MAGAZINE
Issue 26 - August 2015
AFFINITY Launching The Australian Institute of Clubs & Associations
Australian/NZ Clubs & Associations are about to receive a big shake up in the industry with the launch of AICA. Correct Governance & Board Management is due for an overhaul, ASSOCIATION SPOTLIGHT Karting NSW
WHAT’S NEW AT AA! We are focusing heavily on our Health & Wellbeing program with our newest providers offering MORE value to our members. OPSM, Anytime Fitness, Lunchalot & SMILE plus many more…
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What’s In store for you this month… Editors Letter (our Health & Wellbeing issue)
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Association Spotlight - “The Lung Foundation”
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Affinity PROFESSIONAL
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Legal, HR/IR, Insurance, Foreign Exchange, Finance, Business Coaching, Safety In the Workplace… Member Engagement
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Affinity TRAVEL
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Affinity COMMUNICATIONS
43
Affinity LIFESTYLE & ENTERTAINMENT
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Affinity NETWORKING
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Affinity FUNDRAISING
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Affinity HEALTH & WELLBEING 53 Affinity SHOPPER
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MEDIA KIT
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Editors Letter 6weeks til Christmas Everyone!!! Just in case you weren’t aware and were hiding under a rock and not visiting any of the retail outlets… or you have a very good reason for staying home and not watching television, have no internet access or listening to a radio, it would definitely be hard to miss… This would have to be without a doubt the busiest time of year for everyone I would think and Affinity Alliance is no exception, but just remember amidst all the madness, to try and take a moment and soak in the ever-present atmosphere that goes along with this time of year. I personally love it, and am just a big kid at heart but it really is a special time where we can reflect and be grateful for our blessings. Just a reminder to all our members and non-members, Affinity Alliance is the only benefits program in Australia & NZ with its own designated Travel Concierge service. Your members simply call our CUSTOMER SERVICE TEAM on 1300 793 044 and give the general information required for their next trip and the rest is up to us. We will source you not only the best airfares and accommodation but we will also provide it to you at a discounted rate. What other benefits program can offer you that? In addition to this, our providers are growing at an exponential rate across the globe and we will soon have the most benefits on offer than any other program that you may have considered and at the best rate. Our new online search directory will give members the convenience of searching under category, sub-category and location, making the entire experience seamless.
Check out our new website and see the difference for yourself. Visit www.affinityallianceco.com.au Also new on the block in the last couple of months is our Affinity Fundraising program which is aimed to assist with many different charities, NFP’s and schools. Check out our webpage for participating organisations and see how you as an organisation and individual can help in our fight to raise valuable funds for much deserving charities.
New Organisations A BIG WELCOME TO OUR NEWEST ORGANISATIONS! •S u p e r v i s o r s & M a n a g e r s Association • ClassCover • REWARD YOU • SHOUTAMATE If you belong to one of these fantastic organisations, be sure to keep on the lookout for your new Affinity members card which gives you all the access you need to a miriad of fantastic offers.
New Providers • MENULOG
• ANYTIME FITNESS • VIAGOGO • Various New Trades & Services • Various new Restaurant Offers • IPressAhead • Creative Ground Thank you to all of our providers who have offered fantastic exclusive benefits for our members, we could not do it without you.
finest restaurants in the country with some fantastic deals for our AA members, you will also be privy to the best in entertainment and events. Be the first to book the latest show or concert and show off to your friends and of course don’t forget to tell them that you can only have access through ‘Affinity Alliance’…. If you would like the opportunity to advertise your restaurant/cafe and can offer an exclusive deal to our members, let us know. We are always on the lookout for new providers and our members love it!
IMPORTANT Information
There is some big news for our members and of course our suppliers in the next issue of the EMAG, So make sure you don’t miss one single copy so you can stay well informed. Call it our present to you, but you will have to stay tuned to find out what it is… If for some reason you have missed any of our EMAG issues, jump on the Affinity Alliance website and you can view all previous issues in our Archives folder. If you have any troubles, simply contact our office for assistance.
Fiona McTaggart AA Managing Director If you would like to advertise your organisation or business with Affinity Alliance to offer our members even more value for money, please contact our head office on 1300 793 044 or email
admin@affinityallianceco.co m.au for details and a copy of the AA Media Kit.
www.affinityallianceco.com.au
DINING,WINING & LIFESTYLE
Don’t forget to check out our new site with all the trimmings along with the Dining Out & Entertainment Guide. Not only will you have exclusive access to the
FREECALL 1300 793 044
ASSOCIATION SPOTLIGHT
Hey Mate, it’s your SHOUT! There's a new organisation in town & they are committed to making a change… by Anita Donlon - Shoutamate founder On a hot dry day in 1975, in a strange town, my brother Michael and I sat waiting. That day was the beginning of my life’s journey where I learnt about such things as drought, flood, fire, mice and locust plagues and the beginning of the journey from tender innocent child back to the strong woman of today: passionate about my country and now leader of “Shout a Mate”. We sat waiting in my folks Dodge Ute, whilst father conducted business in the council offices. Our family had just bought a farm. At ages 12 and 10 we were leaving our previous home in the leafy Adelaide hills to move to the flat dry small community on the Adelaide plains called Mallala. Looking down the main street, we turned to each other and said “We do NOT want to live here!” Of course we had no choice. So that is where my story learning about the values of community begins. For the next 18 years I became part of a community that came together through the good times and bad. A community totally focused on the wellbeing of its members. I was witness to the dedication and service of so many volunteers. Volunteers for both The Country Fire Service and The St John Ambulance Brigade. There were strong sporting clubs, the football, netball and bowls teams; run again by volunteers. Experiencing the
family type culture that Friday was THE night where all townsfolk, young and old gathered at the local hotel for much needed R & R. Leaving school at 15 for a short stint in the local bakery, I moved to a position in the kitchen at Roseworthy Agricultural College. There we fed the 500 plus meals per sitting, for agricultural students attending from around the country. That college kitchen gave me the perfect starting training ground and job opportunity to learn about the importance of teamwork and leadership. After my 3 year term I purchased the bakery I left school to work in. Here I learnt all about small business, the critical importance of being involved in my own community, experiencing the trials and tribulations of business life in a small town that was dependent on the seasons. The following years saw me travel the country with my entertainment acts bringing much joy to communities. Helping many hotels fill their tills whilst people came together for a special night out. Over the years I have seen some communities dwindle while others have flourished. This has always intrigued me. My parents moved on to purchase hotels in central Victoria. It became apparent it was the lively characters within a community plus the hard working enthusiasm of small business owners that powered the
AFFINITY MAGAZINE social and economic landscape. Small business power, I will come back to that. Fast forward my life to August 2011, when I attended the “Convoy of No Confidence”. This event was the brainchild of members of the National Road Freighters Association. I went to MC this event standing alongside many others who cared about our country. Passionate people of all walks of life went to Canberra to show unity on an apolitical level. The government of the day didn’t know how to handle the scores of attendees. It used overdrive style and head butting tactics instead of listening to and engaging with the stakeholders. The convoy people came from across all sectors of rural areas and many industries. It was a true community coalition of industries. The rest is history and yet this is the beginning of the “Shout a Mate” journey. I met and made a lot of new friends from all walks of life at the event. Making the choice to support not only the farmers and truckies of our country, granting social and mental respite throughout our drought affected communities. Leading the team of volunteers on a journey around the country, thanks to the generosity of my fellow “Aussies” – on and off the land. Witnessing the effect of bank foreclosures and the mental and physical toll that drought is having on individuals along with the economic and social impact on whole communities. Giving our "Country Cousins" a hand up, not a hand out is our motto. It co-exists alongside our "Visit Australian Small Towns" sister network, to bring awareness of rural issues and rural towns to all of Australia. The attitude of the VAST Network is that if only 10% of Australians headed inland for a holiday, instead of going overseas, our economy would be fixed in a jiffy! This brings me back to the small business sector within our community. Small business is Australia’s largest employer. Every community relies on small business. Farmers are small business operators too. This year “Shout a Mate” has been engaged by various sectors within the drought affected communities of Queensland along with holding the “Great Divide Awareness Tour” in various parts of Victoria and South Australia to create awareness.Since launching “Shout a Mate”in Charleville early in 2014, Newcastle’s singer/songwriter and “Shout a Mate” patron Kieran Wicks has joined with Australia’s most wanted Comedy Rock & Roller, and “Shout a Mate” Ambassador Bruno Lucia on the road. Kieran and Bruno head to communities with one thing on their mind. To entertain the men and women in the rural towns, the people that badly need to laugh. Much like the artists who go overseas to entertain the troops. Our most recent partners in Queensland and New South Wales are the SPAR Supermarket group. SPAR is holding a “Shout a Mate “day in their supermarkets to raise shouts.Without the wider community caring about our drought affected communities we wouldn’t see these nights happening. Recently the “Shout a Mate” team made their way to the Central Highlands of Queensland to the remote towns of Bauhinia and Rolleston where rural people drove up to 3 hours each way to attend. Rave reviews were given.“Shout a Mate” will end the year where we started, in Charleville for their street party. You are invited to SHOUT, join in being a partner or hold a “Shout a Mate” challenge in your community. For more information visit www.shoutamate.com.au and on facebook.
SHOUT A MATE! Small business is Australia’s largest employer. Every community relies on small business and what we need to remember is that farmers are small business operators too.
Help us help drought affected communities. Show your support & Shout A Mate! For more information visit
www.shoutamate.com.au facebook.com/shoutamate
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Affinity Alliance Members Only…
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Affinity BUSINESS COACHING Organisation Chart? …. but I’m a Sole Trader! by Rob Murphy - CEO of Aspirus Most large organisations have an Organisation Chart. It shows all the functions, or departments, of the organisation. and usually shows the name of the person responsible for that function. Of course, being a Sole Trader or Small Business, you may not see the need for such a display, because there’s only one or two of you in the business anyway. That is so true, but don’t forget – the chart shows all the functions, too! The thing is, these functions exist, regardless of the size of the business. So, what are all these functions? Director: The owner/s of the business. Responsible for Business Planning and Monitoring. Manager: The person in charge of running the business. Responsible for Policies, Objectives, Communication and Review. Marketing: Advertising, promotion, sponsorship. Sales: Customer Liaison, Contracts, Customer Orders. Purchasing: Supplier Liaison, Contracts, Ordering, Stock Control. Human Resources: Skills Analysis, Recruitment, Training, Review. Administration and Finance: Office Routines, Accounts, Payroll, BAS, Annual Returns, Reviews. Operations: Review.
Deliver Products/Services, Contract
Compliance: Regulation, Legislation, Stakeholders, Customers, Suppliers, Staff, Subcontractors. Performance: Monitoring, Measuring, Analysing, Reporting, Improving.
This list is a guide, but it pretty much covers all the functions of your business – however small it may be. The message is: all these functions must be allocated to the people in your business who have the skills to undertake them. There’s the problem: A sole trader has to wear all these functions – ALONE! You and your business partner (if you have one) just don’t have those skills, but your business must adopt these functions in order to succeed. To add to the problem: You simply can’t afford to run your business this way – but deep down, you know you can’t afford NOT to. To further add to the problem: You’ve looked for ways to ‘cover’ all these functions, and it’s all too complicated, difficult to understand, and all to expensive. I know, there’s a whole lot of help available out there, but it seems like a minefield! Here’s the solution: A simple, understandable and affordable approach. Would you like all these functions ‘covered’ in a way that YOU can manage? Would you like to be shown where you can get advice and support from government agencies? Would you like help to make sure your business is compliant with the relevant authorities? Would you like to KNOW that your business is running the way it should be? Would you like to raise your business to the next level – and beyond? Do you want to know more? Then give me a call, so we can discuss your unique situation, and how we can bring our solution to you. Rob Murphy: 0413 087 309, rob@aspirus.com.au
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AFFINITY MAGAZINE I’ve been around business circles for many years, and I’m in a position where I can do all this for you. I’m not going to put myself on a pedestal that is simply out of reach for you.Let me conclude with another example of my life and business experiences. I seem to get involved in bookkeeping, as it seems to be the area most lacking in the businesses I have encountered. I went to a seminar on how to market my bookkeeping business. One of the principles they pushed was to put our rates up! I didn’t want to hear that, as I know that’s going to hurt a lot of businesses. I let them know how annoyed I was. By making these essential services unaffordable, it’s leaving the smaller businesses behind, and placing them in that ‘void’ where they need help, but simply cannot get it. I’m here for those businesses, and I’m here to do what I can to help them succeed. Now what? The marketing gurus tell me I have to finish with a “Call to Action”. Well, call it what you will, but here it is: If you think your business can benefit from my help, then give me a call on 0413 087 309, or send a detailed email to rob@aspirus.com.au I’ll schedule a time to call you back so we can have a chat, and see where your business is at, and where it can go. We can work out the cost between us. It really is that simple. Then we can start to take your business to a whole new level! For more information visit www.aspirus.com.au
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How to Set Your Association Apart from the Rest Stand Out & Be Noticed… by Fiona McTaggart - CEO Affinity Alliance As an association, you want to be known as the best. You want everyone in your industry to think about you as the go-to source for information. You want to be different. To stand alone. To be great.
other associations and see how they compare. Think outside the box here. Don’t just look at associations that are in your industry, look to those that are doing is well and who you’d love to emulate.
To successfully set your association above the rest, an understanding of your differentiators is key. Those differentiators can be found by defining your target market (which in many cases comes down to the specific industry you serve), competition, niche and position.
What marketing tactics and tools they are using? How can you utilize similar concepts in your marketing strategy? Do some comprehensive research to figure out who your competition is and why they matter. Everyone has a competitor. Get to know them.
What’s Your Niche?
Getting noticed through all the other noise and resources available to your members (and potential members) can be daunting. Prioritizing your marketing efforts will help. To start, ask yourself a few questions:
Who’s Your Target Audience Really?
Once you’ve researched your competition, get a solid understanding on what makes your association stand out. What can you offer that is unique? That no other association is offering? More than likely, you’re doing things differently already; identify what those things are and what sets you about. Then talk about it!
Your target market is not “everyone” and it may not even be everyone in your industry. Think about who you struggle to reach and who you have an easy time reaching. For your association to be successful, who are the most important audiences?
What’s Your Position?
If you struggle with member retention but have no problem with new members, your focus should be on identifying how to communicate with those members who are leaving your organization. If you are full of Baby Boomers but struggle to engage younger generations, your focus needs to be on marketing your association in a way that is appealing to younger members.
Establish who your association is and what you want it to be known for; set your position. What are the essential qualities that set your association apart? Your position should distinguish you from other companies like yours. Your position will be reflected in your brand, but it’s a tool you should use internally. Be consistent in your messaging
Once you have answered the above questions, spread a consistent message across all your marketing channels. Use your website, print media, social media, video to show your target market who you are. Repetition of a meaningful message will grab your market’s attention and help build your association’s brand awareness. Be consistent, but don’t be afraid to monitor and tweak the message based on what’s working for you and what’s not.
Identify your top target and some secondary targets for your association and get to know who those people are. These are the people you’re going to need to engage and build relationships with. Find out what they care about, what’s important to them regarding your industry and your organization, and what makes them tick in general. You need to understand who they are and why they would considering joining your association (or why they are a member already). Narrowing down and understanding your target markets will help you craft better messages that solve your audience’s specific problems and meets their specific needs. This is what will get you noticed. Who’s Your Competition?
If you want your association to stand out, you need to start with what your members and potential members want and then establish who you are. Understanding your competition, your target market and what makes you unique are the first steps in getting noticed. Building your association’s brand based on market research and self-awareness will help you stand out in the marketplace.
Before you can stand out, you need to know what you’re up against. Take some time to research your
Now, go get ‘em!
Who Is Your Target Audience? Who Is Your Competition? What’s Your Niche?
What’s Your Position?
Be Consistent In Your Messaging
MEMBER ENGAGEMENT
Membership Sales 10 Steps to Membership Sales Success by Kevin Cahalane - Membership Growth
How to increase member numbers & loyalty… Do you have a sales force – either internal or in the field? Many associations (particularly B2B) do … in fact I have worked with sales teams in this industry. Below are the 10 steps to recruiting members – with a high quality membership sales plan. 1. Long term planning – short term preparation (eg weekly objectives/targets) and having a purpose for every call will ensure success. 2. A good salesperson makes it a top priority to build rapport and trust. 3. Question will qualify needs, problems and opportunities – questions will discover needs. 4. D i s c o v e r t h e d o m i n a n t motive – the reason why – this person will join your organisation. I refer to it as their ‘hot button’ and it is all your people need to work on. 5. Make a value based offer – that is the solutions and advantages and benefits they will gain by joining your organisation.
6. Ensure your people are good at delivering a high quality presentation – involve the prospect, focus on their needs. 7. Handle any concerns for a win/win result. 8. Gain commitment – it is not about closing a sale, it is about opening a relationship. 9. Commence a program of member relationship management – work with your key internal people on this task. 10. Seek other opportunities from within this (new) member’s organisation … by excellent relationship management, coupled with data base ‘mining’ (drill wide – drill deep).
If you have a B2B sales force – do you coach and mentor individual team members? If you want to commence or enhance this process, and save yourself time and money – visit: www.membershipgrowth.co m.au/SalesCoachMentor and view some information about the Sales Coach and Mentor program – your key to increasing the performance and results of your sales force…
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Affinity LEGAL NETWORK When In Conflict, be careful about making assumptions… by John Campbell (Principal) from Mediation Matters As the old saying goes, if you assume something, you only make an ‘Ass’ out of ‘U’ and ‘Me’. The dangers of making assumptions have been discussed by many personal and business relationship advisors. Henry Winkler (the actor who played the famous “Fonzie” on the 70’s television show “Happy Days”) once said that “Assumptions are the termites of relationships”. Assumptions are really just thoughts that we have, based on limited evidence or indeed, no evidence at all. We tend to treat assumptions as a test of truths, rather than simply a set of beliefs. It could be seen as taking something for granted. Have you ever made an assumption about how something will be done or what will happen and then been surprised or frustrated about things turning out differently to what you expected? Or have you ever created meaning from what someone has done or said without checking the reality or facts? Shortcuts in understanding can lead to long roads of confusion and frustration! It is really easy to make an assumption because we assume that other people think like us and would do what we naturally think is logical. Unfortunately this isn’t the way the world works.
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So why do we take thing for granted? Because we think we’ve been clear when we haven’t; because we think we’ve spelled things out when we haven’t; because we think we can get away with something or cutting corners when we’re busy, when we can’t. Employees have quite jobs, projects have suffered, children have been left waiting to be collected after school, relationships have ended, tasks have been done incorrectly, tasks have been duplicated, house moves have taken twice as long as they needed to, all because assumptions have been made. We make assumptions because we mistakenly assume that what is important to us, our values, and what we believe, is the same for other people, when it’s not.
Examples abound where assumptions have been made and there have been disastrous results. In a recent workplace mediation that we conducted, it became very clear that a manager had given certain instructions to an employee. The manager had assumed that the employee was familiar with all of the terms used in the ‘brief’ (including the meaning of certain organisation-specific acronyms). It turned out that the employee was not familiar with some of those terms and the resulting work was sub-standard. There was a dispute arise over both the sufficiency of the instructions given and the quality of the work performed and each of the manager and the employee ‘pointed the finger’ at the other. Both however, had made assumptions about the work and each other – some of which was erroneous. Once people are in dispute, the making of assumptions can be even more dangerous. With no or limited evidence, people often assume the intentions or motivations of the other person or persons involved in the dispute and react accordingly. All too often however, the assumption was erroneous and therefore the response was inappropriate. Conflict in those circumstances simply escalates.
Below are 5 tips that may help you in this area: 1. Ask open (who, what, when, where, how) questions to clarify assumptions e.g. How exactly are you proposing to do that?
2. In project/team meetings and when writing proposals, spell out any assumptions being made verbally and in writing. 3. Summarise what you think is being agreed to check understanding. 4. When delegating to someone else, get them to replay back to you their understanding of what they are going to do. This will highlight any assumptions they are making. 5. Get into the habit of having a ‘ what assumptions am I making?” self-check before winding yourself into a frenzy and letting your imagination get the better of you.
On a lighter note, check out the following links: This clip (of “Ameriquest” TV advertisements) is some 2.5 minutes long and encourages viewers not to ‘judge too quickly’ based on what they have seen. Judging too quickly almost always involves making assumptions about what is going on (when, as in all cases in the advertisements, it is not as it seems). http://www.youtube.com/watch? v=UzzMir7zbN4 This 37 second clip from the 70’s TV show “The Odd Couple” demonstrates the old saying about making an ass out of you and me (when people assume things). http://www.youtube.com/watch? v=LfvTwv5o1Qs
We’ve all marvelled at the amount of information accessible on the internet, and the speed with which we can compare one item with another. Nowhere has this access to information been better exploited than in financial services, where you can use websites to make cheap share trades, find the best-priced mortgage and get travel insurance that saves you heaps. But having watched e-commerce become normal, Australians still make the distinction between lowcost convenience transactions, and high-value strategic decisions. For most people there’s still a difference between ease of technology and the need for advice. But how do you decide whether to buy online rather than use a broker or adviser? One distinction might be size and importance. Australians can search for mortgages online and apply over the phone. However, the Mortgage & Finance Association of Australia has found that of the growth in the mortgage market in the year to June 2014, 61 per cent was driven by brokers. That was a 32 per cent increase on the 2013 figure. Clearly, Australians like interaction with an expert when they take on their biggest debt. The opposite is the case when applying for credit cards and operating bank accounts. These are ‘transactional’ and we’re comfortable to use the internet and call centres to administer our daily banking. Consumers also transact directly online with their super and their share portfolios. This seems to work best with users who have good knowledge of the options, and understand the choices. However, insurance is another thing. If you’ve been insuring your car for years, a quick price-comparison on the internet at renewal time probably prepares you for buying more insurance over the phone or online. But many insurances are strategic parts of a person’s life planning, and they need expert advice. Even simple insurance such as home and contents has to be managed so you’re never underinsured, and you aren’t paying for things you don’t need and being excluded from the cover you do need. More than half of retail insurance premiums are written by advisers and brokers, probably because Australians think about insurance once a year and they need someone who thinks about it every day. The advantage you get with an adviser is obvious in life insurances which include death cover, total permanent disablement (TPD), trauma and income protection. You can buy tax-friendly life policies in your super fund. But when you use an independent adviser, you can buy cover for your own circumstances with tailored inclusions and exclusions. Life insurance issuers rarely have the best product and premium for more than one product line at a time. They take turns having the best products for TPD or income protection etc. Some insurers are strong in some occupations. An independent adviser knows this – you probably don’t. Luckily, it isn’t a choice between the internet or advice. The trick is to use both, according to their strengths and your needs. What do you favour?
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Taking Action on Trade Credit Difficulties by Adam Pile from Your Risk Adviser The manufacturing industry has taken a downturn but this has not taken the credit insurance industry by surprise. In fact, business owners are warned that the tough times could bring on more trade credit difficulties. When clients start reporting problems collecting from debtors, needing to extend credit by another 5 to 10 days, warning signs become indicative. Some companies have started to use their suppliers like banks and this poses a problem with businesses’ cash flow. Trade credit receivables are a company’s most important liquid asset but most business owners fail to adequately protect their businesses from bad debt. A business has insurance for its building but may not have insurance for bad debt, even though there is a higher risk for debtor default compared to a building being hit by a fire. Alarming Trends The rising delinquencies has set off a state of nervousness as indicated by an equal rise in claims even though the trade credit insurance industry has done all it could to keep premiums at reasonable rates. The primary objective of trade credit insurance is to protect against debtor default but it is also a good research tool as clients can also use the data base to identify possible domestic and international risks they mace be facing. Companies are starting to make adjustments with the expected decrease in income over the next
year and are hiring fewer people. C o n s t r u c t i o n c o m p a n i e s a re reporting fewer jobs in their books. Job losses are also trickling down to small businesses and the retail sector where some people have been placed on a 4-day a week schedule. The export, media, retail, transportation, and construction industries, along with wine exporters, are the most frequent buyers of trade credit insurance as they are closely identified with global factors such as recession in the United States and debt crises in European markets. Trade credit insurance is a way of protecting profits as well as a means of decreasing bad debt provisions. Banks are more likely to provide additional funds to companies with adequate security against debtors due to credit insurance policies. Significant Benefits of Trade Credit Insurance Trade insurance is highly specialised, with only a few insurers working with this sector. Trade credit is required by banks for exporting companies but it is also a valuable tool for research into foreign markets and potential foreign clients. Insurance companies are able to gather significant infor mation about potential buyers from their underwriters who actually work in these foreign countries. Businesses can call their insurance companies to inquire about a potential buyer before shipping out orders to reduce their risks. Small and medium sized businesses
have been known to take advantage of this service from their insurance. While one SME may not have the resources to get adequate intelligence about their customers, their insurance company may have several of their clients servicing that buyer and would be able to get the needed information. The insurer becomes a member of the business’ credit team, looking into possible risks almost daily, to protect the customer’s receivables portfolio. Credit insurers also provide valuable advice regarding business practices to their clients and even provide assistance with debt collection from foreign debtors. Some insurance companies even pay for debt collection and manage the debt’s life cycle. In essence, all measures are taken to resolve debt collection problems before payment of a claim is done. Businesses need to prioritise protection against bad debt when positioning the business against all potential risks. If a business owner fails to watch his clients, he may just get the surprise of his life one day and suddenly find himself facing insolvency. Your Risk Adviser are insurance experts, assisting both businesses and individuals to address their insurance needs. For your cost and obligation free consultation please contact 1300 815 344 to see how our staff can help. Your Risk Adviser is an authorised representative of NAS Insurance Brokers AFS Licence No.233750 GENERAL ADVICE WARNING - This article contains general information only. It does not take into account any of your personal circumstances, objectives, financial situation or needs. Please consider the appropriateness of the information in light of your personal circumstances and seek proper advice prior to acting on this information.
Landlords! Get a $50 Coles Myer Voucher and free contents insurance when you take out a Building Insurance Policy*
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Affinity HR/IR Time to Employ Someon, Now What? by Sharon Collitt from Employment Tool Kits Many business owners strive to expand and grow their business and sooner or later get to that point in time where they are ready to take on the second biggest challenge in the evolution of their business; an employee. SHARON COLLITT, Human Resources Consultant, will step employers through the process, highlighting the critical steps and the importance of getting it right. Recruitment Don’t fall into the trap of automatically hiring your brother, best mate, or motherin-law, because she is good at administration and can type really fast! It may seem easier and cheaper to hire someone you know, but more often than not this quickly becomes your worst nightmare. TIP: Take your time to scope out the role you want your new employee to perform and write a proper job description. Then look at online employment advertising to place your advertisement. Lastly, make sure you interview and reference check your candidates before making your decision. The chances of success skyrockets when you apply an effective process in the recruitment phase, even if you mother-in-law ends up as your ideal first staff member. Employment Contracts A key element of the employment cycle is to ensure that you have formulated your terms and conditions in writing. Don’t leave the employment agreement open to assumptions. If it’s not in writing, you could end up defending your terms in court. TIP: Set out your terms and conditions in writing and have
both parties sign off on them. In the event you are unsure, always seek the assistance of a professional. On-Boarding So you have selected your ideal candidate and it’s time to get to work. Don’t make the mistake of throwing them into the role and expecting them to know what you want and how you want it done. The on-boarding or induction process is critical to the success of the person you have placed in the role. TIP: Take a few hours to educate your new employee on how you like to run things in your business. Train them on your expectations and how you will know if they have succeeded. Refer them to the job description and make sure you are both on the same page when it comes to meeting your expectations. Performance Reviews Some managers rely on an annual review processes to give their employees feedback on their performance. It is important that employers have a mechanism for checking in on their employees on a regular basis. Most employees welcome regular feedback and not only when they have done something wrong. TIP: Make sure you reward and recognise good work, as and when it occurs, and, in the event your employee trips up and makes a mistake, let them know then and there, in the most constructive way possible. Most employees will want to know where they can improve and will strive to meet your expectations. By following a well thought out process on employment, your likelihood of success in recruiting staff into your business elevates dramatically. This will allow you to get on with what you do best; running your business.
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WANT TO ADVERTISE IN OUR MONTHLY EMAGAZINE? CALL 1300 793 044 OR EMAIL US TODAY FOR A MEDIA KIT
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AFFINITY TRAVEL Have baggage - will travel? Longing for an overseas trip or just simply a weekend getaway interstate or planning a honeymoon? With Affinity Travel, you have your very own concierge who will handle all the details and all you need to do is sit back and relax. We take the stress out of holiday planning and all while saving you up to 70% on flights, accommodation, airport lounges and car hire‌. What are you waiting for? Use your Affinity Alliance membership today and get on your way! Call 1300 793 044 for details.
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Affinity COMMUNICATIONS
Affinity Communications Mastering LinkedIn by Deborah Shane via Creative Ground/Ipressahead When LinkedIn launched as a professional social community in 2003, it claimed a place in the social space that was not yet represented. LinkedIn is exclusively focused on professional B2C and B2B connections and activities.LinkedIn’s long form publishing, originally opened to “influencers” was opened up to 25K+ LinkedIn members early this year and will continue to roll out to all it’s members. LinkedIn has quickly become a major publishing resource with some of the best content on trends, business insights, careers, work, jobs and professional d e v e l o p m e n t . Yo u c a n u s e LinkedIn’s new publishing platform to get your message out on these and related topics or simply to build your expertise and professional brand. What makes the content unique and interesting is how personalized and specific it is to each publisher’s real life business and industry experiences. Master LinkedIn Respect the Community Focus & Its Etiquette
This community is 100% focused on people making business and career connections and learning about the most current information and trends. So, no family picnic photos, silly vacation faces or dog tricks here. (Yes, this stuff actually does show up from time to time.) And don’t use it for other more self serving activities either. Show & Tell What You Know in Your Articles Ta k e w h a t y o u k n o w a b o u t business and your unique experiences and help people get better and more proficient in their work and life skills by sharing your experiences and insights. LinkedIn is a power ful collective of knowledge. For example, Alen Mayer uses the platform to share his own techniques for persuading customers to buy or use a product or services and boils these down into actionable advice for his readers. Make Your Content Support Your Network We build our professional network one connection at a time. Knowing the overall mix of your community can help you focus
your content. Are they managers, new hires, CEO’s or seasoned sales reps? For example, business coach Jim Barger uses the platform to write about how to outdistance competitors in articles like “Smack You in the Face” Customer Service. Use Your Unique & Individual Point Of View to Set You Apart LinkedIn welcomes and encourages the individual perspectives of its members in their articles. Whatever your take is, bring it on. This approach is what sets LinkedIn apart from other content sites. It welcomes high level industry influencers and real, regular people who have valuable expertise so that we can learn from each other. Include Visual Accessories to Support & Enhance Your Content LinkedIn allows for and supports images, video, charts, surveys and infographics to be uploaded from your desktop or mobile phone and placed throughout your article. These visuals can support and enhance your article flow and ideas and can keep readers engaged.
AFFINITY MAGAZINE Share Advice from Specific Experiences You Have Had We all learn through our good and not so good experiences and both have value and merit to inspire and motivate. If you have had a particular experience with a company, client or vendor that has a good story and lesson, that can make for great content. Of course, the reverse can also be true. Share the Trends You See In Your Industry Some of LinkedIn’s Top Infuencers offer insights and ideas about where they believe things are headed based on the trends they are seeing in their own companies and industries. You can create this kind of content too. You don’t need to be a Richard Branson a Jack Welch or a Jeff Haden to share meaningful insights about the niche you occupy. Write about Problems Solved, Skills & Solutions Used Everyday we face problems, challenges and situations that take specific skills, qualities and intangibles to solve. The LinkedIn community is full of business professionals just like you, and chances are they’ve experienced similar problems in their careers. Share your problems, how you solved them and the skill sets you used and highlight them in your articles. Take the example of serial entrepreneur James Caan, who took a negative critique about one of his presentations and turned it into an opportunity to figure out a better approach. Use Humour, StoryTelling & Visuals to Get Your Point Across Liz Ryan CEO and Founder of Human Workplace, is a great example of how to use a personal style to set your content apart. Ryan writes in a conversational way as if she is sitting right across from you sharing a cup of coffee. She adds her own original, amazing art to soften the difficult ideas and adds humor to get her points across. She shows her visual storytelling in articles like “Are You
Managerial Material” with images supporting her content throughout. Always Review & Edit Your Articles for Spelling & Grammar There is no spell check on the LinkedIn publishing platform. So it’s best to write your article in word or some other format where you have features that flag misspelled words and grammar inconsistencies. Remember, this is a professional platfor m, so be vigilant about making sure your content reflects this. Attribute All Examples, Studies & Quotes Always link your information and source it if it is not your own. When you use surveys, studies, quotes or graphs, make sure you are giving them the proper attribution. Don’t Make Your Content Too Short, Just Long Enough LinkedIn does not have a limit on word count, but suggests posts that seem to do the best are more than three paragraphs. Use the range of 500 to 1,200 words as a starting point and then research posts in your field that get good response to see how long they are. Use Consistency to Build Your Following & Credibility As with all brand building and content marketing growth, consistency is key. Make a commitment to post weekly, monthly or as regularly as you can. The more consistently and regularly you publish, the more you build, serve and grow your community. The most successful publishers on LinkedIn produce content consistently. And the result is an admiring audience. For example, J.T. O’ Donnell, a LinkedIn career influencer has built a loyal following because her relateable articles like You’re More Talented (and Beautiful) Than You Think, Can a Job Change Your Life?, and 10 Things to Do This Summer to Advance Your Career just keep coming. Share Your LinkedIn Content Through All Your Channels
Share, promote and market your content through all of your media channels including your website, blog, Facebook, Twitter, Instagram, emarketing, YouTube and when you are networking. Always link your LinkedIn articles back to your profile to build interest. Use publishing on LinkedIn to open the door for writing for other social and industry blogs. Don’t be shy about promoting yourself and tooting your own horn a bit. Just don’t go overboard. Use Current, Relevant & Real Time Sources Make sure all the sources and resources you use are the most current, relevant and buzz worthy you can find. Within the last 12 months is a good time benchmark. If you post daily then you will need to cover the news as it happens. Many publishers take the headlines of the day and create their own article spin on them, as Gerard Baker, Editor in Chief of the Wall Street Journal does in his 10 Point article template. Create Great Guidelines for Better Engagement A great 5-10 word branded, keyword worthy article headline is magnetic. It screams “must read this”. It might not be what someone was looking for but, because of the title, they are compelled to read it. Great titles create curiosity about the content inside like “Project Management Lessons from Gandalf” and “9 Brands People Love Enough to Stick on Their Car Windows.” Who could resist? Use the LinkedIn Help Section to Learn More If you have a question about LinkedIn publishing that isn’t answered here, visit LinkedIn’s help section and search for more information. Just search under Professional Publishing Platform and you’ll find plenty of content to help you master LinkedIn.
Written by Deborah Shane Source: smallbiztrends
Affinity REAL ESTATE
Affinity Real Estate The 6 Keys to Generating Real Estate Listings Online by David McElveney - Next Listing Genuine marketing automation is cutting edge technology in the Australian Real Estate Industry. It uses original content that differentiates a Real Estate Agency from the competition as well as to the Target Market – home sellers. It simultaneously educates Home Sellers why that Agent will meet their needs through every stage of the sales process and trains them to buy from that Agent. Marketing Automation uses “Pull” Marketing rather than the traditional and outdated “Push” Marketing. As such, it mirrors the overwhelming trend in the way people are being marketed to by the most successful companies of all time like Google, Facebook and Apple As an industry, marketing automation is expected to grow by a massive 50% by 2015 (SiriusDecisions) and as a result, 77% of these top per forming companies indicate that their most compelling reason for implementing marketing automation is to increase revenue. (Gleanster).
Fuelling the Engine With marketing automation comes investing in the processes for producing, distributing and evaluating content that will connect with the right buyers at the right time through the right channel. Content is the fuel that will keep your marketing automation engine from going idle. Content—from case studies, solutions briefs, whitepapers, PR, videos, etc.—plays a vital role in fulfilling marketing automation tactics. The following are the fundamental tactics of marketing automation that require the production of relevant content: •CUSTOMER SEGMENTATION involves dividing your target • LEAD GENERATION is the process of optimizing your digital channels (e.g. website, social outposts, search, etc.) to easily attract and direct potential buyers to convert • LEAD NURTURING is the process of building relationships with
potential buyers regardless of how ready they are to make a purchase, with the goal of keeping them engaged with the brand, and to establish communication, build trust and potentially earn their business. The most efficient method for this is Facebook • LEAD SCORING is a methodology of qualifying a lead and ranking them on their interest in buying, such as website behaviours, social interaction and is passed along to Sales to qualify their motivation and needs • CONTENT MANAGEMENT is the process of tracking and managing content so that it’s targeting the target market at the proper stage in the sales qualification process •CONTENT CALENDARS help agents develop and coordinate multiple messages so that content can be scheduled in a logical and effective method to maximise engagement of Agent’s clients and prospects.
Content Development – The Breakdown 1. C o n t e n t + Y o u r C l i e n t s Identifying what will answer the needs of your target market and creating unique content that addresses these needs for mulates the “prospect’s personas.” Don’t market the same to all people. Facebook allows you to customise what you market to specific target markets. 2. Content + The Buying Stages Just like mapping content to personas, understanding each stage of the buyer’s journey and researching the content that will guide buyers into the top of the sales pipeline and lead them through to the last stage, helps to speed up the sales cycle. Understanding buyer behaviour will allow agents to create relevant content in an automated way and build trust. 3. C o n t e n t + Channel Diversification Developing content for distribution also caters to different buyer preferences and behaviours, and experimenting is the best
way to determine persona format preferences. It also contributes to increasing overall engagement with your brand. 4. C o n t e n t + E n g a g e m e n t & Conversion Optimization To get the most out of your marketing automation investment, there’s no better way than to develop content that’s well written, visual and easily consumed. Repurposing content into multiple methods of consumption, leveraging all of the digital channels – listing portals (e.g. www.realestate.com.au), blogs, email, Facebook and agent websites, is just as critical. Relevant content spurs action and ensures your content is targeted and converts. 5. Content + Refinement Through Analytics Good content alone will not convert without the insight that analytics can bring. Today’s intelligent agent will identify the quantifiable metrics for both tactical and strategic insight into how content is performing. These key performance indicators (KPIs) should be measured within a campaign or multi-channel
program effort. Finally, set benchmarks for success for each type of content (search landing page, blog, whitepaper, etc.), as well as for overarching campaigns including performance metrics and mapping content scores. Content is Still King: Overcoming the Hurdle of Creating Compelling Content Content has always reigned supreme in marketing, but with today’s need for digitally created content that needs to be targeted for multiple audiences in real time, marketers are just realising the need to invest in the ability to develop engaging content quickly and coordinate the distribution and analysis of content across a range of channels. Establishing a process-driven operation that can support the needs of a marketing automation engine allows marketers to scale their content marketing efforts and deliver substantive results for sales. For further information about Why Content Calendar is a MUST for Automating Listing Inquiry visit www.nextlisting.com.au
Affinity LIFESTYLE & ENTERTAINMENT
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Affinity DINING Choose from over 6000 Restaurants across Australia & New Zealand….
Some exciting news… The exciting news is only the beginning, with the continued growth of our Dining & Wining Directory, Affinity Alliance is certainly expanding in leaps and bounds.
Adding up to 6000 more restaurants to our Dining Directory Thanks to our dedicated team members, Affinity Alliance has been able to offer our members more value for money than we could ever imagine. The new Dining & Wining Directory is available in your Generic Member Directory or to view via your allocated login details. With so many additions, it has been a work in progress, but we know you’re going to love it!
About the Dining Directory Restaurants, Cafes and Bistros from all over Australia & NZ have become involved in what we can only describe as colossal. It has been a huge work in progress but
we can now start to see the light at the end of the tunnel. Members will be able to show their Affinity Alliance Membership Card or Virtual card at participating restaurants and venues to receive their discounted offer. The online directory will make it easier for members to search state by state and dine at their favourite little bistro, cafe or fine dining venue.
Become Involved If you own a restaurant or venue and you feel that this is an opportunity not to be missed, then you would be right. The Affinity
We will even set up your webpage and directory page if required. Not only will you receive a full page in the AA Dining & Wining Directory, you will also receive a full page on the Affinity Alliance website www.affinityallianceco.com.au and regular monthly advertisements in our Affinity EMAG and infinite exposure to our 500,000 strong member database. This is a FREE offer and one that is too good to refuse, so best you get in early as submissions will be closing at the end of April 2014.
“Add your Restaurant to our Dining Directory and get more exposure” Alliance team is awaiting your submission. The requirements are simple and the return is great. There is no cost involved. All that we ask is that you can offer an exclusive discount/benefit or service to our members upon dining at your venue. It really is that simple.
For more information on how you can become a part of the Affinity Alliance Dining & Wining Directory, Contact our head office on
1300 793 044 or email your request to admin@affinityallianceco.com.au and we will email you the requirements.
Affinity NETWORKING
AFFINITY MAGAZINE
How to Convert More visitors into customers Vanessa Rothwell from Your Online Success
How to Convert?
quote” in bold? It needs to be obvious whatever it is you want them to do.
So you’ve built your website and it looks beautiful, you absolutely love it. The colours and images look great, the site has all the information you want on there.
3.What is the conversation in their head?
You’ve also poured some money into getting people to the site – whether you’ve done some search engine optimisation, some google ads, or advertised on facebook or other social media channels. People are starting to come to your website in droves, but alas! They are not taking any action! They are not signing up to your newsletter, calling your business or buying your product so what do you do? The problem here is your conversion.
What is Conversion? Conversion is “the percentage of customers that take a desired action”. So how do we fix our website that we love so much, in order to get more of our visitors turning into customers? We need to get into the visitors mind and ensure the website matches their expectations and desires.
You need to enter into the conversation in their head and be answering any questions they are thinking right on the page. If they are not taking action, it is likely because they don’t trust you yet or they don’t see all the information they want to know. For Example: Say, you are asking them to sign up to a newsletter. If the text just says “sign up to my newsletter” they may be thinking “I already get a lot of emails, what information are you sending? How often does it come? “ Instead if you had text that says “Each month you will receive 3 free tax-saving tips from a former ATO auditor that will help you reduce your tax by 35%” the visitor has all their questions answered, including how often they will be emailed, what they will receive and some credibility about the information they will be sen. So they will then be thinking “that’s sounds great, I think I’ll sign up!”
Think about
So in summary, when looking at the information you have on your website, you need to think about these 3 things.
1.How did they get to your site?
1.Who am I trying to persuade?
What was the thing they saw before they went to your website – does what they see on your website match their expectations? Are they finding what they are looking for?
2.What action am I trying to persuade them to take?
For Example: If they were looking at a Google ad that says learn some tax tips to save you tax, and when they get to the site, they only see information about your accountancy firm, a phone number and a signup to your newsletter, then their expectations have not been matched and they will likely click away.
3.What do they need to experience to feel comfortable taking that action? If you have these 3 things on the page answered, you are going to get more people taking your desired action.
2.What is it you want them to do?
*Special Offer: Affinity Alliance members get 60% off our 7-Day conversion review, Get yours for only $99 (Normally $249) for an intensive analysis to find out what’s really going on with your website.
What’s your main call to action on the page? Does it stand out and match what they want?
ABOUT THE AUTHOR
For Example: If you have a few paragraphs of text talking about your services, do you have a call to action telling them how to find out more about your services such as “Call us now for a No-Obligation Free
Vanessa Rothwell is the director of Your Online Success, who will help you turn your billboard website into a cash-flow machine. Find out more at www.youronlinesuccess.com.au
Affinity FUNDRAISING
AFFINITY MAGAZINE
AFFINITY FUNDRAISING Affinity Fundraising has expanded its reach… Well there has been a lot going on at Affinity Headquarters in the last couple of months as you may have already gathered and I am very proud to announce that Affinity Fundraising has now officially launched and is ready for the onslaught of individual memberships. Memberships are now open for Affinity Fundraising and you can show your support by purchasing yours today at www.affinityallianceco.com.au/ fundraising. We will be continuing to grow our list of organisations that we will be supporting over the coming months and welcome all enquiries. Affinity Fundraising will be focusing our efforts on fundraising for the following: • Hill Family Channel Swim • Edens Journey • Circle Of Hope • Cancer Council • ShoutAMate • Schools & various other charities
How does it work? Go to www.affinityallianceco.com.au select the Charity you wish to support and purchase an Affinity Fundraising membership. Your membership will give you access to thousands of benefits across a wide range of industries focusing mainly on Lifestyle & Entertainment and designed to save you money, whilst feeling good about supporting your favourite charity. You will receive a membership card (plastic or virtual) your choice and you can gain access almost immediately after joining. To make the pot even sweeter, $30 of your $45 membership is directly contributed to a charity of your choice. It really is that simple and everyone wins. If you have a charity or an organisation that you are passionate about and you would like to help raise some valuable funds to get them on their way, then why not recommend Affinity Fundraising or even better, give us a call and we will contact that particular organisation directly. No charity or event is too big or too small and we would love to help. So pick up the phone today or visit our website www.affinityallianceco.com.au for further information. Do it for yourself if for nothing else!!
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Affinity HEALTH & WELLBEING
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Up to A first in the hearing health market!
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A combination of affordable repayments for the latest hearing health technology through SmartPay and the additional benefits of our Protection Plan and Maintenance Package*. The simple choice to get back to living life at full volume with peace of mind. SmartPay Payment Plan
> The latest technology available for a simple low monthly repayment > 36 month payment term available > Allowing you to be fitted with the latest hearing technology of a higher value that might otherwise have been out of reach. > At the end of the term simply return your devices with no further obligation and get connected with the latest hearing technology. *Conditions apply, for selected devices only, see in store for details.
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> Covers all Bay Audio - Hearing Experts fitted devices up to 3 years from original fitting > Provides automatic peace of mind for your hearing technology investment from the moment you walk out of the store > Offers unlimited claims for customers.
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> Includes everyday maintenance required for your devices** i.e. tube replacement and wax removal > Free batteries for the life of the plan. **Please see in store for maintenance services covered.
PROTECTION PLAN
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AFFINITY MAGAZINE
Affinity Alliance remains dedicated to its members in providing the best there is in exclusive benefits and services across a wide range of Industries. If you feel that your business or company can offer our members an exclusive benefit and you want to be added to our long list of professionals and receive FREE advertising to our complete database, contact our HEAD OFFICE today 1300 793 044 Building our Provider List Our capability to deliver high quality, tailored and customised benefit programs with dedicated and personalised service, sets us apart. We appreciate that organisations today need to be flexible, innovative and affordable without compromising quality and value.
Who do we serve? Affinity Alliances has been built on strong values of innovation and integrity. We pride ourselves on delivering the highest levels of service for our people. We work hard to establish strong relationships with our clients and members by undertaking regular surveys and feedback reviews. Our member base is made up of professionals across a wide range of industries such as Architecture & Engineering, Medical and Dental, Finance, Information Technology, to name just a few.
What are the Benefits of an AA Provider
• Affinity Alliance invests in the marketing of your service via an integrated communications and marketing strategy. To maintain our quality standards and to deliver sustainable benefits, we enter into supplier Agreements will all of our partners. If you would like a copy of our Partner Agreement, please contact Head office on
1300 793 044 or email
admin@affinityallianceco.com.au This Agreement outlines a differentiated offer (must be national and preferably in New Zealand too); which represents a genuine benefit for our members when compared with an equivalent public offer, and any other service, marketing or management information. Click on the link below to view the requirements of becoming an Affinity Alliance provider.
• Expose your brand to our market • Increased traffic to your business through Affinity Alliance channels • Introduce your business to our stakeholder network • Access our fast growing member base • Your product information is promoted and marketed on Affinity Alliance’s website - saving you time and money • Increased number of sales, and in turn, revenue for your business • Brand recognition by association with our existing partners
CLICK HERE TO VIEW
Affinity BUSINESS COACHING
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Affinity SHOPPER
AFFINITY MAGAZINE
AFFINITY MAGAZINE
AFFINITY SHOPPER Big Brands, Low Prices… As you are all abundantly aware, Affinity Shopper is going gangbusters with traffic and sales. Our members are shopping up an absolute stor m on a host of everyday and specialty items. The best part about it is everything is up to 70% off! Non-members can shop as well, so don’t be shy to visit our site, but in addition to the great savings, members get to enjoy additional rewards points which go towards their next spend, so there is even more to celebrate. So dust off that wallet, prepare your credit card and go shopping. If you missed it, the new site is of course aptly named www.affinityshopper.net.au and as previously mentioned, will save you bucket loads on everyday items as well as specialty goods. Take a trip down Affinity Shopping Lane today and see what bargains you can grab. Don’t forget to LIKE us on Facebook so you can keep updated on daily specials…
Save up to 70% on well known brands and retailers across a huge range of categories including: • Fashion • Health & Beauty • Home & Outdoor • Pet Products • Printer Cartridges • Technology • Toys • Wine & Drink Accessories
START SHOPPING NOW www.affinityshopper.net.au
PHONE 1300 793 044
Phone 1300 793 044 www.affinityallianceco.com.au www.affinitymagazine.com.au