government procurement

What drives public sector enterprises to buy?

Building an effective marketing strategy to public sector in Australia requires insight and an understanding of the structure and complexities of the markets you are targeting.  A “one-size-fits-all” approach is simply insufficient in today’s complex procurement environment. Readers found our recent blog B2B vs B2G – Set your enterprise marketing strategy  useful as it outlined…

tick from the government

Getting the tick from Government

When marketing to government it is important to consider the environment or framework in which decisions to spend ‘tax payer dollars’ are made. Government agencies must ensure they can justify every purchase and prove they have got the best value for money. The various state governments and the Federal government have websites outlining the procurement…

organic search vs paid search

Organic search v’s paid search

Why do we pay for a particular keyword when it’s already ranking well organically? It’s an often asked question by many, if not everyone who has some experience with Google Adwords, especially for people who only have limited resources for online marketing campaigns. Background To answer this critical question, Google released a report on this…

targeted marketing to schools

7 Top Tips to Reach Teachers

As marketers we have a variety of options to reach schools including email, phone, snail mail, door knocking, social media and fax. Each of these options have strengths and weaknesses. So what works best? 1. In recent years there has been a move back to snail mail but it is also the most expensive option…

invisible man

Do customers sometimes make you feel invisible?

Have you ever sat in a restaurant and the waiter serves everyone else before he gets around to serving you? Do you feel like you must be wearing Harry Potter’s invisibility cloak? Sometimes in business we feel the same way. Customers are buying from our competitors but not us. Are we invisible? We have the…

sharing is nice

Shared Services – Threat or Opportunity?

What does it actually mean when you see ‘Shared Services’ in a contact’s job title? What actual service is being shared… and by whom? A shared services model is the sharing of back office functions. In the private sector this has traditionally existed in ‘head offices’ whilst in the public sector it has taken the…

marketing to health

Marketing to health – it’s worth the pain

As the baby boomers continue to age – the Australian health industry must keep pace. In the last several years it has grown by a whopping 7.6% annually. Of the $87.3 billion that is spent every year on health, $37 billion comes from the Federal Government alone. Private health insurance and out-of-pocket payments by patients…