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.
Showing posts with label marketing. Show all posts
Showing posts with label marketing. Show all posts
Tuesday, 29 November 2011
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.
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?
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
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.
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.
Wednesday, 16 March 2011
Estate "Agent" or Quick-Sell wide-boy?
So, the Property Ombudsman has today announced that complaints against Estate Agents were unacceptably high after dealing with a record number of disputes throughout 2010:
http://www.independent.co.uk/life-style/house-and-home/property/property-complaints-hit-a-record-high-2243311.html
I was an estate agent during the heady days of the mid-80s, and to this day I can't understand why the profession leaves itself so open to criticism and vilification.
It might help if we started being a bit literal and looked at the very title "Estate Agent". An agent is someone who is authorised to act on the behalf of someone else - in the case of an estate agent, they act on behalf of the vendor of the property. They are NOT property sales reps, or retailers, or "stack-em-high, sell-em-cheap" traders. As agents, they owe a significant duty of care to the vendor, whose valuable asset they are entrusted to market effectively and for which they are expected to achieve the best possible market price.
I wouldn't dream of teaching professional estate agents to suck eggs, but I do have my own theories regarding successful estate agency:
1. You needed to get the best instructions on a sole agency basis and at the right price in order to achieve a successful level of sales, and fulfil your duty to the vendor.
How do you get the best instructions? On the whole, a vendor needs to be able to trust you and have confidence in your ability to sell their property. This very often comes down to personality. A property is a very personal asset, and a vendor wants to feel that their agent knows that property, its advantages, the unique aspects and the features that make it a valuable proposition to a prospective purchaser. No-one wants to feel that their property is just another item of stock that, if not sold within 4 weeks, will be reduced in price just to get rid of it.
In one of her recent Secret Shopper programs (Channel 4), Mary Portas demonstrated with great success the difference it makes when an estate agent is fully briefed on a property when they show that property to a potential purchaser (http://www.channel4.com/programmes/mary-portas-secret-shopper/episode-guide/series-1/episode-4)
2. Build relationships. If you consider yourself to be a property professional, you need to immerse yourself in the area in which you operate, and engage with the residents. Someone you sell a house to tomorrow will probably want to sell that house at some stage in the future. If they know you, and remember the great service you offered, the likelihood that they will instruct you to sell that house again is high. If you were perceived as being a fly-by-night wide boy, what are the chances of picking up that house at a later date? It is a short-sighted estate agent who goes for the quick sell without any consideration for the future.
3. Know your clients. That sounds a little glib, but when I was an agent, I had a very good understanding of the requirements of all my "hot" applicants. When I then went to value a property, I was able to mention that I had genuine purchasers who would be interested in that property, and applicants trusted me enough to arrange to view a property on my recommendation alone. That word "trust" counts for so much in this business.
So, although the above is a very brief overview, to my mind there is a common theme running throughout - trust and confidence. Complaints against estate agents can all be channelled down to the prevailing lack of trust and confidence. Agents don't communicate properly, they are inaccurate when it comes to property descriptions, marketing and advertising. All elements that do little to instil trust and confidence.
Not all estate agents are rogues, but there are still too many estate agents who really don't appreciate the term "agent" and all that entails.
Argent Ram Media provide a full range of marketing solutions for estate agents based on a thorough understanding of the profession and the importance of getting core messages across to target markets. We also understand the importance of relationship-building and client engagement. We can help estate agents with the principles of the successful marketing required to instill trust and confidence.
Websites for Estate Agents on subscription;
Marketing screens;
Design for Print and Branding
For further details, please contact Lorraine Baker, Sales Manager, on 01580 761000 or email lorraine@argentrammedia.com
http://www.independent.co.uk/life-style/house-and-home/property/property-complaints-hit-a-record-high-2243311.html
I was an estate agent during the heady days of the mid-80s, and to this day I can't understand why the profession leaves itself so open to criticism and vilification.
It might help if we started being a bit literal and looked at the very title "Estate Agent". An agent is someone who is authorised to act on the behalf of someone else - in the case of an estate agent, they act on behalf of the vendor of the property. They are NOT property sales reps, or retailers, or "stack-em-high, sell-em-cheap" traders. As agents, they owe a significant duty of care to the vendor, whose valuable asset they are entrusted to market effectively and for which they are expected to achieve the best possible market price.
I wouldn't dream of teaching professional estate agents to suck eggs, but I do have my own theories regarding successful estate agency:
1. You needed to get the best instructions on a sole agency basis and at the right price in order to achieve a successful level of sales, and fulfil your duty to the vendor.
How do you get the best instructions? On the whole, a vendor needs to be able to trust you and have confidence in your ability to sell their property. This very often comes down to personality. A property is a very personal asset, and a vendor wants to feel that their agent knows that property, its advantages, the unique aspects and the features that make it a valuable proposition to a prospective purchaser. No-one wants to feel that their property is just another item of stock that, if not sold within 4 weeks, will be reduced in price just to get rid of it.
In one of her recent Secret Shopper programs (Channel 4), Mary Portas demonstrated with great success the difference it makes when an estate agent is fully briefed on a property when they show that property to a potential purchaser (http://www.channel4.com/programmes/mary-portas-secret-shopper/episode-guide/series-1/episode-4)
2. Build relationships. If you consider yourself to be a property professional, you need to immerse yourself in the area in which you operate, and engage with the residents. Someone you sell a house to tomorrow will probably want to sell that house at some stage in the future. If they know you, and remember the great service you offered, the likelihood that they will instruct you to sell that house again is high. If you were perceived as being a fly-by-night wide boy, what are the chances of picking up that house at a later date? It is a short-sighted estate agent who goes for the quick sell without any consideration for the future.
3. Know your clients. That sounds a little glib, but when I was an agent, I had a very good understanding of the requirements of all my "hot" applicants. When I then went to value a property, I was able to mention that I had genuine purchasers who would be interested in that property, and applicants trusted me enough to arrange to view a property on my recommendation alone. That word "trust" counts for so much in this business.
So, although the above is a very brief overview, to my mind there is a common theme running throughout - trust and confidence. Complaints against estate agents can all be channelled down to the prevailing lack of trust and confidence. Agents don't communicate properly, they are inaccurate when it comes to property descriptions, marketing and advertising. All elements that do little to instil trust and confidence.
Not all estate agents are rogues, but there are still too many estate agents who really don't appreciate the term "agent" and all that entails.
Argent Ram Media provide a full range of marketing solutions for estate agents based on a thorough understanding of the profession and the importance of getting core messages across to target markets. We also understand the importance of relationship-building and client engagement. We can help estate agents with the principles of the successful marketing required to instill trust and confidence.
Websites for Estate Agents on subscription;
Marketing screens;
Design for Print and Branding
For further details, please contact Lorraine Baker, Sales Manager, on 01580 761000 or email lorraine@argentrammedia.com
Monday, 14 February 2011
FoneHouse Postscript
Further to my last post about Mary Portas and FoneHouse, the following passage can be found on the FoneHouse website:
"At Fonehouse we are always looking to improve ourselves as a business, as a result we recently have been looking into redeveloping our in store customer experience and brand as a whole. That's why when leading consultant and television personality Mary Portas asked if she could work with us on this, we jumped at the opportunity.
Thanks to our combined efforts we have created a superior customer experience that culminates in our newly refurbished store in Angel, London (IsIington). The design incorporates the new brand, the Fonehouse values of a relaxed 'homely' atmosphere with impeccable customer service and even includes TV screens with live interactive content. With the concept due to be rolled out across the Fonehouse retail estate of 50 stores there has never been a better time to join the Partner Programme. If you want to become a Fonehouse Franchise Partner then complete the form below and we will get back to you as soon as possible."
http://www.fonehouse.co.uk/MaryPortasSecretShopper/
It is now becoming increasingly acknowledged that digital signage can and does enhance the retail shopping experience.
Approximately 60% of buying decisions are made in-store. Carefully placed, compelling and engaging sales and marketing messages, delivered in a dynamic way, can have a very strong influence on what shoppers place in their baskets.
An accepted rule of thumb indicates that a minimum 15% boost can be achieved by placing promoted items on a marketing screen.
These statistics show convincingly that the use of strategically positioned screens should be ignored at the retailers' peril. The returns generated by a well-conceived network of sales and marketing screens cancel out the costs and increases revenue.
For further details on the screen systems available through Argent Ram Media, please contact Lorraine Baker on 01580 761000 or email lorraine@argentrammedia.com.
"At Fonehouse we are always looking to improve ourselves as a business, as a result we recently have been looking into redeveloping our in store customer experience and brand as a whole. That's why when leading consultant and television personality Mary Portas asked if she could work with us on this, we jumped at the opportunity.
Thanks to our combined efforts we have created a superior customer experience that culminates in our newly refurbished store in Angel, London (IsIington). The design incorporates the new brand, the Fonehouse values of a relaxed 'homely' atmosphere with impeccable customer service and even includes TV screens with live interactive content. With the concept due to be rolled out across the Fonehouse retail estate of 50 stores there has never been a better time to join the Partner Programme. If you want to become a Fonehouse Franchise Partner then complete the form below and we will get back to you as soon as possible."
http://www.fonehouse.co.uk/MaryPortasSecretShopper/
It is now becoming increasingly acknowledged that digital signage can and does enhance the retail shopping experience.
Approximately 60% of buying decisions are made in-store. Carefully placed, compelling and engaging sales and marketing messages, delivered in a dynamic way, can have a very strong influence on what shoppers place in their baskets.
An accepted rule of thumb indicates that a minimum 15% boost can be achieved by placing promoted items on a marketing screen.
These statistics show convincingly that the use of strategically positioned screens should be ignored at the retailers' peril. The returns generated by a well-conceived network of sales and marketing screens cancel out the costs and increases revenue.
For further details on the screen systems available through Argent Ram Media, please contact Lorraine Baker on 01580 761000 or email lorraine@argentrammedia.com.
Thursday, 3 February 2011
The Proof is in the Pudding...
Did any of you watch Mary Portas: Secret Shopper (Channel 4) on Wednesday 2nd February?
In this episode, Mary took on the High Street mobile phone outlets, those typically male bastions that revolve around the hard-sell and the up-sell.
"Secret cameras reveal them to be one of the least user-friendly retail environments on the high street. Staff bombard you with technical information that has little to do with finding the right phone for you - and you can't even try before you buy."
Mary's sights were set on FoneHouse, a largely-franchised business that has some fairly ambitious growth plans, but follows the pack when it comes to the trading style of its stores and the service offered by its staff.
By changing the interiors of stores to make them far more welcoming, encouraging dwell time and a far greater level of helpful customer service, Mary aimed to prove that FoneHouse could lead the way in which mobile phone stores treat their customers. Taking the Angel, Islington branch as the test site, the turnaround in perceived customer satisfaction levels were so great that the CEO of FoneHouse had no hesitation in deciding to roll out the new store designs to all new branches, and then re-design existing branches.
If you saw the program, you will have noticed that one feature that was very evident in the new design was the use of digital signage.
On the walls of the store, instead of racks of accessories in bubble packs, there were screens that displayed product information, deals and special offers. The use of these screens provides subliminal direct response sales opportunities without being perceived as the hard-sell. Staff are on hand to answer queries whilst customers are free to test real products, not replicas attached to the walls by a piece of string.
The whole premise behind the redesign is to make customers feel valued, provide them with information that is relevant to them and allow staff the time to listen to what the customers want and then advise them accordingly - the essence of great customer service.
Digital marketing screens are playing an increasingly important role in this approach, as it allows companies to get their core marketing messages across in a non-techy, user-friendly and informative way, furniching customers with the right information for them to make the right choice.
At FoneHouse, Mary carried out a quick customer survey and when asked if FoneHouse would be their brand of choice prior to the redesign, 80% of customers said "No". After the refit, 97% said "Yes".
As a result of the refit, the Islington branch reported that new contracts and upgrades increased by a third.
The overall response was that the new style was welcoming, relaxed and provided a great environment.
What effect could a digital marketing screen have on your business?
To view this episode of Mary Portas: Secret Shopper, click here:
http://www.channel4.com/programmes/mary-portas-secret-shopper/4od#3158376
For information on digital marketing screens, please contact Argent Ram Media on 0845 009 5396, or email lorraine@argentrammedia.com
In this episode, Mary took on the High Street mobile phone outlets, those typically male bastions that revolve around the hard-sell and the up-sell.
"Secret cameras reveal them to be one of the least user-friendly retail environments on the high street. Staff bombard you with technical information that has little to do with finding the right phone for you - and you can't even try before you buy."
Mary's sights were set on FoneHouse, a largely-franchised business that has some fairly ambitious growth plans, but follows the pack when it comes to the trading style of its stores and the service offered by its staff.
By changing the interiors of stores to make them far more welcoming, encouraging dwell time and a far greater level of helpful customer service, Mary aimed to prove that FoneHouse could lead the way in which mobile phone stores treat their customers. Taking the Angel, Islington branch as the test site, the turnaround in perceived customer satisfaction levels were so great that the CEO of FoneHouse had no hesitation in deciding to roll out the new store designs to all new branches, and then re-design existing branches.
If you saw the program, you will have noticed that one feature that was very evident in the new design was the use of digital signage.
On the walls of the store, instead of racks of accessories in bubble packs, there were screens that displayed product information, deals and special offers. The use of these screens provides subliminal direct response sales opportunities without being perceived as the hard-sell. Staff are on hand to answer queries whilst customers are free to test real products, not replicas attached to the walls by a piece of string.
Old Layout
Redesign, showing the use of digital screens
The whole premise behind the redesign is to make customers feel valued, provide them with information that is relevant to them and allow staff the time to listen to what the customers want and then advise them accordingly - the essence of great customer service.
Digital marketing screens are playing an increasingly important role in this approach, as it allows companies to get their core marketing messages across in a non-techy, user-friendly and informative way, furniching customers with the right information for them to make the right choice.
At FoneHouse, Mary carried out a quick customer survey and when asked if FoneHouse would be their brand of choice prior to the redesign, 80% of customers said "No". After the refit, 97% said "Yes".
As a result of the refit, the Islington branch reported that new contracts and upgrades increased by a third.
The overall response was that the new style was welcoming, relaxed and provided a great environment.
What effect could a digital marketing screen have on your business?
To view this episode of Mary Portas: Secret Shopper, click here:
http://www.channel4.com/programmes/mary-portas-secret-shopper/4od#3158376
For information on digital marketing screens, please contact Argent Ram Media on 0845 009 5396, or email lorraine@argentrammedia.com
Monday, 24 January 2011
Print Ad and Screen Ad - a Marriage made in Heaven
In these days of tight budgetary control, I am always urging clients to think creatively, and try new ways of marketing their business without increasing spend.
I would like to look, therefore, at the relationship between your print advertising and what happens when your customers visit your premises.
In Kent, we have a very popular weekly free publication called the Wealden Advertiser. Many local businesses advertise regularly in this, and other reagional publications, as they perceive it to represent good value for money. Certainly, over a period of time, there is no doubt that consistent visibility will generate enquires.
A 6cms single column advertisement will typically cost £40.50 + VAT per week. Over a 52 week period, this will total £2,106 + VAT, so not a small sum for the small business.
How many advertisers are able to track the return on that investment? To make it worthwhile, this advertising cost really needs to result in at least £4,000 worth of new business. If you do advertise in local publications, do you really know what business is generated as a DIRECT result of that advertisement?
I know that is being simplistic, as consistent advertising has other benefits: maintaining a profile, reminding existing customers that you are there etc., and this has great value.
But let's look at a low-cost addition to complement your print advertising.
Local, and indeed national advertising is about generating the enquiry. If you are a business with premises that are visited by your customers, what can you do to maximise end per head from those customers. At the end of the day that is what you want:
Profile - Enquiry - Sale - Customer Retention/Loyalty
From as little as £18.95 + VAT per week (so less than half the cost of your small weekly local advertisement) you could have a dynamic, direct-response digital screen in your showroom, at your trade counter or in your waiting room; indeed, anywhere where you need to engage with your customers and clients.
The printed advertisement has brought the customers in and the screen will maximise the spend-per-head opportunity.
Additional Sales:
“Just to let you know, Sheffield Central have just received the stock of the Fein MultiMasters. They have sold 4 already! Over £700 of extra, welcome sales thanks to it being promoted via the screens.“ Electrical Wholesaler
Customer Care:
“Our customers appreciate that we are far removed from the 'production line' world of the multiple optician chains; we provide them with a caring, professional service - personal attention that's combined with value for money.” Opticians
Increased Spend-per-Head:
"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.“ Dental Practice
Taking the Electrical Wholesaler above as an example, what would £700 of increased sales versus £18.95 weekly costs mean to your business?
For further information on digital sales and marketing screens, please call Argent Ram Media on 0845 009 5396 or email lorraine@argentrammedia.com.
I would like to look, therefore, at the relationship between your print advertising and what happens when your customers visit your premises.
In Kent, we have a very popular weekly free publication called the Wealden Advertiser. Many local businesses advertise regularly in this, and other reagional publications, as they perceive it to represent good value for money. Certainly, over a period of time, there is no doubt that consistent visibility will generate enquires.
A 6cms single column advertisement will typically cost £40.50 + VAT per week. Over a 52 week period, this will total £2,106 + VAT, so not a small sum for the small business.
How many advertisers are able to track the return on that investment? To make it worthwhile, this advertising cost really needs to result in at least £4,000 worth of new business. If you do advertise in local publications, do you really know what business is generated as a DIRECT result of that advertisement?
I know that is being simplistic, as consistent advertising has other benefits: maintaining a profile, reminding existing customers that you are there etc., and this has great value.
But let's look at a low-cost addition to complement your print advertising.
Local, and indeed national advertising is about generating the enquiry. If you are a business with premises that are visited by your customers, what can you do to maximise end per head from those customers. At the end of the day that is what you want:
Profile - Enquiry - Sale - Customer Retention/Loyalty
From as little as £18.95 + VAT per week (so less than half the cost of your small weekly local advertisement) you could have a dynamic, direct-response digital screen in your showroom, at your trade counter or in your waiting room; indeed, anywhere where you need to engage with your customers and clients.
The printed advertisement has brought the customers in and the screen will maximise the spend-per-head opportunity.
Additional Sales:
“Just to let you know, Sheffield Central have just received the stock of the Fein MultiMasters. They have sold 4 already! Over £700 of extra, welcome sales thanks to it being promoted via the screens.“ Electrical Wholesaler
Customer Care:
“Our customers appreciate that we are far removed from the 'production line' world of the multiple optician chains; we provide them with a caring, professional service - personal attention that's combined with value for money.” Opticians
Increased Spend-per-Head:
"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.“ Dental Practice
Taking the Electrical Wholesaler above as an example, what would £700 of increased sales versus £18.95 weekly costs mean to your business?
For further information on digital sales and marketing screens, please call Argent Ram Media on 0845 009 5396 or email lorraine@argentrammedia.com.
Friday, 14 January 2011
Websites for Estate Agents
Estate Agents have always been a very busy vertical market for us, and we have helped many to get more productive websites that in turn work on many more levels than their previous internet incarnations.
What makes an effective estate agency website? This is not a rhetorical question; it is an invitation to share thoughts and suggestions, as it is always good to know the direction that the profession is following.
Having been an estate agent in a former life, I have a fairly good idea of what any estate agency would like to achieve:
Gaining the best instructions, at the right price and on a sole agency basis = the best possible chance you have of selling those properties.
That is the simplistic equation, and there are many other aspects to successful agency. I was always one of those firm believers that estate agency was about building relationships and not just the hard and fast sell. Perhaps I am a dinosaur!
- Understanding that every vendor thinks their property is a palace, and being diplomatic and positive when it comes to advising on the best marketing strategies;
- Being able to present your arsenal of marketing weapons so that your commission always represents excellent value for money;
- Building relationships with both vendors and applicants so that they come to trust you and your judgement;
- Remembering that a new purchaser could become a vendor in a couple of years and will undoubtedly share any horror stories with their new neighbours; give them reason to share the pleasant stories and spread the word.
So, how do the above manifest themselves in a website?
- Always understand your target market and the way in which you want your company to be perceived. This is vitally important if you want to attract the vendors of the properties that you want to sell.
- Think hard about what it is that makes your approach unique. Why would a vendor instruct you as opposed to one of your competitors? Most agents advertise on Rightmove, in the local papers, in their office windows. What do you do that is different?
- What information do you need to present to prospective purchasers to get them in the door of a property? Marketing is all about creating desire, so remember that when presenting properties. Your material needs to make applicants feel that they MUST view. Don't give too much away; tempt the applicant with the relevant and factual details, but in a way that encourages them to pick up the phone.
Getting the above right will make the development of your website straightforward. The technology allows your website to respond to the demands of your clients, but the art lies in seducing those clients with the elements that make you unique.
We would welcome any feedback from anyone involved in estate agency or property letting, so do please share your views.
If you would like any information on website design and development for estate agents, please contact Argent Ram Media on 0845 009 5396 or email lorraine@argentrammedia.com
Thursday, 13 January 2011
How can you make your existing customers spend more money?
If you have customers coming to your premises, how can you encourage them to part with a little bit more of their hard-earned cash in these straitened times. As one of our leading supermarkets never fails to tell us, "Every Little Helps"!
As I am sure you know, marketing is about creating desire. The message you send to your customers, be it through product display, posters or any other type of merchandising, needs to make the customer think "I MUST have that". If they think "I'd quite like that" or "that looks nice, but..." then in this climate you aren't going to get a sale.
So, think desire. Consider your actual point of sale and the moment the customer comes to part with their money. I am sure that if you had the inclination, or it didn't look too desperate, you'd whip out your best-selling product and shove it under the customers nose, yelling "Buy this now".
A small screen, strategically positioned by your till, can subtly do this for you. Direct response advertising does work when it comes to persuading the customer to make the impulse purchase. A static display will not necessarily tempt, but an evocative, tempting visual marketing message, on a digital screen will achieve so much more:
“We have had excellent success basically because the product is promoted via our screens.“
“9 of our branches have sold over £27,000 of the product YTD, and because this tool needs to be demonstrated, the screens have been a perfect ‘tool’ for promoting and selling this product."
“A customer wanted some cable to be cut, and whilst waiting he saw the advertisement and bought the product. £26.10 for the cut cable plus an additional £179.00 for the Fein MultiMaster.“
“Just to let you know, our branch has just received the stock of the Fein MultiMasters. They have sold 4 already! Over £700 of extra, welcome sales thanks to it being promoted via the screens.“
Many of you may have noticed that Camelot have little 10" screens positioned above the Lotto tills in store. Why? They act as an eye-catching aide-memoire to remind queuing customers to buy their lottery tickets. If it works for them, it will work for you.
For details of Point of Sale digital screens, please contact Argent Ram Media on 0845 009 5396 or email lorraine@argentrammedia.com
As I am sure you know, marketing is about creating desire. The message you send to your customers, be it through product display, posters or any other type of merchandising, needs to make the customer think "I MUST have that". If they think "I'd quite like that" or "that looks nice, but..." then in this climate you aren't going to get a sale.
So, think desire. Consider your actual point of sale and the moment the customer comes to part with their money. I am sure that if you had the inclination, or it didn't look too desperate, you'd whip out your best-selling product and shove it under the customers nose, yelling "Buy this now".
A small screen, strategically positioned by your till, can subtly do this for you. Direct response advertising does work when it comes to persuading the customer to make the impulse purchase. A static display will not necessarily tempt, but an evocative, tempting visual marketing message, on a digital screen will achieve so much more:
“We have had excellent success basically because the product is promoted via our screens.“
“9 of our branches have sold over £27,000 of the product YTD, and because this tool needs to be demonstrated, the screens have been a perfect ‘tool’ for promoting and selling this product."
“A customer wanted some cable to be cut, and whilst waiting he saw the advertisement and bought the product. £26.10 for the cut cable plus an additional £179.00 for the Fein MultiMaster.“
“Just to let you know, our branch has just received the stock of the Fein MultiMasters. They have sold 4 already! Over £700 of extra, welcome sales thanks to it being promoted via the screens.“
Many of you may have noticed that Camelot have little 10" screens positioned above the Lotto tills in store. Why? They act as an eye-catching aide-memoire to remind queuing customers to buy their lottery tickets. If it works for them, it will work for you.
For details of Point of Sale digital screens, please contact Argent Ram Media on 0845 009 5396 or email lorraine@argentrammedia.com
Monday, 25 October 2010
Time for Positive Thinking
It would be the easiest thing in the world for the small business owner to believe everything they read or hear in the press, and be convinced that we are heading for some horrific double-dip recession.
This way of thinking has got to stop.
If you look behind the stories, or take the time to discover the positive approaches being taken by organisations across the UK, in spite of the doom-laden perspective taken by the media, then you will see that we are in a position to launch this decade of the entrepreneur!
In the past fortnight, I have seen the positive results of thinking outside the box, and looking for the opportunities out there:
Vince Moran, Chief Operating Officer views the abolition of his quango, British Waterways as "great news" and he views the long-term future of the organisation, with new charitable status as "fantastic".
http://www.bbc.co.uk/news/uk-politics-11541497
Staff at a hospital in Hampshire have been actively involved in looking for ways to save money within their departments, and the creative thinking has already cut overheads by not inconsiderable amounts:
http://www.bbc.co.uk/news/uk-england-hampshire-11540473
So, how can the small business make the most of the opportunities that do exist?
1. Think about where you are spending money, and if you cannot see a return on your investment, think again;
2. Don't stop marketing. It has always been said that you need to market your way out of a recession, and never a truer word has been said. This does not mean that you have to increase your marketing spend. On the contrary, as I said above, be creative. Just because you have always advertised in the Yellow Pages, ask yourself if you are really getting business as a result. Try something new: is your website really working for you? Does it collect data, or really sell your products and services? Could you generate additional income by selling products online? Are you in touch with your existing customers often enough, and are they remaining loyal to you in a financial climate where it pays to shop around?
3. Network. Go back to basic principles of providing excellent customer service. Social Media is the perfect way to do this online, without the need for you to leave your office! Listen to what potential clients and customers want from businesses like yours, react and then let them know what you do. Share your successes, talk about your business and offer help where it is requested. If you have not started to embrace Social Media and the many routes to market it offers, then you are missing out!
Little things can make all the difference. Above all, please BE POSITIVE. Ignore the negative news. We all know that the country has no money, there are uncertainties and we will all have to be watch the pennies, but let us for once believe in our collective futures. As small business owners, we all started up with a belief in our products and services. We just need to share those beliefs, have the strength of our own convictions and get our message out there in front of our clients and customers.
Argent Ram Media provide a range of multi-media marketing solutions for small, medium and large businesses and companies. Please contact us for further information - 0845 009 5396.
http://www.argentrammedia.com/
ian@argentrammedia.com
This way of thinking has got to stop.
If you look behind the stories, or take the time to discover the positive approaches being taken by organisations across the UK, in spite of the doom-laden perspective taken by the media, then you will see that we are in a position to launch this decade of the entrepreneur!
In the past fortnight, I have seen the positive results of thinking outside the box, and looking for the opportunities out there:
Vince Moran, Chief Operating Officer views the abolition of his quango, British Waterways as "great news" and he views the long-term future of the organisation, with new charitable status as "fantastic".
http://www.bbc.co.uk/news/uk-politics-11541497
Staff at a hospital in Hampshire have been actively involved in looking for ways to save money within their departments, and the creative thinking has already cut overheads by not inconsiderable amounts:
http://www.bbc.co.uk/news/uk-england-hampshire-11540473
So, how can the small business make the most of the opportunities that do exist?
1. Think about where you are spending money, and if you cannot see a return on your investment, think again;
2. Don't stop marketing. It has always been said that you need to market your way out of a recession, and never a truer word has been said. This does not mean that you have to increase your marketing spend. On the contrary, as I said above, be creative. Just because you have always advertised in the Yellow Pages, ask yourself if you are really getting business as a result. Try something new: is your website really working for you? Does it collect data, or really sell your products and services? Could you generate additional income by selling products online? Are you in touch with your existing customers often enough, and are they remaining loyal to you in a financial climate where it pays to shop around?
3. Network. Go back to basic principles of providing excellent customer service. Social Media is the perfect way to do this online, without the need for you to leave your office! Listen to what potential clients and customers want from businesses like yours, react and then let them know what you do. Share your successes, talk about your business and offer help where it is requested. If you have not started to embrace Social Media and the many routes to market it offers, then you are missing out!
Little things can make all the difference. Above all, please BE POSITIVE. Ignore the negative news. We all know that the country has no money, there are uncertainties and we will all have to be watch the pennies, but let us for once believe in our collective futures. As small business owners, we all started up with a belief in our products and services. We just need to share those beliefs, have the strength of our own convictions and get our message out there in front of our clients and customers.
Argent Ram Media provide a range of multi-media marketing solutions for small, medium and large businesses and companies. Please contact us for further information - 0845 009 5396.
http://www.argentrammedia.com/
ian@argentrammedia.com
Sunday, 30 August 2009
Is Twitter worthwhile for Business?
Everywhere I turn these days, there are debates as to the validity of Twitter as a business marketing tool. These debates sit alongside critiques of Facebook and LinkedIn as effective networking environments in which to conduct commerce.
So, the question remains: can Twitter help your business?
Firstly, I would advise any company against believing that joining Twitter and posting a few Tweets to gain a couple of followers will make the difference between the success and failure of your business. It won't. For those of you who do not yet know what Twitter is, let's turn to Wikipedia:
"Twitter is a free social networking and micro-blogging service that enables its users to send and read messages known as tweets. Tweets are text-based posts of up to 140 characters displayed on the author's profile page and delivered to the author's subscribers who are known as followers."
So, how can 140 characters of text help a business?
1. You can easily drive people to your website or a page of your website. Driving people to your website and changing website content will, in turn, help improve your general search engine ranking. Adding fresh content, making the site content relevant and interesting to your prospective customers will help increase your overall internet presence;
2. You can air your views on subjects that are relevant to your business, and, more importantly, relevant to potential customers. Regular "expert" Tweets can establish you as an authority on a subject and garner an increase in the number of followers you attract;
3. There is an argument that "Followers" of your Tweets are very unlikely to become customers of yours overnight, if at all. That is not the point, and if you think Twitter will bring these types of results, then don't bother with it. We all know that there is no magic wand in the world of marketing. But the more followers you have, the greater the audience you have to address;
4. Twitter allows you to engage with other users. "Engagement" is one of the buzz words in marketing at the moment. Being limited to 140 characters is also a great lesson in the practice of being concise. Learn to get across a marketing message in a short, punchy and interesting way that will attract people to notice you, and leave them wanting to know more...;
5. From a business perspective, Twitter makes you think about the other forms of on-line and Social marketing available, and how you can use them to your advantage, bearing in mind that many of these forms of marketing are absolutely FREE.
For instance, use Tweets to point users to a blog you have written, and in which you can expound on the subject you introduced on Twitter. Blogs are widely accepted as being an invaluable part of any on-line marketing strategy, with cross-references to relevant content on your website, for example.
Links to your Twitter page can be inserted in Blogs, your website, articles and other Social Media sites, creating a tight network of information that you are creating. Having views on subjects relevant to your business demonstrates that you can be taken seriously, and will enhance the overall image of your business.
If you write articles or produce documents on products and services you provide, Tweet about them and link through to them. Get people reading about what you do.
I am not going to use examples of the successes or otherwise of large corporations; I am addressing this at the small and medium sized business looking to find their way into the rapidly growing world of Social Networking.
From personal experience, I don't expect to generate a massive influx of income-generating leads simply by tweeting a couple of times a day (although that would be nice!).
I tweet to drive people to my website. I use URL shortening tools, and can see the instant results as click-throughs are logged in real-time; a lot like Google Adwords but without the cost!
I tweet to point people to articles that I have written on subjects relevant to my business, and that I think might be of interest to prospective customers.
I tweet to offer affiliate deals, or highlight other articles that have been written by other people.
I read other tweets posted by experts and learn a great deal from their articles about emerging trends in marketing and consumer behaviour, and on a day to day basis.
I receive tweets from a wide variety of publication on specific topics that are of particular interest to me, cutting to the chase and saving valuable time.
My advice? Use Twitter and see for yourself. It is a great arena in which to experiment with marketing messages; see what attracts attention. Be patient; don't expect to make £millions, but start to use it as a part of your internet marketing strategy, and employ it with other complementary methods. If the only thing you achieve is increased organic search engine placement for your website, then that can't be a bad result.
It has worked for me, and can certainly work for you.
If you would like to discuss including Social Networking within your on-line marketing strategy, please contact us at design@argentrammedia.com. http://www.argentrammedia.com/
So, the question remains: can Twitter help your business?
Firstly, I would advise any company against believing that joining Twitter and posting a few Tweets to gain a couple of followers will make the difference between the success and failure of your business. It won't. For those of you who do not yet know what Twitter is, let's turn to Wikipedia:
"Twitter is a free social networking and micro-blogging service that enables its users to send and read messages known as tweets. Tweets are text-based posts of up to 140 characters displayed on the author's profile page and delivered to the author's subscribers who are known as followers."
So, how can 140 characters of text help a business?
1. You can easily drive people to your website or a page of your website. Driving people to your website and changing website content will, in turn, help improve your general search engine ranking. Adding fresh content, making the site content relevant and interesting to your prospective customers will help increase your overall internet presence;
2. You can air your views on subjects that are relevant to your business, and, more importantly, relevant to potential customers. Regular "expert" Tweets can establish you as an authority on a subject and garner an increase in the number of followers you attract;
3. There is an argument that "Followers" of your Tweets are very unlikely to become customers of yours overnight, if at all. That is not the point, and if you think Twitter will bring these types of results, then don't bother with it. We all know that there is no magic wand in the world of marketing. But the more followers you have, the greater the audience you have to address;
4. Twitter allows you to engage with other users. "Engagement" is one of the buzz words in marketing at the moment. Being limited to 140 characters is also a great lesson in the practice of being concise. Learn to get across a marketing message in a short, punchy and interesting way that will attract people to notice you, and leave them wanting to know more...;
5. From a business perspective, Twitter makes you think about the other forms of on-line and Social marketing available, and how you can use them to your advantage, bearing in mind that many of these forms of marketing are absolutely FREE.
For instance, use Tweets to point users to a blog you have written, and in which you can expound on the subject you introduced on Twitter. Blogs are widely accepted as being an invaluable part of any on-line marketing strategy, with cross-references to relevant content on your website, for example.
Links to your Twitter page can be inserted in Blogs, your website, articles and other Social Media sites, creating a tight network of information that you are creating. Having views on subjects relevant to your business demonstrates that you can be taken seriously, and will enhance the overall image of your business.
If you write articles or produce documents on products and services you provide, Tweet about them and link through to them. Get people reading about what you do.
I am not going to use examples of the successes or otherwise of large corporations; I am addressing this at the small and medium sized business looking to find their way into the rapidly growing world of Social Networking.
From personal experience, I don't expect to generate a massive influx of income-generating leads simply by tweeting a couple of times a day (although that would be nice!).
I tweet to drive people to my website. I use URL shortening tools, and can see the instant results as click-throughs are logged in real-time; a lot like Google Adwords but without the cost!
I tweet to point people to articles that I have written on subjects relevant to my business, and that I think might be of interest to prospective customers.
I tweet to offer affiliate deals, or highlight other articles that have been written by other people.
I read other tweets posted by experts and learn a great deal from their articles about emerging trends in marketing and consumer behaviour, and on a day to day basis.
I receive tweets from a wide variety of publication on specific topics that are of particular interest to me, cutting to the chase and saving valuable time.
My advice? Use Twitter and see for yourself. It is a great arena in which to experiment with marketing messages; see what attracts attention. Be patient; don't expect to make £millions, but start to use it as a part of your internet marketing strategy, and employ it with other complementary methods. If the only thing you achieve is increased organic search engine placement for your website, then that can't be a bad result.
It has worked for me, and can certainly work for you.
If you would like to discuss including Social Networking within your on-line marketing strategy, please contact us at design@argentrammedia.com. http://www.argentrammedia.com/
Monday, 3 August 2009
A Marketing Success Story
Did you read the Sunday Times Magazine this week (2nd August 2009)?
In it, there was an article, "Shifting Sands", about the need for British seaside towns to reinvent themselves for the increase in UK stay-at-home holidays. Attention was focused on Torquay, and there was one story that particularly caught my eye.
There are two rival ferry companies that run up and down the Torbay coastline linking Torquay, Brixham and Paignton. The Western Lady Ferry Service took the decision, 3 years ago, to sell two elegant second-world-war naval ships, and then invest in two new 170-passenger vessels at £500,000 a-piece. As a result, they need to have healthy passenger numbers just to break even and when fuel costs rise, and the weather turns inclement this has a significant knock-on effect. Despite having been in business for 64 years, they are finding it a struggle.
The rival company, Greenway Quay and Ferry Service, is not having anything like the same problems. Profits are up 50% on last year. In the 4 years the company has been in business, some shrewd investments have been made, including the purchase of one of the naval ships that Western Lady offloaded. Naturally, the question was posed "How has Greenway done so well, and Western Lady so badly?" The answer..?
"We offer more trips than anyone else, and we spend more than anyone else on marketing...because we know we've got to speculate to accumulate. That is not the attitude of everyone in the area." Will Ford, Greenway Quay and Ferry Service.
You will hear every marketing expert expounding on the need to "market your way out of a recession." The above story is a prime example of the success that can be achieved by thinking outside the box. Greenway have done different things; they have not been complacent. They offer a greater range of services, and by keeping control over his costs, Will Ford only needs to fill 35% of his boats to be profitable. It says much that he is close to capacity on almost all services he runs.
Don't make the mistake of ignoring the need to market your business. I have written four articles on how you can make the most of some of the most cost-effective forms of marketing you have at your disposal:
Marketing in a Difficult Economy - Employing a Cost-Effective Marketing Strategy
Search Engine Promotion - Getting your Website seen by Potential Customers
Effective Websites - the Importance of your Homepage
Consumer Behaviour Changes - An Introduction to Google Insights for Search
These articles are all available for you to download, free, from our website at:
http://www.argentrammedia.com/downloads.html
If you would like to discuss any aspect of your marketing, please call us to arrange a free initial consultation.
Argent Ram Media is a company that specialises in providing a range of marketing solutionsfor all businesses, from the small one-man-band up to the largest of multi-nationalcompanies.
Website Design & Development
Design for Print
Email Design & Campaign Management
Micro-Site Marketing
E-Commerce
Internet Start-Ups
Marketing Consultancy
Search Engine Marketing
PR
Digital Advertising
Digital Screen Marketing
0845 009 5396
Acknowledgement - The Sunday Times Magazine, 2nd August 2009.
In it, there was an article, "Shifting Sands", about the need for British seaside towns to reinvent themselves for the increase in UK stay-at-home holidays. Attention was focused on Torquay, and there was one story that particularly caught my eye.
There are two rival ferry companies that run up and down the Torbay coastline linking Torquay, Brixham and Paignton. The Western Lady Ferry Service took the decision, 3 years ago, to sell two elegant second-world-war naval ships, and then invest in two new 170-passenger vessels at £500,000 a-piece. As a result, they need to have healthy passenger numbers just to break even and when fuel costs rise, and the weather turns inclement this has a significant knock-on effect. Despite having been in business for 64 years, they are finding it a struggle.
The rival company, Greenway Quay and Ferry Service, is not having anything like the same problems. Profits are up 50% on last year. In the 4 years the company has been in business, some shrewd investments have been made, including the purchase of one of the naval ships that Western Lady offloaded. Naturally, the question was posed "How has Greenway done so well, and Western Lady so badly?" The answer..?
"We offer more trips than anyone else, and we spend more than anyone else on marketing...because we know we've got to speculate to accumulate. That is not the attitude of everyone in the area." Will Ford, Greenway Quay and Ferry Service.
You will hear every marketing expert expounding on the need to "market your way out of a recession." The above story is a prime example of the success that can be achieved by thinking outside the box. Greenway have done different things; they have not been complacent. They offer a greater range of services, and by keeping control over his costs, Will Ford only needs to fill 35% of his boats to be profitable. It says much that he is close to capacity on almost all services he runs.
Don't make the mistake of ignoring the need to market your business. I have written four articles on how you can make the most of some of the most cost-effective forms of marketing you have at your disposal:
Marketing in a Difficult Economy - Employing a Cost-Effective Marketing Strategy
Search Engine Promotion - Getting your Website seen by Potential Customers
Effective Websites - the Importance of your Homepage
Consumer Behaviour Changes - An Introduction to Google Insights for Search
These articles are all available for you to download, free, from our website at:
http://www.argentrammedia.com/downloads.html
If you would like to discuss any aspect of your marketing, please call us to arrange a free initial consultation.
Argent Ram Media is a company that specialises in providing a range of marketing solutionsfor all businesses, from the small one-man-band up to the largest of multi-nationalcompanies.
Website Design & Development
Design for Print
Email Design & Campaign Management
Micro-Site Marketing
E-Commerce
Internet Start-Ups
Marketing Consultancy
Search Engine Marketing
PR
Digital Advertising
Digital Screen Marketing
0845 009 5396
Acknowledgement - The Sunday Times Magazine, 2nd August 2009.
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