Our founder and CEO Joan MacDougal was invited to speak at Sydney Markets as part of the Produce Marketing Association’s (PMA) Marketing Exchange this week. The breakfast event saw an attendance of over 50 marketing professionals, suppliers and key players in the fresh produce industry who were taken on a tour of the bustling Market floor, before a networking session hosted by Events & Marketing Manager Sam Clayfield.

But it was the key note presentation of the morning; “Be a Game Changer, Get Smarter at Marketing” which garnered the attention of guests – some of whom were attending as non-PMA members.

Speaking on behalf of Macrison as Australia’s only CMSI – Consultative Marketing and Solutions Implementation organisation – Joan drew from her agency’s practical experience building the Your Local Greengrocer program and campaigns like the Million Dollar Mango to present the strategies and tactics that have driven their success within the Fresh Produce industry.

Joan urged the audience to challenge the way they think about marketing, admitting that marketing is one of the most misunderstood disciplines in business.

Believing that businesses should own their marketing and the results they get from suppliers, Joan advised the audience to stop getting bogged down in the creative and put marketing back into the context of your business’s big picture – admitting there are four tough questions that must be asked:

  • What business are you in?
  • Are you generating maximum revenue/profit for your business?
  • If not, why not?
  • What do you need to change to remedy the situation?

Throughout her presentation, Joan uses real-life case studies to explains in further detail how these strategies can apply to your business or operation and why CMSI is the future of marketing supply.

If you would like Joan to present at your next event, contact us at www.macrison.com.au for an obligation-free quote.