‘Marketing – Getting it Right’ Mike Wenham Business Link

One of the UK’s largest business support organisations Assists businesses to grow and develop Helps businesses achieve their aims and objectives 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! Available locally but quality assured regionally to clear, national standards Business Link is an impartial, independent and confidential advisory service 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 Marketing is often the first victim during difficult economic times and, if marketing activities are continued they have to demonstrate strong, short term ROI However, studies show that in the long term this strategy can damage your business

Do you have a marketing plan?.....and does it include: 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 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 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 Marketing literature / brochures Mail / / telephone campaigns Your website etc., etc They all have benefits but consider what the main contractors want......

The Marketing Mix Professionally presented PQQs 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? 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 ! 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 Always answer all the questions If individual questions are weighted give a more detailed response to those with a higher weighting Check your submission is complete

The Marketing Mix Network, network, network ! Builds relationships, builds trust and helps you get Face to face meetings 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 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 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 Telephone helpline:

“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