Marketing

A very long time ago, on a marketing assessment, I helped a Central London shop-keeper that, on his own, was not able to improve his business. Within three weeks, I increased his turnover six-folds and I kept it steadily for as long as I was there. Once I handed over the run of the place back to the shop-keeper with the tools to proceed, he once again failed. He blamed the economy but that was just an excuse.

There are a lot of tv programs like “the hotel inspector”, “supernanny” etc. where we see logical changes being brought to a business or a family. We also see the changes working but, nevertheless, we also see people failing too as “we can take a horse to water, but we cannot make him drink”.

There is also a lovely Aesop's Fable that will help us understand people’s attitude to that they cannot attain: “Driven by hunger, a fox tried to reach some grapes hanging high on the vine but was unable to, although it leaped with all its strength. As it went away, the fox remarked, 'Oh, you aren't even ripe yet! I don't need any sour grapes.' – To disparage is easier than to admit ignorance and lack of skills.

Not two businesses or shops are alike. Apart from the obvious there are also a combination of location, looks, colours, aromas and personality. It is a fact that within the first two years of commerce, 71% of new businesses will close down or go bankrupt (source – BERR, 2008). Of course, as Mr. Joe Bloggs will shut down, Mrs. Janice Smith will open and this is why high streets and office blocks are not necessarily empty, but within a couple of years, our yellow pages will no longer have the correct information.

Those businesses that can afford to pay thousands of Pounds to employ the best marketeer, the best web designer, the best PR agent to look after their business, may succeed in their ventures, but to spend a lot of money or trust in the best is NOT necessarily a full proof formula.

For example a law firm may want a new website but how will they know if it will be the right one for them? They are lawyers after all, not web designers nor marketeers. In fact, have the lawyers considered the marketing aspect of their website?  Many web designers are excellent at designing websites, however, like any artist, they will develop a personal approach. After a while when they will design a new website, they will often do it without looking or knowing what the market or competition has to offer anymore. Similar to musicians or painters a web designer will have his or her own style. In the majority of cases, without marketing or psychological experience, the design of the new website will be limited in the know-how to looks and colours without knowing or considering other impacts.

To be successful one must be better than others.

Some considerations:

A delicatessen, to be attractive to its customers, has to offer a variety of products. If business is slow, is the answer to increase prices so that profit margins are adequate? A better solution is not always obvious or alternative routes do not jump to our attention as a shopkeeper’s knowledge may be restricted to making coffee, preparing dishes or selling cheese.

A shop, especially at times when the economy is thriving, would have no problems in offering and selling its wares. But if customers no longer buy what there is on offer there will be a serious cash-flow problem. Bills for rent and rates will still be coming in but very seldom the proprietor will see and grasp the opportunity to offer alternatives, often blaming the financial economy for his/her own incapacity to evolve.

A restaurant owner told me recently “I have just paid £750 for 40’000 leaflets but I have seen no returns”.  If you don’t target your audience and in the correct way, you are doomed to fail.

American entrepreneur, author and public speaker Seth Godin wrote in one of his books: “we are bombarded, at the rate of 3000 per day, with marketing massages”. The average household in London receives over 28 leaflets/circulars per week and about 18% of households have “no junk mail, leaflet” written on their doors.

“A shot in the dark is best left to funfairs” (Eamon O’Donnell, Stop Howling at the Moon, 2007).

Shops, restaurants, offices, warehouses, businesses, managers, sales-people, employees are just a few of the concerns that will benefit from my way to business and wellbeing. My approach takes into consideration Lateral Thinking and Body Language, “simple” Marketing and Psychology, Advertising, Sales, PR and even Mentalism. With facts I can show to you “tricks of the trade” that up to now no one has been prepared to reveal in any book, seminar or course.

I provide senior-level counsel, marketing and communications planning and project leadership to help results-driven organizations of all sizes increase revenue and achieve targeted goals.

Today's marketing arena is more challenging than ever with the proliferation of marketing channels and the influence of digital, mobile, and social media that have increased customer expectations. It is an environment that yields only to those who can effectively and expediently address customer’s needs.

To achieve marketing success, organizations must have carefully honed, with research-based strategies that ensure product relevancy and value to buyers. It is essential to leverage competitive advantages across all points of communication and deploy targeted, measurable marketing initiatives to maximize impact.

  1. Build Brand Strength
  2. Attract and Retain More Customers
  3. Increase Sales and Revenue

If you're ready to benefit from senior-level marketing and communications expertise, please contact me for a complimentary, introductory consultation to discuss opportunities.