Last week I took a little trip to Bundaberg in regional Queensland, Australia for work. The town has 30k odd people but supports more than 100,000 people at any given time over the entire surround region.

Our client, a highly successful accounting and financial services firm, Ulton Group, needed a "Marketing Eye" to develop their 2015/2016 marketing strategy. I took the opportunity to fly up to Bundaberg because it was close to Easter and a great opportunity to catch up with family in the Sunshine Coast. 

What surprised me most was just how flourising Bundaberg is. It is renowned for being the home of Bundaberg Rum, Bundaberg Brewed Drinks and Bundaberg Sugar, but its the supporting companies and industry sectors that go mostly unnoticed that really struck a cord.

The accounting firm that I was meeting with has 70 employees. That is huge for a direct population of around 30,000 people. They not only employ a significant number of people, but their service thousands of businesses in the region.

To have a company of this size in professional services in one town made me think, "Should Marketing Eye be here?" The answer is still to be determined but one thing I do know is that there is a handful of marketing companies in the city, all charging big city, big agency hourly rates that are servicing thousands of businesses that all could be clients of Marketing Eye.

To set up an office, we need a minimum of 30 clients in each area paying $30,000 per annum on marketing services. To get 30 clients out of the Bundaberg region isn't so difficult as I found when I was there and it can be achieved not by Google ranking or marketing campaigns, but old fashion word of mouth marketing.

With an additional $900,000 in potential revenue, it's certainly nothing to sneeze about. I am seriously considering putting an experienced Marketing Manager in Bundaberg to service the local client base. 

Factors to consider:
  • Cost to set up a business in area
  • Client acquisition opportunities
  • Competitors in the region
  • Ability for staff members to work independently in an area without the big office support
  • Market potential and value to company
Watch this space... regional Australia, you may have a Marketing Eye near you soon!
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Mellissah Smith

Mellissah Smith is a marketing expert with more than 20 years experience. Having founded and built two successful marketing companies internationally, she is well recognized as a industry thought leader and innovator. Mellissah started her career working with technology and professional services firms, primarily in marketing, public relations and investor relations, positioning a number of successful companies to list on the various Stock Exchanges around the world. She is a writer, technology developer and entrepreneur who shares her thoughts and experiences through blogs and written articles published in various media outlets. Brag sheet: #2 marketer to follow on Twitter (2003), Top 150 Marketers to Follow (2015), Top 10 innovative marketers (2014), 60K+ followers on Twitter with 97% authentic.

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