Advice

4 REASONS MOST ADVERTISING FAILS

How many times have you decided to SPEND MONEY ON MARKETING, only to discover it didn't work?

Thousands of NZ business people suffer the same disappointment every year. Yet there is no need for this to happen. The fault is not yours. The problem lies with the marketing professionals you hire, if they don't know how to boost your profits with marketing. Here are the four secrets about what has been going wrong with your marketing.

1. You didn't tell your customer what they wanted to know.

Designers think that ads should be works of art (sound familiar?). Ad agencies are hell-bent on entertaining your target audience with humour and puns and many media reps just want to sell you space. Yet research shows your customers are natural window shoppers - they are looking for products that interest them. They want to know whether your product can make their lives more pleasant or solve a problem. This means that telling your customer what they want to know in your marketing is JUST AS IMPORTANT as what your marketing looks like. You MUST combine good design AND what your customers want to know if you want your marketing to boost your profits.

2. Your marketing did not tell a 'selling story' or appeal to the 'self-interest' of your customer.

Your customer wants to know 'what's in it for them' - does your product have something they like and enjoy? If so, your ad must tell them and it must do so quickly. If it does not, the TV watcher, or newspaper reader, will move on and you will have wasted your money.

3. Your customers did not associate your 'brand' with a benefit.

There is an enormous amount of money wasted on what managers wrongly think of as 'branding'. Many managers think of branding as a look that must stay consistent in their ads. They hope that this will have a magic effect on sales. But most of them are disappointed, because unless your customers associate your brand with a benefit, you've wasted your money.

4.You didn't make it clear who your ad was for.

Eighty percent of people will only read the headline in your brochure, website or newspaper ad. And they only take notice of the first few seconds of your radio ad or TV commercial. If you have not summarised your selling story in those few short moments, you have WASTED ALL YOUR MONEY.

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

More

Conversion Rate

More

Average Sale Value

More

Frequency Of Purchase

More

Margin

More

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

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. He's relishing his role as General Manager and always looks forward to a challenge.

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 wife April enjoys being on the receiving end of his gourmet creations whatever they may be. Steffan loves spending time with his family and often spends a Saturday fishing out on the family boat.
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 our client's 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 or enjoying the outdoors via fishing, diving, camping and hunting.

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.

Enquire Now

How many times have you decided to SPEND MONEY ON MARKETING, only to discover it didn't work?

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

Leads

Conversion Rate

Average Sale Value

Frequency Of Purchase

Margin

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

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!