In a global economy, no industry stands alone. Each one is tied together through a network of energies, influences and economies, no matter what or where they are. Today, even wildly different industries aren’t quite as far removed as people might think.
This interconnection of markets and industries can create complementary strategies and synergies across business sectors, even if people don’t see them at first glance. That’s why expanding your business into another industry — especially one that seems distant from the one you’re in now — can create unexpected combinations that result in new, untapped potential.
The world might seem big, but it’s getting smaller every day thanks to the rapid exchange of knowledge and information. And that means that you can master the intricacies and obscurities of any industry on the globe faster than ever before — even if it’s one that you’ve never touched before.
Even so, when you’re preparing to forge into a completely new industry, it might feel like you’re trekking into unknown territory without a map. Remember the multitude of things you already do know: how to market effectively, strategically deliver goods or ensure top-level service. When we started a brewing company, we had no idea how to actually make beer, but we did know how to market and sell it. We knew we could make a profit because of our work with challenger brands. Applying your knowledge and business experience to a new industry can allow you to see things differently than your competitors do.
You’re not alone in this strategy, either. Larger companies are always on the prowl for acquisitions, mergers, and expansion opportunities. (That’s why Microsoft moved into electronics and game consoles and why IBM expanded from software, hardware, and personal computers into consulting.) But for a small business without big resources, it’s a little tougher. Start simple: Watch market trends in an industry that you’re interested in. Then, if it’s the right time and the right opportunity, seize it.
So, when is the right time to begin your journey? Simply put: If you’re trying to eliminate risk entirely, there’s no such thing as a “right” time. But there are several precautions you can take before leaping into a foreign market. Here are a few:
There’s another important factor to consider, too. If you’re expanding into a market that’s new to you, choose one that you’re passionate about. You’ll be devoting a large amount of time and energy into this new venture, and expanding into a new industry is an even bigger risk if you’re doing it half-heartedly. Make sure it’s something you love — and something that complements your current employees’ interests and talents, too.
Now that you’ve got two businesses working in tandem, you can begin to see how they influence each other and make each other stronger. Part of this flow of energy and power begins with your employees: Start by using the talent in both your businesses to help each other. This way, you can maximize your talent pool and resources and give your employees a chance at fresh, new work for an exciting project.
You’ll also begin to see your leadership team growing stronger, too. Why? Working in two industries at once makes it easy to see connections between trends and best practices in every company.
Running two businesses doesn’t mean that you have to personally take on every facet of responsibility. It’s smart to have an overarching management team for both ventures, but it’s also smart to have separate leadership for each business. Having someone to lead day-to-day operations and guide future growth ensures you won’t overlook that industry’s individual nuances and quirks.
Making your mark on a new, fast-growing industry can infuse new life into your business, but you have to make sure that you, your leadership team and your employees are all fully devoted to your new endeavor. Often, you’ll find that an insightful approach and a fresh perspective is the secret to success — and the secret to building synergy between two businesses that might not be so different after all.
There are countless tools available to help entrepreneurs market to their target audience. The truth is that you only need a few — three, to be exact — to get the job done and do it well.
Your company can market to a targeted audience successfully with just email, social media and design. As long as you know how to use these to suit your needs, your marketing efforts will go far.
Email marketing, social media, and design are three of the most common forms of marketing, however, they’re common because they’re the most effective. The added benefit is that they require a smaller investment than more traditional forms of advertising.
These three have the power to drive almost all of your marketing efforts. By designing a great blog on your website and creating content, you can comment on issues related to your industry and post exciting information and updates about your company’s growth. Once you’ve created a strong email list of active customers, you can drive traffic to your blog by sending email marketing messages.
You can also use this channel to send special offers or encourage people to upgrade. The valuable and insightful content produced for your blog and email marketing campaigns can also be used on social media outlets. Engage current and prospective customers with updates that showcase your expertise or entice them to buy.
Basically, your emails will attract customers, social media will influence them, and design will keep them coming back.
As simple as these three marketing tools are, you have to find unique ways to utilise them. Here are a few ideas:
Marketing your company and attracting new audiences doesn’t always require huge investment. Email, social and design are essential to the long-term success of your marketing and sales efforts. Make an investment in these three and build upon them for future marketing growth.
When setting up a business it pays to limit your start-up costs. It’s reassuring to know there are affordable options for start-ups. Here are five ways you might be able to minimise your start-up costs, while still hitting the ground running…
If your business is new, it’s unlikely you’ll be able to splash out on premium office space. Setting up a business from home has been made easier thanks to smart technology, super-fast broadband and the flexibility to work when you want. But when your four-year-old picks up the phone to your new client, it can end up costing you.
Entrepreneurs are now combining the flexibility of home working with the use of a local, managed workspace. This way they can benefit from a fully equipped office and meeting space as and when they need it.
When you first start out, you’re keen to follow any lead, and research we carried out suggests entrepreneurs would meet almost anywhere to secure a deal. When asked where the strangest places they’ve ever held a business meeting some of the weird and wonderful answers included the back of an ambulance, a navy warship and a cave! Coffee shops are a tempting meeting place, but negotiating while surrounded by talkative shoppers could prove tricky. Our research suggests 64% of business people would choose business centres over coffee shops when they need to be professional and productive.
When a prospective client contacts you, you must seize the opportunity. But important calls can come through to you when you’re queuing at the bank or boarding a plane. A ‘virtual’ receptionist is an independent contractor and more affordable than a member of staff. The receptionist, who’s often multilingual, will answer with your business name and can extend hours of availability so you never miss a business call again.
“Social media is to marketing as eye contact is to a handshake,” says social media guru Meg Fowler Tripp. Around 1.1bn people use Facebook every day and 200m go on Twitter, according to BuzzFeed. No new business owner would turn their nose up at free marketing, that’s why so many businesses now use social media channels to promote their products or services. But don’t ignore channels such Pinterest, Instagram and YouTube, particularly if your business has a visual aspect.
Even some of today’s most successful entrepreneurs, such James Caan (formerly of Dragons’ Den), didn’t start out in their own office space. He, like many other new business owners, opted for a virtual office, complete with a virtual address.
This affordable solution is increasingly popular among start-ups, home-based businesses and companies expanding into new regions. It eliminates the expense of renting while offering a business presence. Providing you with a local business address and phone number, it’s a convenient stepping-stone to a physical office.
By Anna Smith of serviced office provider Regus
By now, many small businesses use social media as an integral part of their marketing – and that of course includes Facebook. With approximately 937m users around the world, Facebook can help start-ups and other businesses to expand their reach and boost sales.
Yet one of the most overlooked features of Facebook is its event page. It’s common to think that an event page is only useful if you’re going to hold an actual, face-to-face event. But holding on to this misconception can cost you further chances to build your following. These tips can help you effectively incorporate Facebook events into your marketing plan.
No matter what business you’re in, you’re likely to have upcoming sales, product introductions or service discounts. Turn one of these occasions into an event and attract a great deal more attention than you would with a banner on your website or a sign in your shop display. As long as you use the default settings on your Facebook event, it will be visible to your Facebook friends and their friends, as well.
Attract interest with a catchy title and concise event description. Use keywords to bring potential customers to you. For example, rather than calling your event “Spring Furniture Sale”, you’ll create more interest and draw consumers who are more likely to convert to customers with an event title such as “Exclusive Easter Weekend Sale on Custom-Made Wooden Farmhouse Furniture”. A title such as this one will attract people looking for Easter weekend sales, custom-made furniture, wooden furniture and farmhouse furniture.
As you create your Facebook event page, include photos and videos. While you don’t want to overload your page with uploads, a few well-chosen photos can increase interest. Choose photos of you or a staff member with your product or service. Create a short video to introduce yourself and talk about your event. This increases the human factor in your event and also serves to establish a connection between you and your event attendees.
Anyone invited to your Facebook event can RSVP on the event page, but you’ll also want to include a link back to your business website for event registration. Encourage people to take this extra step by entering all registrants into a raffle for a free or discounted product or service. Likewise, allow event registrants to opt into your email subscriber list, so you can contact them about future events and other things.
Don’t limit your Facebook event invitations to the people you’re connected with there. Invite people on your email list, as well as friends, family and in-store customers to attend the event. Ask them to share the event invitation to further multiply your potential attendees and exposure. If you have a business blog, promote the event there, as well as on Twitter and Pinterest.
Learn as much as you can from each experience, so you can refine your steps and actions for the next event. Additionally, it’s important not to overdo it with Facebook events. More than likely, you know at least one other small-business person who sends out event invitations weekly. After a while, you and everyone else begin to ignore those invitations. Avoid becoming invisible by planning and scheduling noteworthy Facebook events when they’re warranted. This will help you build and maintain interest with current as well as new followers and customers.
By Lucy Harper of specialist digital marketing and social media campaigns agency Touchpoint Digital
You’ll find a wealth of great information about using social media for business over on the Marketing Donut.
If you’ve just launched a new website, you may have a form that requires users to register to become a member so they can interact with your site, access premium content or undertake a free trial.
Registration helps you identify serious users who have shown interest in your site, because they have taken the time to complete the registration process.
You should ensure that there is a link to your registration form on almost every page on your site. Using a service such as Google’s analytics will provide you with some wonderful information such as:
A registration form should always be as simple as possible, and collect just the bare information needed to fulfil the process. The more fields you include, the more likely you’ll put users off finishing the registration.
There are many organisations and individuals who target legitimate sites for spamming on forums and posts. A piece of software called a ‘bot’ may try to register for your site so spam links can be posted.
You can help reduce the likelihood of a ‘bot attack’ by making a user confirm their email address through a unique link or by a ‘captchta’ phrase, which displays an image of usually two distorted words that (usually) only humans can read.
The simple answer is just to wait and see what the user does on your website.
This information can give you a valuable intelligence for future marketing campaigns such as:
You’ll immediately have a warm lead that you can follow up. Not only can you get valuable information about your site, but you may also have a good opportunity to sell your product or service and find out more about what the user is actually looking for and what other sites they have researched.
Depending on your type of site:
Neil Cavanagh is the owner of Xpress Data Systems Ltd and has recently launched CamisOnline, an online business administration and management tool.
Having walked past a shop called Recession this morning, I was reminded yet again about the tough times that small firms continue to face. All the small-business owners I meet through my work as a coach are really busy. They tend to work much harder than their counterparts in the corporate world and are frequently more motivated, too. There’s so much involved in running your own business – and not many people to help.
Here are my top six tips on how to give your small business the best chance of surviving when times are tough.
It seemed to work for Bill Gates. He’s reported to have spent one month every year thinking up ideas for his business. Yet in a survey of 4,000 UK businesses, 95% of small-business owners didn’t even have a business plan. Owners spend all their time working in the business, leaving no time to work on the business. But failure to plan, as time-management guru Alan Lakein said, is indeed planning to fail. It’s like setting off on a journey without knowing the eventual destination – fun, perhaps, but unlikely to be effective. Just half an hour a day spent thinking and making plans will enable you to focus on what’s really crucial to the business. Urgent isn’t necessarily the most important.
Failure to manage cashflow kills more businesses than anything else. Cash is king when it comes to the financial management of a business. The lag between the time you have to pay your suppliers and employees and the time you collect from your customers is the problem – and the solution is effective cashflow management. This means delaying outflows of cash for as long as you can, while encouraging anyone who owes you money to pay it as soon as possible.
A simple analysis of your customers can be enlightening. Who are most profitable/most rewarding to work with/have the most potential? It’s said to be five-times more profitable to spend time and money on retaining existing customers than it is to acquire new ones. Michael LeBoeuf’s book, How To Win Customers and Keep Them for Life, highlights the reasons why customers leave - 68% of them because of an attitude of indifference shown by the owner, manager or an employee. Given this, how valuable it is to fold your customers in a warm embrace and love them to death.
Social media is no longer the preserve of teenagers. Indeed, it’s hard to think of a business that cannot benefit from using social media. LinkedIn, Facebook and Twitter are now essential tools to connect with customers, prospects and suppliers. Your competitors are already using social media to boost awareness, enhance reputation and win business. If (like me) you didn’t know where to start, make it your business to find out more about using social media for business. It could bring you many more sales.
It’s no coincidence that businesses that increase and hone their marketing spend in a recession are those that emerge strongest when recovery comes. Bill Gates (yep, him again) famously said that if he was down to his last dollar, he would spend it on marketing. Research has shown that companies that increase their marketing spend in a recession recover three-times faster when economic conditions normalise.
People don’t stop buying in a downturn, they just focus on value and “out of sight, out of mind” still holds true. Customers will notice if your brand falls silent and will smell failure. So set objectives, be clear about what you want your marketing to achieve, and measure the results. The more you know about your customers, the better you will be able to target them successfully by understanding their problems and presenting appropriate solutions.
The internet – and Google in particular – represent cost-effective platforms. Used properly, marketing has the power to stop a business being caught like a rabbit in the headlights.
Many small-business owners try to do everything themselves, which is plainly daft. Even decathletes who train for years have events in which they perform better than others. No one can be a jack-of-all-trades.
How much better is it to defer to a bookkeeper or PR specialist than to attempt to muddle through yourself? It can be immensely liberating to free yourself up to do the parts of the job that are most rewarding or to which you are best suited. Leave the rest to people better qualified than you. Smart business-owners know when to outsource, delegate or automate. You will more than make up the money it costs you through focusing instead on getting more sales or developing product or service enhancements.
By Bristol-based business coach Chris Kenber.
Trade shows and conferences can be some of the most effective ways of drumming up business. Whether you’re there to meet potential affiliates, clients, employees or other businesses, you will want your exhibition stand to look as slick and professional as possible – so here are five tips for improving your chances at making a big impact:
A way of grabbing the attention of passers by, these posters make a statement and can help you to stand out from the crowd, literally, since they will be visible above heads. Two or three such posters can cover different aspects of your business or address different potential audiences. Plus, they are easy to store and transport because they are collapsible into a small space.
If you have a stand with a back or side walls, this is prime space for branding. You may choose a simple logo to draw focus to your brand; you might want specifically designed posters to communicate your products, message or ethos. Find out the dimensions of your booth so that you are not either left short or struggling to fit everything in.
A good supply of high quality business cards will be essential while networking at a conference. Ensure that they are up-to-date with all details and appropriately branded. Be sure all delegates carry a wad wherever they go – especially to talks and social events.
For a more comprehensive overview of your business and products, you might want to opt for a brochure that potential associates can take away with them. Try an unusual design or format to make it memorable and interesting.
One of the best ways to draw attention to your brand is exciting branded giveaways. A good giveaway should be memorable, useful, interesting and clearly branded. USB sticks, notepads, business card holders, phone covers can all be branded and used. Another avenue to try is a fun game or a good novelty item.
You never know what the tables provided at conferences will look like – they might be quite old and run down, so you will want to make sure you have a good quality cloth to cover up any old scratches and stains. It’s also a good opportunity to continue your branding – you might choose an on-brand colour or get your logo printed directly onto the cloth.
This guest post was provided by Nexus Design and Print.
If you've been looking for ways to take your daily website traffic levels to the next level, consider utilising the following three types of digital media:
Video marketing is a strategy that is often overlooked by small-business owners, probably because they feel it is beyond their budget. However, having a video advertisement produced that contains all of the key selling points of your business can be a very cost-effective way to promote your business. Once you've paid for the production/distribution, it could remain usable for many years, bringing ongoing benefits that far outweigh initial investment.
Social networking is a great way to share any type of content, whether it be a video advertisement or an informative article. With the assistance of specialists who use powerful software and expertise to promote web pages and advertising materials on social networks you'll be able to attract massive traffic levels before you've even begun ranking highly in the search engines. In fact, generating a viral effect through social networks is perhaps the best way to generate a significant traffic spike with minimal effort.
Having a professional press release developed and distributed can be a great way to improve your SEO (search engine optimisation) and attract more website visitors. A link to your website can be added and if it is posted on a news media site with a high PR, that link should have a positive effect on your website's SEO standings. A well-written press release can be syndicated by other journalists, spreading around the web on other online PR sites.
Provided by digital media agency Custard Media
So, you had a great idea, you turned it into a business and now you are well on your way. Brilliant! But wouldn’t you like to make running your new business even easier? Your tablet device could provide the answer.
A mere few years ago we didn’t have access to handy tech devices such as tablets, but now there is an app for pretty much anything you can think of – including time management and marketing.
Marketing is an integral part of any business, as you’ve probably already found out, but often it’s something that can fall by the wayside because of a lack of time. Thanks to tablet devices, your start up doesn’t have to suffer. You can give your marketing strategies some attention, even while you’re on the move, thanks to these fantastic tablet apps:
Raven Tools boasts an array of tools and add-ons that allow you to manage your marketing campaigns, as well as some impressive features that work well with industry profession API’s [application programming interface], including SEOmoz and WordTracker.
Raven Tools is brilliant for allowing you to tailor exportable PDFs and custom reports to your brand, handy for adding a professional touch to your reporting. Offering two different price packages, as well as optional add-ons, Raven Tools is the app that allows you to tailor absolutely everything. No wonder it’s so popular.
Wildfire By Google
A social marketing app, Wildfire offers solutions for all of your social marketing needs. Boasting a recently upgraded marketing suite, this app allows you to mix and match your products until you find the best solution for your business.
Using the app you can promote single or multiple campaigns, including sweepstakes, ads and promotions to your customers via the main social networking sites – this allows you to get your message across to large audience, quickly. Comprehensive analytics are also offered with this app.
A clever app that will help you to grow your online and social presence, thanks to good old ‘word-of-mouth’. Much like Wildfire, Payvment allows you to easily create a virtual storefront on their Facebook fan page that allows customers to buy directly from Facebook, using PayPal to complete their transaction. There have been mixed reviews from businesses for this app, but it is a free tool, so give it a go.
This free app allows people to connect with their favourite venues, brands, and stores, as well as rewarding shoppers when they make a purchase via the app. Small businesses can create a virtual shop window, upload photos and provide information and updates, as well as invite customers to rate them.
The Elephanti app allows you, as a business, to have a direct point of contact with your customers, enabling you to find out what they like and want. The app is brilliant for letting potential customers know about your business and when a customer ‘checks in’ to your store you can communicate with them about every aspect of your business.
If there were queues at your local Post Office last week, this is why: Royal Mail’s much-talked-about prices increases came into force today. The price of a first class stamp is up 30%, from 46p to 60p. Second class stamps have rocketed by an inflation-busting 38% - from 36p to 50p.
The most obvious and immediate effect of the price rise has been stamp stockpiling. But perhaps more worryingly, research conducted by Pitney Bowes suggest that 81% of small and medium-sized companies think today’s postal rate change will have a negative impact on their business. Of these, 7% say that they fear their business may not survive the threat.
The research, conducted amongst 1,000 businesses, found that 15 per cent of companies would consider moving to a franking machine to avoid the price hike. However, almost half claimed they will be sending less post, or swapping postal communications for email. And 25% reckoned they’d switch to second class more often in an effort to save cash.
Given the widespread news coverage and controversy over the new prices, it’s perhaps surprising to see the research reveal that many businesses were entirely unaware of the changes. Almost three quarters (69%) of those polled said that advance information provided to them was ‘poor and confusing’, and they were not aware that the changes would be so significant.
So, how prepared are you for the new postal rates? Well, it doesn’t spell disaster just because you’re not sitting pretty on thousands of stamps. “It’s important that businesses don’t panic and abandon physical mail in a bid to avoid high postage rates,” reckons Phil Hutchison, marketing director of Pitney Bowes UK.
He says that while email has a part to play, an envelope sent through the post is still a compelling proposition: “Successful customer communications depend on a delicate balance of message, medium and timing. Although digital communications undoubtedly have their place, traditional print campaigns are still critical for most businesses and are likely to remain so for many years to come.”
You may be able to reduce the impact the rate change has on your company by making small changes to how you use the mail. Shifting to a franking machine can save you a significant amount of cash – in some cases, bulk discounts can be more than enough to offset the increased price of stamps.
There are other benefits to using a franking machine too. You can add your logo to the top right of every envelope you send, reinforcing your company identity and perhaps increasing the number of people who open your mailings.
If you’d rather stick with stamps, take a close look at how Royal Mail charges for different envelope sizes. If you fold your documents into letter format, you can cut the cost of first class postage from 90p to 60p.
For more help dealing with the postage increase, you can check www.ratechange.co.uk, where Pitney Bowes has published advice.
Missed the ninth episode? Catch up here
Zoe hates Melody. Melody hates Zoe. Actually, I suspect Melody hates everyone, but this week was all about the battle between two strong personalities. It was like Big Daddy vs Giant Haystacks all over again (Zoe is Giant Haystacks, naturally – hair all over the place). And, like those theatrical tussles, there was only going to be one winner: Melody, bloated by ambition, won’t allow anything to knock her down.
The task should have been fun – invent an original idea for a biscuit, make it, brand it and flog it to three of Britain’s biggest supermarkets. Sweet. Lord Sugar divvies up the seven survivors: serial winner Helen is on Venture, along with Jim and Natasha. Zoe and Melody find themselves side by side on Logic; the seeds are sown. Oh, Tom and ‘little’ Susan are in there somewhere, too.
Zoe instantly mows down Susan in her pitch for leadership, citing her experience in the food and drink industry. She delivers the first blow to Melody by packing her off to Wales with inventor Tom to make biscuits. “Don’t take this the wrong way,” Zoe drawls contemptuously, “but I’m probably happier working with Susie.”
They have only the fuzziest of ideas about their biscuit and none at all about their target market. But they do have a name (BixMix), a strapline (“Snap and share”) and an inventor on their team (Tom). It’s the inventor I’d worry about.
Logic, led by Helen (also from the food industry) and capably supported by Jim (ingratiating) and Natasha (anonymous) is harmonious by comparison. Helen is oppressively efficient and seems more like an android by the week. They go for “Special Stars” – a biscuity treat for kids when they get home from school. Mmm, special. The tagline is contradictory: “The after school treat for any time”. Errmmm.
Tom making biscuits. In his element, the inventor showers his team with one crazy idea after another: first there’s the “Mermunchie” (“The emergency biscuit to be eaten in emergencies”), then the “biscuit-within-a-biscuit”. He tinkers and fiddles happily as Melody twitters girlishly about hearts and sharing.
But Melody, whose intellect is hardly her strong suit, suddenly lets slip a shard of wisdom: “I think big and then try to work out the details,” she smirks. “He works out the little, little details and then tries to fit them into the bigger picture.” She quickly kills her insight with the idea of biscuits as popcorn – “Popscuits”, obviously. That “big picture” thing – it’s tougher than it looks.
In the end, they compromise on a biscuit-within-a-biscuit that you can “snap and share” with your loved ones, family, friends, the bus driver, whatever. “Why didn’t you make it snap that way?” demands Sugar. If you have to ask a technical question about a biscuit, it’s not a good biscuit.
The sniping and general bitchiness between Zoe and Melody is actually the best bit. Only it’s the worst bit. But it’s the best bit. It’s riveting. They even argue in the middle of a supermarket as a team of buyers waits for them to start their pitch.
“Melody is a nightmare to work with,” spits Zoe. Melody is sniffily superior. “I’m not used to that sort of behaviour in a public place,” she exclaims. “Oh please!” cries Zoe, in chorus with several million Brits.
Melody wins the battle, but is scarred – Sugar and his management team noting that, despite her “sense” (eh? She did a roleplay as a sales pitch), she seems to generate a lot of ill-feeling. Zoe’s gone; she may be assertive, but she can’t make a good decision for toffee. It’s a farrago – decent name, decent strapline, terrible product and no idea who to sell it to.
Helen wins. Again. That’s nine weeks in a row. How does she do it? The marketing strategy is confused and Jim makes an astonishing pitch to Asda in which he promises a movie tie-in with Harry Potter. Amazingly, Asda places an order for 800,000 units. “It’s a mega-product” stutters a stunned Sugar.
Helen. And, yes ok, Melody. Despite her lack of irony, self-awareness, relationship-building skills, sound ideas, accountability and maturity, Sugar seems to like her. There's no accounting for taste.
Helen evades scrutiny once again. She’s smart, efficient, quick on her feet. But at some point, somebody is going to notice that she makes decisions too quickly in the name of efficiency and ends up backing undeveloped ideas.
Just the one, from Lord Sugar himself. “At the end of the day, marketing is all superficial if what’s in the box is rubbish. The most important thing is to make sure that what you’ve got in the box is good value for money.” I’d second that.
The Welsh biscuit-maker: “You can do anything you want. Never say never in the biscuit industry.” I love this show.
Missed this episode? Watch it on BBC iPlayer.
Sugar’s stock just keeps on rising. The man talks sense, you know.
Many things hold people back from blogging: fear of writing; fear of weaknesses being exposed; fear of peoples’ reactions to your beliefs. At the top of the list is fear of being ridiculed. How many times have you hit the “publish” button terrified of what people will think or say?
Negative blog comments can destroy the confidence of all but the most experienced blogger – and they can knock the wind out of the sails of the best of us. In all the time I’ve been blogging, I’ve received two of what I would describe as negative comments. That’s out of almost 1,000 comments. I can’t say I’m plagued by negative comments then, but I hope I’ve learnt from my own experiences and that these thoughts are helpful. Here’s my own checklist:
1 What’s the spirit of the comment? Do you sense the commenter is being constructive or are they being downright negative and unconstructive? If unconstructive, hindsight tells me now to simply not publish the comment. Remember: it’s your blog, you are in control! If you don’t want to publish that comment, well – don’t do it.
2 How does the comment sit with you? OK, so they might not be singing your praises, but if it’s said constructively, is likely to spark some debate and you’re happy with it, publish and come back with your own response.
3 Take time to construct an objective, balanced response that addresses the points the commenter has made. Avoid getting personal or emotive!
Most of all, remember that most of us are blogging to win more business. If the comment is untrue and likely to undermine your professionalism – don’t publish it. Let me give you an example.
Some months ago I published a post about a website we’d created for a client. I was pretty excited about it and was enthusing in the post. Reading back I can see that I was probably a bit too excited, which could have been perceived as being cocky. Perhaps I wound the commenter up…
Anyway, he commented to tell me that the site was dreadfully coded for mobiles and a couple of other points. At the time I thought – constructive comments. Let’s publish them and look into them and come back with a measured response. The fact was that on investigation, all of his points were utterly without substance and untrue. We responded and never heard from him again. At the time I felt I was doing the right thing showing that we could take the criticism.
But was it the right thing to do? I’m not sure. The negative commenter had undermined a small part of our credibility, however credible our response. And at the end of the day, this was our blog! A few days later, with the comment still praying on my mind, I unpublished the comment along with my responses to him. And I felt that the world was a better place.
Now I’m not suggesting that there’s not a place for constructive criticism – we actively encourage feedback. But there’s a difference between constructive criticism and unconstructive criticism. Sometimes you need a little time to spot the difference.
Have you heard of ‘trolls’? It’s when someone deliberately leaves an inflammatory comment to cause mayhem. They’re not always easy to spot but when deciding what comment to publish on your blog, remember, not all comments are left in the constructive spirit you might hope.
Finally, remember – you reap what you sow. If you drift around other peoples’ blogs peppering them with negative and unconstructive comments, you can expect the same in return. Take the time to sow some constructive and positive comments and you’ll see the benefits in return.
Fiona Humberstone, Flourish design & marketing
We often start our businesses because of a deep-seated passion for what we do. Perhaps we have a flair for something and we want to spend all of our time doing it. Maybe we want to turn a hobby into a business – perhaps we just want to do what we do best.
I have a lot of respect for people who follow their passions. When you bring a passion for what you do together with a flair for business, you have a winning formula.
The challenge is getting that flair for business into the mix.
I’ve spoken to two brand new clients recently. Both have more than 20 years’ experience in their respective fields and have a real passion for what they do, but they haven’t thought clearly about how customers fall into the mix.
Business owner number two – let’s call him Jeff – is an expert in his field. He works in a niche, scientific market but his service could be sold to anyone – domestic or commercial. He called my company for help with designing an advert for a school magazine. The trouble was, he hadn’t thought through how the parents at school would benefit from his service. He certainly hadn’t thought through why they should care about his business.
Jeff was blinded by his passion. So passionate was he that everyone should use his service, he’d failed to see it from his customers’ point of view.
You may believe in your product or service, you may have scientific evidence to back it up. But unless you can convince your customers they need or want you, you’re on a hiding to nothing. You’ve got to sell your business in a way that your customers can feel it in their gut. They need to understand exactly why they need you (ask yourself – so what? why should my customers care?) and what the cost of doing nothing is.
It’s hardly surprising that Jeff’s business is struggling. He needs to define a clear brand strategy for his business; he needs to work out who his most profitable clients are; and he needs to create a structured marketing plan that enables him to communicate effectively to them and get them to start buying. His passion alone isn’t enough.
Don’t get me wrong, I’ve been described as one of the most passionate business people in Surrey – on more than one occasion. I “get” the importance of running a business you’re passionate about. But passion alone isn’t enough. You’ve got to stay focused on your customers, because without them – you don’t have a business.
Fiona Humberstone, Flourish design & marketing
Growing a business isn’t easy, but experience has taught me that one of the keys to success is to set yourself apart from the rest. Thankfully, it doesn’t have to be expensive.
You want the product or service you sell to become a real hit among your target market, but do you really know who buys it? There are many factors to consider and these could change with emerging trends. It’s important you gain an understanding of who is buying and what the biggest driving forces are that make that someone choose you, your expertise, your brand, your product or service.
The internet is a low-cost billboard for you to showcase your business and perhaps sell your products and services, but the prospect of hiring a web designer can be daunting. Why not take a DIY approach? The good news is that a modern range of software is demystifying web design. There are simple, drag-and-drop visual web design programmes not a million miles away from an office word processor. Some packages boast even more potential, producing feature-rich websites without using any HTML coding. A professional-looking site can be produced and online in a matter of hours, even if you have no prior experience – and without a hefty bill for design and build.
Consider placing an advert in a targeted publication so you can be seen by the right people. Consider your budget – is radio or TV a possibility? How about adverts in mobile phone applications? If you need to keep your costs low, creating your own advert can still work wonders. Distil what you want to say and make it an attractive proposition. Decide what your brand values are and keep messages within brand guidelines. Focus on an easy-to-remember call to action.
Cut out the middle men by producing designs yourself and sending them straight to a professional printer. Some flexible design and publishing programs are ultra user-friendly. Templates offer a quick way to make polished materials and your designs can be shared in a professional, compatible format (eg PDF) for accurate printing in any pro print shop.
First, thoroughly check text for spelling and grammar mistakes. Use software to help, but remember to check for errors with the naked eye, too. There are proofing tools built into popular desktop publishing packages, design products and word processors, but they might not always pick up correctly-spelled words used in the wrong context.
When you decide to produce your own poster, advert or other marketing materials, remember that a clear message will have more impact. Don’t use graphical effects for the sake of it or use too many different fonts, sizes and weights, otherwise the design will look unprofessional. If you have a coloured area or image as a background, you might want it to go right up to the edge of your page, but headlines, text, logos and other important information should be places well inside the edge of your design. What is it you or your customers like about other advertising you consider to be effective? Bear these points in mind when you work on your own materials, whether editing a design template or creating a design from scratch.
Dale Cook, Serif
Case studies are stories describing how a customer’s business has benefitted from using a product (or service). They can be in written, podcast (audio file) or video format.
Aside from actually talking to potential customers, case studies are a great way of showing off what you do well and getting your business noticed. They can be used on your website, newsletter or brochures, but I want to focus on using written case studies for public or press relations (PR) because getting coverage in places like websites, magazines and newspapers is a fantastic way to generate leads and build brand awareness.
Marketing case studies are often too ‘hard sell’ for putting in the media. Editors like a subtle approach with only one or two direct references to the product and the story tightly focused on the customer’s experience.
A good case study needs three basic elements: a business challenge faced; the solution found; and, most important, the benefits gained.
But you must also engage your readers and tell a story with a strong angle. Find something topical, like Polished Bliss who has flourished in the recession, or Stinkyink.com who overcame online fraud problems. Maybe combine a business interest with a human element, such as fulfilling a lifetime dream, or how a company overcame a major obstacle as The Cake Store did when it beat off competition from local supermarkets.
Having decided on your ideal customer and storyline, ask if the company is happy to co-operate – explain the mutual benefits, such as free publicity.
You can always hire a freelance copywriter, a PR specialist or journalist who knows your field. They may cost a few hundred pounds, but it’ll be money well spent. To find one, ask for recommendations at networking events or on social media sites – you’ll be inundated. Always ask for samples of a writer’s work, to check their style. Ensure that one rewrite is included in the fee. Not even an expert will get it right first time.
Once you’ve chosen a writer, give them a clear brief. Tell them the length/word count (typically 500-750 words); the product(s) you want promoted; and the benefits you want highlighted. Fix a deadline for the first draft and then introduce the writer to your customer personally. After that you can leave it to them to arrange the interview.
Of course, if you want to write it yourself, if you have the ability, it’s a great way to get to know your customers. Once written, get someone you trust to check it over, because we become blind to our own mistakes. Try not to be upset by any criticism; ask if the piece ‘reads well’ and makes your point.
Your target is the publication most relevant to your real audience: your customers and prospects.
Write a summary of your key points and email it to the editor. Only approach one publication at a time, to avoid being accepted in two places. You can try the story in more than one place, but only if you target titles in different sectors using different angles. Editors want “exclusive” stories.
Once accepted, you may be asked to shorten the piece to suit the space available.
Don’t forget to put your case study on your own website and refer to it in your customer communications. If you’re on Facebook or Twitter, post a link.
Now go out and find a satisfied customer – one who’s happy to talk about the benefits your product has given. Let me know how you get on.
Jane Lee from Dexterity is an independent PR consultant specialising in IT companies and small businesses.
After years of believing the holy grail of marketing was a flashy website with plenty of SEO activity, online retailers are getting back to basics and placing the catalogue at the heart of their marketing campaigns. It’s a clever strategy and something small businesses would do well to take heed of.
In our age of information overload – hundreds of emails a day, blogs, Twitter and other social media – the catalogue (to borrow an analogy from a famous beer brand) quite literally reaches parts other marketing media can’t reach.
A catalogue is intrusive. It lands on your doormat or desk just when you’re not expecting it, with its “oh so evocative” photography and asks you to sit down with a cup of tea and see what’s the latest must-have.
A catalogue will travel round the house with you: from kitchen table to sitting room, up to the bathroom and your bedside cabinet. A catalogue can be marked, written on and well thumbed. You interact with a catalogue physically in a way you simply can’t with a website. And you can dip in and out of it at your leisure. In fact, you’ll probably revisit a favourite catalogue much more than you will a website. A catalogue is a truly powerful medium.
To sell successfully online, you need an offline strategy, too. The big retailers know that. The White Company, Viking, White Stuff, Boden and Isabella Oliver have been doing it for years. Small businesses understandably see doing away with their catalogue as a way to save money in a tight marketplace – but it’s a shortsighted strategy.
A catalogue is your branding tool. It will underpin your web and retail propositions and help your business become memorable. According to The Catalogue Exchange, when you mail a catalogue, 45% of recipients will visit your website. You compare that to an email campaign where if you get a 17% click-through you’re doing well and you can see why the big companies haven’t given up on direct mail.
For every £1 spent on a catalogue, The Catalogue Exchange says you’ll get back between £2 and £5 in store or online. And if you run a luxury brand – or any brand come to that – you need to differentiate or die. A catalogue, with its evocative brand images, space to properly communicate and the way it intrudes on your customers, will help you do that.
I’m not for one moment saying you should ditch your online marketing methods, but what I am suggesting is you look at where your marketing spend is going, and invest it in the activities that are going to give you the greatest return. Put together a proper strategy that you believe will bring you a real return. If you’re spending anything on advertising, you can afford to create a catalogue. Advertising will build brand awareness if you’re lucky (and you chuck lots of money at it). A catalogue will bring you a return on your investment.
Fiona Humberstone, Flourish design & marketing
We’ve been creating a lot of blogs for people recently, and I often must sound like a broken record in briefing meetings due to my insistence that bloggers work with a good photographer to get a professional headshot.
I can’t tell you the difference it makes.
Let’s start with the presumption that a good headshot will make you look your most attractive, professional and approachable. By attractive I don’t mean sleazy or sexy or like you’ve just stepped off a boudoir shot. I’m talking about a photograph that strokes your ego and makes you proud. But it also needs to look like you.
Before I met Matt Pereira my headshot was a picture I’d had taken in a studio in Birmingham several years before. I was one of the female entrepreneurs invited to take part in a cover shoot for a franchise magazine. They had hired a make-up artist and after several hours (I kid you not) primping and preening, we were wheeled out into the studio where we were draped over a chaise longue . To get us used to the camera, the photographer initially took headshots of us on a bar stool. I looked attractive but nothing like myself. I limped on with this photograph for several years but I had to laugh when I met the lovely Shelley van Lit from the Elmbridge magazine at an Elmbridge Women in Business event I was speaking at. Shelley said to me “I’ve been looking at your website today, I wanted to meet you. You look nothing like your photo! I wouldn’t have recognised you if you hadn’t introduced yourself”. That was me told.
Fortunately a couple of weeks later, I had the most gorgeous shots taken by Matt and I’ve never looked back. Like I said, a good photographer will take photos of you that actually look like you. But they’ll be of your best self. He or she will capture the essence of you and present you as someone people want to get to know. A good social media photograph has got to be engaging and approachable. And so that means eyes to camera, smiling and saving those sexy pouts for the boudoir shoots.
And a good headshot isn’t just about helping you appear more engaging in your social media profile. It’ll also help your website and blog appear more attractive.
So next time you think you’ll just upload that holiday snap from two years ago, think again. Find a great photographer and get some professional headshots done. It will pay dividends.
Fiona Humberstone, Flourish design & marketing
It is a really exciting time for Rico Mexican Kitchen at the moment. You might think I keep on saying this and that’s because business opportunities take twists and turns and there’s never a time to be bored! Having a strategy is fundamental to keep the opportunities and challenges in perspective, but there must be a great amount of flexibility and a desire to go with the flow and take any opportunity too.
The aim of my business is to introduce a new range of fresh, vibrant, genuine Mexican foods and now I’m looking for opportunities which bring volume.
We have achieved a listing with a prestigious supermarket chain, which is great news! What normally happens though is that they will list you in a limited number of stores and monitor the performance of the product and then, if it does well, they will offer to place your product in more branches. The problem here is that for some products, the minimum production runs are quite large and if they have a limited shelf life, the waste whilst in storage would be considerable.
So, if the shops are not enough to cover the minimum production run, we could end up running the production at a loss. I have identified other retailers which will stock the new products, but we still may find ourselves overproducing.
The really big question in whether we should go ahead with this listing and hope for the best, and in the meantime, work like mad to get more listings to give us the volume we need. Or is it best to delay the launch by a few months, get those extra listings first and THEN start producing?
I know that option two sounds safer but the real danger is that while we are working to get more listings, the original listing offer may disappear. This is not unheard of. It may be that a competitor may get the listing instead, or the buyer changes and their successor won’t choose our product. Difficult decision, isn’t it?
You can find out more about Marcela on the new interactive business website www.inafishbowl.com
I’ve got to be honest, I’m feeling pretty pleased with myself. You see the Horsley Network that three friends (Jonathan, Liz and Claire) and I set up was launched earlier this year and we had more than 30 guests on our first night.
Having been to plenty of more established groups that have struggled to break 15 guests, I think we can pat ourselves on the back for having marketed the event effectively.
So how did we do it?
We focused. I’m a huge believer in “niching” your offering, and this networking group was no different. We’ve set up the Horsley Business Network for business owners who live in Horsley, as well as people who run businesses in nearby villages in Surrey. By having that focus, there’s a stronger pull for people who actually engage with the group’s aims.
We created a plan. We thought carefully about the structure of the evenings and how much it would be fair to charge. And we were realistic about how much we needed to invest in marketing – which clearly paid off. Too many people try to start businesses up on pennies because they want to be earning money before they put anything in. Prudent perhaps, but I seriously believe we would not have received the response we did had I sent round some photocopied “Word Art” flyers.
We took design seriously. We got some great businesses at our first event. Why? Because our flyers and website didn’t look cobbled together, they looked like we meant business, like it was worth bothering to leave a warm house and set out on a cold night to share a beer or two with some interesting people. In fact, we took the design so seriously that a couple of people thought that this was a franchised operation (it’s not – it’s strictly not-for-profit).
We created some compelling copy that focused on the reader. We thought about what their aspirations might be and what objections we’d need to overcome. And we used testimonials to add conviction.
We promoted – hard! We arranged to distribute 5,000 flyers in the local area – a combination of asking local schools and shops and some serious pavement pounding. We also left flyers on notice boards and in village halls. And I set up an email distribution list that included some of my own contacts as well as asking others to forward it on so that it “went viral”.
We used online as well as offline media. We have a professional looking website and we Tweeted about it. Next time, we’ll probably use LinkedIn to also spread the word.
We thought about tipping points. It’s all about enticing the reader to get out of their armchair and into the pub. There’s one benefit right there. For others it was the beer, perhaps the promise of support from like-minded business owners or the fabulous speaker in the form of Karen Skidmore.
I had also set up an online survey in December to find out what people really wanted, which made it much easier to deliver what they wanted.
I can’t help thinking that if many small business owners marketed their own businesses as comprehensively as this, they would also find the outcome exceeded their expectations. But all too often it’s tempting to skimp on careful market research, professional design and effective copywriting in favour of saving money and channelling everything through social networking. What do you think?
Fiona Humberstone, Flourish design & marketing
I would like to look at an aspect of starting a business that isn’t often considered. Mostly discussions are about finance, marketing, recruiting a great team, VAT, legals and all of the other stuff of start ups. But most people need the support of family, friends, and partners. Start ups are hard, and you must be sure that everyone is with you, everyone is supporting you, and everyone understands what you are doing.
My decision to start a new business was made jointly with my wife. Although she’s had limited involvement in the management, she was a full participant in the original decision. And as a result, she has supported me in every up and down since then, which has been a real help. Similarly, my sister and a friend both lent me money when we had an early cash flow crisis. They wouldn’t have done this if they hadn’t been taken on the journey beforehand.
And that’s the rub. If people close to you aren’t with you, they may be a source of discouragement. In the extreme, broken relationships can greatly increase the chance of business failure. I’ve actually seen this with a friend, where they ultimately ended up with nothing. On the other hand, constant encouragement and reassurance can be a real help – as can financial support.
If you start a business, it won’t only affect you, it will impact those close to you as well. They deserve to be told what that will involve and to be consulted for their opinions. Do this, and you will increase your chances of success significantly.
My business, Something Big, works with a large number of start-ups and established businesses. We help them to focus their marketing efforts with the aim of achieving growth. Often, I draw on my own experiences, of course, gained while running our business for ten years. I’m also able to draw upon seeing how other clients get over the hurdles they face. Here are the five key start-up lessons, marketing and otherwise, I’ve learnt.
1 Have a plan
It’s an obvious one and something everyone will advise, however, you’d be surprised at how many businesses have come to me in the past ten years with a list of marketing “ideas” yet no idea of budget or likely return on investment.
Your marketing plan doesn’t need to be ‘War and Peace’, but it should contain: a detailed description of the service/product you’re offering; a profile of your target customers; and a broad set of activities that will enable you to communicate with them.
2 Sweat before you spend
In the early stages it’s easy to get excited and run down to the local agency to brief the designers on your new flashy logo, business cards, website and launch campaign, but before you dash out the door, I urge you to sweat a bit first.
By this I mean make those uncomfortable cold calls; knock on a few doors; trawl the net signing up to every free online directory; make the most of social media and bring in some business before you spend your valuable start-up budget. All of the above will help you decide how to position your business better anyway, as well as pay the designers.
3 Don’t give up your day job too soon
Many people, as I did, leave their jobs in large companies to start new ventures, which is a good plan, but don’t resign too early. In those precious early stages of your business it’s great to know you can still afford to pay the mortgage. You may feel that doing a day job holds you back from getting on with your new business, so make use of your time, whether it’s getting up half an hour earlier to do some online research, making five targeted telephone calls during your lunch hour or banning yourself from TV a few nights a week. If you have the focus and determination, you can do a lot of business planning while holding down your day job.
4 Take good advice and listen to it
This has been one of the keys to unlocking the success of my business. I might be an expert at what I do, but that’s design, marketing and print, not being a financial director, HR manager, landlord, business strategist or any of the other hats I must wear everyday. I take the “ask an expert” option everywhere I can and 99 per cent of the time it gives me an approach I wouldn’t have otherwise taken. Seek advice from people with the necessary knowledge and experience and listen to them carefully.
5 Work “on” the business as well as “in” it
This is one of the golden rules that is usually hardest to achieve. It’s easy to get stuck into the day-to-day of running your business, because that’s what your job is, but in a small business, you’re also responsible for keeping an eye on the future and that means knowing what your competitors are doing, knowing what market trend is about to hit you where it hurts and being at the forefront of your sector, so stick your head out now and again. Good luck.
If you’ve set up a Facebook page, you’ll probably be wondering how to (a) attract fans and (b) keep the fans you already have interested. You need to focus on the fact that your fans are people like you and me, so this isn’t a ‘business to business’ transaction. You need to be fun and keep it light.
The idea behind a Facebook page is to create a public profile that enables you to share your business and products with Facebook users. They’re very easy to create by going to Facebook, clicking on “Advertising” at the bottom navigation, and then on “Pages”.
Here are some top tips on creating an interesting page with updates that people will want to read:
1. Make sure you add an eye-catching profile picture to your page that represents your business.
2. Add pictures, photographs or videos to your page as you would with your personal account. Images of your products, events, services, employees or even the office dog will add interest to your Facebook page and give it a personal feel. Remember to tag your friends!
3. Before you start inviting your friends or business leads to become fans of the page and recommend you to others, try to pre-populate it with relevant and interesting updates. You could even ask friends and colleagues to start up a discussion or wall post that fans can get drawn into.
4. And this is intrinsic to point 3: Make sure your updates appeal to your fans. Bear in mind that your fans could be teenagers, pensioners, builders, bankers or bakers so it’s essential that your updates are inclusive, and friendly with a distinct tone of voice.
Let’s use a chocolate shop as an example.
BAD status updates:
10am: “Buy our chocolates! They’re delicious!”
2pm: “Have you tried our chocolates yet? They’re delicious!”
4pm: “Check out our website!”
6pm: “We love chocolate.” and so on…..
GOOD status updates:
10am: “If you could invent your very own chocolate, what would it be? The most inventive answer will win a bag of our delicious Pecan Pralines!”
2pm: “Did you know a piece of dark chocolate a day is good for your heart?” (link to a news story)
4pm: “Stop press: New shipment of Willie’s Chocolate now in! Get yours before they’re snapped up!” (link to relevant page on your website)
6pm: “Order anything in our shop between 1pm and 2pm GMT tomorrow and we’ll give you 20% off! Quote ref: FB03” (link to your website)
Hopefully you get the idea. Put yourself in your fans’ shoes – if they get inundated with mundane, corporate sales messages they’ll soon switch off. But make your updates varied, interesting and interactive, and your updates will be shared, commented on, and recommended to others.
5. Check in to your page regularly and respond to comments from your fans. It’ll reinforce your brand and personality as well as proving that you’re not just logging in to make updates now and then.
6. Don’t neglect your Facebook page. It’s all too easy to forget about it when you’re busy and you could end up leaving it sad and lonely for a few weeks. In the meantime your fans will have forgotten you exist or they might even “cull” your page if they don’t deem it interesting enough. Like a pet, keep your page fed and watered!
7. On the other hand, don’t over-do it either. If your fans are getting 30 updates a day clogging up their news feed, they’re not going to be impressed. It’s all about quality rather than quantity.
8. Have a go at “hacking” your profile picture. You can make so much more of the space available if you have the time to learn to do it. A simple Google search will find plenty of websites that can teach you how to do this.
9. Upload pictures or videos that you can tag your fans in. Unfortunately you can only tag your Facebook friends, but if you’re inventive you’ll find a way.
For example if our chocolate shop awarded a bag of Pecan Pralines to a fan they were also Facebook friends with, they could post a picture of the bag and tag it with the fan’s name and a caption “Congratulations Joe Bloggs! You’ve won!” Joe Bloggs’ various Facebook friends would receive the news in their feed and it could tempt them to also become a fan of your page.
10. Although you’ll ideally grow your page and fan base organically, if you want to kick start your Facebook fan attraction campaign, advertise your page by using this link. Make sure your advertisement is eye catching and unique or your investment could be wasted, and above all do some research on your target demographic before you start your ad campaign.
A few months ago, I got an Innovation Support Grant (ISG) from the Food and Drink iNet. The purpose of the grant was to help me improve my marketing and PR. Here are some things we did with the ISG grant:
This is a small mention but I hope we can build from here.
The best thing about this grant was its emphasis on working with experts so we learned the tools required so we could sustain the work they had funded. And yes, I learned lots about copywriting for the website and packaging. I also learned that if you want to be in magazines, this is a labour of love and perseverance: you need to contact each magazine, phone the right person, agree to send them samples, then the samples get lost, you follow up, and start again.
Imagine what I felt when I opened the magazine in the shop... and yes, there it was, the article “Olé for Mole” feature and a photo of our Mole (pronounced Moleh, a wonderfully rich Mexican cooking sauce). I got on the train and I wanted to show everyone the feature, but I resisted the temptation.
Now we are going to appear in some glossy magazines, the question is: How can we turn these articles into real, tangible outcomes, e.g. sales?
Well, as it happened, I was visiting our newest stockist, Partridges of Sloane Square in London. He said he would stock salsas, but not the Mole sauce because people wouldn’t know what to do with it. I showed him the Olive magazine and he suggested I laminate it and place the article by the chiller. Perfect. However, I won’t be able to do this everywhere, so the question comes again, how do we use these articles and turn them into sales?
Do you have any suggestions for Marcela? Add them to the comments section below.
You can find out more about Marcela on the interactive business website www.inafishbowl.com
First impressions are everything. Get it right, and everything becomes easy. Get it wrong and you are pushing water uphill with a sieve.
Many people will warble on about you have to be your authentic self when meeting people. Get that right and you will make the right impression. They are sort of right but what happens if your authentic self doesn’t make a great first impression.
So, what do I mean by a great first impression? People respond well to warm, positive and confident folk. Very simply, that means offer your handshake first, give them a warm smile and be positive and enthusiastic.
As a slight aside, when I talk about handshakes, there is nothing worse than a wet fish handshake OR a bone-crushing handshake which leaves you gasping for breath. If you don’t know how your handshake is perceived, test it out on friends and get their feedback.
How do I put this delicately? Appearances do count and stereotypes do exist. If you think of a lawyer, you expect to see a well-tailored suit and a neat appearance. Lawyers take note; however much you want to break out of the mould, a well-fitting suit is probably necessary for your credibility. As many image consultants will tell you, details are important. Chipped nail polish or dirty nails is a no-no, as is missing buttons from a coat, or messy hair. If you have young children, do carefully check your appearance in the mirror before you go out, baby sick down the back is a ‘no-no’!
If you look good, and have a confident handshake, then the battle for the right first impression is nearly won. The last piece of the jigsaw is how you introduce yourself. For many professionals, a big trap is waiting for them, when asked (the almost standard question at a networking event), ‘so what do you do?’ Do you confess and say, I’m an accountant... lawyer... coach... and fall into the trap. Or do you describe what you do by the value you bring to your clients?
The right answer is to have the one sentence sound bite prepared, which succinctly (yes, succinctly) talks about the value you bring to your clients. It wouldn’t surprise you to know that my sound bite is “I help professional advisors gain better business results for less effort”. Many people worry that if they use this type of opening, people wouldn’t know what they do. I can see that this is a genuine concern, however, in my experience, whenever this type of opening is used, the next question is ‘oh, that sounds interesting, how do you do that?’. And then you are off, the conversation is started, and you have moved straight into a business conversation.
I think that marketing is a really important key to opening up the sales door for my yummy sauces. I regularly do food tasting sessions at the shops where they sell my products.
It's time, however, to up my game and analyse the return on investment of all of my marketing activities. This is another tricky task for a novice like me: do I know how to measure the effectiveness of a marketing event and the get figures to quantify? Er, I think you know the answer.
Take last Saturday, for example. I had discussed the idea of having a Mariachi band at the Food Halls with Selfridges . It turned into reality on Sat 31 January and we had such a good time, which is clearly a good thing. These are some benefits from this tasting session:
Two videos taken were particularly interesting:
This is where I reach my limits as I don't know how to quantify whether the event was good ROI. How do I measure this? It's not straightforward. On the day, we saw 300+ people and I will get the sales figures next week.
This is what we spent:
To summarise, I think that the event was worthwhile: we sold, created awareness, and have been/will be on other websites. However, this is only my gut feeling and I need to take the guesswork out of investing on marketing to focus my very limited resources wisely. Do leave me a comment if you have any suggestions.
You can find out more about Marcela on the new interactive business website www.inafishbowl.com