Written on the 12 July 2011


BUSINESS owners need to focus clearly on their target markets and leverage off relationships to achieve stronger results, according to a popular strategic marketing mentor.

Marketing Key International director Rachael Watt (pictured) regular presents business seminars teaching companies how to exercise simple, structured, effective and affordable marketing.

A common error she witnesses is businesses attempting to reach a wide consumer market without doing the appropriate research into what segments will provide the best return on investment.

“Trying to be all things to all people is a big mistake that many business owners make,” says Watt.

“Establishing your clear niche or point-of-difference should be the first priority and this provides the initial insight into where your target demographics lie. Another common mistake is not converting an existing database into long-term business relationships.

“Many business people basically accept sales as one-off transactions and don’t attempt to leverage a relationship for future transactions. They need to identify not only who their target market is, but who they want to belong in their business longer term.”

Watt is hosting a free Marketing Key International one-day event for Gold Coast business owners and marketing professionals on August 6. Taking place QT Hotel Surfers Paradise, she hopes to alter perceptions that marketing is hard and expensive.

“With the right formulas, tools and techniques anyone can successfully market their services and achieve real results,” she says.

“Business owners will not only have the necessary knowledge to promote what they do more effectively, but will have already put in place the foundation blocks for business marketing success and a marketing action plan guaranteed to result in more clients, more sales and ultimately increased profits.”

For more information on the event, visit






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