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  • Off the Edge
    management module and an integrated blog and email system It s really easy to use and we have one interface to do everything So dealing with all these issues is straight forward So now I sound smug Smug and grumpy not a great combination It must be the end of a long week read comment add comment Is your networking working Filed under Marketing by Sharon Wilding on 22 Sep 2011 For many businesses networking is the single most powerful and most effective tool in their marketing kitbag Getting out and meeting other businesses brings many rewards Creating and nurturing relationships with potential customers Identifying potential suppliers and partners Building recognition and reputation Learning both formally from presenters and informally from discussions But even some of those companies that cite networking as their number one way of getting new business can fall down when it comes to having a clear strategy for their networking A strategy that will work not just for the immediate term but for the long term Because you can never tell how much time might pass before the person you met this morning is ready to become your next customer And the biggest gap in the strategy that I observe with clients is what happens next after the networking event You may have selected your networking event carefully You may have given a good account of yourself and what you can offer You may have made lots of new contacts and collected lots of new cards But what happens next This is where your networking needs to integrate with other aspects of your marketing communications strategy Every business should have a database of contacts and customers that they build over time that they have permission to communicate with and that they then use regularly and effectively to promote their goods and services Meeting someone once is not enough you need to be reminding people who you are what you stand for and what you can do to help them So your networking strategy might look something like this Meet and engage with new contacts Swap business cards and remember to ask if it is OK to add the person s details to your database to comply with data protection rules Return to the office and drop the person a line to confirm and remind them of you once more Add details to the database with an appropriate next action reminder to yourself to follow up if there was something you promised or if you see some opportunity to help them out more immediately If you are using social networking actively you might also look them up on LinkedIn Facebook Twitter to forge an extra connection Once you have your new networking contacts in the system you can plan how and when and with what information you will be back in touch we ll talk about implementing an ongoing contact strategy in a future blog People we have met at networking and other events going back many years receive this blog and every now and again it will prompt someone to get in touch with us Maintaining a profile and being visible really does work And it is not hard and it is not expensive We know it is all too easy to get overtaken by the to do list when you leave a networking event or to be focused on the immediate prospects and just follow those up but this means you could be missing out on a lot of business from the people you meet just because the timing was not right If you re a regular networker do you have your strategy for making your networking work fully in place Do you have any other tips and ideas for getting the most out of networking that you would like to share Please do add comment Saving Money On Marketing Filed under Marketing by Jim Hunt on 18 Sep 2011 Like most people I subscribe to lots of newsletters They cover marketing web marketing PR and a host of other relevant subjects You have to keep up to date don t you You also have to be open to having your world view challenged too after all nothing stays stable for long these days Now also like most people I don t find time to read all the newsletters I receive every week If I m honest I probably read less than half of them And if I m really really honest I don t read all of those I tend to scan the headlines and read the things that attract my interest You probably won t be surprised to hear that I was attracted to an article entitled 5 ways to cut marketing costs without endangering growth If you re interested you can read it here Maybe I m getting cynical but I will admit to thinking Here we go it s going to be one of those stupid articles that either thinks that marketing is just promotion and so misses the point or it s going to suggest sending the odd tweet is going to bring in millions of customers I am pleased to report that I was pleasantly surprised Hats off to the people at www businessknowhow com it s a great little article It will probably leave you wanting more but it raises some really great points I m going to summarise it here but I do urge you to read the original article Although the article identifies 5 ways they essentially fall into 3 themes 1 Stop doing things that don t work and do more of the things that do work Now I know what you re thinking It s a bit bloody obvious isn t it Jim Don t need to be Einstein to work that one out or Trust a consultant to come up with such a startling insight Well OK yes it is obvious but I m prepared to bet that most people reading this don t have a clue how effective the various promotional initiatives they are undertaking are There are people who work out the ROI of their networking activities analyse their Google analytics with forensic efficiency and can clearly identify the origin of every lead Most of us aren t like that though A couple of weeks ago I was at a networking event when someone asked about the effectiveness of the Yellow Pages He was advertising in it and got a couple of calls a month from it He hadn t calculated the ROI though or compared it to other things he was doing Now I don t know how much Yellow Pages advertising costs but I m sure that for some businesses it s great I m also sure that just like other advertising vehicles many businesses pay for it month after month year after year for no better reason than they always have It doesn t matter what promotional tool you are using you should always know how you re going to measure effectiveness Marketing should be an investment in your business If you are spending money on something that isn t delivering a return than you should probably stop 2 Put more effort into achieving conversion This is so true Another anecdote Last year I was in a meeting when someone asked an interesting question The week before he d attended Kent 20 20 and come away with a load of leads His question was basically What am I going to do with them He didn t know how to classify them into a sensible interest rating He hadn t given any thought to how when and with what he was going to follow up My admittedly rather flippant response was To be honest you should have though about that before the event Let s be clear generating leads is important but conversion is essential If you invest several hundred pounds in an exhibition stand the promotional material the give aways and the time you ve spent there then it s criminal to not have a clear plan for funnelling these leads down to customers One of the big problems we see all the time with our clients is that they are not clear about the journey they want someone to take from initial contact through lead then prospect to customer What s their buying process Who s the decision maker What are their timescales What information do they need from me at what point in the process to help them make the right decision How well do I understand them How effective are my proposals Is my contract right Does my pricing work Getting someone interested is the easy bit Getting them to buy needs much more thought 3 Get your marketing right That means not making mistakes by understanding what you are doing Marketing is complicated especially these days when there are so many technically complex things to consider such as search engine optimisation pay per click advertising email marketing and integrated campaign design You either have to become really good at doing these things or get some people who do Either in house staff or outsourced help Now you know I m going to approve of this one but to me it s kind of obvious I m a marketing guy I wouldn t lay my own tarmac I wouldn t reprogramme my car s engine I wouldn t represent myself in court heaven forbid I wouldn t remove my own appendix I wouldn t do these things because I m damn sure I d make a pig s ear of it If your business is important to you get expert advice on the best way to grow it All really good points Times are tough so it s a good time to makes sure that the money we spend on marketing is effective I urge you to look at what you are doing with a critical eye read comment add comment Innovation don t ask your customers what they want Filed under Marketing by Jim Hunt on 1 Sep 2011 I overheard someone lately pontificating about innovation He was stating that there s no point asking customers what they want because they ll never come up with anything truly innovative He confidently quoted Henry Ford If I d asked people what they wanted they d have said faster horses In actual fact there is no evidence that Ford ever said this but that s not the point of this missive The point I d like to address is a fundamental misconception held by many businesses large and small We have discussed it before on this blog but not in the context of innovation The misconception is that they are in the business of the product they make or the service they provide I make pens I m a letting agent This kind of thinking is lazy limiting and just plain bad for business in so many ways If instead you think about the business you are in in terms of the customer problem you solve you will find all sorts of opportunities opening up Let me give an example based on a conversation I had with a friend recently We were discussing leaflet printing and delivery and how he could add value to his service He was initially thinking of his business as yes you guessed it leaflet printing and delivery We examined various packaging plans and market development strategies which could be employed but nothing particularly ground breaking for his business leapt out at us I then asked him to think about his business in terms of the customer problem He decided that he was trying to solve the problem of getting his client s message to target customers prospects We then brainstormed some ideas This produced lots of ideas about new and innovative things he could do to help the customer solve that problem Let me be clear these weren t ideas that no one had thought of ever before but they were ideas that neither he nor any other leaflet printing and delivery companies were doing Some of the ideas were crazy and not in a good way but some of them were really great and importantly played to the strengths of his organisation By this I mean they relied on the ability to do things his organisation were already good at things that were part of his core competencies They also fitted well into his existing portfolio Would his customers have asked for any of these services Well if he had asked questions like How can I improve my leaflet printing and delivery service or What can I add to my leaflet printing and delivery service to make it better then no I doubt they would have If he had asked Which customers do you find it hardest to engage with or How do your customers like to get information about the sorts of service you offer then maybe they might have To me the best way for a small business to innovate is not to ask customers what they want you to do but rather to explore their problems and what they want to achieve Then look at what you can do with the skills and resources you have or have access to that can help them How have you innovated to create more value for your business add comment How can you get people to do what you want them to Filed under Marketing by Sharon Wilding on 23 Aug 2011 Next time I m at the doctor I m going to have to point out to them that their signs saying how many people missed appointments last month are probably making the situation worse not better How can that be Well read on to find out According to the book Yes 50 secrets from the science of persuasion we don t take enough notice of what the science of psychology has to tell us The authors suggest this is because we believe we intuitively know stuff about human behaviour unfortunately we re mostly wrong and a little bit of knowledge can often lead us the wrong way If you think being more persuasive could be useful in both your business and personal lives then read on According to one of the authors Robert Cialdini there are six universal principles of social influence Reciprocation we feel obliged to return favours Authority we look to experts to show us the way Commitment consistency we want to act consistently with our values Scarcity the less available the resource the more we want it Liking the more we like people the more we want to say yes to them Social proof we look to what others do to guide our behaviour Just reading this list I m sure you can begin to see how these concepts might be used in marketing to get people to work with you or buy what you are offering I m sorry if it sounds manipulative it needn t be if your underlying values are sound Does your business offer a great value product or service Then you owe it to people to let them know If nothing else after reading this book I m more aware of how others might be trying to use psychology to persuade me not that that actually stops you falling for it as the authors themselves confess The issue of social proof is fascinating You know those signs in hotel rooms asking if you would like to save the environment by not putting your towels to be washed everyday In an experiment it proved possible to improve the number of people participating just by changing the message from one of doing good for the environment to one that gave the statistics that showed most people reused their towels It worked because it seems that if other people are doing it we want to do it too So thinking back to those notices at the doctors what are they really saying They are telling you that if lots of people miss their appointment it is OK if you do too The better way to encourage people to turn up and they have tested this too is to tell people how many people DO keep their appointments In that way you are persuaded to go along with everyone else and are more likely to keep yours too Another useful insight is that we are notoriously bad at predicting our own behaviour and explaining our motivations So it s no good asking what messages will make you act a certain way it is only when put to the test that the real truth comes out So if you need to write a message to persuade your customers to act a certain way bear in mind this lesson and give them the social proof Here s an example to show you how it might work call rates and purchases were increased in a campaign simply by changing the call to action from Call now operators are waiting to If operators are busy please call again Far from putting people off it made them think the product was more worth having if so many people would be calling Sweet as my son would say How can you use this information in marketing for your business Yes 50 secrets from the science of persuasion Noah J Goldstein PhD Steve J Martin Robert B Cialdini PhD Profile Books Ltd 2007 add comment It can pay to show customers a good time Filed under Marketing by Sharon Wilding on 18 Aug 2011 Where do you do business And how do you build strong relationships with clients Even in a recession maybe moreso in a recession we need to focus on closer more meaningful relationships And getting social has been a long standing tradition in business But is it still the case Is there any place today for entertaining clients

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  • Off the Edge
    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 understand me my business my challenges etc They could never know whether I would be a good customer or not Overall my day s research allowed me to categorise stand jockeys into 5 groups based on characters from Disney s The Jungle Book Shere Khan Watchful alert prepared This guy is a pro He know what he wants and he s going to get it He can sense any hesitation in the passer by and pounce ruthlessly and without mercy The chase is brief and effective The opening line cuts straight to the bone and you quickly give up any resistance and accept your fate Most likely to say You ll have a quote waiting for you when you get back to the office Baloo Chilled and relaxed he s here to have fun If business comes as a result then hey that s great If you re happy he s happy Most likely to say Of course you can take four pen torch bottle opener stapler gizmos for your kids King Louie One of a big buzzing group on the stand The gang are lively even frenetic There are lots of fun and games and Louie will pull you in and make you part of the action He ll convince you that you stand a great chance of a major prize but you suspect that he s really only interested in your email address Most likely to say now if you can just fill out this form Kaa A smooth operator Knows just what to say while maintaining slightly too much eye contact Calm and convincing he knows what makes you tick and what rings your bell How could you not have realised that what is making your life incomplete is the absence of a one cup coffee maker Especially when the little cartridge thingies are so cheap when compared to a Costabucks Republic bucket of latte Most likely to say and here s your receipt The Girl Male or female The Girl is demure and shy Never speaking the girl just goes about the business of sorting leaflets stocking shelves and filling the jelly bean jar The girl may stop occasionally and look longingly in your direction before returning to paper shuffling You don t know what the girl s company does but you have the vague notion that it may have been the most interesting stand at the show if only you had plucked up the courage to talk to her Most likely to say What were my conclusions at the end of the day If you re going to be on a stand at an exhibition give some thought to how you are going to start a conversation Have a few ideas and try them out to see which ones work best Then have a clear idea about how you d like the conversation to go What do you need to find out about the person and his business How will you qualify How will you leave him feeling positive about your company Of course I haven t even touched on what happens the day after the exhibition Another blog maybe You can help us all by contributing to the debate What s the best opening line you ve heard at an exhibition read comment add comment Give your writing a KISS Filed under Marketing by Jim Hunt on 18 Apr 2012 Just a short blog this time but one that if you take to heart will be worth its weight in gold That s a big promise I know but really this is important Working with people from a wide range of sectors with a wide variety of experience and backgrounds there is one thing that we see time and time again It s a problem that can cause them to waste money time and energy and it can turn off prospective clients in a flash I m talking about garlic breath No I m not I m talking about linguistic gymnastics This is not a new event for London 2012 where supple pre pubescent girls dance around rubber mats to an accompaniment of Brian Blessed reading the complete Shakespeare sonnets No this is that pastime that seems to be very popular these days of transmuting quite straight forward messages into gobbledygook I don t know why people do it Perhaps it s because they lack the confidence to write straight forwardly Maybe they think that if they use long sentences and words with lots of syllables it will make them sound incredibly intelligent Often I think is because people don t give themselves time to plan out their writing properly This is always a mistake you may have heard the quotation attributed to Mark Twain I did not have time to write you a short letter so I wrote a long one instead The reality is that if you make your writing complex what happens Your reader loses the point you are trying to communicate Your reader has to concentrate on the individual words and phrases rather than the message Your reader starts to focus more on your verbal contortions than your message The reader gives up Remember that you want to get your point across The onus is therefore on you to make sure that the reader can easily understand it not on the reader to figure it out Don t make him have to work at it why should he Just because there are 1 013 913 words in the English language you shouldn t feel obliged to use all of them in your leaflet brochure or website unless you re the Oxford English Dictionary of course in which case you probably feel that it might be quite appropriate The conversation usually goes something like this Jim after reading impenetrable 6 line 175 syllable sentence What are you trying to say here Writer Well I m trying to say that our widget is faster Jim And So what Writer Because our widget is faster it saves the user time and cost They get out of their client s office quicker which means less disruption and they can do more jobs in a day Jim So why don t you say that then Writer Umm Yes Good point Pause Jim What does hippopotomonstrosesquipedalian mean My advice if you have to produce some written material would be Plan out what you want to say Be clear about each point you want to make and think about how the argument will flow Write so that a 12 year old could understand it You may have to include technical terms but you don t have to wrap them up in verbiage Let someone who doesn t know the subject read it and say whether it s clear to them In short give it a KISS Keep It Simple Stupid add comment Just say no being cruel to be kind Filed under Opinion by Sharon Wilding on 10 Apr 2012 When my boss at BT the Marketing Director received calls from sales people mainly marketing agencies he would always say You need to speak to Sharon She makes those decisions Here s her number When they contacted me I knew that my most likely response would be Thanks but no thanks I was open to their approach would listen and give it fair consideration but if there was no real opportunity or likelihood that we would give them any business then I would very openly politely and straighforwardly tell them so Why couldn t my boss do this himself He was an intelligent guy of high integrity but he was terrible at turning people down He wasn t really worried about hurting their feelings or not being liked what he hated was closing down opportunities He saw the possibilities in everything even when according to my more pragmatic and realistic view of the world resources were limited and you can t do everything If resources are limited in a big company like BT now as a small business owner they seem even more so time in particular is a precious commodity I am dismayed therefore to find so many people who find it difficult to say no or is it just me that suffers from this problem If so I need to know I m talking about people who don t return personal calls or emails not people who don t respond to direct marketing If I m feeling charitable then I choose to believe that there are lots of people out there who are just like my old boss and who don t want to give up on an opportunity On my less charitable days then I get angry about the lack of courtesy and respect that one business owner is prepared to show to another If you prepare a quote or a proposal for someone and they never get back to you what are you supposed to think They are too busy They are too scared to deliver bad news They can t be bothered They want you to work harder to get their business When we put a proposal together for a marketing programme it entails a lot of work researching the opportunity and tailoring the proposal It is therefore a costly exercise I know not all proposals are going to convert to business but getting feedback on why the prospective client is not interested in going ahead where you failed to demonstrate the appropriate value or how circumstances have changed is invaluable This is a marketing issue we all need feedback in order to improve the standard of our services and then hopefully our conversion rates It is good business practice to follow up submission of quotes or proposals but after how many unreturned emails or calls should I be getting the message choose which message from 1 4 above I genuinely believe that there are times when it is better to be cruel to be kind to deliver the bad news to someone quickly and directly rather than keep them holding on hoping wishing and wondering My personal values as those of you who know me will I hope testify are to be honest and straightforward with people I don t like to lead people on and I know this can come across as harsh at times But why waste people s time Let s be supportive to each other and show appropriate respect read comment add comment Increase your earnings by breaking away from time based pricing Filed under Marketing by Sharon Wilding on 5 Apr 2012 Q What do the self employed call Bank Holiday Monday A Monday Right before the Easter break seems a good time to revisit this article and joke from a year ago The pitfalls of pricing by the hour for services was a subject that struck a chord with many readers and something that we know can be a challenge to avoid given the expectations and norms that exist in the different markets How should the Easter bunny maximise his earnings given he only gets to work once a year If your business relies on your selling yourself or the services of others then the standard model is to set an hourly rate that you want to achieve for each individual and use that as a basis for your pricing If you are selling expertise knowledge or skills then you will most likely say You can have me for XXX per hour day week And many clients we speak to believe they are being more open and transparent by giving their customers information on the time it will take them to complete a job But let me remind you there are a number of drawbacks to this approach 1 It doesn t necessarily reflect the value of your work to the client If you truly understand the value you are creating for your customer and can communicate that value clearly and unambiguously you should feel able to ask a reasonable level of reward for creating that value If you worked for a week with a client on a project that saved him 2000 should you be rewarded the same amount as if you had saved him 20 000 More importantly would the client be happy to pay you more for a 20 000 saving I know I would 2 It focuses discussions on the time you spent doing the work rather than the outcome No one hires you because they like having you around They hire you to deliver something Do you want to be focussing the customers mind on hours and days of effort or the results he is going to see 3 It incentivises you to do more add more work longer In a time based pay environment you are under pressure to do more work to generate more income You may be tempted to add more into the job stretch the job out take on more work so that you can pay the mortgage This isn t necessarily good for you or the client 4 It limits your earning capacity to the number of hours you can work Related to point 3 If you get paid by the hour then you can t earn more than the hours you can work Remember weekends Remember holidays What do you call Bank Holiday Monday I was working with someone recently who was in the habit of quoting time in their proposals He was initially reluctant to consider change but did admit to some problems Firstly prior to agreeing to go ahead prospects would pick at the time estimates why does it take you that long to create a design Secondly if the time ran over he had no intention of passing the additional cost onto the customer but ended up feeling 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 add comment Social media again Filed under Marketing by Sharon Wilding on 21 Mar 2012 Today to earn some

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  • Don't Waste Your Money On Marketing!
    these steps and there s a lot less chance of you wasting your money on marketing on marketing in the future We know that people attending our course will want to know about specific low cost promotional techniques they can use in their business and of course we ll be aiming to deliver that knowledge to attendees But we also know there is no point telling people how to run an email marketing campaign for example if they don t have the basics in place Success will come from doing the right things in the right way so we ll be covering that too If you want to know more you know where to find us Marketing on a Shoestring next Wednesday 26th October in Canterbury Blog readers can enter MindsetMe when booking to get a 10 discount Hope to see you there 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 1653 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

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  • Marketing Mindset Training | Marketing on a Shoestring
    aims to show you some techniques you can use to achieve great results from your marketing with no or low investment What you will learn Setting realistic objectives The research you can do to learn more about your market Setting the right strategy Free or low cost options for generating more business from existing customers Low cost methods of getting new business Key elements Understanding your customers and their drivers Setting a strategy for business growth Making the most of your existing customer relationships Decisions about which low cost activities are the best for your unique situation Checklist of low or no cost ways to promote your business 30 day action plan All our courses are 100 satisfaction guaranteed Who should attend Anyone who isn t satisfied with their marketing results Anyone who is looking for new ideas to successfully grow their business Anyone who is prepared to go for growth even in a downturn When where Weds 26th October 2011 9 30am 12 30pm Canterbury Innovation Centre Booking now closed Free download One page Marketing Plan template contact info First Name Last Name Email address Enter 6883 Required fields Let s talk One hour s marketing review for 40

    Original URL path: http://www.thepurpleedge.co.uk/content/training/marketingonashoestring.rhtm (2016-02-14)
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  • Lessons from Club Wembley
    the service expected creating something that their customers do not want to give up Something that they will fight to justify spending their budgets on 5 People buy people Every member of the club needs to feel special known and understood To enable this Club Wembley have invested 40 000 in their CRM customer relationship management system Any information learned about a customer is noted in their profile and can be accessed by any member of staff needing to communicate with that member children s ages birthdays their working status events attended emails opened or ignored It s all there and updated constantly This means that information offers and once in a lifetime opportunities can be accurately targeted to those members who would be most likely to be interested How can you improve your knowledge and understanding of your customers and use that information more effectively in your business It doesn t have to mean a 40 000 investment simple CRM systems are available to all of us for a fraction of that 6 As long as we are making more good decisions than bad we are doing OK This statement is not about being complacent it is about attitudes to risk and acknowledges that not all decisions will lead to a great outcome But if you hesitate too often then you risk not moving forward It s hard to be 100 certain of success everytime but you learn what works by trying new things What have you done differently recently Marketing is about satisfying customer needs profitably So no matter what your business I believe we can all learn something from Club Wembley Focus on exceeding your customer expectations ensure every member of the team is empowered to give the very best customer service justify the price through the value you provide and never believe you have done enough 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 5296 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

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  • Web site woe, blog bother and email errors
    opened a suitcase and said Hi would you like to buy a watch You would probably be suspicious You d probably say No thanks and walk on You might call the police If on the other hand a friend offered you a watch you might ask why he s selling how much he want s for it You might even buy it if it was a nice watch You wouldn t ignore him and it s pretty unlikely that you will be annoyed with him You react differently because you have a relationship with your friend So use the same approach in your marketing Aim to build a solid connection with your contacts first and sell to them second The other thing is to recognise that email marketing is cheap but it s not free Even systems like Mailchimp which offers free service to customers with small lists takes time to set up and get right And don t forget your time is a finite resource if you re messing around with an email template then you re not doing client work or selling products For large lists all the service providers make a charge They have to it s called being in business They put lots of effort into building a clever piece of software they buy lots of big servers and big fat connections into the internet They employ people to run the infrastructure and to support their customers Of course they are going to want to make money doing that Don t be afraid of paying for a service if it is a good and effective service And effective is the key word here Marketing is an investment in your business Don t think about the monthly cost of sending 30 000 emails By golly 200 for emails that s outrageous think about the cost per email 1 5p each That s quite reasonable actually or even better the cost per sale I generated 1000 of new business from that 200 investment in email Yippee Anyway that s a few things off my chest Sorry if I sound like a grumpy old man but hey I am a grumpy old man I m mainly grumpy though on other people s behalf Here at The Purple Edge we use a great little system that hosts our site and has an easy to use content management system that also helps with SEO It has a contact management module and an integrated blog and email system It s really easy to use and we have one interface to do everything So dealing with all these issues is straight forward So now I sound smug Smug and grumpy not a great combination It must be the end of a long week Tweet track back URL add comment Comments Thanks for the feedback Trish I think those who know me would wonder how I would limit my rants to one a month Seriously though I do come across lots of smaller businesses

    Original URL path: http://www.thepurpleedge.co.uk/blog/detail.rhtm/650981/web_site_woe_blog_bother_and_email_error.rhtm (2016-02-14)
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  • Is Your Networking Working?
    you can plan how and when and with what information you will be back in touch we ll talk about implementing an ongoing contact strategy in a future blog People we have met at networking and other events going back many years receive this blog and every now and again it will prompt someone to get in touch with us Maintaining a profile and being visible really does work And it is not hard and it is not expensive We know it is all too easy to get overtaken by the to do list when you leave a networking event or to be focused on the immediate prospects and just follow those up but this means you could be missing out on a lot of business from the people you meet just because the timing was not right If you re a regular networker do you have your strategy for making your networking work fully in place Do you have any other tips and ideas for getting the most out of networking that you would like to share Please do 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 2453 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

    Original URL path: http://www.thepurpleedge.co.uk/blog/detail.rhtm/650627/is_your_networking_working_.rhtm (2016-02-14)
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  • Saving Money On Marketing
    Is my contract right Does my pricing work Getting someone interested is the easy bit Getting them to buy needs much more thought 3 Get your marketing right That means not making mistakes by understanding what you are doing Marketing is complicated especially these days when there are so many technically complex things to consider such as search engine optimisation pay per click advertising email marketing and integrated campaign design You either have to become really good at doing these things or get some people who do Either in house staff or outsourced help Now you know I m going to approve of this one but to me it s kind of obvious I m a marketing guy I wouldn t lay my own tarmac I wouldn t reprogramme my car s engine I wouldn t represent myself in court heaven forbid I wouldn t remove my own appendix I wouldn t do these things because I m damn sure I d make a pig s ear of it If your business is important to you get expert advice on the best way to grow it All really good points Times are tough so it s a good time to makes sure that the money we spend on marketing is effective I urge you to look at what you are doing with a critical eye Tweet track back URL add comment Comments Great article Jim and as you know measurement is something very close to my heart Picking up on what Trish said there are so many experts out there particularly in web related disciplines that it s hard to choose the right one What I suspect would be attractive to most buyers is for potential suppliers of services to offer at least a little something for free for there to be readily available a long list of reference contacts so that any can be picked not just the 1 or 2 a good job was done for and for there to be a proven return on investment within a relatively short period of time It s also certainly worth pumping out messages online and offline that encourage people to feed back about who has done such work for them and why they would recommend them Some names should stick from that Comment by Andy Harris 21 Sep 2011 19 06 Good question Trish I is problematical especially when there are lots of self appointed experts around I would say ask some questions 1 Are they professionally qualified 2 What experience do they have 3 Can they provide references Then spend some time talking to them before committing Even if they are qualified experienced and have a track record you may not gel You need to find someone you feel comfortable working with Comment by Jim 20 Sep 2011 12 57 Some really great points something I agree with you on Jim is to get the experts in rather than try to be an expert yourself it is tough running

    Original URL path: http://www.thepurpleedge.co.uk/blog/detail.rhtm/650483/saving_money_on_marketing.rhtm (2016-02-14)
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