The Power of Community in Marketing: Two Big Choices
Marketing insights from one of Australia's leading Professional Services Marketing Specialists, Rebecca Wilson, Stretch Marketing's Principal Marketing and Business Development Consultant.

The Power of Community in Marketing: Two Big Choices

You have two choices in business…  Who you want to be, and who you want to do business with…

You can be a person with a very strong business instinct, who never works a minute unless they are paid for it, who wont go out of their way to help someone unless there is something that is in it for them… who doesn’t see the point in building a network unless there is something to be gained from every single person they bother with in every single minute.

Or you can be a person who works actively with the community they live in, knowing that these are the people around those you do business with, the people that support them, guide them and influence them.  You can contribute a reasonable, but not ridiculous amount of time to helping your community, using your smarts, learned experience and business nous to assist those at their time of greatest need.

You have the choice how you build your network and who you do business with.

The first person… lets call them “Person A” have a rather narrow network of people who they have done favours for, who “owe them something” and operate on a “quid pro quo” basis.  They operate inside this network and people gradually get to understand the limitations of this person’s approach.  They can be very, very successful… and those financially dependent on them are fairly grateful for this.

“Person B”, instead is always looking for opportunities to help those in their network in the knowledge that giving valuable opportunities to those in your network makes them more successful and builds a stronger mutual trust between you.  They care for a couple of important causes, usually ones they can add value to through their capability or network, bringing greater value than others of a different skill base might be able to.  The communities they work in recognise this and are grateful. This gratefulness displays itself in many ways, from industry networks to referrals and beyond.

Why do you have this choice? 

You have to choose in professional services to be memorable, influential and interesting to your networks, and it sure is made easier by being an active part of your community.

Two years on from the Brisbane Floods, I was invited to speak this week to the Alumni of the Queensland College of Law about our experience two years ago building a community with  This story resonated with everyone in the room.

Back then, the team at Niche Studio, and my team at Stretch Marketing, along with a team of Brisbane volunteers, built an online community portal collecting discounts to help flood victims that were so traumatised by the widespread lack of insurance coverage in the 2011 floods.  The community came together very rapidly, all within two weeks, and achieved extraordinary results. When we created Flood Discounts, I subconsciously knew how important it is to do things for your community and had worked with my own communities for many years helping and fundraising for good causes.  But the sense of goodwill created when you demonstrate your propensity to help others on such a scale is terrific.

It brings you back to the big question at the top… do you want to be Person A or Person B?  What do you do for the community that sits around your business?  And how do you become memorable, influential and interesting?

There are many different ways you can… 

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Written by Rebecca Wilson

Rebecca Wilson

Rebecca Wilson a Marketing Consultant and Business Mentor, based in Brisbane Australia. She provides marketing advice, strategy and implementation to businesses of all kinds, specialising in Professional Services businesses such as Accountants, Architects, Project Management and Engineering Firms and fast growing, entrepreneurial companies.

Rebecca is a dedicated professional marketer with more than 15 years experience and a long track record managing both online and offline marketing campaigns that really work.

Rebecca is also a mother of three delightful kids!

A leader in her field, Rebecca writes articles regularly for sites such as,, and, and speaks at conferences and events on Professional Services Marketing and Personal Branding. She runs inhouse training on Professional Services Selling Skills and mentors business leaders in how to grow their businesses organically using modern marketing techniques.

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  1. Posted February 8, 2013 at 8:08 am | Permalink

    Great article Rebecca. Totally agree – giving some time and effort to those organisations doing good work is a really positive, active way for smaller service businesses to give & receive.

  2. Posted February 8, 2013 at 8:44 am | Permalink

    Great article Rebecca, i enjoyed reading it and find it very true. Would hope that we all could be like Person B in both our professional and non-professional lives.

  3. Rebecca Wilson
    Posted February 8, 2013 at 8:53 am | Permalink

    Thanks for the feedback Troy. The Flood Discounts experience was such a personally enjoyable experience too… working with your community can be so fulfilling for business and self. Terrific to hear you are already thinking of this.

  4. Rebecca Wilson
    Posted February 8, 2013 at 8:54 am | Permalink

    Hi Geoff, We try to give time regularly to community and industry initiatives that help people… whether it is “cause” related or “education” related, it all helps people… and doing good work is indeed what makes it worthwhile!

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  • Rebecca Wilson

    Founder and MD of growing Professional Services Marketing firm, Stretch Marketing, I keep myself on the cutting edge of business trends, digesting technology changes, Internet forces, industry challenges and business opportunities on a daily basis. Myself, and the Stretch Marketing team learn constantly so you can access smart marketing and communications thinking locally, and nationally, whenever you need it.


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