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  • Off the Edge
    explained that they couldn t do it because well to be honest I don t know why they couldn t do it but they couldn t So no local vineyard turned up to the event They didn t have a chance to wax lyrical to the 25 people present about their fruitful vines their meticulous techniques and their beautiful wines They didn t have the opportunity to have 25 people sample their wines or buy a bottle or two If everyone at the event bought one bottle at say 5 the vineyard would have taken 125 Seems like an opportunity missed The bigger crime though is the lost opportunity to create advocates I am a fairly active networker and I know a lot of people On average I have heard it said that people have 250 contacts and typical business people more than that So the 25 people at the event have at least 6250 contacts The vineyard missed 6250 opportunities to have their produce recommended Each of these 6250 people know at least 250 people In total over 1 5M people Now clearly not everyone would have recommended the vineyard to all their contacts but some would have recommended them to some that s how word gets around For the investment of a couple of hours and a few bottles of wine they could have achieved the sort of PR that you could pay a lot of money for through more traditional routes The lesson Always be aware of the bigger opportunity As most networkers know you don t just sell to the room you also sell through the room Cheers read comment add comment Is being unhelpful losing you business Filed under Marketing by Sharon Wilding on 23 Sep 2010 This blog is going to let me get some personal gripes off my chest But there is a serious message behind it when you hear businesses and it may include you complaining about hard times do you ever wonder if they are really doing the best they can for their customers My experiences brought to mind a discussion with some fellow FSB Federation of Small Businesses members recently We were wondering why some businesses were overloaded with work while others even in the same market sector were twiddling their thumbs Could it be they are just better at delivering great services to their customers Anyway my gripe is that 4 times recently I ve failed to be able to make a purchase because the company I was contacting let me down Why didn t they want my business Firstly I tried to sign up for French lessons locally Strictly speaking it was not a purchase as the lessons were being offered free but they needed to people to attend to make the event a success and I had heard interest was low The email said not to reply to the address but to call the mobile number which I did and then I heard nothing Too bad for both of us the opportunity has passed Secondly I tried to buy a bespoke tv table I took the design and measurements into the shop and was promised a call back with a price within a few days Nothing In this case I chased them and they apologised profusely so I have now placed the order but I m left with a bad feeling about this company that may never go away let s see how good the table is Thirdly I tried to organise some market research with an inbound calling service for a client When I called they could not find anyone to speak to me probably not a good sign for an answer service and promised a call back but you guessed it nothing I went to someone else in the end Fourthly I tried to order some lighting but needed to know if it could be dimmed I called the company and they said they did not know End of story Shame they could not have been helpful enough to try to find out I may still have bought that product as long as I knew it was safe to connect to a dimmer switch And they would have improved their product knowledge to help future customers These are just the experiences of 1 single person in about 10 days It s not as simple as saying someone else got the business I still haven t got French lessons or new lights And if this is happening to you too is it any wonder that some businesses are struggling The good news is that if you are excellent at customer service then you should be able to clean up Never forget that the customer experience you deliver is a crucial part of the value you are offering Referrals are a great source of new business but who would refer you if you let them down There are at least 3 companies here that I would not recommend you go to Make sure you don t join the list read comment add comment Help Social Networking is taking over my life Filed under Opinion by Sharon Wilding on 8 Sep 2010 I never intended it to happen but I am increasingly getting sucked into discussions and activity about social networking SN sites such as Facebook LinkedIn and Twitter The next CCCU Business Forum on 14 Sept is again on this subject back by popular demand I m not really complaining but I feel that I ought to tell you that while SN can be fun it can also be extremely irritating because these new marketing tools I call them that because that s where my interest lies rather than in running my personal life can take up a lot of time despite the promises of all the add on efficiency tools And I continually find myself falling into the trap that I warn most people about spending too long on the wrong i e not the biggest priority things I should say up front that I in no way consider myself an expert or specialist on this subject but I am taking the time to do some learning so that I am better able to help clients make sensible decisions about whether they can get value for their business from using SN With usage growing exponentially then as marketers we should not ignore the pull of going where the customers are but I m worried about the hype Not least about the idea that it is free and easy But also because there are still plenty of people who are still not that into it As new communications media grow and become established they all become more sophisticated and more specialist When TV advertising was first introduced no doubt there was much excitement and hype about what it would do for businesses but not everyone rushed out to learn how to create an ad Yet we are lured into SN on the basis that anyone can do it because we can all have personal profiles and accounts Not too dissimilar to the idea that we can all we web designers and builders when patently looking at some of the results we cannot Depending on the scale and scope of your business it may take you more time than you should be prepared to spend learning how to be a top tweeter or best friend to your fans So my advice is by all means learn the basics but if you then decide that SN could be a significant contributor to your bottom line then considering asking for help on ways you can make it work for you without it taking over your life Your time is not free And don t embark on a SN exploration when you have more basic issues left unresolved like having a decent hard working website to direct people to in order to convert any interest created My conclusion from my own playing is that SN can be a valuable way to drive traffic to your website build a profile reputation with a target group research new subjects markets spread a message But success does not come overnight and if time is money it does not necessarily come cheap To make it work for you set some objectives and build a plan then decide if you are the best person to execute that plan And consider farming it out to an expert who can do it faster and cheaper than you read comment add comment Jingle Bells Jingle Bells Filed under General by Jim Hunt on 23 Aug 2010 At a networking event a while ago I met a really nice guy who the owner of a small print copy company in a seaside town He was interested in what low or zero cost marketing activity I would recommend to drive some very short term revenue To cut a long story short we agreed to meet at the end of the working day and over a beer he told me all about his business We had an enjoyable couple of hours and I promised him I d put a few ideas down on paper for him One of the things I suggested was to contact all the local hotels and restaurants to discuss their plans and requirements for Christmas publicity materials menus leaflets etc I was reminded of this a couple of days ago when at another networking event the host hotel had their Christmas leaflets on the table Looks like my timing was about right I thought Now it doesn t take a genius to work out that Christmas comes around every year but what are the other drivers of business that operate on cycles Going back to the printer he was situated very close to an FE College Students have dissertations to complete often towards the end of the academic year We all know about the historic rush to book summer holidays just after Christmas and the peak in house price sales in spring and Autumn is that still happening in the credit crunch Valentines day and the school terms are all very predictable Thinking more locally we have things like Canterbury Festival The Whitstable Oyster Festival and the Faversham Hop Festival All generate lots of business activity We also have harvest time on the farms and holidaymakers during the summer months Less obvious are the hidden cycles that can be key to your revenue and growth Who are your big customers and what is their budgeting cycle When does supplier selection take place When do budgets get set and when does spend have to be made So today I am asking you to think about your cycles What are the things that happen on a regular basis that create peaks in demand If it s not obvious look back over your sales figures and look for peaks in sales or revenue Are there peaks that happen at about the same time every week month quarter year Do you know what causes the increased demand Also think about things that happen that could create demand for your products but maybe you re not exploiting right now The key thing here understand the timescales and plan for them How far ahead of the event will the purchasing decisions be made Once you have a few ideas you can proactively begin marketing around them Get in early be proactive and clean up the business before your competitors realise what s happened If you spend an hour or so think about this and really can t come up with anything well never mind Maybe you ll get a cycle for Christmas add comment Innovate or die Filed under Marketing by Sharon Wilding on 27 Jul 2010 Innovation is the lifeblood of the marketer not just in promotions but across the whole marketing mix that s also known as the 4 ps Markets and customers change and at a faster rate today than ever before What are you doing to keep up with the changing demands of your customers Innovation has been on my mind this week because we at The Purple Edge have just launched our new Group Coaching Programme in response we believe to demand from the market Time will tell Many of you will know that one of my favourite quotes in marketing is from Peter Drucker Because its purpose is to create a customer your business has two purposes and two purposes only Marketing and Innovation So I got to thinking is innovation actually a separate being from marketing Possibly not in my view But as I looked further into innovation I came across a strong contender for my new favourite quote The sole purpose of marketing is to sell more to more people more often and at higher prices There is no other reason to do it This comes from Sergio Zyman now a writer speaker and consultant but formerly the Chief Marketing Officer at Coca Cola And famously the person responsible for introducing both diet coke and new coke the latter to reviews so disastrous that 77 days later they had to reinstate the original Actually the most interesting part of this story is about attitudes to risk and failure in innovation and marketing Sergio did indeed leave his job wounded but was re hired 7 years later And the final assessment of the Coke debacle was that it was a huge success the re introduction of old Coke had the effect the company was after a huge growth in sales and a reversal of share decline You can read more about the story of Sergio and Coca Cola in Fortune Magazine So you Fail Now Bounce Back here Right now you might be thinking so what What has a mighty brand like Coca Cola got to do with me Well as the article above clearly points out bigger risks do bring bigger rewards Understanding your own attitude to risk could give you real insight in your own approach to your business What risks have you taken lately Not stupidly it is pointed out that Coke could have given themselves a safety net although you might argue the publicity value of the failure gave them the real boost but using the wisdom you have about your market and your products Do you have the confidence to take a big decision and innovate to keep your company ahead of the game We re taking a small risk in the grand scheme of things with our new Group Coaching Programme but risk and innovation will definitely be addressed by anyone brave enough to take the risk to come along and invest in creating amazing marketing for their business add comment Social Networking what s in it for businesses Filed under Marketing by Sharon Wilding on 6 Jul 2010 The room was packed this Tuesday for the Canterbury Christ Church University Business Forum event on Social Networking thank you to all those who attended to hear me and Mark Zaretti of Sparticle Ltd aiming to open your minds to some of the possibilities that these new tools offer to business I was happy to admit I am a novice starting Facebook just a month ago you can see my first efforts here www facebook com thepurpleedge and Twitter not long before that but Mark had some inspiring and cautionary tales to tell about this relatively new phenomena Some people were more au fait with one or other of the tools and there was a healthy mix of cynicism and enthusiasm We were certainly not there to promise that social networking alone would bring untold riches rather that you need to be aware of the possibilities in order to be able to make an educated decision about how well Facebook Twitter LinkedIn etc might work for you And the numbers signing up show that more and more people some of whom are likely to be in your target audience are joining all the time As always before you start any marketing activity be clear about your business objectives goals that way you will find it easier to judge what is valuable and what is not But think more widely than the end game of just signing up new clients you may find greater success in finding suppliers or just boosting your PR As you might be grappling with some of the same issues I thought it might be useful to share with you the list of things that people most wanted to know as they set out on their journey to explore the brave new world How do I move from a purely personal user to a business user on Facebook You can do this slowly and there is no need to entirely separate your private life from your business life as long as you pay some attention to general propriety A good test is would you be happy for you Mum to see this People buy from people and social networking is a great way to show more of the personality of your business and help people feel they know and like you before trusting you with their business What is a Facebook business page With a business page you can ensure only business messages are published and can have different members of your team publishing and interacting on the site with those people who join you like you in Facebook speak They are a good tool for PR and customer service How can I target specific groups and manage my time There are add on tools and applications available and of particular use to businesses for example but not only Hootsuite that allow you to organise your contacts into groups search for keywords receive alerts if your business is mentioned and even schedule messages to go out across the day week And most of these work on mobiles too So you don t need to be online every minute of

    Original URL path: http://www.thepurpleedge.co.uk/blog/index.rhtm?first=150 (2016-02-14)
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  • Is your marketing working?
    results however because the more well planned and integrated your activities the harder it is to separate out their individual performance For instance a customer contacts you saying they ve seen your ad and wants to meet buy It might be that they noticed the ad because they read about you some months back in an article in the local paper that was the result of a press release you sent out They may also have visited your website and checked for information in the past but now are ready to buy And what happens next in the sales and delivery cycle may be a big decider on whether they ever buy from you again Which is why I say start with the big picture and check progress against this continually Use individual measures to adjust programmes to keep it all heading in the right direction At the end of the day you want to be able to stand back and say I did all these things spent this amount of money and achieved x against my objective Remember If you don t know where you are going any road will take you there If you re not sure where you are going then please let me know if I can help you work it out 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 7162 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

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  • Do you do Marketing?
    a marketing strategy and plan is just a grand way of saying you have written down some goals and some ideas on how to achieve them Perhaps most importantly this exercise can help you decide what you are not going to do when you are faced with too many options and never to be repeated promotional opportunities Realising that you are doing marketing is the first step to doing more and better The next step is to create your own strategy and plan Advice and help on doing this is available from most small business advisors for example Business Link or other marketing companies and is something I ll come back to in a later blog It does not have to be a fat wonderfully formatted document but it does need to be written down and referred to often to make it work for you So answer this honestly do you have a marketing plan for your business If not then I suggest you stop take a step back and create something that suits your needs Then you ll be able to say I do do marketing and you ll have the results to prove it 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 0480 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

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  • Off the Edge
    than you Once you have identified the opportunities and threats that the change in government will create you can then develop plans to exploit the opportunities and minimise the threats Remember there is always opportunity in change add comment Cultivating your Customer Contacts Filed under Marketing by Sharon Wilding on 29 Apr 2010 When it comes to marketing communication the most basic piece of advice I can give anyone is to establish a customer and prospect database and use it to stay in touch The proliferation of media and tools that you can use to establish and maintain contact has made this one task that is within the reach of even the smallest business you can make it as simple or sophisticated as you have time skills or inclination The key steps are Capture some detail for everyone that has contact with your company email is the absolute minimum as a customer or via marketing promotions websites networking etc in a database Why go to the effort of spreading the word and raising awareness about your business if you never know who is interested Use this information to improve your understanding of your marketplace and to keep your contacts informed and up to date on what you are up to it s not all about sales messages share your knowledge and expertise to build your company s reputation Make it easy for them to get back in touch with you and to pass on information to others Commit to this strategy for the long term don t stand still up grade and improve but stopping and starting erratically will not help you maintain a consistent presence in the market So when you are deciding whether to use email blogs Twitter Facebook etc build gradually and develop a routine you can handle Obviously in order to learn a lot from your database you need to be capturing more information about the customer their business their location and anything else that is specific to your market If you do go to all this time and trouble as you should then please make sure you use the database to help your decision making and to target your messages effectively to the different groups or segments within your base There are plenty of free or very reasonable database systems available on the internet now if you want to upgrade from just using your address book or a spreadsheet but they are at least a start Using automated systems have other advantages too If you are planning to send an e newsletter emails or write a blog then it makes sense to link it to a specially designed email marketing system that makes it easy to capture details send out your messages and track how many people are reading them The other advantage is that these systems provide an easy way for people to opt out of your mailings which you must provide if you don t want to fall foul of Data Protection Legislation On that note if you are creating an electronic database it is worth checking if you need Data Protection Registration you can find a really good guide to this on the Business Link website In today s communications rich world not staying in contact is an unforgiveable sin how far you take it is up to you Sit down and plan it out it could be the most cost effective marketing action you take this year And if you need any help then get in touch read comment add comment Why bother with a marketing plan Filed under Marketing by Sharon Wilding on 15 Apr 2010 Some might call it foolish but this week I attempted to get 20 small businesses to draft themselves a marketing plan in just 2 hours The seminar was hosted by the Canterbury Christ Church University Small Business Forum and I needn t have worried everyone was game and up for it and it worked even better than I hoped Clearly a plan produced in 2 hours is only a rough draft but getting off the mark is often the hardest part And from the feedback everyone managed some sort of penny dropping moment that would change what they did next back at the office I was at pains to stress that it is not having a beautifully polished plan that is most essential especially if it stays in the drawer just forcing yourself to do the thinking that is involved in creating a plan can make a big difference to how you focus and prioritise your resources i e work out what you should really be spending your time and money on to get the results you want to see True for any planning process but a marketing plan is differentiated from other business or financial planning by the fact that it is externally rather than internally focused relating directly to your market and your customers Planning is something that few people I meet relish having to do indeed I know that some of you would run a mile in the opposite direction rather than be forced to create a plan But deep down we all know it is something we should be doing something that could help us avoid other potentially very expensive mistakes In the seminar we worked at a very fast pace through the main areas that comprise a marketing plan information about the business analysis of the market and the Marketing Mix action plan product price place and promotion that can then be created While I know promotion is the area everyone wants to get to in their marketing it is deliberately last on the list because the decisions you make about your promotions after completing the thinking and analysis stages will be so much better and will undoubtedly help you avoid expensive mistakes I m confident that we proved that with just 2 hours planning you can make a difference but I m now looking forward to when we all meet up again in 6 weeks time to share how much more progress everyone has been able to make and what impact their plans are already having on their business I ll keep you posted read comment add comment Know your marketing numbers Filed under General by Sharon Wilding on 31 Mar 2010 Clients either look at me with horror or stare glassy eyed into the distance when I ask them about the numbers that drive their marketing decisions And I recall at university that the analytical methods for marketing was one of the least popular modules People think of marketing as fluffy creative stuff but the reality is that numbers and analysis should underpin all your activities While I accept not everyone will take to this subject with equal enthusiasm I do venture to suggest that you work out which numbers are the critical measures for your business Here s a quick run through of some of the main contenders not exhaustive by any means but something to get you started 1 Targets Marketing activity should support the overall business goals you set for example revenue and profit in 1 year 3 years etc From a top level financial goal you can make some assumptions about the numbers of customers this represents how much business will come from new and how much from existing customers how many leads you need to generate and ultimately how much budget you can afford to invest in your marketing to achieve these targets 2 Profitability The marginal profit you make per customer or per transaction is a critical piece of information needed when setting your prices Is it better to sell less at a higher price or do you make more money at a set volume What cost per customer or sale can you afford to sustain in your business How can you develop your product or service to add value and drive up your margins 3 The Market Define your market and you can work out how big it is in revenue and customer numbers Important if you don t want to find your targets mean you are after a very large slice of a very small pie Knowing the size of the market means you can estimate your own market share current and targeted and if you have enough knowledge of your competitors how well you are doing compared to other players in the same field It also determines the strategy that will work best for you in your sales and promotions 4 Sales Process What is the average lead time for conversion of your prospects into sales This can be crucial in planning for high value contracts where decisions can take a very long time Conversion rates can tell you how effective your sales dialogue is and identify areas for improvement as well as how good the quality of the leads are that you are generating Not forgetting of course data on cancellations if your business relies on ongoing revenue from an installed supported customer base these may be telling you that you need to make improvements to your product service 5 Promotions I can t hope to describe every number that you could be capturing and analysing related to your marketing campaign activity but the rule is whatever you are doing take some measurements You ll know of course that one of the things people love about online or electronic communications is the way you get so much data and information about how they are working so use it Make sure you have analytics on your website so you know what visitors do when they get there ensure you can track your newsletters and emails click through rates and remember to record how your customers eventually come to you For every method you use to promote your company there is a means to measure it unfortunately some routes are only available if you have the money to invest in research so you will have to add some intuition to the measures you can make No harm in that the best campaigns work through layering i e using more than one route to enter a customer s consciousness which means it is harder to isolate the impact of any individual element Measures of promotions success will allow you to work out your ROI return on investment and help you see if you are spending wisely when it comes to marketing in order to hit the targets discussed in point 1 above They say knowledge is power and data can give you knowledge ergo so take time out each month to know your numbers and make better decisions read comment add comment What business are you in Filed under Marketing by Sharon Wilding on 11 Mar 2010 Whether I m coaching a new client in marketing or creating a programme for them one issue that we focus on getting straight right up front is what business they are really in As I boringly say time and time again marketing is about focusing on the customer so describing your business from the customer s viewpoint rather than your own is an important place to start The answer is not about what you sell it is about what the customer is looking to buy Take some everyday examples Do you want glasses or do you want to be able to see Do you want a drill or do you want a hole in the wall Do you want to rent a flat or do you want a new home Do you want a photographer or do you want to capture the memory of your wedding kids etc Do you want a personal stylist or do want to look good You get the idea At a recent seminar on Successful Selling presented in conjunction with Ben Turner of The SalesPro Online Magazine our delegates struggled as so many of us do to articulate their features in terms of benefit to the customer But turn it around and focus on what the customer is really looking for and the question is slightly different Not just what benefit does your product service deliver but is it one that will make a difference to a customer and not just one customer but hopefully a whole group of them If you can t offer a benefit the customer is prepared to pay for do you have a viable business anyway The answers will help you communicate the difference you can make but will also drive innovation in your products and services Thinking too narrowly about what you do can put you out of business when the markets move on for example companies that think they are in the business of CDs but are really in music are going to be put out of business by the downloading of files If you re not sure what customers are really looking for or what they want from whatever you provide then the best thing is to ask the question You can ask your customers ask the people who chose not to buy ask friends family business contacts Talking it through will help you crystallise the answer to the question what business are you in Armed with that information you can develop your offerings and marketing promotions to present your customers with something they will really value something that will solve their problems more effectively than any competitors can What business are you really in read comment add comment Why most marketing fails Filed under Marketing by Sharon Wilding on 22 Feb 2010 This week I m delighted to welcome a guest blogger Neil Edwards from The Marketing Eye If I had a pound for every time I d heard someone say we tried marketing once and it didn t work I could have retired long ago Not only does the phrase betray a lack of understanding of what marketing really is it is often a reliable indicator of how the fateful marketing programme will have been run in the first place Despite many advances in knowledge and information sharing marketing remains one of the least understood of the business disciplines Shrouded in mystery and slippery in its accountability it is a topic that everybody has an opinion on and most people believe they can do better than the marketing department Marketing isn t rocket science nor does it demand significant creativity or originality albeit a little imagination helps Largely it is a matter of process understanding of the human psyche and persistent effort otherwise known as hard work Most marketing programmes operate like this A marketing campaign will be sent out The target buyer will respond or not most often not Any orders will be followed up hopefully and the remainder will be discarded and forgotten This formula applies whether we are talking about a direct mail campaign e shot advert trade show or any other form of marketing Is it any wonder that responses are typically way below 1 and that there is no return on investment To run a marketing campaign in this way borders on insanity No regard is given to the buying process and little respect is given to the intelligence and needs of the buyer In other words the campaign is not buyer centric In earlier posts I have referred to Jolles model of the buying process and the stages that we all go through when considering a purchase The stages apply whether it is an impulse buy or a major capital investment all that changes is the speed with which we go through the phases and potentially the number of people that will be involved in the decision If we take a step back for a moment it is clear that the buying process is highly sophisticated The buyer operates under a whole range of influences Past experience Peer group comment Social media Google searches Webinars Seminars Events Advertising direct marketing While advertising and direct marketing still has a role we as buyers are much more resistant to it We like to feel that we are researching and finding our own solutions and only want to engage the sales person in the final stages of the buying process when our mind is pretty much made up An intelligent marketing programme therefore needs to take account of the buying process and run like this The buyer will be engaged at all stages of the buying process with methods and content that are appropriate to where he or she is in the cycle In the consideration phase which may be conscious or unconscious we need to be educating and informing to stimulate interest This could be with White Papers blog posts and press releases or indeed with advertising and direct mail it is the content that is important not the medium of delivery which should be varied Once the buyer has decided to act he or she will then start to work out exactly what they want from their purchase Case studies product sheets and seminars can be useful in this phase When the criteria are defined the buyer will then start to look for solutions to meet those needs Past experience peer group recommendations and web searches will all come into play If our previous engagement programme has been successful we will be firmly on the consideration list and potentially the only name on it The process of converting a prospect into a client can take many months years in some cases Jolles tells us that we spend 79 of our time in the consideration phase umming and ahhing over whether we have a need or not Our marketing contact programmes must therefore be multi faceted and continuous Of course the process doesn t stop when our product or service has been selected We need to keep engaging the client to make sure that our solution has properly met the need and then stay in touch to ensure retention repeat purchases and up sell

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  • Off the Edge
    honest The reason that people are professionals and experts in public relations design writing advertising etc is that you need to be a specialist and have experience to stand the best chance of getting it right Design and copywriting are key areas that I see businesses struggling with when they opt for the DIY route rather than engaging a professional Be honest Even if you can learn the technical skills to build your own website or use desktop publishing software to produce your leaflets do you have the creative flair and talent of a trained graphic designer I know I haven t And if you haven t it will show reflecting poorly on your brand and the overall impression you are conveying to your customers Many small business websites look too obviously homegrown There are many freelance designers to choose from and their time tends not to be extortionately priced but the value reflected back into your business through good design can be priceless Writing is an easier skill to acquire and is something that I think I m not bad at But my range of styles is limited and it takes me a long time agonising over how to say something in the right way Much better that I spend my time on the things that I do very well and engage a professional writer where it really counts for the press for example or for email marketing getting back to what is cheap and therefore deceptively easy If you get it wrong or waste your time then marketing on the internet can definitely be expensive just as much as any other marketing activity Any spend on marketing should be seen as an investment in the growth of your business rather than as an expense and the budget managed accordingly to deliver value focused around customers and objectives And that is true whether you do it yourself or pay someone else to do it for you add comment Marketing Myth 4 In a Big Enough Market You Can t Fail Filed under Marketing by Sharon Wilding on 19 Oct 2009 Or do you just fail in a bigger way The danger in a big market i e one with lots of potential customers for the product or service you are offering is that everything else is bigger too That includes the competition and the cost of getting to all those customers The size of the market undoubtedly gives reassurance that the market exists remember if no one else is doing what you want to do there could be a good reason but even if you have limitless resources chances are you will be more successful focusing on a smaller niche within the bigger market Working out which niche you are going to focus on is the first step to success A niche is identified by the specific characteristics of the customers you are targeting rather than in terms of the product attributes For example if you sell ecommerce websites the niche is customers who want to sell online When I am coaching or meeting new clients the first thing I do is ask them to describe their customers in detail The extent to which they really understand who might buy from them and why tells me a lot about their approach to marketing So no surprises I ve said it before all of marketing and business starts with the customer It is an excellent exercise to try and write down everything you know about your customers Visualise them in the place they live or work and where your product or service will help them most Where are they environment location geography Who are they age gender profession lifestyle What problems are they facing that you can help them solve What options do they have How might they go about finding a solution to their problem How can you make it easy for them The things you learn from this exercise should feed into the marketing decisions you then make about product price place and promotion And if you find you don t have enough understanding about your target market then you must take steps to learn more indeed you should never stop learning about what makes them tick as it will help you stay ahead of the competition anticipating their needs before they know themselves How do you do this It will depend on the scale of your operation and budget available but it does not have to be expensive Talk to your existing customers regularly or get out and meet potential customers informally Sound out your ideas and listen to the feedback Don t just listen to satisfied customers If you lose a customer take the trouble to find out why it could be something you can easily fix and either win them back or at the very least stop more customers going the same way Create lots of opportunities for customers or enquirers to give feedback about their experiences Even if they don t avail themselves of the opportunity you will create a positive impression by being open to receiving comments For larger populations use market research surveys to give you more quantitative data on your subject Or use the resources of the internet to look for communities or fora where they might be discussing issues pertinent to your business Without customers you have no business learn to love them and nurture them if you want to be successful whether they exist in the 10s 100s or 1000s You might also want to read my previous article on this topic Know your niche read comment add comment Marketing Myth 3 You have to have the best product to be number one Filed under Marketing by Sharon Wilding on 5 Oct 2009 Does the best product always win the most business customers A popular marketing buzzphrase is USP unique selling point or proposition but do buyers really seek uniqueness It is easy to get hung up on uniqueness and differentiation in your product or proposition to the detriment of other aspects of the customer experience Or in other words by not getting the basics right in meeting customer needs wants Most famously when people talk about battles between products they cite Betamax vs VHS Sony s Betamax format is claimed to be the better technology while JVC s VHS won the war for dominance by simply making it easier for the customer to get hold of and use their product Sony believed I don t know why that higher quality recordings would be the key to commercial success for Betamax Whereas JVC recognised the public s attraction to being able to watch films at home whenever they wanted and gave them what they wanted Meeting consumer needs the bottom line of marketing Betamax vs VHS may be an extreme example But it illustrates the point that you need to understand your customers well in order to meet their needs Although this may be easier than it sounds as their needs might be quite simple In their book Simply Better http www simply better biz Patrick Barwise and Sean Meehan argue that the emphasis on differentiation has gone too far and that all customers really want is a quality product reliable service and value for money If you can deliver these consistently better than your competitors then you have the advantage They believe that while unique might be exciting and appealing it doesn t drive business success It s a controversial position and not without its dissenters among marketing academics but it is an attractive one for small businesses as it encourages focus on small improvements and innovations that are within your influence At the core of your product you may have a technology or process that is no different to anyone else but concentrating on the things you can control from initial contact to invoicing and after sales can be where you score your winning points You should never be complacent or lazy to keep on innovating never too proud to borrow ideas from others and never underestimate how that small change might translate into a big advantage Question every aspect of delivering your product or service and ensure that you do each step to the best of your ability and while your product may not be the number one in the market you will increasingly delight your customers and be sure to stand out from the crowd read comment add comment Lessons from English Wine Filed under Marketing by Sharon Wilding on 22 Sep 2009 Once again I am going off piste and skipping the next instalment of Marketing Myths I am following my heart rather than my head because I just wanted to share my recent visit to Chapel Down Winery www englishwinesgroup co uk in Tenterden Kent with you The event was hosted by Frazer Thompson their MD and organised jointly by the IOD and CIM Aside from the obvious lure of drinking free wine I was attracted to this event by curiosity about how the fortunes of a small English vineyard had been transformed from the butt of jokes to the largest producer of English wines in the UK completely changing the perception of England as a winemaking country While Frazer was clearly brought in in 2001 as a big hitter and potential saviour he was previously Global Brand Director at Heineken and before that a director at Whitbread ultimately it was his disciplined approach to improving their marketing that saved them from bankruptcy The inherent potential from passionate skilled people producing a high quality product had to be developed into a total package appealing to the right customers to make it commercially viable Frazer outlined some of the critical ps of marketing that he and the team addressed immediately Product An uncompromising focus on a quality product that they could be proud of producing was the first step developed to be recognised and appreciated by the wine drinking population in England This meant they had to take the painful decision to pour away any remaining stocks that while perfectly drinkable did not meet these criteria Price The price of a wine is directly related to the value consumers put on the product so Chapel Down increased their retail price 3 fold Pricing too low simply meant they would not be taken seriously as a competitor in the quality wines market Place Being seen in the right restaurants and endorsed by celebrity chefs was a major plank of their strategy to be taken seriously and earn respectability Ultimately earning a place in the quality wine section of the major supermarkets Promotion The key tool used was Public Relations as it gave a voice to a wide range of respected writers and publications and supported the aims of building recognition and recommendation for the wines People Skill expertise and dedication were already in evidence when Frazer joined the vineyard And he identified 2 more ps that he could tap into pride and passion Without these none of the above would have been possible Underpinning all of the above was the decision to build a strong brand around Chapel Down winery identifying values that tapped into its very Englishness The way the brand has grown and used to influence every aspect of the business was evident as I toured the vineyard and Frazer stressed how every member of the team was expected to live and breathe the values and to contribute to developing the brand still further Frazer was able to bring some important lessons with him from the world of big brands at Whitbread and Heineken not least that structure process and discipline are just as vital in a small company if you want to achieve great things The bottom line is the winery is now thriving and expanding and has earned a highly respected place in both the wine community and the buying public Since Frazer joined English Wines he has raised the profile of English wine to such an extent that demand vastly exceeds supply with sales having trebled and the wines winning many international awards Even as a visitor the brand values rub off and it made me proud to be English A fascinating evening and the wine was good too read comment add comment The Moral Maze of Marketing Filed under General by Sharon Wilding on 7 Sep 2009 You may or may not have noticed but I followed the example of the French this summer and took the whole of August off I ve thoroughly enjoyed the brilliant summer we ve had here in the south east but I have to confess it is hard to settle back at the desk when the blue skies are still taunting me through the window However now I am back I am making a short departure from the marketing myths series I started because I am driven to write about my distress at the way I have seen marketing portrayed recently mostly because the bad press seems to be warranted Marketing a generic term written and spoken with a sneer or a metaphorical spit on the ground and conjuring up pictures of sharp young execs in global organisations or ad agencies it seems is behind many of the ills in society be that obesity anti social behaviour or the breakdown in communities I ll give just a couple of examples I was watching a TV documentary recently about how little consumers understand of what goes into their food An experiment was carried out with the help of a design agency to prove that with the right packaging naming and imagery marketing could convince the buyer that the item a meat pie in this example was wholesome and trustworthy This despite the fact that the small print ingredients list identified the contents as reclaimed meat and gristle combined with a cocktail of flavours and preservatives And I have recently read Toxic Childhood by Sue Palmer who sets out to explain why so many children these days suffer from learning difficulties and disruptive behaviour and why society as a whole should care about this Her hypothesis sets out a complex interaction of different factors but behind many of them is the evil hand of marketing As in the previous example marketing can convince the unwary public that they are buying good wholesome food while actually creating very unhealthy eating habits And children are specifically targeted as an audience to create pester power for foods toys games and all manner of merchandise linked to film and TV characters All of this left me feeling quite shamefaced about my profession While I don t believe there is a malicious or evil intent behind these activities I do think that the profession of marketing needs to take responsibility for the long term repercussions of its actions While the marketing folk involved may justify what they do on the grounds of consumer choice and meeting real needs for speed convenience entertainment etc the evidence is now mounting that there are downsides to our fast paced lives and that we cannot assume that we the public do have the information or the inclination to make fully informed choices The convenience of ready meals and TV dinners has been shown to be responsible for the decline in families eating together which in turn is leading to breakdown in communication skills and family life Not something that was foreseen at the outset I m sure But we should remember that markets are not passive or static Consumers or the market can also play a stronger role in this process by demanding better controls and more honest information on products and packaging Government may also need to play a more authoritative role Ultimately being an optimist by nature I am hopeful that marketing will respond to this problem by recognising the real needs of society and developing and promoting products that will reverse these negative trends There are some small signs of the start of this process through the introduction of healthy options and games that encourage active rather than sedentary lives e g Wii fit which putting cynicism aside is a step in the right direction In the meantime my personal experience with working with many marketers in businesses in the UK is that they have integrity and honesty in abundance So I shall hold my head high and continue to defend marketing as an essential and positive aspect of our market economy add comment Marketing Myth 2 Customers don t like being contacted too often Filed under General by Sharon Wilding on 23 Jul 2009 When I talk with clients and bring up the subject of how and when they stay in touch with prospects and customers most people look at their shoes and mumble something about not wanting to be a nuisance And of course setting out to annoy your target audience is likely to be counterproductive But the problem only really exists if want you have to say is unwelcome which probably means irrelevant to their needs I don t know the origin but I often hear it quoted that it takes 7 contacts to convert a customer And I recently heard that 90 of leads captured are followed up less than 4 times leaving a fair amount of untapped potential sitting in those leads Contact can be in many forms reading about you in the press seeing adverts phone conversations mail newsletters post or electronic not just a simple repetition of the same message and media But each contact is an opportunity to grow awareness of your brand understanding of the value you can offer and ultimately to increase sales So the question is what is too often And the answer as always is it depends It depends on whether you have something new or interesting to say or offer it depends on the type of product or service you sell it depends on likely frequency of purchase

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  • Off the Edge
    a direct contribution to their profits Which got me thinking why should this effect be limited to painkillers Maybe we are all similarly affected by the branding on most things we buy although most of us would be loathe to admit it If this is true then it is something that all businesses large and small would be foolish to gloss over At its most simple a brand is the logo that you have for your business but even at this level it can be easy to be slapdash about how you implement it Logos do not have to be complicated or clever it is much more important to ensure that you adopt a consistent approach to use in the design of websites business cards leaflets livery etc This is not about how much you spend it does not have to be expensive but it does require conscious attention to detail I see far too many examples among small businesses in particular but not exclusively where it is clear that different items were produced on different days of the week by different people in better or worse moods Of course you can delve much more deeply into your brand your company image the values it does convey or you intended it to convey and how you ensure every member of your organisation delivers the brand promise in every activity you perform for your customers Branding is a specialist field of marketing often seen to be a bit of a black art and often subject to criticism How many times have you seen the stories in the press about how some major corporation like BP has spent millions on updating its logo And how many times have you wondered what was the point who can tell the difference anyway Well now you know how deeply the branding can be affecting the customer s opinions behaviours and beliefs I don t know what the profit margin is on a branded painkiller that has the exact same make up as the cheaper unbranded version but looking at how much higher the retail price is I would suggest that the cost of the branding must surely be worth it Bearing all this in mind I suggest you stand back and take a long hard look at how well your brand is working for you Ask others for their opinion Does your brand suggest as for the painkillers a professional expert product that will deliver a more effective service than your competitors and that is worth paying a premium for Or is your business or product looking tired and shabby in need of a tidy up Whatever you decide to do don t just dismiss it as marketing mumbo jumbo when it could be making a real difference to your bottom line add comment Ugly Marketing Sells Filed under Marketing by Sharon Wilding on 27 Apr 2009 I have just returned from a family holiday in Florida we thought we should do Disney before the boys got too old to marvel at it and while there is much that I admire and love about the USA school buses turning right on red and happy hour included I must confess that I do NOT love the in your face commercialism that pervades America is of course the grand daddy of marketing and the art is well researched and developed I have no doubt that the reason that they pursue the loud and bright and direct whatever the media is that it works It seems that much as I am turned off by it he she who shouts loudest does sell more American methods are of course not confined to their shores On my return I had several pieces of post from a self styled marketing guru in the UK inviting me to a not to be missed seminar for entrepreneurs guaranteed to make me richer just by attending One of the letters was 8 pages long and no I did NOT read it Although I did scan it in amazement that he could stretch his message out over so many pages and in the interests of research of course And on the whole I did not believe it and was not tempted to stump up 1500 to attend I say on the whole because it is hard to maintain your initial dismissive attitude in the face of letters CDs and postcards telling me how mad I am to resist My curiosity was aroused and I started to think well what if I am wrong Maybe this is worth looking at What if I am missing out But the truth is I know I would hate it the evangelical sell is not for me However it must be right for enough people to make it worth this company expensively contacting me time after time there are emails too by the way I have only myself to blame of course because I put myself on his mailing list And I should admit that I am being a marketing snob and that I realise that I am clearly not representative of all the people that could be in the market for this service and that for some maybe many this works And that maybe he does deliver wisdom that leads to riches In which case I will stay poor I was reminded then of a blog that I read just before we departed talking about the use of long copy on the internet The message was the same it seems crazy but long often ugly copy works Long copy isn t new to the web Decades ago successful direct mail copywriters like Gary Bencivenga and Gene Schwartz noticed that the more you told the more you sold In other words the more relevant compelling information they could cram into a piece of physical mail the more likely it was that the customer would buy Bencivenga in particular liked to push things to almost absurd extremes with direct mail pieces called magalogs which were sometimes nearly as long as the books they were designed to sell The blog which you can read in full at the Copyblogger site actually goes on to say that the internet is moving on from the long and ugly to providing the depth and breadth of information in more sophisticated ways while a more recent blog seemingly contradictorily talks about short attention spans and the need to make your point quickly But for me the important lesson here is not to make an assumption that my personal views and preferences are any kind of guide to those of others In the end it comes back to the basic rule know the customers you are targeting and test as much as you can assume nothing without evidence I d love to know what works for you leave a short comment on the blog add comment Exhibiting positive energy Filed under Opinion by Sharon Wilding on 6 Apr 2009 Last week I attended Kent s flagship business exhibition 2020 Vision organised by Business Link The day got off to a great start with a talk from travel writer Simon Calder forecasting great things for Kent as we prepare to welcome families staying for holidays in the UK and visitors from overseas flocking to spend their cheap pounds I then did my stint on the Chartered Institute of Marketing stand but as I wandered around through the course of the day I was struck by the really positive buzz from everyone there No signs of doom and gloom it seems that Kent businesses are rising to the challenge with gusto I really hope that everyone who invested the time and effort to attend got great results and if you were there and want to let us know you can leave a comment on the blog on the highs and lows but I did also wonder how some people would judge their success And how many of them had set clear objectives for their presence and investment on the day The simple answer of course is that they wanted more business sales of whatever they were offering But a business exhibition is not generally about direct sales Many of the stands were overwhelming with the number of messages they were trying to deliver with the likely result that potential customers were scared away rather than attracted to make an enquiry And why so many sweets Who decided it is mandatory to have sweets on your stand and that they will attract the right punters I suspect they are really there to keep the exhibitors blood sugar up during what is certainly a very long day I am also puzzled about how well the universal champagne prize draws work Once you have a random bunch of business cards what are you going to do with them There is no easy way to tell if they are really in your target market Once again leave a comment and let us know if this worked for you The time and cost of exhibitions can be great so it is important not to forget the fundamentals of marketing in the excitement of a live event Set clear and specific objectives up front These might be around branding visibility and awareness market research or sales leads but the clearer the focus on a particular segment of the audience with a strong and direct message then the greater the chance of success and that you will know how well you have done One great example of enterprise was the group of businesses from Tunbridge Wells who banded together to take a large well positioned stand under the billing of the West Kent Partnership The nine complementary businesses had a more spacious flexible and cost effective presence than they could have achieved separately particularly as they were able to support each other in directing enquirers to a colleague who could also help All in all I found 2020 Vision an uplifting experience and I m already looking forward to next year which can only be better as we hit the promised economic recovery in 2010 add comment Snake Oil and Marketing Filed under General by Sharon Wilding on 23 Mar 2009 We live in an age of hype where exaggeration and extreme claims get you noticed And marketing is unfortunately one of the major culprits Everyday I am invited to learn the next guaranteed way to make millions on the internet how to attract more customers than you ll know what to do with or why some new idea or technique will change my life And I meet many people who set themselves up to sell expertise that scratch the surface they don t really have Does owning a camera make you a photographer Does being able to hold a pen make you a writer Does advertising make you a marketer Those peddling Snake Oil make a convincing case Despite the impression you might get marketing is not a set of mystical spells to cast over your customer base Generally the concepts are based in common sense but require insight and experience of customer behaviour and emotions to make them work The reason I am dwelling on this subject is that I am preparing for the CIM Chartered Institute of Marketing Simply Better Marketing seminar this week We re running sessions with Business Link and Christchurch University to help Small Businesses get better at marketing and we re using Chartered Marketers to deliver the presentations and follow up with attendees And in the course of doing this we aim to get greater recognition for this little known professional qualification and the confidence it gives that we know what we are talking about Choosing a marketing supplier to trust or even how to select marketing staff can be a minefield particularly given the tendency to outrageous claims as above But it is not all Snake Oil You need to look for depth and breadth of real experience as well as appropriate qualifications Chartered Marketers have not only to prove they have the background knowledge in marketing in order to receive the award but they have to maintain it through continuous professional development 35 hours annually We seem as a society to be continually de valuing the concept of hard work I certainly notice it with my own children who berate me for working too hard The idea that you need to learn how to do something and then gain practical experience and true expertise by applying it over time is laughed at But in truth nothing is that easy Despite the hype we all know there are few overnight successes or ways to get rich without breaking sweat Or we d all be millionaires by now My advice is cultivate a healthy scepticism and look beyond the headlines to look for evidence to back up the claims If it sounds too good to be true it probably is From Wikipedia Snake Oil is a traditional Chinese medicine used to treat joint pain However the most common usage of the phrase is as a derogatory term for compounds offered as medicines which implies they are fake or ineffective The expression is also applied metaphorically to any product with exaggerated marketing but questionable or unverifiable quality or benefit add comment Improving responses from digital marketing Filed under Marketing by Sharon Wilding on 9 Mar 2009 Whether it is your email or website that you want to increase response from the key piece of advice is to test test and keep testing And the beauty of electronic communications and the internet is that it is so easy to measure what is happening to implement changes and to see if you are improving or not Good advice but how many of us take the time to follow a proper testing strategy I felt distinctly uncomfortable as I sat through the seminar by from Craig Hanna of the digital marketing community Econsultancy organised by the Kent branch of the Chartered Institute of Marketing The session was fast and furious and jam packed with advice on where to focus most of your efforts in your digital campaigns You can t go wrong applying the trusty 80 20 rule focus on the 20 that will give 80 of the results It s obvious I know this But I don t always do it According to Craig internet marketing is about the survival of the easiest but you should never assume you know what is easy you should instead ask and test what your customers really do when sat in front of your website This was a great tip Usability testing done by a specialist agency may seem out of range for most companies but Craig suggested that it does not have to cost a lot of money If you can get a good sample together from friends and neighbours probably including your Mum rather than your teenage kids you can carry out your testing for the cost of a few drinks and snacks Watch how they move around the site whether they know where they are and can find what they are looking for easily With email marketing the quality of your customer data and ability to segment and target is critical to getting a good response but testing once again is the most important tool in your kitbag Measure who is reading and acting on your emails and test different subject lines introductory paragraphs and even the timing of your mailing to see which has the best impact on results Craig s tough love message was to clear out the clutter on your database The emotionally unsubscribed are those who never open your emails but can t be bothered to physically unsubscribe They have no value and just serve to make your response rates look poorer The best way to declutter is to devise a strategy to tempt them back or cut them off It s the old adage quality is better than quantity When it comes to search engine optimisation once again Craig emphasised the importance of measuring and testing to improve results And knowing your customer of course what will they be searching for There was a salutary lesson from Bupa who once upon a time decided they were a membership organisation not an insurance company and so removed the word completely from their website Customers of course thought differently and Bupa ceased to feature in their search results If only they d tested it first read comment add comment Keep the customer satisfied Filed under General by Sharon Wilding on 25 Feb 2009 I m just back from the first of the seminars I am organising with the Chartered Institute of Marketing Business Link and Christchurch University this one on the importance of focusing on satisfying customers to grow profits The audience was made up of small local businesses and they all agreed it was useful to take time out from running the business to think a bit more deeply about managing the business In the session lead by Sharon Cox of Balfour Beatty we were at pains to point out my personal mantra that marketing is not just about advertising Once you stop being busy and step into the customer s shoes you realise that almost every aspect of your business is about marketing That there is a long list of opportunities that you have to influence customer s perceptions and the impressions they have of your company and your products and services That not just you but everyone in your company needs to take responsibility for marketing Every touchpoint in your business is an opportunity to delight or dismay a prospective or current customer You only have to think about your own experiences to know it s true Little things like how you your people answer the phone how prompt and courteous everyone is how easy your instructions are to use how you deal with complaints how clean

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  • Exhibiting positive energy
    live event Set clear and specific objectives up front These might be around branding visibility and awareness market research or sales leads but the clearer the focus on a particular segment of the audience with a strong and direct message then the greater the chance of success and that you will know how well you have done One great example of enterprise was the group of businesses from Tunbridge Wells who banded together to take a large well positioned stand under the billing of the West Kent Partnership The nine complementary businesses had a more spacious flexible and cost effective presence than they could have achieved separately particularly as they were able to support each other in directing enquirers to a colleague who could also help All in all I found 2020 Vision an uplifting experience and I m already looking forward to next year which can only be better as we hit the promised economic recovery in 2010 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 4088 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

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  • Keep the customer satisfied
    is always right because whatever they tell you is what they perceive to be true Maybe you mislead them unintentionally of course However if you find they have got the wrong idea you then have the opportunity to put it right Satisfied customers keep coming back for me and can recommend you to others But remember dissatisfied customers will tell even more people so ignore this aspect of your marketing at your peril The next two free breakfast seminars are on pricing 25 March and promotion 30 April If you re in the Canterbury area and fancy coming along you can find details on my website or can book at www eventskent co uk 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 9030 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

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