Marketing

Our marketing manager can look at all your management processes and implement changes that will enable you to supply your customers more effectively and profitably.

This can be a wide as a full marketing plan.

By going through a marketing plan process you will:

  • Know your objectives and market position
  • Know what activity to do that drives towards theses objectives
  • Be able to look at areas that block progress towards these objectives
  • Know the issues that are key to you at present, and need addressing
  • Know your target market

The process will take you through includes:

  • External Key Issues - Understand what these are
  • Competitors
  • Suppliers
  • Professional bodies
  • Social, technology, education, environment, political, economical

Internal Key Issues

  • Distribution, market size, current market penetration
  • Staff/team
  • Processes - the whole customer journey - first contact to paying the bill, dealing with a complaint etc
  • Pricing
  • Products

Understanding your customers

  • New business growth
  • Repeat business
  • Upgrade/cross sell
  • Lost customers
  • Average profit
  • Average revenue
  • Data held and how used
  • Communication methods

A key SWOT will be produced for the following areas:

  • Pricing
  • Products
  • Services
  • Distribution method
  • Promotion
  • Team/people

Strategies and objectives are needed in the following areas:

  • Processes
  • Staff/team
  • Customer
  • Product
  • Distribution
  • Pricing
  • Promotional

Some General Marketing Principles and advice:

  • Databases and collecting good customer information is always key, and how to use it effectively is vital
  • Upgrading and cross selling to existing customers is generally more cost effective than getting a new customer
  • Understanding why, and stopping customers leaving  is generally  more cost effective than getting new customers
  • Communicate with your existing customers at leave 4 times and year
  • Only promise what you can deliver, and position yourself truthfully (if you don't give good service don't t say that you do)
  • Monitor complaints - generally a good indicator of a key issue in your business
  • Website and on line marketing is becoming more and more important, and is very cost effective
  • Generally advertising is not a good spend of marketing budget - think much wider
  • Don't be tactical and knee jerk into promotion and advertising - it rarely works, it may be far more effective to train your staff, or update your database.

Promotional/communication methods include:

  • Brand Image
  • Direct marketing
  • Telesales
  • Press releases
  • Sponsorship
  • Events
  • Training (customers)
  • Website/shout email
  • On line social marketing
  • Text messages
  • Newsletters
  • Email
  • Brochures
  • DL leaflets
  • Testimonials
  • Member get member
  • Competitors
  • Incentive program

 

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