Recently I got a call from a local not for profit group who wanted some help marketing their services. Specifically, they wanted to know my thoughts on their billboard out the front of their centre to help to increase the number of local people using the facilities.
I do a fair bit of pro-bono work for local not-for profit organisations and was happy to help them out.
The board had been set up out the front of the centre, in a very high traffic area. Wonderful because your ads will never work if no one sees them.
The biggest issue that I saw with the billboard was that it was 50% logo.
Now, whilst I do think branding is important, your logo is not a headline, you are not Nike.
So I gave them an outline of what I think would be more suitable and some other strategies they could apply.
After running this past my suggestions past the committee, I had a phone call ‘What are your qualifications to make these recommendations?”
The committee wanted to know what my educational background was. How was I able to make these suggestions about this marketing strategy.
And here in lies a common questions, what is more valuable qualifications or experience?
Now I know that in several industries, qualifications are compulsory and rightly so, but my question here relates to what do you look at when it may not be the case.
I have a Bachelor of Adult Learning and Development, hold several diplomas and certificates in education and vocational training, which were compulsory for by industry I was working in years ago.
But do I have any formalised marketing qualifications? No.
Have I worked with and been trained by some of Australia’s leading marketers, copywriters and publicity experts? Yes.
Have I spent more on my ‘education’ than most people spend on several cars, learning from people who have done what I want to do, taught what I need to know and have more successful clients that I count? Yes.
Have I used this knowledge to make my businesses marketing and my clients marketing very profitable? Yes.
Do I write about, get interviewed for and speak on stage about my expertise based on my experience? Yes I do.
So, what do you think is more valuable, experience – where I have put my own money on the line, been in the trenches, testing what works, what doesn’t and learning from failure and success, or qualifications – learnt from theory, often from people whom themselves may never have had any experience.
And the end result for the updated billboard?
The implemented some of my suggestions, doubled their business and are on track to triple it next year.
So you decide if my lack of formalised qualifications is important.
Eve John is a multi-awarded business owner, speaker, #1 bestselling author and marketing strategist specialising in service based businesses. She is the creator of the awarded Fully Booked Tradies Quote Conversion System and StatusFaction System and has been called Australia’s leading tradie marketer with her second book HI VIZ BIZ hitting #1 on the best sellers list on Amazon Australia. Eve has spoken live on stage in front of crowds ranging from 20 to 1,000. She has shared the stage with some of Australians best speakers and leading world experts. Her clients have included Swisse, Commonwealth Bank and Fitness First among many others.