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As the sun rose over the rolling greens at Riversdale Golf Club on Thursday 18 May 2017, the packed room of plumbers learnt about the latest trends in marketing.
Business Breakfast series MC and host, Warwick Merry, opened the presentations with a revealing look at some of the world’s most recognisable logos, highlighting the hidden messaging in their designs and explaining the importance of maintaining a consistent brand.
Warwick then invited Michael Karaliamis of Motto Creative, and Master Plumbers own Elaine Mathews to the stage for an in-depth Q&A session about how your logo can give you a competitive edge. Michael shared some great advice about what to consider before commencing on a logo development / branding exercise, including things such as your company name, service offering and how to choose the right person for the job.
Elaine then drew on her extensive knowledge and background in PR and communications to emphasise the importance of setting a marketing budget so that the logo could be utilised effectively as part of an overall marketing plan and strategy. Of particular interest to Master Plumbers members in the audience, was the benefit that allows them to co-brand their business with the Master Plumbers logo, supported by a Branding Guidelines document that explains how and where to use the logo correctly. Members also have exclusive access to the 10 steps to marketing your plumbing business booklet and the Marketing Strategy Questionnaire. All of these resources can be accessed via the Member Dashboard on the website.
The next guest speaker was David Fuller, an online and digital specialist and Director of Essendon Creative, who gave a thought provoking presentation titled “The art of being a tortoise”. David has worked with Master Plumbers member companies Tomlinson Plumbing and Roofrite to help them achieve great results. He went through what the key elements of a solid online presence should look like, including the importance of being clear and consistent with your approach, and knowing your target audience.
The final speaker for the day was already known to many in the audience. Philip Coombs spent an impressive 25 years at the helm of A.G. Coombs before starting Simply Business Australia, the company he now operates to assist small and medium sized business owners and leaders improve profit growth. Philip spoke about an often overlooked but very powerful and cost effective area of marketing: referral partners and the power of word of mouth. He explained that the objective of referral marketing is to generate profitable leads through others providing referrals, backed up by an impressive statistic showing that referrals have a conversion rate of typically up to 80%. After sharing his secrets for success in this area, he ended with his hot tip that “In business you cannot improve anything without making change, and that includes doing something different”.
Congratulations also goes to the door prize winners. Jackie Corentin from Corentin Plumbing who won the Tradelink Kincrome tool tote bag, and Brad Cassidy from The Drain Man who won the Cbus cheese board prize pack.
If you haven’t been to a Business Breakfast event recently, why not come along to our final Breakfast event for 2017 and see for yourself the improvements and changes we have made to deliver more value and better content for our members. On 17 November at Caulfield Racecourse we will be focussing on how to improve your Business Operations. Click here to register your interest now and to receive event updates.
Master Plumbers Members can watch videos of the speakers and download the presentations. Simply log in to your Member Dashboard.