Does print still have a place in a world of digital and mobile marketing?

There is no doubt that we all struggle to find the best way to market our businesses with many small companies moving away from traditional print marketing as a way to cut costs and lessen their impact on the carbon footprint.

During these tough economic times companies are tightening their financial belts and turning their attention solely to digital and content marketing to create awareness and promote sales.

That said, printed collateral still has its place in certain businesses serving a specific demographic that appreciate and need a tangible representation of their product or service.

Certain sectors, such as retail, still rely on this tangible form of marketing to promote their products but manage to balance this with advertising across the relevant digital channels.

Whether you’re a superbrand or a one man band, getting the right marketing mix is critical and whilst content marketing is a hot topic at the moment, traditional print marketing can still be used effectively to drive customers online.  Here’s three tried and tested ways marketers use to reach specific target audiences:

Effective business networking – cards and flyers

Making a lasting impression when marketing face-to-face by handing someone a card or flyer is more likely to make your message stick. And, there’s some really clever designs and techniques out there which will give you an edge

The tangible, physical nature of print will help you network within your chosen circles allowing you to target local businesses, meet new prospects and exchange ideas much more effectively.

Smart targeting – direct mail

We all still love to receive a physical card with a special message in the post, so a personalized well-crafted campaign communicating special offers, discounts or events will show that you value your customer and appreciate their business.

If you schedule these messages carefully and sparingly, personally engaging your target audience, you’ll avoid being regarded as junk mail; if the message is relevant to the recipient, they are much more likely to respond.

Testing alternative media – press advertising

The most effective marketing plan is likely to cover different types of media to communicate business propositions and messages.

Whilst blogs and social networking is one effective way of driving traffic to your website, different customer types respond to very different types of media.  An older, more mature demographic may not surf the web as much as maybe reading a magazine or a newspaper.

A well designed advertisement in a relevant publication appealing to your specific target audience could be an effective alternative way to communicate with your customers.

So whilst traditional marketing methods seem to no longer curry favour, and with marketing budgets constantly being slashed, it’s all too easy to pass up on print.

I think there’s certainly still room for print marketing alongside newer digital marketing techniques, it’s all about making sure you don’t lose sight of your P’s!

Christine Davey
@DaveyMarketing

If you’d like some help on creating effective printed communications, Tweet me or call me on 01273 772033 today.

Networking Etiquette – 10 tips to improve your business networking

Catching up with fellow networking colleagues is an essential element to relationship building and maintaining trust within your business circles.

Whilst attending an event recently, our conversation turned to how important it is to make time to get to know people at general business networking events; one of the most effective ways to gain new clients and build trust.

The key to success is knowing how to achieve optimum results without being too aggressive and understanding the golden rules of etiquette when attending any networking event:

1. Be prepared. Arrive on time having previewed the guest list and identified two or three people you would like to meet during the event.
2. Introduce yourself. Be brave and always extend your hand and clearly introduce yourself with your first and last name and the name of your business – don’t rely on your name badge; people rarely remember written details but will be more likely to remember a confident handshake and a happy face!
3. Rehearse your intro. Briefly describe what you do, avoid long descriptions with an obvious sales pitch, instead make the tone friendly and informative.
4. Enter group conversations sensitively. Don’t barge in and take over! Approach and stand quietly for a moment or two, wait for a break in the conversation or for someone to make eye contact with you.
5. Make meaningful business card exchanges. Only exchange cards when it will be of benefit to both of you, either if they ask for one or you offer assistance with something they say they want or need.
6. Politely exit conversations. Avoid monopolizing people’s time and from being monopolized by someone else. After a reasonable time the key is to move away from the conversation by excusing yourself politely; this sometimes happens naturally when others join your group or simply say ‘Do excuse me, I’ve enjoyed speaking to you.’
7. Always introduce yourself to fellow table guests. Before taking your seat, make a point of introducing yourself to each of your fellow table guests before taking your seat.
8. Follow-up with new acquaintances. This is the most important element to successful networking; showing you are interested in the people you meet. A personal note to every person you’ve met within 24-48 hours, including calling anyone who has helped give you leads and referrals.
9. Gain permission before sharing contact details. Check they are OK for you to share their details with someone you think they might be able to help. Providing an endorsement or introducing them as an expert in their field to someone looking for their help is key in demonstrating you are someone they can trust.
10. Don’t give up at the first hurdle. Time is always a challenge, and it’s too easy to give up when it doesn’t look like you’re getting anywhere with people you have built up a relationship with or feel a potential with. Continue to exchange knowledge which will add value and help to forge a strong mutual connection, but know when it’s time to step away if you can’t add value straight away.

Here’s a list of some current networking organisations in Brighton & Sussex>>>

 

Christine Davey
@DaveyMarketing

If you’d like some help with your own marketing Tweet me or call me on 01273 772033 to arrange an initial chat over a coffee!

Photoshoot: a day in a professional photography studio. . .

As a marketing professional, images play an important part in creating an impact; whether it’s making sure you have consistent, good quality representation of your products or you need to project a warm and welcoming impression, good creative imagery plays a key part in your marketing activities.

My own bio images were starting to look a little tired and whilst representative of my personality, I felt it was time to create a better impression by investing some time and money in a professional photoshoot.

Having met Ted Davis on several occasions over the years and collaborating with him on several marketing projects I had never actually experienced an actual photoshoot with Ted, who is a fabulous professional photographer based in Hove.

Studio 323 is located in historic Palmeira Square, overlooking the beautiful gardens and the sea and occupies a space that was once the first floor drawing room of a large Victorian house.

The studio provides 500 square feet of space, 14 foot ceilings, and is equipped with full blackout facilities for studio photography or generous daylight for naturally lit work.  The view from the windows of this magnificent space provides the perfect backdrop and setting for many types of photoshoot.

Here are some of the resulting images Ted created for me. . . .

Christine Davey
@DaveyMarketing

If you’d like some help implementing your marketing activities Tweet me or call me on 01273 772033 for an initial chat over a coffee!

Digital Marketing: 3 Winning ways to make it work for you

Still in its infancy, digital marketing is so fast changing that it’s not always easy to know how to integrate into your existing marketing planning effectively.

Try these 3 simple steps to making sure you choose the right platforms for your business.

1. Research: find out where your audience is

As a small business, it’s very tempting just to pick one channel, normally one you might be familiar with or may have dabbled with on a personal level. Focusing all your efforts on Facebook, for instance, when your target market might be engaging more in Instagram or YouTube, could prove costly in the long term.

Before you commit to setting up profiles on Social Media streams, find out what research has been done on your target market which outlines where your customers might be communicating. Using your keywords, search each channel to see how your competitors are engaging and learn from their apparent success.

Recent studies show that small businesses see the best results when they commit themselves to joining up their marketing efforts making sure all their digital platforms are accessible, whether through print advertising; QR codes, Website; link to email marketing sign-up, Social Media; links in online profiles which direct traffic to specific targeted offers/services.

2. Add Value: consider what your target audience really wants

Avoid blatant selling; posting constantly about how great your products are and communicating special offers won’t generate a sale on it’s own and will soon see your followers dwindle and go somewhere else. Whilst everyone loves a bargain, sharing useful pieces of knowledge and advice will give credence to your products and position you as the brand to follow in your field of expertise.

Ask your customers what they want; as soon as you know then you can start providing powerful, targeted information, which will generate more sales.

3. Join the dots: make sure your digital marketing becomes part of your overall marketing mix

Digital marketing is only one part of your overall marketing strategy; albeit an important one – don’t be tempted to separate digital from your other marketing efforts.

Consider your key propositions and utilize other marketing strategies to communicate your key digital platforms including Face-to-face (business cards/flyers), Media (advertising) and PR (Press releases).

Consider every physical touch point you have with a customer – at the till if you own a shop, the food bill if you own a restaurant, in the waiting room if you run a beauty salon.

In essence, try and keep it real; communicate openly with your customers and give them what they want – this way they’ll keep coming back again and again.

 

Christine Davey
@DaveyMarketing

If you’d like some help with implementing your digital marketing Tweet me or call me on 01273 772033 for an initial chat over a coffee!

Home Workers Beware! Be distracted at your peril. . .

As a homeworker, I know how difficult it can be to remain productive when the house is full of tempting distractions.  Over the years, I’ve learned how to resist the urge when no one is looking over you, and giving in just means wasting precious time and money.

I tend to combine my time working on site with clients when I have a meaty project, but when I need to be ‘at my desk’ at home, I’ve managed to put a few disciplines in place to combat wasting time.

Find an appropriate workspace

Preferably a dedicated ‘office space’ –  ideally a spare room or even a converted shed at the end of the garden that you can close the door at the end of the day.  This is not always possible if space is an issue.  A dedicated area of a room is just as effective, as long as you make sure you delineate your time between work and recreation.  Here are some real homeworkers who have set up shop in a bedroom (me included) in WorkFromHomeWisdom.com

Keep to a definite business schedule

When working within an organization, your working hours are pretty much set in stone – 9am-5.30pm, 5 days a week – you’re contractually obliged to keep within these times (depending on what you do).  Working from home gives you much more flexibility, but it’s all too easy to take advantage of your freedom and discipline goes out of the window.

Try and stick to a schedule.  I make sure I set my alarm every morning and arrive at my desk to start planning my day by 9.30 when I’m working on a project from home.  It’s also a good idea to let your friends and family know your schedule to avoid those impromptu visits.

Never work in your Pyjamas!

I’ve read many articles over the years where small business homeworkers relish the opportunity to be able to fall out of bed and start working, without having to get dressed in a ‘business suit’.  Don’t do it!  Imagine the embarrassment when a client calls via Skype and you’re sitting there in your nightwear!  Being smartly dressed gives you a sense of professionalism and creates a good impression and, when the client calls for an urgent face-to-face meeting, you’re ready to go at a moment’s notice.

Stick to a routine

It’s all about managing your time and workload.  Manage your day carefully around work and family commitments.  Being a parent, the usual domestic chores and school run is going to play an important part of your working life and it’s essential to stick to a strict routine to remain productive.

With the advent of smartphones and tablets, it’s always tempting to overdo things.  If you’re in your ‘non-work’ mode and an important email pings through, it’s too tempting to jump on it immediately, which can be very distracting for both you and your family.

Get out and network

Meeting people face-to-face will make your working life much more bearable.  Working from home can be very isolating whether you live alone or you’re juggling work and family.  Taking advantage of the many business networking events will allow you to integrate with other human beings and give you an opportunity of making new business contacts with a view to gaining new customers.

There are lots of organisations out there that regularly run business networking and training events to take advantage of.  Whether you want to be locked in and pay an annual fee or just drop in for a coffee and a chat, here’s a list of some of the current groups in Brighton & Sussex.

Networking in Brighton & Sussex

Christine Davey
@DaveyMarketing

If you’d like some help to manage your marketing planning  Tweet me or call me on 01273 772033 to set up an initial chat over a coffee!

5 Ways to gain Brand Recognition

It doesn’t matter what kind of business you have, whether you are a big corporate brand or a one-man band – in order to be successful your brand needs to stand out from the crowd.  Your ultimate goal is to have your target market think only of you when they are ready to buy.

Gaining brand recognition isn’t just about a fancy logo – it’s all about making sure that whenever your target market associates with a product, service or organisation they remember something distinctive about you which will jog their memory.  This could be a logo, a colour, some kind of packaging or just memorable customer service; something that triggers associations in their minds and sets you apart from your competition.
Here are 5 ways you can easily gain brand recognition

1.  Exceptional Customer Service
Develop a reason customers will trust you enough to come back time and time again and recommend you to others.  Today’s customers are much more discernible; looking for guarantees, prompt turnaround time and first-class after sales service.  In fact, customer service can often be the major factor in the final buying decision.
2. Be Personable
Create a persona to engender trust; become the go-to person/company in your field of expertise.  Your target market needs to accept you as the person behind the brand before they will buy what you are are offering.
3. Generate Awareness
Create a strategy to remind your target market that you are actively doing business; make them aware of what you offer by keeping your brand top of mind, communicating with your target market both online and offline with a consistent, objective message. Fail to do this and your target market will forget about you and go somewhere else!
4. Add Value
Exceed people’s expectations – share your expertise through a series of touchpoints; become the well-respected ‘go-to’ person in your field through blogging, white papers & webinars.
5. Be Consistent in your Branding
Be instantly recognisable to your target market by using the same imaging and logo styling in all forms of communication.  Brand consistency is the key to brand recognition and one which is strictly adhered to by top successful brands.  It seems an obvious one, but it is very often overlooked.

What other ways could you help your target market recognise and remember you and your brand?  Why not take the time to develop a marketing checklist and develop a strategy you can easily implement to ensure your brand stands out from the crowd?

Christine Davey
@DaveyMarketing

If you’d like some help on managing your marketing, Tweet me or call me on 01273 772033 today.

The importance of the Follow-Up

As a sole trader, I need to be able to ‘sell’ myself to both existing and potential clients together with generating leads through various forms of marketing – all of which need to be followed-up.

Going in person to networking events, engaging online and working with people on projects on a daily basis gives us loads of content and conversations; juggling multiple communications both on and offline.

With millions of images, messages and insights relentlessly bombarding us on a daily basis, it’s easy to fall through the communication cracks and to a certain extent we seem to have lost the art of follow-up, which still remains the most important activity to engage in after meeting new people, and the keystone to relationship building and retention.

Timing is Essential

Follow-up with people you have met or been introduced to as soon as you can and try to make time to respond to people who have taken the time to contact you (unless it’s an obvious spam)!

Research, research, research

Knowing something about them and what they do will give you a powerful advantage for opening a conversation; taking the time and trouble to research their company beforehand will give you a smart strategic edge.

Be engaging

Exchange knowledge which will add value and help to forge a strong mutual connection; using all the social and online tools shows you are willing to engage and gives you a series of touch points to develop that connection.

Change their perceptions

Small gestures can go a long way to change a potential customer’s perception of you.  Provide an endorsement or introduce them as an expert in their field to someone looking for their help; this doesn’t need to be reciprocal and will have a big impact of how people perceive you, demonstrating you as someone they can trust.

Don’t give up at the first hurdle

Time is such a challenge these days, it’s too easy to give up early when it doesn’t look like you’re getting anywhere with people you have a relationship with or feel a potential with.  Be persistent, but respect people’s time and know when it’s time to step away if you can’t add value straight away.

Keeping in touch is so much easier than it’s ever been – so never fail to follow-up!

Getting the right message to the right people – Face to Face

Difficult economic times often result in cutting back on certain activities in business, particularly marketing.  When we should all be knuckling down to generate as much new business as possible, our marketing activities tend to become less rather than more.

Of course, it is fundamental that our marketing activities complement the services we offer, getting the right message to the right people at the right time.  But when budgets are tight, it can be a juggling act, deciding which activity will make the best return on investment.

Many small business owners tend to largely focus their activities around online marketing such as social media and email marketing, and whilst a mix of these activities, together with more traditional methods such as creating postcards or flyers may be relevant to your business, there is one very cost effective marketing activity which is vital to raise awareness and position your brand; Face to Face Marketing or Business Networking.

Sharing your message with a group of like-minded people gets you offline, making an impression with ‘real’ people that are more likely to help to market your business for you via first and third party referrals.

Making contacts and building relationships is key in any marketing activity and whilst communicating virtually through social media platforms has a significant impact on the speed at which information can be obtained, a high percentage of prospects are more likely to be converted to new customers via face-to-face interaction.

There’s a big choice of business networking organisations out there, whether you want to be ‘locked in’ and pay an annual fee or just want somewhere to ‘drop-in’ for a chat and a coffee – here’s a few links to some of the current groups in Brighton & Sussex.

Brighton & Hove Chamber of Commerce 
4 Networking
Athena Networking
The Mumpreneurs Networking Club    
Sussex Enterprise
City Business Club
Friends of the Albion 
Hove Business Association 
Juice FM Breakfast Club 
Brighton Business Curry Club 
Gatwick Diamond Business 
First Friday Network
Women Unlimited  
Wired Sussex
The Un-Networking Salon
Speed Networking in Brighton

Christine Davey
@DaveyMarketing

If you’d like some help on planning your marketing communications, Tweet me or call me on 01273 772033 today.