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Promote your positives

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I've only been to the Silver City, Broken Hill, once in my life, but it was memorable and I’ve written about it a few times.

Let me say I suspect that I could go there again, given the fact that they are the kind of funsters who will get an economist like me to entertain them at the town’s entertainment centre!

The whole experience was ego-inflating, with the local radio station doing a long interview and local TV doing promotional ads for the big night.

To be honest, I reckon Mike Whitney talking about facing the West Indies attack and rooming with Merv Hughes could have been more entertaining than yours truly, but, believe it or not, the mob in Broken Hill wanted to hear about small business.

Not that my reputation has gone before me and I have got onto the ‘must have’ list. No, the once great mining town was on the brink of waving the mine goodbye and the town’s leaders were keen to do everything to keep its economy going.

Clearly, they needed a pull factor and it was my argument that an extensive marketing campaign had to happen to draw Australians to Broken Hill.

I don’t know about you, but I have always been fascinated about Broken Hill since seeing the Aussie movie Wake In Fright. In particular, I can’t forget the scene with Chips Rafferty playing the local cop taking the Pom teacher to the two up.

I suspect those heady, boozy days are over, but, from afar, I have always thought the city had a certain mystique, albeit a rough-edged, blokesy one.

Being a typical over-pampered city type, Broken Hill seemed too far to drive and too hot for a holiday, yet I went to Uluru a while ago, swam at the resort and had a marvellous formal dinner under the stars at the foot of the Rock.

That night, the entertainment sounded nearly as boring as an economist talking small business with an astronomer booked to do stand up under the stars. He was great and I have looked at stars differently ever since.

My point is this: Broken Hill, like every individual business – and for that matter, every individual striving for recognition at work, in life, in school or in sport – has to accentuate the positives.

What have been some of the best travel ads in Australia?

Easy, it’s the ‘So where the bloody hell are you’ ad for Tourism Australia; ‘You will love every piece of Victoria’; followed by the Melbourne spy ad and the bathe between the flags Queensland commercial. I don’t watch much television, but these have stuck.

Tasmania, South Australia, WA – if they have promotional ads, I can’t recall them.

If you want customers or fans or even friends, you have to work out why they aren’t coming and change yourself or the way you communicate with them.

It takes work and as the old cliche goes – the only place where success comes before work is in the dictionary.

Work on your business, not in it. To learn how, book a complimentary business assessment today with a Switzer Business Coach.

Important information:This content has been prepared without taking account of the objectives, financial situation or needs of any particular individual. It does not constitute formal advice. For this reason, any individual should, before acting, consider the appropriateness of the information, having regard to the individual’s objectives, financial situation and needs and, if necessary, seek appropriate professional advice.

Published on: Thursday, January 28, 2010

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