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  • PR - Free Marketing?
    good one Don t use stock photos and have a hi res version available Even if you produce a good press release it doesn t mean it will get printed It all depends on what other stories there are around at the time Here are some typical questions we get and their answers Q Will the paper print it A I don t know Q How much coverage will we get A I don t know Q Will it definitely be in the paper A If you want definite take out an ad Get the picture There are no guarantees with PR With a good story that the reporter editor thinks his readers will be interested in written well and sent to the right reporters at the right time you can successfully get some good coverage Here are some tips passed to me by an ex reporter Pay attention to your target media Note which reporters write about stories like yours and target them Look for the human interest in the story You might think that the fact your accountancy practice has hired a new office junior is fascinating The GBP might be more interested to know the top 5 ways small businesses can save on tax Know what the media timetables are When do stories have to be in if they re going to meet the deadline If at first you don t succeed keep trying Just because your last story didn t get taken up doesn t mean your next one won t Send stories by email plain emails not as attachments and send them to reporters individually don t use distribution lists The skills required to write good attractive press releases that get picked up and knowing where and when to send them is a skill and I would suggest you take advice if you don t seem to be getting any coverage Do you have any great PR successes Let us know Tweet track back URL add comment Comments No comments so far why not be the first Your name Email address never displayed Web site Organisation add me to your email list HTML markup not supported Access code 4585 Please enter the 4 digit code above into the following box We re sorry about this but we need to do this to prevent our site being abused by people looking for free advertising required fields Past Blogs search Oct 2015 Top 10 Product Naming Tips 23 Oct 2015 19 50 I m working with a client who is launching a new product next year They know what it is what it Aug 2015 Is Marketing essential for success 7 Aug 2015 11 11 Strange that having spent so long trying to show clients how much more there is to marketing than Jul 2015 Christmas is coming 27 Jul 2015 20 40 It s July The weather might lead you to conclude differently but it s the middle of the British Do you have a personal

    Original URL path: http://www.thepurpleedge.co.uk/blog/detail.rhtm/665050/pr_-_free_marketing_.rhtm (2016-02-14)
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  • Remember their birthday
    feel SPECIAL I know I m not I know they do it for everyone but it still gives me a warm feeling Other companies who I spend a lot with who send me all sorts of offers on stuff they want to sell but don t even acknowledge another passing year Finally lot s of sites who want my traffic but don t really try to lure me to visit they go half the way What does this tell us about the marketing mindset of the companies involved Do you want companies you have a relationship to give you a prezzie Could you use personal information to strengthen your customer relationships Or should personal information stay personal Let us know what you think Tweet track back URL add comment Comments Thanks for the comments guys We celebrated by going on hols but back in the swing now Paul we ve not been to the same events then Comment by Jim 1 Aug 2012 14 16 Happy Belated Birthday Jim yes your post does resonate and gives food for thought Comment by Georgia Smart 19 Jul 2012 11 44 I read both your and Sharon s blog with interest each week As an insomniac or workaholic not sure which maybe both it is usually in the small hours of the morning I find your entries both engaging and thought provoking which is no mean feat at 4 o clock in the morning The use of personal information by companies is fine in my opinion as long as it is used to strengthen the relationship between the company and its user Clearly by failing to engage with Jim on his Birthday companies with whom he spends time and money with regularly have damaged their relationship by failing to use the information they hold to best effect Oh and by the way I haven t seen Jim on the networking circuit yet since his public declaration to return Comment by Paul Williams 19 Jul 2012 04 05 Your name Email address never displayed Web site Organisation add me to your email list HTML markup not supported Access code 9561 Please enter the 4 digit code above into the following box We re sorry about this but we need to do this to prevent our site being abused by people looking for free advertising required fields Past Blogs search Oct 2015 Top 10 Product Naming Tips 23 Oct 2015 19 50 I m working with a client who is launching a new product next year They know what it is what it Aug 2015 Is Marketing essential for success 7 Aug 2015 11 11 Strange that having spent so long trying to show clients how much more there is to marketing than Jul 2015 Christmas is coming 27 Jul 2015 20 40 It s July The weather might lead you to conclude differently but it s the middle of the British Do you have a personal brand 10 Jul 2015 16 25 Jim s

    Original URL path: http://www.thepurpleedge.co.uk/blog/detail.rhtm/665569/happy_birthday_.rhtm (2016-02-14)
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  • Is marketing important?
    the same thing over and over and expecting different results Most small businesses would admit that they would perform better if they marketed effectively Lot s of them can t afford to pay someone else to do it for them yet That leaves only one option by my reckoning They have to get better at it themselves Luckily there s no shortage of advice available Google returns 114 million results for searches including the words marketing advice for small businesses Seriously you owe it to yourself Read our blogs on marketing planning Read a good marketing book Get yourself a coach or some good quality practical training Then and most importantly work at it Marketing is important so get better at it I know there is some debate about who the quote should be attributed to I postulate that this is an example of the Quotation Uncertaity Principle which asserts that you cannot know both a quotation and who said it at the same time a little quantum mechanical joke there Marketing and quantum mechanics in one blog I wonder if this is a first oh apparently not 145 000 Tweet track back URL add comment Comments No comments so far why not be the first Your name Email address never displayed Web site Organisation add me to your email list HTML markup not supported Access code 0000 Please enter the 4 digit code above into the following box We re sorry about this but we need to do this to prevent our site being abused by people looking for free advertising required fields Past Blogs search Oct 2015 Top 10 Product Naming Tips 23 Oct 2015 19 50 I m working with a client who is launching a new product next year They know what it is what it Aug 2015 Is Marketing essential for success 7 Aug 2015 11 11 Strange that having spent so long trying to show clients how much more there is to marketing than Jul 2015 Christmas is coming 27 Jul 2015 20 40 It s July The weather might lead you to conclude differently but it s the middle of the British Do you have a personal brand 10 Jul 2015 16 25 Jim s post of a couple of weeks back about getting on and doing stuff brought to mind a discussion Exhibition Time 3 Jul 2015 21 33 Next Tuesday 7th July the Kent Invicta Chamber of Commerce are holding the annual Kent B2B June 2015 You know what you need to do 25 June 2015 22 58 I was with a coaching client this week and in the middle of the session she said something that I The 1 sin in content marketing mea culpa 15 June 2015 21 27 I m just home from a day s training in the latest in digital marketing strategy and I m racked Mar 2015 One to One Personalised Marketing should be the norm for all businesses So why aren t more companies

    Original URL path: http://www.thepurpleedge.co.uk/blog/detail.rhtm/664538/is_marketing_important_.rhtm (2016-02-14)
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  • Off the Edge
    Places is a must have In fact as Google continues to dominate search among our audiences the driving force for creating a Google account came down to fear in the end The fear that if you don t join in Google s games you get left out with no chance of being found Yet while I feel a certain smugness and relief at having ticked create Google off my to do list I also feel the weight of having to learn my way round and maintain a presence on yet another network The novelty of social media has worn off for me now I m fed up with reading trivial updates on people s lives being distracted by sort of interesting but ultimately shallow news items feeling that I have to check in regularly or I will be a non person I m well on the way to earning my grumpy woman badge perhaps I ll put that on my status update My time this morning was not totally wasted of course As a newcomer to Google I don t have many friends but I did have a quick look around at those I could view and found out from Colman Carpenter about a brilliant payments service that allows direct debits for small businesses Paylinks from Go Cardless so signed up to that And I ll be looking out for an invite to Colman s Hangout so that I can find out more about this network I also followed a link to an article on Maggie Langley s page Two lists you should look at every morning This summed it all up for me perfectly trying to catch all the info coming at me and to join in putting the info out there can get overwhelming And I got subject matter for my blog and was able to research my presentation for Friday at Kent Creative Arts in the process Don t get me wrong I know there is gold in them there ills and fun to be had But from a business perspective I also know I need to stay strong and focus on the essential and important before getting dragged into the trivial My time is up for today little and often will remain my mantra please share with us your tricks to keeping your business social media in its rightful place read comment add comment Why you should get involved in LinkedIn groups Filed under Marketing by Jim Hunt on 31 May 2012 Our regular readers will know that we at The Purple Edge do not hold with the philosophy that social media is the answer to every business s marketing problem You ll not find us offering to relieve you of a few grand with the promise of making you a Top Tweeter or Fantastic Facebooker That s not to say that we don t think that social media can play an important part in your marketing plan It s more that we think that usually it s not done well It s not done with any kind of strategic purpose There are some social media platforms though that we are big fans of and LinkedIn is one of them As with any social platform the key is in actually engaging LinkedIn gives you lots of opportunity to engage in a positive way groups and answers for example are a great way to engage with people and to positively demonstrate your knowledge expertise and competence I am going to share with you the results we achieved for some clients and the spin off benefits for ourselves of being active in LinkedIn groups We started working with a couple of clients at the start of the year and identified LinkedIn as a good platform for interacting with their target markets Our objective was to increase referrals through to the client s website from LinkedIn i e we wanted people to read what they had to say and go back to their website to find out more Ideally they would sign up for updates or contact the client We worked with them to produce some interesting and relevant content addressing issues that their target market would be interested in We then identified some relevant LinkedIn groups and joined them up Using our own LinkedIn accounts we joined in the discussions on the content keeping the debate going The results were startling in more ways than one One client saw a 100 increase in traffic to their website in the month They saw 8 times more referrals from LinkedIn in the month than in the whole of the last 2 1 2 years The other client saw an 800 increase in referrals from LinkedIn and a greater than 100 increase in traffic to their website The more striking thing for me though was that our own website saw a significant increase in referrals from LinkedIn too Remember we were not providing content We were just commenting on discussions In addition our LinkedIn page saw a 4 fold increase in traffic Now as Andy Harris of Custwin a good friend of The Purple Edge would say There s no point in attracting a load of traffic to a sh t website So we all need to start by making sure our websites are good marketing tools Once we re happy that our websites do the job though we need to use as many tools as possible to drive traffic to it LinkedIn is one of our favorites tools It s professional provides great functionality and makes targeting your customer base relatively easy through groups and answers If you haven t dipped your toes into the waters yet give it a go and let us know how you go on read comment add comment Marketing Planning Getting Started Filed under Marketing by Sharon Wilding on 16 May 2012 Following on from my last blog on the 1 page marketing plan I did promise to give some extra help on how to go about developing your plan having warned you that it s the thinking that goes into creating the one pager that is important not the time to write one page So here we are There is a simple 5 step process that I use to help me organise my thoughts when planning Where are you now Where are you going How could you get there Which way is best How will you know when you ve arrived I m going to use these as chapters to help guide you through the marketing planning process but they work equally well for any plan you have to make Say for example you need to make a plan for a trip to London How do you do that Where are you now Obviously if you don t know your starting point then it s really difficult to get any sort of plan together to get you to London Let s assume it s Canterbury Where are you going Well we know it s London but some additional detail will be useful here Not just where exactly you need to be but at what time and on what date Let s assume Piccadilly for a meeting at 11 30am How could you get there Being creative you can identify a number of different options train coach bus car bicycle hitch hiking or even walking or maybe more likely a combination of those Which way is best Here you get to select the best option to achieve your objective which is to get from Canterbury to Piccadilly for an 11 30am meeting Additional information may also need to be brought into play i e budget availability of services resources access to car bike and skills can you drive Taking all these things into account you ll eventually decide the route you will take How will you know when you ve arrived Maybe not such a daft question if you re going somewhere you ve never been before My guess is that you will use data such as external signs to tell you where you are on the journey to check you are heading in the right direction and to tell you when you are at your final destination Failing that maybe you ll ask a policeman We re all used to planning simple journeys and can move quickly through each of the steps hardly aware of the analysis and filtering that we are doing to guide our decision making But when it comes to make a plan for our marketing activity we may need to take a bit longer and act more consciously I mentioned before the article that said that smes trust their gut over data when it comes to your marketing plan I suggest it is fine to start with some instinctive assumptions but that you should then test those just to make sure The closer you are to something the more difficult it can be to see it objectively Take some time to stand back look around and double check So next posting we ll consider step 1 where are you now And we ll look at some useful easy to apply tools to help you get your location pinpointed just right add comment Everyone needs at least a one page marketing plan Filed under Marketing by Sharon Wilding on 2 May 2012 I recently spent a day creating a training course on marketing planning that I was to deliver for another organiser Unfortunately the course was cancelled whether it was the subject or poor selling that put people off I don t know for sure but more fortunately my time was not wasted I may well use the content in another event but more importantly it encouraged me to do something I had been meaning to do for a long long time create a one page marketing plan Not an earth shattering invention you might say and certainly not unique But it s my own take on the idea of simplifying the whole marketing plan output and creating something that ultimately fulfils its objective because it gets used So I m going to put it out there run it up the flagpole and see what you loyal blog readers have to say about it If anyone has any refinements to suggest they are more than welcome as long as they have the KISS factor see Jim s earlier blog It would be great to be able to evolve this tool through real testing and feedback I have one major health warning to add at this point before we get carried away creating a one page plan is not as simple as it sounds Sorry The hard fact is that although you may be able to put your conclusions and actions succinctly into one page the real hard work in planning is in the process You will undoubtedly know a lot about your own market and products but you need to sort that knowledge filter it fill in the gaps and then draw appropriate conclusions in order to have a sound basis for your planning Tough but there it is Nevertheless I figure that some of what puts people off doing a marketing plan is the idea that they have to write a report that will run into several pages And that thought stops them even getting started As I said you can t get away without the thinking but you can get away without the writing that s what one page planning gives you permission to do Only this week I read a Real Business article that said that small businesses trust their gut over data when it comes to decision making According to a survey only 10 per cent of respondents associate business decisions with hard data And less than a third of SMEs are using reporting tools i e sales forecasting financial business analytics or business intelligence when making a business decision Mind you it doesn t worry them because 75 reported being very confident in their decisions Now I m a big fan of gut instinct but it s always worth checking out your instincts and assumptions On one of our coaching courses recently an attendee had an epiphany when she realised 90 of her business was coming from the people she was concentrating on only 20 of the time Data can do that for you and believe me her action plan from then on looked quite different Back to the plan It has the basic building blocks of analysis and planning including dependencies and resources Business objectives why you are doing this The offer value proposition Target market who are you talking to Marketing objectives translated from the business objectives Marketing budget an essential factor Most importantly it then identifies what is going to be done by who and when across the marketing mix product price place promotion the 4ps In forthcoming blogs I m going to tackle each of these sections in turn looking at some tools that will help in analysis or checking gut instinct so don t worry if this seems overly simplistic at this stage I think if you worked through each section at an hour a week creating a marketing plan would seem much less painful and less of a slog to fit into a busy working week In the meantime please download the template try it out or imagine using it and let me know what you think Would a one page plan help you or is that still too much of a stretch read comment add comment Grab Your Target s Attention Lessons from Kent 2020 Filed under Marketing by Jim Hunt on 25 Apr 2012 We didn t exhibit at Kent 2020 this year Sharon was manning the Chartered Institute of Marketing stand so I took the opportunity to wander freely around as a visitor My objectives 1 to conduct some market research on behalf of our clients 2 to see if I could get more leads than last year when we did exhibit 3 to collect freebies come on we all do it and 4 to conduct an informal survey on how exhibitors tried to engage with a visitor Was I successful Well yes pretty much I got lots of information on our client s competitors which will definitely help with our plans going forward I didn t get more leads but I didn t get less either so for me the jury is out on the value of exhibiting Overall the standard of freebies left much to be desired this year Clearly the recession is taking it s toll Apart from the sweeties my kids were most impressed with the pen with a torch in the end from UPG Print Group and the 3D business card from Cascade Well done guys Very interesting and the main subject of this week s blog Read on With my hessian carrier bag in hand I strolled casually into the hall My plan was to walk slowly enough to give the stand jockey time to make his her move and to make sure I looked at each stand Long enough to show interest but not so long as to be obvious The results of my qualitative and completely unscientific research are quite startling I would say that the most common approach exhibited by about 50 of people was to make no effort at all to engage with me Some of this group were on stands with several people who were clearly enjoying chatting with each other too much to waste their time on the punters Come on guys don t make me make the first move Us visitors want to be woo d The next biggest group about 20 I d say were those who did say hello but so quietly I could hardly hear it Almost as if they felt obliged to make an effort but either couldn t really be bothered or are so terminally shy that the idea that I might reply took their breath away I know your mum always told you not to talk to strangers but really if you re working on an exhibition stand you have to take some risks Next come the open openers The bright and breezy Hello there followed by something like How are you enjoying the show They broke the ice and could move the conversation on Maybe 15 fell into this category Around 10 of people gave me a big smile but left it too long to say anything so I d moved on The remainder was composed of two main groups The first were the crazy people who dragged me onto the stand and had my card in their prize draw before I could say iPad 3 The second and thankfully smaller group was those who did engage me but with an opening line that caused me to stop in my tracks through confusion rather than interest In my case it was the man who said What brings you to the show I felt like the evil computer on Star Trek that is fed an insoluble logic problem by Spock I froze My eyes boggled I stammered I m sure my voice went increasingly high pitched and smoke started to appear out of my ears What should I say A car My 4 objectives Material for a blog By the time I d made a decision he was off confusing someone else I have no idea what he was offering Of course once the ice is broken the next stage begins What approaches to qualification and close were employed The strategies are as varied as with the openings I have to say once people get going they were OK at getting their message across The biggest fault I noticed was that people were so keen to tell me all about how great was the thing they had to offer that they spent next to no time trying to

    Original URL path: http://www.thepurpleedge.co.uk/blog/index.rhtm?cat=marketing&first=70 (2016-02-14)
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  • Off the Edge
    At the end of stage 3e then you ll have a short list of promotional ideas that you could rollout in some combination to hit your targets At which point we ask ourselves Which way is best read comment add comment Corporate strategy vs Customer satisfaction Filed under Marketing by Jim Hunt on 24 Sep 2012 Apple are in the news for lots of reasons at the moment The press seem to be concentrating on the speed of their roll out of the iPhone 5 I m more concerned about their strategic arrogance I synched my iPhone last night I know how to live During the process I was told that there was a new version of iTunes that I could download So i did Then I was told there was a new version of IOS available for the phone The upgrade notes told me that it included lots of improvements over the old IOS including built in satnav capability Groovy I thought Usually I investigate the benefits a little before I accept an upgrade do a bit of Googling to see what other people think of it etc but it was late at night and I was tired so I just accepted the upgrade Once it was all done I discovered a new app on my phone home page called Passbook I opened it and found that it didn t seem to do much Probably one of those things that are great if you re in the US but goes unsupported here I thought The introduction of this new app though had resulted in my apps being moved about Specifically my YouTube app had moved Looking around the phone I discovered that it had disappeared completely That s weird I thought I wonder if there s a bug So I Googled IOS 6 and discovered several things that frankly made me gasp We probably all know that Apple with the iPhone and Google with Android are the main competitors in the smartphone and tablets space It turns out that Apple have decided to up the ante by effectively throwing Google out of their playground Not only did the upgrade uninstall the YouTube app without so much as a by your leave it also ruined my maps Until now Apple used Google Maps for its mapping and routing app but over the last 5 years or so Apple has been building up its own mapping capabilities to the point where with IOS 6 it felt that it could do without Google So now the map app is powered by Apple s own maps This allows it to offer a voice prompt enabled route finder great However users are finding that Apple maps aren t quite as good as the Google ones they re used to Some places aren t on the maps Some are shown in the wrong place Some of the satellite images are bizarre see picture above These problems are noticed for some places in the US for example it has been reported that the Statue of Liberty was missing from the map at release but in the UK they are much worse If I search for Canterbury Cathedral on Sharon s IOS 5 iPhone I can zoom in to a lovely detailed satellite picture of the cathedral and I can see the roads and landmarks around it Really handy if I was driving there Ok I know it s only 10 minutes down the road but bear with me On my shiny new IOS 6 enabled fully upgraded iphone the cathedral is a blocky mass In fact the whole of Canterbury is a blurry mas with none of the roads distinguishable It it completely useless for direction finding Switching from satellite view to the normal maps and another problem reveals itself The app uses data from something called Yelp to show things like bars and restaurants on the map Yelp is a review portal and relies on users to pinpoint places on a map Well you can imagine The pub at the bottom of my road is shown about a hundred yards from it s real position Other restaurants in the vicinity are shown to be in the middle of office blocks And it s not just little places like Canterbury Covent Garden in London was mis pinned Charing Cross is shown to be on London Bridge Apparently in Ireland someone s paddock has been identified as an airfield Frankly the whole thing is a bit of a dogs breakfast Not surprisingly the internet is alive with debates about the issues I m really quite annoyed about the poor implementation of the maps we ve definitely gone backwards as far as I can seem I m also annoyed that Apple stripped off YouTube one of MY apps Alright I can get it again from the app store but that s not the point They didn t ask me They didn t tell me They didn t warn me They just did it Without so much as a By your leave The point for me is they made a decision to implement something because they believed it made strategic sense for the company The fact that it might annoy the people who pay the bills didn t seem to be a major concern It seems to me that they have decided that giving a competitor a bloody nose has more strategic benefit than keeping customers happy Why do they think that s the case it can only be because they think that the customers will just eat it That we re all so hooked on our iPhones iPods iPads and iMacs that we ll just accept coming second fiddle to their corporate power plays This is the sort of arrogance that often proceeds corporate decline I get the strategic importance of eliminating their reliance on a major competitor but surely you don t risk your brand values to achieve it Apple is all about the customer experience and usablity What does this fiasco do to the perception of their brand What do you think Am I making too much of this Is it just the end of a long week Is it a bit of a cock up that will be soon fixed and forgotten Or are we starting to see the first cracks in the Apple empire Is it OK to put competition ahead of customers in corporate strategy Oh and can you tell me what time the 18 35 from Charring Cross leaves the inside southbound lane of London Bridge read comment add comment Marketing Planning How could you get there with Place Filed under Marketing by Sharon Wilding on 12 Sep 2012 Place boils down to how easy it is for customers to buy from you Great products and services even priced attractively are not going to be successful if customers can t get their hands on them Or if when they do they have a bad service experience By the way we re on step 3d of our marketing planning series now if you re following us the other parts can be found here Place comprise 3 main elements Physical distribution Marketing channels Customer service Each of these should be addressed in your planning It s important to actively decide if each of the elements is relevant or not rather than just glossing over it So taking each of these in turn Physical distribution Also know as logistics What stages does your product go through to get to the customer If you re not the producer then you may be some way along the supply chain yourself a retailer or distributor for example and you may not feel you have a lot of control over the distribution strategy but you need to understand how it works How you buy and who from will be a key input to your cost structure You may also be buying component parts that you use to create your final product or service rather than the whole finished product Either way the distribution strategy is about ensuring you can get your hands on the right quality of product in the right timeframe to enable you meet your customers needs It s about cost of course but also about delivery timescales inventory management responsiveness etc You need to know where you are in the supply chain who are your customers Are they other suppliers or intermediaries or are they the end user The needs of each audience will vary Consider what options you have to streamline the process and lower the cost to you while not compromising on what you offer to your customers What do you need to be able to differentiate your service from the competition Marketing channels The next part of the supply chain is how the goods or services get to the end user customer This could be a retail store or online via a website a broker or an agent or simply direct sales from your own people You may use a mix of channels depending on your product portfolio A major trend in recent years has been disintermediation where customers are giving the opportunity to get closer to the source of production to make their purchases cutting out the middle man and lowering prices by cutting out costs This process has been facilitated by ecommerce giving easier access to customers by suppliers Interestingly we now have a growing trend in reintermediation specialists to help source the best deals for customers Some products and services are complex to buy and far too time consuming for individuals or organisations so it makes economic sense to pay someone else to do the legwork and perhaps the negotiation What marketing channels do you use Are there any you could use but have not considered How could you make them more efficient and or effective Customer service The service your customer receives in buying your products will be based on the decisions you have taken above Availability of the product delivery timescales returns and repairs are all things that customers will judge their experience on and information on these beforehand will be a critical factor in their initial decision to buy as well as the reality driving repeat business Your ability to charge higher prices will improve based on the value you are seen to provide through the distribution service And clear communication will help in the sales process and manage expectations over promising and under delivering is a definite no no Right product right time Marketing is all about getting the right product to the right customers at the right time at the right price But to make a profit you are going to need to balance all the different elements of the equation to get to that right price the customer may say they want everything right now but in reality they will flex that need based on how important it is to them and that will affect what value they put on express delivery rather than having to wait a week for example Your operational flexibility will be another factor in determining how many different options you are capable of offering to customers and your knowledge of your target customers from your earlier analysis will allow you to design your service offerings appropriately For now make a note of any issues and opportunities you have identified for your business under the heading of Place and we ll move on to Promotion add comment Twitter for Business Filed under Marketing by Jim Hunt on 31 Aug 2012 I read an interesting blog this week which I wanted to share with you and get your feedback The blog is about Twitter engagement and you can read it here In essence the blog argues that at any given time only a very small proportion of your followers on Twitter will be engaged with your tweets The author states that he commonly uses the figure of 1 which he admits is a complete guess To try to determine whether he was in the right ball park right he conducted an experiment He admits that it was not scientific and it clearly wasn t but his experiment suggested that just 0 46 of his followers were paying any attention I was really interested in what he did so I decided to recreate the experiment and see what results I got Those of you who follow me know that I could in no way claim to be the most active tweeter in the world In fact I m pretty rubbish So I convinced Sharon to do it as well She s much more active and has many more followers than I We both sent out a tweet like this To understand why the tweet was formulated the way it was and the time limit set please read the original blog The results were enlightening worrying and kind of what I expected all rolled into one Between us we got a response rate of less than 0 3 That is less than 0 3 of our followers replied Gulp Now there are lots of reasons why the response rate might have been low I particularly have no idea how many people read the message but didn t respond because they thought it was silly a waste of time a scam unacceptable Twitter etiquette not something they were comfortable doing I suspect that the number of followers in this position is pretty low I think that the main reason was that they didn t see it They weren t on Twitter they were reading email they were out etc Now Twitter is supposed to be a sharing medium One where you actively engage with people You follow links retweet content you enter into dialogues Scheduling loads of tweets to go out over the course of a few days is considered to be missing the point and I get that The problem is that when you have such a low number of people looking at the screen at any one time and your message stays on the screen for only a few minutes but your tweets have to be real time and in the room you have a problem You have to be tweeting a lot A huge amount To get any exposure at all you have to be professionally tweeting and most people can t justify the time or if they do they probably shouldn t When you add to this the fact that most people do not use twitter as part of an integrated marketing plan they basically tweet random information or links that may have some vague connection to what they do or their expertise and mostly these tweets don t get read or retweeted then the picture gets even worse I am pretty confident that for most small businesses who use it right now Twitter is an ineffective tool to achieve what we are all really after customers I believe that if most twitter users spent the same amount of time developing a proper marketing plan and following it through they d be much better off There I ve said it I expect the villagers to arrive at my house shortly with flaming torches and cries of Kill the heretic And before you start with the You re missing the point Jim It s not about making sales nonsense let me be really clear Your business is what puts food on your table and clothes on your back If what you are spending your time on at work is not contributing to that then it s a hobby not business What s your opinion Have you had some fantastic Twitter successes Do you think it s a waste of time Let me know read comment add comment Marketing Planning How could you get there with Price Filed under Marketing by Sharon Wilding on 22 Aug 2012 Step 3c and the second of our Ps price Given its direct relationship to revenue price is perhaps one of the most under appreciated of the Ps one that deserves a bit more time in your strategy and planning Price x sales translates to income but even more than that it is a key part of your communication process As buyers when we look at the price of a product or service we make all sorts of assumptions Price is therefore a short cut way of sending receiving messages about quality differentiation value performance aspiration and even about ourselves as consumers It can get psychologically very heavy Your pricing strategy needs to be consistent with the rest of your market positioning and with your objectives Your external analysis should have included information on the competitive environment and your internal data gives you the cost base From then on you can be as creative as you like You can vary your pricing strategy to Bring sales forward Encourage trial Develop repeat business Promote scarcity Limit demand Shift unwanted stock Don t always assume you should be looking to lower prices however We all worry that it is price being too high that is stopping customers buying from us but studies show that it is rarely the key factor in purchase decisions unless all other aspects are equal Customers generally look for value and if you can convince them of the value they will justify the price to themselves They will balance issues of quality and service including how quickly you can deliver and how much they like you A useful equation to remember is VALUE PRICE QUALITY EXPERIENCE And we ve all experienced having chosen the cheapest solution and regretted it I m sure In this step in our marketing planning journey you should be ensuring you have considered all the options open to you which way is best comes later I ve talked before about the story of the jewellery shop owner who wanted to get rid of the range that wasn t selling She

    Original URL path: http://www.thepurpleedge.co.uk/blog/index.rhtm?first=80 (2016-02-14)
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  • Competitor Analysis
    week and I wrote a blog a while ago on using PESTLE in your marketing plan Hopefully I ve convinced you that it is a good idea to evaluate your competition but how do you go about doing it Well there are many tools you can use to formalise the process the most common are the competitor array and the competitor profile Sharon described the competitor array last week It is a tool that allows you to compare your company with your competition across the range of product service attributes which are considered important by the customer The competitor profile is more of a summary of each competitor across a range of attributes I like to use a competitor array since it really help you position yourself against your competition very clearly One of the really interesting things we have discovered through our Marketing Mindset Coaching courses and working with business from a wide range of sectors is that many business owners think that their competitors are better than them When they do the analysis however most people are quite please to discover that their competition isn t as good as they thought they were They invariably identify opportunities to successfully sell against them either by redefining their propositions by some minor developments to their portfolio or simply by communicating their proposition more effectively So if you ve never considered doing some formal competitor analysis or put it of because you thought it a waste of time I strongly suggest you give it a go You might be surprised at what you learn Tweet track back URL add comment Comments No comments so far why not be the first Your name Email address never displayed Web site Organisation add me to your email list HTML markup not supported Access code 1308 Please enter the 4 digit code above into the following box We re sorry about this but we need to do this to prevent our site being abused by people looking for free advertising required fields Past Blogs search Oct 2015 Top 10 Product Naming Tips 23 Oct 2015 19 50 I m working with a client who is launching a new product next year They know what it is what it Aug 2015 Is Marketing essential for success 7 Aug 2015 11 11 Strange that having spent so long trying to show clients how much more there is to marketing than Jul 2015 Christmas is coming 27 Jul 2015 20 40 It s July The weather might lead you to conclude differently but it s the middle of the British Do you have a personal brand 10 Jul 2015 16 25 Jim s post of a couple of weeks back about getting on and doing stuff brought to mind a discussion Exhibition Time 3 Jul 2015 21 33 Next Tuesday 7th July the Kent Invicta Chamber of Commerce are holding the annual Kent B2B June 2015 You know what you need to do 25 June 2015 22 58

    Original URL path: http://www.thepurpleedge.co.uk/blog/detail.rhtm/664169/competitor_analysis.rhtm (2016-02-14)
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  • Using PESTLE in your marketing plan
    category a specific factor fits into The impact is the important insight not which box it goes in It is not important whether you consider a change in income tax rates to be a political or economic factor The important thing is that it might mean a change in consumer disposable income Also don t worry if you don t find factors in a section which are important to your business All categories are not equally important to all businesses The key reason for undertaking the PESTLE analysis is to help identify opportunities for your business to grow and threats to your existing business or growth It is important when reviewing the analysis that you try to keep an open mind about your business and a positive outlook Things which initially look like threats can in fact be converted into opportunities For example if you provide services to the public sector a reduction in government spending could be considered a significant threat to your revenues It could also be considered a significant opportunity if you can provide services which allow the budget holder to cut costs It may help to share your findings with a trusted outsider who may be more objective about your business than you Once you have identified the opportunities and threats that the change in government will create you can then develop plans to exploit the opportunities and minimise the threats Remember there is always opportunity in change Tweet track back URL add comment Comments No comments so far why not be the first Your name Email address never displayed Web site Organisation add me to your email list HTML markup not supported Access code 1571 Please enter the 4 digit code above into the following box We re sorry about this but we need to do this to prevent our site being abused by people looking for free advertising required fields Past Blogs search Oct 2015 Top 10 Product Naming Tips 23 Oct 2015 19 50 I m working with a client who is launching a new product next year They know what it is what it Aug 2015 Is Marketing essential for success 7 Aug 2015 11 11 Strange that having spent so long trying to show clients how much more there is to marketing than Jul 2015 Christmas is coming 27 Jul 2015 20 40 It s July The weather might lead you to conclude differently but it s the middle of the British Do you have a personal brand 10 Jul 2015 16 25 Jim s post of a couple of weeks back about getting on and doing stuff brought to mind a discussion Exhibition Time 3 Jul 2015 21 33 Next Tuesday 7th July the Kent Invicta Chamber of Commerce are holding the annual Kent B2B June 2015 You know what you need to do 25 June 2015 22 58 I was with a coaching client this week and in the middle of the session she said something that I The

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  • Get the marketing habit
    habitually review their strategy plan talk to their customers blog email update their website contribute to LinkedIn groups direct mail leaflet drop pay per click or what ever they have decided is going to be most effective Let s start something Let s all commit to forming one new marketing habit I believe in the value of networking I enjoy meeting people I quite enjoy a cooked breakfast There is no good reason for not getting back in the saddle so I am making a public commitment to get out of the habit of getting out of the habit I will start networking again next week What marketing habit are you prepared to commit to Tweet track back URL add comment Comments Does a habit become routine Does a habits cause one to switch into auto pilot Time away from a task allows one to look at new ideas and to refresh old ideas re evaluate the merits and outcomes keep things fresh and be creative Comment by Andrew Aves 15 June 2012 04 58 Your name Email address never displayed Web site Organisation add me to your email list HTML markup not supported Access code 5176 Please enter the 4 digit code above into the following box We re sorry about this but we need to do this to prevent our site being abused by people looking for free advertising required fields Past Blogs search Oct 2015 Top 10 Product Naming Tips 23 Oct 2015 19 50 I m working with a client who is launching a new product next year They know what it is what it Aug 2015 Is Marketing essential for success 7 Aug 2015 11 11 Strange that having spent so long trying to show clients how much more there is to marketing than Jul 2015 Christmas is coming 27 Jul 2015 20 40 It s July The weather might lead you to conclude differently but it s the middle of the British Do you have a personal brand 10 Jul 2015 16 25 Jim s post of a couple of weeks back about getting on and doing stuff brought to mind a discussion Exhibition Time 3 Jul 2015 21 33 Next Tuesday 7th July the Kent Invicta Chamber of Commerce are holding the annual Kent B2B June 2015 You know what you need to do 25 June 2015 22 58 I was with a coaching client this week and in the middle of the session she said something that I The 1 sin in content marketing mea culpa 15 June 2015 21 27 I m just home from a day s training in the latest in digital marketing strategy and I m racked Mar 2015 One to One Personalised Marketing should be the norm for all businesses So why aren t more companies stepping up 20 Mar 2015 19 06 Personalised marketing campaigns driven by online data collection are fast becoming a key Feb 2015 The businesses who missed the point 18 Feb 2015

    Original URL path: http://www.thepurpleedge.co.uk/blog/detail.rhtm/663419/get_the_marketing_habit.rhtm (2016-02-14)
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