This is an encouraging story of a small business doing big marketing. Not massive marketing. Not ground breaking marketing. Jut good solid marketing following a tried and tested process of getting clear on your brand first, establishing clear messages around what they do and then applying the outcome of that clarity to all future touch points - business name, stationary, signage, website, imagery, social media channels and so on.

The business that has just been through this transformation is Caboodle Financial Services ... previously known as Delta Group.

What a difference already, huh?!

It's owner, Peita Dimantidis, recently attended a marketing keynote I gave in Sydney, did a whole lot of reading and then (and most importantly) took a whole lot of action. Swift action without hesitation. As I always say .... action creates reaction. That's where the magic lies. 

If you're thinking a rebranding of your existing business is in order, then take a listen to how Peita went about it.

PLUS in this episode I give an update on what's happening with my last guests dream of getting a date with Kylie Minogue; and I've found out why Seth Godin declined to come on The Small Business Big Marketing Show (and it's encouraged me to not give up). I think he misinterpreted what my show was all about ... and my role in the mix.

The post #129 How to rebrand a business. appeared first on Small Business Big Marketing.

This is an encouraging story of a small business doing big marketing. Not massive marketing. Not ground breaking marketing. Jut good solid marketing following a tried and tested process of getting clear on your brand first, establishing clear messages around what they do and then applying the outcome of that clarity to all future touch points - business name, stationary, signage, website, imagery, social media channels and so on.
The business that has just been through this transformation is Caboodle Financial Services ... previously known as Delta Group.
What a difference already, huh?!
It's owner, Peita Dimantidis, recently attended a marketing keynote I gave in Sydney, did a whole lot of reading and then (and most importantly) took a whole lot of action. Swift action without hesitation. As I always say .... action creates reaction. That's where the magic lies. 
If you're thinking a rebranding of your existing business is in order, then take a listen to how Peita went about it.
PLUS in this episode I give an update on what's happening with my last guests dream of getting a date with Kylie Minogue; and I've found out why Seth Godin declined to come on The Small Business Big Marketing Show (and it's encouraged me to not give up). I think he misinterpreted what my show was all about ... and my role in the mix.
The post <a rel="nofollow" href="http://smallbusinessbigmarketing.com/rebranding-caboodle-financial-services/">#129 How to rebrand a business.</a> appeared first on <a rel="nofollow" href="http://smallbusinessbigmarketing.com">Small Business Big Marketing</a>.

Tim Reid (AKA Timbo) interviews the most innovative founders in the world of small business. In this award winning podcast business owners share where their original business idea came from, how they got it to market and the strategies they used that led to their business’s unprecedented growth. Tim Reid's curiosity for what makes business owners tick and his passion for small business success means that every episode is chock full of marketing gold that will help you build that beautiful business of yours into the empire it deserves to be.



#SmallBusiness #Entrepreneur #BusinessGrowth #MarketingTips #DigitalMarketing #SmallBiz #Startup #BusinessTips #SocialMediaMarketing #BusinessOwner #MarketingStrategy #OnlineBusiness #GrowthHacking #BusinessSuccess #SmallBusinessOwner

Tim Reid (AKA Timbo) interviews the most innovative founders in the world of small business. In this award winning podcast business owners share where their original business idea came from, how they got it to market and the strategies they used that led to their business’s unprecedented growth. Tim Reid's curiosity for what makes business owners tick and his passion for small business success means that every episode is chock full of marketing gold that will help you build that beautiful business of yours into the empire it deserves to be.
 
#SmallBusiness #Entrepreneur #BusinessGrowth #MarketingTips #DigitalMarketing #SmallBiz #Startup #BusinessTips #SocialMediaMarketing #BusinessOwner #MarketingStrategy #OnlineBusiness #GrowthHacking #BusinessSuccess #SmallBusinessOwner

Tim Reid interviews the most innovative founders in the world of small business. In this award winning podcast business owners share where their original business idea came from, how they got it to market and the strategies they used that led to their business’s unprecedented growth.

The Small Business Big Marketing Podcast with Tim Reid

Tim Reid (AKA Timbo) interviews the most innovative people in the world of small business. In this award winning business podcast business owners share where their original business idea came from, how they got it to market and the strategies they used that led to their business’s unprecedented growth. Tim Reid’s curiosity for what makes business owners tick and his passion for small business success means that every episode is chock full of marketing gold that will help you build that beautiful business of yours into the empire it deserves to be.

Tim Reid (AKA Timbo) interviews the most innovative people in the world of small business. In this award winning business podcast business owners share where their original business idea came from, how they got it to market and the strategies they used that led to their business’s unprecedented growth. Tim Reid’s curiosity for what makes business owners tick and his passion for small business success means that every episode is chock full of marketing gold that will help you build that beautiful business of yours into the empire it deserves to be.

The Small Business Big Marketing Podcast

How to rebrand a business | #129

Antony Crowther is a 'street fighter' who built New York Minute, a burger franchise with 30 locations, that is now down to six. And guess what? He couldn’t be happier! Strap in for an inspiring story of business resilience, adaption and reinvention. And some very actionable business and marketing tips along the way.

In this high-energy episode of TheSmall Business Big Marketing Podcast, I sit down with Antony Crowther—founder of New York Minute, the burger franchise that went from 30 locations to just 6… and Ant couldn’t be happier. What looks like a setback is actually a masterclass in resilience, reinvention, and smarter marketing. From Collingwood flats to Noosa’s main drag, Ant’s street-fighter journey is packed with gold for any small business owner ready to punch above their weight.

We kick off with Ant’s daily ritual: purpose before chaos. Every morning, he sets one clear goal—today’s sense of achievement—before the universe (or staff, weather, or UberEats) throws punches. This keeps him solution-focused, not reactive. Then comes the real secret: he’s the quietest guy in the room. Ant surrounds himself with mentors like Vanessa Lontos (who taught him to understand women in business) and Mick McGonaght (the ultimate people manager). His rule? If you think you’re the smartest person in the room, you’re in the wrong room.

Staff are the heartbeat of New York Minute. At its peak, Ant employed 125 people across 30 stores. Today, with 30 staff in Noosa alone, he’s obsessive about culture. His mantra: every role is equally vital—the host, the chip fryer, the cleaner. “If we serve dog shit from the kitchen, no amount of charm out front saves us,” he says. He teaches standards, not hierarchy. Result? Industry-leading retention in the world’s highest-turnover sector. One standout story: a 15-year-old kid named John started flipping burgers… now, at 24, he owns the biggest New York Minute store opposite the MCG.

Franchising is where Ant disrupts. Most burger franchises demand six-figure buy-ins. Ant’s model? Low-entry, high-support. He’s vocal about fixing a broken system that lines franchisor pockets while partners struggle. His fix: harmony—everyone wins together. When UberEats kneecapped margins and COVID locked Melbourne down for two years, Ant didn’t sink. He pivoted to virtual kitchens, merging New York Minute into other restaurants’ setups. Zero rent, zero risk, brand still alive in 30 kitchens. Lesson: adapt fast, control what you can.

Marketing? Ant’s been burned by “impressions-only” agencies. Now, he demands accountability: “If I can’t measure it, I can’t manage it.” His breakthrough came from ex-BRACS marketing guru Jesse Martin, who hand-delivered 5,000 fake $10 notes with menus in a 1km radius. Result? 2,500 redemptions—overnight transformation. Today, Ant blends old-school hustle with digital precision: events, cricket captain partnerships, late-night bar vibes till midnight when every other joint shuts at 8pm.

Noosa was the ultimate test. Ant opened on a Thursday and took $640 after 12 hours. Most would panic. He trusted process: unique product, killer experience, late-night edge. Two months without a paycheck, reinvesting every dollar. Now? New York Minute Noosa is a junction cornerstone—proof that process beats outcome obsession.

Ant’s final dream? Sell the burger franchise and launch into health & wellness—while staying in Noosa, flip-flops and all. This episode is a street fight you’ll want to replay. Grab a burger, take notes, and punch harder tomorrow.

Key Learnings
Set daily purpose — One clear goal each morning keeps you proactive, not reactive.
Be the quietest in the room — Seek mentors who’ve stepped on the landmines you haven’t.
Every role = equal value — Chip fryer = host. Teach standards, not status.
Low-entry franchising — Disrupt with accessibility; support > extraction.
Pivot without ego — Virtual kitchens saved the brand when greenfield sites collapsed.
Marketing ROI or bust — Measure every dollar. Hand-delivered menus > vanity metrics.
Trust process, not till rolls — Experience first, revenue follows.
Consistency breeds loyalty — Black logo in a red/yellow world? Brave wins.

Chapters

00:00 Introduction and Setting the Stage
01:52 The Street Fighter Mentality in Business
03:57 Daily Purpose and Achievements
05:51 The Importance of Mentorship
08:53 Building a Team and Company Culture
11:53 Understanding Roles and Value in the Workplace
14:54 Creating a Strong Company Culture
17:49 The Journey from Danny's Burgers to New York Minute
28:18 The Power of Naming and Branding
30:04 Identifying Core Business Identity
32:50 Scaling Through Challenges
38:03 Nimbleness in Business Adaptation
42:12 Lessons from COVID-19
47:14 Entering the Noosa Market
51:51 Marketing Strategies for Success

Antony Crowther is a 'street fighter' who built New York Minute, a burger franchise with 30 locations, that is now down to six. And guess what? He couldn&rsquo;t be happier! Strap in for an inspiring story of business resilience, adaption and reinvention. And some very actionable business and marketing tips along the way.
In this high-energy episode of <a href="https://smallbusinessbigmarketing.com/">The Small Business Big Marketing Podcast</a>, I sit down with Antony Crowther&mdash;founder of <a href="https://newyorkminute.com.au/">New York Minute, the burger franchise</a> that went from 30 locations to just 6&hellip; and Ant couldn&rsquo;t be happier. What looks like a setback is actually a masterclass in resilience, reinvention, and smarter marketing. From Collingwood flats to Noosa&rsquo;s main drag, Ant&rsquo;s street-fighter journey is packed with gold for any small business owner ready to punch above their weight.
We kick off with Ant&rsquo;s daily ritual: purpose before chaos. Every morning, he sets one clear goal&mdash;today&rsquo;s sense of achievement&mdash;before the universe (or staff, weather, or UberEats) throws punches. This keeps him solution-focused, not reactive. Then comes the real secret: he&rsquo;s the quietest guy in the room. Ant surrounds himself with mentors like Vanessa Lontos (who taught him to understand women in business) and Mick McGonaght (the ultimate people manager). His rule? If you think you&rsquo;re the smartest person in the room, you&rsquo;re in the wrong room.
Staff are the heartbeat of New York Minute. At its peak, Ant employed 125 people across 30 stores. Today, with 30 staff in Noosa alone, he&rsquo;s obsessive about culture. His mantra: every role is equally vital&mdash;the host, the chip fryer, the cleaner. &ldquo;If we serve dog shit from the kitchen, no amount of charm out front saves us,&rdquo; he says. He teaches standards, not hierarchy. Result? Industry-leading retention in the world&rsquo;s highest-turnover sector. One standout story: a 15-year-old kid named John started flipping burgers&hellip; now, at 24, he owns the biggest New York Minute store opposite the MCG.
Franchising is where Ant disrupts. Most burger franchises demand six-figure buy-ins. Ant&rsquo;s model? Low-entry, high-support. He&rsquo;s vocal about fixing a broken system that lines franchisor pockets while partners struggle. His fix: harmony&mdash;everyone wins together. When UberEats kneecapped margins and COVID locked Melbourne down for two years, Ant didn&rsquo;t sink. He pivoted to virtual kitchens, merging New York Minute into other restaurants&rsquo; setups. Zero rent, zero risk, brand still alive in 30 kitchens. Lesson: adapt fast, control what you can.
Marketing? Ant&rsquo;s been burned by &ldquo;impressions-only&rdquo; agencies. Now, he demands accountability: &ldquo;If I can&rsquo;t measure it, I can&rsquo;t manage it.&rdquo; His breakthrough came from ex-BRACS marketing guru Jesse Martin, who hand-delivered 5,000 fake $10 notes with menus in a 1km radius. Result? 2,500 redemptions&mdash;overnight transformation. Today, Ant blends old-school hustle with digital precision: events, cricket captain partnerships, late-night bar vibes till midnight when every other joint shuts at 8pm.
Noosa was the ultimate test. Ant opened on a Thursday and took $640 after 12 hours. Most would panic. He trusted process: unique product, killer experience, late-night edge. Two months without a paycheck, reinvesting every dollar. Now? New York Minute Noosa is a junction cornerstone&mdash;proof that process beats outcome obsession.
Ant&rsquo;s final dream? Sell the burger franchise and launch into health &amp; wellness&mdash;while staying in Noosa, flip-flops and all. This episode is a street fight you&rsquo;ll want to replay. Grab a burger, take notes, and punch harder tomorrow.
Key Learnings
<ul>
<li>Set daily purpose &mdash; One clear goal each morning keeps you proactive, not reactive.</li>
<li>Be the quietest in the room &mdash; Seek mentors who&rsquo;ve stepped on the landmines you haven&rsquo;t.</li>
<li>Every role = equal value &mdash; Chip fryer = host. Teach standards, not status.</li>
<li>Low-entry franchising &mdash; Disrupt with accessibility; support &gt; extraction.</li>
<li>Pivot without ego &mdash; Virtual kitchens saved the brand when greenfield sites collapsed.</li>
<li>Marketing ROI or bust &mdash; Measure every dollar. Hand-delivered menus &gt; vanity metrics.</li>
<li>Trust process, not till rolls &mdash; Experience first, revenue follows.</li>
<li>Consistency breeds loyalty &mdash; Black logo in a red/yellow world? Brave wins.</li>
</ul>
Chapters
00:00 Introduction and Setting the Stage 01:52 The Street Fighter Mentality in Business 03:57 Daily Purpose and Achievements 05:51 The Importance of Mentorship 08:53 Building a Team and Company Culture 11:53 Understanding Roles and Value in the Workplace 14:54 Creating a Strong Company Culture 17:49 The Journey from Danny's Burgers to New York Minute 28:18 The Power of Naming and Branding 30:04 Identifying Core Business Identity 32:50 Scaling Through Challenges 38:03 Nimbleness in Business Adaptation 42:12 Lessons from COVID-19 47:14 Entering the Noosa Market 51:51 Marketing Strategies for Success

Burger franchise, New York Minute, went from 30 stores to 6 - and the owner’s happier than ever. Discover Antony Crowther’s street-fighter secrets to building culture, low-entry franchising, surviving UberEats & COVID, and ROI-driven marketing turning hustle into empire.

A Street-Fighter Mentality Built New York Minute Into An Award-Winning Burger Franchise | 666

Keen to turn your precious customers in to customers for life? In this solo episode of Small Business Big Marketing, I turn my week of errands into a marketing masterclass. I’ve just had a haircut, visited the shrink, and—clumsy me—snapped two pairs of prescription glasses. While ticking off my to-do list, I couldn’t switch off my marketing brain. So I’m sharing the good, the bad, and the brilliant customer moments I experienced, all to help you build your beautiful business in to the empire it deserves. 

The star of the week?  

My local Mitre 10, five minutes from home. I accidentally broke a leg off Sarah’s painting easel and walked in hoping only to buy glue. The team greeted me like I’d just stepped into a Japanese restaurant—big smiles, instant help. They checked the break, said glue would work, then spotted only a giant bottle on the shelf. I shrugged, said I’d take it, and asked them to hold the wood while I shopped. When I returned to pay, the leg was fixed—glued, nailed, clamped, perfect. No charge. “All part of the service, mate.” I left with a repaired easel, I gave them a Google review, and a new lifelong habit: this is my hardware store. The formula? High perceived value at low cost to me. A mechanic could wash wheels after a service. An electrician could swap a lightbulb for free. Tiny moves, massive loyalty.

Next, I dive into customer emotions—the heartbeat of every great ad brief. I ask myself: How does my customer feel right now? Accountants meet confused clients drowning in tax forms. Travel agents greet excited holiday planners. Leak detectors calm worried homeowners. Baristas serve stressed, rushed caffeine addicts. I name the feeling, speak to it in headlines and scripts, and watch connection explode. My advice? Ask your customers directly. Let their answers shape your messaging, service, and even who you hire.

Then there’s problem-solving. I shattered two pairs of glasses in one week—hello, panic. My optometrist quoted a flat two weeks, zero empathy. I suggested buying a new frame and popping in the old lenses. Boom—$209 later, I walked out seeing clearly. The lesson? Challenge “that’s how it’s always done.” I give my team permission to think laterally, like a Formula One pit crew. I love “killer questions”: What would [insert your problem-solving hero] do? (Check episode 75 with HP’s Phil McKinney on Killer Questions for more.)

Finally, I need your help. My favourite barber serves great cuts, free beer, and lively chat—but the queue is brutal. I walk in, see 10 blokes waiting, and half the time I walk out. No bookings, no numbers—the owner says people vanish if he tries. I say: look through your customer’s eyes. Acknowledge the wait. Serve the person in front of you, not the line.

Hit the hotline (0480 015 150) or the Facebook Tribe and tell me your fix. That’s my week in marketing lessons. If you love this raw, real-life format, let me know—call, text, or jump into the Tribe. And please subscribe and share; every listen helps us both build something beautiful.

Keen to turn your precious customers in to customers for life? In this solo episode of&nbsp;<a href="https://smallbusinessbigmarketing.com/">Small Business Big Marketing</a>, I turn my week of errands into a marketing masterclass. I&rsquo;ve just had a haircut, visited the shrink, and&mdash;clumsy me&mdash;snapped two pairs of prescription glasses. While ticking off my to-do list, I couldn&rsquo;t switch off my marketing brain. So I&rsquo;m sharing the good, the bad, and the brilliant customer moments I experienced, all to help you build your beautiful business in to the empire it deserves.&nbsp;
The star of the week? &nbsp;
My local Mitre 10, five minutes from home. I accidentally broke a leg off Sarah&rsquo;s painting easel and walked in hoping only to buy glue. The team greeted me like I&rsquo;d just stepped into a Japanese restaurant&mdash;big smiles, instant help. They checked the break, said glue would work, then spotted only a giant bottle on the shelf. I shrugged, said I&rsquo;d take it, and asked them to hold the wood while I shopped. When I returned to pay, the leg was fixed&mdash;glued, nailed, clamped, perfect. No charge. &ldquo;All part of the service, mate.&rdquo; I left with a repaired easel, I gave them a Google review, and a new lifelong habit: this is my hardware store. The formula? High perceived value at low cost to me. A mechanic could wash wheels after a service. An electrician could swap a lightbulb for free. Tiny moves, massive loyalty.
Next, I dive into customer emotions&mdash;the heartbeat of every great ad brief. I ask myself: How does my customer feel right now? Accountants meet confused clients drowning in tax forms. Travel agents greet excited holiday planners. Leak detectors calm worried homeowners. Baristas serve stressed, rushed caffeine addicts. I name the feeling, speak to it in headlines and scripts, and watch connection explode. My advice? Ask your customers directly. Let their answers shape your messaging, service, and even who you hire.
Then there&rsquo;s problem-solving. I shattered two pairs of glasses in one week&mdash;hello, panic. My optometrist quoted a flat two weeks, zero empathy. I suggested buying a new frame and popping in the old lenses. Boom&mdash;$209 later, I walked out seeing clearly. The lesson? Challenge &ldquo;that&rsquo;s how it&rsquo;s always done.&rdquo; I give my team permission to think laterally, like a Formula One pit crew. I love &ldquo;killer questions&rdquo;: What would [insert your problem-solving hero] do?<a href="https://smallbusinessbigmarketing.com/business-innovation/"> (Check episode 75 with HP&rsquo;s Phil McKinney on Killer Questions for more.)</a>
Finally, I need your help. My favourite barber serves great cuts, free beer, and lively chat&mdash;but the queue is brutal. I walk in, see 10 blokes waiting, and half the time I walk out. No bookings, no numbers&mdash;the owner says people vanish if he tries. I say: look through your customer&rsquo;s eyes. Acknowledge the wait. Serve the person in front of you, not the line.
Hit the hotline (0480 015 150) or the&nbsp;<a href="https://www.facebook.com/groups/smallbusinessbigmarketingtribe">Facebook Tribe</a> and tell me your fix. That&rsquo;s my week in marketing lessons. If you love this raw, real-life format, let me know&mdash;call, text, or jump into the Tribe. And please subscribe and share; every listen helps us both build something beautiful.

One tiny hardware store glued a broken easel leg and won a customer for life. Discover how to deliver massive value at zero cost, read customer emotions, solve problems fast, and fix brutal queues. Real marketing lessons from my week.

How One Tiny Hardware Store Turned Me Into a Customer for Life (and How You Can Too) | 665

G’day, I’m your host Timbo Reid, and welcome to the 16 year-old  award-winning Small Business Big Marketing Podcast. 

I’m guessing you’re a motivated business owner keen to grow that beautiful business of yours into the empire it absolutely deserves to be.

Well, you’ve come to the right place.

I’ve been in marketing all my working life (that’s a long time!), cutting my teeth in Australia's largest ad agency, to being a Marketing Manager in big corporates, to speaking at business conferences in 12 countries, to helping not-for-profits, well, make a profit!

And I get how frustrating, and often complicated, marketing can be.

Through it all, I’ve realised that the marketing disciplines used to build big brands apply just as equally to small businesses. So, 16 years and over 700 episodes ago, I set out to teach David how to compete with Goliath.

I love sharing the knowledge and chatting with founders, all in the spirit of  motivating you to be your best. And that’s what the Small Business Big Marketing Podcast is all about.

Episodes chock-full of marketing G O L D.

You’ll hear from successful business owners from around the world on how to implement proven and practical marketing tips & tricks to attract more of the right customers, more often to grow your business. 

This is the award winning Small Business Big Marketing Podcast with me, Timbo Reid.

Listen for free on your favourite podcast app. Or find out more at SBBM.com

For now, and always, may your marketing be the best marketing … bye for now.

G&rsquo;day, I&rsquo;m your host Timbo Reid, and welcome to the 16 year-old&nbsp; award-winning Small Business Big Marketing Podcast.&nbsp;
I&rsquo;m guessing you&rsquo;re a motivated business owner keen to grow that beautiful business of yours into the empire it absolutely deserves to be.
Well, you&rsquo;ve come to the right place.
I&rsquo;ve been in marketing all my working life (that&rsquo;s a long time!), cutting my teeth in Australia's largest ad agency, to being a Marketing Manager in big corporates, to speaking at business conferences in 12 countries, to helping not-for-profits, well, make a profit!
And I get how frustrating, and often complicated, marketing can be.
Through it all, I&rsquo;ve realised that the marketing disciplines used to build big brands apply just as equally to small businesses. So, 16 years and over 700 episodes ago, I set out to teach David how to compete with Goliath.
I love sharing the knowledge and chatting with founders, all in the spirit of&nbsp; motivating you to be your best. And that&rsquo;s what the Small Business Big Marketing Podcast is all about.
Episodes chock-full of marketing G O L D.
You&rsquo;ll hear from successful business owners from around the world on how to implement proven and practical marketing tips &amp; tricks to attract more of the right customers, more often to grow your business.&nbsp;
This is the award winning Small Business Big Marketing Podcast with me, Timbo Reid.
Listen for free on your favourite podcast app. Or find out more at SBBM.com
For now, and always, may your marketing be the best marketing &hellip; bye for now.

G’day, I’m your host Timbo Reid, and welcome to the 16 year-old  award-winning Small Business Big Marketing Podcast.   I’m guessing you’re a motivated business owner keen to grow that beautiful business of yours into the empire it absolutely deserves to be.  Well, you’ve come to the right place.

How to rebrand a business | #129

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