Wednesday, 16 December 2009

The Next Step - Free Seminar

4 local Lincoln businesses have got together to offer a unique insight into the areas of sales and marketing by offering a free seminar delivered by professionals who do it every day.

This free seminar entitled ‘The Next Step’ is aimed at businesses who are looking to grow and take the business upwards in 2010, whether that is a new business starting up or an established business who wants to expand, there promises to be something for everyone to take away with them.

Those involved are Keith Loven of Loven Patent & Trademarks Attorneys , Andy Clayton of, Paul Clayton of Creative Contacts and Julie Taylor of GTI 4U. They all spend their day to day working lives on the subject they are talking about so you will be given inside tips from the very best.

Presentations include Choosing and Protecting Your Brand, Image and Perception, Use of the Telephone and Sales Processes.

The Next Step is to be held at the offices of Loven Patent & Trademarks Attorneys in Lincoln on 26th January 2010 between 3.30pm – 5.45pm, for more information or bookings please email or call 01522 780871

Monday, 7 December 2009

One for all, all for one?

One of the key questions I ask any business that comes to see me is - Who is your target market? (or something along those lines) - Unfortunately too many businesses actually haven't thought this through, sorry I take that back - they have thought it through but just not specifically enough. The common answer is something like 'well everybody really' or 'all businesses'. Now as someone involved in marketing this makes my job rather difficult, you see it is very hard to produce any type of marketing that simply targets everyone, if you see any campaign be it a TV ad or magazine piece, they all appeal specifically in some way (by age, sex, class etc).

The associated hurdle to overcome with clients is the fear that they may exclude someone; this is a common fear for many small businesses as they feel their marketing should encompass everyone. The danger with this is that it becomes unfocussed and untargeted, the result is an unclear, mixed message that attracts very few. By simply addressing a section of your target audience with a specific piece of marketing you will instantly increase your return on investment as, if done correctly, it will focus on their concerns and engage with them.

Each section of any market place differs from the next, small businesses have different buying needs to a corporate, young females buy differently to older males, I could go on, the essence is you need to look at each piece of marketing differently, everything from the colour schemes to fonts to images make a difference.

Some examples of work done to market more specifically (it is not as hard as you may think) are below –

- 2 sets of business cards for an estate agent – 1 for residential and 1 for commercial

- A flyer for a plumber targeting only boiler installs

- A leaflet for a language translator aimed only at schools

- Stationery for a photographer – 1 for weddings and 1 for portraits

Perception is key in all marketing, by having wedding specific stationery the Photographer appears to specialise in that field and so the customer perception will be different to that of someone who does a bit of everything and may indeed make the difference on the sale.

So next time you decide to do some marketing just bear in mind that by trying to be all to everyone you may become very little to very few.