‘Marketing – Getting it Right’
Mike Wenham
Business Link
Business Link
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One of the UK’s largest business support organisations
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Assists businesses to grow and develop
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Helps businesses achieve their aims and objectives
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Whether you want to grow a business and need advice
and support on any business or skills issues.....
Business Link is your first port of call
Business Link
• Not for profit!
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Available locally but quality assured regionally to
clear, national standards
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Business Link is an impartial, independent and
confidential advisory service
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And, its services are FREE to you
“We are now entering the most challenging
period many small businesses will ever have
faced... Being good will no longer be good
enough to generate growth; those businesses
that want to increase their sales will have to
excel in every way.”
Neil Saunders
Verdict Research
November 2008
Marketing in the current
economic climate
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Marketing is often the first victim during difficult
economic times and, if marketing activities are
continued they have to demonstrate strong, short term
ROI
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However, studies show that in the long term this
strategy can damage your business
Do you have a marketing plan?
.....and does it include:
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A defined market
Market research
Customer profiling/Customer benefits
SWOT
Competitor information
Your image and brand
The marketing mix (e.g. promotion, advertising,
web, e-commerce etc.)
What you need to know and do
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Profile customers - know who they are and where
they are
Ask customers what they want from you
Maintain a database and analyse it, identify
buying patterns and look at other products /
services you can offer
Identify your Unique Selling Points (USPs)
Know your competitors and how they affect your
customer base
Adapt your products and services to suit
market needs and also new markets
Adapting the Marketing Plan
“Economic downturn affects all small
businesses but research shows that less
than 30% re-write or adapt their marketing
plans”
New Brand Vision – Survey of 175 SMEs
Keep marketing your business
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Find low-cost ways to promote your
business
Make sure your website is doing its
job
Call clients every time you deliver a
service or product
The Marketing Mix
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Marketing literature / brochures
Mail / email / telephone campaigns
Your website
etc., etc
They all have benefits but consider
what the main contractors want......
The Marketing Mix
Professionally presented PQQs
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Allows you to...........
- Present your business
- Demonstrate your standards
- Show the financial stability of your business
- Demonstrate your relevant experience
- Prove your contract capability with references
• Helps main contractors to distribute
contracts to sub-contractors based on
the evidence in the PQQs
Bidding Tips
The Advertisement
So you have seen an advert or contract notice,
what next?
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Do your research
The information pack should provide additional details
about the requirements
Don’t be afraid to ask the contractor for further information
If invited attend a supplier briefing
What if you don’t meet the minimum criteria?
Ask how strict the criteria will be applied.
Ask whether a joint bid from two or more
organisations could be considered
Bidding Tips
The PQQ
Make sure you stand out from the crowd !
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Make the evaluator’s job easier
Provide an adequate and concise response
Keep all information together - avoid “see attached policy”
If you need to provide documentary evidence make sure it
can be easily found
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Always answer all the questions
If individual questions are weighted give a more
detailed response to those with a higher weighting
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Check your submission is complete
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The Marketing Mix
Network, network, network !
Builds relationships, builds trust and helps you get.......
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Face to face meetings
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Added to PQQ distribution lists
So you can then........
- Present your business
- Demonstrate your standards
- Show the financial stability of your business
- Demonstrate your relevant experience
- Prove your contract capability with references
Ways get the most from your
marketing spend
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Sell more to existing customers
Build once, use often
Get your timing right
Pick your targets carefully
“Do whatever you can to hold on to your margin.
It is the easiest thing to give away your profits
for sales so make it the last, not the first, thing
you do”
Jacqueline Gold
CEO
Ann Summers & Knickerbox
Be Your Greatest Asset
Get help where you can
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Business Link
In the last 12 months businesses that have
received intensive support from Business Link
have shown an average 10% growth in
productivity and performance
Contact Business Link now
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Telephone helpline: 0845 600 9 006
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www.businesslink.gov.uk/southeast
“Believe in yourself and focus your energies on
what you’re good at.... strive to improve your
abilities in the essential areas where there is a
clear, identifiable benefit. Believe in yourself and
your abilities. It really does matter.”
Jeremy Kourdi
Surviving a Downturn