Webinar 4:
Why Marketing Matters

The conversation centred on a simple but important truth: Marketing in 2026 is not about being loud. It is about being deliberate. The businesses that will win are not necessarily the biggest — they are the ones that consistently show up, communicate clearly, measure what matters, and back themselves.

In competitive markets, capability is assumed. Visibility, clarity, and trust are what separate businesses that grow from those that simply stay busy. Barry shared his first-hand experience building a scaffolding business during uncertain times and the impact that consistent, authentic visibility has had on credibility and opportunity. Todd unpacked what “good marketing” actually means for SMEs, cutting through the noise and tactics to focus on first principles, drive commercial outcomes, and disciplined execution.

The session reinforced that marketing is not about hype or vanity metrics. It is about building trust before the quote is requested, strengthening conversion systems before increasing spend, and treating marketing as a deliberate business function — not something done “when there’s time”.

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📅 Date: Tuesday, 24 March 2026
🕒 NZ Time: 2:00 pm
🕒 Australia Time: 12:00 pm
📍 Online – Free to Attend
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‍Marketing can feel like a luxury — but in 2026, it’s a business essential. Whether you’re a construction company, solo contractor, or trades business, the reality is simple - marketing helps you build trust, stay visible, and win more work. This webinar brings together two experts with real-world experience. One is a construction business owner who has made marketing a priority and is successfully using it to differentiate his business. The other is a marketing consultant who helps businesses build clear marketing plans and execute strategies that support growth. This session will help you understand why marketing matters, what it should look like today, and how to make it work for your construction or trade-based business.
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Marketing Is Not Sales — It’s Trust at Scale
Most Trade Businesses Operate Reactively
Tracking Conversion Comes Before Advertising
Consistency Builds Commercial Advantage
Marketing Must Be Measured by Revenue

Big thanks to our speakers; Barry Minton & Todd Starr for being invovled in this webinar

Barry Minton
Elite Access Solutions

Barry has spent over 20 years in the scaffolding and access industry, starting on the tools in 2004 and working across residential builds, EBA commercial projects and large oil and gas sites. Over time, his experience expanded from hands on delivery into sales, estimating and senior access solutions roles, covering scaffolding, swing stages and mast climbers.

In May 2020, during the height of COVID, Barry founded Elite Access, backing himself at a time when many were pulling back. Since then, the business has grown to nearly 20 staff and just under five million in annual turnover, built on strong relationships, consistent delivery and a willingness to show up and be visible. His team was recently recognised by the Scaffolding Association, winning Design of the Year for the Reflections Coolangatta project, an achievement Barry sees as a reflection of both technical capability and trust.

Barry is passionate about encouraging business owners to back themselves and share their perspective. He believes people are more interested in what you have to say than you might think, and that marketing does not need to be complicated, it simply requires effort, authenticity and consistency. Barry brings a practical, real world view on how marketing can help build credibility and momentum for long term business growth.

Barry is happy to connect with anyone seeking information:

Linkedin: Barry Minton Profile
‍Website: eliteaccesssolutions.com.au
Facebook: Elite Access Solutions

Todd Starr
Marketing Consultant

Todd Starr is a marketing strategist with nearly 15 years of experience helping businesses stand out, attract attention, and grow through clear thinking and practical execution. He has worked with startups finding their feet, ambitious SMEs chasing scale, and large corporate organisations such as New Zealand Police, Auckland University, F45, Signature Homes and many more.

Todd works closely with business owners to understand their market, their customers, and what actually influences buying decisions. He is known for creating marketing strategies that are deliberate, original, and grounded in first principles, with a strong focus on clarity, consistency, and visibility rather than noise or trends. Over the past decade, he has led thousands of creative projects, with the majority of his work coming through referrals, something he sees as a reflection of trust and real impact.

Beyond commercial success, Todd is passionate about using business as a force for good, having donated significant time and resources to charitable causes across the country. In this session, Todd brings a practical and human perspective to marketing, helping attendees gain clarity, direction, and confidence in how they think about marketing and how it can support long-term business growth.

Todd is happy to support anyone wanting help with their marketing efforts. Reach out todd below:

Linkedin: Todd Starr Profile
Website: toddstarr.co.nz
Email: info@toddstarr.co.nz