Entries by Ian Kirk

How to lose a potential customer (in one easy step)!

Last week I was conducting a price benchmarking exercise for a client of mine which involved ringing around a lot of local competitors offering the same service as them. The idea was to plot where my client was effectively positioned in relation to the marketplace as compared to 12 months ago. Although, undoubtedly, this was […]

February 2011 Top 5 Marketing Tips

  Below are the top 5 marketing tips for February 2011 – simple tips to help you improve the effectiveness of your marketing. 1. Diverse target markets – first of all it is critical to identify who your target markets are.  There has to be a need for your product or service – but the more […]

The danger of the golden egg!

I have recently conducted an audit of the types of businesses I have worked with over the last 5 years to see whether there were any common factors that drove my customers to start working with me. It has been an interesting and useful process (which I would recommend you undertake) and although reasons for […]

January 2011 Top 5 Marketing Tips

  Below are the top 5 marketing tips for January 2011 – simple tips to help you improve the effectiveness of your marketing. 1. Calculate Lifetime Client Profit Value – do you know how much, on average, a client is worth to you in profit over the course of their lifetime? If not, analyse your historical sales […]

December 2010 Top 5 Marketing Tips

Below are the top 5 marketing tips for December 2010 – simple tips to help you improve the effectiveness of your marketing. 1. Forget your USP and try a UBP – everyone always asks you what your Unique Selling Proposition (USP) is but who on earth likes being sold to?  Look at it as a Unique Buying […]

Don’t E-shot yourself in the foot

Quite often I get asked the question what the key things are that work in generating higher response rates in both direct mail and e-mail marketing campaigns. There is no ‘Holy Grail’ to follow that will guarantee you a response but to ensure you maximise response potential there are certainly some simple snippets of advice […]

Why you should be marketing in a recession!

Whatever you choose to call it…..”the economic climate”, “the downturn”, “the recession”….many companies have to take some responsibility themselves if they have experienced a drop off in performance and a decline in sales. Why?  Because, for eternity, the first thing companies look to cut back on at the first whiff of a tough trading period […]

The Seven P’s – Part One – Product

‘Marketing’, as a term, is radically overused in the business world. There are many companies out there who claim to be experts in marketing and yet they really fail to understand exactly what marketing is. If companies who are offering ‘marketing’ services are getting it wrong then its no surprise that there is a general confusion […]

November 2010 Top 5 Marketing Tips

Below are the top 5 marketing tips for November 2010 – simple tips to help you improve the effectiveness of your marketing. 1. Set some objectives – so many businesses fail in their marketing activity because they do not have a clear idea of what they are trying to achieve.  Every single piece of communication should […]