar, he gained the skill to work as a land surveyor.

Business Business Resource Resource && Lifestyle Lifestyle || Issue Issue 64 64 || April April 2014 2014

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PROUDLY PRESENTED BY a vast open space bathed in fresh air and sunshine. However, there were boundaries, albiet unmarked by surveyors’ pegs but recognised and acknowledged by Indigenous inhabitants.

Early in his career White worked mostly in and around the Hunter Valley surveying not only many of its towns but the river itself. Today the area is still largely unspoiled while also supporting a world-standard wine industry, an equally worldrenowned equine breeding and training district, a rich source of black coal and agriculture. But in the early eighteen hundreds George Boyle White was out there with his theodolite. On some of his surveying trips he was accompanied by Major Thomas Mitchell, who had replaced John Oxley as Surveyor General. Mitchell appreciated White’s surveying abilities especially his navigational skills and endurance in the field. A working relationship developed between them, it was one of mutual respect but never without its tensions.

Surveyor George Boyle White

On the 1st of February 1827, Surveyor General, John Oxley appointed White to a position of assistant surveyor. Oxley no doubt sensed the stamina White had to withstand hardships of the bush that surveyors endured. White joined a small team of government surveyors given the impossible task of keeping up with a growing number of settlers squatting on the land they coveted.

To the European eye this was a vacant country without boundaries begging to be possessed by those who could put it to profitable use,

White is best remembered for his surveying of the town of Maitland on Wallis Plain, according to Mitchell’s plan, it was begun in 1829 and was worked on over the next decade. White also surveyed the towns of Gosforth, Muswellbrook, Newcastle, Paterson, Raymond Terrace, and Rothbury.

George married Maria Greig Mudie at St Phillip’s Church in Sydney on the 17th of June 1830. They had their honeymoon at Tempe on the Cooks River and Maria’s father, James Mudie petitioned Governor Darling for a land grant for his daughter.

She was granted property she called, ‘Mirannie’, located on a tributary of Glendon Brook, north of Singleton in the Hunter Valley.

White aspired to own land on the Hunter River where he and Maria could build a homestead.

About this time Paymaster, Captain George Green, was assigned to a post in India . The captain wanted to leave a legacy for his family in case something untoward should happen to him while serving in India. Green and White saw that they could help each other and jointly purchased three hundred and twenty-five acres of land downstream from Singleton, not far from Castle Forbes.

White set about building a homestead on the land which he named ‘Greenwood’. Building took over a year and was finished just in time for the arrival of their first child, Henry O’Sullivan, born on the 11th of November 1831. He tallied the cost to be £579.10.4. It was completed on 18 October, so the family moved into ‘Greenwood’.

When he first setted in Sydney, White would have gazed with a navigator’s eye into the blue mist shrouding the mountains skirting the coastal plain and wondered what lay beyond. At that time only one outpost, Bathurst, was connected by a rough track to Sydney. Soon he would have an opportunity to glimpse what lay beyond those blue mountains. Towards the end of his first year as assistant surveyor, White joined a party led by Major Mitchell, to determine a line of road passing around Mount Victoria to Bathurst.

Thomas Mitchell was asked by the Acting Governor, Colonel Lindesay, to advise on a possible expedition to search for a northwardflowing river that had been rumoured. The imagined river came to be known as the Kindur.

Mitchell was only too willing to lead an expedition in search of it. The Acting Governor Lindesay

Plan of the River Hunter from Port Hunter to the Falls at West Maitland, 1844, by George Boyle White, from the University of Newcastle, Cultural Collections.

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Business Business Resource Resource && Lifestyle Lifestyle| Issue | Issue 6464| April | April 2014 2014

GREAT AUSTRALIANS approved the venture and Mitchell appointed White second-in-command.

White’s relationship with Mitchell is a recurring theme in his journal. He never felt particularly comfortable in Mitchell’s presence because of ‘something extremely overbearing’. White liked talking things over, but Mitchell simply issued orders in the manner of an army major. Travelling can be pleasant but not, complained White, when it is “subjected to the petulance or caprice of one who may study to make you feel the power they have officially over you”. Once, when arriving at their encampment, both men let loose their horses to drink at a nearby creek. Thereupon Mitchell commanded White to tether his horse immediately: Boyle wrote in his diary: “and never to let me (Mitchell) see him untethered while in my encampment! to which I replied his horse is untethered and I received the following ‘courteous’ answer: “that his horse should

be untethered when and where he likes, but at my peril, not to let mine loose! he reminded me that he was Surveyor General, leader of the expedition and I was Assistant Surveyor... I should therefore obey his orders” As they approached their journey’s end Mitchell departed for Sydney leaving White in charge. He was once again his own master “no longer dictated to on the most trifling matter” yet somehow he felt some regret since they had come to agree “as well as two individuals can, of such opposite temperaments”.

In his report to the Colonial Secretary, Mitchell said of White that “he was an accurate and indefatigable surveyor and being acquainted with the methods of observing the stars I took him into the interior where he was most useful”.

When working close to home White took every opportunity to cultivate the Greenwood estate. He spent upwards of a thousand pounds improving the house and fencing and developing the farm and vineyard. George and Maria would have rubbed shoulders with the ‘exclusives’ of the day but they were unlikely to have qualified as one of them. Exclusives had connections with people in high places in the colonial service back home, or were among the ‘respectables’ of the colony, those eligible to be invited to dine at the governor’s table.

Now personally well known as a surveyor, White was highly regarded and invited to join a number of public committees. In 1836 he was appointed a Commissioner of Crown Lands and invited to join the Patriotic Fund Committee. He became a member of the Patrick Plains District Committee of the Australian Immigration Association, which lobbied for the indenture of low-wage overseas workers to replace convicts once their transportation to the colony ceased.

Though White was publicly active and not averse to voicing his opinions in letters to local papers, he remained very much a person unto himself. He seemed inclined to confine his harsher judgements of those around him to his diary. When feeling offended he could write a scornful self-righteous letter. At times he felt emboldened to speak out.

In March 1838, he questioned the judgement of a Port Macquarie magistrate and was suspended from his position of Assistant Surveyor until “the pleasure of the Secretary of State is known”.

His considerable contribution to the development of the Hunter region finds passing mention in diverse publications. The diaries he wrote from 1843 until a few months before his death in 1876

Greenwood Homestead

Business Business Resource Resource && Lifestyle Lifestyle| Issue | Issue 6464| April | April 2014 2014

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PROUDLY PRESENTED BY

Moorebank Private Vineyard Estate

tell of the trials of a colonial surveyor. They also reveal something of the life of colonial gentry in the Hunter Valley away from its hub in Sydney. His family relations would seem to have been unhappy ones though we are given only the father’s version.

He was fond of reading classical literature and filled notebooks with quotations. In the privacy of his diary he was intent upon casting himself as a tragic figure wronged by progeny, friends and society alike.

If White felt neglected by society his wide social circle suggests he must have kept his feelings largely to his diaries. But even in his diaries, as well as gloomy reflections, he describes convivial home visits of friends and philosophical discussions with others including ministers of religion though he took pleasure in referring to God with mock reverence.

White’s conservative outlook made him dismissive of almost any kind of political reform. He condemned the granting by the Colonial Office of a new constitution for New South Wales which allowed universal suffrage, saying “responsible government and universal suffrage has thrown all patronage into the hands of scoundrels, mob leaders, stump orators and fellows who will do anything but honest work’.

White’s interest in land went beyond apportioning it to others. He aspired to acquire it to the limit

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Business Business Resource Resource && Lifestyle Lifestyle || Issue Issue 64 64 || April April 2014 2014

of the finance available to him. The 1830s were prosperous times. In the closing years of the 1820s the colony had suffered drought and depression but after 1831 the economy thrived and the next eight or nine years were the most prosperous the colony had ever seen. Imbued with the optimism of the 1830s White acquired property at Lochinvar and land adjoining Maria’s property, ‘Mirannie’.

He accumulated large debts in order to develop Greenwood and Mirannie into flourishing farms.

The beginning of the 1840s saw wool prices declining and the value of the White properties and livestock dropped drastically. A depressed economy meant less work for surveyors in Hunter Valley and White was deployed to Sydney where

GREAT AUSTRALIANS he surveyed the reserve in the village of Waverley.

In 1844 White was made redundant and went into private practice as licensed surveyor of the North Hunter River. He now had to rely on whatever surveying work came his way. In March 1844 he sold off some of his cattle, sheep and horses to pay off his debts but it was far from enough to meet the claims of his creditors. He was forced to sell his farms at Greenwood and Lochinvar and his land alongside Mirannie.

Mitchell put some work his way. George was able to pursue his special interest, the study of the rivers, surveying in detail the length of the Hunter River from its outlet at Newcastle to the west of Maitland as part of a program to dredge the river. At times the only available work took him far afield. In 1847 Mitchell gave him the broad mission of proceeding “over the dividing ranges between eastern and western waters to start the feature survey of that part of the colony, that is, to traverse the water courses and ranges that they may be charted”. It was essentially

his wife, Maria, and living in Maitland, he went into partnership with M. de Courcy Nagle offering civil engineering and surveying services.

In April of that same year Maria, only 45 years old, died.

Despite his doctor’s pessimistic diagnosis of liver disease and ‘bush scurvy’, White went on in retirement for another twenty years, he made his last diary entry on the 1st of October 1875.

“I had a visit from Mr Sims and a long chat, I find him a much pleasanter man than I thought.

Sandalyn Wilderness Estate

Despite being declared insolvent in 1847 and losing his farms, White seems to have weathered his misfortunes with considerable fortitude. He continued to tend the house garden of Greenwood with the same care as before. In the midst of his financial woes he occupied himself: “grafting the vines of the centre walk with some of my best table grapes, this will spoil the trellis for the next year but the following year will amply repay us with grapes” he wrote.

unknown territory then, except for some squatters, their stockmen and shepherds.

By the early 1850s White began to contemplate retirement. He was becoming disillusioned seeing before him only ‘slaving away’ for little thanks. On the 1st of July 1853, White retired after being diagnosed as having liver disease and ‘bush scurvy’. Two years later he was granted a pension. In 1856, now separated from

I had a long outdoor talk with McGregor... he knows all the notorious fellows I knew on the other side of the country 40 years ago.

George Boyle White’s last months were spent with his son Henry at Double Bay in Sydney. He died in his 74th year, on the 25th of May 1876.

He was buried at Rookwood cemetery in Sydney, without religious rites ... no doubt as he wished it to be. G

Business Business Resource Resource && Lifestyle Lifestyle || Issue Issue 64 64 || April April 2014 2014

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LEADERSHIP

Abbott Government Needs to Unshackle Our Economic Potential The Hon. Charlie Lynn - Member of the Legislative Council

The most important job in NSW is the job of Government. Get that right and the potential of the state will be unleashed. Get it wrong and we are destined for a state of dependency.

Recent closures and lay-offs in our manufacturing, car and airline industries are symptoms of significant changes within our economy. They are the result of more than a decade of wall-to-wall Labor Governments wedded to big unions and Green alliances.

During this period Labor replaced the failed concepts of communism and socialism with a new ideology of environmentalism. New terminologies such as ‘global warming’ and ‘climate change’ were invented to warn of empty dams, melting icecaps and waterfront properties at Katoomba-by-the-Sea. Our natural economic advantages of cheap coal and uranium were neutered by uneconomic windfarms and solar landscapes because they were seen to be ‘environmentally friendly’. A Carbon Tax was instituted to redistribute wealth from industry and commerce to the non-productive sector.

Key decision-makers in the Labor-Green alliance masquerading as a government were referred to as watermelons – green on the outside but still red on the inside. Their hatred of capitalism runs deep within their ideological DNA. We are now seeing large energy dependent industries closing down and moving offshore.

Some will go to countries who import the coal and uranium our industries are not allowed to use.

Pensioners and the working poor are collateral damage in this insidious war against capitalism because they can no longer afford to switch on their heaters and air conditioners.

During Labor’s reign billions of taxpayer dollars that should have been directed towards the infrastructure necessary to resuscitate our economy were diverted towards madcap pinkbatt schemes, building revolutions and the welfare of boatloads of illegal immigrants intent on gate-crashing our welfare systems. And another billion dollars funds the ABC to tell the

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Business Resource & Lifestyle | Issue 64 | April 2014

world what heartless bastards we are.

And while all this was going on Labor’s mates were creaming off millions as they rorted the system to enrich themselves. Union thugs and spivs ransacked their own members’ on highclass escorts, visits to upmarket brothels, holiday homes and overseas trips. Union heavies now use enforcers from outlaw motorcycle gangs to cream billions more from the construction industry.

As a result the great Australian dream of home ownership is out of reach for many young couples in Sydney’s west.

In Parliament the Labor-Green Alliance recently voted to waste another million dollars of taxpayer funds to try and ambush Westconnex – the largest transport project in Australia which will finally link our Western Sydney motorways with the CBD, the airport and Port Botany. This will be the greatest job generator of our time – but it won’t be if the mob that created the mess we experience on the M4 and M5 every day is successful in their attempt to ambush it It is ironic that whilst our jobless figures are rising there is an abundance of job opportunities for those who want to work, particularly in the hospitality industry. The only impediments to this growth market are big unions who impose impossible penalty rates and pathetically weak governments who let them get away with it. As result it is often uneconomic for small cafes and retail shops to open on public holidays and very difficult for desperate young people to get casual work.

Recent decisions by the Abbott Government to cease funding uneconomic business enterprises are a welcome sign of a new direction for commerce and industry. Car manufacturers and Qantas have been union protected featherbeds for decades. The reality of high prices, lower productivity and international competition have resulted in large scale job losses as industries scale down, close down or move offshore.

A necessary first step to unleashing the power of our economic potential is to expose the scale of corruption and collusion between big business, big unions and organised crime in the construction industry. It is so massive and so

entrenched that it will take a Royal Commission to shine a laser beam up their collective orifices.

The ICAC inquiry into disgraced Labor Ministers Eddie Obeid and Ian McDonald will be a mere entre for the main course a Royal Commission will serve.

Bill Shorten, his union cronies and his Green sympathisers have good reason to be very afraid.

The current rorting of the Disability Support Pension also needs to be reined in. We currently have 832,148 disabled Australians – more than double the combined rate of casualties in World Wars 1 and 2. There is something wrong with a system that allows able bodied gangsters in organisations such as Brothers 4 Life to drive luxury imported cars and draw a disability pension.

Deloitte Access Economics have revealed the Abbott Government could save $2.4 billion over four years by limiting increases in this scheme to inflation. We can only hope they will use such savings to provide tax relief to the income generating sector i.e. business and commerce.

One other statistic should also act as a wake-up call for Government to get unions out of the way of business productivity is a comparison with our closest neighbour, Papua New Guinea. They have a population of seven million with a projected growth rate of 2.2 per cent as compared to our 1.6 percent and an economic growth rate of six per cent predicted for 2014 – more than double our rate of 2.8 per cent.

Whoever thought we might one day become an aid recipient from a third world country? G

For more topics and to contact Charlie Lynn, please visit www.charlielynn.com.au/blog.

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1300 BARTER bartercard.com.au Business Resource & Lifestyle | Issue 64 | April 2014

15

LOCAL GOVERNMENT

The Hills Shire Council Here to Serve Your local Council is more than just roads, rates and rubbish. The Hills Shire Council is here to serve, and below are just some of the things you may not have known you can access through Council.

Environment Looking to save on business costs? Council has a business program called ‘Smart Enviro’ that can help you save on your water, energy and waste bills.

Small to medium businesses can access a range of information and resources to help reduce costs and waste. Your business may also be eligible for a series of free assessments and reports that will help you identify savings opportunities. See the opposite page for more information or visit Council’s website, click on the Business and Industry tab and select ‘Business Sustainability Advice’.

Business Council’s Economic Development team supports the community by offering business support and advice, as well as a range of business workshops.

The new Smart Start business workshop series is designed to help local business owners get the best from their business. The New ‘Get Smart’ series includes Smart Start, Smart Home, Smart Digital and Smart Marketing. Each workshop is tailored to the needs of new and existing businesses to better understand and target to their niche markets.

As well, a free one-to-one business visit with Council’s Economic Development Officer can provide you with an opportunity to discuss your business needs and gain access to a range of demographic and economic information to assist you with business decisions. Council’s website also has a dedicated section for businesses – accessible by the ‘Business and Industry’ tab on the home page - packed with information and useful links.

You can also subscribe to the Sydney Hills Business e-newsletter to receive monthly updates.

Duty Planner Are you about to sign a lease on new premises? It might be well worth your while talking to Council’s Duty Planner to find out whether what you would like to happen in your new space is allowable, and if there are any issues with building alterations that have been carried out previously, that you should know about up front.

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This is a free service, and can help you avoid making costly errors. Call customer service on 9843 0555 to make an appointment.

Food businesses Did you know food businesses can download a range of free resources from Council’s website?

As well as advising about how food businesses must comply, you can access a free Food Safety Training Manual, hand washing poster, cool room poster and safe temperatures for food poster.

‘Your Kitchen Rules’ is a handy newsletter full of hints and tips for food businesses. Visit Council’s website and find this information under the Planning and Development tab.

Hills Certifiers Hills Certifiers provides personalised building certification services in the Hills Shire Local Government Area. The certifiers are professionally qualified Building Surveyors accredited by the NSW Building Professionals Board. They are experts in the certification process including building approvals, construction inspections and acting as Principal Certifying Authority (PCA) for residential, industrial and commercial building projects.

Hills Certifiers can provide a range of certification services include issuing Construction Certificates, Complying Development Certificates, acting as Principal Certifying Authority including conducting mandatory Critical Stage Inspections (CSIs) and issuing Interim and Final Occupation Certificates.

They can perform these services for residential, commercial and industrial premises as well as for strata subdivision. Visit Council’s website, select the ‘Planning and Development’ tab and choose ‘Building Certification Services’.

Libraries A wealth of information relevant to your business from mentoring, running a small business and books about how to succeed in business can be found at one of Council’s libraries. Use the ‘Library’ tab on Council’s website to search online for resources.

If you can’t get to a branch, you can join as an e-member and download e-books and e-magazines for free. Your library also has study spaces available to book, a range of exciting events including author talks and school holiday activities, as well as access to local history. Why not subscribe to the library e-newsletter to receive monthly updates? Visit Council’s website and select the ‘Library’ tab.

Hills Community Care Are any of your employees caring for an elderly relative? Hills Community Care may be able to

assist. Hills Community Care provides services for the frail aged, people with a disability and their carers, offering assistance so people may maintain an independent and quality lifestyle.

Services include Meals on Wheels, community groups and outings, social day programs, community transport, dementia support and carer support. Visit hcc.thehills.nsw.gov.au for detailed information about these services.

Childcare Council runs a number of long day care centres, open from 7am to 6pm, that can ensure your workers are supported with high standards of early childhood care and education. Visit www. sydneyhillschildcare.com.au to find a centre near you.

Community Directory Did you know that you may be able to list your organisation or community group in The Hills Shire Council’s Community Information Directory?

The directory also provides a comprehensive list of organisations, community groups and local services in The Hills Shire. To request your business be added, visit Council’s website, click on the ‘Residents’ tab and select ‘Community Information Directory’ from the drop down menu.

Venues You can hire a Council venue for your next business event, workshop or social gathering. Council has a range of community centres, halls and other venues available for hire, and most budgets can be accommodated. Visit Council’s website and select ‘Venues and Parks’ to view venue images, virtual tour and details.

Justice of the Peace Need a JP? Justices of the Peace are available at Council’s main Customer Service Building at 3 Columbia Court, Baulkham Hills 2153 (Mondays, Tuesdays and Wednesdays from 11am – 2pm no bookings necessary). JP services also operate from your local library – check with your branch for details. G

The Hills Shire Council p | 9843 0555 e | enquiries@sydneyhills.com.au w | www.sydneyhills.com.au

Looking for a new office location?

Norwest Business Park is thriving with the arrival of the North west rail — get on board and beat the rush.

Smart investors are starting to realise that Norwest Business Park presents a significant investment opportunity with the construction of the North west rail.

• Strategically located to serve over 200,000 businesses across western Sydney • Australia’s prestigious and award - winning Business Park • Close to gyms, cafes, quality homes and schools serving the needs of valued employees

A Norwest Business Park address will add prestige to your brand and allow you to take advantage of the growth.

jobs

Photo: Norwest Lake located in the centre of Norwest Business Park

the charts below show the expected employment and dwellings growth within 800m of the new Bella Vista and Norwest Stations in Norwest Business Park.

2012

2036

Growth

REsidEntiaL

2012

2036

Growth

Commercial

18,000

42,450

24,450

Single Detached

2,800

3,200

400

retail

2,000

3,750

1,750

townhouse

100

2,200

2,100

Bulky Goods

2,500

0

-2,500

3-6 Storey Apartment

200

4,700

4,500

Industrial

0

0

0

7-12 Storey Apartment

0

1,750

1,750

total jobs

22,500

46,200

23,700

3,100

11,850

8,750

total dwellings

Source: North west rail Link Corridor Strategy

Like a FREE tour? Call 02 9762 1108 or email enquiries@sydneyhills.com.au | www.sydneyhills.com.au Business Resource & Lifestyle | Issue 64 | April 2014

17

LOCAL GOVERNMENT

A Very Exciting Period for Parramatta and Western Sydney

By Cr John Chedid, Lord Mayor of Parramatta

T

he work of Parramatta City Council and the broader business community seems to be attracting the attention of some very important audiences.

Several high level independently commissioned reports have recently reinforced Parramatta and Western Sydney’s position as the most livable, economically powerful region in NSW - while at the same time reminding us of the challenges ahead if we’re going to make the most of our opportunities.

Early in the month, the Urban Development Institute of Australia (UDIA) released a survey ranking Parramatta as the state’s most livable suburb.

The new report, called “Building Up”, gives Parramatta a score of 135 points out of a possible 170 and highlights the City’s major public transport interchanges, close vicinity to major roads and vibrant retail opportunities as stand-out features.

The report is a sign of a very exciting period for Parramatta and Western Sydney as we build and grow this great City and region. It shows that Parramatta is truly stepping up as the business and economic capital of Western Sydney. We’re not interested in a business-as-usual approach; we’re investing in the City’s infrastructure, reactivating the Parramatta River foreshore area and putting forward a long-term vision for the City.

Parramatta has a vibrant multicultural community, burgeoning food scene and an emerging arts hub. The City’s population is forecast to grow by over 40 per cent over the next two decades and Council is focused on planning for this growth and ensuring we have the best possible facilities and services to support it.

Separately and supporting this was a Price Waterhouse Coopers Australia report days later, confirming Western Sydney as the true growth engine room of the State’s economy.

This research challenged assumptions that Sydney’s economic power lies in the CBD, because Western Sydney’s economic growth outstripped it for much of the past decade. According to the survey, economic growth increased by 1.6 per

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Business Resource & Lifestyle | Issue 64 | April 2014

Light Rail Artist Impression

LOCAL GOVERNMENT cent in Parramatta last year compared to 1.1 per cent in Sydney’s CBD. Similarly, regional growth was stronger here, with Western Sydney increasing 2 per cent versus 1.9 per cent in Greater Sydney.

In early March we received confirmation that the State Government is seriously considering Council’s proposal for a Western Sydney Light Rail Network as a 2015 election commitment.

This is great news for Parramatta and Western Sydney, and I’m delighted that this much-needed project for our region is attracting vital support from the State Government. As Lord Mayor, I have been campaigning for this project for several years. Our Council has conducted a detailed feasibility study that shows the project is viable at a total cost of $1.7 billion.

one council area – the City of Sydney. So, herein lies our challenge.

24–35 year-olds living within five kilometres of the workplace and so sought after by today’s firms.

What we have right here, right now is a perfect platform – we have the winning geographic location, people, skills, lifestyle, industry, and recognition as the State’s beating heart, its economic lifeblood.

We need to ensure we maximise opportunities that allow them to find employment locally, opportunities to work, live, play and invest in the LGA.

What we need is to better use and grow this platform going forward - to springboard from it to create and grow employment opportunities in the area.

We’re home to the ‘dream demographic’ – a large and growing proportion of career-focused

This is an achievable goal, and I look forward to working with you all as we strive to make it happen. G

Parramatta City Council p | 02 9806 5730

The network will link two of the nation’s fastest growing CBDs, Parramatta and Macquarie Park, and also the Hills district, which supplies 60 per cent of Parramatta’s workforce.

This network will be fast and frequent, and will address the two main challenges facing Western Sydney: creating jobs and catering for a fast growing population. By 2031, the network will support 180,000 jobs and 50,000 homes.

All of this is good news, until you consider data released recently by the Committee for Sydney.

This confirmed four in every 10 jobs created in Greater Sydney over the past five years were in

Lord Mayor, Cr John Chedid, centre, discussing plans to rebuild and re-activate the Church Street Mall, with international experts Prof Ed Blakely and Ethan Kent.

Business Resource & Lifestyle | Issue 64 | April 2014

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FEATURE

On the Job Training Pays Dividends Stephen Ryan - Manager, WSI Business Unit

Within this increasingly busy and frantic world we operate, staff training is often put on the back burner.

As the Manager of TAFE NSW – Western Sydney Institute’s (WSI) Business Unit this is something I hear regularly. Employers often tell me they don’t always know what to focus on for their workforce development strategies and training requirements.

Unfortunately, the back burner is where a lot of employers leave their training and therefore their business begins to stagnate. Ultimately these businesses and their employees languish in this stagnant state until the call goes out for help.

This stagnant state is unhealthy for all stakeholders, but the good news is that it is easily remedied. There is no better place to train employees than right in the centre of your operation. Therefore what better time and place is there to start your business expansion? After all, isn’t expanding your productivity one of the goals of being in business?

There has been a plethora of research undertaken over the past few decades advocating the benefits of having trained staff on the payroll and they include, but are by no means limited to increases in staff morale, productivity and retention.

While all employers are looking for the increased revenues that flow on from increased productivity, they are best advised to also focus on retention of staff as a major contributor to increased revenues. Anyone who has undertaken the task of employing staff knows that the indirect costs associated with the recruitment process are often very high. Therefore if employers are spending less time and money on advertising, induction programs and interviews, savings will be forthcoming.

For many, on-the-job training conjures the image of either a traineeship or an apprenticeship. While these traditional forms of training are still very much part of the skill development landscape, the on-the-job training net can be cast further afield, including both mature age and casual workers.

These two groups account for a large portion of

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Business Resource & Lifestyle | Issue 64 | April 2014

the workforce and should not be overlooked as major contributors to business expansion.

errors associated with documentation since this training commenced.

With the population now an ageing one, it is important for employers to recruit and retain mature age workers. The Australian Bureau of Statistics shows labour force participation rates for men aged 65 -74 years has increased from 15% to 24% in the past few years. The experience of these workers can be transferred to younger or new recruits while allowing mature age workers to contribute to the business and the economy at both a national and local level.

Another WSI workplace training client is Richmond’s Skin Fitness Hair and Beauty.

Proprietor Linda Wale says that on-the-job training has increased staff morale and given her organisation an edge. “Hair and beauty is an innovative and competitive industry and onthe-job training delivered by WSI has allowed my business to stay competitive” Ms Wale said.

In 2012 more than two million people (or approximately 24% of the national workforce) were employed on a casual basis. In many cases the training needs for casual employees and older workers are overlooked by employers. This is especially the case where the training budget is a limited one and as such employers tend to focus their training dollars toward the fulltime employees.

For employers considering recruiting or upskilling mature age workers, the Federal Government’s Australian Skills Connect fund is a good starting point. The Skills Connect Fund can support mature age workers under the Investing in Experience initiative whereby a mature age worker with no qualifications undertakes a recognition program of current skills and experience. The end result can be the attainment of a nationally recognised qualification, once any identified gap training has been completed.

Other funding sources applicable to the upskilling of workers are the Strategic Skills Program (SSP) and the federally funded Workplace English, Language and Literacy (WELL) Program.

Managed by NSW State Training Services, the SSP addresses the strategic skill needs of industry, community and individuals. The WELL program underpins workplace delivery programs.

One WELL client of WSI is Barden Produce, a fresh vegetable supplier based at Kemps Creek.

Barden’s Allan Dall believes incorporating WELL into on-the-job training has (pardon the pun), worked well. Allan believes the WELL program has underpinned the competitive systems training for Bardens’ predominantly Cambodian workforce most successfully, with a marked increase in production and decrease in written

WSI has been delivering a diverse range of training solutions in the workplace to large and small businesses, government agencies and industry bodies for many years. These solutions include skills assessments and both full and part qualifications along with training programs designed specifically for an enterprise.

If you would like to know more about working with WSI to support your on-the-job training requirements or workforce development strategy, please contact the WSI Business Unit on 9208 9421. G

Australian Government 2011-12 Budget. Building Australia’s Future Workforce

1

TAFE NSW - Western Sydney Institute (WSI) p | 02 9208 9991 e | Stephen.B.Ryan@tafensw.edu.au w | wsi.tafensw.edu.au

Uniqueness: because one size just doesn’t ďŹ t all!

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We can evaluate the unique needs of your business and customise the right blend of training and solutions for you.

Scan the QR code to see how WSI has partnered with O-I Glass to customise a training program for their workforce.

For more information (02) 9208 9421 trainingsolutions.wsi@tafensw.edu.au www.workforcedevelopment.edu.au

(Download your free QR code reader from the app store) ... or manually type youtu.be/Zv9Npghk5tI into your internet browser

Business Resource & Lifestyle | Issue 64 | April 2014

21

BUSINESS ADVICE

Discovering Leadership: What Makes a Great Leader?

Erin Adams, Business Development and Marketing Specialist – The HR Department

The Oxford dictionary defines leadership as “the action of leading a group of people or an organisation, or the ability to do this”. However, recently we discovered that what makes a good leader can be judged differently from one individual to the next. The underlying qualities are the same but expectations can be very different.

underpinning characteristic is humility, a humble leader is able to identify with the challenge at hand; is not threatened by the strengths in others which may be greater than their own.

They empathise, listen and can work through disagreements only relying on their position of power as a last resort to settle a matter. Leaders have to have a reasonable level of intellectual and social intelligence and competent in their field but they don’t necessarily have to be at the top of the tree in these qualities. Finally, effective leaders “roll their sleeves up” step forward in a time of challenge.

What we need to understand is that people have different concepts of what of leadership is.

• The very essence of being able to “engage” staff so that individuals or groups feel “compelled” or driven to do certain things is in itself a complex matter. It draws on theories of motivation, communication, and organisational behaviour, and is very much dependent on the prevailing situation. Great leadership is evidenced by other people’s motivation to follow. A leader sets the direction and values for an organisation or team.

Their authenticity in ‘walking the talk’ sets the expectation for others to follow. Good leaders empower others to become leaders and actively encourage others to succeed. Great leaders communicate well, engender trust and make the individual feel special.

We asked junior staff “what makes a good leader?” The most popular responses were: • “Ability to respect your followers and lead by example” • “Someone at the front” • “Supportive, organised and motivating and have an open door” • “Someone who knows the answer to their own questions and support their team” • “They should not have double standards or be hypocritical” • “Be confident and inspiring” • “The team will run when they are not there, empower your team”.

We then asked the same question to senior staff and the responses were much more in-depth and covered a broader skill set: • Leadership is about getting the best from the people around you. It’s about inspiring people to achieve beyond their expectations to deliver results. Leadership is about supporting, listening and recognising the skills people have to contribute.

• There are different types of leaders, in varying degrees, the influence they exert determined by intrinsic or extrinsic drivers. Extrinsic leadership relies completely on fear of retribution and is the most impure. Those subjected to this leadership style feel “unsafe”. Pure leadership relies on intrinsic motivational drivers such as loyalty, respect and admiration. This fosters a “safe” environment where staff feel they can be themselves; efforts acknowledged; mistakes forgiven and their shortcomings accepted. The

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Business Resource & Lifestyle | Issue 64 | April 2014

• In today’s fast moving environment every organisation is continually evolving; as a result, there is incredible pressure on the CEO and Boards to lead. Leadership can come in any shape and size. You should have the ability to clearly articulate a direction that people can understand, ensure your staff understand your role, your expectations and encourage people to stretch their capabilities.

• Demonstrating leadership involves acting with the utmost integrity and ethics, behaving in a way demonstrated by example, and mentoring or coaching those around you. You don’t need to be a manager of staff to demonstrate leadership qualities. It involves doing what you say you will do, wilfully and happily helping others, striving to improve your best through self-reflection, behaving professionally, and knowing your material by keeping up with the requirements of your job so that you provide the best service and advice to your customers.

How can this help you?

When talking about leadership we often think in terms of leading others but leadership begins within. This is about being aware of your personal qualities before you can successfully model these for others. The keys to leading yourself are: • knowing your core values and not compromising them; • being comfortable and secure within yourself; • not taking yourself too seriously; • having a work life balance and an ability to prioritise; • respecting yourself – acknowledging your value; • accepting your strengths and weaknesses; • recognising your passion or purpose and how you can add value to others Once you understand your personal leadership you can think about leading others. Make it a priority to ensure your business is a training ground for strong leaders. This will have a positive impact on your people and your business.

Outside organisations will recognise the qualities within your team and respect your leadership.

Effective leadership has many aspects. It is the ability to manage diverse personalities and situations and knowing exactly what approach is necessary in each instance. G If you would like to learn more about leadership, business coaching and how having the right people in the right roles can benefit your business call The HR Department 02 8850 6124. One of our experienced consultants would be happy to assist.

The HR Department p | 02 8850 6124 e | erin@theHRdepartment.com.au w | www.theHRdepartment.com.au

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Whether you are looking to add expertise to your in-house team, need an interim solution or want to outsource your entire HR function The HR Department is your cost effective solution Access to Skills Outsourcing offers your business access to all of our extensively experienced HR professionals at a fraction of the cost of employing one comparable HR trained staff member.

Reduce Costs Getting your HR strategy right is critical to your bottom line. Outsourcing is a proven strategy to maximise effectiveness.

Suite 515, 2-8 Brookhollow Ave, Baulkham Hills NSW 2153 Tel: (02) 8850 6124 www.theHRdepartment.com.au

Business Resource & Lifestyle | Issue 64 | April 2014

23

FEATURE

Impression Management – What is it and why is it important?

Stephen Frost, Managing Director – BREED Inc

Impression Management is the way we influence how others see us, our product or our organisation. Whether it is at a social or professional level; consciously or unconsciously, we all manage the impression we or our business present to others. When people are trying to control impressions of themselves, as opposed to other people or entities, the activity is also referred to as selfpresentation.

Impression Management is usually done in one of three ways: • Authentically: - the way a person sees themselves, • Ideally: - the way a person wants others to see them, and • Tactically: - the way a person presents or “craft” themselves in a way they believe others want them to be.

We tend to use different persona depending on the situation. For instance, a person might use the authentic self in a social situation, the ideal self in a job interview, and the tactical self at work.

We all aim to present ourselves in a positive light, hopefully authentically based though more often than not it will be tainted by our ideal and tactical persona, by regulating the information we put out.

There are many social psychology publications available in any bookshop giving guidance on selfpresentation designed to advance the self-interest of the individual. These publications provide an insight into the “gamesmanship” of interpersonal behaviour, looking at how people use and conceal information to accomplish their objectives and how to exert social influence by making the right impression on others (eg How to win friends and influence people and Using body language to get what you want). These books tell us how to dress, walk, sit, and smile in an attempt to influence how others perceive us.

Advertising is simply the art of influence through the control of information. The political arena provides a stage for the conscious and systematic application of ideas about how to sell people and ideas. The common thread through all of this is the notion that, to survive and prosper, we must get people to form the “right” impression, about us and the things about which we care.

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Business Resource & Lifestyle | Issue 64 | April 2014

In these days of social media, Impression Management is even more important. Everything we and others say is instantaneous and is permanent.

The adage of “think before you speak” can be modified to “think before you up-load, publish or press the enter button”; once it is out in the World Wide Web it may not be able to be retrieved.

When reading Facebook or LinkedIn profiles and websites you have to consider the authenticity of the profile; how much idealist or tactically bias is there. Are there conflicting messages between an

Impression Management, so the process itself is generally seen as neutral, with the potential to be used positively or negatively. Many people pick certain methods that they feel comfortable with, and leave the others. G Stephen Frost is the Managing Director of BREED: Education, Employment and Economic Development.

We tend to use different personae depending on the situation. For instance, a person might use the authentic self in a social situation, the ideal self in a job interview, and the tactical self at work. individual’s Facebook social page and LinkedIn professional page? A Google search on a name may bring up both pages, are they in congruence? What impression will this make on a reader researching you or your organisation?

Conversely you cannot control what others publish or write about you, hiding behind the anonymity of the World Wide Web. But as they say, “mud sticks”, and it can take a considerable amount of your time, and money, to counteract negative commentary.

Ethical Considerations Some people raise questions about the ethics of Impression Management, since it can be seen as unscrupulous or being done in bad faith. Those who use a purely tactical self-presentation are especially at risk for being seen as manipulative, since it’s very hard to keep up a purely tactical persona all the time. If the person makes a slip and a very different “real” persona shows through, they can appear to be untrustworthy. The same is true of a company that says one thing to consumers, but is found to act differently out of the public eye.

Despite this, almost everyone uses some type of

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SAVE OUR SONS Friday, 30th May – Le Montage Sydney A star studded line up awaits you for a glamorous night out in Sydney. With everything the finest casinos have to offer with the Save Our Sons magic completing the final touches.

July School Holidays (date & venue to be confirmed) – Family Fun Day A fun day out for mums, dads and kiddies alike.

September 2014 – Laugh for a Cure Comedy Night (date & venue to be confirmed)

You will be left in stitches before the night is through. Some of Australia’s best comedic talent take to the stage for a night of laughter and awareness.

Tuesday, 4th November 2014 – Melbourne Cup Luncheon The Ivy Bar Sydney Put on your best attire... Save Our Sons is going to the races in one of Sydney’s most popular hot spots.

Saturday, 6th December 2014 – A Night Before Christmas Gala Dinner Luna Park Sydney A night you do not want to miss! Hosted by Alan Jones and a line up of Australia’s A Listers. The Save Our Sons Gala Dinner is a night you will never forget.

It’s at these events you can expect to rub shoulders with celebrity ambassadors such as Ada Nicodemou, Lynne McGranger, Triple M’s Grill Team, Jonesy and Amanda, Jeff Fenech, Angry Anderson, Sam Burgess, Billy “The Kid” Dib just to name a few. With other high profile names (such as Alan Jones & Ray Hadley) also giving their support you’re bound to have a great night whilst supporting a worthwhile cause.

Be warned though; with all the glitz and glamour also come high emotions. You will see first hand what Save Our Sons is trying to accomplish, and how devastating DMD truly is. But with your help we can make a difference.

For more event information and/or to register your interest, please contact: • Bass – 0400 004 312 (email: bass@saveoursons.org.au) • Rita – 0405 466 866 (email: rita@saveoursons.org.au) Monetary donations are also welcome and can be deposited via the Save Our Sons website: www.saveoursons.org.au.

There you can also read up on DMD, the Save our Sons team, Ambassadors, Sponsors and other fundraising opportunities such as 5s for Lives.

See you at the Event!

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Business Resource & Lifestyle | Issue 64 | April 2014

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Business Resource & Lifestyle | Issue 64 | April 2014

27

BUSINESS ADVICE

The Online Marketing and Sales Process (B2B) Daniel Moisyeyev, Web Developer – GWP Media

It is a common scenario for clients to ask me if I can assist with selling or marketing their B2B products and services online. The appeal is due to the fact that a lot of actions carried out online appear to be completely free of charge, thus online marketing may seem as if it is more cost efficient than other methods. Please note that this article refers to B2B products and services - the B2C market segment is a different beast altogether.

a marketers paradise.

The reality, is that the nature of the Internet is such that there is no central congregation of users nor is there an easily discoverable address for every user.

There is no mailboxes to put your flyers into. There isn’t an office to door knock.

database you will need to gather them through a subscription tool available on your website or meet your potential clients face to face and obtain their contact details. Therefore, email is not really a broadcasting marketing tool - it is just an appliance to keep in touch with people that have already been in contact with you.

The Internet, on its own, is not a broadcasting tool. The ability to broadcast messages online only appears where there is a central point that is accessed by a large number of users (e.g. a website,a blog or a specific social media page with

You can’t send your email to 50,000 new potentials like you can with direct mail. You may be able to purchase such a database and attempt this route but it would completely illegal and will never yield a good enough result.

a large number of interest). Online marketing is only effective in instances where you can find an existing user base that you can use to your advantage – or invest into creating a new user base from scratch.

Websites, SEO and Blogging Platforms

New Clientele A business always needs a constant stream of new clients to keep going. Your current clients will eventually switch to other suppliers (e.g. your competitors may provide a superior service or value), they will no longer need your product or service or, may simply be out of business altogether. Very few industries have the luxury of a constant stream of clients without a marketing or sales process on their part - this mostly applies to niche industries where there is little competition.

In order to achieve this constant stream of new clients, your business will need to be constantly approaching new people. In order for your business to grow, the acquisition of new clients have to be quite a bit faster than the loss of existing clientele.

Traditional Media Approaches With traditional media, approaching new clientele is simple. There are plenty of tools available to broadcast your message to a wide audience flyers, publications, direct mail and more.

A particular key advantage of traditional media is that virtually all mediums are broadcast tools.

Distributing flyers can yield a low response rate but you are guaranteed to at least reach and appeal to new potential customers every time.

Let’s take a look at how to access your potential clientele. There are, in practice, only a few tools available for this.

Electronic Direct Marketing (EDM) EDM is the technical term for email marketing.

This is due to the fact that traditional media has always relied on developing ways to reach new audience.

Online Media At first glance, reaching new potential customers via online channels looks simple. After all, there are billions of people that use the Internet - it should be

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Business Resource & Lifestyle | Issue 64 | April 2014

Email is still the king of online marketing. It is very cost effective to put together a fully addressed promotional email message for your database of 5,000 targets and press “Send”. Even if each campaign only yields 0.1% response rate, it is still very cost effective.

Unfortunately, in order to obtain emails for your

Websites function as a tool for online business presence. With no inbound links or outbound marketing, your website will never be discovered by a single user. It is impossible for a website to market itself on its own - it serves as a passive entity and relies on traffic via other sources.

The most common way for users to find your website is through search engines. This lead to proliferation of Search Engine Optimisation (SEO) Services - these companies may focus on organic search engine optimisation, link building or paid traffic (e.g. Google Adwords).

You will find that in practice a website serves as an up-to-date brochure for many businesses. A website address is included on business cards, traditional marketing materials such as flyers and pamphlets, and email marketing campaigns.

Your flyers personally delivered to every Office Reception Desk in Norwest Business Park and Macquarie Business Park + Lane Cove West

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Business Resource & Lifestyle | Issue 64 | April 2014

29

BUSINESS ADVICE

Blogging platforms (blogs) are simply a type of a website that allows for commentary on articles.

Blogs are generally used for news oriented websites or to keep in close touch with an existing user base.

Social Media Marketing Social media platforms are a recent development.

Due to the maturity of the Internet, social media received a lot of attention and was touted as the perfect marketing tool.

In essence, social media is simply a website that is focused on interaction between users of that particular site. However, social media platforms are designed in such a way that it is impossible to broadcast messages to users that are not yet known to you - therefore it can only serve as an additional tool to keep your existing customers up to date. Social media is not a tool designed for generating new leads.

Some social media platforms have implemented a model that involves paid advertisements. As social media platforms are generally geared toward personal use, advertisements on these platforms tend to be frowned upon by users. This is a similar effect to the intolerance of banner advertisements on websites.

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Business Resource & Lifestyle | Issue 64 | April 2014

Viral Marketing Viral marketing is a phenomenon that occurs with some marketing campaigns carried out online.

A particular video or image may be captivating, controversial or otherwise interesting enough to be passed on from one person to the next via email, social media platforms or other means.

If your company requires assistance with website design, development or online marketing, please do not hesitate to contact GWP Media anytime.

A marketing campaign that went viral could mean great success for a particular company - however such occurances are rare and generally beyond control of advertisers. This phenomenon tends to occur with widely known and well established brands – with the exception to situations where an ad has a particular element of controversy.

A business can no longer survive by relying on traditional marketing tools alone. However, only a few businesses can get away with sticking soley to online marketing. It’s best to have a balance of both marketing approaches to ensure that that your business has the best audience reach in the marketplace. Carefully evaluate, measure and try different marketing tools to measure their effectiveness – you may find results are quite counter-intuitive. G

GWP Media p | 1300 889 132 e | daniel@gwpmagazine.com.au w | www.gwpmedia.com.au

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Business Resource & Lifestyle | Issue 64 | April 2014

31

SOCIETY & LIFE

Left of Centre Angry Anderson

The dictionary defines centre as ‘the middle point, a pivot, a point of concentration or dispersion; a nucleus or a political group holding moderate views.

I’m not sure if I qualify as ‘centre’ or not but if I think about it I would be inclined to describe myself as more ’centre‘ than not. I’m not extremely ’right‘ nor am I extremely ’left‘ in my thinking and my political views. After recent events I’m glad I am that way.

Recent events! Well, the most recent have given me cause to go back over ground that I have covered before but I this time find myself compelled to re-visit it in detail.

I have been offended twice in recent times; first was while I was listening to 2GB with Andrew Bolt, when he replayed a comment made by a popular female TV presenter. She was attacking a male academic for defending Andrew against accusations that he was racist. The academic I would describe as centre, the claims as extreme left as was the attack on his character. The female TV presenter described him as ... “a white, able bodied, heterosexual male”... so she was objecting to him being those things which in my way of thinking is discriminatory.

Once again the leftist-driven political correctness of some, is brought into play to silence freedom of speech and open honest, balanced and centred debate.

More on that later.

I was offended the second time by a photo in the daily of a young school girl wearing a T shirt that said ‘F#ck Tony Abbott’. She was attending the ‘March for March’ or whatever it was called. I will always defend and support her right to protest but I was offended by how she went about it.

People ringing talk back radio wondered out loud at what her parents must think of her face being made public. Well, sadly I think that her parents are so far Left that they probably encouraged and condoned her behaviour. I suspect that she is a manifestation of Leftist parenting and a state school education system in the hands of the politically Left ‘correctness brigade’.

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Business Resource & Lifestyle | Issue 64 | April 2014

The Left has systematically eroded all discipline and therefore decency in most of our state schools, good manners being taught at school is now sadly a thing of the past. Good manners being taught at home is left to the discretion of the parents and thanks again to the Left that responsibility too has been eroded but more on that later.

areas where Labor supporters are employed, the car industry, forestry, power generation, steel manufacturing, mining, trucking, the list goes on.

Suffice to say that any industry or ‘non Green’ manufacturing is on the hit list. Labor and the Green’s,.. Hypocrisy!

We have an out of control crime problem Australia

Once again the leftist-driven political correctness of some, is brought into play to silence freedom of speech and open honest, balanced and centred debate.

I’m so offended and outraged by recent events that I must take this opportunity and some poetic licence to vent my spleen.

An item in the news yesterday tells us that our World War Two veterans will no longer be permitted to march behind their units’ colours, the banners that depict their unit and where they served. Yet another erosion of our long-held traditions. My suspicious nature sees the hand of the politically correct Left in this mischief also.

Then there was that disgraceful behaviour of a union Labor member at yet another anti-Abbott rally who flagrantly broke the law by inciting someone to shoot the CEO of Qantas because of job losses... more on that later too.

Anyway let me get to the guts of it. I just do not get it!.. I just don’t!

What I don’t get is how the Left gets away with all their crap and I definitely do not get how faithful Labor supporters don’t get how they’re being fooled.

Let’s start with the bleeding obvious. Labor, who are supposed to be the ‘only’ party to care about or care for the working man are in bed with the Greens who are bent on dismantling most of the

wide. Let’s start with our Judiciary. I am of the opinion that there is a tragic discrepancy between the crime and the punishment. This is the result of Left-driven thinking that has stacked the benches with judges that lean Left and want us to believe that violent repeat offenders just need just one more chance to come good and if we give them that chance and that encouragement by excusing their bad behaviour, they will magically see the error of their ways and became model citizens.

The solution lies way further back in their history.

While we are talking about crime, let me reiterate that it has been a Left-driven political correctness ideal that has lead us down this path. A leftstacked immigration department has supported a discriminatory policy that has seen ethnic-driven crime explode. The discrimination is against you and me, the host nation’s people (Australians), many of you are Labor supporters.

A large number of the real problems we face today can and should be laid squarely at the feet of Political Correctness. Political Correctness is a Left-driven ideology! Which part of that don’t you understand?

Most tradesmen and tradeswomen I know vote Labor, well most of them used to. Most truck drivers used to vote Labor in fact many working

people vote for the so-called working man’s party – Labor.

Home is where we start our lives and that is where we should be taught right from wrong, where we should be taught good manners and how to conduct ourselves as good citizens. The rights of good parents have been eroded or completely taken away by the loony-left to compensate for the minority of parents who lack the education or sense of personal responsibility to properly bring up their own children.

School is where our kids should be receiving an education. It’s where the tools to lead a productive and empowered life should be being delivered, but there too the loony-left have been at work stripping teachers of any meaningful control over the pliable young lives in their care.

The Education Department has been stacked with left-leaning do-gooders as has the Teachers Federation and of course the teachers union by its very nature needs no stacking.

It’s interesting to note that these departments have been, so I’m told, stacked/staffed with mainly female personnel – another example of discrimination perhaps. A discrimination against men that has already come back to bite us on our collective arse. Recent survey results from around the world are telling us there not enough male teachers in schools and that both young

male and female students are suffering from this shortage which has caused an unbalanced school environment. Political correctness gets it wrong again!

Go with your God, go in peace. Your friend Angry. G

I am yet to meet an old-school Labor supporter who excludes the socio-political products of our state school system, one who does not consider themselves a patriotic Aussie. You don’t have to look real hard to see that the new-left, in cahoots with the greens, is working behind closed doors to undermine most of what makes us ‘Aussies’ … remember it was Gillard who aimed vitriol and spite at those of us who have Southern Cross tattoos and who celebrate Australia Day in the wake of the so called Cronulla riots, where I might add Aussies were defending and sticking up for fellow Aussies. But then again that wouldn’t fit in with the politically-correct scheme of things, would it?

Angry Anderson AM is available for the following public speaking.

The loss of jobs is always tragic but we live in and accept an ever changing world. But please don’t ask me to believe the unions and Labor didn’t see the coming of the closure of GMH or Ford or the loss of jobs in the coal and steel manufacturing industry. It’s their job to know. They just didn’t tell the rank and file, so down the track they could blame the bosses again.

Subjects covered: • personal life journey experience, overcoming obstacles along the way like his battle with alcohol and drugs, humorous anecdotal stories about his life on the international stage with his band the legendary Rose Tattoo; • inspirational messages on his ability to deal with surviving all his tribulations; • stories about his involvement in Television which introduced him to his dedication to helping others in need; • his commitment to Men’s Health; • his life long battle with depression and his dedication as ambassador, to spreading awareness regarding Prostate Cancer.

w | www.angryanderson.com

Anyway I could go on and on,.. maybe another time.

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LAND A BETTER DEAL AT LANDER TOYOTA The Lander Toyota better buying experience starts from the moment you enter our stunning new showroom. Our professional consultants will discuss your needs and present all the options available to you from the exceptional Toyota range.

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