web-archive-uk.com


Web directory, archive
Search web-archive-uk.com:


Find domain in archive system:
web-archive-uk.com » UK » T » THEPURPLEEDGE.CO.UK

Total: 371

Choose link from "Titles, links and description words view":

Or switch to "Titles and links view".
  • We're finally Google+'d!
    are right I think you do need to get into it but my experience thus far is only that and currently no more Its going nowhere fast and isnt at all integrate friendly with other mediums However it is a must have because of future developments hopefully But for now just don t get it Twitter 9 10 Facebook 8 10 LinkedIn 9 10 Google 1 10 Wesley Comment by Wesley Gransden 7 June 2012 21 36 Thanks for the name check Sharon and looking forward to seeing you on one of my Monday morning hangouts soon more information at http www thebusinesshangout com Great to see you dip your toe into the world of G you won t regret it I hope that like I have already done so you find it to be a place full of rich content and interesting people I have certainly found a significant difference between G and other social networks It has been said that Twitter is great for news snippets Facebook hard to beat when connecting with friends and family and LinkedIn excellent for pure business relationships With all that it can be hard to see where G might find its niche But bear in mind Google s pre eminence in the world of search Using that expertise Google designed G to be the best way of finding new people and organisations that share your passions From a personal point of view this is useful For example if you love photography then you can connect with hundreds of excellent photographers on G all of whom use the platform to show their work with a view to attracting new customers of course As a business you have pointed out one of the reasons to have a presence but it also works in helping business people connect to potential customers If you have a passion for selling widgets then connecting to widget lovers on G is a breeze So I would encourage everyone to get on there and start searching for people with the same interests as you Then just talk to them After all it is a social network Comment by Colman Carpenter 7 June 2012 07 52 Great blog Sharon some i met last week was talking about Google Places so I ll certainly be looking to do the same and look into the places you have suggested Thanks Lesley Comment by Lesley Parker 7 June 2012 05 45 Your name Email address never displayed Web site Organisation add me to your email list HTML markup not supported Access code 1402 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

    Original URL path: http://www.thepurpleedge.co.uk/blog/detail.rhtm/662765/we_re_finally_google_d_.rhtm (2016-02-14)
    Open archived version from archive

  • Why you should get involved in LinkedIn groups
    Miraculously this works just fine to attract the right kind of clients for me But I too remember the days where I d join all those exec coaching groups and then got emails from people I had never heard of before who wanted to catch up and btw would I be interested to place an ad in their upcoming red hot coaching book usually entry level coaching so they hadn t even done minimal research on what I do I tend to also leave groups where the moderator allows people to repeatedly ask a question and ten posts later they tell you how their new book answers that question Yawn I interact and try and bring value to discussions where people with a brain go for inspiration And I still don t accept linking requests from people I don t know unless we had a quite intense email exchange about a topic we were both passionate about after all you can always tell people aren t stupid Comment by Annette 1 Sep 2012 10 06 Thanks for the feedback guys Good luck with your LinkiedIn work Louise do let us know how you get on Neil one of the clients is targeting a niche one has a more broad base I agree the most active participants in discussions in some groups can be people targeting that market rather than members of that market It s not always the case though and even where it is you never know who is reading but not writing I try to target groups that are UK based where possible but you re right that s not always possible Comment by Jim 6 June 2012 11 39 Very interesting feedback in your blog thank you I have recently joined some relevant groups and am planning some discussions which may help us get feedback to drive the future development of Mirashare I ll let you know if I get similar results here s hoping Comment by Louise Perryman 1 June 2012 09 46 Fascinating and well dome on your success Are your clients targeting a niche Often active LinkedIn users find it easy to engage with marketers business coaches and the ubiquitous social media gurus but harder to get deep into an industry How easy too do you find it engaging with a UK audience rather than US Comment by Neil Edwards 1 June 2012 07 12 Your name Email address never displayed Web site Organisation add me to your email list HTML markup not supported Access code 5826 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

    Original URL path: http://www.thepurpleedge.co.uk/blog/detail.rhtm/662642/why_you_should_get_involved_in_linkedin_.rhtm (2016-02-14)
    Open archived version from archive

  • Alternative approaches to pricing by the hour
    hard done by So including time in the proposal only lead to sorrow Obviously it is important to you how long you take to complete the work but this does not need to be a problem you pass onto your customer But what are the alternatives How do you arrive at a fair price based on value rather than hours Realistically if you book someone for a treatment or coaching then you cannot get away without working and pricing to time So there will always be scenarios where time based pricing is the right option But for the rest of you the better approach is to arrive at a fixed price against a fixed set of outcomes deliverables When I m trying to wean clients off pricing by the hour I make the following recommendations Start with your estimate of time for the job as you would normally Identify the tangible deliverables a website a plan a report and the value this will bring to the client i e will your activity contribute to them earning more money or saving time or money Estimate the price using your usual assumptions on hourly rates Consider the total price in the light of the value to the customer is it fair Expensive Too cheap You need to be comfortable that it is a fair price for both of you Revise your price in the light of this deliberation When you pass the price you are happy with onto the client do not mention how long you expect it to take you the aim it to deliver the value for the agreed price not to complete the hours Then assuming you are successful in winning the business you need to focus on your own efficiency The faster you can complete the work the more profitable you will be And if it takes you longer you either need to improve the way you work or improve the way you estimate your jobs Let us know your experiences and have a lovely bank holiday 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 3757 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

    Original URL path: http://www.thepurpleedge.co.uk/blog/detail.rhtm/660947/increase_your_earnings_by_breaking_away_.rhtm (2016-02-14)
    Open archived version from archive

  • Off the Edge
    re receiving emails then you have a natural prompt to dip into groups and discussions Aim to grow your network slowly and steadily over time Good luck and please feel free to connect with me on LinkedIn http uk linkedin com in sharonwilding add comment Learn something read a book Filed under Marketing by Jim Hunt on 17 Feb 2012 We are in the middle of one of our Marketing Mindset Group Coaching programmes at the moment Following this week s session Sharon and I were talking and came to an important realisation The internet is making us stupid OK that s not fair It isn t making us stupid but what it is doing is making us superficially knowledgeable There is a huge amount of information on the internet You can find out just about anything with a few clicks of a mouse For any subject that piques your interest you will find that someone has written something about it This is true for any subject but for us business people it s especially the case Does this availability of information really help us to understand better I don t think it necessarily does and here s why Credentials we really have no way of knowing who is providing us the information Anyone can create a website and call themselves a guru They can easily talk about all the successes they ve had and the people they ve helped They can even produce lots of glowing testimonials But can we really be sure that they really know their stuff Bite sized chunks most content for the web is written to be punchy and short This is because the reader is a bombarded with lots of information and b has a short attention span Writers therefore have to capture attention really quickly and give people short answers They can t hope to convey detailed information and analysis explore the subtleties and truly educate the reader there just isn t time Hyperbole part of capturing the attention means ratcheting up the hype Five killer marketing strategies to turbocharge your small business is more likely to get hits than Five marketing strategies that you might find fit your market and you are skilled enough to implement successfully We end up reading something which makes big promises that it can never hope to deliver Bait and hook much of the business content on the web is there to help sell something be it product or service The writer typically will discuss the why and the what but not the how If you want the how you need to buy the report or hire the consultant The reader is left therefore knowing he should do something maybe even knowing what he should do but not knowing how to do it well The result of all this is that we learn loads of factoids we can bluff our way around lots of subjects but often we don t really understand them In our coaching sessions Sharon and I talk about theories tools and techniques that we first learned by reading about them in books written by experts in their field Detailed books that go through these subjects from soup to nuts Through years of applying this knowledge we have refined our own skills to the point where we like to think we understand them really well This is a call then to close the browser switch off the computer and curl up with a good book As I ve said in previous blogs there are no shortcuts there is no secret sauce and there is no magic wand If you want to get good at something you have to start with a good knowledge of the subject and you re unlikely to gain all of that knowledge from the internet Where do you start Well following our discussion the other day Sharon and I have pulled together a new page on our website where we have listed some of the books that we have really learned from They are all books we have read and we have given our own little review They are not all for everyone but if you are interested in the subject then we think you will find them valuable and a good read Here s a link and happy reading add comment Making a virtue out of weakness Filed under Marketing by Sharon Wilding on 1 Feb 2012 Trust is one of the most important factors in our decisions to buy Do we trust the company to deliver Can the product be trusted to work What if things go wrong can we trust that our problems will be put right And we use lots of different signals to reach our conclusion about whether and who to trust brand and image promotional messages customer reviews testimonials etc However don t be mislead into thinking that you have to paint a 100 rosy picture in order to be seen as honest and trustworthy Confessing to being less than perfect can be a real boost to your integrity Evidence from the science of persuasion a book by Goldstein Martin Cialdini suggests that showing some minor weakness can make your overall case that much stronger A study showed that lawyers admitting to a weakness in their case before the opposition could mention it were rated as more trustworthy And job applicants admitting to some limitations have been shown to be invited to more interviews than those whose CVs are only positive You might also have better luck selling your car if you point out some of the small flaws before the prospective buyer finds them out for themselves Why might this information be important to marketers Well because it suggests that you don t have to paper over all the cracks when communicating to and with customers In fact admitting to a few cracks may make you seem a better bet than the competition Volkswagen famously employed this technique with the Beetle playing on its ugliness made their claims about better fuel consumption and affordable price that much more trustworthy and believable In short more persuasive Customer testimonials that are over the top glowing and positive can it follows have the reverse effect While companies that present a more balanced set of reviews of their products and services can gain brownie points for being honest I m not suggesting that you deliberately go looking for negative reviews but that you do resist the urge to totally sanitise any hint of criticism from statements you use And it might make you think differently if you are worried about opening your company up to comments on social media the odd problem can work in your favour Of course this only works if you have other REAL strengths that you can highlight once you ve admitted to the MINOR weakness no one wants to be buy from someone boasting of being bottom of the league tables but it s whole different way of looking at how you put your messages together Honesty is indeed the best policy read comment add comment Is marketing on your list of resolutions this New Year Filed under Marketing by Sharon Wilding on 16 Jan 2012 Has reality already set in or are you determinedly sticking to your New Year Resolutions assuming you make any of course It s easy enough when you have a bit of a break over Christmas to promise yourself you will take a different approach this year Thinking about this perennial problem made me dust off an article I wrote back in 2010 hopefully it will help you if it s marketing you ve resolved to tackle There never seems to be enough time in business to do everything you want to or feel you should be doing Priorities have to be juggled and renegotiated every day My clients struggle to find time to move their marketing activities forward and at The Purple Edge we too have more ideas for things we want to do than we find time to do them As always when I m talking about marketing I m not confining myself to just the promotional activities I m including the full scope of marketing understanding the market and customers developing your product and service portfolio setting price and last but not least telling your target audience about what you can do In short a marketing plan Of course I believe that marketing is the single most critical activity in any business because it is the process by which you will thrive and grow if that is what you want for your business And that is the nub of the issue What do you want for your business Step one of your marketing plan is about setting your business objectives so that you can build a suitable and relevant plan Get that bit right and setting your priorities and making decisions about how much marketing budget you need to invest and what activities you will rather than should do to achieve those objectives comes that much easier A plan needs to be built on the resources you have available It is not a wishlist So if you carry out all the activities in house in the timeframe needed then you should be looking at whether it is better use of your time and money to outsource the work This is especially true if your own time is worth more when spent on the delivery i e directly money earning part of your business Marketing does not need to take up a huge amount of your time As it impacts on so many areas you are probably thinking about one or other aspects throughout the day for example improving service to customers as you carry out many other tasks but a few hours every week should be set aside to really concentrate on marketing Time when you can check you are on track in your plan and take at least some small steps to move matters forward If you find you are way behind on hitting your objectives it can be a long process to implement action that will generate new business coming from a standing start Building and maintaining profile awareness and reputation cannot be done overnight So to help focus you on making time for marketing here are my top 3 priorities for your marketing Build a plan for the year linked to your objectives This will make it real and help you take decisions on how you will use the resources you have to hit your targets Establish some level of regular communications to the market and I include in that keeping your website up to date I talked about customer contact in a previous blog post and maintaining a light contact programme can take relatively little time More importantly it gives you the wherewithall to increase the volume without huge time or expense when you need to increase your results Review your plan regularly that way there are no nasty surprises and you can take any additional action calmly without having to put everything else aside while you catch up on the marketing that you have let get so far behind Time management is all about focusing and priortising what really matters and marketing does matter to every business Little and often will help you keep it under control and if you are hitting your plan you can stop worrying that you are not doing enough add comment Marketing is a dirty word Filed under Marketing by Sharon Wilding on 1 Dec 2011 We got involved in a bizarre discussion recently the details of which I will keep to myself to protect all concerned but the nub of which boiled down to a challenge to describe all the business issues that we as marketing professionals address with our clients but without using the word marketing Why should this be so Why is marketing such a dirty word Should we be ashamed to call ourselves marketing professionals Are we falling into the same camp as politicians journalists and estate agents We re only trying to help honest Once I got over my initial outrage I was able to understand a little where they were coming from The problem is that there are too many people pushing spurious marketing expertise or thrusting one specific PROMOTIONAL technique at people without helping them to understand whether it is right for them And at the end of the day the challenge was not so hard The outcome we focused on was BUSINESS GROWTH an objective we all buy into I m sure and one that we at THE PURPLE EDGE believe can t be achieved without doing the m word even if some people prefer to call it something different Luckily we were allowed to mention the following Setting business goals understanding what business you are in and using this information to drive decision making and planning Understanding your market not the full m word competition and the environment That means understanding customers and the segments you are targeting Having a clear value proposition represented by products services and brand and managing your portfolio to maximise profit The psychology of purchasing buyer behaviour and pricing strategies Communicating with customers definitely not the m word how to select the right strategy for getting your message across to all your stakeholders Building a growth strategy and plan not a m g plan of course detailing the actions you will take to grow your business Simple No m g in sight just sound advice on all the aspects of your business that you should address if you want growth Let s not get hung up about what we call it if you want help creating a strategy to grow your business talk to us Or check out our Group Coaching Programme where you will learn all about how to use m g to deliver BUSINESS GROWTH add comment Measure Marketing Effectiveness Filed under Marketing by Jim Hunt on 25 Nov 2011 After me everyone Test Measure Adjust Repeat Test Measure Adjust Repeat Let this be your marketing mantra Put a little tune to it and sing it to yourself at work What s that you say Tell me more Jim OK here goes and in time honoured tradition I ll explain with a story or two There once was a man who had a business that was doing pretty well Although he was reasonably successful and quite good at what he did he came to realise that his heart lay elsewhere He decided that he could make a business out of his hobby by providing it as a service So he set about doing just that He managed to find someone who would pay him for his services and he did a great job He was happy because he had proven to himself that he could make his hobby pay So far so good Through personal contacts he got a couple more clients This is great thought he I ll soon be able to stop doing the boring stuff and concentrate on my hobby All I need to do is find some more customers I know I ll advertise Unfortunately this is where it all went wrong He set about spending quite substantial amounts of cash for him on adverts in national magazines and directories He sat back and waited for the phone to ring He waited for the phone to ring some more Then he waited for the phone to ring quite a lot more Hope as he might the phone didn t ring Not once It tuned out that the people who might really want his services didn t read those magazines or directories Eventually he gave up waiting and went back to doing the boring job that brought in the money Another man had a business that was doing very well It was very profitable and had lots of potential There was one area though which wasn t performing well He decided to advertise too This man thought that a letter would be the best approach So he asked a friend to write him a good sales letter The friend who knew a bit about marketing wrote a few different letters You should try sending each letter to a few people and see what result you get If one works much better than the others then send that one out to the whole list of people said the friend Now the man thought that was too much messing around He wanted to get on with it Besides he liked one of the letters much better than the others So he bought lots of stamps and envelopes and sent his favourite letter to everyone on his list He sat back and waited for the phone to ring You know the rest The men in both these two stories had an objective and chose a strategy to achieve them They came up with solutions that they thought would work and bet their whole marketing budget on it It didn t work so they gave up In the second case the man decided that marketing didn t work so he stopped spending Sad In the first case the man gave up his dream Tragic There are a couple of things to take from these two stories which you should hold as firm convictions You can never know that you are right All marketers know this The only time we know we re right is when we know that we don t know we re right are you keeping up We might have a high degree of confidence that something will work we might be almost convinced something will work but we don t KNOW it will work And sometimes we re made to look a bit silly That s why we would always propose testing something in a low key low cost way first particularly if the potential risk

    Original URL path: http://www.thepurpleedge.co.uk/blog/index.rhtm?cat=marketing&first=80 (2016-02-14)
    Open archived version from archive

  • Off the Edge
    it wrong or maybe get demoralised by missing a target people prefer to muddle along This is short sighted the one thing you can say for sure about forecasts and targets is that they are probably going to be wrong but that is not a good reason for not making them I actually heard it quoted this week that if you are lost in the desert and set off walking it is proven you will walk in circles I don t know the truth of it but it sounds plausible And that is what you risk doing in your business if you have no destination in mind Goals objectives and strategy When we talk about destinations in business planning and marketing planning we are talking goals and objectives These define what you want to achieve then you decide the strategy i e how you will get there And at this point I am talking just about those top line objectives that will drive your whole business not just your marketing You can of course set targets at multiple layers of your business for almost any activity e g web visitors open rates leads conversions but let s focus in the first instance on the major goals and objectives that will determine your strategy Goals are visions or aspirations they serve to inspire energise and motivate Goals will have a longer time horizon but they give a clear direction for you to head in to sell the business and retire to grow to be number 1 in your market niche to change attitudes beliefs of your target audience Depending on the size of your organisation you may have goals that are more personal or more business focused ideally you need to be able to share a vision with all employees so that everyone is able to unite around achieving the same things Other employees may not be as motivated as you about your retirement plans Objectives are the battle plan the steps that will take you towards achieving the goal s Typically primary objectives are set around financial targets increase revenue by x to y improve profitability from x to y Once you have these targets in place you can consider all the different options for your strategy how they might be achieved straying into step 3 how could you get there Increasing customer base or even losing certain customers Launching new products entering new markets Expanding overseas Buying someone out Increasing prices Reducing costs These options might turn into targets or secondary objectives that you can add to your battle plan e g launch product upgrade in September Work SMARTer No doubt you ll have heard that objectives must be SMART not dumb that means they are S Specific saying clearly what you are aiming to achieve M Measurable which is why numbers are favourites for objectives but any definable outcome can work A Agreed by everyone in the organisation who needs to contribute to the achievement R Realistic by all means go for challenging or stretching targets but if you have no hope of getting the resources or you have made fundamentally wrong assumptions about the market then you are doomed before you start T Timed set a deadline even if it is as vague as in the next 12 months and don t worry that it might have to shift If you leave it open ended what s to even convince you to even start A woolly objective such as make more money or increase market share or even grow by 20 without saying grow what by when is as bad as no objective at all To set your SMART objectives you will use the information about your business and your market that you gathered in step 1 Start with the historic data look at the market potential and plant your stake in the ground Planning how to get there Hopefully you re convinced by now that it is important to know where you re going in order to plan how to get there Consider the difference in your travel plans between a day trip to London a week in Corfu a trek across the Sahara or a trip to the moon It s the same with your business goals and objectives different destinations will require very different resources and approaches In the next Marketing Planning blog we ll talk about how you tackle that next step how could you get there read comment add comment Is marketing important Filed under Marketing by Jim Hunt on 5 Jul 2012 Well is it I think it is but inspired by CERN s success in finding the Higgs boson I decided to do a completely scientific test to find out for sure I didn t need a Large Hadron Collider for my experiment though I needed something much more powerful but thankfully more readily available Google I typed into Google an exact phrase search for marketing is important Google told me that there were 508 000 results I then did an exact phrase search for marketing isn t important Google said 32 800 results So I can categorically state that over 15 times more people say it s important than not The results get even more significant if you substitute essential or critical for important I m sure you ll agree that the results are water tight and irrefutable So let s take it as read that marketing is important or essential 528 000 or even critical 161 000 So the next question I feel compelled to pose is as follows are you any good at it Again I turned to Google Searching for examples of good SME marketing returned zero results The search examples of good small business marketing was more of a success It got one result That was a blog which claimed to show examples but had none Turns out that it s easier to find the Higgs boson than good small business marketing I jest of course I don t suppose for one minute that there are no small businesses doing good marketing of course there are Furthermore I m prepared to admit there maybe the odd bijoux flawette in my experimental method I am though convinced that a large proportion of small businesses don t know enough about the subject to be any good at it and don t work at it enough to be able to make good marketing decisions So it s important but small businesses aren t very good at it So what are you going to do Seems to me that it s pretty simple either get someone to do it for you ideally someone who knows what they re doing or get competent at it yourself There is of course the third option of just carrying on as you are Since we are in a particle physics groove I ll quote Einstein on that option the definition of insanity is doing 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 add comment Competitor Analysis Filed under Marketing by Jim Hunt on 29 June 2012 In last weeks blog Sharon looked at the first step in marketing planning Where are you now One of the important considerations here is an understanding of your competitors Sharon gave an overview of one technique for competitor analysis but I thought it would be useful to explain in a little more detail why it is important and some things to consider in doing it What you are trying to discover through competitor analysis is Who are they What do they offer what is their value proposition s How do they communicate their offer What are their strengths and weaknesses Why are we interested in what those pesky competitors are doing Well for a number of reasons We want to know if there are opportunities to successfully sell against them by making an offer which meets the market needs better than theirs We want to know if there are competitors that are so strong in one particular market segment that it would be very difficult to compete against them We want to know if they are selling things that we could too We want to know if they re talking about developments that may impact us We want to understand what best practice is in our industry We want to see if they are selling to markets we haven t considered I could go on there really is a lot to be gained by understanding what our competitors are doing A key thing to remember is that your competitors are people who are offering solutions to the same problem as you not just people offering the same service To explain what I mean let s choose a topical example Many of you will be looking forward to going on holiday over the next couple of months You might be heading to warmer climes If you are anything like me you will be looking to take precautions against mosquitoes nothing spoils my holiday more than getting covered in itchy blotches A little research identifies that in order to protect myself i can use plug in mossie killers repellent cream repellent spray repellent wipes Aerosol room spray Mossquito nets Mosquito coils Citronella candles All of these can offer protection so if you were a selling into this market you would be interested in what all these competitors were up to The other issue you have to wrestle with is that your competitors tomorrow may not be the same as your competitors today Cannon probably would not have thought of Apple being a competitor a few years ago but as the cameras on mobile and smartphones got better and better sales of point and shoot cameras saw a rapid decline 30 in 2011 Your competitor analysis has to take account of environmental changes that may bring new competitors Sharon talked about PESTLE in her blog last 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 add comment Marketing Planning Where are you now Filed under Marketing by Sharon Wilding on 21 June 2012 As promised step 1 in my marketing planning framework poses the quesion where are you now Also know as a situation analysis If you ve missed the introductory blogs you can find out all here Now in my quest to keep things simple I am not asking you to write up a detailed situation analysis for your marketing plan Nonetheless this section may be the most time consuming part of the whole process What you learn here will guide your decisions in the latter stages and done properly will increase your chances of success You need to be looking critically at all the factors that anchor you where you are right now Your current portfolio and how it is performing features pricing revenues profitability What do you know about your target market your customers Who are they where are they how do they behave Who are your competitors What are they up to and what can you learn from them And what else is going on in the environment around you that is impacting you now or may do shortly As you investigate your landscape you will need to make notes if only of the conclusions and insights you gain Some of the answers to be found rely on you gathering data from within your business and examining it to see what it tells you financials and purchasing patterns for example Some research you can do online e g looking at competitor websites and other activities You can talk to your customers and find out what they like or dislike about the services you offer And you can stay in touch with industry and business news through magazines newspapers and the media generally There are a myriad of books and papers and models written by academics to help with the process of organising the information you gather and equally as many people writing about the pros and cons of each They all have their limitations but if the option is to use something simple with some flaws against not bothering at all I d recommend the former Porters Five Forces the Generic Strategy Model Product Positioning Maps all have their place and we do cover these in our training but the following tools are the ones that we would recommend to get you started structuring your situation analysis Market Segmentation In truth this subject needs more air time than I can give it today but as marketers we use segmentation to group customers so that we can identify them easily create propositions that meet their needs more effectively and communicate with them appropriately It is wasteful to direct your marketing activity to the whole population No matter what the size of your business you need to be tailoring your services and promotions to that discreet group of people who need to know and will be most likely to want to respond Using your existing customer data feedback from previous marketing promotions and market research you should aim to describe your target market s in as much details as possible using the following criteria Demographic age sex religion race family Socio economic income occupation education class Geographic country region urban country Location type of area poor rich etc Lifestyle hobbies activities etc Motive occasion what are they buying for Personality outgoing eccentric reserved Industry type technology Company size turnover employees Role finance IT marketing etc Don t worry about narrowing down the field that is exactly the aim You are not saying that people who don t fit the profile can t buy from you just that your resources are not going to be targeted towards them It is a perfectly acceptable strategy to target a niche a small but profitable segment Note profitability is key see next section Market Sizing An important spin off from your market segmentation is understanding how many people actually fit the profile s you have defined I have lost count of the number of companies I speak to who are targeting such small segments that they cannot sustain a profit for their business Once you know the type of customers you are targeting you can research how many of them there are using library services trade associations even social media You need to be certain that there is enough business potential If in order to make a living you need to be achieving an extraordinary market share this should ring alarm bells SWOT Analysis This tool has the advantage that it is very widely known probably because it is simple to use Internal factors relating to your business are categorised as strengths or weaknesses or positives negatives and external factors as opportunities or threats Traditionally drawn as a four box matrix it invites you to organise your thinking using short phrases rather than lengthy discussions You can then take decisions based on maximising the strengths and capitalising on the opportunities as well as seeing what can be done to address or minimise the weaknesses and threats Competitor Array A more involved process we like this tool because it allows you to put more objective measures against your assumptions and findings about competitors and is focused on taking the customer view You start by identifying the list of attributes of your product or service then you weight

    Original URL path: http://www.thepurpleedge.co.uk/blog/index.rhtm?first=90 (2016-02-14)
    Open archived version from archive

  • Social media - again!
    commenting or liking for example gives them an affinity score and Facebook will show them posts from people they have greater affinity with before others Keeping up Old rules new tools I was most heartened to hear this message Don t get so carried away with new tools and the technology that you forget that the message is more important that the platform Be clear about who you re speaking to what you have to say why it is valuable and how you say it The most successful brands on Facebook are those with a brand personality that lends itself to this new medium Yo Sushi did part of the presentation and explained how they use Facebook to drive more business through their restaurants and to encourage loyalty they made a lot of offers both national and local Their brand personality was described as humorous helpful exciting intelligent playful and fun All of which lets them push the boundaries on the content and interact in a lively way with their customers Business to business use of Facebook was acknowledged as more of a challenge than if you are targeting consumers If you re targeting businesses and have to prioritise where you spend your time then spending a lot of it on Facebook may not be your best bet At the end of all that I have 1 hour towards the 35 hours that I need annually for my CPD and a blog post All in all time well spent 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 7712 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

    Original URL path: http://www.thepurpleedge.co.uk/blog/detail.rhtm/660294/social_media_-_again_.rhtm (2016-02-14)
    Open archived version from archive

  • Do you believe in marketing?
    you easy to buy from you and then give customers reasons to stay Constantly reviewing performance identifying what is working well and what needs changing You may choose to call it something different but if you are doing all or any of the above you are tackling marketing issues in your business The trick is to do it better consciously and with determination to get the results you are after And don t say marketing when you mean promotion Promotion is how you tell your target audience about what you can do for them essential but not step 1 in your marketing So how about you do you believe in marketing 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 5782 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 15 31 Your business start up How to avoid no one turning up to your party Achieving goals takes practice 7 Feb 2015 13 13 Where did January go I m already staring the middle of February in the face but it feels like Dec 2014 The 12

    Original URL path: http://www.thepurpleedge.co.uk/blog/detail.rhtm/659025/do_you_believe_in_marketing_.rhtm (2016-02-14)
    Open archived version from archive

  • 10 reasons to use LinkedIn
    up your new relationship from there 7 Promote events You can create events on LinkedIn and promote them to your contacts Your contacts can also share this information around their network this is one of the ways that social media really stands out from 1 1 contacts It gives you greater reach because it is so easy for people to share 8 Promote products services While LinkedIn is mostly about people you can also create a company page where you can give more information on the products and services you offer 9 Improve your search rankings Including links back to your main website on LinkedIn will give you link juice from a reputable site i e search engines take it as a positive sign of the validity and worthiness of your website when they are calculating the algorithm that determines if your website comes up in keyword searches 10 Drive traffic to your website Engaging in social media is all very well but you really want people to come to your website and hopefully join your mailing list so that you can manage the contacts more directly You can do this by putting links into your status updates that publicise your blogs white papers or offers Or by messaging people directly Getting going As always you get out what you put in you must be prepared to invest some time and effort in regular engagement on LinkedIn and the rewards should be worth it The trick is to be consistent and persistent rather than do a marathon session then ignore it for weeks Your aim when you engage on LinkedIn is to join conversations offer advice tips and generally be helpful In this way you provide value to others and establish yourself as a likeable knowledgeable and credible professional worth doing business with Don t be too dry and stuffy it is a social network after all Start with making sure your profile is 100 complete and that it portrays you appropriately and professionally for your business and target audience Then visit 2 3 times a week for 10 15 minutes if you re receiving emails then you have a natural prompt to dip into groups and discussions Aim to grow your network slowly and steadily over time Good luck and please feel free to connect with me on LinkedIn http uk linkedin com in sharonwilding 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 0044 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

    Original URL path: http://www.thepurpleedge.co.uk/blog/detail.rhtm/657696/10_reasons_to_use_linkedin.rhtm (2016-02-14)
    Open archived version from archive



  •  


web-archive-uk.com, 2017-12-18