For those of you who aren't familiar with our beguile of of the advertising industry, just read the first chapter of Timbo's book - Cha Ching. However, we thought we'd get Russel Howcroft, arguably Australia's "Mr Advertising", on the show to defend his industry. Russel tells us about his advertising background, the success of the Gruen Transfer, and argues that televisions is still the cheapest form of advertising on a cost per thousand views basis.
We also launch our fist Marketing Intensive...
Small Business Big Marketing 2 Day Marketing Intensive - Click here for more details
Is Advertising for You? Russel Howcroft Thinks So (PDF Transcription)
SBBM #22 – Is Advertising for You? Russel Howcroft Thinks So.
Ms Evancich: This is the Small Business Big Marketing show with Tim Reid and Luke Moulton. This show is lovingly put together for small business owners by small business owners to get practical ideas about attracting more customers more often. So, if you're serious about building your business strap in for the ride. Now, here's your hosts, Tim and Luke.
Tim: Lukey, Lukey, Lukey. Look at you.
Luke: How are you, Timbo?
Tim: Oh, yes, good thank you, Luke. How are you?
Luke: Very well thanks, mate.
Tim: Very very serious, like given I'm trying to sort of build the energy and you're bringing it one down.
Luke: Bringing it down. No, I'm sorry. Sorry, mate. I had a big day yesterday. I had a long day ...
Tim: I know you did.
Luke: ... so I will try to keep the energy up.
Tim: I know you did. And it's good, you've ... have you blow waved your hair?
Luke: Something like that.
Tim: You have, haven't you?
Luke: And you haven't shaved so ...
Tim: A little quaff.
Luke: ... we're even.
Tim: Correct. Correct. Lukey and listeners, welcome back to Small Business Big Marketing the place where you, the small business owner, and if you're not a small business owner, turn off. Yeah, we'll get them to turn off. What do you reckon?
Luke: Don't turn off.
Tim: No, no, don't turn off.
Luke: You might be a marketing manager, you might be someone looking for inspiration.
Tim: Yeah, yeah. Might be a chemist.
Luke: You might be a chemist.
Tim: Anyone who needs to stay in contact with their customers.
Luke: Hopefully a legal chemist.
Tim: An illegal chemist?
Luke: A legal, not illegal.
Tim: Absolutely, absolutely. As opposed to ...
Luke: Not a backyard ...
Tim: No. Like an industrial chemist.
Luke: ... meth lab chemist. We don't want any of those.
Tim: Right, okay. And so a place to come, small business owners, to learn how to do marketing that works, really.
Luke: Correct. And that doesn't cost an arm and a leg, Timbo.
Tim: Cost an arm and a leg.
Luke: We've got ...
Tim: And ...
Luke: We've actually got a user ... a user. We've got a list ...
Tim: Speaking of meth labs.
Luke: A listener question that we're going to address ...
Tim: Oh, Lukey.
Luke: ... towards the end of the show.
Tim: Lukey, this listener question is from Martin Leow, I don't know how to pronounce that. It brought a tear to my eye.
Luke: It did.
Tim: It really touched a nerve. And so it's a big question and Martin is clearly in a little bit of strife with his business and by God we're going to pull him out of it, Luke.
Luke: We're going to try.
Tim: We are going to pull him out. Hey, Lukey?
Tim: What is on your mind?
Luke: What is on my mind, I have one big thing on my mind actually, Timbo.
Tim: Yep, yep.
Luke: Going through our stats of recent ...
Tim: Luke, Luke.