instincts magazine - edition 1

Leading by exampLe

PROMOTING THE BENEFITSBryan Loft shares his sales secrets

Green PrintingImproving your sustainability

Blogging for BusinessEnhance your online presence

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Cover and article photographed by Just One Moment.

Mackay’s Premier Business Magazine. OWNER/EDITOR: Jade McAuley. CREATIVE DIRECTOR: Amy Sherlock. SALES MANAGER: Kimberly Bailey. ACCOUNTS MANAGER: Dannielle Walz. WRITERS: Lee Brake. Jessica Grant. Alanna Marslen. Samantha May. DESIGN AND LAYOUT: Black Owl Design. PHOTOGRAPHY: Just One Moment. Nicole Hatfield. Forsyth Digital.

24. PROMOTING THE BENEFITSOvercome any objection when selling your product or service

30. GREEN PRINTINGKick a$$ for the environment

18. BLOGGING FOR BUSINESSWhat to do before you start

Management tips and the state of Mackay’s coal industry direct from Mastermyne’s Managing Director

04. INSIdER SEcRETSGetting value for money on securty solutions

06. NUTS N BOLTSThe business card - your pocket-sized billboard

16. TaRGET MaRKET SPOTLIGHTSmall to medium business owners

32. FIT FOR WORK Stress, a great motivator but a cruel master

38. daTE PLaNNERWhat’s happening in the Mackay business community, plus a sneak peek at the next edition of Instincts

PAGES: 22. - 29.

23. MaKE yOUR BUSINESS MEMORaBLELogo design - amateur vs professional

27. NO cOST MaRKETING Being creative on a budget

28. dEFINING dIFFERENcESFind your point of difference

All information and images are subject to copyright. No part of this publication may be reproduced, stored or transmitted in any form without the prior permission of the publisher/owner of Instincts Magazine. The views and opinions of writers and advertisers do not necessarily reflect the opinions of the publisher. While every effort has been made to ensure the accuracy of information at the time of print, the publisher accepts no responsibility or liability for any errors, omissions or subsequent consequences, including loss or damage from reliance on information in this publication. © Copyright 2014 Instincts Magazine

4 Mackay’s Premier Business Magazine

Fortunately, Instincts has some insider secrets to make this task a little easier. We caught up with Mark Johnston from MSAFE to get the scoop and some tips on what you should be asking.

How to choose a security provider:

The first thing to do is to check they hold Security Firm, Security Provider and Security Cabling Licences. When having any type of telecommunications equipment installed, ie monitored security alarms, access control systems, closed circuit TV, or Intercoms, it’s essential that the installation and after sales service are performed by a registered Cabler.

Before the first meeting:

If you know exactly what security you require, have this ready before the first meeting. If you know what security level you want to achieve, but don’t know how to go about it, a professional will work out the best way to achieve what is needed for your circumstances.

What to ask at the first meeting:

Be sure to ask for an explanation of the different systems, sensors and technology suitable for your business. Services could range from movement sensors to break glass sensors and panic buttons.

What to look for in the quote:

Any additional costs and maintenance service costs. These can add up without your knowledge, so it’s always a good idea to have everything laid out on the table so you know exactly what you’re being charged for.

Questions to ask before signing off:

Training your staff to use the software is a good option. It pays to check with your security provider if this is a service they offer free of charge or if there will be an additional charge for this. Be sure to determine call out and after-hours service fees for any future emergencies as well.

WRITTEN BY: Samantha MayPHOTOGRAPHED BY: Nicole Hatfield

Protecting your business or office space from intruders and theft is a no-brainer in this day and age, but it’s sometimes difficult to know what to look for and how to determine value for money.


Security provider by day and rock band frontman by night, Mark from MSAFE gave Instincts the inside scoop on how to approach your business’s security needs.


your pocket-sized billboard

From meeting prospective clients, to networking at a business function, the first impression of your business that you present is your business card. Knowing the key elements to a successful business card will help you stand out from the crowd and make a strong, positive impression.Branding: Your business card is a pocket-sized billboard. You need to present an image of your business in a limited space while providing an idea of what you do and who you are. By using your business logo, colour theme and font you can create a consistent brand that is easily identifiable.

For important information, be sure to use a clear, easy to read font as opposed to a fancy script style. The whole point of your business card is so people know how to contact you. Try to avoid small text or light colours that make it hard to read.

Content: Have you every stopped on the side of the road to read a billboard? I didn’t think so. If your business card has too much on it, it’s likely that it will get passed by. Keep the content simple and to the point.

Your business name must be there and if it is clear in your logo, then even better. Your name and business title is essential, as is the best way to contact you, but keep it simple. There is no need to have your mobile number, office landline, fax, email, Facebook, LinkedIn, Twitter, postal address, favourite place to have lunch… Try and keep it to two or three ways of contact. Include your best phone number, an email and/or website or social media. If your

business gets a lot of people through the door then consider putting your address rather than a social media address.

Depending on your business or logo, you may need to put some information on your card to highlight what your company does. Try using a tagline or your business motto, as this will further your brand without having to include your business’s life story. A good space for this can be the reverse side of the card. This area is useful for non-critical information, or left blank to write personalised information, appointment dates or pricing quotes.

Overall, your card should promote your brand but not confuse it with advertising.

Finishing touChes: Leave a lasting impression with a professional looking business card – after all they are a reminder of you when you aren’t around.

Flimsy, thin business cards don’t live very long and often find themselves scrunched up and torn – this is not a good look. Talk to your designer or printer about a good quality paper stock and finishes. Gloss finish will give you a nice ‘shiny, new’ look but can be hard to write on. A matte finish has less shine, gives your card a professional finish and in most cases can be written on.

Many printers offer a variety of sizes and styles ranging from plastic cards, folded cards and rounded edges, but when choosing what is best for your business, keep in mind the receiver. If it doesn’t fit in their business card holder or wallet, will they keep it?

WRITTEN BY: Alanna Marslen


Once you have a clear idea of what you want and need on your business card, talk with your graphic designer or printer about how to make your business card eye-catching and standout from the crowd, visually. By having an idea of what you are looking for, you will save time and money in the production process.

Logo and business name

Your name and business title

Your best contact information, not all your contact information

Use a tagline or business motto to highlight what your organisation does

Use the reverse side for non-critical information or leave blank for writing appointment dates or price quotes

Talk to your designer and printer about card sizes, stock and finishes to get a professional business card that stands out

Have an idea of what you want before seeing the professional as this will save you time and money

Representation, on behalf of our members, extends across local, state and federal governments, and closer to home on the milling and processing fronts.

The sugar industry plays an integral role in our region’s (and State and National) economy, and is a significant part of the social structure of our rural and regional communities. We therefore take our obligations to both very seriously.

There are some very big industry issues currently being faced by our sector, and one of the most significant of these is our sugar marketing arrangements. Wilmar Sugar (owner of Plane Creek and Proserpine mills in this region) has recently announced its intention to give notice to QSL (Queensland Sugar Limited), the industry’s long-term and preferred sugar marketing entity. Wilmar Sugar has put a proposal to its growers to become the sole marketer of their product.

QSL is industry owned and operated providing transparency in marketing, with all proceeds returned to industry. This is in line with an agreed cane price formula between mills and growers allowing for sharing on a risk reward basis for all stakeholders. The industry is campaigning strongly for Wilmar Sugar to reconsider this proposal, and uniting in their stance to protect QSL as their preferred sugar marketer.

The start of the region’s 2014 harvest season commenced with a staggered start and the first of Mackay Sugar’s three mills (Marian) fired up on 2 June. The pre-harvest estimate for the Mackay Sugar crop is between 5.3 and 5.5 million tonnes.

The Plane Creek region began crushing its crop estimate of 1.27 million tonnes on 17 June. The harvest is expected, depending on weather and mill performance, to wrap up by around mid-November.

WRITTEN BY: Kevin Borg, Chairman of CANEGROWERS Mackay

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If you work with Microsoft Office on a regular basis, you will most likely find that you use some of the same commands repeatedly.Often these commands are at the end of the standard toolbar, or are frustrating to access continually. This is why Microsoft introduced a handy shortcut toolbar for Office 2007 onwards.

The Quick Access Toolbar (QAT) is a customisable toolbar positioned above the standard toolbar and includes buttons for commonly used commands. By default, the QAT contains only the Save, Undo and Redo commands, but you can quickly and easily add more.

There are two ways to do this

Method 1: > Click the drop-down menu arrow at the right end of the QAT. > Click on the shortcut you want to add OR click on ‘More Commands’. > Find chosen shortcut. > Click ‘Add’. > Click Ok.

Method 2: Right click on a command in the standard toolbar > Select ‘Add to Quick Access Toolbar’.

You can also customise where the QAT is located – by default it appears above the standard toolbar. To place the QAT underneath the standard toolbar, click the QAT drop-down menu (on the right end of the toolbar) and select ‘Show Below the Ribbon’.

EXCEL | POWERPOINT | WORD | OUTLOOKWRITTEN BY: Dannielle Walz, Training Ahead Australia


WRITTEN BY: Lee BrakePHOTOGRAPHED BY: Just One Moment

Fertiliser Box Machinist to MasterMyne ceo


Tony Caruso is a devoted family man and a keen fisherman. He’s an easygoing, humble and cheerful sort of bloke. However, when he’s not fishing for barramundi in the Pioneer River with his kids, you’ll usually find him in a much more high-stakes, high-pressure environment. Tony is Managing Director of Mastermyne, one of the region’s largest and most successful mining services providers.

It’s a role he’s worked his way up to, and he’s very thankful for the experiences, role models and opportunities he’s had along the way. Tony grew up on a small cane farm in the Hinchinbrook region north of Townsville and started his career as a lowly machinist apprentice making fertiliser boxes in a workshop that supplied to the local cane industry. “My apprenticeship was one of the toughest you could do,” Tony explains. “I had this old Italian boss; he was the hardest man you could ever work under and at the time I bitched and moaned every day of my apprenticeship – I think I quit around 16 times. Looking back, it was some of the best grounding you could ever have. He taught us to work under pressure; he taught us that time is money, and he taught us to produce high quality work regardless of whether it was going to be on show or not.”

From there, Tony headed to Mackay and got involved in the mining industry. He quickly fell in love with the sheer scale of the environment. “From an engineering point of view, it was so much better than fertiliser boxes,” Tony said. “I remember pulling walking cams out of the side of a dragline with a D10 Dozer and thinking, how good is this!”

Tony soon became involved with REB Engineering and developed a passion for underground mining. “With underground, once you’ve put gear in, it was locked in, so it was constantly about planning, logistics and problem solving.”

After five years of long rosters and camp living it was time for a change, so Tony headed for the coast and a job on an oil rig. However, in one of life’s classic turns, he stopped into the REB office on his way through Mackay to help with a tender and fell for the firm’s accountant, his wife Helen.


Management roles followed and Tony became General Manager of a new underground mining firm called SPD Contracting. Under his guidance, it grew to employ around 250 before he was headhunted by Allied Mining to be their Queensland General Manager.

It was around three years later that he offered to do some tendering work with Mastermyne founders, Andrew Watts and Darren Hamblin, for a few months. Those few months turned into nine years. By 2005, he was CEO of Mastermyne and overseeing a period of tremendous growth and prosperity within the company. In 2008, Tony was appointed Managing Director and in 2010 Mastermyne was listed on the Australian Securities Exchange.

Tony is university educated – he studied a Business Degree at CQUniversity while CEO – and admits that while the long hours of studying late at night solidified much of his knowledge, it was the “school of hard knocks” that was his best teacher.

Being someone who has come from the field himself and who has worked his way up, Tony has a very straightforward mentality when it comes to managing people. “I believe in leading by example and treating people how I’d want to be treated,” he said. “You have to demonstrate the kind of behaviour you want. You can’t do one thing and expect another from your employees.” Tony points out that when he and Mastermyne’s Chief Financial Controller (CFO) travel, they share a mid-range motel room. “It’s a symbolic thing,” he explains, “but what it says to the staff is that no one is so important that they get special treatment. It also says a lot about how we operate as a business – we’re average guys who aren’t full of our own importance.”

With the mining industry settling back from the boom, Tony is as upbeat and positive as ever. “I believe now we are seeing a lot more quality in the industry. During the boom, you didn’t have to be particularly good at business to make money, but now everyone is having to adapt to a changed market. Production is actually higher than it was thanks to all the new mines and, while expansion has slowed, it’s that overall production that drives the Mackay economy.”

So what does the future hold for Tony? What’s left to strive for when you’re Managing Director of a multi-million dollar company with over 500 employees? “Well... I’d really like to catch a metre barramundi in the saltwater,” he says with a grin.

ONE. Invest in safety: “It’s an investment and you really don’t want to be knocking on someone’s door with bad news that could have been avoided.”

TWO. Crown the business: “As a manager, put the business first, not your ego.”

THREE. Have trigger points: “Have a plan to act when things reach certain levels.” Tony points out that so many struggling businesses have the ‘we’ll just see how it goes’ attitude. “When you’re out of money, it’s too late. Those tough decisions need to be planned and made months ago. It takes all the emotion out of it as well. Inevitably, when you’re at the breaking point, your emotional state is very different to what it was eight months ago. You never want a business run by emotion.”

FOUR. Have a business plan: update it annually, keep it simple, and involve your key staff.

FIVE. Revenue is vanity; profit is sanity: “So many people go out and chase jobs and projects just because they want to be seen as the big dog around town. But they’re not making any money out of it...”

Production is actually higher than it was thanks to all the new mines and, while expansion has slowed, it’s that overall production that drives the Mackay economy.

People are the foundation of any organisation, and developing your staff into a high performance team is essential for long-term business success.With seventeen years experience as a business improvement professional, Tania Begg of Impact Improvements explains that creating an environment in which employees can thrive and deliver the best possible results starts with clearly defined roles.

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WRITTEN BY: Jessica Grant

Step one in developing a high performance team

“A clear definition of the purpose of the organisation and its team needs to be provided to all employees”, says Tania. It is crucial that this role clarification is done for every individual in the organisation.

“It’s important that people understand their role within the team, the value they are going to bring to the group and what is expected of them.”

Tania recommends talking to a new employee, ideally on their first day, about the purpose of the team within the organisation, role clarity, and expectations both in relation to their role and also behaviour.

“When people understand all of this and are engaged, they’re going to work at a higher level than what they normally would.”

Developing a high performance teams requires patience and determination. Staff comings and goings, as well as shifts in the company and ongoing projects, have an effect on a team’s dynamic. Creating an environment of focus and achievement starts with each member in your team understanding the business’s purpose, and their own role within that.


How do you decide what event, charity or organisation to sponsor though? We asked Tony Caruso, Managing Director of mining services giant Mastermyne, what their philosophy is when it comes to corporate sponsorship. (Mastermyne have just become naming rights sponsor of the new Volunteer Marine Rescue boat, Mastermyne Mackay Rescue 6.)

“We like sponsoring people and organisations that give their time to the community and get nothing in return for it,” Mr Caruso explains. “One of the things we don’t like doing here is sponsoring people who already earn lots of money to go out and drink on a golf course. We want to get behind juniors and anyone who is giving their time selflessly. We sponsor the Nippers [junior surf lifesaving] as well as VMR and we like that both organisations promote things like safety, healthy living and a healthy outdoors lifestyle; and VMR especially appealed to Chris (the CFO) and myself, because we are fishermen ourselves and see the work, and the hours, that those guys do.

“Anything that we could do to help good people like that, who give their time and provide a service to the local community, we were happy to.”

Corporate sponsorship can offer immense benefits to both your business and the community. Not only is it the best way to promote your business’s public image in a positive manner, it also goes a long way to integrate your business into the local community. Give to your community and your community will give back to you in the form of customer loyalty.

GettinG noticed for the riGht reasons WRITTEN BY: Lee Brake


For those who haven’t seen it, Mastermyne Mackay Rescue 6 is a new 8.5 metre, Woody Marine RHIB (rigid-hulled inflatable boat) powered by twin 250HP, 4 stroke Yamaha outboards. The new boat not only has a top speed close to 50 knots (93KPH) but when at cruise speed has a range of almost 200 nautical miles. It will be used for medical and maritime emergencies where the time taken to get to the patient or scene is critical. Put simply, this vessel is designed to save lives.

Both the Nippers and VMR are great causes and, as Mr Caruso points out, they go along with many of the values that Mastermyne as a business promotes, especially safety. Jade McAuley, editor and publisher of Instincts, is an avid supporter of a very different, but also integral, community service, Mackay Animal Rescue Society (MARS).

“MARS is a volunteer organisation that is dedicated to rescuing, reuniting and rehoming animals in need within the Mackay region. It works through a network of foster carers, people and families that take in animals and care for them in a loving home – until we can find them a forever home.”

As well as other fundraising activities, MARS holds an annual trivia night that runs on volunteers and corporate sponsorships. This money offsets the cost of the event, so that more can go back into the organisation for vital assistance – the biggest generally being the vet bills. With over 90 animals currently in care, including some very sick and injured animals, those bills run up easily.

“I’m a big believer in corporate sponsorship, when done well. There are so many worthy causes out there asking for help, but to make a real and valuable contribution that will benefit your business and the community, I find it best to pick a set few and do them right. Corporate sponsorship isn’t about cashing in on charity to make your business look good – it’s about helping out a cause that aligns with your company’s values.

“If you’ve found a charity that’s a good fit for you, then their recognition and reciprocal support will be a definite boost to your business.”

GAIN POSItIVe exPOSuRe IN tHe COMMuNIty // DeMONStRAte yOuR COMPANy’S VAlueS // SuPPORt A SAleS CAMPAIGN OR SPeCIAl PROMOtION // GeNeRAte GOOD PR IN tHe lOCAl AND exteNDeD MeDIA

Corporate sponsorship packages for the 2014 Paws for Thought trivia night are now available! To get in touch, visit www.mackayanimalrescuesociety.webs.com or phone 0407 353 301.


Having a really good understanding of your target market helps in getting a better return on your marketing dollars. Each edition of Instincts is going to give you a VIP pass to different – but equally lucrative – target markets. We’re speaking to real people to find out what makes them tick and how they can be reached.

This edition we spoke with four people who own a small to medium size business in the region.

> Our participants’ demographics

Claire: female, 26-35yo, married, uni educated. Claire is a sole trader in the retail industry.

David: male, 26-35yo, married, uni and tech educated. David owns an IT company.

Melissa: female, 36-45, married, high school educated. Melissa’s business is a trust in the finance industry.

Shane: male, 26-35, de facto, uni educated. Shane provides web and graphic design as a sole trader.

> What media channels do you access each week?

Melissa: online – LinkedIn and Mamamia, in print – The Daily Mail, The Age, The Daily Mercury (approx twice a week) and CORE Magazine, on TV – Real Housewives, Revenge, Offspring, Game of Thrones, Bethenny, Katie (shows where I can switch off my brain after work). I listen to CDs in the car, so no radio.

Shane: daily – Facebook and Twitter (all day), The Daily Mercury, Courier Mail, online news sites (including their social media channels). Look at competitors’ social media sites weekly to keep track of their activities and clients, also follow all the leading design and web publications in Australia, including their online platforms.

David: evening TV from 7-9pm – I’ll watch the current top show on Channel 7 but channel surf through ads, online – Facebook, Reddit,

WRITTEN BY: Jade McAuley

A foundation step in effective marketing is to put the right message in front of the right people. Different benefits about your product or service will appeal to different people. These people are your ‘target market’.


Google+, Nine MSN, Spotify, Netflix and LinkedIn, radio – ABC.

Claire: Facebook, Instagram, LinkedIn, TV, reading, HOT 100.3 radio. I’m not a big newspaper reader, I like to read novels. I find most of my info online with regards to business.

> What are your main interests outside of work?

Shane: travelling, socialising (dinner parties, cocktails and dining out), going to the Whitsundays (Airlie Beach and island hopping) to visit the parentals and friends (visiting beaches, bars and restaurants), love cooking and watching all the cooking shows on free to air channels (Masterchef and My Kitchen Rules) and Foxtel (Come Dine With Me and all the celebrity cooking shows).

Melissa: travel, gardening, going to restaurants with family and friends, reading, vegging out watching TV, going out to the park with family.

Claire: dancing, reading, eating (yes, it is a hobby), relaxing with my


family, lunching with friends, catching up on my favourite shows.

David: video games, wake boarding, travel, time with family, dinner and drinks with friends, movies.

> Do you have any professional associations?

David: BNI and online IT forums like Exchange and Spiceworks.

Claire: LinkedIn.

Shane: large network of business professionals but not in any networking group.

Melissa: AIM committee member, BNI and Chamber of Commerce.

> How do you seek out information or solutions, for personal or professional use?

Claire: I like to brainstorm with my friends and team at work

(many heads make for good ideas). Online through Google, Buzz Feed and Facebook.

David: friends with businesses, family, suppliers, other IT businesses, radio and TV ads (to see what major tech vendors are doing). For IT knowledge or advice – Exchange/Spiceworks and Reddit.

Melissa: for personal – my husband and sister, for professional – work colleagues, other female business owners, accountant/solicitor friends. For business and industry news in general – weekly internal BOQ updates, The Age, The Daily Mercury, Management Today magazine (through AIM) and TV ads.

Shane: business professionals in my industry – past employers, friends and work colleagues plus social media – it’s easy, free and accessible.

When you don’t have the money to spend on marketing, you can still get great results by investing your time.

NO ONE CAN AFFORD TO TARGET EVERyONE. TAKING THE TIME TO IDENTIFy yOuR TARGET MARKET (OR MARKETS) FOR EACH PRODuCT OR SERVICE yOu OFFER IS THE BEST FIRST STEP yOu CAN TAKE TO

EFFECTIVELy MARKETING yOuR BuSINESS.

A blog on your website cAn help enhAnce your seArch engine results, leAding to more online visitors And increAsed exposure.

A company blog can present your business with the opportunity to have a conversation with clients, rather than just throwing information at them. Whereas marketing used to be a largely one-sided exchange, consumers now have higher expectations. They want to be able to engage with brands and services, and a company blog gives them the chance to do so. Additionally, it offers your business the chance to prove just how knowledgeable you are in your field, as well as update clients on any changes to the business.

BEFORE STARTING:

1. It is crucial that you clearly define the target demographic for your blog. Are you targeting readers who are young or old? Male or female? Consider their psychographics - what other interests might they have? What other brands and services would they be interested in? This gives you a clear idea of who you are “talking to”.

2. Scheduling must be worked out well before launching your blog. By developing a pattern of publication, readers will come to know when a new blog post is due. By sticking to that schedule, you can prove your business’s reliability, while also increasing your online audience.

3. Share the load for content ideas - have a roundtable discussion with staff or even a business associate to bounce off some ideas together. Your blog will benefit from having a variety of topics, and it will appeal to a wider range of readers.

With so many benefits available, your business needs to have an effective online presence. A blog provides the perfect medium to build stronger relationships with clients and increase the value of your brand.

WRITTEN BY: Jessica Grant

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I’m seeing lots of encouraging signs where my business clients are streamlining processes and procedures and really focusing on improving customer service so they can compete in this market.

I’m also hopeful that the Mackay region may benefit from any meaningful reduction in the value of the Australian dollar as this would support export, tourism and retail markets.

At a broader level, the recent Federal Budget has been the key factor influencing the national economic and finance agenda.

Whatever your views on the Budget, it has become apparent that consumer sentiment has been negatively impacted. Hopefully, this is a short-term trend as sentiment had started to improve pre-Budget after a long period of uncertainty around the future of the previous minority government and the settling-in period of the new government.

This drag on consumer sentiment is also likely to influence the Reserve Bank’s deliberations on future interest rate movements. Although there are many moving parts to consider, the Reserve Bank may be reluctant to increase interest rates while sentiment is lower.

Another major ongoing issue at national level is the Federal Government’s Financial System Inquiry.

The Inquiry provides a unique opportunity for the Government and regulators to introduce more competition into the finance and banking market by creating a more even playing field for all financial institutions whether they’re big or small.

Higher levels of competition would benefit home owners as well as the small businesses which are the lifeblood of Australia’s and Mackay’s economy.

WRITTEN BY: Melissa Green, Owner-Manager of BOQ Mackay City

It’s hard to comprehend that decisions made on the opposite side of the world have a ripple effect that impacts strongly on our region. After experiencing the boom of the century, global events mean that Mackay businesses need to focus on becoming leaner and stronger.


PHOTOGRAPHED BY: Arthur KooleWheel of Fire, Finch Hatton


feature

This is not about us vs them or even looking over the fence to see what the other guy is doing. This is about identifying what is special about your company and putting that out there to the right people, in the right way.

It isn’t a customer’s job to figure out why you’re the best choice for them – it is up to you to tell them that, as clearly and easily as possible. Not sure yourself why a customer should choose your business? That’s where defining your point of difference is essential. Know what you have to offer and you’re ready to tell people? Slow down cowboy, the first step here is to create a rock-solid foundation that will set you apart and make your business instantly recognisable across all mediums – your logo.

That’s when it’s time to get started talking to people and marketing what you have to offer. This does require some investment – the most important being your time.

Staying competitive, relevant and top of mind is an ongoing process – there are always new businesses and new concepts coming onto the market every day. The internet has made this cycle even more potent – not only are you competing locally for business, but potential customers are also looking online to get what they want.

We’ve spoken to leading experts in their field, both local and national, to create a useful and to-the-point feature on how to get the edge in business.

This ediTion’s feaTure is abouT geTTing The edge in business and creaTing a compeTiTive advanTage To make your organisaTion sTand ouT.

First impressions: A logo is a concise visual representation of the business – we all know how important a first impression is.

Memorable: A well-designed logo is easily recognised.

Identifier: A professional logo represents the character of the business.

Attention to detail: The fonts and colours used to form a logo greatly impact the public’s perception of your business.

Flexibility: Your logo will be used across many mediums – from print advertising to online in websites and blogs to billboards. A well-designed logo will have the quality needed to convert to different sizes, colors schemes and file formats.

Having your logo designed on the cheap sounds good in theory, but when it comes to the integrity of your brand and public perception, you may want to think again.

Take into account that a company’s logo is usually the starting point for the branding strategy – a logo leads to branding, branding leads to the recognition of the business, which then leads to the success of that business.

Consider the most iconic and memorable logos in today’s media. Those logos are simple, easily identifiable and well executed, which goes to show the power of marketing your business… starting with a professional logo design.

Invest In your busIness – though a professionally designed logo may cost more upfront, a poorly-designed logo will cost the business time and money in the long run.

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Consider this – a friend who is ‘handy’ with Photoshop offers to create a free logo for your business, what do you do?

WRITTEN BY: Samantha May


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We’ve all heard the saying about selling ice to Eskimos. Well, Bryan Loft is that guy. It might not be easy, but he’d wear out a dozen pair of snow shoes, build a relationship with every Eskimo chief in the northern hemisphere, learn

everything there was to know about frozen H2O, and eventually, that ice would start walking out the door.

Bryan’s sales career began about 30 years ago in Rockhampton on a squash court. “I was playing against a bloke by the name of Gordon Lowrance who was the manager of a newspaper,” Bryan reveals. “He had me two-love up and was on

match point in the third and I came back to beat him after about an hour and a half of running. I just hate losing.” Amazed by his never-say-die attitude, Gordon invited Bryan to come and work for him selling newspaper advertisements (even after

Bryan rocked up to the interview in stubbie shorts with a handwritten résumé). “I couldn’t sell an ad when I started, but I just walked and walked and knocked on door after door and finally one day – it just clicked.”

WRITTEN BY: Lee BrakePHOTOGRAPHED BY: Just One Moment

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Twelve months later, Bryan took over Gordon’s job as manager and never looked back. In the years to come he moved to Mackay and became sales and eventually general manager of the Pioneer News. Then, along with long-time associate Steve Gavioli, he started and grew the successful real estate magazine Mackay Real Estate Plus. It’s safe to say that he’s learnt a thing or two about sales over the years.

ONE. know your product

It seems simple, but so many people have no idea about what they’re selling. Bryan uses the much-maligned telemarketers as a key example. “If a telemarketer rings me I can absolutely stitch them up; they’ll be speechless. They are reading off a script, and I’ll bombard them with questions that won’t be on their script.”

“You have to know your product inside out, back to front, every facet,” he says. “It’s not just about knowing the benefits of the product either; it’s about being able to overcome any objections.

“And you have to be passionate about the product. Passion is a huge part of selling for me.”

TWO. build a relationship

You may think that being a smooth talker is what makes a good seller, but according to Bryan, being a good listener is the key. He advocates getting to know your prospective clients before even bringing up the topic of sales. “I’ll give it half an hour before even talking about the product. I want to learn about them, about their business, and about the little things – that’s what counts,” he reveals.

While Bryan says that he sells better face-to-face, he admits that many people “give good phone”. “Some people are amazing telephone salespeople and can build relationships that way.

“The same principle of listening remains. You can’t call people with a script and expect results. I give someone five phone calls before I give up on them. And you need those five calls to build that relationship.”

He is also mindful of ego getting in the way of a sale. “Not everyone is going to like you,” Bryan says. “You work it out very quickly and you need to know when to pass that client on to one of your business partners or co-workers.

“Maybe someone of a different sex, with a different personality, or with different interests will have an easier time building that relationship.”

THREE. promote the benefits

Bryan’s mindset is an interesting one when it comes to selling because he doesn’t believe in it. “It’s not selling. I don’t sell. I promote benefits,” he explains. “People don’t want a thing or a service; they want the benefit it provides to them or their business.”

FOUR. Learn your market

He links this to his mantra of listening and getting to know clients. “What you think the benefits of your product or service are might not be what the market thinks they are, or wants. Find out what they want and then market to it.”

To do this Bryan recommends getting out, being active in your community, going to events and, most of all, talking to consumers.

FIVE. follow up

We all know that repeat business is what makes a business a success, so Bryan recommends always following up with your clients. “Find out how the product or service went for them. Ask if there is anything that can be done to make it better. It all helps to keep building that relationship.

“Also people need results. If they don’t get what they want from you, they won’t come back,” he adds.

SIX. Bryan’s secret weapon

In conclusion, we asked Bryan what his secret weapon was when the chips were down. He answered our question with a question:

“What do I need to do to get your business?”

“I use that a lot. They have to answer it and that opens the dialogue up. They might say ‘You’re not’ and I’ll say ‘Why, what aren’t we delivering? What can we do?’ “If they tell me, then I can work towards overcoming their objections.”

“You have to know your product inside out, back to front, every facet,” he says. “It’s not just about knowing the benefits of the product either; it’s about being able to overcome any objections.


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> Reach out to the media

Whether it’s mass media (TV, newspapers, radio) or social media, or all the other channels in-between – media runs on stories. Inviting local and industry-specific media to your launch or event, sending out a media release with a good photo or two, connecting with journos and editors on LinkedIn – you can do all of these for free.

If you don’t have the dollars for a professional to help, this is one area of business where it doesn’t hurt to try yourself. If a story is good enough to cover in the media or gain interest on a social network, then people will come to you asking for the information. And if you send out five news releases and only one gets picked up, it’s still more free exposure for your business than if you’d done nothing.

> Free directory listings for your website

When a high-traffic website is linked to yours, this boosts where your website ranks on search engines like Google. It doesn’t have as big an impact as paying for an SEO (Search Engine Optimisation) campaign, but once again – it’s free and it helps.

Make profiles for your business on free directory sites like Yelp, TrueLocal, LinkedIn – with a link to your website and social media profiles. There are also industry-specific sites for free listings so make sure you have a Google around for what else might suit your business. The more one-way links to your website from high profile websites, the better you rate. It’s called quality backlinks and it’s free!

> Get involved with the community

Joining a local community group, sporting club or charity is a great way to raise your profile, and therefore gain exposure for your business as well. Volunteering, attending free events (not just networking ones!) and promoting local groups on your social media channels shows that you care about your community and widens your network. In a regional area like Mackay, sometimes it can be a case of “it’s not what you know but who you know”.

This is just the tip of the iceberg for free and low cost marketing and business ideas. Join Instincts on Facebook or LinkedIn for access to our weekly tip to boost your business and your career.

{ getting your business noticed with stuff-all cash }


When you don’t have the money to spend on marketing, you can still get great results by investing your time.


open your business door to

marketing success

www.queenbeemarketing.co

we offer a range of services including: Social Media start ups and 12 month content management packages // Advertising // Creative Campaigns

are you looking to kick start your business or take your business to new heights?

kimberly bailey // 0427 983 149 // [email protected]

well at queen bee marketing we do just that!

we can tailor make a marketing campaign to suit your needs so get in touch with us today

Every business needs to have at least one reason that makes it stand out from the crowd – something that attracts customers and keeps them coming back for more. Try to be like your competitors and you will instantly fall flat. So how do we work out what defines our Unique Selling Proposition (or USP)? Remember, what makes you different is what makes you strong.

Take stockSometimes it can be hard to see the forest for the trees. Everyone needs some time out to take stock of where their business is up to. Rarely do we take the time to work on our business rather than just in it.

We need to take time away – preferably out of the office or even before the workday starts. Take some time out to even simply jot down in dot points what it is that makes your business truly special. What is it that you offer your customers that no one else can? Come up with as many points as possible.

Questions to consider:• How do you service your clients?• Are you open hours that your competitors aren’t?• Do you have a particular skill set amongst your staff?• Do you look after your personnel and invest in creating a

cohesive, dynamic team?

Look aroundSo now that you know what your unique traits or offerings are,

it’s time to take a look at your target audience. Come up with what it is that matters to your customer base. Sure they may be after flowers or a new set of tyres or accounting services but in addition to the basic services, what are some things that they truly value? Think of the add-ons or the unique ways you service your customer.

Questions to consider:• What feedback have you had from your customers to date?• Why do they keep coming back to you?

Time for some match-makingHopefully you now have a good list of what it is that makes your business special and you’re also aware of what is important to your customers. So, now it’s time to see where the gaps are and where your strengths and unique selling points lie.

Now make a list of what you already offer – basically the items on list one that marry up with items on list two. Then look at your target audience requirements and determine what is missing. What could you offer that would impress your target audience that is not currently being offered by your business?

Measure upNext, look at these missing items and identify what unique selling points are not offered by your competitors. Once you’ve identified your strengths and some additional possibilities, it’s time to test the waters.

Same, Same… but are you really different?

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Road testInvest time into market research to confirm your findings. You could take time to survey your existing customer base or find a way to ask your target audience to provide feedback. This could be through formal surveys, focus groups or via your network of business associates, friends or other contacts. When you’re clear on your USP, make sure you can actually deliver on your promise.

Spread the wordOnce you’ve determined what makes you stand out from the crowd, it’s time to get the message out there. From here, a clear communications strategy should be developed so that your target audience knows what makes your business fab and not drab!

About Jo WallaceJo Wallace is the owner of Rubystar PR – a creative agency that offers clients nationally a wide range of complementary services to help your business achieve publicity, promotional and awareness objectives. Rubystar PR is dedicated to providing results for your business and is never short on enthusiasm and a collaborative, friendly approach. Its services include strategic communications, PR planning and execution, event management, specialist writing services, social media, photography and PR & media training.

open your business door to

marketing success

www.queenbeemarketing.co

we offer a range of services including: Social Media start ups and 12 month content management packages // Advertising // Creative Campaigns

are you looking to kick start your business or take your business to new heights?

kimberly bailey // 0427 983 149 // [email protected]

well at queen bee marketing we do just that!

we can tailor make a marketing campaign to suit your needs so get in touch with us today

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WRITTEN BY: Jo Wallace, Rubystar PRwww.rubystarpr.com.au


Sustainability is becoming an increasingly high priority across all industries. In a recent consumer study undertaken by Nielsen, it was found that out of 28,000 respondents, two-thirds would rather deal with organisations that have made a conscious effort to reduce their impact on the environment. In order to learn more about eco-friendly practice and how it can benefit corporations, Instincts Magazine spoke to Kathy Farren-Price, Partner of BB Print, North Queensland’s only print service to have received official sustainability accreditation.

• Sustainable businesses are very appealing to clients, according to Ms Farren-Price. “It was a conscious decision that we made to implement the Sustainable Green Print program because there are a lot of corporate clients out there who, like ourselves, like to think they’re doing the right thing. Reef Catchments, government bodies and other local businesses are just some of the clients who find the sustainable aspect of our business appealing. Once we began promoting our sustainability program, it really brought a lot of attention to the business.”

ImprovIng Your SuStaInabIlItY { How to kick a$$ for tHe environment }

• By implementing green technology, corporations not only have the opportunity to reduce their environmental impact, but also save money in areas such as electricity. “The Sustainability Green Print program reduces our operational costs,” said Ms Farren-Price.

“We’ve set up our workshop so that there are different start-up times for different shifts. It’s a staggered start so everything’s not being turned on at once and we don’t have a big power draw.”

Given the skyrocketing cost of power bills in Australia, this aspect of sustainability can only benefit corporations as they adjust to an economic environment that is increasingly dependent on the price of resources.

• Sustainability programs work by identifying a corporation’s most significant impacts on the environment and reducing them by recycling or reusing as much material as possible. BB Print’s most significant impacts were related to waste, recycling, energy consumption and potential emissions. They now recycle all cardboard and paper, as well as the aluminum plates used during


the printing process and any plastic wrappings. Contaminated rags are sent to Brisbane to be washed before being sent back to BB Print where they can be reused and wooden pallets are kept and collected once a month.

• Implementing sustainability programs is a relatively simple process and does not have to cost a business large amounts of time or money. “It was simply a matter of training everybody in the new procedures,” said Ms Farren-Price of their experience in making the transition to sustainability. Once all team members were familiar with the new system, BB Print was able to begin reducing their impact on the environment.

BB Print’s success in implementing green technology acts as evidence that any corporation, regardless of size or industry, can practice sustainability without the risk of damaging performance or profitability.

WRITTEN BY: Jessica GrantPHOTOGRAPHED BY: Nicole Hatfield

HAIR & MAKEUP BY: Amanda B Hair & Beauty

INSTINCTSM A G A Z I N E

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> Useful articles: a handy reference to keep

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It’s time for the

GOOD STUFF

WRITTEN BY: Michelle McLean, qualified Naturopath and Life Coach

I was lucky enough to grow up with parents who would bring their motivational quotes home from weekly sales meetings. Mum would say “It’s not what happens, it’s what you do about it”. Dad would recite “Things come in cans, not cannots”. Their driven nature helped our family deal with changes and stress.When self-talk no longer helped me manage stress, I knew I had an insurmountable situation that needed to be broken down into manageable pieces. What pieces of the stress puzzle could be causing the confusion? What was the most pressing problem that needed to be identified and dealt with? Were my thoughts beginning to run their own agenda? By dismantling stress and reducing one big problem into manageable pieces, we can

identify what the real problem is.

Stress is accumulative, and as it grows - the body’s ability to maintain equilibrium is compromised. This can be caused by a combination of mental thoughts (such as perception and worry), pain, unstable blood pressure, poor diet, dehydration, lack of energy, etc.

Stress is a great motivator, but a cruel master. The trick is to manage the beast so it is working for us and the greater good. This seems impossible at times, especially when the stakes are high, but “Keep your eye on the prize” and “Strive for progress not perfection”.

Come along and receive tips to help take control of your separation so you can get on with your life...

During the seminar we will talk about common Family Law problems and how you can avoid them. We will also talk about how your entitlements in a property settlement are worked out.

Dates Venue Time & AddressJuly - Nov2014

Mackay15 July 19 August 16 September 21 October 18 November

6:00pm - 7:30pmMcKays Law Centre34 Wood StreetMackay

July - Nov2014

Airlie Beach18 August 20 October

6:00pm - 7:30pmAirlie Beach Hotel16 The EsplanadeAirlie Beach

To reserve your place, please phone us on 4963 0880.

Instincts_TFLC_May2014v4_PRINT.indd 1 12/06/2014 9:31:50 AM

one: Positive self-talk including identification of things you’re grateful for.

two: Share your situation with a friend or industry-based professional.

three: Regularly quantify your feelings from 1-10. One, is no feelings and ten, are uncontrollable feelings that can affect your behaviour, such as rage or mindless eating. Ideally we need to hold the stress at 4-7 points to remain composed and in charge.

four: Have a “stress management plan” that suits your circumstances and supports your needs.

five: Avoid drowning stress with excess alcohol or other substances.

six: Set goals, keep them simple and time manage them.

seven: Identify your priorities including personal, health, family and work.

eight: Get plenty of good quality sleep and food.

nine: Avoid known triggers that cause disruption to your serenity and sanity.

ten: Identify your personal strengths that maximise your potential.

STReSS cAn Be THe undeRlyInG cAuSe fOR mAny HeAlTH dISORdeRS, Be GenTle WITH yOuRSelf And lAuGH OfTen.

Come along and receive tips to help take control of your separation so you can get on with your life...

During the seminar we will talk about common Family Law problems and how you can avoid them. We will also talk about how your entitlements in a property settlement are worked out.

Dates Venue Time & AddressJuly - Nov2014

Mackay15 July 19 August 16 September 21 October 18 November

6:00pm - 7:30pmMcKays Law Centre34 Wood StreetMackay

July - Nov2014

Airlie Beach18 August 20 October

6:00pm - 7:30pmAirlie Beach Hotel16 The EsplanadeAirlie Beach

To reserve your place, please phone us on 4963 0880.

Instincts_TFLC_May2014v4_PRINT.indd 1 12/06/2014 9:31:50 AM

By working with a Health Coach, employees will learn how to make better food and lifestyle choices, improving their physical and mental well-being. In return, your organisation will see an increase in employee engagement and productivity, and a decrease in employee stress and absenteeism.

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Schedule a free initial consultation with us today!

YOUR TEAM’S POTENTIAL

Optimal Wellness

AT HANRON OPTIMAL WELLNESS WE:•assist families to create healthy homes•raise awareness on options available for healthy living•assist you in achieving your potential in life through

personal development•personal weight loss•impact globally on an environmental level by raising awareness

Rondell Vella & Hans Schwinnp: 07 4942 3897 e: [email protected] like us on fb

Indoor plants offer so much and ask for so little in return. A bit of sunlight and water occasionally will provide your office with improved air quality, better personal wellbeing and lower stress levels.

Creating a workspace that is inspirational and appealing doesn’t mean you have to throw practicality and common sense out the window. In this edition, we’ve looked out how incorporating natural elements – such as wood and plants – can harmonise with functional storage and organisation.

Turn your favourite quote, picture or print into a piece of art to inspire you on a daily basis. Canvas printing is an affordable way to personalise your office space and bring a touch of creativity into your everyday working life.

Offices tend to be a sharing place, especially when it comes to germs. Simple measures, such as a regular wipe-down of your computer keyboard and phone with an anti-bac cloth, make a big difference in keeping your office healthy.

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PHOTOGRAPHED BY: Forsyth Digital


This question is at the heart of Natural Resource Management (NRM). It is an important one to ask in a region like ours that relies heavily on abundant natural reserves. Management of our natural assets today will set our path for tomorrow and it is crucial to find the right balance for sustainable development.

The Mackay region is rich in natural resources that drive our community, industry and lifestyle. Mackay provides a gateway to the Great Barrier Reef and 145 tropical islands. Not only do these assets have significant and unique ecosystem values, they are also the base of a strong tourism sector that attracts visitors annually from all corners of the globe. Our rich resources and environment have been a critical and founding part of regional development. Our productive agricultural land has laid the foundation for Mackay’s standing as a sugarcane capital and more recently,

Mackay has supported a booming mining and energy sector, providing a central hub for the coalfields of Queensland.

Our region is also home to many iconic species and landscapes and has a unique range of plants and animals, including some found nowhere else in the world.

It is important to realise the resources that are our lifeline are not limitless. There is currently a wide range of NRM activities and projects being implemented in the region, including in the areas of farming, fisheries, biodiversity, climate, water quality and landscape and natural systems repair. We invite businesses and community members interested in being involved in NRM projects to contact us to learn more - because the best natural resource outcomes for our region will be achieved when we work together.

WRITTEN BY: Robert Cocco, CEO of Reef Catchments

In what condition do we want to leave our region and its landscape (beaches, rainforest, waterways, ocean, bush, town and air) for our children?

WRITTEN BY: Peter McFarlane, Mackay chair of REIQ

In spite of a slower mining sector, the Mackay residential rental market recorded stable market conditions over the March quarter. Trend house sales activity has stabilised over the past few quarters, however the unit and townhouse market again recorded record low preliminary sales numbers.

According to local real estate agents, the market is starting to emerge from the bottom of the cycle. The downturn in mining investment had reportedly had a knock-on effect on Mackay real estate but there have been signs the local market is beginning to bounce back.

Buyer confidence is beginning to return, with local agents reporting cases of multiple offers. The recent approval of the Galilee Mine near Clermont will likely give the region a much needed boost.

House market• Mackay house market down just 6% while median house price

eased 1.2%• Properties in the upper end of the market are selling where the

vendor is more willing to negotiate, with higher levels of vendor discounting occurring

• Stand out suburbs include South Mackay and Andergrove

Unit and townhouse market• Unit and townhouse sales numbers have picked up slightly,

with activity in the prestige end of the market pushing Mackay median sale price up 14.2% to $316,000

• Time taken to sell a unit has extended by 24 days compared to 12 months ago, coming in at 117 days

• New developments coming onto the market have pushed total listings up

Rental market• Vacancy rates in Mackay improved slightly to 7.5%, down from

7.7% at the end of December• New apartment developments have driven up vacancy rates,

rents remained relatively stable• More recently, local agents say tenant demand has picked up

with instances of multiple applications on available rentals, which they say hasn’t been seen for quite some time.


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Accommodation:Lanai Riverside Apartments | back cover www.lanaiapartments.com.au

Banking:BOQ Mackay City | page 19 | www.boq.com.au

Business Performance Coaching:Impact Improvements | page 13 www.impactimprovements.com.au

Commercial Cleaning:Messers Commercial Cleaning | page 35 www.messerscommercialcleaning.com

Commercial Leasing:Zined Property Services | page 2 | www.zined.com.au

Corporate Catering:K&Co | page 7 | www.facebook.com/kandcomackay

Graphic Design:Black Owl Design | page 23 | www.blackowldesign.com.au

Health and Lifestyle Coaching:Hanron Optimal Wellness | page 33 www.facebook.com/hanronow

IT Support:TranTech Computers | page 18 | www.trantech.com.au

Marketing:Queen Bee Marketing | page 29 | www.queenbeemarketing.co

Photography:Just One Moment Photography | page 9 www.justonemoment.com.au

Printing:BB Print | page 39 | www.bbprint.com.au

Signwriting:Signarama Mackay | page 34 | www.mackay.signarama.com.au

Software Training:Training Ahead Australia | page 8 | www.trainingahead.com.au

Solicitors:McKays Solicitors | page 32 | www.mckayslaw.com


Project Management Fundamentals17-18 July | 8.30am | $POA Mackay Inductions Training Centre 1300 882 895

Selling Your Business Seminar29 July | 4 - 6.30pm | $220 per business Mackay Grande Suites [email protected] | 4963 5200

Business After Hours30 July | 5 - 7pm | $20 members, $30 non-members Harrup Park Country Club www.mackaychamberofcommerce.com.au

Networking Pure and Simple7 August | 5pm | $44 members, $55 non-members Ocean International Hotel www.aimqld.com.au/events | 1300 882 895

IBWNM Breakfast28 August | 7 - 8.30am | $38 members, $49 non-membersOcean International Hotel www.inspirationalbusinesswomen.com | 0402 070 586

Emerging Leaders Business After Hours28 August | 5 - 7pm | $20 members, $30 non-members Mackay Surf Club www.mackaychamberofcommerce.com.au

Young Manager Program2 - 4 September | 8.30am | $POA Mackay Inductions Training Centre 1300 882 895

Dealing with Difficult Situations30 September | 8.30am | $POA Mackay Inductions Training Centre 1300 882 895

I hope you enjoyed the first edition of Mackay’s premier business magazine – Instincts. At my first office job, I asked my boss how he had created such a successful business from scratch. He told me that to achieve great things – you have to listen to your instincts. A lot easier said than done at times, but he’s a great businessman and I still owe a lot to his confidence in me. When I left, my farewell flowers included a card saying that he expected to see great things from me.

I think Instincts will be a great magazine – for business owners, for managers and execs, for professionals and high-reaching hopefuls, for the Mackay region. And our readers will be why it is great – because it is your questions, your interests and your issues that will shape the magazine’s content. If there’s anything you want to see in Instincts, hit me up at [email protected].

Except for edition two – I’m one of those painful planning types so edition two content is already underway. We’ll look at the basics for a mobile version of your website, how a few cleaning habits can make for a healthier workplace and our feature will focus on building connections – with customers, the media, suppliers, like-minded businesses – anyone that can help boost your business.

Because that’s what we’re here to do – boost your business. I hope you will find Instincts informative, inspirational and interactive.Cheers,

For a full calendar of events head to www.instinctsmagazine.com.au

CENTRAL QLD’S No. 1 PRINTING SERVICE

Here at BB Print we are committed to

protecting the environment, recycling every

thing we can even down to the rags we use.

We are the only printer north of the Sunshine

Coast to have achieved independent Sustainable

Green Print accreditation. What does this mean

for our customers? Choosing BB Print as your

printer ensures you are using a printer that is

environmentally sound. We’re actively helping to

look after the environment and use

vegetable-based inks on our products.

The Sunstainable Green Print system allows

us to continually improve and reduce our

impact on the environment. We take our impact

on the environment seriously and last year won the

statewide Environmental Management Award for

Printing. Think Green. Think BB Print.

step of the way

We put theenvironment

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QUEENSLANDENVIRONMENTALMANAGEMENT A W A R D F O R P R I N T I N G

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