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Lessons from Richmond FC for your business.

  |   Design, Online Advertising, Social Media, Uncategorized   |   No comment

On Saturday; Melbourne saw the Richmond Football Club – one of the biggest AFL sides with over 75,000 members – break a 37 year drought to become Premiers of the AFL for 2017.
This was delivered by a club that in 1990 had $1.7 million dollars of debt on a turnover of $1.9 million and had 22 past players sueing it for unpaid wages. At the time it was saved by a famous fundraising campaign called “Save our Skins” that savePaged the club from bankruptcy.

It is a club that was so bad in 2010 that in the final game of the season Richmond won and the game was investigated by the AFL, with the opposition, the Melbourne Football Club fined and officials suspended for “tanking” to get improved draft picks.

It is a club that at the end of 2016 faced a board challenge along with calls for the coach and captain to be replaced, whilst the Vice-captain asked to be traded to a team he considered would be able to offer more success.

As a passionate supporter I believe there are six keys to the success Richmond have achieved. That success now includes a club that has no debt, over 75,000 members, the highest average attendance in the competition and now a premiership.

1. KNOW YOUR STRENGTH
Richmond doesn’t have the biggest supporter base in the competition but it has the most loyal and passionate supporter base. At the beginning of 2016 I met with the Media Manager at Richmond to discuss opportunities for Digital Tiger to help the club and that was the insight he offered.
To take advantage of this, not only does the club put attention on family days, events and activities, but the club has focused on digital marketing and giving as much as it can to the fans and supporters of the club. The Tiger Army is seen as the 23rd man on match day and the club talks about and praises the Tiger Army at every opportunity. On Grand Final Day each AFL club has an allocation of tickets to use for corporate functions, instead of taking the extra money Richmond decided to allocate the extra tickets to members to get in to the game.

2. FIND A STRONG LEADER FOR THE ORGANIZATION AND FOR THE DELIVERY AREA OF THE ORGANIZATION
The first step in bringing back Richmond to success was bringing in former player and successful administrator Brendon Gale. Under his leadership Brendon has been able to rid Richmond of debt, improve the membership to over 75,000 and achieve finals in four of the last five years.
The next step was bringing in Damien Hardwick as Coach. After having been an Assistant Coach with Hawthorn and a player at two clubs where he experienced winning Premierships at all three.

3. ADAPT TO THE CHALLENGES AND OPPORTUNITIES THAT GET PRESENTED.
During the time that Hardwick has been Coach there have been two unique challenges that he faced. The first was at the start of his career; faced with a team that lacked a lot of quality players tradition had been to go to the draft and choose up and coming stars to build the team, but Hardwick was also faced with two new teams coming into the competition that had first choice on a lot of the up and coming stars. To handle this Hardwick came up with a new way of using the Rookies list and looked to other avenues that brought in players that would have been otherwise overlooked. A number of those players were integral to the team that won the premiership on Saturday.
The second occurred this year, when faced with a lack of in-form tall players in the forward line Hardwick created a new method of handling the attack with one tall player and five small defensive players in the forward line. Not only has this system worked but now it is being copied by other teams.

4. HAVE THE COURAGE TO STAY THE COURSE
Sometimes things don’t go the way you expect. Last year Richmond finished 13th after three years of playing finals and there were calls for Hardwick to be sacked, the Board to be removed and even Captain Trent Cotchin came under fire.
Yes; definitely adjust as Richmond did but don’t over-correct and throw out what would work and lose the opportunities that you have. Richmond could’ve have gutted the team and wasted what they had built, but the courage shown to stay the course paid off on the weekend.

5. BUILD AN ATMOSPHERE PEOPLE WANT TO BE PART OF.
Richmond have built a club that people want to play for and want to be part of. We saw that when Dustin Martin resigned with the club just before the finals despite being offered more money to leave for North Melbourne, and we saw it on Grand Final with the number of players who talked about loving the playing group and the people they played with.
This comes from the top down at Richmond – as it always does. My wife for example was introduced to AFL about four years ago. She visited two other clubs, where we were using their function rooms to run events for one of our clients before coming to Punt Road Oval for the first time. The first person she walked past was a man in a suit who said “G’day guys how are you going today?”. She turned to me and asked who it was, when I replied that that was Brendon Gale the CEO she replied then I am a Tiger supporter now and this place is awesome. Even though we now live in Auckland she wears her scarf and cap with pride and watches every game.

6. LISTEN TO THE PEOPLE THAT MATTER
At the end of last year Damien Hardwick famously was pulled aside by his wife who told him to relax as he was not the man she had married. The result was a more confident and more relaxed leader who is now a Premiership coach. Thank you Mrs. Hardwick.

CONCLUSION
When it comes to running your business; every successful organization has lessons for us and these are six that can help you and your business.

Keep Roaring

Greg Paul
Managing Director
Digital Tiger Pty Ltd
(c) 2017 Digital Tiger

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8 THINGS TO DO IN A PR DISASTER.

  |   Online Advertising, Social Media   |   No comment

Recently a client I was working with had a PR disaster.

Without wanting to give too much away about the specifics of the business they made a mistake that resulted in a group of activists attacking the business.

Being a small business owner the client went into panic about how to handle the situation and didn’t know what to do. Here is some advice that I would offer anyone that has something similar happen.

  1. Take responsibility for your mistake:

If you made a mistake – as our client did – don’t hide from it, own the mistake and use the opportunity to improve what you do in the future.

  1. Know your response:

When it comes to responding you want to be at cause over what happens. Work out what your response is and stick to it. If you don’t know what your response is then you’ll find that you are constantly defending yourself against whatever comes your way. If you are going to stop offering the product or service that caused the problem do so and say so, if you are not stick with your plan and state the reason why.

  1. Make your response simple:

Don’t give the people attacking you a basis from which to attack you. Keep your response simple and to the point.

  1. Don’t attack back:

No matter how it feels like the world is against you simply state your line and keep stating it. Remember the people who are attacking you are less important than the majority of your clients and customers who will be on your side if you simply stay calm and responsible in your responses.

  1. If someone attacks you on your communication lines delete the comments:

If someone attacks your business on Social Media particularly, don’t give them the opportunity for your clients to see their comments. Put simply if they can’t be civil you don’t need to advertise their attack so don’t. If you keep to this you will find the people who talk to you will be playing fair and you will end up with a civil and positive conversation.

  1. Answer all constructive communication:

Keep your communication open to all constructive communication whether you agree or not and answer it and keep your communication lines open.

  1. Keep going:

Sometimes the attack can get nasty and you will find that you can end up feeling like it has no end, but rest assured it will and if you maintain your integrity and keep communicating you will come out on top.

  1. Keep promoting:

It’s important to keep promoting the good things you do in your business and not get stuck into only handling attacks. If you only work to stop the attack you have stopped working on your business and the whole attention goes ion the wrong things not the right things.

So I hope this helps, and if you’ve got any more questions, I’d love to hear from you. Just shoot an email to info@digitaltiger.com.au and I look forward to helping you out.

 

Greg Paul

Managing Director

Digital Tiger

(c) 2017 Digital Tiger Pty Ltd

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It’s time to start preparing for Christmas.

  |   Design, Email Marketing, Online Advertising, Search Engine Otimization, Social Media, Video Production, Websites   |   No comment

I know, I know, you probably read the headline to this article and thought “He’s mad, the football hasn’t even finished, and Spring only started a few days ago”.

Well, whilst that may be true there, it is important to plan ahead as a Business Owner or Manager and for some businesses Christmas is the busiest time of the year and you need to be prepared to make the most out of it, whilst for others it’s traditionally a quiet time and you need to be prepared so that you have money set aside to cope with the quiet period, or more importantly have plans in place so it is not quiet.

Let me explain more:

Christmas is only 3 and a half months away.

That means, you have about three months to get ready. Here are some suggestions that I have:

  • Promote – If it’s a busy time start promoting now and get as many customers as you can during the period. If it’s generally a quiet time promote and find a way to make it not a quiet time. For example a few years ago I was working with a Business Owner who was always quiet in December and January, one year he worked out a different strategy and found a different type of client for that time of year and now December and January are his busiest months of the year.
  • Prepare your staff – Obviously Christmas is a busy period for holidays, so find out when your staff want to go on leave and prepare for the period so that you have the staff you need at the times that you need them. One piece of advice that I have is, don’t close if you don’t have to. Maybe have less staff on the job, but staying open means that you are going to offer better support to your clients, and you may even pick up some new ones that need the help when your competitors have closed.
  • Prepare your finances – You’ve got three months right now to set aside money for holiday pay etc and cover yourself for the quiet period.

Essentially my advice is promote, sell and deliver now, as much as you can, whilst you plan to be ready to do the same over the Christmas period.

Christmas Holidays are a lot more fun when you can relax and not have to worry about the businesses income and cash flow over the period.

I hope this helps.

If you would like to receive our weekly newsletter send your details via email to newsletter@digitaltiger.com.au

 

Keep Roaring

 

 

Greg Paul

Managing Director

Digital Tiger

(c) 2016 Digital Tiger Pty Ltd

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4 tips to build your Linked In profile.

  |   Uncategorized   |   No comment

Today I want to talk to you about my four biggest tips for getting started in building your LinkedIn profile.

Number One;

Remember that LinkedIn is a social network.  So you’re connecting with people one to one, you personally, and you’re doing it maybe with people you’ve never met before.  So all the communication you write should be directed at that person, you know?

For example, if I were to write in the third person, you know, about me, “Greg was very successful.  He worked at Myer, he created some fantastic designs, he planned the layout of two Myer stores, and he worked on the logistics.”

It’s nowhere near as appealing as if I say to you,

“I worked at Myer.  I created some fantastic results and proved myself in retail and I can help you.  I planned the layout of two Myer stores and I also reduced the cost of moving stock into the store by two-thirds while improving our OH&S and I can receive similar results for you and help you grow and build your business.”

So you can see the difference.  It’s much more about communicating directly with the person, and that’s what you want to do.

Number Two;

Don’t overdo it on keywords.

The reality is, on your LinkedIn profile, if you use keywords and the things that you want Google to notice, or even the things you want the LinkedIn search engine to notice, they will.  It’ll boost your ranking on both, right?  But don’t overdo it.  I see too many people and they’ll go in Layer the whole thing with key words and the result isn’t a simple communication with the person looking at your profile. They get confused because it doesn’t really communicate what that person’s all about.

Number Three;

You have to capture someone’s attention very quickly, so make it really, really easy for them to see who you are, what you do, and what you’re about.

For example, at the very top you’ll see underneath your name, there’s a description or title of who you are and what you do.  LinkedIn automatically puts in your current job title, and for most people that doesn’t describe who you are or what you do.  For example, we’ve got a client and his current title is Managing Director of a holding company.  He and two other people are the only people in the word who even know it exists or what it means.

But in LinkedIn, he would have Managing Director of this company name.  Now, the only people who are going to want to talk to the Managing Director are potential suppliers, not the people you want to talk to as your customers.  So we changed that in the top.  His title and his current business stayed the same, but in the top we changed it to Senior Property Investment Advisor.  Now when someone sees it they know he can talk to you about property investment, and that’s who he wants to talk to.  So look at who you’re communicating with, communicate with them directly, and make it simple for them to understand who you are and what you do and the benefits that you’ll bring them.

Number Four;

The final tip I have for you is use lots of video and use lots of photos.  If you’re going to just have text and have it look the same as everyone else’s, it’s not going to have as good a result as if you put images in, you put examples of your work, links to websites.  Video works really, really well underneath the summary, underneath the jobs.  Really make yours look different to everyone else’s and it’s really easy to do.

So if you need any more help, contact us at Digital Tiger, but I hope these four tips help get you started.

If you would like to receive the regular Digital Tiger newsletter send an email to newsletter@digitaltiger.com.au with your Name, email, phone number and business name.

Best Wishes

 

Greg Paul

Managing Director

Digital Tiger

(c) 2016 Digital Tiger

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How To Train Anyone to Sell.

  |   Uncategorized   |   No comment

With the headline that I put on this article there will be two types of people reading on.  Some will wonder how it could be possible to train anyone to sell and the others will be reading to prove that it’s a hoax.  Well I want to let you in on a secret there is no personality that people are born with that makes them a born salesman, and yes anyone can learn to be a salesman and be successful at it but there is some exact principles that you need to learn.

  1. Learn how to communicate.

Yes this can be learnt and yes it is a skill that can be taught.  I agree that someone who is an extrovert naturally will find this easier to achieve but you don’t have to be the most extroverted person in the room to be able to communicate. I remember a salesman once who was new in sales and went to see a client. The end result of the meeting was a sale and three referrals. A week later, his boss was sent an email from the person, who referred the client to the business, saying that the client had complained that the salesman had no personality and would never succeed in sales. Of course this was quite amusing to the boss, who knew that the way to measure a salesman is on sales made and this new salesman was already the best performer in the company after only a couple of months and had closed this client and gotten referrals with a “wet personality”. This simply highlights that you don’t need to be the life of the party to be skilled at communicating. We work with a course that contains 22 drills and can teach anyone to communicate effectively by the end.

  1. Learn the product.

Of course the next step is to know the product that you are trying to sell.  The salesman doesn’t need to know everything about your product but he does need to know enough to handle a prospect’s questions, or at least know who to talk to get the answer to the questions that he needs to know to close the sale. At this point it should be said that you don’t want your salesman getting so technically complicated that they confuse the client and don’t sell, but at the same time you don’t want them promising something you can’t deliver or failing to promise something that you can, and as a result bringing in clients you can’t deliver to or failing to bring in clients you can and should.

  1. Learn the skills of sales.

Great salesmen know that there is a simple cycle that they follow when it comes to sales. If you know the cycle and follow each time you try and sell a product you will get the best result. The same as any role that you might have, there is a way that it is done best and one that when you follow it you will get the best results time after time. This cycle can be learned and the different parts of it practiced until you can do it easily and effectively.

So if you have an idea that people can’t be taught to be salesmen you should know that they can be, and have been done around the world millions of times in the past.

Put simply; hire a productive person who you know can produce results and train them in the three areas mentioned above, measure their results and reward them for performing.

I hope this helps and I hope you have an awesome 2016.

 

If you would like to receive the regular Digital Tiger newsletter send an email to newsletter@digitaltiger.com.au with your Name, email, phone number and business name.

Best Wishes

 

Greg Paul

Managing Director

Digital Tiger

(c) 2016 Digital Tiger

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What Do You See?

  |   Social Media, Websites   |   No comment

It is that time of the year when a lot of us take time to review our lives and what we have achieved, and set our goals and plans for the new year.

When it comes to setting your goals for the new year there are two very important things to look at first:

 

  1. What you would like life to look like.
  2. What life is like right now.

 

Some people are very good at seeing what life is like right now and putting their attention on it, whilst there are others that are very good at dreaming of what life could be like or what they want it to be like, but they aren’t very good at understanding what life is like so they don’t know what steps to take to improve it.

 

I’ll tell you something though; the one that can dream but can’t see what needs changing is never going to make his dreams a reality, whilst the one that is stuck in the way life is like now and can’t dream will never create something special for himself.

 

When you get both together you get the special people who change the civilization. Great people throughout history could do both and left their mark on our culture – Ghandi, Martin Luther King Jnr and thousands of others – to a great extent or to a small extent.

 

So if you really want 2016 to be a year where you make a difference to your life and/ or the lives of others:

 

  1. Work out what you want your life to look like.
  2. Have a look at what life is like right now.
  3. Work out the steps you need to take to turn your current life into the life you want.

 

I hope this helps and I hope you have an awesome 2016.

 

If you would like to receive the regular Digital Tiger newsletter send an email to newsletter@digitaltiger.com.au with your Name, email, phone number and business name.

Best Wishes

 

Greg Paul

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The Paris attacks and Social Media

  |   Uncategorized   |   No comment

This weekend the world were told about the appalling attacks on innocent people in Paris, with over 100 confirmed dead and the attacks claimed by the Islamic State terrorist group.

 

In this article I am not going to give you my political opinion, my religious opinion and certainly not some new insight into what occurred other than to say that these attacks were not done by a political ideology, a religion, or any other philosophy, they were perpetrated by criminals. Yes they may have been done in the name of a religion but they do not reflect the nature of that religion nor any other religion.

 

For thousands of years men have disagreed on things. Often these disagreements have ended with fights and lives lost, as mankind we have a history of doing horrible things to each other.

 

Unfortunately when a group is corrupted by, or lead by a criminal, or a small group of criminals the outcome makes that group look criminal so we tar all members of the group with the same label as the criminals themselves.

 

Social Media has given an amazing voice to billions of people around the world. I can read about theories and ideas about what happened in minutes from someone in the US, France or even the Middle East by scrolling my feed on facebook.

 

Some of the messages that come through from those voices are uplifting: hearing that a Twitter hashtag was created within about an hour of the attack by Parisians who were opening their doors to people who were stranded from the attacks so that they could find a bed for the night, or about the taxi drivers who turned their meters off to ferry people home after the Metro was shutdown are uplifting stories that we love to hear.

 

On the other hand I have read people attacking Muslims and each other over what happened. Someone has an opinion and then someone else attacks that opinion. I noticed this get to the point where I read an article attacking people for using the French Flag filter that facebook created because it didn’t go far enough to solving all of the conflicts around the world. By the way I used the filter and changed my personal profile pic, not to offer an opinion as to who is right or wrong but as a way of showing empathy to the innocent people who were killed in the attack and their families.

 

The biggest lesson that should be noted is this:

 

“Terrorism by definition is the spreading of terror by criminals. You have amazing tools at your fingertips to be able to spread your message. Don’t help the terrorists by spreading messages of terror or hate. Let’s kill terrorism by spreading messages of love.”

           

Best Wishes

 

 

 

Greg Paul

Creative Director

Digital Tiger

(c) Digital Tiger 2015

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The Whole Point of Marketing

  |   Online Advertising, Social Media   |   No comment

The main function of marketing is people buying your products or services. Let’s not beat around the bush. You want to make money.

 

The way to make a living used to be catching your chickens, putting them in the cart and trudging down to the marketplace to exchange them for some cheese or a goat. It didn’t matter that the cart was dirty or the road long, the only way to survive was to get that chicken into the hands of the buyer. The marketplace was only open on Wednesdays and it was an hour away as long as you kept Dobbin the Donkey going at a good healthy trot.

 

Thankfully we’ve moved on. However, the key principles of marketing are just as valid today as they were then. For starters, all the potential buyers knew when the market was scheduled, where it was, and had a good idea of what you could buy there. The smarter vendors knew of course that a clean cart meant more sales.

 

Not so different today. If you want to find a new client you had better tell them what where & when they can buy & where they should.

 

It’s so frustrating to turn up at a shop, with cash in your pocket to find out that shop closed 1/2 an hour ago. They always close on Wednesday afternoons but just didn’t think to tell anyone. Except of course, the people that actually turned up on Wednesday afternoon and read all the messages in your window to try and figure out why the shop wasn’t open. How many Wednesday afternoon sales were lost that could have been re-directed to an online sale with one additional line added to your website?

 

With our 24/7 culture, don’t underestimate the importance of continuing with those age old strategies that worked. Online marketing is a way to get sales by using it to tell people how and when they can contact you. The customer may or may not not send you an order online or like your page, but how many of us have visited a shop because it was ‘familiar’ to us or accepted the call and allowed a salesman to book an appointment because their brand or company was known already?

 

We travel much further and can order produce from around the planet these days so Social Media Marketing is vital to help more potential clients find you. Of course, if you insist on closing on Wednesday afternoons, don’t clean the cart and forget the carrots for the donkey.You’ll probably go broke no matter how many prospects we drive to your door.

 

Subscribe to our newsletter by sending an email to newsletter@digitaltiger.com.au to receive regular updates as to how you can build your business through Social Media and the Internet.

 

Best Wishes

 

Amanda Betley

Managing Director

Digital Tiger

(c) Digital Tiger 2015

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How many posts are too much?

  |   Email Marketing, Social Media   |   No comment

I always find it amusing when I tell a new client that we are going to post twice a day to their facebook page and they react with horror.  A quick question usually gets the explanation that the client is worried that we will flood people’s facebook feeds and they will unsubscribe and hate the company.

 

The question that should really be asked is what is the number of posts, – or emails, or faxes for that matter – that give the best result for you and your client.

 

I heard a story a few years ago about a company that tested the number of emails that they sent to their database.  In the beginning they were sending one per week and tried sending two.  When they doubled the number of emails they also doubled the sales of the business, so they tried adding another email and kept doubling the sales each time they added another email until they were sending seven emails a week or one per day.  They found that this was the optimum result and created the most sales for them.

 

That’s not to say that seven is right for all businesses – in fact I can tell you it is not – we’ve got client’s who send one email per month and others that send three or four per week.  The best thing to do is test and see what works for your business and your clients.

 

The same applies to facebook and other Social Media posts.  We’ve found for most clients two per day is best and gets the best results.  Of course this again depends on the client and the strategy that they have.

 

We’ve got one client for example who sends out five messages per day to the same people on facebook and that brings him the best results.  I can only tell you that it is probably much more than you expect it to be.

 

The best advice I can give you is ignore your personal opinion and what you would want if you were your customer, for a start you are not your customer, so why would they think exactly like you.  Test things out and only go with statistics.  One of the best things about Social Media and all forms of Internet Marketing is how quickly you can get the statistics.  The results appear online immediately so you can adjust the plan and the posts as you go and very quickly.

 

If you need any more help send me an email.

 

Subscribe to our newsletter by sending an email to newsletter@digitaltiger.com.au to receive regular updates as to how you can build your business through Social Media and the Internet.

 

Best Wishes

 

 

 

Greg Paul

Creative Director

Digital Tiger

(c) Digital Tiger 2015

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Christmas Sales in October?

  |   Email Marketing, Online Advertising, Social Media   |   No comment

No the title wasn’t a mistake! I’d like to confirm that yes, I really do start to plan the January sales in October. Any marketer knows you don’t plan an event as it happens as that’s usually several weeks too late.

 

I’ve spoken to several Business Owners over the years about Christmas and the usual response is excitement about the holidays accompanied with a quiet resignation about the slow sales throughout January as, particularly in Melbourne, it’s expected that the Christmas Break extends to early February and no one expects to do much business then. Many of the business owners I’ve had the pleasure of talking with have this perspective and most of their peers feel the same way and would love to do business right up to the start of the holidays and jump straight back in without the slow start when they return, refreshed and ready to go.

 

So what happened? Why did all these businesses stop doing business when so many of them want to? The answer is almost too simple and is often overlooked.

 

They stopped communicating.

 

Let’s rewind a bit and have a look at what actually caused this slump in the January sales.

 

Do you remember that moment in early December you decided not to bother sending out any more advertising and promotion as the response rate was starting to slow? It’s a common error.

 

An abundance of sales isn’t created over night; it’s planned for way in advance. Don’t let your potential clients sleep on their way to the festive season, wake them up with some festive advertising that gives them an incentive to buy ‘before’ Christmas for a discount for something that can be delivered in January, promote a scarcity of places left in January or just remind them that yes you are still there and open for business and you hope they enjoy the holidays.

 

Anything! Just don’t stop communicating.

 

That’s the deadly mistake that kills your January sales.

 

Everything you send out from your business says ‘We are open and ready to do business with you’.

 

People don’t always buy on the first contact they have with you. How many times have we heard how many ‘impressions’ it takes to get a sale or; How many times does someone see your advert before they even notice you?

 

Of course if you want a BIG Christmas holiday to visit the rellies overseas, that’s a whole different ball game. You want to be out of there and packing in early December, lead times on sales estimated to be a couple of weeks, then a couple of weeks before that for the promotion to bite so…

 

Have a Merry October!

 

Subscribe to our newsletter by sending an email to newsletter@digitaltiger.com.au to receive regular updates as to how you can build your business through Social Media and the Internet.

Best Wishes

Amanda Betley

Managing Director

Digital Tiger

(c) Digital Tiger 2015

 

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