5 Lessons in Building a Tribe from a Music Festival
November 30, 2011
By Kate Tribe, Tribe Research
I just got back from the Huntington Estate Music Festival. A great five-day program, organised by Musica Viva, is performed by musicians from all over the world in the wonderful barrel room at Huntington Estate in Mudgee NSW.
Over the last two decades, they have been building an audience that continues to come back each year (and invites friends and family to come along as well)… they’re a loyal tribe!
Each year, I notice how they do many little things to help foster the loyalty.
Here are five key things they do:
It all starts with a great product
No matter how lovely you are, you need to have a great product that people will buy, again and again. Mostly trusting the quality of the key component – the program. This year the festival sold out before we knew the program or musicians. Carl Vine regularly puts together a great program that is mixed with a range of music and instruments. The food is good quality, but not overdone. The wine is excellent and free flowing. As an audience, you rarely feel limited in experience and you have the trust that it will be the same or better the next year.
Start the festival with feedback
If the previous festival had feedback forms, they communicate back to the audience at the start of the next festival how they listened and changed. At the end of the 2010 festival, they said how they needed to grow the audience. This year had more than 100 new patrons, mostly generated by the 2010 audience introducing friends to the festival. As an audience, we were thanked.
Invite introductions
The host, Nicky, includes in her introduction how she knows everyone’s name (from organising the tickets and seating) and many of the faces (from seeing them over the years), but doesn’t have all of them connected. She invited people to come and chat to her so she can join the names and faces. It means that many people at the festival feel they know her, connected, and integral to the festival rather than an attendee.
The musicians wander around the festival and sit with the crowd to eat, so you can easily chat to them. This creates a greater connection to the music than you usually have when you attend a concert and it is quite magical.
The Musica Viva staff all had name tags so you knew who they were and could easily talk to them. The Huntington Estate & catering staff all wore branded t-shirts so you knew who to ask for help.
Listen & adapt during the festival
Each year and each day during the festival, they are adjusting so that it is constantly improving.
Feeding 500+ people when they flood out of a concert is no easy task, especially when the clouds above have also opened and it is an outdoor eating environment. The process was regularly adjusted through the festival to be more efficient. New tents sprung up, seating was changed, extra staff appeared to assist in the more difficult situation. The continual adjustments made during the festival showed their focus on the experience for the audience.
Apologise for issues & show how they were fixed
Whenever something went wrong (which is always going to happen at an event that size), they fixed it, apologised and explained how it was fixed. They were upfront and honest about what was going on.
What little things can you do to foster loyalty and build your tribe?
MORE GREAT BLOG POSTS BY KATE TRIBE
- Four End of Year Tribal Connecters
- Customer Feedback Survey Response Rates
- More isn’t always better when getting survey participants
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Kate Tribe – Tribe ResearchKate Tribe is the founder and Managing Director of Tribe Research. Kate has developed Tribe Research into an innovative and creative company focusing on accessible ways for business, non-profit and government sectors to grow from a better understanding of their tribe. Tribe Research aims for customers to explore their tribes of clients, customers, suppliers and staff, to uncover their views, and drive change in each clients business. Kate understands that as leaders of an organisation you need to be clear-headed about your marketing and business planning priorities and has made this a primary focus of Tribe Research’s solution. Kate believes that getting to know your tribe should be an enjoyable journey of discovery that gives you a clear head and direction to move forward, to drive change in the right direction.
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Put Your Best Foot Forward: Healthy Lifestyles for Working Women
November 29, 2011
Catherine Saxelby runs Foodwatch.com.au, a web community designed to help busy women eat well, stay slim and stay energised. Catherine and her team are accredited nutritionists who understand the modern food supply and make it easy and practical to eat right.
In this interview, we discuss how a healthy lifestyle ensures working women always put their best foot forward.
In this video interview we discuss:
- The mistakes working women make when it comes to eating a balanced diet
- How to enjoy caffeine wisely, without overdoing it
- The most common energy drainers
- The steps you can take to ensure you get a good night’s sleep
- Plus, Catherine shares her experiences using new media to raise her public profile
Enjoy this interview with Catherine Saxelby.
Watch this interview on the Australian Businesswomen’s Network website.
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About the In Her Shoes seriesIn Her Shoes is a regular video series presented by the Australian Businesswomen’s Network and BNet.com.au. Each interview features an inspiring businesswoman and her strategies for success. New episodes are released regularly. Become a Community Member for regular updates. StartUp and Growth Members get updates automatically. Become a Community Member with the Australian Businesswomen’s Network. |
Transforming Your Business Reputation
November 26, 2011
Carden Calder is the co-founder of Australia’s largest specialist financial services communication and public relations, BlueChip Communications. In this interview we discuss the key element of effective reputation management, regardless of what industry you are in.
As a founding partner Carden grew the business from start up to become Australia’s largest specialist financial services communication and public relations firm within two years. Clients include banking providers, fund managers, government, industry associations, insurers, researchers and consultants to the industry.
In this video interview we discuss:
- The key elements to managing your business reputation
- Warren Buffet’s philosophy on reputation management
- How social media can impact your reputation
- The role that citizenship, governance and leadership play in your brand management
- Why the product your delivery needs to hit the right buttons with your audience
Enjoy this interview with Carden Calder.
Watch this interview on the Australian Businesswomen’s Network website.
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About the In Her Shoes seriesIn Her Shoes is a regular video series presented by the Australian Businesswomen’s Network and BNet.com.au. Each interview features an inspiring businesswoman and her strategies for success. New episodes are released regularly. Become a Community Member for regular updates. StartUp and Growth Members get updates automatically. Become a Community Member with the Australian Businesswomen’s Network. |
Why You Should Guarantee Your Service – and Brag About It
November 25, 2011
By Vivienne Kane, Minuteman Press Prahran
Many of you will have heard of Flight Centre’s Lowest Airfare Guarantee. It’s central to their marketing strategy – and reinforced by their Unbeatable tag line. You may not be so familiar with The Clean Plumber – a plumbing service which guarantees to arrive on time – or their service is free. Or the inner Melbourne hairdresser who guarantees you’ll be satisfied with your new hairstyle – or they’ll redo it, or pay you to go to the competition to have it fixed.
Many business owners see guarantees as something to avoid – they’re frightened to commit to a standard of service or product delivery in case the customer invokes the guarantee. By contrast, savvy businesses see their guarantee as a powerful tool to acquire and retain customers. It can add real power to your marketing message and build loyalty with your existing customers.
In the customer’s mind, it lowers the risk of purchasing – and the reality is, many customers won’t invoke a guarantee, even if the service standard isn’t reached, as long as their problem is effectively solved. In five years, the hairdresser has only had her guarantee activated twice.
What are the attributes of a good guarantee?
It should be:
- Easy to understand and communicate – The Clean Plumber’s guarantee is quite specific. If they don’t arrive by the agreed appointment time, there is no charge for their service. They also guarantee to leave the work area cleaner than when they arrived – and the customer makes the call on that.
- Meaningful – it needs to address issues that are important for the customer.
- Easy to Invoke – the system needs to be simple and customers should be encouraged to use it. Their dissatisfaction shouldn’t be exacerbated by having to jump through too many hoops.
- Easy to Collect – The collection/rectification procedure should be quick, easy, and on the spot if possible.
A guarantee is not only good for the customer – it’s good for your business, because it will force you to focus on your customers, and generate useful feedback. Guarantees require you to articulate what will satisfy your customers, how to identify when something has gone wrong, and what you will do if that happens. If you choose to offer a guarantee, you’ll need to set very clear guidelines for all staff about expected service standards, failure points and how to avoid, report and rectify them.
That sounds like good business sense to me, so why not get some marketing mileage by bragging about it?
MORE GREAT BLOG POSTS BY VIVENNE KANE
- Are you making champagne promises – and delivering beer?
- Are You Creating Cranky Customers?
- The Customer is Always Right – Even When They’re Wrong
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Vivienne Kane – Minuteman Press PrahranAs the owner and operations manager of Minuteman Press Prahran, a franchise print supplier, Vivienne works with small business customers every day. She runs the business, and their online specialty division CalendarPrint, with her husband Nicholas and their talented staff. With a customer base which often has little experience in buying print, Minuteman Prahran’s point of difference is making the process as painless as possible. Vivienne is a strong advocate of clear and reliable communication as a key tool in winning and keeping customers. She started her professional life as a Speech Pathologist, and enjoyed a variety of roles in administration and community groups before establishing Minuteman Press in 2000. She has three Gen-Y adult children, is an almost an empty nester, loves travel and is a member of two book clubs.
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The 7 Pillars to the Ultimate Efficient Business
November 24, 2011
Does it ever feel like “unknown-to-you time” is being stolen from you AND you don’t know how to stop these leaks?
This new webinar shows you how to recover time and work super efficiently, so that you and your team can get on with your work… and enjoy life!
During this one-hour webinar, Angie Spiteri of Time Equals Money will share the keys that will allow you to:
- Create uninterrupted focus in the workplace
- Resolve conflicting priorities
- Create your own customised powerhouse for tracking and managing
- Formulate the BEST solutions to create a REAL sense of urgency
- Keep in the direction of your targets (WITHOUT stress)
- Uncover personal time stealing habits – and create unique solutions to resolve them
- Lose the team habits that STEAL your time and MONEY
Plus:
- “The Delegation Rules of Thumb”: How to ensure what you need done is DONE — ON TIME and CORRECTLY (No last minute panic)
- “Accelerated Thinking Techniques”: Did you know that with the right process, you can create solutions in 8 minutes that are just as powerful as ones that take 3 days to formulate?
Event Details:
The 7 Pillars to the Ultimate Efficient Business – National Webinar
| Date: | Tuesday, 13 December 2011 |   |
| Time: | 10.15am for 10.30am – 11.30am AEDT | |
| Venue: | Webinar, from your home or office | |
| Price: | Growth Members: FREE | |
| StartUp Members: FREE | ||
| CommunityPlus Members: $35 | ||
| Community Members: $39 | ||
| Non-Members: $39 |
Members – Login to get your discount. Not a member? Join today and save over $390 in webinars each year!
Not able to attend? Complete your registration and a recording of the webinar will be sent to you after the live event.
Note: You will need internet access to participate in this Webinar. Call costs may apply if you do not use VoIP (Voice over Internet Protocol).
Guest Speaker:
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Angie Spiteri, Time Equals MoneyAngie “Speedy” Spiteri is an Efficiency Specialist who has helped over 1000 people recover on average, 2.3 hours per day and increase their productivity by a massive 25-45% through her simple tips and tricks. Her business, Time Equals Money, is dedicated to helping you make informative and reliable decisions regarding the efficiency of your business — with less stress in today’s competitive world. |
What is a webinar?
A webinar is a web-based seminar. To participate you will need high-speed internet and a USB headset (with microphone). Instructions will be sent to you on receipt of your registration.
Not a member?
Join today and you save hundreds of dollars each year on workshops designed to help you be more successful as a businesswoman. Membership is less than $1 a day! Learn More about Membership Now.
Is this event right for you?
This event is suitable for women in all stages of business.
The StartUp Success Webinar Series
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This event is part of the StartUp Success series of webinars which are free to all members of the Australian Businesswomen’s Network. For details on the benefits of Membership take a look at our Membership Comparison Chart. For details on other webinars – see the Events section on our website. |
What’s Next?
Register below through our secure online shopping system. Upon registration, you’ll receive confirmation of your attendance. If you have any questions you can send us an email or, call 1300 720 120. If you are a member, remember to login to get free entry.
Business Mentoring for the 21st Century
November 24, 2011
By Suzi Dafnis, Australian Businesswomen’s Network
When I first started my business, I was 26-years-old and didn’t have a lot of business experience. I was lucky enough to have a one-on-one, face-to-face business mentor. At the Australian Businesswomen’s Network, we have taken the traditional business mentor model and brought it into the 21st century.
We offer a six-month mentoring program, MentorNet. Our program has won awards due to the way we use technology to facilitate collaboration. We have one mentor who could be situated anywhere in Australia (or anywhere in the world) and a mentoree who can similarly be in a small country town in Australia in a rural area or in a big city. Each mentor mentors a small pod of mentorees.
The program delivers not only mentoring
…but training in key business areas — and we use online collaborative tools in order to do that. Over six months, participants learn how to put together a business plan that includes finances, marketing, HR and all the core elements of a solid business plan. Further, we have an online, closed-door community that’s hosted in the cloud, where they go to read case studies, answer questions and post on their own blog about their findings.
Every two weeks, we conduct a web-based seminar using GoToWebinar by Citrix — we have an expert presenter who delivers information and interacts with the other people on the call. For example, when we enter the marketing module of the MentorNet program, the expert presenter asks participants to share their key marketing strategies.
Information exchanged in real-time
The Citrix GoToWebinar tool allows users to exchange information in real-time, link to their business websites and even share desktops. The chat function lets other participants give their impression of websites and other marketing materials. In this collaborative, interactive environment, participants can tell each other, “I’m lost when I arrive at your home page” or “The wording in this section is really complex and hard to understand.” The ability to get the input of other successful and aspiring businesswomen has been very helpful and made our MentorNet program a success.
The 2012 MentorNet program begins on 12 June. Learn more about the program. Registration is now open.
MORE GREAT BLOG POSTS BY SUZI DAFNIS
- What Should I Write about on My Business Blog?
- How Guy Kawasaki Enchanted Me
- Make Telephone Interviews Work: Tips for Preparing and Conducting Virtual Interviews
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Suzi Dafnis – Australian Businesswomen’s NetworkSuzi Dafnis is the Australian Businesswomen’s Network’s Community Director and Chairperson of the Advisory Board. Suzi has been involved with the network since 1995. In 1998, she took over the network from its founder and has since managed and grown the network. She remains its media spokesperson and a champion of women in business. She is also the editor of the ABN’s newsletters, author of the herBusiness blog and presents the In Her Shoes video series and herBusiness podcast.
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Growing a Business with Social Media – Video Interview with Angela Vithoulkas
November 22, 2011
Angela Vithoulkas is the multi-award-winning CEO of VIVO cafe, one of Sydney CBD’s most recognisable cafe brands. She has forged a strong reputation for the cafe through clever marketing techniques and a belief that customer service excellence forms the basis of every successful business. She is passionate about small business, women in business, and social responsibility.
In this video interview we discuss:
- How Angela balances working IN her business (spending hours on the shop floor) and working strategically on business growth
- Why small business is a power behind Australia’s economy
- Why she doesn’t believe in “balance”
- How she has successfully used social media (Four Square specifically) to drive customers to her stores
- Plus, Angela shares your top strategies for making your small business work.
Enjoy this interview with Angela Vithoulkas
Watch this interview on the Australian Businesswomen’s Network website now.
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About the In Her Shoes seriesIn Her Shoes is a regular video series presented by the Australian Businesswomen’s Network and BNet.com.au. Each interview features an inspiring businesswoman and her strategies for success. New episodes are released regularly. Become a Community Member for regular updates. StartUp and Growth Members get updates automatically. Become a Community Member with the Australian Businesswomen’s Network. |
Member Kristy-Lee Johnston says Women Better than Men at Social Media
November 21, 2011
Member Kristy-Lee Johnston of Footprint Recruitment was recently quoted in a story for news.com.au about how female business owners have embraced social media and online retail more than their male counterparts.
Kristy-Lee says:
“It’s really easy to make connections with other people and introduce yourself much more simply. Getting to face-to-face meetings can be more tricky or time consuming.”
Read the full article on the Herald Sun website.
Kristy-Lee is one of our herBusiness bloggers. Read her latest blog posts here.
Masterclass: Effective Website Copy
November 21, 2011
Is your website underperforming, but you don’t know why? Could it be that the copy on your site is not effective in reaching your business goals, but you’re not sure what changes to make?
This Masterclass on Effective Website Copy is perfect for any business owner who knows their website could have more oomph — but isn’t sure where and how.
By reviewing three member websites, Belinda Weaver of Copywrite Matters will show you:
- The copywriting “must haves” on your website
- How to make your web-copy more readable and engaging
- How to improve your appeal to search engines (without compromising your brand)
- What your website copywriting might be missing to help you convert customers
- Where you can cut the fat from your web-copy to keep your reader interested
Belinda won’t cover website design specifically, though she may make a few suggestions. Just don’t tell your web developer they came from a copywriter!
Submit Your Website for Review
If you would like your website to be reviewed during the live webinar, complete the form below.
NOTE: While Belinda will only be reviewing a small number of websites, business owners will be able to pick up excellent copywriting tips to help them improve the performance of their website.
The best advice will come from reviewing websites that aren’t performing. For example, if they are not getting the amount of enquires/leads wanted, but the owner doesn’t really know why. The critiques will not be “tear-em-down” or rude, but the owner should have an open-mind and be prepared to listen to some constructive advice on copywriting.
What is a Masterclass?
Masterclasses are small-group sessions that focus on specific member issues and offer practical advice in a hands-on way. Masterclasses are one of the many benefits of Growth Membership and are often conducted by other Growth members who are experts in an area that is needed and wanted.
Event Details:
Masterclass: Effective Website Copy – National Webinar
| Date: | Wednesday, 14 December 2011 | |
| Time: | 10.15am for 10.30am – 11.30am AEDT | |
| Venue: | Webinar, from your home or office | |
| Price: | Growth Members: FREE |
This webinar is open to Growth Members only. Learn more and sign up for Growth Membership.
Special Offer: Sign up for annual Growth Membership and receive 2 BONUS months free PLUS free advertising for your business.
Note: You will need internet access to participate in this Webinar. Call costs may apply if you do not use VoIP (Voice over Internet Protocol).
Your Speaker:
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Belinda Weaver, Copywrite Matters
Belinda is a professional marketing copywriter who confidently walks the line between writing effective online copy and creating an engaging online brand. Belinda knows what it takes to make a big idea happen. She uncovers your brand voice and selects the right combination of words to make your target market STOP on your website and come back for a second look. |
Submit Your Website for Review During the Live Webinar:
What is a webinar?
A webinar is a web-based seminar. To participate you will need high-speed internet and a USB headset (with microphone). Instructions will be sent to you on receipt of your registration.
Not a member?
Join today and you save hundreds of dollars each year on workshops designed to help you be more successful as a businesswoman. Membership is less than $1 a day! Learn More about Membership Now.
Is this event right for you?
This event is suitable for women who are managing a business and those who are in the Growth stages of business.
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The Business Growth Webinar SeriesThis event is part of the Business Growth series of webinars which are free to those with Growth Member membership to the Australian Businesswomen’s Network. For details on the benefits of Growth Membership, take a look at our Membership Comparison Chart. For details on other webinars – see the Events section on our website or visit our webinar library to access lapsed webinars on-demand. |
What’s Next?
Register below through our secure online shopping system. Upon registration you’ll receive confirmation of your attendance. If you have any questions you can send us an email or, call 1300 720 120. If you are a member, remember to login to get free entry.
Thinking Outside the Box: How to Prosper in a Candidate-Short Market
November 21, 2011
By Kristy-Lee Johnston, Footprint Recruitment
I seem to have spent a lot of time lately discussing with clients the pitfalls and frustrations of a marketplace that seems void of quality talent.
Business owners, managers and decision makers have been questioning whether it’s their business, their culture, what they have to offer, their clients, projects, salaries, benefits or any other tiny detail that has caused them to be in a situation where they are finding top quality talent hard to attract.
In most cases, the simple reason is: there are not enough quality candidates in the market to fill available positions.
In our local marketplace, we see this in many technical, specialist and professional areas, such as engineers, chartered accountants and technical managers. But the same situation could apply to any market at any point in time – it’s a matter of pure supply/demand economics.
So how do you attract candidates to your business in this market?
In my opinion, there are two key things to look at:
- Rule out the obvious; you need to look really carefully at your business, and attitudes, to make sure it’s not in fact you and your pre-set ideas which are excluding your ideal candidate. What I mean by this is:
- Are you paying a fair market salary which would attract your ideal candidate?
- Are you looking for a candidate with ‘all the bells and whistles,’ but in fact are not allowing this applicant to use all of these on the job?
- Are you looking for more in a candidate than what the role really needs?
- Are you looking for someone who actually doesn’t really exist?
- Once you have ruled this out, you now need to think about how you can attract the candidates you want in a market that is not on your side. And my simple solution is this – think outside the box.
The reality is that it’s not going to be easy, but if you fight on the same grounds as every other employer, you’ll probably lose in one way or another. So think laterally, think like a candidate and think left field!
Like when assessing your sales and marketing mix, you look for your Unique Selling Point, do the same as an employer.
What can you offer a candidate that’s better, different or more exciting than other employers in your marketplace?
While salary is always important to candidates, it’s often not the deal breaker, and many candidates are happy to ‘trade’ a little on salary if their other desires are met within a role.
So can you offer more exciting projects, creative outlets within work time, other non-monetary benefits like flexible work hours or multiple locations? Get creative, think outside the box and get your applicants attention!
MORE GREAT POSTS BY KRISTY-LEE JOHNSTON:
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Kristy-Lee Johnston – Footprint RecruitmentKristy-Lee Johnston is the Director of Footprint Recruitment, a Central Coast based Recruitment and HR agency which is run by locals, for locals.
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