There’s a Masterchef contestant that should have you on your toes – not just for your cooking but marketing your business! Masterchef Australia has just wrapped up it’s sixth season. I’ve watched all seasons and knowing the ratings’ decline wondered how these latest contestants would go marketing themselves outside of the show. No longer could they rely on instant recognition (although ratings sky rocketed in the last few weeks). So how does a Masterchef, or any business, market themselves to their ideal customers – their tribe – who don’t know they exist? Well, doing some study on Dan Churchill is a good start. Dan came finished Top 8 in Season 5 (2013) of Masterchef Australia and was pitched as the Fitness Instructor. But it wasn’t until post show when I started to pay attention to what he does as a business that I fully appreciated that this man has major marketing savvy.
So what can this Masterchef teach you about marketing your business? Here are six tips.
1. Be aligned with who you are: Your Brand
If your brand is “delivering on your promise/s”, you need clarity on what your promise/s are. Dan’s brand is he’s the “Healthy Cook” and he (unapologetically) is nothing different to this. Whether it be his paleo recipes or detailing his daily workouts, you know exactly what he believes in – health.
Tip: Don’t apologise for what you believe in. You cannot be all things to everyone. Staying aligned with your values your tribe will find you and advocate for you.
2. Invest in a good website
My first marketing a-ha moment with Dan was when I saw a tweet (Twitter post) last year promoting his webinar. I checked out his website and he had everything any good business site should have: Clear message delivered with a human voice, easy and clear sign up for recipes and blogs, access to videos, tips. Most importantly, you could easily buy his books. I still cower knowing how much I need to improve my own website’s marketing!
Tip: Don’t underestimate that your website is key to your sales pipeline success. Ensure your website’s Call to Action is clear whether it’s buying your product/service or to sign up to communications you so you can keep building trust for an event sale.
Important side note: Remember that no matter how many followers/likes you have on Social Media, this is not your owned data. Ensure you have a marketing plan to build a database you own and can directly market with communications.
3. Goodwill marketing
Following on from the website, Dan delivers regular recipes, articles and videos, all aligned with healthy eating and living. He also makes fabulous use of his Social Media accounts to share his goodwill – free – products and tips that brings people back to his website (his starting sales pipeline).
Tip: Be generous with your knowledge. Better yet, be so aligned with your brand’s values that you care more about changing people’s behaviour than a sale. I assure you, you will get sales by default.
4. Social Media
Dan is utilising all the platforms that initially took advantage of a worldwide audience looking for him (Masterchef Australia is screened in 90 countries), but now consolidates a tribe looking for healthy cooking and living. He, again, has a human voice (I assume it’s actually him) and engages with his audience.
Tip: Social Media is an important marketing tool that complements your marketing plan. It’s a fantastic way to promote goodwill marketing (Point 3) and give your tribe more understanding of who you are with a chance to engage.
5. Take advantage of opportunities
Dan seemed to work hard after his Masterchef gig to leverage off the profile the show gave him. He got his book out quickly, featured on other TV shows and went overseas to get international book deals and international TV exposure – including the UK and US.
Tip: If someone offers you an opportunity for exposure and it aligns with your brand values, go for it. Most of us won’t get TV exposure, but don’t let that stop you; start with offering advice/quotes for media and synergistic business networks.
6. Work hard!
None of the above means anything unless you’re willing to work hard! Looking at Dan’s workload and what he delivers is exhausting. Yet he does it all with public enthusiasm and grace. He also highlights that you don’t have to “win” to be successful.
Tip: Bum down; head up. Fact is, it’s not all fun and games running a business and your own success, especially at the beginning. But get it right and you can employ/outsource the jobs you don’t enjoy.