“At the end of the day it is multiple impressions these days to get people engaged,” Fiksenbaum says.
“You never know when it is going to be – the first impression, the second impression or the twelfth impression.”
Be present and be on time says Fiksenbaum.
“Even if you have a situation which could be negative you deal with it straight way,” he says.
“One comment can spread like wildfire.”
In an internet world, Fiksenbaum says you need to be able to change your message in real time.
“Time is of the essence,” he says.
“You have to be able to adapt based on your success or your mistakes.”
“We try to be an early adopter to new opportunities – if you have patience and the budget to do so, try something different, as you never know,” he says.
“There is no science to it and go with your gut.”
It doesn’t matter if you are a small business according to Fiksenbaum.
“There are lots of little things you can do, even if you are small you can make something big,” he says.
“You don’t need a big marketing budget, know your audience, find ways to attract them and engage them.”
Fiksenbaum suggests being disruptive “in a positive way”.
“Cirque du Soleil came from a world of street performers so we didn’t have much money,” he says.
Jordan Fiksenbaum is speaking at the ADMA Global Forum which runs from 29-30 July at Sydney’s Hilton Hotel.
Cara Waters is a former SmartCompany editor. Previously, Cara was a senior reporter for the Financial Times’ website and worked for The Sunday Times in London.
