My mother is 83. She doesn't look it, and she is still fiercely independent.
It disturbs me, though, that now my mother has reached a venerable age, she appears to be increasingly vulnerable to cold-callers.
In the summer, she had a very persuasive sales person call, and after some time, she was persuaded to sign an order for new soffit boards around her house. If my mother has a fault, she finds is very hard to say "no", particularly when the sales person comes across as being so charming.
I managed to get the order cancelled, and we had her soffit boards striipped and re-painted by a reputable builder for a fraction of the signed order price.
Yesterday, my mother was called again, on the telephone, by a company offering to come and survey her security at home. Again, finding it hard to say "no", mother tentatively agreed to make an appointment. Fortunately, I was with her when the company called back to confirm the appointment. With mother on the phone, I told her to inform the company that she wasn't interested, and this message was passed on.
The reply from the company representative?
"Oh, he's a mind reader is he?", and with that the representative hung up!
I appreciate that economic times are tough, but I would urge companies to deal with the ageing population with a modicum of respect and compassion. It must be relatively easy for the unethical sales person to get their foot in the door of someone of a certain age, and then charm them into signing a piece of paper that they barely have time to peruse. I would question whether that was selling at all, or just insidious bullying.
In the past couple of years, my mother has lost her husband, broken her arm in a fall, had an attempted burglary at her home while she was in bed and had a suspected heart attack (she is fine!). She loves her home and her independence, and doesn't need to be badgered by sales people looking for the quickest and easiest route to commission.
Tuesday 29 November 2011
Friday 25 November 2011
A contentious perspective?
BBC Breakfast ran a report this morning on Nick Clegg's scheme to boost employment for the 1m out-of-work 16 - 24 year olds.
Unfortunately, the two guests they had on the sofa, representing youth unemployment, were not, on the face of it, wholly marketable. I know that may sound disparaging as the young man being interviewed has had learning difficulties, by his own admission, so is at a disadvantage. What I couldn't understand was the angle at which the BBC was trying to approach this story.
There is no doubt that something has to be done to improve the employment prospects in this country for the 16 - 24 year old population. One of the fundamantal issues that needs to be addressed before anything else is the commercial viability of such employees.
No amount of government incentive, or schemes to encourage apprenticeships, means a thing if the individuals who are employed are not educated to a standard that gives them a chance to offer the employer some hope of recouping their investment. The employment, training and ongoing development of any employee is a heavy investment! Any employer will want to see a return on that investment at some stage.
It has got to be remembered that the commercial sector is not a charity, and if any decision is taken to employ someone, there is a cost involved. I applaud any scheme that encourages business to employ young people, and if there is a financial incentive, then even better. BUT, at the end of the day, the employee still has to prove their worth to the employer.
Of the 1m young people who are unemployed, I know that there is a vast percentage who could be extremely commercially viable with the right training, encouragement and opportunity. Business needs to see these people, and they need to be encouraged to give these people a chance. It is a hard fact that business will not want to invest in young people who do not represent value for money or increased productivity, and no scheme will change that point of view.
Concentrate on getting the employable 16 - 24 year olds into work now, and then look at ways to help the more disadvantaged to get the right work placements that will be of benefit to both them and their employers.
Unfortunately, the two guests they had on the sofa, representing youth unemployment, were not, on the face of it, wholly marketable. I know that may sound disparaging as the young man being interviewed has had learning difficulties, by his own admission, so is at a disadvantage. What I couldn't understand was the angle at which the BBC was trying to approach this story.
There is no doubt that something has to be done to improve the employment prospects in this country for the 16 - 24 year old population. One of the fundamantal issues that needs to be addressed before anything else is the commercial viability of such employees.
No amount of government incentive, or schemes to encourage apprenticeships, means a thing if the individuals who are employed are not educated to a standard that gives them a chance to offer the employer some hope of recouping their investment. The employment, training and ongoing development of any employee is a heavy investment! Any employer will want to see a return on that investment at some stage.
It has got to be remembered that the commercial sector is not a charity, and if any decision is taken to employ someone, there is a cost involved. I applaud any scheme that encourages business to employ young people, and if there is a financial incentive, then even better. BUT, at the end of the day, the employee still has to prove their worth to the employer.
Of the 1m young people who are unemployed, I know that there is a vast percentage who could be extremely commercially viable with the right training, encouragement and opportunity. Business needs to see these people, and they need to be encouraged to give these people a chance. It is a hard fact that business will not want to invest in young people who do not represent value for money or increased productivity, and no scheme will change that point of view.
Concentrate on getting the employable 16 - 24 year olds into work now, and then look at ways to help the more disadvantaged to get the right work placements that will be of benefit to both them and their employers.
Monday 17 October 2011
Client Testimonial
In this post, I am not going to drivel on for a change. I am going to let the words of a satisfied client do that for me. I hope that doesn't sound too smug, but it is always gratifying to know that you have done a job well.
Dear Ian,
We have now had our new website for three months and it has been a resounding success.
Not only has our business increased considerably as a result of our new site, we also receive regular compliments on the professionalism and detail that our website offers.
We are finding we are getting a far broader range of clients which can only be good when it comes to growing the business.
Once again, many thanks for all your creative work, it has proven to be money very well spent.
Best regards
Philip Morris.
The website in question: www.tudorcottagebiddenden.co.uk
Dear Ian,
We have now had our new website for three months and it has been a resounding success.
Not only has our business increased considerably as a result of our new site, we also receive regular compliments on the professionalism and detail that our website offers.
We are finding we are getting a far broader range of clients which can only be good when it comes to growing the business.
Once again, many thanks for all your creative work, it has proven to be money very well spent.
Best regards
Philip Morris.
The website in question: www.tudorcottagebiddenden.co.uk
Monday 12 September 2011
Missed Opportunities
The economy is doing very little to help small businesses in the UK, and certainly, over the past few months, it has become evident that every one of us is having to watch our budgets very carefully.
By the same token, it has always been said that businesses should market their way out of a recession, which is often easier said than done when you consider that every penny counts.
Marketing does not have to cost a lot, and carefully considered marketing will help your business generate more income, and grow.
Let me give you a recent example:
Last week, we organised one of our regular monthly business Tweet-Ups at a local hotel.
The networking meeting receives a good deal of publicity - local press coverage, local business radio, business websites and emails to Chamber of Commerce members, plus lots of social media chat. Word of mouth is also important when it comes to these events, and we rely on attendees to bring along colleagues or spread the word aboout the events.
When I arrived at the venue - a function room adjacent to the main hotel - I noticed immediately that there was absolutely nothing in the room to publicise the hotel. Whilst the hotel had very kindly let us have the room free of charge (they made money from the sale of refreshments), they were missing a great opportunity!
The people who attend these networking events are all local business people. They have clients, suppliers and other contacts, and this was the ideal time for the hotel to advertise their Christmas menus or functions to a local, captive market. I mentioned this to the hotel staff and we got some of their Christmas menus to spread out on tables. They may not receive any bookings as direct result, but marketing is not always about generating immediate direct sales. It is far more than that. It is about knowing and understanding your target market, making sure that your name is in front of those people and that they identify with both your brand and your marketing message.
So, there are opportunities out there. Find out where your target market is, and make sure you are visible there. Make the most of every opportunity; don't take it for granted that potential customers will simply come knocking at your door, because the likelihood is that they won't. You need to be there when they look for a service or product that you provide.
By the same token, it has always been said that businesses should market their way out of a recession, which is often easier said than done when you consider that every penny counts.
Marketing does not have to cost a lot, and carefully considered marketing will help your business generate more income, and grow.
Let me give you a recent example:
Last week, we organised one of our regular monthly business Tweet-Ups at a local hotel.
The networking meeting receives a good deal of publicity - local press coverage, local business radio, business websites and emails to Chamber of Commerce members, plus lots of social media chat. Word of mouth is also important when it comes to these events, and we rely on attendees to bring along colleagues or spread the word aboout the events.
When I arrived at the venue - a function room adjacent to the main hotel - I noticed immediately that there was absolutely nothing in the room to publicise the hotel. Whilst the hotel had very kindly let us have the room free of charge (they made money from the sale of refreshments), they were missing a great opportunity!
The people who attend these networking events are all local business people. They have clients, suppliers and other contacts, and this was the ideal time for the hotel to advertise their Christmas menus or functions to a local, captive market. I mentioned this to the hotel staff and we got some of their Christmas menus to spread out on tables. They may not receive any bookings as direct result, but marketing is not always about generating immediate direct sales. It is far more than that. It is about knowing and understanding your target market, making sure that your name is in front of those people and that they identify with both your brand and your marketing message.
So, there are opportunities out there. Find out where your target market is, and make sure you are visible there. Make the most of every opportunity; don't take it for granted that potential customers will simply come knocking at your door, because the likelihood is that they won't. You need to be there when they look for a service or product that you provide.
Tuesday 9 August 2011
London Riots - a comment
"The family of Mark Duggan has condemned the riot that broke out in Tottenham last night as eyewitness reports emerge that trouble erupted after a 16-year-old girl threw a rock at police.
Mr Duggan was shot dead by marksmen on Thursday and his fiancee, Semone Wilson, has said that she wanted answers, not trouble, while his brother, Shaun Hall, called for the community to remain calm."
Daily Mail, 8th August
The shooting of Mark Duggan had been used as the reason behind the initial riots in Tottenham, and the Metropolitan Police have described the incident as "regrettable". A full investigation is under way.
We have to accept that in today's society, incidents such as the shooting of Mark Duggan are bound to happen, as the police go about their business of trying to protect society. Provided that subsequent investigations are thorough, fair and open, and then appropriate action is taken, then we should be satisfied.
There is no excuse for what has happened since, but I notice that the police have come under attack for not responding quickly enough:
"The police were already facing criticism for allowing rioting to break out in Tottenham after what started as a peaceful protest over the death of Mark Duggan at the hands of police armed response officers, and Sunday night's events will intensify claims that the police response has been inadequate."
The Guardian, 8th August
The police simply cannot win!
During the course of a police operation, a man gets fatally wounded; the circumstances surrounding this incident will become clear in time.
Mindless, anarchic imbeciles ride on the back of the incident to create mass destruction.
The police are accused of a slow response, but had they taken an immediate and forceful approach to quell these riots, then there is every likelihood that someone would have been hurt, or even killed....in the course of police action to protect our society.
It is time for some of these do-gooding commentators to get to grips with the fact that there may be rare times when individuals do get hurt, or even killed, as a result of police activity to safeguard our communities. They also have no right subsequently to criticise the police when they adopt a less-then-bullish approach to quashing the recent disgusting actions of mindless criminals. Such action would surely have resulted in the injury of one of the "poor souls" helping themselves to bags of rice from Tesco or the entire stock from PC World. Would such unabated "police brutality" have sparked yet more protests?
The police are doing their job, in the same way that the armed forces have to do their job. It is a sad fact, today, that in the course of their activities people can get hurt or even killed.
The shooting of Mark Duggan has nothing to do with the most recent riots. If you were to ask 95% of the perpetrators if they had heard of Mark Duggan, they would look at you blankly. They are scum, intent on creating mayhem for some perverse sense of amusement. They are opportunist thieves, out to get what they can with no thought for anyone else, and who couldn't give a jot for the communities in which they live. Do-gooders will undoubtedly try to find excuses for their behaviour, blaming the government cuts, erosion of society etc etc. Don't make excuses for these people. There is NO excuse. We are a democractic society and we have ample opportunity to make our opinions known without resorting to violence and vandalism.
To my mind, it is everyone's duty to report anyone they believe was involved in these riots. Prison is not a punishment for those people who are caught and arrested. They need to be made to pay back society in a genuine way, by rebuilding the communities they have willingly destroyed.
Mr Duggan was shot dead by marksmen on Thursday and his fiancee, Semone Wilson, has said that she wanted answers, not trouble, while his brother, Shaun Hall, called for the community to remain calm."
Daily Mail, 8th August
The shooting of Mark Duggan had been used as the reason behind the initial riots in Tottenham, and the Metropolitan Police have described the incident as "regrettable". A full investigation is under way.
We have to accept that in today's society, incidents such as the shooting of Mark Duggan are bound to happen, as the police go about their business of trying to protect society. Provided that subsequent investigations are thorough, fair and open, and then appropriate action is taken, then we should be satisfied.
There is no excuse for what has happened since, but I notice that the police have come under attack for not responding quickly enough:
"The police were already facing criticism for allowing rioting to break out in Tottenham after what started as a peaceful protest over the death of Mark Duggan at the hands of police armed response officers, and Sunday night's events will intensify claims that the police response has been inadequate."
The Guardian, 8th August
The police simply cannot win!
During the course of a police operation, a man gets fatally wounded; the circumstances surrounding this incident will become clear in time.
Mindless, anarchic imbeciles ride on the back of the incident to create mass destruction.
The police are accused of a slow response, but had they taken an immediate and forceful approach to quell these riots, then there is every likelihood that someone would have been hurt, or even killed....in the course of police action to protect our society.
It is time for some of these do-gooding commentators to get to grips with the fact that there may be rare times when individuals do get hurt, or even killed, as a result of police activity to safeguard our communities. They also have no right subsequently to criticise the police when they adopt a less-then-bullish approach to quashing the recent disgusting actions of mindless criminals. Such action would surely have resulted in the injury of one of the "poor souls" helping themselves to bags of rice from Tesco or the entire stock from PC World. Would such unabated "police brutality" have sparked yet more protests?
The police are doing their job, in the same way that the armed forces have to do their job. It is a sad fact, today, that in the course of their activities people can get hurt or even killed.
The shooting of Mark Duggan has nothing to do with the most recent riots. If you were to ask 95% of the perpetrators if they had heard of Mark Duggan, they would look at you blankly. They are scum, intent on creating mayhem for some perverse sense of amusement. They are opportunist thieves, out to get what they can with no thought for anyone else, and who couldn't give a jot for the communities in which they live. Do-gooders will undoubtedly try to find excuses for their behaviour, blaming the government cuts, erosion of society etc etc. Don't make excuses for these people. There is NO excuse. We are a democractic society and we have ample opportunity to make our opinions known without resorting to violence and vandalism.
To my mind, it is everyone's duty to report anyone they believe was involved in these riots. Prison is not a punishment for those people who are caught and arrested. They need to be made to pay back society in a genuine way, by rebuilding the communities they have willingly destroyed.
Friday 29 July 2011
Love it or hate it?
I love a good debate!
My son passed round the following website this morning: http://www.alittlebitofsomething.co.uk/
It instantly started a healthy discussion about whether or not it was a "good" website. Like Marmite, there didn't seem to be any middle ground; the reaction was either "love it" or "hate it".
The discussion continued on Twitter, with contributions from our followers along these lines:
"I think it goes too far and is in bad taste and I wouldn't use him"
"Yep, good site and makes him stand out from the crowd."
"He will stand out from the crowd as an individual designer but his approach will alienate a lot of clients."
"Exactly! "He will stand out from the crowd as an individual designer". I expect this is his aim, so it works."
So, when is a website in bad taste and when is it effective as a marketing tool?
You will recall that French Connection was considered to be in bad taste when it ran its various campaigns based on the acronym FCUK in the 1990's. However:
"Launched by French Connection in the late ’90′s it was a hugely successful ad campaign which went on to sell millions of clothes emblazoned with the acronym. A hallmark of the ’90′s, the brash, bold and controversial campaign summarised the decade perfectly, an era which brought us Brit pop, ladettes and girl power." Fashionbite.co.uk
That said, the 2001 campaign that extended the FCUK acronym to include the words Kinky Bugger was deemed to have gone too far, and the campaign was banned.
Marketing can, and often does stretch the boundaries of good taste in order to get noticed. A successful campaign is also about increasing brand awareness, and there is no doubting that both the French Connection campaigns were hugely successful as far as brand awareness was concerned.
With the website above that launched this discussion, the designer obviously has very clear ideas about how he works and the clients he wants to attract. Yes, he will very likely alienate some prospective clients, but has he decided that he doesn't want those clients anyway? Who is his target market? This is a question I ask every client I go to see. Understanding your target market, and making sure they identify with your marketing message is of paramount importance. Depending upon what you do, you cannot be all things to all people.
The FCUK campaign of the late 1990's tapped into that decade's zeitgeist; it wasn't intended to attract in customers aged over 40. Did it alienate some sectors of the consumer world? Most definitely, but it hit home where it was meant to hit home.
I ask every client I see to describe what makes them unique. 95% of these clients will use the words "professional", "efficient" or "providing good customer service". This is not uniqueness. These terms should be the basis on which every business is run as standard. What makes YOU unique? What makes Marmite unique? Do you love it or hate it?
This particular website has done the viral rounds, been noticed, and has got people talking. Can you say that your marketing methods have got people really talking about you and your brand?
My son passed round the following website this morning: http://www.alittlebitofsomething.co.uk/
It instantly started a healthy discussion about whether or not it was a "good" website. Like Marmite, there didn't seem to be any middle ground; the reaction was either "love it" or "hate it".
The discussion continued on Twitter, with contributions from our followers along these lines:
"I think it goes too far and is in bad taste and I wouldn't use him"
"Yep, good site and makes him stand out from the crowd."
"He will stand out from the crowd as an individual designer but his approach will alienate a lot of clients."
"Exactly! "He will stand out from the crowd as an individual designer". I expect this is his aim, so it works."
So, when is a website in bad taste and when is it effective as a marketing tool?
You will recall that French Connection was considered to be in bad taste when it ran its various campaigns based on the acronym FCUK in the 1990's. However:
"Launched by French Connection in the late ’90′s it was a hugely successful ad campaign which went on to sell millions of clothes emblazoned with the acronym. A hallmark of the ’90′s, the brash, bold and controversial campaign summarised the decade perfectly, an era which brought us Brit pop, ladettes and girl power." Fashionbite.co.uk
That said, the 2001 campaign that extended the FCUK acronym to include the words Kinky Bugger was deemed to have gone too far, and the campaign was banned.
Marketing can, and often does stretch the boundaries of good taste in order to get noticed. A successful campaign is also about increasing brand awareness, and there is no doubting that both the French Connection campaigns were hugely successful as far as brand awareness was concerned.
With the website above that launched this discussion, the designer obviously has very clear ideas about how he works and the clients he wants to attract. Yes, he will very likely alienate some prospective clients, but has he decided that he doesn't want those clients anyway? Who is his target market? This is a question I ask every client I go to see. Understanding your target market, and making sure they identify with your marketing message is of paramount importance. Depending upon what you do, you cannot be all things to all people.
The FCUK campaign of the late 1990's tapped into that decade's zeitgeist; it wasn't intended to attract in customers aged over 40. Did it alienate some sectors of the consumer world? Most definitely, but it hit home where it was meant to hit home.
I ask every client I see to describe what makes them unique. 95% of these clients will use the words "professional", "efficient" or "providing good customer service". This is not uniqueness. These terms should be the basis on which every business is run as standard. What makes YOU unique? What makes Marmite unique? Do you love it or hate it?
This particular website has done the viral rounds, been noticed, and has got people talking. Can you say that your marketing methods have got people really talking about you and your brand?
Thursday 28 July 2011
Digital Signage Coverage
We have been delighted to see such a positive response to our recent articles and announcements regarding Digital Signage projects for some of our clients. If you haven't seen some of the recent coverage, then click on the links below:
RetailCustomerExperience.com - our White Paper on Unlocking the Potential of Digital Signage in Multi-Department Retail outlets.
DigitalSignageToday.com - our White Paper on Unlocking the Potential of Digital Signage in Multi-Department Retail outlets.
SignageInfo.com - Homebase Totem Trial for Hire Station
DailyDOOH.com - Homebase Totem Trial for Hire Station
DigitalSignageToday.com - Video of Homebase Totem Trial for Hire Station
RetailCustomerExperience.com - our White Paper on Unlocking the Potential of Digital Signage in Multi-Department Retail outlets.
DigitalSignageToday.com - our White Paper on Unlocking the Potential of Digital Signage in Multi-Department Retail outlets.
SignageInfo.com - Homebase Totem Trial for Hire Station
DailyDOOH.com - Homebase Totem Trial for Hire Station
DigitalSignageToday.com - Video of Homebase Totem Trial for Hire Station
Tuesday 21 June 2011
Hire Station Digital Signage Trial in Homebase - Press Release
Tenterden-based Digital Marketing Agency, Argent Ram Media, is trialling new digital signage displays for one of their major clients - Hire Station.
Hire Station Virtual Hire provide tool hire facilities for a number of national DIY retailers across the UK. The new digital signage system is being trialled in the recently rebuilt branch of Homebase, in Aylesford near Maidstone.
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A 32" LCD screen is set into a purpose-made, branded totem display stand that can be situated anywhere within the Homebase store. The aim behind the display is to increase enquiries for tool hire either by phone, in-store or through the Homebase website. The marketing message on the stand itself is clear - "Pick up a Tool Hire Leaflet". Bespoke video content has been created to be displayed on the screen showing the range of tools and equipment available to hire.
Digital Signage is one of the fastest growing forms of marketing in the UK, with statistics now demonstrating that dynamic and compelling content displayed on visually arresting screens increases customer engagement and, as a result, brand awareness and revenue.
“Digital signage presents a unique and effective way for us to communicate to potential customers. With the correct call to action we hope these trials present new opportunities and increased revenues for us. Working with Argent Ram has been good for our team as they are a modern thinking and flexible team led with a vision, for which this trial is testament to. We hope the trials are effective and look forward to working more closely with Argent Ram.” Mark Moody, Director Climate Hire, Virtual Hire, Lifting Point and Ecommerce at Hire Station.
If the Homebase trial is successful, Hire Station will be looking at adopting Argent Ram Media's digital signage totem displays as one of their main marketing tools for all their virtual hire partners through the UK. The ongoing business relationship would result in significant growth for Argent Ram Media, with commensurate employment opportunities for designers and sales consultants.
To view a very short video of the digital signage system in situ, visit:
http://youtu.be/tvWRIbw6lmg
Hire Station Virtual Hire provide tool hire facilities for a number of national DIY retailers across the UK. The new digital signage system is being trialled in the recently rebuilt branch of Homebase, in Aylesford near Maidstone.
Digital Signage is one of the fastest growing forms of marketing in the UK, with statistics now demonstrating that dynamic and compelling content displayed on visually arresting screens increases customer engagement and, as a result, brand awareness and revenue.
“Digital signage presents a unique and effective way for us to communicate to potential customers. With the correct call to action we hope these trials present new opportunities and increased revenues for us. Working with Argent Ram has been good for our team as they are a modern thinking and flexible team led with a vision, for which this trial is testament to. We hope the trials are effective and look forward to working more closely with Argent Ram.” Mark Moody, Director Climate Hire, Virtual Hire, Lifting Point and Ecommerce at Hire Station.
If the Homebase trial is successful, Hire Station will be looking at adopting Argent Ram Media's digital signage totem displays as one of their main marketing tools for all their virtual hire partners through the UK. The ongoing business relationship would result in significant growth for Argent Ram Media, with commensurate employment opportunities for designers and sales consultants.
To view a very short video of the digital signage system in situ, visit:
http://youtu.be/tvWRIbw6lmg
Monday 20 June 2011
What a difference design makes
The owner of a Bed & Breakfast contacted us recently, as she had noticed that the enquiries for her accommodation had decreased. Looking at her existing website, it was clear that there were some fundamental problems.
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The dated appearance of the website homepage did little to tempt visitors to get in touch. There was a lot of text and the images were not compelling enough. The website was not optimised to be found in relevant Google search. The owner herself stated that she was only found when a potential client typed in "Bed and Breakfast Biddenden", but as we pointed out, how many customers would be that geographically specific? It would be more likely for a potential customer to search for Bed and Breakfast Kent or South-East, or using one of the better-known towns as a point of reference (Canterbury, Tunbridge Wells, Rye, Tenterden for example).
We were contracted to redesign the website for the client, and the new design can be viewed prior to launch at:
http://tudorcotta.users34.interdns.co.uk/
The use of quality photography to market both the accommodation and the local area draws customers in and tempts them to look further. The textual content is more concise, and there is a clear call-to-action at the top of every page - telephone number and email address.
Of course, the proof of the pudding will be an increase in enquiries for the remainder of this year and beyond. However, there can be no doubt that the new-look website has all the essential ingredients to get the right message in front of the right people.
"The site is looking really good, excellent work. It has a really classy feel to it." Owner, Tudor Cottage Bed & Breakfast.
The website was produced using the Sesome system developed by Argent Ram Media. This feature-rich platform allows you to update the website yourself, and each site is constructed to be search engine friendly and social media-ready. The latter makes it easy for you to start widening your marketing network using Twitter and Facebook to drive potential customers to your website, maximising every opportunity to draw attention to your accommodation. Prices for a Sesome website start at just £299.00 + VAT.
The dated appearance of the website homepage did little to tempt visitors to get in touch. There was a lot of text and the images were not compelling enough. The website was not optimised to be found in relevant Google search. The owner herself stated that she was only found when a potential client typed in "Bed and Breakfast Biddenden", but as we pointed out, how many customers would be that geographically specific? It would be more likely for a potential customer to search for Bed and Breakfast Kent or South-East, or using one of the better-known towns as a point of reference (Canterbury, Tunbridge Wells, Rye, Tenterden for example).
We were contracted to redesign the website for the client, and the new design can be viewed prior to launch at:
http://tudorcotta.users34.interdns.co.uk/
The use of quality photography to market both the accommodation and the local area draws customers in and tempts them to look further. The textual content is more concise, and there is a clear call-to-action at the top of every page - telephone number and email address.
Of course, the proof of the pudding will be an increase in enquiries for the remainder of this year and beyond. However, there can be no doubt that the new-look website has all the essential ingredients to get the right message in front of the right people.
"The site is looking really good, excellent work. It has a really classy feel to it." Owner, Tudor Cottage Bed & Breakfast.
The website was produced using the Sesome system developed by Argent Ram Media. This feature-rich platform allows you to update the website yourself, and each site is constructed to be search engine friendly and social media-ready. The latter makes it easy for you to start widening your marketing network using Twitter and Facebook to drive potential customers to your website, maximising every opportunity to draw attention to your accommodation. Prices for a Sesome website start at just £299.00 + VAT.
Tuesday 31 May 2011
What price a 33% uplift in product sales?
"According to a new consumer survey by the Nielsen research firm on "Awareness and Effectiveness of Digital Display Screens Installed In Grocery Stores," digital out-of-home media (DOOH) increases sales at the point of sale (POS). Four out of five product brands experienced significant increases of up to 33 percent in additional sales through the use of DOOH media." Digital Signage Today
Argent Ram Media have just submitted a proposal to a chain of retail outlets for a bespoke sales promotion signage system, on a lease agreement, for less than 37% of the cost of an average UK weekly shop!
This is, by any standards, amazing value.
The proposed solution consists of a branded display with fitted 32" LCD screen, manufactured by 10Squared. The branded surround welcomes visitors into the store, ensuring they feel valued as customers, and enhancing the overall brand image of the store.
The screen content is to run on the SignageLive Virtual Player, and each store has the option to have between 1 and 4 screens to fit in with their existing gondola-end displays. The bespoke display would be manufactured to slot into the top of the existing shelf unit, making installation a very straightforward procedure.
At present, the promotional display cards are only changed once every four weeks, but each specific store has a different customer base, who individually have different purchasing patterns, and the flexibility afforded by the digital signage solution will allow the stores to react rapidly to changes in consumer behaviour at store level.
Content will be created to take into account these changes in geographical behaviour in order to maximise sales on every promotion.
The statistics are there now to demonstrate that digital signage systems in retail stores do result in increased sales.
As the price point for successful solutions becomes ever more competitive, and the applications more creative, has there ever been a better time for retailers to embrace digital signage as the most cost-effective way of boosting sales?
"The screens are one of the most effective means of driving footfall and boosting sales that I have ever come across in retail." Independent Budgens-branded retailer, courtesy of Convenience Store.
Argent Ram Media specialise in providing digital signage and marketing screen solutions for any business or organisation. By looking at specific objectives and aims, we work with our clients to ensure that their digital signage system generates the results they expect.
Argent Ram Media have just submitted a proposal to a chain of retail outlets for a bespoke sales promotion signage system, on a lease agreement, for less than 37% of the cost of an average UK weekly shop!
This is, by any standards, amazing value.
The proposed solution consists of a branded display with fitted 32" LCD screen, manufactured by 10Squared. The branded surround welcomes visitors into the store, ensuring they feel valued as customers, and enhancing the overall brand image of the store.
The screen content is to run on the SignageLive Virtual Player, and each store has the option to have between 1 and 4 screens to fit in with their existing gondola-end displays. The bespoke display would be manufactured to slot into the top of the existing shelf unit, making installation a very straightforward procedure.
At present, the promotional display cards are only changed once every four weeks, but each specific store has a different customer base, who individually have different purchasing patterns, and the flexibility afforded by the digital signage solution will allow the stores to react rapidly to changes in consumer behaviour at store level.
Content will be created to take into account these changes in geographical behaviour in order to maximise sales on every promotion.
The statistics are there now to demonstrate that digital signage systems in retail stores do result in increased sales.
As the price point for successful solutions becomes ever more competitive, and the applications more creative, has there ever been a better time for retailers to embrace digital signage as the most cost-effective way of boosting sales?
"The screens are one of the most effective means of driving footfall and boosting sales that I have ever come across in retail." Independent Budgens-branded retailer, courtesy of Convenience Store.
Argent Ram Media specialise in providing digital signage and marketing screen solutions for any business or organisation. By looking at specific objectives and aims, we work with our clients to ensure that their digital signage system generates the results they expect.
Friday 27 May 2011
Do you know where your website is?
We never cease to be amazed by the number of new clients who come to us and have no idea about some of the details connected to their website, or what they are paying for associated services. That said, it is not the clients' fault; too many web-connected companies fail to explain these aspects in layman's terms.
In essence, there are 3 main ingredients you need to have a website visible on the internet:
1. The website itself - all the aesthetically pleasing and attention-grabbing artwork, design and other content;
2. A website address, or domain name, such as www.argentrammedia.com;
3. A server that hosts the website - space where the website physically sits waiting to be found by your customers.
The website is the easy bit, as this is the one aspect that most clients actually see.
The domain name is a little bit like a PO Box address. It is your fixed website name that directs your customers to the server space where your website sits. It doesn't matter where that space is, as long as the web address (or PO Box Number!) points to that space.
Too often, though, the client has no idea who has control over their domain name, or the space where the website sits, and they naively pay any invoice that mentions anything to do with their website, for fear of losing everything!
You do have to pay for these 3 main ingredients, as follows:
1. The website. Depending upon the complexity, your website can cost a couple of hundred pounds or many thousands. Make sure you know what you are getting and that your requirements are met by the designer and developer. If your website does not work for you in the way that you want, all your money will be wasted!
2. Website address, or domain name. You can have as many as you like, all pointing to the same website, but it is not necessary. Most small businesses in the UK are quite content with a .co.uk domain, but may also want a .com as well. The thing to remember is that there are ongoing charges associated with every domain name you have registered. A .co.uk website address is renewed every 2 years, and a .com every year. If you, or your website company, do not renew, you could lose the domain name. These recurring fees are not high. Make sure that, whoever initially buys the domain name, they do so in your name!
3. Hosting. Server space costs money, and there will be some sort of annual charge to allow you to have your website sitting on a server. This annual charge can vary quite considerably, and often depends on the size of the site, and its complexity (does it have a database, for example, or is it expected to attract many 1,000s of visitors?). Make sure you understand the charges up front, and what the ongoing financial commitment will be.
Once you have the above clear in your minds, make sure you keep a note of who manages what on your behalf. Most website design companies can manage the whole package, and this is often the most cost-effective solution. It is also easier to keep all aspects under the same roof.
We had one business contact us this morning because his website had been suspended:
He had no idea where to turn to get it reinstated. The domain name was held by one company, the website was hosted elsewhere, and the poor chap had no record of any of these details - critical for any business. Fortunately, we were able to trace the location of all the disparate components of his website and get it back online, doing what it is supposed to do. Any good web design company will be able to keep you abreast of this information, so make sure your website doesn't get lost!
In essence, there are 3 main ingredients you need to have a website visible on the internet:
1. The website itself - all the aesthetically pleasing and attention-grabbing artwork, design and other content;
2. A website address, or domain name, such as www.argentrammedia.com;
3. A server that hosts the website - space where the website physically sits waiting to be found by your customers.
The website is the easy bit, as this is the one aspect that most clients actually see.
The domain name is a little bit like a PO Box address. It is your fixed website name that directs your customers to the server space where your website sits. It doesn't matter where that space is, as long as the web address (or PO Box Number!) points to that space.
Too often, though, the client has no idea who has control over their domain name, or the space where the website sits, and they naively pay any invoice that mentions anything to do with their website, for fear of losing everything!
You do have to pay for these 3 main ingredients, as follows:
1. The website. Depending upon the complexity, your website can cost a couple of hundred pounds or many thousands. Make sure you know what you are getting and that your requirements are met by the designer and developer. If your website does not work for you in the way that you want, all your money will be wasted!
2. Website address, or domain name. You can have as many as you like, all pointing to the same website, but it is not necessary. Most small businesses in the UK are quite content with a .co.uk domain, but may also want a .com as well. The thing to remember is that there are ongoing charges associated with every domain name you have registered. A .co.uk website address is renewed every 2 years, and a .com every year. If you, or your website company, do not renew, you could lose the domain name. These recurring fees are not high. Make sure that, whoever initially buys the domain name, they do so in your name!
3. Hosting. Server space costs money, and there will be some sort of annual charge to allow you to have your website sitting on a server. This annual charge can vary quite considerably, and often depends on the size of the site, and its complexity (does it have a database, for example, or is it expected to attract many 1,000s of visitors?). Make sure you understand the charges up front, and what the ongoing financial commitment will be.
Once you have the above clear in your minds, make sure you keep a note of who manages what on your behalf. Most website design companies can manage the whole package, and this is often the most cost-effective solution. It is also easier to keep all aspects under the same roof.
We had one business contact us this morning because his website had been suspended:
He had no idea where to turn to get it reinstated. The domain name was held by one company, the website was hosted elsewhere, and the poor chap had no record of any of these details - critical for any business. Fortunately, we were able to trace the location of all the disparate components of his website and get it back online, doing what it is supposed to do. Any good web design company will be able to keep you abreast of this information, so make sure your website doesn't get lost!
Wednesday 25 May 2011
Digital Signage as Architecture
I have been involved in the digital signage market for the past 5 years, and the last 18 months has seen some dramatic changes.
As with any new technology, the client will always want to see statistics that demonstrate that the technology is actually going to increase sales or improve marketing impact. As more and more case studies prove that digital signage and screen marketing works, so more and more companies are embracing the technology.
One of the huge strengths of digital signage is the ability to engage with the consumer in a way that no other static signage has been able to do in the past. This comes at a time when other technology is also expanding at an alarming rate - mobile communications, online shopping, the speed with which information is now disseminated via social media networks. Standing still simply is not an option!
Engagement is a key word, and as a former student of architecture, I am beginning to see clearly a bond between consumer engagement and spatial relationships. The advances in the applications of digital signage solutions is becoming architectural. The design of a good building is about form, space and ambience governed by technical, environmental and aesthetic disciplines.
A building has to have a relationship with the people who use it. Successful digital signage is also about creating and building a relationship with the people who see it.
If you need a physical example of what I mean, take a look at the new installation at the London Stock Exchange. 508 Christie Microtiles have been used in the atrium to replace The Source - a moving sculpture that previously occupied the space.
A sculpture.
Digital signage solutions are no longer merely a 42" LCD screen. Installations are sculptural, architectural; they become a part of the space, employed to engage with the people who occupy the building.
Digital Signage solutions in Westfield Shopping Centre, as another example, are statements - sculptural invitations to customers inviting them to interact.
This opens up a massively exciting avenue for everyone involved in digital signage, be they the manufacturer, the installer, the designer, the consumer and the business deploying the technology. With already-present touchscreen and the advent of QR Codes and NFC, the conversation between digital signage and consumer is set to become even more animated. In turn, this enhances the relationship between the customer and architecture generally.
For more information on digital signage and screen marketing solutions, please contact Argent Ram Media on 01580 761000
As with any new technology, the client will always want to see statistics that demonstrate that the technology is actually going to increase sales or improve marketing impact. As more and more case studies prove that digital signage and screen marketing works, so more and more companies are embracing the technology.
One of the huge strengths of digital signage is the ability to engage with the consumer in a way that no other static signage has been able to do in the past. This comes at a time when other technology is also expanding at an alarming rate - mobile communications, online shopping, the speed with which information is now disseminated via social media networks. Standing still simply is not an option!
Engagement is a key word, and as a former student of architecture, I am beginning to see clearly a bond between consumer engagement and spatial relationships. The advances in the applications of digital signage solutions is becoming architectural. The design of a good building is about form, space and ambience governed by technical, environmental and aesthetic disciplines.
A building has to have a relationship with the people who use it. Successful digital signage is also about creating and building a relationship with the people who see it.
If you need a physical example of what I mean, take a look at the new installation at the London Stock Exchange. 508 Christie Microtiles have been used in the atrium to replace The Source - a moving sculpture that previously occupied the space.
A sculpture.
Digital signage solutions are no longer merely a 42" LCD screen. Installations are sculptural, architectural; they become a part of the space, employed to engage with the people who occupy the building.
Digital Signage solutions in Westfield Shopping Centre, as another example, are statements - sculptural invitations to customers inviting them to interact.
This opens up a massively exciting avenue for everyone involved in digital signage, be they the manufacturer, the installer, the designer, the consumer and the business deploying the technology. With already-present touchscreen and the advent of QR Codes and NFC, the conversation between digital signage and consumer is set to become even more animated. In turn, this enhances the relationship between the customer and architecture generally.
For more information on digital signage and screen marketing solutions, please contact Argent Ram Media on 01580 761000
Friday 20 May 2011
Digital Signage and QR Codes - instant gratification!
Hands up all those people who know what a QR Code is?
How many of you are already using QR Codes to interact and engage with your customers?
I am sure a lot of you do know about QR Codes, and some of you may well be considering the technology even as I write; BBC Breakfast was discussing NFC this morning - another technology that is not that far removed and that is gradually being adopted.
QR stands for Quick Response, so nothing too technologically challenging there.
Let me take a step back....
Retailers across all sectors know that understanding their customers is vitally important. Look at the money that has been invested in loyalty cards by the large supermarkets - sophisticated tools to monitor changes in individual consumer behaviour that is then analysed and used to maximise sales and enhance customer experience, hopefully resulting in increased loyalty and much more...
Other retail chains may not have loyalty cards, but look at Crew Clothing, White Stuff, Fat Face et al and they all like to encourage customers to join their mailing list, and they all aim to capture customer data at point of sale.
Even independents aim to try and build up a mailing list so that they can communicate with customers and potential customers on a regular basis.
It has always been a given that data is valuable! It has also never been more important to provide customer service of the highest quality.
So, let us now look at the many people who come in and out of your shops, trade counters, showrooms etc. every day, browse around, see nothing of immediate interest and leave. Completely anonymous - no interaction, no details, nothing. Disappeared, possibly never to be seen again.
Imagine if some of these people came in, saw something that attracted their attention and wanted information, but couldn't be bothered to get involved in a discussion with staff that involved going through their address details and waiting to be "logged onto the system", knowing that they will then be added to a mailing list.
Let me describe a couple of little scenarios:
1. You sell the Fein Multimaster - a fabulous little hand tool that has many functions. On a shelf, the product does little to tempt the purchaser to buy it. Demonstrate it, and it becomes highly desirable.
Imagine being able to show a video demonstration of the tool on a screen; this grabs the attention of the customer and "sells" the product. They want more information. A QR Code is visible on the screen, the customer scans the code with their Smartphone and they are provided with whatever information you would like to provide - a link to a web page where the customer can order the product online; more detailed information, perhaps, including any special offer prices; a call-back request - whatever you want the "call of action" to be.
2. You may be running a promotion in your store - 20% discount vouchers on particular product line. All customers need to do to be eligible is leave their email address or mobile telephone number.
They could fill in a form or you could grab the attention of your customers with a dynamic visual on a screen. If they want the 20% discount voucher, they scan the QR Code and a voucher can be sent as a text to their mobile phone for immediate use, or sent to their email address to use at any time.
In both instances, you have captured data and you have started a relationship with a customer.
The scope for the relationship between digital signage and QR Codes to enhance the customer's relationship with you is endless.
These systems cost a fraction of what you may be spending on print marketing, leaflet production and advertising. These customers are already on your premises, so engage with them and make them feel valued.
Technology, particularly relating to the mobile consumer, is rapidly changing the way retail businesses market themselves and promote their products.
Don't miss this particular boat; it will leave without you!
For details on digital signage systems for retail, and QR Code technology, please contact Argent Ram Media on 01580 761000.
How many of you are already using QR Codes to interact and engage with your customers?
I am sure a lot of you do know about QR Codes, and some of you may well be considering the technology even as I write; BBC Breakfast was discussing NFC this morning - another technology that is not that far removed and that is gradually being adopted.
QR stands for Quick Response, so nothing too technologically challenging there.
Let me take a step back....
Retailers across all sectors know that understanding their customers is vitally important. Look at the money that has been invested in loyalty cards by the large supermarkets - sophisticated tools to monitor changes in individual consumer behaviour that is then analysed and used to maximise sales and enhance customer experience, hopefully resulting in increased loyalty and much more...
Other retail chains may not have loyalty cards, but look at Crew Clothing, White Stuff, Fat Face et al and they all like to encourage customers to join their mailing list, and they all aim to capture customer data at point of sale.
Even independents aim to try and build up a mailing list so that they can communicate with customers and potential customers on a regular basis.
It has always been a given that data is valuable! It has also never been more important to provide customer service of the highest quality.
So, let us now look at the many people who come in and out of your shops, trade counters, showrooms etc. every day, browse around, see nothing of immediate interest and leave. Completely anonymous - no interaction, no details, nothing. Disappeared, possibly never to be seen again.
Imagine if some of these people came in, saw something that attracted their attention and wanted information, but couldn't be bothered to get involved in a discussion with staff that involved going through their address details and waiting to be "logged onto the system", knowing that they will then be added to a mailing list.
Let me describe a couple of little scenarios:
1. You sell the Fein Multimaster - a fabulous little hand tool that has many functions. On a shelf, the product does little to tempt the purchaser to buy it. Demonstrate it, and it becomes highly desirable.
Imagine being able to show a video demonstration of the tool on a screen; this grabs the attention of the customer and "sells" the product. They want more information. A QR Code is visible on the screen, the customer scans the code with their Smartphone and they are provided with whatever information you would like to provide - a link to a web page where the customer can order the product online; more detailed information, perhaps, including any special offer prices; a call-back request - whatever you want the "call of action" to be.
2. You may be running a promotion in your store - 20% discount vouchers on particular product line. All customers need to do to be eligible is leave their email address or mobile telephone number.
They could fill in a form or you could grab the attention of your customers with a dynamic visual on a screen. If they want the 20% discount voucher, they scan the QR Code and a voucher can be sent as a text to their mobile phone for immediate use, or sent to their email address to use at any time.
In both instances, you have captured data and you have started a relationship with a customer.
The scope for the relationship between digital signage and QR Codes to enhance the customer's relationship with you is endless.
These systems cost a fraction of what you may be spending on print marketing, leaflet production and advertising. These customers are already on your premises, so engage with them and make them feel valued.
Technology, particularly relating to the mobile consumer, is rapidly changing the way retail businesses market themselves and promote their products.
Don't miss this particular boat; it will leave without you!
For details on digital signage systems for retail, and QR Code technology, please contact Argent Ram Media on 01580 761000.
Thursday 12 May 2011
Digital Information Displays are overtaking static displays
In this changing marketing environment, where consumers do not want to be bombarded with interruptive messages, preferring instead to find their own relevant information when they need it, it is no surprise that digital screens are becoming omni-present.
If you are a customer-facing business, how much do you spend every year on printed marketing material? Think about leaflets that you might have on your premises, catalogue and brochure updates, price change information, special offers, posters, banners, advertisements. Using those traditional methods, how can you measure the effectiveness of each method in terms of Return on Investment? What percentage of sales can you accurately attribute to a leaflet, for example?
The cost of screen systems has fallen dramatically in recent years, and the technology behind them has increased in an equally dramatic way.
Consider the money you could save on traditional print by using a screen to:
"The average recall of a brand advertised on in-store television is 66%, compared with 24% for brands advertised on in-home television.“
"Digital [screens] are twice as likely to be viewed as static [advertisements] and are looked at for up to 60% longer, according to research by Kinetic on Outdoor screens at London Bridge."
Media Week.
"Compared with static signage that needs to be reprinted every time the store’s layout or inventory changes, retailers may actually end up spending less by investing in a digital signage system."
At the end of the day, most small and medium businesses want tools that will help them increase sales revenue without a massive increase in costs. Digital marketing and signage screens no longer fall just within the realm of the larger retailers. These are affordable for the smallest of outlets, and the benefits speak for themselves:
"We’ve seen sales lift from 10 percent to as much as 50 percent on items and services featured on a digital signage network."
"We have had excellent success basically because the product is promoted via our screens."
"Just to let you know, our store has just received the stock of the new product. We have sold 4 already! Over £700 of extra, welcome sales thanks to it being promoted via the screens."
Argent Ram Media specialise in the design and installation of digital signage and marketing screen systems, from the smallest of Point-of-Sale screens up to video walls. Please contact us on 01580 761000 for further details.
If you are a customer-facing business, how much do you spend every year on printed marketing material? Think about leaflets that you might have on your premises, catalogue and brochure updates, price change information, special offers, posters, banners, advertisements. Using those traditional methods, how can you measure the effectiveness of each method in terms of Return on Investment? What percentage of sales can you accurately attribute to a leaflet, for example?
The cost of screen systems has fallen dramatically in recent years, and the technology behind them has increased in an equally dramatic way.
Consider the money you could save on traditional print by using a screen to:
- Show special offers and promotions to customers when they are physically on your premises.
"The average recall of a brand advertised on in-store television is 66%, compared with 24% for brands advertised on in-home television.“
"Digital [screens] are twice as likely to be viewed as static [advertisements] and are looked at for up to 60% longer, according to research by Kinetic on Outdoor screens at London Bridge."
Media Week.
- Update content as and when you like, in real-time, without incurring additional print costs and commensurate turn-around times.
- Allow customers to interact, using touch-screen technology to find information that is relevant to them.
- Track and monitor consumer reaction and response.
- Use High Definition Video and streamed content to maximise every sales and marketing opportunity.
"Compared with static signage that needs to be reprinted every time the store’s layout or inventory changes, retailers may actually end up spending less by investing in a digital signage system."
At the end of the day, most small and medium businesses want tools that will help them increase sales revenue without a massive increase in costs. Digital marketing and signage screens no longer fall just within the realm of the larger retailers. These are affordable for the smallest of outlets, and the benefits speak for themselves:
"We’ve seen sales lift from 10 percent to as much as 50 percent on items and services featured on a digital signage network."
"We have had excellent success basically because the product is promoted via our screens."
"Just to let you know, our store has just received the stock of the new product. We have sold 4 already! Over £700 of extra, welcome sales thanks to it being promoted via the screens."
Argent Ram Media specialise in the design and installation of digital signage and marketing screen systems, from the smallest of Point-of-Sale screens up to video walls. Please contact us on 01580 761000 for further details.
Wednesday 11 May 2011
A Million Pound Marketing Look for Pin Money!
This week, the London Stock Exchange became host to the World's largest installation of Microtiles:
http://www.dailydooh.com/archives/46872
That may mean absolutely nothing to the small business owner, but with an impressive 503 individual screen modules, this installation comes with a heafty price tag.
That said, the client is so impressed with the finished result that it is believed that more Microtiles may be added in time.
Again, what relevance does this have to the small business owner?
Digital Signage and Marketing Screens make up one of the fastest-growing marketing sectors both here and in the US.
Marketing is changing. Although the basic principles remain the same, the way in which businesses market themselves has evolved dramatically over the past couple of years. Traditional forms of marketing - telephone, direct mail, email - are increasingly seen as interruptive and intrusive.
Now, the marketing approach is about providing real customer service, engaging with potential clients, being visible when customers search for your products and services, and making the consumer feel valued.
If your business is customer-facing, then it is now statistically proven that screens can work for you:
"On the first day of playing our content in our waiting room we had four or five new enquiries into private treatments. It is a significant marketing tool for us."
"Our waiting room screen increased our private sales by 20% in just the first six months."
"9 of our branches have sold over £27,000 of the product in the past month, and because this tool needs to be demonstrated, the screens have been a perfect ‘tool’ for promoting and selling this product."
This is a small selection of genuine testimonials from small and medium sized businesses who use screens to sell products and market their companies.
With single-screen systems costing from as little as £18.95 + VAT per week, you don't need to go as overboard as the London Stock Exchange, but you can have the same impressive results, not least in terms of Return on Investment in these straitened times.
If you would be interested in knowing more about Digital Signage and Marketing Screens, please call Argent Ram Media on 01580 761000.
http://www.dailydooh.com/archives/46872
That may mean absolutely nothing to the small business owner, but with an impressive 503 individual screen modules, this installation comes with a heafty price tag.
That said, the client is so impressed with the finished result that it is believed that more Microtiles may be added in time.
Again, what relevance does this have to the small business owner?
Digital Signage and Marketing Screens make up one of the fastest-growing marketing sectors both here and in the US.
Marketing is changing. Although the basic principles remain the same, the way in which businesses market themselves has evolved dramatically over the past couple of years. Traditional forms of marketing - telephone, direct mail, email - are increasingly seen as interruptive and intrusive.
Now, the marketing approach is about providing real customer service, engaging with potential clients, being visible when customers search for your products and services, and making the consumer feel valued.
If your business is customer-facing, then it is now statistically proven that screens can work for you:
"On the first day of playing our content in our waiting room we had four or five new enquiries into private treatments. It is a significant marketing tool for us."
"Our waiting room screen increased our private sales by 20% in just the first six months."
"9 of our branches have sold over £27,000 of the product in the past month, and because this tool needs to be demonstrated, the screens have been a perfect ‘tool’ for promoting and selling this product."
This is a small selection of genuine testimonials from small and medium sized businesses who use screens to sell products and market their companies.
With single-screen systems costing from as little as £18.95 + VAT per week, you don't need to go as overboard as the London Stock Exchange, but you can have the same impressive results, not least in terms of Return on Investment in these straitened times.
If you would be interested in knowing more about Digital Signage and Marketing Screens, please call Argent Ram Media on 01580 761000.
Wednesday 4 May 2011
Digital Signage and Screen Marketing for All!
The advances in digital signage and digital screen marketing technology are proceeding at an alarming rate, with commensurate reductions in cost and shorter term Returns on Investment.
Touch Screen, mobile connectivity, consumer-relevant content, live interaction via video; all this starts to place screen technology at the very forefront of customer service. This, at a time when marketing is all about engagement, customer loyalty and customer choice.
Every business needs to think of their own experiences as a customer, and what entices them to spend, what encourages them to remain loyal to a brand and what makes them feel valued.
Take those experiences and then use them to examine your own approaches to customer care. Are you whiter-than-white? Do you lose customers because they do not feel valued? Are you sure that your customers are, and will remain, loyal to your brand? You think you know what makes you unique as a business, but are you communicating this effectively to your clients?
There is no doubting (the statistics are there to prove it) that the use of digital screens and signage is becoming de rigueur for any business wanting to get their message across to their customer base.
Think back 15 - 20 years when a company website was still considered a novelty. Now, you ignore the effectiveness of your website at your peril.
The use of screen technology as a way of engaging and bringing together all the various strands of your marketing maelstrom in a customer-focused way may be new to you now, but ignore it at your peril.
Screens work for so many business sectors:
Retail, trade counters, dental practices, showrooms, hotels, leisure venues, pubs and clubs, educational establishments, hospitals, restaurants, outdoor and many more such environments.
Argent Ram Media can supply bespoke and off-the-shelf solutions, from 10.4" point-of-sale screens up to huge scale interior and exterior video walls. We lease and hire equipment, design and create content and supply media-player software systems.
Our prices start at just £18.95 + VAT per month for a fully installed system.
Touch Screen, mobile connectivity, consumer-relevant content, live interaction via video; all this starts to place screen technology at the very forefront of customer service. This, at a time when marketing is all about engagement, customer loyalty and customer choice.
Every business needs to think of their own experiences as a customer, and what entices them to spend, what encourages them to remain loyal to a brand and what makes them feel valued.
Take those experiences and then use them to examine your own approaches to customer care. Are you whiter-than-white? Do you lose customers because they do not feel valued? Are you sure that your customers are, and will remain, loyal to your brand? You think you know what makes you unique as a business, but are you communicating this effectively to your clients?
There is no doubting (the statistics are there to prove it) that the use of digital screens and signage is becoming de rigueur for any business wanting to get their message across to their customer base.
Think back 15 - 20 years when a company website was still considered a novelty. Now, you ignore the effectiveness of your website at your peril.
The use of screen technology as a way of engaging and bringing together all the various strands of your marketing maelstrom in a customer-focused way may be new to you now, but ignore it at your peril.
Screens work for so many business sectors:
Retail, trade counters, dental practices, showrooms, hotels, leisure venues, pubs and clubs, educational establishments, hospitals, restaurants, outdoor and many more such environments.
Argent Ram Media can supply bespoke and off-the-shelf solutions, from 10.4" point-of-sale screens up to huge scale interior and exterior video walls. We lease and hire equipment, design and create content and supply media-player software systems.
Our prices start at just £18.95 + VAT per month for a fully installed system.
Wednesday 27 April 2011
A Reminder....
I feel sure that most businesses in the UK found the last quarter pretty heavy going. With reference to the playwright Jim Cartwright, the first three months of the year was a little like walking through raw meat in high heels.
Today's GDP figures show that the UK's economy grew by 0.5% in the first quarter of 2011, avoiding the so-called double-dip recession. That, in spite of the dreadful December weather and the anticipated dread of financial cut-backs.
The Chancellor is still exercising caution, and warns that "we are not out of the woods yet".
Now seems a good time, therefore, to remind you that we have a few schemes and events aimed at helping the small business to look forward with optimism and make the most of any market activity.
Free Marketing Review
We are offering any small business a free review of their current marketing activity. All you need to do is complete a short questionnaire, and we will provide a report that gives a n objective overview of your current marketing activity and makes suggestions and recommendations for other activities that may wish to try or improve. No catch here; simply a third-party look at what you are doing and what you could improve without wasting money.
The questionnaire can be found at http://www.argentrammedia.com/questionnaire
One-to-One Start-Up Consultation
From a logistical persepctive, we can only provide this free service to Kent-based businesses.
You may have a really good idea for a new business, and be very good at what you do, but very few would-be entrepreneurs have all the experience and confidence they need to get up and running. We have been there, and we know what is expected and what needs to be done.
Whilst there are some very good sources of advice, such as Business Link, sometimes it helps for an individual to sit down and get some personal, impartial advice that takes into account all the skills and shortcomings of each individual. We know that you can't be great at everything, and we aim to guide you through some of the pitfalls.
Simply give us a call, and we will arrange a free 30 minute face-to-face chat that should give you more confidence and some additional knowledge to get you up and running.
Call Lorraine Baker on 01580 761000.
Marketing in a Difficult Economy - Seminar
On Wednesday 18th May, we are holding a seminar in the beautiful surroundings of the Hop Farm, Paddock Wood, Kent.
The seminar runs from 09:00 - 11:00, and is aimed at any small business who wants to ensure that they are getting the best out of their marketing activities. Marketing has changed dramatically in recent months, as the emphasis is very much on in-bound activities rather than the traditional, interruptive methods such as telesales/telemarketing, email blasts and mailshots. Engagement, customer-service and customer loyalty are top of the tree, and you need to explore the many new ways of ensuring that your marketing messages get seen by the right people. Without accepting that marketing strategy is changing forever, you run the risk of having your market share pared down to critical levels.
There is a charge for the seminar of £15.00 + VAT per head, and this includes breakfast. Two speakers will present their insights into cost-effective new marketing methods that could make the difference between your company success or failure.
For booking information, please contact Lorraine on 01580 761000 or email lorraine@argenttrammedia.com
Today's GDP figures show that the UK's economy grew by 0.5% in the first quarter of 2011, avoiding the so-called double-dip recession. That, in spite of the dreadful December weather and the anticipated dread of financial cut-backs.
The Chancellor is still exercising caution, and warns that "we are not out of the woods yet".
Now seems a good time, therefore, to remind you that we have a few schemes and events aimed at helping the small business to look forward with optimism and make the most of any market activity.
Free Marketing Review
We are offering any small business a free review of their current marketing activity. All you need to do is complete a short questionnaire, and we will provide a report that gives a n objective overview of your current marketing activity and makes suggestions and recommendations for other activities that may wish to try or improve. No catch here; simply a third-party look at what you are doing and what you could improve without wasting money.
The questionnaire can be found at http://www.argentrammedia.com/questionnaire
One-to-One Start-Up Consultation
From a logistical persepctive, we can only provide this free service to Kent-based businesses.
You may have a really good idea for a new business, and be very good at what you do, but very few would-be entrepreneurs have all the experience and confidence they need to get up and running. We have been there, and we know what is expected and what needs to be done.
Whilst there are some very good sources of advice, such as Business Link, sometimes it helps for an individual to sit down and get some personal, impartial advice that takes into account all the skills and shortcomings of each individual. We know that you can't be great at everything, and we aim to guide you through some of the pitfalls.
Simply give us a call, and we will arrange a free 30 minute face-to-face chat that should give you more confidence and some additional knowledge to get you up and running.
Call Lorraine Baker on 01580 761000.
Marketing in a Difficult Economy - Seminar
On Wednesday 18th May, we are holding a seminar in the beautiful surroundings of the Hop Farm, Paddock Wood, Kent.
The seminar runs from 09:00 - 11:00, and is aimed at any small business who wants to ensure that they are getting the best out of their marketing activities. Marketing has changed dramatically in recent months, as the emphasis is very much on in-bound activities rather than the traditional, interruptive methods such as telesales/telemarketing, email blasts and mailshots. Engagement, customer-service and customer loyalty are top of the tree, and you need to explore the many new ways of ensuring that your marketing messages get seen by the right people. Without accepting that marketing strategy is changing forever, you run the risk of having your market share pared down to critical levels.
There is a charge for the seminar of £15.00 + VAT per head, and this includes breakfast. Two speakers will present their insights into cost-effective new marketing methods that could make the difference between your company success or failure.
For booking information, please contact Lorraine on 01580 761000 or email lorraine@argenttrammedia.com
Tuesday 19 April 2011
There's nowt so funny as folk
Some local businesses are funny, and I don't mean that patronisingly.
I have been doing some tele-marketing this afternoon (I know! I apologise to all those people who hate cold-callers). I have been approaching small businesses who do not have websites at all, or whose websites are an abomination (again, with apologies to those affected!).
I am surprised by the numbers of people who seem totally disinterested in the concept of a website. That said, I suppose that I shouldn't be surprised, as the fact that they care so very little about their internet presence tells me a lot already.
I appreciate that there are some businesses who have a very steady level of existing clientele, and feel no need to try to entice in new customers. But no matter how successsful you are, customers do drop off at some time or another (The Leaky Bucket - tell me if I have lost you at this stage). These customers do need to be replaced or you end up with an empty bucket.
Having a good website is such a simple thing, and need not cost the earth. Once there, it is your invitation to new customers. It shouldn't be a financial drain if designed and built properly, but will keep your leaky bucket nicely topped up. A poorly designed website shows a lack of care, and WILL deter prospective customers from contacting you, and I know that in this day and age, very few businesses can afford to be that cavalier.
Even the mighty Tesco admits that "We can do better and we are taking action.....to improve the sharpness of our communication to customers.”
Acknowledgment - Marketing Week:
http://www.marketingweek.co.uk/3025629.article?cmpid=MWE01&cmptype=newsletter&email=true
I have been doing some tele-marketing this afternoon (I know! I apologise to all those people who hate cold-callers). I have been approaching small businesses who do not have websites at all, or whose websites are an abomination (again, with apologies to those affected!).
I am surprised by the numbers of people who seem totally disinterested in the concept of a website. That said, I suppose that I shouldn't be surprised, as the fact that they care so very little about their internet presence tells me a lot already.
I appreciate that there are some businesses who have a very steady level of existing clientele, and feel no need to try to entice in new customers. But no matter how successsful you are, customers do drop off at some time or another (The Leaky Bucket - tell me if I have lost you at this stage). These customers do need to be replaced or you end up with an empty bucket.
Having a good website is such a simple thing, and need not cost the earth. Once there, it is your invitation to new customers. It shouldn't be a financial drain if designed and built properly, but will keep your leaky bucket nicely topped up. A poorly designed website shows a lack of care, and WILL deter prospective customers from contacting you, and I know that in this day and age, very few businesses can afford to be that cavalier.
Even the mighty Tesco admits that "We can do better and we are taking action.....to improve the sharpness of our communication to customers.”
Acknowledgment - Marketing Week:
http://www.marketingweek.co.uk/3025629.article?cmpid=MWE01&cmptype=newsletter&email=true
We only want to be liked!
As you may now be aware, we have finally launched our new website, and have sub-sites in the pipeline for our Dental Marketing and Estate Agency Property Management Systems.
Argent Ram Media
The design of the new site has been kept simple and to the point, as we endeavour to practice what we preach! Hopefully, the four core areas of our business are made immediately evident:
Hopefully, the design will grab your attention and there are clear Calls-to-Action.
The importance of a website to any business cannot be emphasised enough, and although we always see our site as a work in progress, we hope it does the trick and you like it!
If you'd like to keep up to date with all our goings-on, do please hook up by any of the following means:
Facebook
Twitter
LinkedIn
Or give us a call - 01580 761000.
Argent Ram Media
The design of the new site has been kept simple and to the point, as we endeavour to practice what we preach! Hopefully, the four core areas of our business are made immediately evident:
- Website design and development;
- Screen Marketing and Digital Signage;
- Search Engine Marketing and Promotion;
- Branding
Hopefully, the design will grab your attention and there are clear Calls-to-Action.
The importance of a website to any business cannot be emphasised enough, and although we always see our site as a work in progress, we hope it does the trick and you like it!
If you'd like to keep up to date with all our goings-on, do please hook up by any of the following means:
Or give us a call - 01580 761000.
Wednesday 13 April 2011
Think Screens!
"Digital signage is an unbeatable way to reach an audience. Used by retailers around the world, it reaches customers at the exact moment purchase decisions are made, delivering an attention-grabbing, high-impact message.
Provide information in a format that entertains, informs and engages audiences – and that gets results. Deliver the right message, at exactly the right time, to the right people. And where the costs of updating printed signage can add up, going digital can earn a pleasingly quick return on investment."
So says Hewlett Packard, but it is a message that sums up the power of digital signage.
Screens are now affordable enough for even the smallest business, so if you are spending money on advertising (local press, magazines, posters and leaflets) think about the power of increasing customer spend-per-head at point of sale.
Our prices for a full system - 32" screen, media player, installation - start at just £17.95 + VAT per week.
Call Lorraine on 01580 761000 or email lorraine@argentrammedia.com for further details.
Provide information in a format that entertains, informs and engages audiences – and that gets results. Deliver the right message, at exactly the right time, to the right people. And where the costs of updating printed signage can add up, going digital can earn a pleasingly quick return on investment."
So says Hewlett Packard, but it is a message that sums up the power of digital signage.
Our prices for a full system - 32" screen, media player, installation - start at just £17.95 + VAT per week.
Call Lorraine on 01580 761000 or email lorraine@argentrammedia.com for further details.
Tuesday 12 April 2011
Two invitations...
Would you like to step back and have a little think about some of the methods you are using to market your business?
We have a couple of schemes that might help you:
1. We are offering a free review of your marketing activities and strategy. Nothing too complex or daunting, but a few suggestions as to additional ingredients that you can throw into the marketing pot to ensure that your profile doesn't fade into obscurity. If you would like to receive this review, all you need to do is fill in a simnple questionnaire:
http://www.argentrammedia.com/questionnaire/
2. If you would like to enjoy breakfast in the beautiful surroundings of the Hop Farm, Paddock Wood, Kent with a seminar on "Marketing in a Difficult Economy", and an opportunity to network with a few other local business people, then let us know!
We are holding a seminar on Wednesday 18th May at the Hop Farm, with breakfast included. Please contact Lorraine on 01580 761000 or email lorraine@argentrammedia.com for further details.
We have a couple of schemes that might help you:
1. We are offering a free review of your marketing activities and strategy. Nothing too complex or daunting, but a few suggestions as to additional ingredients that you can throw into the marketing pot to ensure that your profile doesn't fade into obscurity. If you would like to receive this review, all you need to do is fill in a simnple questionnaire:
http://www.argentrammedia.com/questionnaire/
2. If you would like to enjoy breakfast in the beautiful surroundings of the Hop Farm, Paddock Wood, Kent with a seminar on "Marketing in a Difficult Economy", and an opportunity to network with a few other local business people, then let us know!
We are holding a seminar on Wednesday 18th May at the Hop Farm, with breakfast included. Please contact Lorraine on 01580 761000 or email lorraine@argentrammedia.com for further details.
Winds of Change?
I don't know about you, but for us this last week has seen a marked increase in client enquiries and orders.
From early December, when business was definitely affected by the weather, we arrived at a period of Small Business Gloom. I have no doubt that this was fuelled by a combination of seasonal ennui, general economic inactivity, spending cuts and another budget.
The cuts are now beginning to be felt on a very personal level, and I must admit I did think that this would have a further significant effect on small business confidence and activity. However, as has happened in the past, the thought process appears to have been one of "let's wait and and see and then make a decision."
Small Business waited for the budget to see if this was the last nail in their collective coffin, but have made the decision to come out fighting. We can all sit there fearing the worst, but for how long?
It is now up to the small business to steer itself clear of these troubled waters. I have learnt from the past that very few people are there to help you, and it is up to us to create our own opportunities and our own success.
Spring is here, financial news can hardly get any worse for the small business, so now is the time to pick ourselves up, think positively, fine-tune our sales and marketing strategy and get out there in front of our new, existing and past clients.
From early December, when business was definitely affected by the weather, we arrived at a period of Small Business Gloom. I have no doubt that this was fuelled by a combination of seasonal ennui, general economic inactivity, spending cuts and another budget.
The cuts are now beginning to be felt on a very personal level, and I must admit I did think that this would have a further significant effect on small business confidence and activity. However, as has happened in the past, the thought process appears to have been one of "let's wait and and see and then make a decision."
Small Business waited for the budget to see if this was the last nail in their collective coffin, but have made the decision to come out fighting. We can all sit there fearing the worst, but for how long?
It is now up to the small business to steer itself clear of these troubled waters. I have learnt from the past that very few people are there to help you, and it is up to us to create our own opportunities and our own success.
Spring is here, financial news can hardly get any worse for the small business, so now is the time to pick ourselves up, think positively, fine-tune our sales and marketing strategy and get out there in front of our new, existing and past clients.
Friday 8 April 2011
Free Review of your Marketing Activities and Strategy
I am sure that none us needs reminding that the economy is not helping the small and medium-sized business very much at the moment. It is at times like these that we all need to look very hard at our marketing activities and assess what works and what doesn't. We need to generate more revenue for less cost, and this can take a lot of creative thinking.
In this week's Kent Business, PR Guru Max Clifford is quoted as saying "Businesses might be very good at what they do, but they are not good at getting the message across."
We, at Argent Ram Media, would like to offer you some help.
A FREE, no-obligation review of your marketing activities and strategy.
We will look at the following areas of your business, and make recommendations based on current trends and anticipated return-on-investment:
The next steps:
Complete a very short questionnaire by clicking here.
We will prepare and send you a free report providing you with our suggestions and recommendations for ways to market your business without a prohibitive increase in overhead.
The rest, as they say, is up to you....!
In this week's Kent Business, PR Guru Max Clifford is quoted as saying "Businesses might be very good at what they do, but they are not good at getting the message across."
We, at Argent Ram Media, would like to offer you some help.
A FREE, no-obligation review of your marketing activities and strategy.
We will look at the following areas of your business, and make recommendations based on current trends and anticipated return-on-investment:
- The effectiveness of your website;
- Social Media and the ways in which this might help open up new routes to market;
- Brand visibility and PR;
- Printed collateral;
- The ways in which you engage and communicate with your clients and customers.
The next steps:
Complete a very short questionnaire by clicking here.
We will prepare and send you a free report providing you with our suggestions and recommendations for ways to market your business without a prohibitive increase in overhead.
The rest, as they say, is up to you....!
Tuesday 5 April 2011
Discretion is the better part of valour
My esteemed sales manager, Lorraine, went out and about in town yesterday, having a chat to local businesses and handing out some of our promotional leaflets for website design services.
The reception Lorraine received on most premises was friendly and polite, but there were two business owner/managers that were downright rude.
One of these was simply dismissive and disinterested. The other, when presented with one of our leaflets, pushed it back with a curt "You can take that back".
I am the first to concede that it can be a nuisance to be disturbed during the course of a working day. However, this is a small local business community, and it must be in everyone's best interest to try to help one another when financial times are hard. Good manners go a long way, and even if our leaflet was filed in the bin once Lorraine had left, a polite acknowledgment of another local business, and potential customer, might have been politic.
Suffice to say, I shall think twice before buying Bertie any treats from the second of the above traders, nor shall I buy greetings cards from the first.
The reception Lorraine received on most premises was friendly and polite, but there were two business owner/managers that were downright rude.
One of these was simply dismissive and disinterested. The other, when presented with one of our leaflets, pushed it back with a curt "You can take that back".
I am the first to concede that it can be a nuisance to be disturbed during the course of a working day. However, this is a small local business community, and it must be in everyone's best interest to try to help one another when financial times are hard. Good manners go a long way, and even if our leaflet was filed in the bin once Lorraine had left, a polite acknowledgment of another local business, and potential customer, might have been politic.
Suffice to say, I shall think twice before buying Bertie any treats from the second of the above traders, nor shall I buy greetings cards from the first.
Monday 4 April 2011
Getting over the growth hurdle - Technology or Manpower?
Every small business will eventually reach a stage where they need to invest in order to grow.
They may become so busy that the existing staff are so stretched that errors are beginning to creep into their work. They no longer have the time they used to have to follow up every lead or enquiry, or ensure that their customers feel valued. Slowly but surely, clients are tempted away to the competition, complaints start to appear about poor customer service and a business starts to slip down the drain.
In order to generate more enquiries, the business knows that they need to either increase telesales activity, improve customer service, canvass more, get a better website or advertise, and these pose the difficult question: "what generates the best return without costing the earth"? In a poor economic climate, the small business will always reduce their advertising budget first as that is the easiest thing to cut and the most difficult to gauge in terms of Return on Investment.
The small business will also often fall into the trap of cutting spend on cost-effective solutions that will help them get over this next hurdle.
Technology or Manpower?
Employees represent a very large expense, and for a business that does not have enough hours in the day the first thought is often: "I must take someone on".
Some years ago, a travel business client had reached a hurdle. The bulk of the work was being handled by one member of staff. Their new website was suddenly producing a surge of new enquiries, and due to the increase in overall workload, the employee was beginning to make the occasional mistake. In order to get over this hurdle, the company had a decision to make - either employ another person, or look at ways of improving the efficiency of the systems used to help the existing employee. A member of staff with the skills and experience would have cost around £16,000 per annum in salaries - a sum that could not be sustained.
A Customer Relationship Management system, though, would cost a fraction of that extra salary, and allow the employee to handle the increased number of enquiries, schedule reminders, email in bulk, track bookings and much more.
By investing £5,000 in a GoldMine CRM system, the company improved office efficiency, reduced the actual workload of the employee and resulted in a significant increase in turnover. This, then, did enable the business to invest in another employee shortly thereafter, and the hurdle was crossed successfully, allowing the business to grow.
Another client wanted to increase sales within their retail trade counter. Staff levels were always kept to a minimum as the footfall did not warrant the overhead of superfluous sales staff.
On average, the customer dwell-time within the outlet was 10 - 15 minutes. This can seem an inordinately long time for the customer in a queue, so it made sense to try to encourage that customer to buy more or learn about the products and servcies that were available.
How much would it cost to employ a body to hand out leaflets to every waiting customer, and try to promote products as customers browse (think "perfume-sprayers" in department stores, or "flyer-pushers" on the high street)? Do you honestly think this is the best use of your resources, and would you really generate enough additional sales revenue to cover that person's salary, and more?
The above client installed a marketing screen - an LCD screen that played bespoke content: product demonstrations, special offers, company news, promotions, all aimed at the customer on a soft-sell basis. The £2,000 investment was a fraction of the cost of an additional member of staff. Customers found the in-branch experience to be much better, as they lost perspective of time. Sales increased, spend-per-customer-head increased, and the screens were particulalrly useful for shifting end of line stock items.
Technology as a way of increasing sales for your business does work.
It doesn't need to be at the expense of human resources, but small businesses, particularly, often need to bridge the gap between their existing set-up and the next stage of their growth. Getting over that hurdle in the most cost-effective way, with an eye on Return on Investment, can make all the difference between a company's success or failure.
Argent Ram Media - 01580 761000. ian@argentrammedia.com
They may become so busy that the existing staff are so stretched that errors are beginning to creep into their work. They no longer have the time they used to have to follow up every lead or enquiry, or ensure that their customers feel valued. Slowly but surely, clients are tempted away to the competition, complaints start to appear about poor customer service and a business starts to slip down the drain.
In order to generate more enquiries, the business knows that they need to either increase telesales activity, improve customer service, canvass more, get a better website or advertise, and these pose the difficult question: "what generates the best return without costing the earth"? In a poor economic climate, the small business will always reduce their advertising budget first as that is the easiest thing to cut and the most difficult to gauge in terms of Return on Investment.
The small business will also often fall into the trap of cutting spend on cost-effective solutions that will help them get over this next hurdle.
Technology or Manpower?
Employees represent a very large expense, and for a business that does not have enough hours in the day the first thought is often: "I must take someone on".
Some years ago, a travel business client had reached a hurdle. The bulk of the work was being handled by one member of staff. Their new website was suddenly producing a surge of new enquiries, and due to the increase in overall workload, the employee was beginning to make the occasional mistake. In order to get over this hurdle, the company had a decision to make - either employ another person, or look at ways of improving the efficiency of the systems used to help the existing employee. A member of staff with the skills and experience would have cost around £16,000 per annum in salaries - a sum that could not be sustained.
A Customer Relationship Management system, though, would cost a fraction of that extra salary, and allow the employee to handle the increased number of enquiries, schedule reminders, email in bulk, track bookings and much more.
By investing £5,000 in a GoldMine CRM system, the company improved office efficiency, reduced the actual workload of the employee and resulted in a significant increase in turnover. This, then, did enable the business to invest in another employee shortly thereafter, and the hurdle was crossed successfully, allowing the business to grow.
Another client wanted to increase sales within their retail trade counter. Staff levels were always kept to a minimum as the footfall did not warrant the overhead of superfluous sales staff.
On average, the customer dwell-time within the outlet was 10 - 15 minutes. This can seem an inordinately long time for the customer in a queue, so it made sense to try to encourage that customer to buy more or learn about the products and servcies that were available.
How much would it cost to employ a body to hand out leaflets to every waiting customer, and try to promote products as customers browse (think "perfume-sprayers" in department stores, or "flyer-pushers" on the high street)? Do you honestly think this is the best use of your resources, and would you really generate enough additional sales revenue to cover that person's salary, and more?
The above client installed a marketing screen - an LCD screen that played bespoke content: product demonstrations, special offers, company news, promotions, all aimed at the customer on a soft-sell basis. The £2,000 investment was a fraction of the cost of an additional member of staff. Customers found the in-branch experience to be much better, as they lost perspective of time. Sales increased, spend-per-customer-head increased, and the screens were particulalrly useful for shifting end of line stock items.
Technology as a way of increasing sales for your business does work.
It doesn't need to be at the expense of human resources, but small businesses, particularly, often need to bridge the gap between their existing set-up and the next stage of their growth. Getting over that hurdle in the most cost-effective way, with an eye on Return on Investment, can make all the difference between a company's success or failure.
Argent Ram Media - 01580 761000. ian@argentrammedia.com
Wednesday 30 March 2011
Be Positive
I went to see an estate agent this morning to go through their requirements for a new website.
This company has been specialising in the sale of residential property for 30 years, has an untarnished reputation in the locality and is unlikely ever to have been the subject of one of the increasing number of complaints received by the Property Ombudsman.
I came in to the office this morning to be greeted by a plethora of gloomy news:
"Fall in take-home pay "worst since the '70s" http://www.thisismoney.co.uk/
"A third of Britons to retire in poverty" http://www.telegraph.co.uk/
Not the kind of thing one wants to read......but the press, collectively, does tend to like to wallow in the swamps of pessimism.
The agent I went to see this morning mentioned that he had not known the level of new enquiries to have been so low for as long as he can remember. This is not surprising. Whenever individuals start to feel the effects of a country-wide tightening-of-belts, then businesses really start to feel the effects.
However...what is this estate agent doing?
He is investing in a new website.
He knows he cannot afford to fall behind in his marketing efforts. A client can be a fickle beast, and when faced with incentives and discounts forced by a becalmed economy, jumping ship is too easy.
Our estate agent needs to keep his competitive edge; he needs to be seen to be instilling a degree of confidence, and keeping his vendors and applicants abreast of the prevailing market fluctuations. His years of experience and his knowledge of the local market count for a great deal when home owners and prospective buyers are facing ongoing uncertainty.
There is an old saying: "Market your way out of a Recession". Never before has this been so relevant - sitting back and hoping that you will weather the storm is not the answer. Your astute competitors are ensuring that they are tightening up the effectiveness of their marketing activities. This does not necessarily mean spending more money; it does mean thinking outside the box and being creative in your approach.
Above all, be positive and ensure that your clients and customers absorb your optimism.
This company has been specialising in the sale of residential property for 30 years, has an untarnished reputation in the locality and is unlikely ever to have been the subject of one of the increasing number of complaints received by the Property Ombudsman.
I came in to the office this morning to be greeted by a plethora of gloomy news:
"Fall in take-home pay "worst since the '70s" http://www.thisismoney.co.uk/
"A third of Britons to retire in poverty" http://www.telegraph.co.uk/
Not the kind of thing one wants to read......but the press, collectively, does tend to like to wallow in the swamps of pessimism.
The agent I went to see this morning mentioned that he had not known the level of new enquiries to have been so low for as long as he can remember. This is not surprising. Whenever individuals start to feel the effects of a country-wide tightening-of-belts, then businesses really start to feel the effects.
However...what is this estate agent doing?
He is investing in a new website.
He knows he cannot afford to fall behind in his marketing efforts. A client can be a fickle beast, and when faced with incentives and discounts forced by a becalmed economy, jumping ship is too easy.
Our estate agent needs to keep his competitive edge; he needs to be seen to be instilling a degree of confidence, and keeping his vendors and applicants abreast of the prevailing market fluctuations. His years of experience and his knowledge of the local market count for a great deal when home owners and prospective buyers are facing ongoing uncertainty.
There is an old saying: "Market your way out of a Recession". Never before has this been so relevant - sitting back and hoping that you will weather the storm is not the answer. Your astute competitors are ensuring that they are tightening up the effectiveness of their marketing activities. This does not necessarily mean spending more money; it does mean thinking outside the box and being creative in your approach.
Above all, be positive and ensure that your clients and customers absorb your optimism.
Tuesday 29 March 2011
A Practical Suggestion for Start Up Britain
As a follow up to my rant of yesterday, I thought I would jot down my own personal thoughts about practical help for start-ups.
Let us first look at a few home-truths:
1. Start-ups need some money. Not always a great deal, as I know from my own experiences, but they will need some. Even if this does not come in the form of direct funding, it might come as a result of the founder not drawing a salary for 18 months, ploughing whatever revenue is generated back into the business.
Banks, despite their rhetoric, are scared of lending money to start-ups with no proven track record. If you have a property, with some spare equity, then you are in with a chance. Again, from my experience, the banks will take notice if they can secure funding against your home, and even then, they still prefer you to stump up half the required capital first.
2. Individuals interested in starting up a business do not have all the skills they need to get it off the gorund, nor do they have the financial wherewithal to contract in external assistance. Yes, they can get business advice from a wide variety of sources, but it is practical help that small businesses need from the outset.
Many small businesses do not have a clue what a business plan is, have no idea how to go through cash flow projections or appreciate just how difficult it can be to get started. These are not just documents that you submit to a bank in the vain hope that they will shower you with cash as a result. They are a detailed overview of what you, as a new business, would like to achieve and how you aim to go about it.
The home-truths out the way, let me outline what would have helped my business when I started it, two years ago, without a penny to my name:
A co-operative of like-minded individuals, who share skills and expertise.
I have a digital marketing company, a tool hire business and a (soon to be launched) internet dating website!
When I started, I was desperate for people to run some telesales campaigns to introduce our products and services, but I couldn't afford to outsource this.
I wanted leaflet distributors.
I was lucky to have my son, a graduate multi-media designer, available to build my website free of charge. Other start-ups don't have this resource. Even fewer have any idea of how to go about actually marketing their new business.
Sales people, interested in getting in front of potential customers, would have been the icing on the cake.
These are practical aspects of my business that I needed in order to grow, but aspects that were all beyond my financial reach. So, where to get that help?
I see the co-operative system working in the following way:
Someone in my area might want to start a commercial cleaning business, but cannot afford to have a website or leaflets designed, but they have the skills and equipment ready to get started.
I provide the design skills free of charge, provided I can advertise my services at the same time (on their website and leaflets), as the cleaning company's clients could well be potential clients for me.
I need some telesales done. A new start-up may be offering business services, and telesales may be one of the services they provide. They offer to run a campaign for me free of charge, and I agree to pay them a commission on any generated business. A risk, but the new start-up has a bona-fide client (my business), and gets their name out in front of other potential clients. I provide testimonials that they can use to help gain other business.
This is not rocket science, more a case of "You scratch my back, I'll scratch yours". It is a network of young business owners who all need practical help, not just words. A referral scheme, designed to generate money for the participants on the StartUp Britain website is not the answer. NatWest do something similar - "you are a valued customer, so join our Advantage Gold Scheme. You pay for this monthly, but look at the rewards you get!". I was an Advantage Gold customer and never took advantage of the so-called perks. It is a marketing ploy - pure and simple!
So, is StartUp Britain a marketing scheme dressed scantily as the Start-Up's Saviour, aimed at generating income for its contributors? Start-ups need to get customers, generate sustainable income and keep costs to an absolute minimum. Advocating the spending of money based upon discounts offered is not, in my opinion, helpful.
Start-Ups - don't get sucked in. Find ways to work together, help each other gain customers in order to build up referrals and a reputation. Think hard about what you want to achieve, how much money you have and then share ideas and skills with other start-ups, and let's combine to get our collective businesses off the ground.
Let us first look at a few home-truths:
1. Start-ups need some money. Not always a great deal, as I know from my own experiences, but they will need some. Even if this does not come in the form of direct funding, it might come as a result of the founder not drawing a salary for 18 months, ploughing whatever revenue is generated back into the business.
Banks, despite their rhetoric, are scared of lending money to start-ups with no proven track record. If you have a property, with some spare equity, then you are in with a chance. Again, from my experience, the banks will take notice if they can secure funding against your home, and even then, they still prefer you to stump up half the required capital first.
2. Individuals interested in starting up a business do not have all the skills they need to get it off the gorund, nor do they have the financial wherewithal to contract in external assistance. Yes, they can get business advice from a wide variety of sources, but it is practical help that small businesses need from the outset.
Many small businesses do not have a clue what a business plan is, have no idea how to go through cash flow projections or appreciate just how difficult it can be to get started. These are not just documents that you submit to a bank in the vain hope that they will shower you with cash as a result. They are a detailed overview of what you, as a new business, would like to achieve and how you aim to go about it.
The home-truths out the way, let me outline what would have helped my business when I started it, two years ago, without a penny to my name:
A co-operative of like-minded individuals, who share skills and expertise.
I have a digital marketing company, a tool hire business and a (soon to be launched) internet dating website!
When I started, I was desperate for people to run some telesales campaigns to introduce our products and services, but I couldn't afford to outsource this.
I wanted leaflet distributors.
I was lucky to have my son, a graduate multi-media designer, available to build my website free of charge. Other start-ups don't have this resource. Even fewer have any idea of how to go about actually marketing their new business.
Sales people, interested in getting in front of potential customers, would have been the icing on the cake.
These are practical aspects of my business that I needed in order to grow, but aspects that were all beyond my financial reach. So, where to get that help?
I see the co-operative system working in the following way:
Someone in my area might want to start a commercial cleaning business, but cannot afford to have a website or leaflets designed, but they have the skills and equipment ready to get started.
I provide the design skills free of charge, provided I can advertise my services at the same time (on their website and leaflets), as the cleaning company's clients could well be potential clients for me.
I need some telesales done. A new start-up may be offering business services, and telesales may be one of the services they provide. They offer to run a campaign for me free of charge, and I agree to pay them a commission on any generated business. A risk, but the new start-up has a bona-fide client (my business), and gets their name out in front of other potential clients. I provide testimonials that they can use to help gain other business.
This is not rocket science, more a case of "You scratch my back, I'll scratch yours". It is a network of young business owners who all need practical help, not just words. A referral scheme, designed to generate money for the participants on the StartUp Britain website is not the answer. NatWest do something similar - "you are a valued customer, so join our Advantage Gold Scheme. You pay for this monthly, but look at the rewards you get!". I was an Advantage Gold customer and never took advantage of the so-called perks. It is a marketing ploy - pure and simple!
So, is StartUp Britain a marketing scheme dressed scantily as the Start-Up's Saviour, aimed at generating income for its contributors? Start-ups need to get customers, generate sustainable income and keep costs to an absolute minimum. Advocating the spending of money based upon discounts offered is not, in my opinion, helpful.
Start-Ups - don't get sucked in. Find ways to work together, help each other gain customers in order to build up referrals and a reputation. Think hard about what you want to achieve, how much money you have and then share ideas and skills with other start-ups, and let's combine to get our collective businesses off the ground.
Monday 28 March 2011
StartUp Britain
I have got to have a rant!
Leaving political affiliations to one side, I am seething at the half-cocked nature of the new StartUp Britain initiative - http://www.startupbritain.org./
There has been a lot of ranting on Twitter this morning, not least from the design industry that, quite rightly, is collectively shocked that there are links to US design companies. At least support UK companies in this initiative, and only UK companies. This country has a rich and enviable culture of cutting-edge design in all disciplines, but advocating that start-ups get their logos from a US company? Insulting.
I can also understand the comments being made from within Northern Ireland - StartUp Britain or StartUp UK?
My second grievance is that most of the information dressed up on the StartUp Britain website has been freely available via BusinessLink for as long as I can remember. I can't see this scheme offering anything new that will really help the new entrepreneur, or am I missing something?
Thirdly, and most importantly, every new business needs MONEY! I started our business up two years ago, and could I get any funding? I drafted an extensive and very detailed Business Plan, had a very realistic cash flow forecast, sought the advice of Business Link and knew the nature of my proposed business like the back of my hand. The banks were not interested unless I put up 50% of the capital. My problem was that there was no equity in my house, due to the recession, and although I was owed money from a former employer, I wouldn't get to see any of that as they had gone into Administration.
It is easy to get funding if you have a property with spare equity. If you don't, you are up the proverbial creek.
There are many organisations that help the younger generation - the Prince's Trust being the most laudable. I was advised of another today who provides awards over the course of the year (http://www.shell-livewire.org/awards/ ), but the upper age limit is 30! I am 48. Interestingly, this recession affected many small business owners, and employees, all aged over 30, whose skills and experience would make them perfect for this latest round of StartUp enthusiasm. Where is the help for these people?
I have spent two years building up my business, and still receive no help whatsoever. I have been fortunate in that I have two work colleagues who have believed in the business enough to work for nothing. I am an employer, pay VAT, corporation tax and Employer PAYE/NIC. I give something back, but can honestly say that I got nothing to help me get here.
Recycling the same old platitudes is not going to help get this country back on its financial feet.
Oh, and please use UK businesses to help you with your StartUp!
Leaving political affiliations to one side, I am seething at the half-cocked nature of the new StartUp Britain initiative - http://www.startupbritain.org./
There has been a lot of ranting on Twitter this morning, not least from the design industry that, quite rightly, is collectively shocked that there are links to US design companies. At least support UK companies in this initiative, and only UK companies. This country has a rich and enviable culture of cutting-edge design in all disciplines, but advocating that start-ups get their logos from a US company? Insulting.
I can also understand the comments being made from within Northern Ireland - StartUp Britain or StartUp UK?
My second grievance is that most of the information dressed up on the StartUp Britain website has been freely available via BusinessLink for as long as I can remember. I can't see this scheme offering anything new that will really help the new entrepreneur, or am I missing something?
Thirdly, and most importantly, every new business needs MONEY! I started our business up two years ago, and could I get any funding? I drafted an extensive and very detailed Business Plan, had a very realistic cash flow forecast, sought the advice of Business Link and knew the nature of my proposed business like the back of my hand. The banks were not interested unless I put up 50% of the capital. My problem was that there was no equity in my house, due to the recession, and although I was owed money from a former employer, I wouldn't get to see any of that as they had gone into Administration.
It is easy to get funding if you have a property with spare equity. If you don't, you are up the proverbial creek.
There are many organisations that help the younger generation - the Prince's Trust being the most laudable. I was advised of another today who provides awards over the course of the year (http://www.shell-livewire.org/awards/ ), but the upper age limit is 30! I am 48. Interestingly, this recession affected many small business owners, and employees, all aged over 30, whose skills and experience would make them perfect for this latest round of StartUp enthusiasm. Where is the help for these people?
I have spent two years building up my business, and still receive no help whatsoever. I have been fortunate in that I have two work colleagues who have believed in the business enough to work for nothing. I am an employer, pay VAT, corporation tax and Employer PAYE/NIC. I give something back, but can honestly say that I got nothing to help me get here.
Recycling the same old platitudes is not going to help get this country back on its financial feet.
Oh, and please use UK businesses to help you with your StartUp!
Wednesday 23 March 2011
Dental Practices are not Recession-proof
Contrary to popular belief, Dental Practices are not recession-proof.
With a new Budget out today, and April looming, there is no doubt that individuals are going to start to notice the tightening of the economic grip on a very personal level. This is the time when businesses, including dental practices, notice that the phone starts to ring a little less.
Instead of a 6 monthly check-up, patients will think they can stretch this out to 12 or 24 months. I know myself, as I have now delayed an optician's appointment for nigh on 18 months, as the cost of new contact lens and spectacles is something that I would rather not consider!
However, we all know that these delays are often a false economy. Lawrence Spindel, in his Dental Blog (http://lspindelnycdds.blogspot.com/2008/09/are-dentists-recession-proof.html), identifies that a 6-month check up would identify problems before they escalate. Waiting until you get a chronic toothache, and then consequently need root canal work or an extraction, ends up costing the patient more in the end.
This is where marketing comes in.
Marketing does not need to cost the earth, but informing your patients of the pitfalls of treatment delays in straitened times will be of benefit to both the patient and your practice.
How do you do that?
Use this opportunity to strengthen the relationship that exists between you and your patients. Other dental practices will be only too keen to welcome patients whose loyalty may be wavering, or who may be tempted to defect by discounted prices and incentives.
Argent Ram Media offers specialist products and services to help dental practices strengthen patient loyalty, inform and educate patients and maximise patient spend-per-head.
With a new Budget out today, and April looming, there is no doubt that individuals are going to start to notice the tightening of the economic grip on a very personal level. This is the time when businesses, including dental practices, notice that the phone starts to ring a little less.
Instead of a 6 monthly check-up, patients will think they can stretch this out to 12 or 24 months. I know myself, as I have now delayed an optician's appointment for nigh on 18 months, as the cost of new contact lens and spectacles is something that I would rather not consider!
However, we all know that these delays are often a false economy. Lawrence Spindel, in his Dental Blog (http://lspindelnycdds.blogspot.com/2008/09/are-dentists-recession-proof.html), identifies that a 6-month check up would identify problems before they escalate. Waiting until you get a chronic toothache, and then consequently need root canal work or an extraction, ends up costing the patient more in the end.
This is where marketing comes in.
Marketing does not need to cost the earth, but informing your patients of the pitfalls of treatment delays in straitened times will be of benefit to both the patient and your practice.
How do you do that?
- Emphasise, via your website, the importance and cost-effectiveness of regular check-ups;
- Use email to remind patients of the risks involved in delaying check-ups;
- If you have screens in your waiting room, show the effects of delaying treatment and prompt the patient to make their next appointment there and then.
Use this opportunity to strengthen the relationship that exists between you and your patients. Other dental practices will be only too keen to welcome patients whose loyalty may be wavering, or who may be tempted to defect by discounted prices and incentives.
Argent Ram Media offers specialist products and services to help dental practices strengthen patient loyalty, inform and educate patients and maximise patient spend-per-head.
- Website Design and Development for Dental Practices;
- Waiting Room screens;
- Dental Treatment Video Animations;
- Screen Content;
- Design for Print;
- Logos and Branding;
- Video Production
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