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

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TIPS & ADVICE TO GROW YOUR BUSINESS

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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!

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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.

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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.

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

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.

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Conversion Rate

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Average Sale Value

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Frequency Of Purchase

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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.

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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.

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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.

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Our Services

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.

Holloways Team Photo June 2022-517

  • They they have significantly added value to our business in so many ways

    We have been working with Holloways for over 4 years and they have significantly added value to our business in so many ways. The initial relationship was built around developing an effective modern sales CRM process. Together we pulled apart and rebuilt how and when we communicate with our customers from first contact right through to signing off a completed project and the ongoing follow-up. They introduced us to a new CRM software tool but the real value add was in the steps and meaningful content we built into the process.

    The sales process work has continued and we now use their services for our website, social media and marketing content copywriting. They take the time to fully understand our business and with the tenure of the relationship and the expertise they provide we consider them a true business partner not just a supplier.

    Brian Dewar Managing Director - Park Supplies and Playgrounds

    Park Supplies HHB testimonial Image

  • 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 help 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

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  • 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 coordinated 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

    Appliance-plus2

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  • 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

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

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9 Common Questions About Working with Us

So, who are Holloway Hudson Burgess (HHB)?

HHB is a unique Business Growth Consultancy founded in 1986. The company was formed to help privately owned businesses achieve measurable growth through their sales and marketing efforts. We help businesses across New Zealand and Australia get consistent, reliable and sustainable improvements from their sales teams and marketing.

Unlike others who try to occupy this space HHB have shown proven expertise in all three disciplines required to increase profitable sales (1) sales systemisation and coaching, (2) measurable marketing, and (3) strategic yet practical business advice.

Why does my business need HHB?

There are three parts to your business, 'Getting the work', 'Doing the work' and 'Getting the money'. If you want reliable long-term growth 'Getting the work' needs to be just as systemised as 'Doing the work' and 'Getting the money'. In most businesses this isn't the case which is why companies hire HHB to achieve long-term sustainable growth. To make that happen we systemise your sales processes, regularly coach your sales and customer service staff and test and measure your marketing until you are spending less for every sale it brings in.

When getting the work is systemised you can turn the workflow on, and off as needed. This allows you to stay ahead of your competitors and reduces the risks normally associated with investing in growth - you can go ahead and invest knowing you have control over how much work comes in. Accountants love our tested methods of making growth more consistent, reliable and sustainable.

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

The answer to that is quite simple: We do what sports coaches do to help the best athletes get even better - they study what the athlete is already doing right and get them doing more of it. In the example of HHB, your business is the athlete and we work alongside the people in your company who already sell the most. We draw out their strengths (which are often unknown to them) and get other team members doing what they do - then we coach them to make sure they keep doing the things that work.

Plus, we use low cost marketing to tell the selling stories your best people already tell. Marketing always works better when it says to lots of people; what your best people say to one person at a time.

What results have other businesses seen?
  • Reductions in workload, better bottom lines, sales teams that are easier to manage and deliver more consistent results - and the ability to make informed marketing decisions.

  • A New Zealand farm equipment company experienced a year-on-year growth in sales of 25% after we systemised their sales approach, coached their people used testing to uncover the things that now make their marketing work better.

  • A New Zealand engineering company achieved record sales when we systemised their sales approach and coached their reps.

  • An Australian swimming pool manufacturer had us coach salespeople across their 37 dealers and saw sales increase by 12% when their industry was experiencing a downturn. They also experienced significant improvements in all key areas of their marketing - their website is now the most popular swimming pool website in Australia, their social media generates enormousweb traffic and their 'How to Buy a Pool' Guide, generates record enquiry.

  • A small New Zealand company selling broadbandsatellites to farmers with poor internet saw sales go from three units per month, to ninety when we systemised their sales approach, coached their team and improved their marketing.

  • A group of privately owned NZ retail stores saw their sales team achieving a consistent approach and their marketing spend reduce

What do you mean our marketing will be measurable?

Do you get frustrated with marketing measurement charts that talk of 'impressions', 'click-throughs' and other metrics that are almost impossible to relate to your bottom-line results? HHB measure the things that are actually important in business - the number of quality new leads your marketing is generating, how many of those leads your team are converting to a sale and whether the average value of each sale is increasing.

We'll do that measuring with you. Our teams will work together to measure the five areas that are most important to the growth of your business: The number of new leads you are able to talk to, how many of them you convert, the average size of your sales, repeat business and referrals, and your bottom line. Then each month we'll decide together what improvements still need to be made to both your sales approach and your marketing.

How will I find the time?

How serious are you about achieving change? Great results aren't easy to achieve, otherwise everyone would be achieving them. But they are possible with the right approach and effort. The first few months of the change will be the hardest, not because of extra work, but because the tasks and the thinking around your sales and marketing approach will be different. We'll teach your people to stop doing the things that don't work and start doing the things that do. You won't work more, you'll work differently.

Will I have one point of contact at HHB?

Yes, that's imperative to getting the best results from the HHB system - you will have your own HHB Consultant. That person will produce your sales and marketing framework and then carry out the work necessary to achieve your goals - your consultant will systemise your sales approach with your team, coach and support your people regularly and plan, write and coordinate your marketing including social media, digital, web, video, and print. And where appropriate, radio and TV.

Your consultant has been rigorously trained in all HHB systems, is expert at delivering them and is already involved working with other HHB clients.

Your consultant will meet with you weekly to plan the work for that week and report on the last. Then during the rest of the week they will work with your people and on your marketing to complete the projects they plan with you in the weekly meeting

What are the different services I will get from HHB as part of this programme?
  • All training and coaching of your sales team including:

    • Sales mapping
    • Sales systemisation
    • Sales training and coaching
    • CRM setup, training and support in maintaining it
    • Sales management coaching
  • Social media management

  • Online marketing - newsletters and direct mail

  • Google Ads - Search, Display, Remarketing and Shopping campaigns

  • Websites - new builds, overhauls, ongoing maintenance and SEO

  • Videos for website use, social media, online marketing, and sales presentations

  • Editorial and copywriting

  • Direct Mail campaigns

  • Existing brand improvements and overhauls

  • Graphic design and branding

  • Tradeshow and Field Day Stand design, POS, handout material and training for show stand attendants

  • Company profiles, brochures and all other printed collateral

  • Product user guides for your customers

  • Newspaper, radio and TV advertising

  • Billboards and signage

  • Advice and coaching for management in areas relevant to achieving your growth goals (E.G. time management, staff culture, recruitment)

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

We have structured our service so that instead of receiving large bills for different projects, you pay a fixed monthly fee which you can cancel when you want. That guarantees that sales and marketing costs never get out of hand and allows for accurate budgeting and forecasting.

We also guarantee that after the initial two-month period you can cancel our service, for any reason, with 90 days' notice.

All of the above means we are constantly guaranteeing that you will only be employing HHB if you are happy with our service, finding it valuable and feel it is positively supporting you in the attainment of your wider business and personal goals.