Cochrane-based Cox Promotions Ltd. is celebrating Small Business Week, which runs Oct. 19-25, by bringing guest speaker David Saxby to town.
Saxby, a speaker, trainer and sales and marketing consultant with 25 years of hands-on industry experience will be presenting his ‘Thinking Outside The Box’ seminar to his Cochrane audience Oct. 22 at the RancheHouse.
Registration begins at 6 p.m. for the wine and cheese event, which runs from 7-9 p.m. followed by a question and answer period; tickets are available for $25/person or $40/couple at coxpromotions.ca.
The Eagle sat down with Saxby, to talk about the overarching themes of his seminar — namely his thoughts on traditional versus social marketing; his ‘SPARK Formula’; and his thoughts on how to keep businesses evolving and moving forward in such a dynamic, fast-paced environment.
“One of the biggest challenges for businesses now is the shifting focus on social media,” explained Saxby, adding that businesses often mistakenly confuse social marketing as being better than traditional forms because it’s (largely) free.
The traditional marketing or ‘push media’ is where the message is put out there and awaits a response or an audience; social media or ‘pull media’ is more owner/source-controlled content, where certain groups are attracted to specific threads or topics.
Saxby remains confident that the most successful businesses will develop a business marketing strategy that incorporates both types of media.
His signature ‘SPARK Formula’ is based on five elements:
The first is to develop a ‘Strategy’ — an approach or how to position your business in the marketplace.
The second is ‘Positioning’ — “how do you place your message in the mind of your customer that stands out from your competition”.
Third is ‘Attract Attention’ — how to use and combine push and pull media to attract and build your audience and generate new customers.
Fourth is ‘Resources’ — the cost to reach 1,000 people; time management; the sustainability of your business model and chosen media; and all other factors affecting monies in versus monies out.
The fifth and final is ‘Keep Marketing’ — measuring and monitoring marketing results and going back to the strategy to revamp or maintain.
Off all the businesses Saxby has consulted and worked with over the years, he enjoys working with businesses in the growth phase, coupled by passionate entrepreneurs who have the drive to bring their ideas to fruition, with a little guidance.
“When I see the light go on — I think that’s what I enjoy the most about speaking,” said Saxby.
With respect to the influx of big box stores opening their doors in Cochrane:
“I think it’s a matter of opening your mind with the big box stores coming here — how do you adapt/change/survive,” he said, adding that for all that these larger retail provide, there are always gaps or niche markets for smaller businesses to fill.
Visit sparkcommunications.com to learn more.
