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Re-defining Marketing in St Arnaud

By October 1, 2015News

St Arnaud located in the North West region of Victoria is a town of just over 2,500 people. Like other towns in the region, there is the need to build capacity to assist in mitigating demographic challenges.

I was invited to conduct a two-day workshops exploring the foundations of marketing, and the application within businesses and not-for-profit organisations. We discussed the need for a strategic approach, with the core definition of marketing being the creation of value and how it exists to enhance capacity.

We identified potential target markets, assessed competitive pressures and delved into each of the elements of the marketing mix. Participants shared their experiences, so we were able to develop real world case studies that utilised a consistent marketing approach.

Over the second day we applied the marketing theory into the design of a website, ensuring consistent messages, clear call to actions and an understanding of how to measure marketing effectiveness.  Web based metrics, such as visitations and page views are inputs into the customer

Feedback was extremely positive and it was fantastic to see lively participation as we worked through the marketing concepts that will assist the many businesses and not-for-profit organisations in the community.

My thanks to the St Arnaud Community Centre for hosting the workshop and encouraging the strong community attendance.

Alex Makin

Author Alex Makin

In a career spanning over fifteen years, Alex has been instrumental in transforming, reinvigorating and growing the capacity of businesses and not-for-profit organisations. He is a visionary who understands the big picture. Alex’s expertise is a Certified Practising Marketer and as Chair of the Victorian State Council of the Australian Marketing Institute. Alex is also an accomplished speaker, author and mentor and former Mayor and Councillor for the City of Maroondah.

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