I’ve experienced recently with marketing, is that I wanted to buy another car for my wife and we went to the car dealer and we’ve bought three previous cars from this car dealer. I rang up the Salesman and didn’t get a response. I rang the dealer again to try and speak to my seller the fellow, and about three weeks later I get a phone call back from a girl saying, “Oh Peter has moved to another department.” Peter was a salesman. “Peter’s moved to another department, that he’s rather busy at the moment, but it will get to call you in two or three days”.
My name’s Doug Constable and I’d like to talk a little bit about marketing and marketing your business these days. And one of the things I think that we should do is have confidence in ourselves, to be able to feel the market and what it’s doing.
You know, over the last little while, one thing’s come out is the great institution of Myers or Coles Myers. How they are downsizing and how they are having to change the market. And I thought of the time when I first thought of that, well what did they expect? You go into a Myer store and you have to try and find something and what you find is that the staff are busy doing other things or there are no staffs around and there’s no one to serve you.
And I had the experience of going into the Myers here in Melbourne, with my wife looking for a pair of shoes. We went over to the counter and she said, “Oh yes, Can I help you?” We gave the shoe and said we wanted in this size. She came out with the box and gave it to us and said, “Here, try that off” and went on to serve another client and then she went to the counter to serve someone else and they actually paid for them and here we were with a set of shoes that actually was too smaller size, so we wanted a bigger size; after and it was a good thirty minutes of walking into the store finding this and finally getting the shoes, we walked without a sale.
One of the things I see quite often is where a business manager’s been appointed to a business. And while in essence, I think that’s an excellent idea; the thing to do again is to have a monitoring way to see where our business manager performs. Too often what happens is a business manager comes in and builds up the contacts and the relationships and then either goes off to another company or starts his own business and he’s got a free leg up and our business is left floundering.
We are in Melbourne at the MCG and it’s finals time again. And I remember as a youngster living over in South Yarra and coming across Paul to park and coming across to the MCG and kicking a can, a soft drinks can all the way across. In those days it was very much tribal warfare. You had two different suburbs in the VFL and you bear it for a suburb. Now you may not live in a suburb but you bear it for that team and the players played for the jumper and they would bleed for the jumper. There’s been a transition over years of this playing for the jumpers, but there is still that individual intensity and what’s happened is, as opposed to your play for your local suburb or in the country you’ve played for your local country town to where the players these days have an inbuilt intensity for themselves. And over the years we’ve seen touches of brilliance of players that would rise above the situation to force the games through.
It’s interesting to note that the footballs like two season, one is the season to get to the finals and the other one is this September season where we play finals. The teams that have been the most successful and ultimately won the Premiership are the ones that have played well in September. The last couple you’ve had Footscray and the Bulldogs and you’ve had Richmond and bad teams that have come from nowhere the season before and certainly with the Tigers last year, the preceeding season there was a lot of noise out there for their coach. As a club they’ve been able to turn it around together a good AFL season that’s got them into the final series and then put together a good final series and it was like that the season before with the Bulldogs but they were able to play in the finals and not even in the top for being the finals and then proceed to put a good September together and ultimately win the flair.