Floyd Larsen on crafting your cut through

How do you win share of wallet when you're up against more than 50,000 competitors? Floyd Larsen, CEO at Cure Cancer Australia, knows a thing or two about that… A core marketing message should be a simple idea. In the words of Simon Sinek, it's the WHY, but as CEO of Cure Cancer Australia (CCA), Floyd Larsen knows it's also the hardest part to define. After starting her career as a successful software engineer for Microsoft, Larsen has now spent a decade in the not-for-profit (NFP) sector as the leader of Australia's oldest cancer-focused initiative. With more than 80 per cent of Australians having made a donation to charity in FY2016, it's a sector that shows much promise for those who can cut through the noise, says Larsen. It's simplicity, she says, which is key to achieving that. "The fastest growing area in fundraising is online, growing 19% year on year. Importantly, 13% of those donations are done on a mobile phone," Larsen says. "It's what I call the bus stop test. There aren't many things these days that you can't do at a bus stop on your mobile phone. We're really looking to make it easy for people to make donations, even at the bus stop." In an industry cluttered with noise, CCA's latest campaign features Australia's Paul Hogan driving home a simple message: "Come on Australia, let's cure cancer". Tune in to find out more on distilling your core message, how Larsen's four pillar strategy could benefit you and why every marketer could use a bit of Hogan magic.