New mobile bike mechanic on Gold Coast makes me feel old 18 Feb 5:22 PM (last month)
This was bound to happen. After all, we’ve been in business for 25 years.
We’re now doing work for one of our client’s sons – who was barely born when we started working with his dad (the legendary Gold Coast cyclist and bike shop owner, Roger Campbell!).
Dan has started up a mobile bike mechanic and repair business servicing the Gold Coast. He does a lot of work with e-bikes – they are all the rage here on the Gold Coast.
A shout out to young Daniel– if you’re looking for a great mobile bike mechanic for e-bike and road bike repairs, he’s very experienced, expert and loves his bike.
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Shout out for Gold Coast Florist team 12 Feb 11:33 AM (last month)
A quick shout-out just before Valentine’s Day for our local fabulous Gold Coast florist, the team at Fifth Avenue Florist.
Jacque and the team have been blooming marvelous for 33 years now, delivering flowers all over the Gold Coast and bringing lots of joy.
It might be a squeeze, but if you’re looking for Valentine’s Day flowers for delivery give the team a try.
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Decreasing attention spans have changed marketing 9 Jan 2:01 AM (2 months ago)
I’ve been in advertising and marketing for over 25 years now, and have evolved some of my thinking over that time to be the exact opposite of what it was when I first started.
Distinctiveness beats Differentiation
A big one for me is that in 2025 (more than any other time), more than ever, distinctiveness beats differentiation every single time.
Traditional marketing wisdom tells us to focus on differentiation—finding unique features or benefits to outshine competitors—but the truth is that most customers these days don’t have the time, energy, or inclination to read the fine print.
Since 2004, the average time that a person can focus on one thing has dropped from 150 seconds to around 45 seconds. (Like any stat, take it with a grain of salt.)
- Distinctiveness is about being unmissable.
- It’s the funky jingle you hum weeks later.
- The bold color palette you’d spot a mile away.
- The quirky mascot that makes you smile.
Differentiation still matters, of course. You can’t promise fluff without delivering substance. But if no one notices your product, all the differentiation in the world won’t save you.
Distinctiveness is Creativity
Here’s the kicker: distinctiveness isn’t rocket science—it’s creativity. It’s putting your brand’s personality on steroids, being brave with your campaigns, and embracing the idea that memorable beats meticulous.
Consumers are overwhelmed by choice, making decisions based on what they recognise and remember.
In the crowded marketplace of 2025, the most distinct brand wins—not the one with the longest list of features.
So advertise frequently, and stand out. You HAVE TO STAND OUT.
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Wonderful recognition for one of Queensland’s legendary businesspeople 18 Aug 2024 4:36 PM (7 months ago)
Just great to see legendary Australian businessman, Stefan inducted into the Queensland Business Leaders Hall of Fame 2024.
Over his long career, Stefan became the largest private employer of apprentices in Queensland and has employed thousands in his various businesses.
His commitment and generosity to his team, friends and others is legendary and something I saw firsthand on many occasions.
As someone who worked just a little with Stefan on his marketing years ago, it was a privilege to work with a great businessman and even better person.
A seriously wonderful human.
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How King Charles almost copped me a massive fine 1 Aug 2024 10:47 PM (8 months ago)
With King Charles 3rd now on the throne, here’s a little story about how he gave me one heck of a headache for days.
One of the challenges of running a full-service ad agency is the need to be across every single detail.
Details like during the Commonwealth Games, knowing where your mobile billboards can and cannot go. i.e. not into events, not into restricted areas, not even into areas that can be seen by someone attending an event.
And definitely not into the high-security restricted area where the then Prince Charles and Camilla were doing a walkabout.
Oh, and definitely no stopping anywhere.
No Stone Left Unturned ….except for King Charles
We had ride briefings, GPS trackers and maps for the Mobile Billboards Ride Leader so there was no potential for error ….or so we thought!
What we didn’t count on was the Ride Leader being a massive Prince Charles fan and discounting every single directive so he could go and catch a glimpse of his hero.
Just 2 hours after the riders departed for the general event area (where we could legally go and get maximum exposure for our client) we received the first of many phone calls from the Commonwealth Games lawyers:
“Umm, can you please explain why your promotional mobile billboards are inside an event area, then inside the higher restricted area and have been stationary for 45 minutes? Do you know how big the fine is?”
Lessons:
- Never underestimate the power of celebrity
- Never overestimate how much direction people need
- Never underestimate how little people take in
Thanks King!
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A Marathon Effort With Great Results 7 Jul 2024 2:42 PM (9 months ago)
For quite a few years, we created and managed the website for the Gold Coast Marathon.
This was “back in the day” – 1999 – the very first time the event had a website.
It has been wonderful to see the progression of technology enhancing the athlete’s experience, along with supporters.
Back in 1999…
- Entry forms were by downloading a PDF file and sending it in
- Course maps were a simple graphic
- “Live updates” was me at the finish line snapping photos with a “new” digital camera and adding to the blog
- Results? That was a 2-3 day trial of getting the data together and uploading it to the website (and from memory, we couldn’t upload it before the results were published in the local newspaper)
…..Fast Forward to 2024
My son just completed the Gold Coast Marathon yesterday and the website is now a seamless experience with every conceivable pain point removed.
- Entry was at the click of a few buttons.
- Course maps are now detailed Google Maps, Course Fly Throughs via video and you can also download GPX files onto your phone.
- Live updates are now via a live stream (hosted by Marathon legend Steve Moneghetti), a Finish Line live stream and the tracking of every athlete with 5 km splits in real-time.
- Results are instantaneously uploaded to the website and the Athlete Tracker.
It has been great to see the race evolve into Australia’s biggest multi-race festival that many thousands (26,000+) compete in and enjoy each year.
Seeing that old graphic of the 2001 Marathon website makes me realise just how far we’ve come!
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High Google Rankings 7 Jul 2024 4:40 AM (9 months ago)
It can be challenging at the best of times to achieve high Google rankings for a website.
It’s been one of our specialities for many years and it has become increasingly complex over time.
So it was great to see some fantastic results achieved for a client last week.
20 new keywords in position 3 or better.
That makes for a very happy client with new customers buying lots.
I’ve always said investing in search engine optimisation (SEO) is simply like paying rent – great SEO can be like having your business in the best and biggest shopping mall in the world.
Contact us on 07 5534 1228 or use the form below if your business would benefit from higher Google rankings.
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Millennium Glass is a glass act 27 Jun 2024 9:15 PM (9 months ago)
We’re doing a little work with the team at a leading Gold Coast shower screens business, the lovely folk at Millennium Glass.
The business is run by Daniel and Shelly and has been for years now.
From stunning shower screens to bespoke glass installations, Millennium Glass brings a touch of elegance and functionality to every space.
The creative part of us has been coming up with possible ads, and the team is coming up with transparent ideas. A cut above the rest. You can see right through some of the jokes though.
The ideas are a clear reflection on our skillset here.
Stunning Shower Screens and more
They also sell mirrors – and after having a good look at themselves, decided that it was crystal clear they needed us on their side.
Welcome aboard, Millennium Glass! Let’s be a glass act together! (Definitely the last stupid joke.)
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Great marketing can be simple marketing 28 Apr 2024 5:28 PM (11 months ago)
Courting controversy can be a really neat way to build brand recognition.
It can be a slam dunk – this is the story of how Nike massively boosted the awareness around the now legendary Air Jordan basketball sneakers when they first came out.
You see, the NBA had a policy that sneakers used in games had to be 51% white.
Or the fine was $5,000 per game.
Michael Jordan wore the new black and red Air Jordan sneakers.
- Commentators were outraged.
- Opposition fans were outraged.
- The media was outraged.
Cameras were on Jordan’s sneakers every game.
The free publicity made them an instant classic.
Nike happily paid the $5,000 fine per game. They even made an ad about it.
They sold $70 million worth of Air Jordans in eight weeks.
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Neat example of really effective (and simple) marketing 25 Apr 2024 5:53 PM (11 months ago)
Tom Gilbey has a wine event experience business.
Here’s what he did to raise his profile massively.
Tom ran the London Marathon, stopping every mile to taste a wine. He named 21 of the 25 wines he had correctly.
- Weird (so perfect for PR)
- Engaging
- Differentiates Tom in his market
- Demonstrates his expertise
It was all videoed (of course). 3.2 million views on TikTok so far.
Now he’s receiving massive publicity for his personal brand and his business. Easy!
P.S: I could do what he did. Just without the running!
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