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In this episode of Grow A Small Business, host Rob Cameron interviews brand and marketing consultant Neil Krikul. Neil breaks down the word 'sustainability' and shares how he integrates it into marketing strategies, emphasising the importance of commercial outcomes before maximising societal and environmental impacts.

Neil shares insights from a recent product launch case study, emphasising strategies to minimise advertising waste. His key advice for small business owners is to prioritise by doing less and outsourcing where possible, allowing more time to focus on impactful activities. Listeners can also access his free eBook, offering practical tips to save time and money by reducing marketing waste.

Key Takeaways for Small Business Owners:

Integrate Sustainability: Incorporate sustainability into your brand strategy and you'll benefit from being the leader. It’s not just about communicating sustainability but also demonstrating it through actions.

Understand Your Market: Conduct thorough research to understand your business’s position in the market, customer motivations, and competitive landscape. Use both qualitative and quantitative data for a comprehensive view.

Minimise Marketing Waste: Adopt zero-based budgeting for your marketing efforts. Focus on reaching the right audience with optimal frequency to avoid wasting advertising spend.

Our hero crafts outstanding reviews following the experience of listening to our special guests. Are you the one we've been waiting for?

Prioritise and Focus: As a small business, prioritise your efforts and resources. Concentrate on high-impact activities and delegate tasks where possible to maximise efficiency.

Leverage Data: Use data to inform your strategies and measure effectiveness. Track both qualitative insights (like customer feedback) and quantitative metrics (like analytics) to guide decisions.

Offer Practical Resources: Utilise tools and resources, such as Neil’s free ebook on minimising marketing waste, to implement effective strategies and improve your marketing outcomes.

One action small business owners can take:

One actionable step small business owners can take, according to Neil Krikul, is to adopt zero-based budgeting for their marketing efforts. This involves setting your marketing budget based on specific objectives and needs rather than historical spend, allowing you to allocate resources more effectively and minimise waste.

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Quotable quotes from our special Grow A Small Business podcast guest:

Sustainability in branding is not just about talking the talk but walking the walk with genuine actions – Neil Krikul

Understanding both qualitative and quantitative data is crucial for developing a well-rounded marketing strategy – Neil Krikul

Zero-based budgeting helps you allocate your marketing spend based on real objectives, not just past budgets – Neil Krikul