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Tenasu

Integrated Marketing & Brand Strategy
Intentional, Meaningful, Predicatable Growth

04/12/2022

REVOLVING VS. EVOLVING | The difference in trying to grow, and actually doing it 📈

After working on 150+ businesses all across the world, there are some key differences between businesses that are primed for growth and those that need to build a better foundation first.

Without that understanding, the latter will almost always falter when they continuously hit the same ceiling and can't break through. They will always regress to what is comfortable and familiar and repeat the cycle until it eventually has diminishing returns.

Many of us have been super fortunate to reap the benefits of strong growth in a number of industries, I'd be lying if I said with TENASU wasn't a massive beneficiary of this as well.

The thing about markets - is they are constantly in flux, expanding and contracting - riding the wave with them sounds extremely risky.

As the saying goes - change is the only constant.

It's on the horizon, and preparing for it is crucial.

The good news is, it actually doesn't take much.

If you are an established business with a proven track record, just turning a few strategic dials can make all the difference in generating positive momentum and ensuring the growth can continue for years to come.

We dive more into the details in our latest article
>>> https://bit.ly/r-evolving

23/01/2022

𝘛𝘩𝘦 𝘮𝘪𝘯𝘥 𝘪𝘴 𝘴𝘭𝘢𝘷𝘦 𝘵𝘰 𝘵𝘩𝘦 𝘩𝘦𝘢𝘳𝘵 🧠♥⁠- 𝗠𝗮𝗵𝗮𝘁𝗺𝗮 𝗚𝗮𝗻𝗱𝗵𝗶⁠

Too many businesses make the tragic misstep of thinking their marketing is ALL about them.⁠

It's not

⁠It IS, in fact, entirely about solving the problem of your prospect.

No matter how great a product or service may seem at the surface level, we are biologically and emotionally driven to make decisions to address a few key areas of need.⁠

There are always deeper sources of motivation rooted in unconscious feelings and interpersonal dynamics.

⁠Everything traces back to the source.⁠

So how do we use this process to inform better marketing activities?⁠

Focus on winning over the heart first, and the mind will follow.⁠

Read on here to find out a few key takeaways you can implement straight away [it's free - no opt in required]
⁠>> www.tenasu.com/blog-1/mind-slave-heart

15/06/2021

[NEW ARTICLE] The Dance Between Marketing & Brand | Where to focus your energy for the best output 💡

As business owners, I think we are afraid to take our foot off the pedal for fear that we’ll lose it all…

But earlier this year, I decided to run a bit of an experiment, alternating areas of focus in my marketing to find out what truly moved the needle, and what was burning energy for the sake of ‘being busy’.

It really started a bigger conversation for me in terms of the energy involved in marketing, and the importance of focus to ensure we are leveraging our time, energy, and resources.

Without focus, we are essentially allowing all three to burn out like a forgotten candle, eventually collapsing into a puddle of itself.

The first step was to get clear on understanding what needs to be constant, and what we activities we can allow to ebb and flow.

It’s a dance between the essence (brand) and the energy (marketing)

So what’s the difference?

And more importantly, how do they play in concert with each other?

I take a deep dive in this article;
https://www.tenasu.com/blog-1/mktg-brand-dance

02/02/2021

"Mostly, we don't buy products, or services - we are buying access to varying degrees of identity enhancement"

Identity is one of our most powerful motivators in the customer decision-making process and realistically isn't talked about enough in marketing meetings.

Whether we are conscious of it at the time or not, we buy things that allow us to express who we are (or the 'who' we want to project outwardly).

Whether it’s the gym class we choose to take,

The car we drive

The clothes we wear

The logos we bear

The self-expressive benefits of a product or service can be some of the most powerful magnets in drawing us to the sale.

We behave in the way that we see ourselves, we make decisions from that place - it’s the true driver of why we buy - to move closer to their ideal self through what they acquire.

As business owners, it’s important to understand this process.

What role does this purchase play in their life?

What outcome and experiences are they seeking?

And lastly, who are they striving to become?

The more we focus on what's important - the more efficient our delivery of message and campaign, and the better the result for everyone involved.

20/01/2021

Old solutions don't work for new problems [the story of Mann Gulch]

Sometimes I’ll come across a chapter in a book, that explains a point so well, I just have to share the excerpt for exactly what it is.

The story of Mann Gulch in ‘The Road Less Stupid’ exemplifies the need for new skills and tools for new circumstances, rather than relying on past answers to survive.

When the environment radically changes and we are confronted with moments of uncertainty and danger, clinging to the old “right” way might seem like a good idea, but it can frequently create our worst case scenario.

We can’t rely on ‘what has always been’ when faced with problems, because our markets, our companies, and our problems evolve, and mutate.

Chances are, our go-to solutions for our previous problems are useless for the problems we currently face, and will face in the future.

So the key focus point needs to not be on the problem in its singularity, but our mode of problem solving.

Keith Cunningham (the author of TRLS), tells the story far better than I ever could, so I’ll link you to the story here
>> www.tenasu.com/blog-1/mann-gulch-fire

17/01/2021

In the 1920’s, Post was the category leader in the ready-to-eat cereal game.⠀⁠

By the turn of the 1930’s, Kellogg’s was moving in and creating competition in the market.⠀⁠

At the time, breakfast cereal was still a relatively new concept.⠀⁠

People didn’t really understand ‘ready-made’ cereal.⠀⁠

At the time people were eating oatmeal, cream of wheat, and sometimes even salted meat and pickles for breakfast — which was wreaking havoc on their digestive systems.⠀⁠

So, when the Great Depression hit, no one had the playbook for how to continue growing consumer demand when community confidence (and resources) were drying up.⠀⁠

Because of a single proactive decision back in the 1930’s — Kellogg’s made moves which increased their market position, and lead to billions of increased sales over the past 90 years, and created some of the most recognisable brands in their space.⠀⁠

Read on here >> tenasu.com/blog-1/kelloggs-game-changer

13/01/2021

In the world of business, the market doesn’t owe us anything, we are the ones that must lead with value and follow it through.⠀⁠

We can’t wait for the opportunity to fall in our lap, BUT, what if we knew exactly how many opportunities we needed to create, and the domino’s we needed to line up to predictably get the outcomes we were striving for?⠀⁠
⠀
To break through the glass ceiling and grow to new heights - we need to understand this success is the product of making more balanced decisions on a moment to moment basis.⠀⁠
⠀
In the marketing world, balanced decisions come from understanding the metrics that lead to a sale, and from there, creating a structure of how to consistently walk the right clients through this journey, while ensuring the math continues to stack up, profitably.⠀⁠
⠀
This is not about ‘task management’ or ‘tactics’ ⠀⁠
⠀
This is about investing in our essential marketing activities and pursuing them in a disciplined way.⠀⁠
⠀
Investing in your audience, communities, and partnerships - educating them and providing value on the front end.⠀⁠
⠀⁠
Building a pipeline of prospects that have voluntarily stepped forward to acquire your services as a qualified lead⠀⁠

All while, creating that system that bolsters retention, re-engagement, and advocation on the back end - this is the true driver of Lifetime Value.⠀⁠

I explain this in more detail on our latest blog >> tenasu.com/blog-1/majoring-in-minor

12/01/2021

Focus on what matters 🔍

As business owners, we have a responsibility - now more than ever, to be methodical and deliberate with our advice to our clients and how they solve their problems.

I'll use the marketing industry as an example.

Too often, I come across marketing agencies, consultants, and "coaches" that are way too concerned with selling their offering to anyone with a pulse, regardless if it's a best fit or not.

They reek of desperation, and ultimately are shooting themselves in the foot.

Even if they secure the sale, when they fail to deliver, they have ultimately laid out a ton of time, energy, and resources onboarding and launching the campaigns, only for the client to leave after a few months - hurting their retention and reputation.

If they're not confident in their ability to produce a result and a sustainable return for their clients, then ultimately business is always going to feel like a stressful game of catch up.

This can be resolved in the sales and onboarding process.

The clearer the problem.
The clearer the diagnosis.
The clearer the plan.
The more efficiently we arrive at the solution together.

This adage from Dale Carnegie rings true

“𝗬𝗼𝘂 𝗰𝗮𝗻 𝗺𝗮𝗸𝗲 𝗺𝗼𝗿𝗲 𝗳𝗿𝗶𝗲𝗻𝗱𝘀 𝗶𝗻 𝘁𝘄𝗼 𝗺𝗼𝗻𝘁𝗵𝘀 𝗯𝘆 𝗯𝗲𝗰𝗼𝗺𝗶𝗻𝗴 𝗶𝗻𝘁𝗲𝗿𝗲𝘀𝘁𝗲𝗱 𝗶𝗻 𝗼𝘁𝗵𝗲𝗿 𝗽𝗲𝗼𝗽𝗹𝗲 𝘁𝗵𝗮𝗻 𝘆𝗼𝘂 𝗰𝗮𝗻 𝗶𝗻 𝘁𝘄𝗼 𝘆𝗲𝗮𝗿𝘀 𝗯𝘆 𝘁𝗿𝘆𝗶𝗻𝗴 𝘁𝗼 𝗴𝗲𝘁 𝗼𝘁𝗵𝗲𝗿 𝗽𝗲𝗼𝗽𝗹𝗲 𝗶𝗻𝘁𝗲𝗿𝗲𝘀𝘁𝗲𝗱 𝗶𝗻 𝘆𝗼𝘂.”

Replace friends with clients and the result is the same.

Regardless of the business you're in - if you want better clients, higher transaction averages, and larger lifetime values (the true marker of success), then it's time to slow down and diagnose the problems of your prospects appropriately.

06/01/2021

I repost this story every January, because it still rings true...

WISDOM FROM A FORTUNE COOKIE 🥠🔮

Nothing like a bit of Chinese food to give you the kick that you need to start the year haha

I don’t think I’ve opened a fortune cookie since I was about 10 years old, but for some reason, I felt compelled to pick this one up as I was leaving the restaurant.

It broke cleanly and the piece of paper fell on the ground with the writing side up...almost like a sign -
“Many a false step is made by standing still”

Pretty wild hey?

But it got me thinking... it couldn’t have been more symbolic for the year ahead.

January is such an interesting month.

While some may be buzzing with motivation, refreshed from a much-needed break - amped up by resolutions, and the promise of new opportunities.

Others may feel like its Groundhog Day, getting back on the hamster wheel for another 365 days, already counting down to the next public holiday.

For the latter, it can be feel like the most dormant period for your business - slowly watching your cash reserves whittle down, while you silently bank for the mid-January flurry of enquiries (if they come at all).

When we feel the pinch, we’re likely to stick to our guns and do what we’ve always done.

But things might be different this year, and the early year hustle that paid off last year, may now have diminishing returns.

Even though it feels natural to stay safe, rinse and repeat old methods of marketing - this can also be the most exciting time to look at things from a different lens, to take the lessons of last year, and improve on what you’ve already created.

In today's environment, the risk of staying still is much too great.

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Tuesday	9am - 6pm
Wednesday	9am - 6pm
Thursday	9am - 6pm
Friday	9am - 6pm

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http://www.tenasu.com/

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The TENASU Tale

TENASU is derived from the Japanese notion Omotenashi (verb: Motenasu), which embodies concepts of selfless hospitality, anticipation of needs, and exceeding expectations when providing a service.

We pride ourselves on our ability to uniquely connect with our partners, elevate their brands, and engage meaningfully and precisely with consumers at all touch-points. Since its’ inception, TENASU has grown to serve clients across five major cities in Australia, and four countries, including the U.S., launching in Los Angeles, California in 2018.