Media In Focus - Family Capers

Name:  Linda Enever
Title/Role:  General Manager
Brand:  Family Capers
Target Market:  Parents and Families
Launched: 2009

See Family Caper's MediaScope Listing

What is your experience and background?

Although I trained as a Primary School Teacher I began my working life in Sales and Marketing, working with a major Telco for 3 years.  Having identified my skill set I then moved into management in Sales and Marketing and then 10 years in recruitment as a Trouble Shooter and Senior Manager.

How and why did you start Family Capers?

Mixing with all types of people and business during my recruiting period I learned of a void in the area of small business – a lack of support.  I believed that a supportive community could be provided via the web.  After considerable planning Family Capers was launched in November 2009 and was immediately the landing page for people seeking support in all things family – organising the home; having babies; arranging schooling right through to advice on running a business, from marketing to making (and keeping) the money.

Can you give an overview of Family Capers - your market position and forward plans?

Family Capers sits neatly in the small to medium businesses sector.  Whilst larger businesses are gaining interest in Family Capers its present station is that of providing assistance and services to, for and by businesses with fewer than 10 employees.

- Membership – 5,000 and growing daily
- Work From Home – or getting out of corporate world and looking to work from home
- Type of Work – Manufacture & Sales / Services
- Industries – From clothing to finance and nearly everything in between
- Visitors – 3,000 per week & growing

What features & benefits do you offer advertisers?

1.    Access to Australia’s largest demographic – Families
2.    Product Reviews – Real Families conducting Real Testing in Real situations
3.    Access to your target market where they are comfortable – in the Family environment
4.    Choice of promotional type – appeals directly to the market in their preferred format

Can you outline the good and the bad about being an independent media business?

The Good: Delivering a resource that Families want and watching those families grow and interact before my eyes. Knowing that in some way, however small or large, we are helping.

The Bad: Finding enough hours in the day to do all I want to achieve.

Please outline your sales structure?

Our advertising sales consultants are overseen by a Content Coordinator; this ensures that advertisements and other promotions are ‘placed’ appropriately to ensure the highest possible return for the advertiser.

What tips can you offer when dealing with advertisers?

Talk to them. Suggest ideas and work with them to find out what the desired outcome is then offer the solution. Listening to potential clients not only ‘really helps’, it is the only way to provide what the customer is seeking.

What advice would you offer to anyone thinking of starting a commercial media business?

Plan what you propose to do.  When your planning is done well, you will recognise where you fit, identify your point of difference and then be able to present a plausible opportunity to your market.

Where do you get your business information from?

Industry blogs, Advisors, Mentors and our Members

Would you like to be profiled like Family Capers? - please get in touch.

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