About

The TRUTH ABOUT MARKETING that nobody wants to talk about...

Almost all marketing people can be divided into two irresponsible groups

First there are the big marketing company people.

These poor misled souls spend their working lives deluding themselves and their clients with irrelevant ‘creative brillance’. They work in the marketing department of New Zealand’s large corporations and for the advertising agencies who steal their money. They influence everything you do because you and the people who make your marketing copy them. BIG MISTAKE. Please don’t ever copy the big marketing people. They don’t know how to make marketing increase their sales. They think sales is a dirty word. They prefer silly words like “Brand”, “Cut-through”, “Brand Equity” and so on. They are always prattling them off, they like the way those words sound in their mouths and roll off their tongues – never mind that those words have absolutely nothing to do with increasing sales.

But wait!

There’s an even more dangerous and insidious group of marketing people – they work in your local marketing and design companies. These people do the real harm. They reduce the potential of New Zealand’s businesses by distracting business owners from the real purpose of their marketing (the real purpose of your marketing is to increase sales – if that’s not happening then you shouldn’t be doing it!). Small marketing company people get you thinking about the ‘image’ of your company – which seldom, if ever, has any effect on your sales. They focus your attention on silly issues like what your ads ‘look’ or ‘sound’ like. They waste your time by taking your time off sales and onto your logo. For goodness sake – a logo NEVER INCREASES SALES! Big companies can survive when their marketing people waste their money. But chances are you can’t. If your marketing doesn’t work, you will not grow. Worse still, spending your money on poor marketing that does not work can run you broke.

I have made it a life-long objective to save New Zealand businesses from the silly advice of marketing people.

I used to call them ‘well-meaning’ marketing people, but as you will learn in the pages of this booklet, it is no longer hard to make marketing work. And for that reason, marketing people who have no idea how to use scientific marketing have absolutely no excuse.

For the first 15 years of my marketing career, I was one of those irresponsible marketing people who wasted money on brand marketing that doesn’t work.

Then something happened to me 25 years ago that forced me to learn from my mistakes. Read on to find out some of the valuable lessons I’ve learnt in the 25 years that followed. My team and I have helped hundreds of businesses around New Zealand and Australia dramatically improve their sales results through smart marketing.

Will your business be next?

Mark Holloway
Director
Holloway Hudson Burgess

TIPS & ADVICE TO GROW YOUR BUSINESS

4 QUESTIONS TO ASK YOURSELF BEFORE COMMITTING TO ANY MARKETING

It's so important you answer the questions in the right order though! Most people go wrong by starting with the final step!

ORDER TAKING VS. THE ART OF SELLING

One of the hardest things to change as a sales person is switching from "quoting mode" to "helping mode". You see, there is a major difference between order taking and selling.

HOW TO RANK BETTER ON GOOGLE!

It doesn't take much to see that online marketing is growing in importance by the second. These days the internet is at our fingertips almost everywhere we go.

ARE YOUR SALES PEOPLE AND MARKETING ACTIVITIES GENERATING RELIABLE, CONSISTENT AND REPEATABLE RESULTS?

One mistake many businesses make, is pinning all their hopes on "my next ad will bring 'em all in". The truth is, an increase in enquiry is only a small part in the equation of increasing sales and profitability.

If you have an increase in enquiry, it does not necessarily mean you are going to have more sales. Your ability to sell is directly correlated to your success, so it pays to invest the time in the development of strong selling and marketing strategies that work together, that are easy for your team to follow and provide reliable, consistent and repeatable results.

Leads

Conversion Rate

Average Sale Value

Frequency Of Purchase

Margin

3 Important Rules Every Business Owner Needs To Know About Sales & Marketing

FIND OUT WHAT ALREADY WORKS

The first fundamental rule is to take what already works (or has worked in the past) and find ways of using that to grow your business - then D.S.T.C them!

Discover your strengths Systemise them so everyone in your team is able to replicate them.

Train your team to embrace your systems and follow them Communicate your strengths to your customers with effective marketing.

HARDER! CHEAPER! BETTER!

When it comes to marketing, we as business owners and managers often search out the easiest option first.

The truth is, we have been tricked into thinking that effective marketing is flashy ads, radio jingles and glossy brochures.

More often than not, the things that actually work are often cheaper to implement and are the things that we would rather not do because they are hard work - like phone calls to past customers and seminars.

EVERY BUSINESS HAS THE SAME 5 BUILDING BLOCKS FOR SUCCESS

It's not uncommon for business owners to get stuck in a pattern where they are focused on marketing that is only about lead generation.

The truth is, it can be quite hard to create a massive increase in new enquiry year in and year out. A well-rounded marketing approach requires you to focus on more than just generating new leads.

Marketing Consultancy

Boost your sales and profits and turn your business into a MARKETING AND SALES MACHINE!

Our Marketing Consultants WRITE, DESIGN and PROJECT MANAGE all of your sales and marketing and strategies.

Not only that. They'll help you test and measure every single marketing campaign and they teach your people to sell more effectively. On top of that, you'll get the work of our graphic design studio to ensure all your pieces of marketing and sales materials are professionally developed and implemented.

If your business adopts this wonderful way to take control of marketing, your Consultant will call you every week at a predetermined time. They will spend the first six weeks learning everything they can about your business. We call this the 'discovery period' and it allows us to learn the reasons why your customers buy from you already. We call these your 'secret strengths' and without them your marketing will never work anywhere near as well as it could.

Then your Marketing Consultant writes a marketing plan just for your business - this is not some 'stuffy' document, but rather a blueprint for what you and your Consultant are going to do to build growth in your business.

Your marketing plan also includes a complete timeline of when your marketing campaigns should start and finish, how they will be tested and measured, and an idea of any third party costs that will be involved in printing, advertising, etc. Once this is all agreed to by yourself and your Consultant, they then turn around and start implementing it - they plan, write, design, measure and coordinate all of your marketing, as well as systemise and train you, your business and your team.

5 ways a Marketing Consultancy can bring GROWTH TO YOUR BUSINESS!

1. We do our homework first

Instead of rushing in and making ads, brochures and websites, Holloway & Hudson will spend a month asking questions first. This allows us find out WHICH MESSAGES ARE LIKELY TO WORK in marketing and advertising - and just as importantly, what doesn't.

2. We train you and your team to sell

When a business gets an increase in enquiry, it can be quite common to have trouble converting all the enquiry further. As a result, they lose most of the potential new sales. We teach you how to sell before the demand starts.

3. We test and measure MANY different ways to market

To increase sales, your business needs to have five or more SUCCESSFUL WAYS to generate new leads. We keep testing until that happens for you.

4. We don't stop training your people to sell, ever!

We keep training them, we keep measuring their results and keep helping them to improve. Training once is not enough!

5. We build an inventory of what works for you (and what doesn't)

Your business keeps repeating its failures because you never record them. We record all your marketing results, the success and the failures, so you NEVER REPEAT THE FAILURES again.

How a MARKETING CONSULTANCY works

Stage One: Discovery

At the beginning of the process your Marketing Consultant will lead you through a six week discovery period. During this time, your Consultant will need to meet with you on several occasions to discuss and 'discover' your business.

Stage Two: Planning

At the same time as the discovery process, your Consultant will be developing a marketing and sales plan for your business. This will also include a timeline and suggested third party budget.

Stage Three: Testing

Once you and your Consultant have agreed on your marketing plan, they will work alongside you and your team to put your plan into action. You will have the full backing of your Marketing Consultant and the Holloways design team.

Stage Four: Review and regroup

As the programme progresses, your Consultant will regularly ask you to review progress to identify what is and isn't working. Your Marketing Consultant will give you specific tools to help gauge the success of your marketing.

Stage Five: Coaching

Your Consultant will meet with you via phone or video call for around one hour every week. During this time you will discuss sales, marketing and other business challenges. Your Consultant will offer an "outsider's perspective" with the intention of helping you to increase both sales and profits.

What Our Clients Say

Holloways have helped us co-ordinate, streamline and add discipline across all our sales, advertising and marketing activities.

As well as this, they have shown us a different approach to integrating our sales and marketing strategies.

They've trained all of our sales people and written, designed and co-ordinated all our marketing efforts (online, digital, TV, print, radio and more).

Holloways play a vital role in our overall success and ongoing growth.

Emma Parsons Group Retail Manager - Applianceplus

View All
What Our Clients Say

Holloways know us very well, they get us and are an extension of us and our thinking.

At Booth's we like to do things a certain way, Our Way and when we talk about our brand you get everyone taking notice. Our brand is the billboard doing 3 million kms a month across NZ, it's the brand our customer recognize as quality and on time, our teams are proud of it and we attract new team members that want to come and be a part of it.

So, when we think of any marketing exercise our first call is to the team at Holloways. They can turn the largest of projects around quickly, with high quality work that seldom needs changing. They take the time to know us and know where we are heading. We are proud to partner with the team at Holloways.

Dallas Vince CEO - Booth's Logistics

View All
What Our Clients Say

We are seeing results with a much more focused sales process. It feels good to be winning.

The team at Holloways did a great job when marketing to us.

Their approach to growing their own customer base made us think, well if they can do the same for us, let's get on board. We like their integrated approach; they quickly became part of the team and helped drive our sales and marketing strategy as well as keep us on track.

We are seeing results with a much more focused sales process. This wasn't the easy way out for us, it does involve change and effort, which was made clear going in. It feels good to be winning.

Greg Rodger Director - TR Industries Ltd

View All
What our clients say

Holloway's unique approach to helping their clients across both the sales and marketing functions is unlike anyone else I've worked with.

Not only have they helped us overhaul and streamline our marketing strategy and collateral including web, digital, print and social, but they have also been integral in mapping out and documenting our sales system and processes. Together we have successfully configured our CRM setup including automations and reporting to help provide much needed visibility over our end-to-end lead tracking and sales performance. By helping us bring together the sales and marketing functions correctly, we now have a powerful set of strategies, systems and business support tools to help drive our own growth plans

Trevor Preston General Manager - Ezyline Homes

View All
What Our Clients Say

They quickly grasped our situation and provided workable solutions, rather than just marketing ideas.

PF Olsen is New Zealand's largest independent forestry services provider.

Holloways has assisted PF Olsen to develop and implement our marketing strategy for several years. I am impressed with their hands-on approach and practical solutions.

They interact well with our staff at all levels and locations throughout our business and provide a consistent approach to new work development. They provide an excellent sounding board for our ideas, as well as providing innovative ideas of their own. They have quickly grasped our situation and sector, which has enabled them to provide workable solutions rather than just marketing ideas.

Scott Downs Director of Sales & Marketing - PF Olsen

View All

Director
Mark Holloway
Mark Holloway
Director
Mark's passion, and his methods for increasing our client's sales are legendary: Holloway's unique sales systemisation and coaching techniques - coupled with effective marketing - are transforming business's fortunes in NZ and Australia.

Mark believes in sales. People who hear him talk on the subject get excited. It's hard not to. His message is that sales is the hub that the commercial world turns on. Obvious, right? Actually no. Most companies are in the business of doing what they do, not selling what they do. He points out that you can have the best product or service, but if your selling system is mediocre, and the people who talk to customers are not regularly coached, then you will achieve way below your potential.

If a business believes in what they sell, it's their responsibility to be good at selling - life is too short, he says, to have a fantastic product or service yet always come second (or worse) because your sales approach is disorganised, and your people aren't effectively monitored and managed.

Mark's distaste for corporate cookie-cutter sales training methods and their typically fluffy marketing have made him few friends in the corporate world, but business owners in both countries continue to see significant gains as a result of his methods.

Mark and his two partners, Steffan Hudson and Gareth Burgess, have developed a unique mix of sales systemisation, sales coaching and scientific marketing that is bringing life back into business.

Although Mark is no longer involved in the day to day running of the company he still plays an active role as our founding Director in the companies strategic direction.
Director
Steffan Hudson

Email Steffan
Steffan Hudson
Director
- steffan@holloways.co.nz
Coming from a large family, Steffan's personality makes him fit right in as a loved member of our team. His enthusiastic energetic personality and quick wit has us all in fits on a regular basis.

Steffan is dedicated to making sure his clients have the great systems in place so that when the leads roll in, they get the best results. Wise beyond his years and a background in FMCG management, Steffan brings strong business beliefs and experience to his clients. Steffan strives on producing continuous results and is always busy coming up with smart refreshing ideas for growth for not only his clients but all of Holloway's clients.

Steffan's sales training is a key strength of his consulting style and you can tell that he truly knows that if followed the sales training will increase conversion dramatically! Several clients have seen fantastic results with one client lifting 12 months work of sales in the first 3 months of the year.

Qualified with a Bachelor of Management Studies through Waikato University, Steffan completed his degree majoring in Marketing. His previous background in FMCG has meant that he really understands the importance of increasing sales and getting a return on investment.

Outside of work Steffan enjoys snowboarding or a relaxed round of golf. He's also a pro in the kitchen and his family enjoys being on the receiving end of his gourmet creations whatever they may be. Steffan loves spending time with his family and enjoys getting outdoors where ever possible.
Director
Gareth Burgess

Email Gareth
Gareth Burgess
Director
- gareth@holloways.co.nz
Gareth is a highly motivated people's person who thrives on a challenge and loves working with a diverse range of businesses. Bringing with him a can-do attitude and a wealth of business, marketing and sales experience Gareth rounds out the Holloways leadership team.

Originally from Taranaki, before moving to Palmerston North to study, Gareth completed a Bachelor of Business Studies with a Marketing major through Massey University.

Gareth's relationship with Holloways first began in 2007 when he joined our team as a Marketing Consultant. He very quickly proved himself to be incredibly effective at using the Holloway approach to help his clients dramatically improve their sales and marketing results. Within 18 months of joining the team Gareth was elevated to the role of Senior Marketing Consultant where he managed a large portfolio of clients and was directly responsible for the management and training of his own team.

In 2009 Gareth was head-hunted by a New Zealand-based Kayak manufacturer where he first assumed the role of National Sales and Marketing Manager. He later took on additional responsibility for International Sales and Exports. In this capacity, he travelled the world developing relationships with key wholesalers, distributors and retailers from many different cultures.

In 2015 Gareth returned to Holloways to help oversee and drive both our client's, and our own, sales and marketing strategies. His sales experience and practical marketing knowledge makes him the ideal person to advise businesses on simple ways to create long-term and sustainable increases in sales and profits. Alongside his sales and marketing skills, Gareth also has a very well rounded business acumen and carries a lot of specialty knowledge with regards to sales training, coaching, business systemisation and people management.

Outside of work you will find Gareth trying to keep up with his two sons, playing squash, coaching kids sports, or enjoying the outdoors via fishing, diving, camping and hunting.

The TRUTH ABOUT MARKETING that nobody wants to talk about...

Almost all marketing people can be divided into two irresponsible groups

TIPS & ADVICE TO GROW YOUR BUSINESS

4 QUESTIONS TO ASK YOURSELF BEFORE COMMITTING TO ANY MARKETING

ORDER TAKING VS. THE ART OF SELLING

HOW TO RANK BETTER ON GOOGLE!

ARE YOUR SALES PEOPLE AND MARKETING ACTIVITIES GENERATING RELIABLE, CONSISTENT AND REPEATABLE RESULTS?

Leads

Conversion Rate

Average Sale Value

Frequency Of Purchase

Margin

3 Important Rules Every Business Owner Needs To Know About Sales & Marketing

FIND OUT WHAT ALREADY WORKS

HARDER! CHEAPER! BETTER!

EVERY BUSINESS HAS THE SAME 5 BUILDING BLOCKS FOR SUCCESS

Our Services

Enquire Now

Boost your sales and profits and turn your business into a MARKETING AND SALES MACHINE!

Our Marketing Consultants WRITE, DESIGN and PROJECT MANAGE all of your sales and marketing and strategies.

5 ways a Marketing Consultancy can bring GROWTH TO YOUR BUSINESS!

1. We do our homework first

2. We train you and your team to sell

3. We test and measure MANY different ways to market

4. We don't stop training your people to sell, ever!

5. We build an inventory of what works for you (and what doesn't)

How a MARKETING CONSULTANCY works

Stage One: Discovery

Stage Two: Planning

Stage Three: Testing

Stage Four: Review and regroup

Stage Five: Coaching

What Our Clients Say

Holloways have helped us co-ordinate, streamline and add discipline across all our sales, advertising and marketing activities.

Emma Parsons Group Retail Manager - Applianceplus

What Our Clients Say

Holloways know us very well, they get us and are an extension of us and our thinking.

Dallas Vince CEO - Booth's Logistics

What Our Clients Say

We are seeing results with a much more focused sales process. It feels good to be winning.

Greg Rodger Director - TR Industries Ltd

What our clients say

Holloway's unique approach to helping their clients across both the sales and marketing functions is unlike anyone else I've worked with.

Trevor Preston General Manager - Ezyline Homes

What Our Clients Say

They quickly grasped our situation and provided workable solutions, rather than just marketing ideas.

Scott Downs Director of Sales & Marketing - PF Olsen

We're ready to talk when you are...

9 Common Questions About Working with Us

So, who are Holloway Hudson Burgess (HHB)?

Why does my business need HHB?

How are HHB able to help businesses, even those already at the top of their game, to sell measurably more?

What results have other businesses seen?

What do you mean our marketing will be measurable?

How will I find the time?

Will I have one point of contact at HHB?

What are the different services I will get from HHB as part of this programme?

What guarantee is there that HHB will give me the results I want?