Market Research Advice for Small Businesses

Research your market

Before investing any money on developing or advertising a new product or service, it is important to find out if anyone wants it. Researching the market enables you to test your idea, evaluate the competition and check to make sure your idea is viable.

The following headings will help guide you through the process.

USP

The first thing you need to discover is what sets you apart from all the other competitors in the market. There is a temptation to say that the people within your organisation is what makes it unique. Unfortunately, that’s not good enough. Consider the following:

What does my product or service provide that is better than anything else available?
How can I go the extra mile to ensure my customers have the best user experience?
Is my product or service required by the general public or is it more niche?
Can my product or service solve my customer’s problems in a way that’s never been done before.
How is my product or service easier to use than that of my competitors.

Customers

It is essential to know who your customers are so that you can tailor your products and services to meet their needs. Defining them will also help you build a relationship with them in your communications. It is highly probable that you will have multiple customer types. To help you identify your customer types consider the following:

Who is buying similar products and services?
Create a picture of each of your ideal target customers based on their demographic (age, gender, profession etc.), likes, dislikes and behaviours.
What needs or problems will your products or services solve for each of your customer types?
Will your customers types be interested in paying for the products and services you offer?

Prices

Once you have established that there are customers for your products or services, you then need to find out how much to charge. Consider the following:

What prices are being charged for similar products and services by your competitors.
Ask potential customers how much they would be willing to pay.
Could you charge different prices to different customers based on levels of service or quality?
Could you offer discounted packages of products?
Try some either or questions with different customer types to find out what your product or service is actually worth.
Once you have decided on a pricing structure, ensure that your business idea is still viable.

The Competition

By finding out what your competitors are doing, you can challenge them on price and service.

Check out what people think of your competitors’ prices, levels of service and what could be improved by asking their current customers.
Research your competitors online, through trade associations, trade publications, market reports, local chamber of commerce and their advertising
Ask your competitors questions either by phoning them or email.

Product

If you are developing a product it is essential to find out what potential customers think of it.

Develop a prototype to test it.
Use focus groups to obtain a wide range of opinions.

Tips

Use questionnaires and surveys.
Surveys, questionnaires and focus groups can be carried out simply and cheaply using online platforms like Mailchimp, Survey Monkey and social media.
All answers should offer a score or opinion rather than a yes or no.
All questions should be clear and concise.
Be wary of questions that could be misinterpreted
Encourage both positive and negative responses
Ask a reasonable number of people to get a better perspective.
Do not try to lead people to a particular answer.
Be realistic and remember that people don’t always say what they feel.
Get qualitative data that involve thoughts and feelings
Get quantitative data that involve facts and figures that can be measured.

A Continual Process

Market research should be done continually. Once you become established in a market, your competitors will look to copy and improve on what you are doing to reclaim their lost market share. By regularly testing and researching your market, and adapting your products in light of any feedback, you should always stay one step ahead.

For more information…

For help with market research or generating leads call the marketing team at Local Pages on 0117 9231122 or email us at marketing@localpages.co.uk

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Time to Change

Change is constant

According to the ancient greek philosopher Heraclitus, “The only constant in life is change.”

And to misquote Shakespeare, “Some are born to change, some achieve change and some have change thrust upon them.”

Change in light of Covid

For most of us the Covid pandemic has meant massive changes forced upon our lives. Businesses faced with uncertainty are having to adapt to new ways of working that may involve employees working from home or restricting face-to-face contact. On a personal level we have had to change our behaviour and adapt to new challenges such as social distancing and homeschooling while learning new technical skills in order to work and socialise online.

Whether change is a voluntary process or forced upon us, it is always uncomfortable.

Adapting to change.

Below we look at the various steps in the change process. It’s worth noting that depending on the significance of the change, we can go through all seven steps in minutes or in years. At each stage we consider the emotions felt and ways in which we can make each phase a little easier.

The 7 steps of change

Step 1 – A sense of loss

Something has changed, it’s different and it’s put you in a spin.

You can feel: loss, out of control, fear, shock, overwhelmed, unsafe and paralysed.

It’s important at this stage not to ignore these feelings and to find some sense of control. This can be done by addressing your concerns and trying to regain some perspective by considering the most likely and worst case scenarios.

For managers of change: You should listen, empathise, offer support and give as much information as possible. If the change is likely to have a negative impact on people, do not try and sell it as a positive.

Step 2 – Feeling doubtful

Doubt and uncertainty can create defensive behaviours and, even though you may be aware that change is necessary, you may resist the change and try to obstruct the process.

You can feel: resentment, angry and righteous.

Despite feeling that the old way is the best way, it is important that you gather the facts to form an accurate picture of reality.

For managers of change: Be patient, continue to offer support and offer any extra information to allow the person to reach their own conclusions

Step 3 – Frustration

You now know what’s going on but are unsure of how to deal with it.

You can feel: anxious, uncomfortable, confused and lethargic.

The danger here is that if you don’t come to grips with the new reality you could end up back at stage one. It is therefore important to stay motivated by planning and taking the best steps forward.

For managers of change: Allow the expression of difficult emotions while giving stability in areas that can be controlled.

Step 4 – Acceptance

Your perception changes.

You can feel: more resourceful, energised and positive

There is light at the end of the tunnel and you start to feel more in control.

For managers of change: You coach, encourage and support people to complete their unfinished tasks and create goals to allow people to focus on their immediate future.

Step 5 – Test the future

You consider your options, make decisions and try out new plans to see what does and does not work.

You can feel: excited, optimistic and pessimistic

You will experience a wave of positivity when plans go well and feelings of despondency when new ideas fail. The important thing is that you keep on experimenting to see which solutions deliver the most success.

For managers of change: Create clear achievable objectives and encourage risk taking without the fear of failure.

Step 6 – Understanding

You come to accept the reality that change can be forced upon us by a wide range of circumstances and that they have to be dealt with and endured.

You can feel: confident, competent and productive.

You accept that life is a messy process and even though you may never reconcile or fully accept the changes, you are able to apply and implement what has to be done.

For managers of change: Encourage learning, celebrate success and provide the opportunity to reflect.

Step 7 – Integration

Instead of feeling different, the change now feels normal.

You can feel: satisfied, focused, more generous and resilient.

By reflecting on the past and present you are aware of the consequences and rewards of the change. By experiencing change and proving that you can be flexible during a time of uncertainty can lead to a sense of personal accomplishment and great satisfaction.

Thanks to changecycle.com and Anchor Success

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Time to Reclaim our High Streets

During the lockdown period, more and more of us have been discovering that long queues outside supermarkets can be avoided by shopping at smaller retailers on the high street. Butchers, bakers and greengrocers have all seen an increase in customers during the last three months. But what happens after ‘Lockdown?’ Will we all go back to buying from the big national chains or will we remain loyal to the retailers who continued to offer exceptional service when the going got tough?

At Local Pages, we believe it is time to reclaim our local High Streets and carry on spending locally. This is why:

10 Great Reasons for Shopping Locally

1 – Your money stays in the local community.

According to research by the Centre for Local Economic Strategies, for every £1 spent in local businesses 63p is invested back into the local economy, where only 5p is reinvested when money is spent shopping out of town or online. Research by American Express also found that house prices close to thriving town centres are likely to rise faster than similar houses in areas where there are few local shops.

2 – It’s quirky and fun

It’s much more fun searching around little streets full of quirky little independent stores than visiting the national chains that all sell a variation of the same thing. Small independent retailers know the local market and stock items that appeal to local people rather than the masses. This means they are more likely to take risks and stock a more diverse range of products; items that you may not be able to find anywhere else. Local shops also support local artists and designers, so you could end up buying something truly unique.

3 – It helps create local jobs

Last year it was reported that independent businesses accounted for 60% of employment and 52% of turnover in the UK. Independent businesses tend to pay more as a proportion in local taxes than their larger counterparts which means more local investment leading to more local services, more jobs and a better quality of life.

4 – It’s good for our health

Buying locally improves our well-being. By encouraging us out of our homes and places of work, we interact with others, breath fresh air, gain new experiences, give ourselves a sense of purpose and see life from a different perspective. Shopping locally is also a valuable form of physical exercise. Walking to and from the shops combined with carrying our purchases increases our heart rate and muscular development. Research in America by the Cambridge Journal of Regions, Economy and Society, found that there were lower rates of mortality, obesity, and diabetes in areas where there was a high volume of thriving local businesses .

5 – It’s the ethical choice

Local butchers, greengrocers and other suppliers of fresh produce often supply a high percentage of food that is produced locally. Not only does this reduce the amount of fuel required to get the food from the farm to your table, but it also decreases the amount of plastic packaging necessary to transport food over large distances. As well as being fresher, locally produced food is also often tastier and contains more nutrients and less preservatives.

6 – It encourages entrepreneurs

By shopping locally you are encouraging the success of local businesses. This inspires other entrepreneurial types with a passion for growth and local communities to do the same. As new businesses are created they look to fulfill the continually changing needs of consumers. This leads to an increase in innovation and a constant turnover of new products and services.

7 – It helps build communities

Many high street stores including bookshops, cafes and craft shops host events to entice customers into their premises. If the businesses are not supported, the local groups that use them tend to disappear too.

8 – Great for advice

Local shops know their products inside out and want to share that knowledge by helping you whenever they can. Not only can they advise on how something is made or used, but they can make other recommendations based on your needs and budget. It’s a more personalised shopping experience than can be offered by a national chain with the emphasis on helping you buy, rather than selling you something you don’t need or ignoring you altogether.

9 – Great for Price

Most local shops are just as competitive as large retailers with the added advantage that you can normally haggle on price; something you cannot do online or in a chain store. Many local retailers also offer loyalty schemes offering extra discounts and free merchandise to those that shop with them regularly.

10 – Try before you buy

It sounds obvious, but by trying clothes on in a store you can see how they fit and feel before you buy them. When buying furniture you can check how comfortable the sofa is or inspect the quality of the materials and construction. Looking at pictures online can never take the place of the tactile experience. What’s more, in most cases you can take away your purchases there and then for instant gratification without the added worry of possibly having to organise returns, exchanges or asking for your money back.

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Invest in Your Business Now for Future Success.

To succeed in the future… you have to act NOW!

Like many of the businesses that advertise in our Little Blue Book and online directory, Local Pages is a small family business. During this time of economic uncertainty we have been looking to learn lessons from the past to shape and determine our future. This is what we have learned:

It will be those that continue to market their businesses who will reap the benefits later.
Business goes where it is invited.
If you don’t advertise and engage with your customers, you will be forgotten.
If you don’t advertise and engage with your customers, they will assume you have gone out of business
If you don’t engage with your customers, your competitors will.
Marketing = leads = sales = food on the table
Control the things you can control and adapt to the things you cannot change.
The way things have been done in the past are not the ways that things will be done in the future.
We need imagine future working practices and alter the way we work to meet them.

Therefore, at Local Pages we are embracing this period of uncertainty by increasing our marketing activity and adapting our working practises in order to better support our customers, staff and suppliers.

Our business has grown in the past few years due to us keeping our promises and generating low-cost, affordable leads for our customers through our online and printed media. By continuing to invest in our marketing now, we are determined to build on that past success and come through this economic downturn stronger than ever.

We encourage all businesses to do the same. Which brings us to…

10 reasons why you should invest in our Little Blue Book

1 – The current situation will not last forever and when it does end our little blue books will be in even greater demand as people look to buy goods and services from local people they know and trust.

2 – By booking now you are investing in the long term as each book generates leads for 12 months.

3 – One of the reasons the Little Blue Books are so successful is that we can prove they work by offering all our customers unique, trackable phone numbers.

4 – Local Pages is one of the cheapest and most cost effective advertising media available as it generates high quality leads from less than £3 per week.

5 – Every booking during the current lockdown (minimum 30th June, 2020 comes with a free enhanced listing on www.localpages.co.uk where over 200 people each day search for businesses like yours.

6 – Where possible we are offering a range of flexible payment terms allowing you to spread the cost and protect your cash flow.

7 – Free graphic design to create eye catching adverts that engage and entice new prospects.

8 – People like to buy from local people. Your advert will be seen by people local to you who want your products and services with very little wastage.

9 – Every customer is offered a free digital consultation to ensure their online activity is optimised to generate leads..

10 – For over 40 years Local Pages has been a tried and trusted source of leads for local businesses. Due to public demand, we are printing and distributing more Local Pages directories than ever before and promoting their use through increased marketing and highly targeted advertising campaigns. This means your business gets even more awareness for every £1 invested.

For more details email info@localpages.co.uk or call 0117 923 1122

Leave a commentAdvertising, Blog, Business Tips, Help & Advice, Marketing, Small businesses

20 Top Tips for Creating Engaging & Informative Content

Everyone in business knows that we should be engaging with our customers on a daily basis with rich, informative content. It sounds great until you actually sit down, switch on your computer… and then stare at it for an hour because you don’t know where to start.

So to help get your creative juices going, here are our top 20 ways of engaging with your customers online.

1 – Infographics – Create some visual representations of ideas and information found on your website. Infographics are so much more interesting (and often more informative) than large passages of text.

2 – Memes – Those little videos and images with witty comments are often the messages that go viral.

3 – Videos – Create videos (short & sweet) giving information regarding your products and services. Don’t worry about how you sound or look like, non-professionally produced videos appear much more authentic.

4 – Product Reviews – Got a new product? Put together a product review to allow customers an insight into what you really think.

5 – User Generated Content – Get customers to produce content for you. Share stories and content from third party websites you find interesting or promote good practice.

6 – How to Guides – Put together a range of helpful guides aimed at people that use your products and services.

7 – Lists – People love lists and they improve talkability. Even a list like this one!

8 – Photo Galleries – A picture paints a thousand words. Create galleries of products and theme them to make them more interesting.

9 – Case Studies – Use these to show the breadth and depth of what you have to offer your customers and underline how great you are. Make sure they’re up-to-date and are heavy on pictures and light on text.

10 – Client Testimonials – Testimonials build trust and loyalty. So when a customer says what you did was great, ask for it in writing. Better still, ask if you can film them saying it.

11 – Newsletters – Keep in touch with your email subscribers with a monthly update featuring new products and the highlights of any articles, blogs, videos and social media posts you’ve put out that month.

12 – GIFS – Use clips from videos embedded with text to demonstrate a point.

13 – Events – Create online events like Zoom webinars to engage with your customers , record them and share with others that couldn’t attend.

14 – Images – Use, wherever possible, original images to demonstrate and reinforce written messages.

15 – Podcasts – To convey ideas that don’t necessarily require visuals, put together some podcasts on various themes that may interest your customers.

16 – Slideshares – Get innovative with Powerpoint or Keynote and create decks of slides to inform and engage with your customers and share them online.

17 – Blog Posts – If no one was interested in opinions, they wouldn’t buy newspapers. Get your thoughts down in order and publish them. Try to ensure they are not time sensitive and can be read anytime.

18 – Newsjacking – Take a news story and use it to create content that will attract positive exposure for your brand.

19 – Press Releases – Directly target the media with industry news that may be of interest to their readers.

20 – Polls – Create polls to get your customers voting and seek out their preferences and their dislikes.

If you need help with any of the above, contact the Local Pages team on 0117 923 1122 or drop us a line at info@localpages.co.uk

Leave a commentBlog, Branding, Creative, Design, Help & Advice, Marketing, Small businesses, Social media, Websites

Avoiding Scams & Cybercrime

Over the past few weeks cyber crime has risen exponentially. A combination of concerns regarding Coronavirus, remote working practices and the distractions associated with living in a lockdown has created an environment in which criminals can thrive. It is therefore even more important from both a personal and business perspective to be extra vigilant.

The Golden Rules

If you receive an email, text or phone call you are not expecting, follow these three simple steps:

Stop – Take a moment to think before parting with any information or money.

Challenge – Ask yourself could it be fake. Do not be rushed or feel intimidated. If you have any doubts, refuse and reject.

Protect – If you think you have fallen victim to a scam, contact your bank immediately using the numbers on your bank statement or the rear of your credit/debit cards. Report the scam to Action Fraud.

Fake news

There are many false articles in the press and online promoting false remedies and cures for Coronavirus. If in doubt visit www.gov.uk/coronavirus or www.who.int/ for updates and information.

Impersonation

Criminals are experts at impersonating people and organisations.
Genuine organisations will address you by name, use two factor authentication or some other form of personalisation to prove that they are genuine. Always be suspicious of correspondence asking for information or money. If in doubt, contact the organisation or person directly to check authenticity.
Many businesses are closed at the moment, so be especially wary if you are asked to make an urgent payment or alter bank payment details even if the message appears to come from your boss.
Reject all calls from ‘internet providers’ threatening to disconnect your service. If in any doubt, contact your internet provider directly.

Attachments

Never click or download an attachment as this could lead to your device being infected with unwanted programs.

Great offers

Be suspicious of any correspondence inviting you to invest money in high yielding opportunities. Don’t be pressurised. Check with the Financial Conduct Authority’s Register for regulated companies.
Google has taken down thousands of fake websites for subscription TV services, many of which offer extended free trials
Remember, if it sounds too good to be true, it probably is.

Cold calling

Check the identity of anyone who comes knocking at your door. Do not accept help or let anyone into your home unless they are known to you; or you have verified their identity with the organisation they represent. Do not use any contact numbers given to you at the door. Verify all people independently by looking up the organisation’s details online. If in any doubt, do not let them in.

Reject all calls offering you face masks, sanitiser, testing kits and medicine over the phone as many of these are phoney.
Do not give anyone remote access to your computer.

Passwords

Never share your passwords with anyone
Ensure passwords are strong and contain a mixture of upper case & lower case letters, numbers and special characters.
Do not use the same password for multiple logins.

Payments

Only make payments through secure websites. These sites display a padlock on the search bar
Where possible use a credit card or Paypal to buy online as these methods provide greater protection.
When paying someone for the first time, authorise a small amount first and then pay the balance once you have checked with the company that the payment has gone through okay.

Computer protection

If you haven’t already done so, install anti-virus software on your computer including a firewall to give added protection.
Make sure your computer is running the latest version of its operating system and ensure that all the security patches are up to date.

The above information is not comprehensive and is intended as a guide only. For more detailed information and advice, Local Pages recommends all readers visit the websites of Take Five and the National Cyber Security Centre.

Leave a commentHelp & Advice, Small businessescybersecurity, scams

Staying Afloat on a Sea of Uncertainty

We are now several weeks into the lockdown with several more weeks to come. For most businesses there has never been such a period of uncertainty. So rather than dwell on the negatives of the situation, I would like to consider the certainties and how businesses can seize the opportunities to emerge from the lockdown stronger than they were before.

Ten Certainties

The lockdown is not going to last forever. Hopefully by June the restrictions will be eased enough for most businesses to get back to some kind of normality.
There is still a demand for products and services. Just because people can’t go out and are socially distancing themselves doesn’t mean that their wants, needs and desires have changed.
Not everything can be bought online. Personally, I’m waiting for a new carpet to be fitted and, although Amazon may be efficient, laying a carpet is not one of their strong points.
Consumers are currently storing up cash that they cannot spend because there is nothing to spend it on. It will be burning holes in their pockets.
When the lockdown is over there is going to be a massive spending spree as consumers celebrate their freedom with their newly acquired wealth. Happy days!
Many businesses are cutting costs and slashing their marketing budgets to save money in the short term without considering the long term consequences of their actions.
The businesses that are most prepared by continuing to have a presence during the lockdown are the ones that will reap the greatest benefits.
People remember winners and those that are willing to take risks. They quickly forget those that sit back and do nothing.
Marketing is more important than ever during an economic downturn. Marketing = Sales = Success
We are currently in a period of great change and with change comes great opportunity.

Ten Opportunities

Be the brand that people remember. Keep your name in front of existing and prospective customers so that they can see that you are a positive force.
Take advantage of the fact that your competitors are advertising their services less by advertising your services more. That way you will get a lot more ‘bang for your buck!’ and you’ll be well ahead of the game when all this is over.
Look for new ways of using your skills and experience when interacting with your existing customers and prospects. For example, at Local Pages we’ve used our online directory expertise to create an online Community Hub connecting people with charitable organisations and support groups.
Understand the needs and motivations of your customers and reach out to them in order to solve their problems with warmth and empathy. For example at Local Pages, we’re helping clients overcome cash flow difficulties by offering deferred and weekly affordable payment options.
Rather than spending your advertising pound on selling your products, spend it on creating value in your brand. The reason that Heinz Baked Beans are five times more expensive than a supermarket’s own brand has nothing to do with the contents inside the tin. It’s because Heinz invested in the brand and the brand has become synonymous with reliability and quality.
Don’t rely on the past.. Who would have thought only a few weeks ago that oil companies would be in a situation (at the time of writing) where they have to pay customers to take oil off their hands. Nothing lasts forever. Consider how your business will need to change in a new world where environmental concerns and social distancing could be the new norm.
Instead of cutting costs, take a look at how you can change your business practices to make them more efficient. By making adjustments now, when you have the time and resources to do it, you can reap huge benefits in cost savings later.
Don’t take your clients for granted. Now is the time to reach out to them, thank them and ask if there is any way you can help them. People buy from people. Looking after your customers when things are bad creates future customer loyalty.
Make it easier for customers to deal with you. Take a hard look at every touchpoint that you have with your customers from their point of view and ask what could be done to improve their experience?
Consider where in your business you could offer more value. For example, there is a window company that inspects their work after six months to ensure the customer is happy and that there are no problems. This simple service leads to an increase in trust at the point of sale and future recommendations.

If you would like more help and assistance keeping you business afloat in a sea of uncertainty, call the Local Pages team on 0117 9231122 or drop us a line at info@localpages.co.uk

Leave a commentBranding, Business Tips, Help & Advice, Marketing, Small businesses

Slowing Down

Are you too busy?

We all live incredibly busy lives, often at 100mph without even registering what we’re doing and without being in the moment. We have jobs, there may be children to take to school and take to activities or parties, we might go to the gym, try and have a social life and then spend quality time with our loved ones.

There are a few simple things that you can take on board to start to slow down and maybe have time to think about self care – you might be like me and looking after number 1 goes to the bottom of the ‘to-do list’ every single day.

Switching off

If you run your own business, chances are you have your emails synced with your mobile phone meaning that you are ALWAYS connected to work. You may have a ‘9-5 job’ where you have the same situation. Try not to reply to work emails out of office hours (i.e. after 6pm). We need to be able to switch off from work mode in the evenings and weekends allowing my already busy minds to unwind.

Slowing down

After a break from work or you’re normal routine, it’s obviously going to be busy catching up with emails and client work. For some, a list is the ultimate organisation tool – ploughing through to tick everything off is extremely satisfying! However, we need to remind ourselves that not everything needs to be done right this instant. Something’s can wait until tomorrow, next week or even next month.

Saying no

This leads on from slowing down. Some weeks our diaries are packed with work appointments, life appointments and social gatherings. Stop and think about what you are saying yes to and start to say no to every invite or meeting. We’re not going to miss out. Busy people often find it difficult to just sit and relax some times, doing nothing. Work on this, if only for 15 minutes day but it again allows you start to unwind and relax.

None of these points are new and groundbreaking, but essentially we want to keep that chilled holiday mode going for as long as possible!!

I think sometimes we also just need to take a step back and look at how BUSY we’ve become.

Leave a commentBlog, Small businessesadvice, business owner, family business, local business, local people, small business, work life balance

How To Brief A Creative Agency

Maybe you’re a growing business looking for an agency to create a marketing campaign? Or you’ve already found one, but their work isn’t delivering the results you were expecting? Either way, you can increase your chances of success next time (or first time) ’round by immersing yourself in the brief-writing process.

Learning to put a good brief together is essential. Great briefs inspire the agency to bring your campaign vision to life. Poor ones create ambiguity and stifle creativity. Your brief doesn’t have to be complicated or convoluted, but it does need a few essential ingredients.

WHAT?

Set out in straightforward terms and simple language what it is that you are trying to promote. If it’s a product, give as much background information as possible; category performance, competitor products, any research you’ve conducted. Maybe it’s an offer or seasonal campaign, in which case the exact details are vital. Also, what’s worked well in previous campaigns? What hasn’t?

The other “what” is a practical one: the deliverables. What is it that you want to be produced, and in what format(s)?

WHY?

Why are you running this campaign? What are the objectives behind it and what would you like it to achieve? Success is best achieved when everyone involved knows what success looks like! So being as precise as possible about the KPIs is vital. We regularly get briefs asking for a campaign to increase sales. But without knowing by how much, how do we know whether it’s worked?

WHO?

You may know your customers inside out, but if your relationship with your agency is at an early stage, chances are they won’t.

The agency will want to really get under the skin of your audience, so they will need access to as much information as possible about your customers` demographics, habits, likes, dislikes, relationship with your brand, shoe size. OK, maybe not the last one. But don’t be afraid to include as much info as you have. Particularly consumer insight; you can pop any research documents in the appendix.

Download our FREE Creative Brief Template here.

WHEN?

Perhaps it’s a little obvious to say, but it’s vital that timings are outlined in the brief. When do you want the campaign to launch and how long do you envisage it running for? The other timescale issue is the response to the brief itself. Recent research from the University of the West Of England found that a major bugbear within agencies is lack of time to respond to briefs. So it’s advisable to plan ahead, and make sure Christmas campaign briefs aren’t sent out in November.

HOW?

How much money would you like to spend on this activity? Even if it’s a ballpark or bookended figure (between £x and £x), being upfront about this from the beginning means that the agency can tailor their solution to your budget. It can be tempting to simply ask for a quote, particularly if you’re unsure how much to commit. But this is counterproductive, as your agency won’t be able to propose an appropriate solution without at least an idea of what you’d like to spend. So even a rough figure is crucial.

Good luck with your next campaign!

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Leave a commentBlog, Business Tips, Creative, Marketing, Small businessesagency brief, brief template, creative agency, creative industry, marketing campaign, marketing project

How To Get New Business Through Referrals

How much time do you or your sales team spend looking for new prospects rather than developing a stronger relationship with your best clients? Referrals can be one of the most effective ways of gaining new business but are often under-estimated.

When asking businesses if they use their existing clients to help them find new business, the answer I typically get is; “I’ve already gotten my current clients to buy, it’s time to move on to the next prospect!”. OK, but how do you get that next prospect? There’s business directories, newspaper advertising, cold calling, networking, trade shows, radio, TV.. The list goes on and on. What’s missing? Asking current clients for qualified referrals.

A few months ago, I was talking to a business owner whose company has serviced the Bristol community for more than 50 years. He spent nearly an hour discussing the difficulties of identifying and landing new business in today’s market. He informed me that the traditional mediums aren’t as effective as they used to be and that most sales people struggle to find new leads. I asked him if he provides his customers with a good service, and he was proud to say that he does. He also mentioned that he has between 175 and 200 current customers and that he hadn’t received any complaints for more than six months.

The next question I asked would tell me what I really wanted to know, and what I probably already knew; I asked him if he asks current customers for more business or for referrals. He then explained that he was much too busy taking care of current orders and managing his sales staff to bother his current customers with that type of request. So, he has 200 satisfied customers that it took him years to find, but he still thinks that the best way to grow his business is to continue working on strategies that he already admitted doesn’t work very well? I next explained to him that it would make more sense to ask those 200 satisfied customers if they wouldn’t mind helping him find a new client. After all, has he not earned the right to ask after years of great service?

For the first time during our meeting he was silent. Although a little embarrassed, he admitted that I was right. In the bestselling book The Power of Focus, the authors recommend the following steps to growing your business:

Create a list of your most valuable ‘core clients.’
Take a close look at this list and review the amount of time you spend with these clients. Is it sufficient? Do you enjoy quality time with them, or just a few seconds on the telephone?

So, how do you identify and stay in touch with these core clients?

Determine the characteristics of your best clients. These clients typically bring you the most business (and profit), appreciate your product/service, regularly refer you to others and are strategically related to your target market.
Compile a simple strategy for keeping in touch with these clients. This could include a phone call, lunch or stopping buy to visit their staff. The key is making sure that you have regular and meaningful contact – tickets to the big game every 6 months isn’t necessarily good enough. Remember, the stronger these relationships and the more satisfied these core clients are, the better and more qualified referrals will be.
Once you are satisfied that you have adequately developed a solid relationship with your clients, it is time to ask for those referrals. Don’t just send your client an email or mention it in passing. Remember, you have earned the right (through the delivery of a good product or service) to ask for this referral. Schedule a meeting to talk about your request and remember to be specific about the perfect candidate for your services.

Now, I am not saying that prospecting is a bad idea. Every business needs new customers and prospecting has to be a key component in your growth strategy. But before you hire a new salesperson or send out another direct mail piece, make sure that you have a solid strategy for developing meaningful relationships with your best customers. These relationships will result in your most qualified and profitable prospects.

I encourage you to spend the next few minutes thinking about your best customers. Who are they? And more importantly, when is the last time you spoke to them? Start your list today!

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