Tailored Media

08/09/2026

Fascinating to see Nike plunging roughly 80% below its 2021 share price.

I remember years ago they severed their relationships with wholesalers, thinking they could simply go direct to consumers, mostly via an app - thus boosting margins.

Turns out that about 50% of the sales in the sneaker world are cash sales - so they were going to miss out on that.

But surely, they knew that??

Seems the data-driven performance marketing lasted for about 18 months, before the lack of distribution by trusted partners reared its head and saw the share price plummet.

07/09/2026

Your 1-star Google reviews are costing you customers — here's the fix.

As someone who has managed many businesses' reputations, I have a few quick tips.

1. Every review, good or bad, is a ranking signal Google watches.
2. Reply to every review within 24 hours.
3. Name your business and suburb in the reply - helps local SEO.
4. 1-star reviews are often better for your business than a 5-star review - as long as you reply kindly and calmly (at the exact time you probably don't want to!).

31/08/2026

Your customer scrolls past 1,000 ads a day.

They don't remember clever. They remember clear.

One message. One promise. One reason to act now.
That's the whole game.

There's NOT ONE THING more important for your bus or billboard ad.

The more messages you have (think tagline, phone number, catch phrase, web address - that's 4!), the less people recall you.

Keep it brief.

11/08/2026

“It’s not that simple" ... and other marketing lies.

I did the marketing for a local restaurant a few years back. They became the top-rated restaurant in Queensland on TripAdvisor.

# 2 rated in Australia.

That filled the restaurant up most nights.

How did we manage that?

Easy – we asked only those people we thought had an amazing time to do a TripAdvisor review.

The owner: “How was your night?”

Guest # 1: “Really good, thanks.”

No request for a review.

The owner: “How was your night?”

Guest # 2: “Holy crap, the food is amazing. I want to marry the Chef. I love the little touches around the restaurant; the staff are incredible. Loved every second of it. We’ll be back!”

The owner: “Wonderful to hear! We’d be so grateful if you wrote us a review…..etc.”

Please avoid 3- or 4-star reviews. You want 5 stars.

(And yes, I know. The restaurant has to be pretty special to earn 5 stars, but tactics like these help.)

And yep, the dessert below is from this restaurant.

15/07/2026

We've done a ton of work for and at the Gold Coast Marathon for close on 25 years, and this year was the first year we got to implement a tactic I love:

Getting a related and relevant product in front of every single runner at the event.

The very same runners who are about to have sore legs.

Our spies (people we know who did the 1/2 or full marathon) tell us everyone around them on the run course saw the sign being dragged behind the plane and commented on it.

Nice work fisiocrem, and thanks to Gary at Sky-Ads.

fisiocrem is also the official pain relief product of the Gold Coast Marathon.

Smart marketing right there.

14/07/2026

I know this sounds a little minor, but one of the aspects of business that can give you an advantage these days is calling or visiting clients, rather than just emailing them.

Huge advantage.

There's another big advantage becoming apparent - don't use AI for every bit of your creative or content for your business.

Using AI constantly kills creative thinking and it kills critical thinking.

Who would have thought that thinking would give you a business advantage!

07/05/2026

We're getting a lot of enquiry these days about being cited by AI - whether in the Google AI Overview or in ChatGPT and Claude.

Head over to this page: How to Rank in Google AI Overview and AI Platforms Like ChatGPT

for a little more info on how that works with SEO these days.

Search is changing faster than most businesses realise. Users are skipping Google altogether and going straight to AI platforms like ChatGPT.