strategysnapshots

21/12/2025

We are test marketing a TikTok account for if you’re keen to follow and finding out what we’re doing there.

TikTok

17/12/2025

Thank you to everyone we partnered with throughout 2025. EvettField Partners’ last work day is 19 December 2025 and operations resume on 5 January 2026.

Wishing you a refreshing holiday break filled with time to reset and enjoy moments that matter.

09/12/2025

Thank you to everyone we partnered with throughout 2025. EvettField’s last work day is 19 December 2025 and operations resume on 5 January 2026.

Wishing you a refreshing holiday break filled with time to reset and enjoy moments that matter.

18/11/2025

EvettField Partners is thrilled to announce that Michael Field has the pleasure of assisting Momentum Media Australia with judging the submissions from the 2025 Australian AI Awards.

From what we’ve seen, the past year has been filled with many exemplary achievements, demonstrating the impressive abilities of individuals and businesses committed to the growth of the AI industry in Australia.
All of the dedication and hard work over the past year will culminate in a huge night of celebration on 5 November at Sofitel Sydney Wentworth.

Visit the website https://ap1.hubs.ly/y0lRtz0 to learn more about the awards.

03/11/2025

EvettField Partners were delighted to celebrate with our client Park Agility, recognised as a finalist in two categories at the recent 2025 Parking Australia Industry Awards; a testament to their ongoing leadership in innovation, safety, and sustainability across the parking sector. It’s always rewarding to see our clients acknowledged for their commitment to smarter and more connected parking solutions.

The evening was also a valuable opportunity to connect with industry leaders and partners driving positive change across Australia’s urban infrastructure landscape.

Congratulations to the Park Agility team on this well-deserved recognition, and to all the finalists and winners for their contributions to a more innovative future for the industry.

24/10/2025

Is Your B2B Brand ‘Growth-Ready’?

EvettField Partners are now offering two structured ways to help business owners and leadership teams pressure-test their market positioning, strengthen their strategy, and build the foundation for more reliable and profitable revenue growth:

Option 1: FREE 30-Minute Strategy Consultation
+ A focused session with one of our senior consultants to identify key gaps and opportunities in your current brand and Go To Market approach.

Option 2: Strategy Sprint
Includes:
+ Pre-work: We conduct a desktop review of your current sales and marketing materials, competitors, and available market data
+ 3-Hour Workshop: A deep-dive review workshop with your senior leadership team covering market size, market drivers, dynamics, share, customer segmentation, competitive positioning, and GTM (conducted via Teams / Zoom)
+ Output: A ‘plan-on-a-page’ strategy overview, gap analysis, and the foundation for a focused GTM plan.
+ Duration: Approximately 2 Weeks

+ AUD $4,950
+ Conditions apply
+ Only available to business owners and leaders of mid-sized B2B organisations in Australia and New Zealand
+ Limited availability

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Why EvettField?
EvettField is a specialist B2B strategy and marketing consultancy working with Australia and New Zealand’s most ambitious mid-sized manufacturers, distributors, and industrial brands. We’ve delivered hundreds of competitive strategy, market research, and go-to-market projects across the region. Our focus is on helping businesses build marketing engines and competitive assets that deliver stable, predictable revenue growth.

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Ready to get clear on where your business stands. and what to do next?

Visit https://ap1.hubs.ly/y0hhDk0 to get started.

20/10/2025

The Federal Court has ordered Webjet to pay $9 million in penalties for misleading consumers with airfare ads that used asterisk pricing. These prices appeared low at first glance but concealed compulsory booking fees in fine print or omitted them entirely. The Court found that the use of an asterisk failed to make it clear that these fees were additional to the advertised price, breaching the Australian Consumer Law.

This isn’t just a legal misstep, it’s brand value erosion in action. Hidden charges break trust. Once lost, trust is hard to rebuild, and the long-term cost to customer loyalty, acquisition efficiency, and brand equity can far outweigh any short-term gain.

To explore how asterisk pricing can damage more than compliance records, read the newest Lexology article by Tony Cordato from Cordato Partner, Business Property & Tourism Lawyers with commentary by Michael Field from EvettField Partners:
https://ap1.hubs.ly/y0h7r10

17/10/2025

Mid-sized manufacturers across Australia and New Zealand are facing ongoing cost pressures, skills shortages and unpredictable demand. The difference between compromise and leadership lies in a focused go-to-market plan that delivers qualified demand, higher conversion and reduced price sensitivity.

Read the full analysis here https://ap1.hubs.ly/y0kQbd0

EvettField Partners is a B2B advisory for mid-sized manufacturers and distributors across ANZ, focused on increasing revenue, margin and market share. https://ap1.hubs.ly/y0kRHr0

14/10/2025

The Federal Court has ordered The Good Guys to pay $13.5 million in penalties for misleading consumers through its Store Credit and StoreCash promotions. While advertised as bonus offers, the promotions required customers to opt in to marketing, adhere to strict redemption periods, and in many cases did not deliver the credits. The court found that conditions were not disclosed clearly, with vital information hidden in fine print, QR codes, or obscure links.

The ACCC and ASIC prosecuted the case, citing three categories of misconduct: failure to disclose key terms, failure to deliver promised credits, and high rates of expired or inaccessible credits. More than 21,000 eligible customers did not receive the credits they were entitled to.

To understand how promotional tactics can breach consumer law and damage trust, read the full article by Tony Cordato from Cordato Partner, Business Property & Tourism Lawyers with commentary by Michael Field from EvettField Partners: https://ap1.hubs.ly/y0h7YC0

09/10/2025

EvettField Partners are pleased to introduce the New Integrated Online Marketing Campaign - B2B Brand Builder!

💻 Have you ever thought about investing in online marketing to attract new clients, fill your sales pipeline with qualified leads, and grow your B2B manufacturing brand?

Whether you’ve never worked with a digital agency before, tried it in the past with disappointing results, or you’re managing your marketing in-house and questioning its value, this offer is tailored for you.

✅ Discovery Workshop:
We start with a two-hour discovery session with you and your key team members. We’ll unpack your business drivers, target audience, market segmentation, buying behaviours, key messages, and more to create a customised campaign plan.

🗞 Content Creation:
EvettField will conduct regular long-form qualitative interviews with key clients and team members. These interviews are transformed into in-depth articles that can be shared on your website, LinkedIn, and social media.

🤖 Programmatic Advertising:
Leveraging the insights from our discovery workshop and extensive research across B2B sectors, we’ll execute programmatic advertising campaigns targeting your exact customer. No matter where they are on the Google Display Network, we’ll ensure your ads reach the decision-makers in the Invisible Buying Committee™.

📈 Monthly Progress Meetings:
Every month, we’ll hold a work in progress (WIP) meeting where we’ll review the performance of your campaign, covering everything from content engagement to the number of buying intentions tracked, such as inbound calls, email inquiries, and newsletter subscriptions.

📲 Act Now: Limited Availability!
As this is a brand-new managed marketing service, we’re offering it at an unbeatable price with limited availability. We only have room for 10 clients in this initial pilot, and there’s already a waiting list.

If you’re interested in being part of this exclusive program and would like to schedule a qualification call, visit https://ap1.hubs.ly/y0hgvr0

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03/10/2025

Uncovering the Invisible Buying Committee™: A Strategy for Manufacturing and Distribution Businesses

For multi-generational, mid-sized B2B organisations in Australia and New Zealand, particularly in manufacturing and distribution, understanding buyer behaviour can be challenging. Many focus solely on decision-makers like procurement or project managers, assuming their approval is sufficient. Yet, real influence often lies with a broader group - the Invisible Buying Committee™.

EvettField Partners developed the Invisible Buying Committee™ to help businesses recognise and influence all decision-makers in a sale. These hidden influencers play a crucial role in the buyer’s journey, even if they aren’t directly involved in negotiations.

Case Study: The Hidden Influencers

A mine site planned to upgrade its service truck fleet. The vendor’s main contact was procurement, who focused on price and specifications. But other stakeholders, such as operations, safety, maintenance, and finance, all had significant influence. The operations manager was concerned with downtime, maintenance prioritised ease of service, and finance considered total cost of ownership. While procurement led the interaction, 80% of decision-making power lay with other departments. Without addressing their needs, the deal could easily have fallen through.

How to Uncover Your Invisible Buying Committee™

1. Map the Organisation: Identify departments beyond your main contact, such as operations, finance, and engineering.
2. Address Their Pain Points: Tailor your messaging to each stakeholder’s concerns.
3. Build Relationships Across Stakeholders: Engage with influencers by directing marketing efforts to their priorities.
4. Track the Decision Journey: Observe how departments interact with your offer.
5. Leverage Segmentation: Use market segmentation to anticipate which departments may be involved.

Why This Matters

Ignoring the Invisible Buying Committee™ risks losing deals. Even if your main contact likes your offer, lack of buy-in from other influencers can stall the deal. Addressing the needs of all stakeholders secures sales and builds long-term departmental relationships.

Elevate Your B2B Sales

The Invisible Buying Committee™ is a strategic approach to B2B sales. Engaging hidden decision-makers improves your success rate. EvettField has helped businesses crack this code, driving predictable, profitable growth.

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