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I was thrilled to interview Sarah-Jane Dunford, the owner of Riskology Consulting. She is definitely someone who has found her niche – her service is all about safety, but her approach is all about fun.
Sarah-Jane had the idea to launch an awards night, where the focus was on Work, Health and Safety in the Hunter region (Newcastle, NSW and surrounds). She started the awards from scratch, embarked upon an 18 month planning and delivery process, which culminated with the inaugural awards in March 2016.
The event was almost a sell-out, all sponsor positions were filled and feedback from the night and the awards concept was overwhelming positive!
But one of the biggest wins for Sarah-Jane and Riskology was the Google love she received. All the additional promotion for her resulted in her business zooming to the top of Google searches for her speciality in her location. It just shows that backlinks are super crucial for success online.
Before speaking with Sarah-Jane I thought she might mention her brand, so it was no surprise when it was in her top two most successful marketing activities.
A savvy businessowner she realised that a brand is about so much more than a logo and ensured that the logo aligned with her vision and values for Riskology. She has used a cartoon theme, bright colours and given herself the alter ego of the Safety Nerd – love it!
Sarah-Jane was very upfront about the fact she has ventured into products, to supplement her service offering, which has not been successful – so far! It seems that the product itself has a great chance of gaining traction, but she hasn’t had a chance to focus on the implementation of the marketing strategy for it. This is not a new thing I have heard! It just shows that even the best ideas can fail if they are supported.
The great thing is that Sarah-Jane has plans to revisit her product offering and I have no doubt that the second time it will be a winner.
Sarah-Jane Dunford is the founder of Riskology Consulting, a safety consultancy with a difference. She strives to change the culture of WHS in workplaces, shifting it from a focus on reprimand to one of education and communication.