Most businesses waste money on marketing by pushing ads before the basics are properly in place. In this 20-minute seminar, Group16 will break down the marketing foundations every business needs before spending on paid campaigns, from clear positioning and stronger messaging to websites that convert, better visibility on Google and AI search, and smarter channel choices. Attendees will leave with practical, commercial takeaways they can apply straight away to spot weak points, improve performance, and make future marketing spend work harder.

I’ve spent over 25 years in design and 20 years in marketing, working across B2B and B2C brands to sharpen how they look, sound, and perform. My work covers strategy, branding, websites, content, campaigns, print, digital, and exhibitions, often stepping into the messy middle where ideas, execution, and commercial reality need joining up properly. I’m at my best taking something flat, outdated, or unclear and turning it into marketing with more energy, direction, and value. I care about good design, clear messaging, and marketing that genuinely earns its keep.