Sally Curtis, a South Australian marketing professional with 20 years across cosmetics, grocery, and franchising, shares four keys to marketing success: know your target market, position yourself as the local expert, create simple powerful campaigns, and commit to consistency like an Olympic athlete trains.
with problems that she can turn into opportunities and solutions. So with that, please give a warm welcome to Sally.
Speaking up in close proximity, I'm just going to use the microphone because I've got a little bit of a quieter voice than Danny
has. So thank you everybody for the warm welcome. It's great to see some familiar faces in the audience and some smiling faces, so thank you. As Danny said, yes, very much I'm Sally Curtis. I'm Sally Curtis, a proud South Australian. I've been here in Australia, and particularly in Adelaide, since I was 5, and I've always lived, worked, played, and created mischief and mayhem here in, in the Adelaide market. I'm very, very passionate about our business, our business growth, and certainly sharing some of those great success stories that many of our South Australian businesses have either had or are about to have. So very, very passionate about the things that we can create here in this very local market. So as a way of introduction and to share a little bit of my story up and just give you a little bit of background on myself. I have been in business development, sales, and marketing for 20-plus years in a variety of different industries. So I've worked in cosmetics, I've worked in grocery, events, franchising, and even did a stint in government for a while, as well as nonprofit. And in those industries, I've been both an employee, an employer, or a consultant. So I've worked in lots of different roles. Roles and titles there as well. I've also created a number of different businesses myself from scratch, both online businesses and offline consultant or service-based businesses, and we still own several of them. Also owned franchises there for a while as well, and with the Aussie Farmers Group there, I was actually a consultant, coach and consultant to a large number of franchisees that were all individual business owners that happened to have the same business, but all did their local area marketing very, very differently. And that's totally okay. It's about finding what works well for you in your local market. I've also had some great successes and some massively epic failures. So at one point or another, I've probably walked in your shoes. at some point, and I have certainly sat at my desk late at night going, oh my God, why did I do this? So lots of different experiences, lots of really great learnings, and I've been able to leverage those learnings and then share those as part of what I do in my consulting and coaching. So through all of that, I've learnt that business success is all about following some really simple but very key principles. So I'm here today to share 4 of those key principles with you. And of course, it's really about the 4 steps to creating your advertising success. And the very, very first one is really about defining your target market, really getting to know who your customer really is and what makes them tick, as well as how do you become that local marketing expert? What paid and unpaid opportunities do you have to really maximise your business growth over the long term and for the long term? As well as we'll go through and show you some examples of how you can build really, really effective advertising and keep it really simple but very, very powerful as well. And fourth, commitment and consistency, which is my little soapbox moment. where I do talk about that commitment and consistency really is the key to any success. Now, obviously, we're talking about your advertising and marketing success here, but if you look back on what we've just been through with the Olympics, etc., obviously the Olympic athletes are doing something consistently and they're very committed to that something that they're doing as part of their training process. And that is no different to business. Business is exactly the same, and that is exactly how you create your own success. Thank you. So while we go through and I pose some questions to the audience as it relates to defining your target market, I'd like you to think about your business and what you're going to be doing in the lead-up between here and Christmas, and then what you're going to be doing as far as your business goes for the next 12 months. And also think about not only the goals
