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Marketing specialist Paul McCarthy has worked with brands like NAB, Metricon, The Salvation Army and Heinz, and on June 4, he’s bringing his expertise to Warrnambool.
Presented by the Warrnambool City Council, ‘Tea & Talk’ is a chance for professionals and small business operators to catch up, share ideas and hear from a guest speaker.
Mr McCarthy said that in a time when people are bombarded by marketing messages almost constantly, being able to position yourself as “a Category of One” is crucial.
“The reality is it’s easier for people to make noise now than it’s ever been,” he said.
“Doing promotional activity and self-promotion usually results in very little attention being gained.
“Marketing is more than the process of throwing up ads or promoting the business. It’s about all of the interactions along the way with the customer and the total customer experience.
“The Category of One is about figuring out how you can create a unique proposition.
“The old adage is: it’s not what you know it’s who you know, but in modern business it really isn’t about that anymore. It’s about who knows you, and what do they know you for?"
He said that positioning yourself as an expert in a particular field adds value to your customers and leads to long-term relationships.
“Give more information, more education, not just about yourself, but that adds value to the customer and draws them towards you,” he said.
“You become the educator and the trusted source.
“The principle holds true no matter what line of work you do or the industry you’re in.
“When you are working in big organisations, it becomes more about the individuals thinking about how they can position their own expertise and develop their own brand within the walls of an organisation.”
Mr McCarthy said he was looking forward to a fun morning in Warrnambool that will give attendees lots of opportunities to get involved.
“My presentation style is not to lecture at people,” he said.
“I believe adults learn best when they’re engaged in the learning experience.
“If you listen to something, you get a little bit of information, if you write it down you get a little bit more, but if you’re engaged and involved in the learning process I think you’re much more likely to go away and take action on the ideas.”
Tea and Talk with Paul McCarthy will be held at the Warrnambool Racing Club from 10am-12pm on Wednesday June 4.
Tickets are “buy one, get one free”, so $25 covers admission for two attendees.