Last week, I had the privilege of being a keynote speaker at the 2024 Business Chicks Movers and Breakers conference in Port Douglas.
The entire event was electric from start to finish and I was honoured to receive such a gracious welcome as I kicked off Session 2. The room was filled with a powerful energy, and I was surrounded by strong, savvy businesswomen eager to learn.
As the Founder and CEO of Ultimate Edge Communications, I’ve spent over 15 years honing the craft of creating media campaigns that don’t just engage, but also drive market-beating results. This pursuit drives me daily, and my presentation was all about sharing the secret sauce behind that success.
(Spoiler alert: The real magic lies in the doing. The strategies, the frameworks, the methodologies I shared on that stage are only as powerful as the action you take with them.)
Starting with the end in mind
One of the core messages I delivered was simple but critical: always start with the end in mind.
In an industry as fast paced as media, it’s easy to get caught up in the whirlwind of trends, technology, and competition, but if you don’t have clarity on your business objectives, your campaigns can miss the mark. A clear roadmap is essential for crafting impactful media strategies, a principle I’ve reinforced with countless clients over the years. Staying ahead isn’t about luck – it’s about strategy.
Storytelling that connects
It was a blast sharing my story and connecting with the audience, but the key takeaway I wanted to impart was the power of storytelling.
In today’s media landscape, businesses are fighting for attention, and it’s your story that will set you apart. If your message doesn’t resonate on an emotional level, no amount of media spend will make it work. Unfortunately, I’ve seen too many businesses invest heavily into campaigns that fail to connect with their audience’s goals, desires or paint points, resulting in wasted dollars and missed opportunities.
Aligning message and media
It’s not just about having a great message either. Your media needs to match that message. If your ads don’t show up in the right places, at the right times, or worse, your website isn’t equipped to handle the traffic you’re driving, even the most engaging content won’t be enough to save the campaign. I shared this common pitfall to prove that media is more than just ads; it’s about ensuring that every part of your funnel works together harmoniously.
Action makes the difference
The key takeaway I left the Business Chicks audience with was this: The magic is in the doing.
It’s gratifying to see how deeply this idea resonated with the audience, as it’s the fundamental principle I emphasise in my work. You can have the best strategy in the world, but if you’re not willing to get in the trenches and do the work, it’s all just theory. And that’s where the real growth happens, in those moments where you turn insight into action.
I can’t thank the Business Chicks community enough for the warm reception and the enthusiasm that filled the room. I walked away feeling energised and excited to see what everyone does next.
To sum it up: We talked about how to make campaigns clickable, scalable, and profitable.
Now, it’s time to do.
So, here’s to making big moves, pushing boundaries, and continuing to stay ahead together.
