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Does Australia’s America’s Cup Tradition Deserve Better?

Published by in Sports Marketing, yacht racing on February 18th, 2011

In 2008, I started Yachtsponsorship.com. The site came about because I had been working in sports marketing for a number of years, worked with some incredibly professional people and learnt a few things about how sport can be used to inspire, but more importantly, the commercial value of sport. Having seen the best practise employed by organisations like NASCAR, Manchester United and MotoGP, I turned to a sport that I had grown up with as a kid. Sailing is more mass-market in Australia. In Melbourne, I grew up next to the sea and I remember watching sailing on free-to-air television, from the annual Sydney Hobart Yacht Race, to 18ft skiffs during the lunch-break of the cricket to the historic morning that my dad got me out of bed to watch Australia II win the America’s Cup in 1983. The blog

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SEO Tools – Can Marketing People Learn New Tricks?

Published by in Featured, Marketing on January 24th, 2011

I’m certain that Search Engine Optimisation (SEO) was not a subject that was on the curriculum when I studied marketing. However, in the year 2011, it’s hard to call yourself a digital marketing consultant and not understand the drivers behind new customer acquisition via search engines like Google and Bing. SEO is not as sexy as witty, or zeitgeist catching creative. It’s not as trendy as social media or as cutting edge as location based services with augmented reality, but my informed guess is that Google and Bing send more customers to your site than any of these marketing methods. Despite the fact that most businesses say that being on the top of Google is one of their most important customer acquisition methods, marketing people (like me) have never really been given the SEO tools to help clients take control of this essential digital

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