From Gut Feel to Game Plan - Turn Instinct Into A Strategy That Sells

Learn how to build marketing that’s focused, intentional and rooted in how your customers actually think, feel and buy. This workshop is designed to help small business owners take control of their marketing by starting with what you already know - your customers!

Participants will engage in a series of hands-on exercises. You will map out key insights from your own business: who your customers are, what they value, what questions they ask, and how they engage with your product or service, and then use this information to build a real-world customer profile that becomes the foundation for clearer messaging and smarter marketing decisions.

Part Two will explore the five most common marketing mistakes made by small businesses, from trying to be everywhere at once to missing local opportunities and offers practical ways to avoid them.

By linking customer understanding with marketing strategy, this workshop will demonstrate how you can stop second-guessing and start leading with confidence.

KEY TAKEAWAYS

• A clear, personalised customer profile built from real customer experience
• A clear understanding of which marketing channels and messages actually suit their business
• Insight into the most common marketing missteps - and how to avoid them with smarter, customer-led strategy

TARGET AUDIENCE

This workshop is designed for small business owners, solo operators, and founders who want to lead their own marketing with confidence and without access to an outside agencies or marketing department.

It’s ideal for those who:

• Regularly interact with their customers and want to use that knowledge more strategically
• Feel overwhelmed or unsure about where to focus their marketing efforts
• Are spending time or money on marketing that isn’t delivering results
• Want practical tools and direction they can apply immediately in their business

PRESENTERS

Amy Sellick, Founder, Goose in a Suit

Amy built her marketing career leading campaigns for brands like Pfizer, Coca-Cola, BONDS, Berlei, Nestlé, NRMA, and Diageo at high-profile agencies in Sydney and Melbourne.

After leaving agency life to start a family, she founded Made by Pen, an award-winning product design studio. She successfully led the business through COVID, supply chain disruptions, and a major shift from European retail to Australian e-commerce.

Now, through her consultancy Goose in a Suit, Amy combines big brand thinking with hands-on business experience to help small and medium businesses grow. She works across a range of industries, including hospitality, construction, sport, property, and health, and has built strong brands on lean budgets by focusing on strategy, not spend. (Brisbane Valley Roasters, was awarded Best Queensland Experience in both 2024 and 2025 - achieved without any ad spend).

Amy is passionate about showing business owners that building a brand isn’t about outspending the competition, it’s about understanding your customer and creating a strategy that connects. Her approach is grounded, effective, and built for the realities of small business.

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