A new resource From hunter defence taskforce member jacqui daley of the Measured marketer
Australia’s defence sector might be talking big budgets, but if you’re an SME based in the Hunter, you might be feeling like you’re watching from the sidelines.
According to the latest ADM 2024 survey, SME involvement in defence projects has declined sharply from 10% in the 1990s to a mere 3% today. The problem isn’t capability – it’s visibility.
At The Measured Marketer (TMM), we understand the frustrations of talented SMEs in our region that struggle to stand out and secure contracts in a market dominated by major primes and global players.
Our recently released whitepaper, “Navigating Defence Opportunities: A Strategic Guide for Hunter Region SMEs in 2025,” is specifically designed to help local businesses like yours break through these barriers.
Securing defence opportunities
Here are three practical strategies directly from our whitepaper to help Hunter SMEs secure their share of defence opportunities:
- Clearly Communicate Your Sovereign Capability
Defence primes and government buyers prioritise SMEs with clear, measurable contributions to Australian industry. Simply stating you’re ‘Australian-made’ isn’t enough. Our whitepaper shows you how to clearly quantify your local supply chain impact, employment metrics, and genuine Australian content in your marketing and tender submissions.
- Maximise Your LinkedIn & Digital Presence It’s not just about being online—it’s about being strategically visible to the right audience. LinkedIn remains the essential platform for defence engagement. Companies like DroneShield and Quickstep are prime examples of SMEs whose targeted LinkedIn strategy directly translated to substantial contract wins. We detail how your business can leverage thought leadership, case studies, and consistent, strategic networking to build credibility with decision-makers in Defence.
- Leverage Strategic Partnerships and Local Networks Direct contracts with major primes are notoriously difficult to secure. However, the quickest pathway into the defence industry is through strategic alliances with Tier 2 suppliers and existing exporters. Our research pinpoints exactly which primes and suppliers are most SME-friendly, highlighting Hunter-based companies like Varley Group, Nupress, and Quickstep, and how you can best partner with them.
Local Success Story: SiNAB’s Defence Market Breakthrough
Our collaboration with SiNAB illustrates the power of effective marketing done right. Initially a niche supplier of Joint Fires technology, SiNAB worked closely with TMM to reposition their ‘Phoenix Pod’ technology as a broader Intelligence, Surveillance, and Reconnaissance (ISR) solution. This strategic shift opened doors to new contracts and international markets, significantly increasing their global visibility and business growth.
By clearly communicating their expertise, developing targeted content marketing, and engaging effectively at key defence events like Avalon and Indo-Pacific, SiNAB has transformed from a niche player to a recognised leader in ISR technology.
Take the Next Step
Our whitepaper is more than insights—it’s your strategic playbook, providing practical steps and actionable guidance tailored for Hunter SMEs. If you’re serious about defence, download your copy now and start positioning your business to secure real opportunities.
Ready to chat about your strategy directly? Contact The Measured Marketer to discuss how we can help your business navigate and thrive in the Australian Defence sector.
