Marketing and Marketing Mentoring is never more important than during difficult times.  Research clearly shows that when times get tought, marketing it even more important to your business.  I was speaking to Sir Eric Peacock on Friday afternoon.  We both agreed that there are interesting times ahead that are filled with oppertunities galore.  We are both very busy at the moment and he told me about several important deals he has done. “There are lots of brilliant oppertunities to gorw market share” he said.  I couldn’t agree more.

The key to make the most of it is to do the right type of marketing and I cover this ins a new free seminar and free tips booklet – details of both are on this website. 

Make no mistake the coming years will bring disaster to some and great weath to others.  Decide which is going to apply to you and if you want to make your marketing support you in your decision – get yourself a marketing mentor to help you from only £40 a month.

Sir Eric Peacock thinks there are golden oppertunities ahead

rapportautumn08lisabutcher1

Lisa Butcher talks about the Quest Institute

When I was running a recent marketing seminar I was aksed how easy is it to get decent media coverage and PR for a small company.  Surely, they asked, only a large comapny can get any decent coverage.

I totally disagreed and said that small companies can get good PR coverage if the can tell an interesting story.  The most recent example of this is our clients The Quest Institute who attended the Marketing Mentor seminar in September.  One of their clients Lisa Butcher is on the cover of Rapport Magazine this month with a 2 page sorry about them on the inside.  They emply just 4 staff but are brilliant at what they do.  

They are also in this month Running Fitness magazine and have recently appeared in Zest as well as on BBC Radio and several other publications.  It has nothing to do with the size of the company – it is to do with how interesting and relevent the story is to the publication.

Other people who have experianced the marketing mentoring offered in the marketing Mentor programme can tell a similar tale.

I’m delighted to say that during the last evening presentation of the free marketing seminar I held at Hothorpe Hall, Leicestershire, I was presented with an award. 

It came from ‘The best of’ organisation and the award was for best community business.  I have been doing some PR work for local organisations recently including work for a campaign to bring back a cinema to market Harborough and was niminated as a result of my unpaid work along with 6 other companies.  I’m delighted to say that I won with over 50% of the vote.

Thank you to everybody who voted for the Ideal Marketing Company as ‘Best Business’ in the area. 

Award winning presentation at Marketing Seminar

 17 marketing ideas to grow your business – Free Seminar  This is your chance to claim a FREE place at a marketing seminar to run at Hothorpe Hall near Market Harborough this May following on from the very popular event that took place in March. #####PLEASE NOTE THAT THIS EVENT IS NOW FULLY BOOKED UP!  A NEW DATE WILL BE ANNOUNCED FOR JUNE 2008 SHORTLY######The Ideal Marketing Company is delighted to present a free marketing seminar to be held at Hothorpe Hall. This early evening seminar takes place on May 15th from 6pm and is free to any business owners or people with a marketing function within a company. Date: Thursday May 15th

Just to let you know that my marketing seminar at Hothorpe Hall on Tuesday night is now fully booked.  In fact, there are now 92 people confirmed for the 60 places available.  From previous experiance a good number of people who say that they are going to attend seminars don’t actually turn up on the day.  I am hoping this is the case for Tuesday otherwise we are going to have to get a few extra chairs!

So iff you would like to attend I’m afraid you can’t – but don’t worry, the next free seminar will be taking place in May.  Details will be on this website shortly.

Five top tips to keep clients coming back for more

“It is one of the most beautiful compensations of this life that no man can sincerely try to help another without helping himself.” Ralph Waldo Emerson

We have all heard the phrase ‘The customer is king’ but how many of us pay it more than lip service?

The truth is, for the average small business, it is far more cost effective to target your limited marketing resources towards your existing customers than to constantly spend a fortune trawling to attract new ones. After all, it costs seven times more to attract a new customer than to maintain an existing one.

Think of your customers a bit like a bath. Your taps are new customers arriving into your company. The bath plug – or effective customer service – prevents your customers from leaving. It takes a lot of energy and effort to constantly have new customers arriving all the time, but preventing them from leaving is a great deal simpler.

Why do my customers leave?

A whopping 75% leave because of ‘perceived indifference’. That means that they stop doing business with you because they feel that you aren’t interested in them; that you don’t make them feel special anymore. When a rival company writes to them with a special offer, they can be tempted away because you never bother keeping in touch.

So, while you may think you are treating your customers well, most of them probably think otherwise. When a customer leaves they don’t usually make a fuss or complain – they quietly slip out the door never to return.

Making them stay

Perhaps you really are going out of your way to serve your customer, but they just don’t realise it. Well perception is reality, so if 75% are leaving because of ‘perceived indifference’, here are five easy-to-implement ideas on how to change their reality:

1. Capture their details and keep in touch with them. At least once a month write to them or e-mail them with a special offer, product preview, clearance sale, new product line, open evening or whatever. This lets them know that you are thinking about them and finding new ways to serve them

2. Ask them how you are doing. Conduct a customer satisfaction survey on an annual or regular basis depending on your customer base. You can even offer an incentive if they complete the form. This will help you see where you could be better – even if it’s only down to perception.

3. Conduct regular customer forums. This allows you to tell your best customers more about what you are up to and to find out from your customers what they like about your service and products. It can also be a useful opportunity for customers to meet your staff (especially background staff) and of course, other customers. If you’re feeling brave, let them talk about you while you are out of the room for an hour and then listen to their feedback on what they like and don’t like about your company.

4. Develop more than one contact point. If a buyer leaves or your contact leaves, the relationship between your two organisations disappears overnight. But if you have more than one point of contact, the relationship is far stronger and can withstand the odd member of staff moving on. When a carefully planned company pairing system really works, your two organisations become so closely intertwined that no other company will get a look in. For example, an office supply company or printers can act as a virtual stockroom delivering items the same day they are required. This locks out the competition and makes you indispensable to the day to day running of your customer’s business.

5. Be honest. Own up to mistakes, and don’t pretend to be something that you are not. You can’t build a long-term relationship that is based on mistrust. A customer would rather you held your hands up to making a mistake than trying to shift the blame where it doesn’t belong.

So remember, whilst most companies spend their hard-earned marketing and sales effort attempting to attract elusive new customers, they probably have most of the business they will ever need sitting on their database.

Delighted to say that I’ll be deliverering a free maketing seminar in Leicester this evening on behalf of Creative Leicester.  Around 20 business owners will be attending the meeting at Birstall Road from  6pm onwards.  The main theme of the evening will be on PR and how to make the most of it, but I will also be talking about The Marketing Mentor programme and how small business owners can use it to quickly and easily improve their success through marketing.

This will be the first time that The Marketing Mentor programme has been discussed in public so it will be interesting to listen to what people make of it.  

“I would recommend this because it is useful – no matter what your business, no matter what size.” Anne Jackson

“Very interesting and very enthusiastic delivery. Made me realise that effective marketing need not cost a lot of money!”

Jason Yeomanson, Thrifty Car Rental

“Gives you a new insight into marketing – simple to understand, effective and informative – all delivered with a bit of humour – very good.”

Sandeep Sudra – National Legal Services

“A great way to get you to re-think and re-plan your marketing strategies without breaking the bank. I have already implemented a number of the techniques learned from the course.”

Jonathan Tolley, Prime Litho

“10 out of 10 for content, I would definitely recommend this course.”

Chandni Karia,

“An innovative, inspirational look at approaches to marketing for small businesses. I feel totally motivated.”

Claire Bower, Parsnips Drama Group

“It’s relevant to everyone – not just sales and marketing departments. The day covers a wide spectrum of people and varied ideas. A great overview on marketing.”

Steve Smith

“Well explained solutions to help all businesses.”

Caroline McCarty, Pure Adventure

“Informal atmosphere with non stuffy delivery – a no nonsense delivery of key marketing concepts that can be readily applied.”

Steve Izzard, BML Ltd

“A refreshing change – re-lit the fuse”

Diane Carter, S&S Plastics

“Thought provoking, relaxed, great buzzy atmosphere, packed with ideas – something for everyone. It was thought provoking and stimulating. It has given me new ideas and refreshed old ones and given me plenty to work on.”

Jacky Pratt, Ambition Coaching

“An absolute must for any new business in order to be confident on how to progress ones business.”

Norrie Andreassen, Pure Adventure

“Logically presented, palpably effective ideas – common sense, highly effective marketing ideas in an informal and enjoyable environment.”

Tony Leatham, dobiz.net

“There was a real ‘feel good’ and positive atmosphere – I’m certain everyone else learned a great deal too during – comprehensive and informative”

Julia Trustram Eve, English Wine Producers

“A good opportunity to start again with the end in mind.”

Bob Kottritsch, Brillianz

“Easy and practical advice served up with cheek and charm! Marketing made

do-able.”

Stella Welton, Archway House Natural Health Centre

“A good overview of marketing processes with some useful ‘real’ applications. This material is highly relevant and a must for every small business owner.”

Bruce Rae, Brillianz

“A helpful short course on marketing for SMEs.”

Brain Ridgewell, The Worshipful Company of Horners, former Marketing Director of Castrol Oil UK.

“Well delivered and all very useful – not like some courses when you start clock watching! I will recommend to others.”

Julie Ulph, Fusion Ltd

“Strong ideas, informative material that clarified and brought together ideas.”

Leroy Stevens, Blue Marbles Ltd

“It has shown me a better way to market my company”

George Neal, NEG Plc

(Feedback selected from over 500 positive responses to earlier training)