Kylie Warne addressed a group of Surf Coast Shire businesses, assisting them to navigate the current adverse economic conditions. Other speakers included founder of Rip Curl, Brian Singer.

Take-home messages included:

- maintain your marketing during this downturn to continue building your brand

- review your marketing expenditure and ensure it is delivering forecast return on investment

- it costs approximately 7 times more to attract a new customer than keep an existing   customer…employ customer relationship management strategies to encourage loyalty