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  • Off the Edge
    the genre and came across this quote which I have confirmed is from Peter Drucker Because its purpose is to create a customer your business has two purposes and two purposes only marketing and innovation Marketing and innovation make you money generate sales produce profit Everything else is an expense So what could be more important than putting in the effort to getting your marketing right Here are some simple first steps to getting your marketing act together What market are you in Take a good hard look at the customers you are targeting How has it changed recently Is it growing Shrinking Is it still right for you Revisit the products you offer into this market Are you meeting real needs and offering good value Remember we don t always go for the cheapest price Look after your existing customer first as they are your best and most reliable source of business Understand how they are being affected and what you can do to help them solve their problems Update your marketing plan in line with what you have learned in steps 1 3 You may spot new opportunities and may realise you can stop things that are not working for you In times of crisis the strong survive make sure you are one of them add comment Is your marketing working Filed under Marketing by Sharon Wilding on 19 Sep 2008 If you re going to invest time and energy in anything then you want to know that it is bringing you just reward But measuring the effectiveness of marketing activities can be a tricky business I have read some long and boring books on the subject most of which can be summarised as there s no easy answer And the greater the number of things that you do the harder it is to isolate which of them is making the difference While it is tempting to dive into the nitty gritty of collecting data and analysing costs per customer I don t believe this approach will ever give you the full story Because marketing works across every aspect of your business and because it deals with creating emotional and intangible reactions in unpredictable humans only the biggest businesses have the funds to invest in detailed measurement across the board For most businesses I would advocate mixing a logical approach with a more intuitive and instinctive one be prepared to recognise that some things you will not be able to prove are working but you ll do them because you know in your gut they are the right thing to do In actual fact the first issue that comes up when I talk to people about measurement and results is that they are not really sure what results they expected to deliver in the first place Your business goals may be aspirational e g to be the leading supplier of x in the South East but your objectives need to be SMART specific measurable achievable realistic and timebound Typically you might set an absolute or growth target for revenue profit or market position share So a good objective might be worded along the following lines To grow revenue from 100 000 to 200 000 at 20 gross margin by 2010 All your business plans should be built to deliver this objective be they marketing finance or HR Knowing what you can afford to invest in terms of marketing budget before you develop your marketing plan will help you make difficult choices about which activities will be most effective from across the mix product service improvements pricing offers or discounts new distribution channels or promotions If you then work through your marketing plan systematically then you will have a clear set of activities to focus on and against which you can set lower level objectives along the lines of numbers of visitors to the website responses to ads etc Once again beware how you interpret these 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 add comment How many Ps in Marketing Filed under Marketing by Sharon Wilding on 26 Aug 2008 I mentioned before how important it is to have a marketing strategy and plan no matter how small your business if you want to grow But it can be hard to know where to start A framework you might find useful for part of it and that you might have already heard of is the Marketing Mix or 4 Ps It was back in the 1960s that Professor E Jerome McCarthy of Harvard Business School identified and neatly labelled the key elements of the Marketing Mix product price place and promotion Over the years new Ps have been added seeking to improve the way the mix works across all markets

    Original URL path: http://www.thepurpleedge.co.uk/blog/index.rhtm?first=190 (2016-02-14)
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  • Sales & Marketing - Friend or Foe?
    earlier but it emphasises the importance of looking at the end to end customer experience That means reviewing every touchpoint the customer has with your organisation in the press in signage in signage on the phone by email in packaging invoicing Every aspect of your business At each and every point you need to demonstrate your ability to deliver the value the customer is looking for Successful marketing will drive successful selling but could all come to nothing unless the two disciplines are working in tandem A healthy tension can demand improvements from both sides but too much tension can sabotage results What s the relationship between sales and marketing like in your team 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 9354 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

    Original URL path: http://www.thepurpleedge.co.uk/blog/detail.rhtm/565118/sales_marketing_-_friend_or_foe_.rhtm (2016-02-14)
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  • Bring on the recession!
    right for you Revisit the products you offer into this market Are you meeting real needs and offering good value Remember we don t always go for the cheapest price Look after your existing customer first as they are your best and most reliable source of business Understand how they are being affected and what you can do to help them solve their problems Update your marketing plan in line with what you have learned in steps 1 3 You may spot new opportunities and may realise you can stop things that are not working for you In times of crisis the strong survive make sure you are one of them 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 1580 Please enter the 4 digit code above into the following box We re sorry about this but we need to do this to prevent our site being abused by people looking for free advertising required fields Past Blogs search Oct 2015 Top 10 Product Naming Tips 23 Oct 2015 19 50 I m working with a client who is launching a new product next year They know what it is what it Aug 2015 Is Marketing essential for success 7 Aug 2015 11 11 Strange that having spent so long trying to show clients how much more there is to marketing than Jul 2015 Christmas is coming 27 Jul 2015 20 40 It s July The weather might lead you to conclude differently but it s the middle of the British Do you have a personal brand 10 Jul 2015 16 25 Jim s post of a couple of weeks back about getting on and doing stuff brought to mind a discussion Exhibition Time 3 Jul 2015 21 33 Next Tuesday 7th July the Kent Invicta Chamber of Commerce are holding the annual Kent B2B June 2015 You know what you need to do 25 June 2015 22 58 I was with a coaching client this week and in the middle of the session she said something that I The 1 sin in content marketing mea culpa 15 June 2015 21 27 I m just home from a day s training in the latest in digital marketing strategy and I m racked Mar 2015 One to One Personalised Marketing should be the norm for all businesses So why aren t more companies stepping up 20 Mar 2015 19 06 Personalised marketing campaigns driven by online data collection are fast becoming a key Feb 2015 The businesses who missed the point 18 Feb 2015 15 31 Your business start up How to avoid no one turning up to your party Achieving goals takes practice 7 Feb 2015 13 13 Where did January go I m already staring the middle of February in the face but it feels like Dec 2014 The 12

    Original URL path: http://www.thepurpleedge.co.uk/blog/detail.rhtm/560797/bring_on_the_recession_.rhtm (2016-02-14)
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