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How to reset your communications and marketing teams
Associations who have successfully come through the peak of the pandemic, are now finding their communications and marketing strategies in need of an upgrade. This makes sense, as the market, membership, and consumer behaviours and expectations, have shifted hugely over the last few years and as such, brands, messaging and even positioning can appear tired, less impactful, and in need of a refresh. Communications management guides the strategic, deliberate, sustained and measured two-way relationship an organisation has with its stakeholders. So, when our stakeholders change, so too must our communications. But how to go about this in a way that engages the team, stays in budget, uses your existing resources,…
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Communicating Your Value to Your Members All Year Round
One of the questions Associations are asking themselves right now is: how can we communicate the value of our membership? When so much has changed due to the pandemic, the cost versus return of Association membership is being brought into sharp focus. We know the perceived value of membership is key to why organisations become members, renew or stay engaged. However, how we describe and communicate value is a common challenge for all Associations. A good place to start when communicating value is to ask: ‘What does value mean to our members?’ and ‘How is that reflected in our business model?’ What is value? The definition of value includes:…
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15 things I’ve learnt in 15 years of business
I wrote an article (see here) that summed up the top 10 things I learnt in 10 years of business. They are still relevant and lessons being unlearnt and relearnt every day. In the last five years, as my life changed dramatically, parenting became front and centre, and the world changed around us, the lessons got harder, the challenges steeper and the insights more valuable. Here are my top 15 lessons learnt.
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Leading through Uncertainty with a Strategy
When I was a kid, I loved bouncing a tennis ball against a wall. I liked the sound it made, and the fact I couldn’t always tell where it was going to bounce back – but I always knew it would. The wall was a constant, and despite my energy levels or whatever else was going on, it was always there tempting me to do better next time. For me, business and communications strategies are like that wall, they are a constant idea, aspiration and a collegially determined plan that you can keep coming back to, regardless of the situation at hand. Over the last 18 months, one of the…
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The trophy was virtual, but the bubbles real!
Zadro have been named the MyBusiness Awards 2020 Media, Marketing and Advertising Business of the Year! Zadro AKA the Team of Legends won this award after a year that can only be described as ‘one to put down to experience’. We are beyond thrilled with this win! Thank you for putting on a great virtual awards evening MyBusiness! Kudos to the Zadro team, who have stuck together and strong throughout 2020 where our existence as a business was called into question in dramatic fashion (like us all), due to COVID-19. So yeehah us! We rock!
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BreakOut Series – Media and PR – the big questions and issues.
Felicity Zadro joins Brad Foster in a four-part series on the relationship between media and PR. This series was filmed in Sydney at the end of 2020 as part of the MICENET BreakOut Series. Brad Foster has over 20 years experience in business events journalism and is a leading editor in the industry. We have a frank conversation about creating news, how to work with the media, what not to do, the value of the press release and more! Thank you to AV1 for the use of their studios at the MCA Sydney. Episode One of Working with the Media – the relationship between PR and Media, what is news…
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A Fruitful Conversation with Lynne Schinella!
The amazing Lynne Schinella invited me to have a chat on her podcast Fruitful Conversations! And, it was fun. I’ve admired Lynne for many years. She is the author of BITE ME – and other do’s & don’ts of dealing with our differences. Which I recommend all the time. Her fruit personality profiling system has been used by Zadro Agency for a while, and we use the language of it almost every day. It is a powerful, fast-track way to bring shared ideas about each other, and therefore understanding and empathy into a team. And, of course as an Apple, I loved it! Lynne’s new book: PICK ME! Loving and…
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My Corona
The news that I was reading from my emails was like a corporate horror movie. Email after email were from clients, people I know well, whom I have worked with for years, politely but with quiet desperation pulling out of their contracts.
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Back to the future of events (podcast)
Ep. 7 – Your Future Hasn’t Been Written Yet (with Felicity Zadro) There’s been a lot speculation about when our beloved industry will be able to start up again… some of us have even been wondering if we have a voice representing us. In this episode, we find out that we don’t have one voice, we have an army of them. Our guest, Felicity Zadro from Zadro Agency joins us for a chat straight after an Exhibition & Events Association of Australasia (EEAA) meeting just minutes before our chat. We hear all about the proactive lobbying that the board of EEAA have been doing on our behalf. She shares her agency’s approach…
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Buenos Aries Connections
I could still feel the thumping of the famed Boca Juniors football stadium through my heart and the singing of the loyal men in my ears when I stood on Calle Lima waiting for a small green car to stop and for long lost relatives to pile out.
