Small Business Big Marketing — Tim Reid
How to follow your passion with Steve Hui
Update: Steve was also featured again on Tim’s podcast episode 653. Listen here
Overview
In this episode of the Small Business Big Marketing Show, Tim Reid (Timbo) speaks to Steve Hui, the founder of iFlyFlat, a unique consultancy that helps people optimise their frequent flyer points to enjoy luxurious travel experiences.
Tim kicked off the episode with a fun listener question about a controversial social media post from a Melbourne burger joint, which sparked a discussion on the importance of standing out in marketing and having a strong brand personality.
Steve shared his journey from being a corporate finance professional at Macquarie Bank to becoming a successful entrepreneur. He revealed how his passion for travel and knack for numbers led him to create a business that not only benefits him but also helps others fly in style without breaking the bank. We discussed the various services iFlyFlat offers, including points optimisation, advisory services, and even travel agent capabilities.
Throughout our conversation, Steve emphasised the importance of actively seeking PR opportunities and how he has successfully garnered media attention for his business. He also highlighted the value of customer referrals and the need to solve real problems for clients.
As we wrapped up, Tim shared his top three takeaways from the discussion: the power of PR, the significance of identifying and solving problems, and the importance of leveraging your unique skills in business. This episode is a must-listen for anyone looking to elevate their travel experiences or seeking inspiration on how to turn a passion into a thriving business.
Quotes
"Smart marketing stands for something. Businesses that embark on smart marketing say, you know what? We are going to put a stake in the ground." - 00:04:07
"You know what happens when you try to please everyone? You become nothing to no one. You become vanilla." - 00:04:17
"Free advice is worth zero, unfortunately." - 00:21:35
"If you want to go to Europe, then potentially this airline works best for you. And then how best to earn those points in a very targeted way." - 00:19:44
"I think everyone has always wanted to go somewhere, either with their parents or with their partners, with their kids." - 00:25:14
"The holiday only starts when you get to your destination." - 00:25:25
"I see myself no different to, I guess, maybe, I don't want to compare it to a tax agent, but you can technically do your tax return yourself, but no one wants to." - 00:38:45
"Everyone is watching you and listening to you. They want you to deliver the message." - 00:39:36
"Marketing is what you do when you can't go and see someone." - 00:48:09
Timestamps
00:00:00 - Introduction to Luxury Travel
Have you ever flown in the front of a plane? Today's guest helps you optimize your frequent flyer points for a luxurious experience.
00:00:20 - Welcome to the Show
Tim Reid introduces the podcast and sets the stage for today's episode.
00:00:45 - Listener Question: Huckster Burger Controversy
Tim discusses a listener's question about a Melbourne burger joint's social media comment regarding vegetarians.
00:03:45 - Tim's Take on Smart Marketing
Tim shares his thoughts on the burger joint's marketing approach and the importance of standing for something in business.
00:06:06 - Sponsor Messages
Tim promotes the sponsors of the show, NetRegistry and 99designs, and their services for small business owners.
00:08:33 - Introducing Steve Hui
Tim introduces the guest, Steve Huey, a former corporate worker turned entrepreneur in the travel industry.
00:10:58 - Steve's Luxurious Flying Experience
Steve shares his recent experience flying Singapore Suites, highlighting the luxury and service.
00:14:05 - Understanding Singapore Suites
Discussion about the unique features of Singapore Airlines' Suites and the experience of flying in them.
00:15:31 - Steve's Favorite Airline
Steve reveals his favorite airline, ANA, and describes his experience flying with them.
00:16:51 - The Birth of iFlyFlat
Steve explains the moment he realized he could turn his passion for travel and points optimization into a business.
00:18:47 - Transition from Corporate to Entrepreneur
Steve discusses his transition from a corporate job to starting his own business and the challenges he faced.
00:20:08 - The Value of Paid Advice
Steve shares his belief that free advice is often undervalued and how charging for his services changed the dynamic.
00:22:46 - Launching iFlyFlat
Steve describes the steps he took to launch his business, including building a website and networking.
00:25:44 - The Excitement of Booking Travel
Steve talks about how he helps clients feel excited about their travel plans and the booking process.
00:30:52 - Pricing Strategies
Steve discusses how he has approached pricing for his services and the feedback he has received from clients.
00:32:16 - Membership Model Overview
An overview of the membership model Steve uses for his business and how it benefits clients.
00:34:01 - Marketing Strategies
Steve shares how he markets his business, including seeking media coverage and leveraging customer referrals.
00:36:21 - Public Speaking and Exposure
Steve discusses his experiences with public speaking and how it has helped raise awareness for his business.
00:40:04 - Handling Free Advice Requests
Steve explains how he manages requests for free advice from people he meets at events.
00:42:14 - Future Business Models
Discussion about potential future revenue streams and the idea of a curated deal service.
00:45:06 - Key Takeaways from the Interview
Tim summarises the main learnings from his conversation with Steve, emphasising PR, problem-solving, and utilising skills effectively.
