Do less, sell more: smarter marketing for Island businesses
Do less, sell more: smarter marketing for Island businesses
Date: Wednesday 21 January 2026
Time: 9.30am to 4.30pm
Venue: Building 41, Northwood, Cowes, Isle of Wight
A one day summit for Island based small businesses who want to simplify their marketing, strengthen their sales and save time through smarter, more effective systems.
The day includes clear advice, real examples and practical activities that you can put into action straight away.
Programme
09.30 to 10.00 | Arrival and connection
Tea, coffee and informal networking. A relaxed opportunity to meet other Island business owners and get settled before the day begins.
10.00 to 10.15 | Welcome and framing
Gavin, Digital Islands
An introduction to the purpose of the summit, why “do less, sell more” matters, and how the day will help you build confidence and consistency in your sales and marketing.
10.15 to 10.55 | Opening talk
Effie Moss
What every small business needs to know about modern marketing systems
A session that recognises two truths:
Marketing contains inherently creative, human-led activities: ideas, storytelling, visuals and emotional connection. These will always require human judgement and imagination.
At the same time, much of marketing is also made up of repeatable processes. When these processes are understood and mapped, many can be improved or automated using today’s technology, especially AI.
Effie explores how creativity, human insight and smart systems can work together to strengthen marketing while reducing workload.
This session sets the tone for a day focused on clarity, process, and practical opportunities to “do less and sell more”.
10.55 to 11.35 | Session 1
Tash Rebuck
Sales made simple: confidence, conversations and converting without pressure
Tash explores natural, comfortable selling for small business owners, focusing on:
conversations that create connection
habits that build sales confidence
simple elements that can be automated so you can focus on people, not admin
11.35 to 11.50 | Coffee break
11.50 to 12.30 | Session 2
Gemma Pybus
Smarter marketing: how to automate your content without losing your personality
A friendly and practical session on creating clearer, stronger messages in less time.
Gemma shares simple content systems, repeatable processes and ways automation can support consistency while keeping your brand voice authentic.
12.30 to 1.10 | Session 3 – Digital Islands
Gavin McWhirter
AI-led marketing automation: practical examples for Island based businesses
A practical and accessible look at how AI-supported automation can improve customer communication and follow up for both service businesses and product businesses.
The session includes fictional but realistic demonstrations of:
a service business handling an enquiry and following up with warmth and clarity
a product-based business responding to interest, nurturing customers and encouraging repeat purchases
how simple automations can reduce workload while staying personal and on-brand
The focus is on the possibilities, not on particular software platforms.
1.10 to 2.00 | Lunch and informal networking
2.00 to 2.10 | Introduction to the afternoon workshop
Gavin
An overview of the group exercise, the aims of the session and how the three groups will work.
2.10 to 3.30 | Practical group workshop
Map your customer journey: building workflows that help you do less and sell more
A hands on session where participants join one of three practical groups (no formal break, just grab coffee if / whenever needed):
Sales workflow group (led by Tash)
mapping an enquiry-to-sale journey
identifying gaps, delays and missed opportunities
exploring where automation can support better follow up
Marketing automation workflow group (led by Gemma)
mapping a nurture or content journey
designing simple automated touch-points
strengthening consistency and engagement
Open group (led by Effie/Gavin)
A flexible space for businesses who:
Want to workflow map a unique business models
Need help with choosing the right starting point
Would benefit from expert guidance before mapping
Want help choosing where to start
Are considering a broader process
Using Post-its, markers and large sheets, each group creates a clear, visual workflow that they can later build, refine or automate.
3.30 to 3.50 | Feedback
We re-group at 3.30pm and a participant from each group is asked to feedback the work from their group
3.50 to 4.20 | Panel session
If we want to do less and sell more, where do we start?
Panel: Effie Moss, Tash Rebuck, Gemma Pybus, Gavin
Facilitator: Gavin
A practical and grounded discussion drawing together the key lessons from the day.
The panel explores:
the simplest and safest first steps
what to prioritise
small changes that deliver the biggest impact
how to stay consistent without adding workload
Questions from participants are welcome.
4.20 to 4.30 | Closing reflections
Gavin, Digital Islands
A short summary of the main ideas and insights from the day.
Participants are encouraged to choose one simple, meaningful action to implement in the coming week.
Warm thanks and encouragement to stay connected with the Island business community.