The Hook

Communication plays a direct role in helping organisations compete more aggressively in a complex and competitive landscape. We share our insights into how communication tools are currently being applied in the world of marketing and business development.

Marketing in tough times: time to take a different approach

In tough economic times it’s tempting to lay low, cut costs and ‘hope for the best’.  Yet is cutting marketing to meet short-term financial objectives at the risk of losing market to your competitors worth the gamble? If you need convincing, there have been numerous studies undertaken which all point to the same conclusion: Companies…

Understanding how tenders are evaluated

There are various criteria used to assess a tender response. Most often it will be specified in the tender document (or Request for Tender) itself.  Other times (frustratingly) it’s not, however, through experience we know that the selection panel will assess the relative strengths and weaknesses of each tender and therefore it’s not just a…

Get a slice of the tender pie

The collective spend on goods, services and construction across all Australian government bodies is approximately $198 billion annually (Australian Procurement and Construction Council). That’s a lot of work to go around.  But getting a share of it is all about timing, maturity of your business processes, and importantly, being ready to capitalise on the opportunity when…

Not planning your tenders in advance? Your competitors probably are!

Preparing a tender response is a time consuming, often high pressure task involving numerous content contributors.  Timeframes are being increasingly compressed while documentation has become more complex.  Tender questions have evolved from simple yes/no answers and straight forward company background and credentials, to being oriented towards process, risk management and problem-solving capability. There are significant…

Why the ideas man always gets the kudos

The role of branding in the product development process is crucial to beating the competition and winning a place in the mind of the consumer. Mind share is now just as important as market share! But before you bolt to brief the ad agency, take a breather. Good ideas come to fruition from insightful planning….

I see your point: the persuasive power of visual communications

The power of imagery to transcend the boundary between the outside world and what is happening inside us is well known. Extensive research has demonstrated that viewing both real and imagined objects, pictures or scenes have almost identical properties in the workings of the mind. Imagery in print works in a different way to verbal…