Marketing Tips

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 Proposition – what is it about your product or service that will make a prospect want to buy from you!

2. Meet (or exceed) the promise – too many companies focus on ‘the sale’ and don’t maximize the potential lifetime value of clients.  If your product and service lives up to the promise then they will return for ever more – and tell others about you!

3. Understand your environment – we don’t trade within a bubble.  Your business, like it or not, is affected by many external factors such as the economy, social trends, legislation, technology and competitors.  Make sure you know what is going on out there so you can adapt your business, otherwise you will get left behind.

4. Segment your offering – don’t try and sell everything you do to everyone!  Focus on your core offering to a specific target market and drill home that message.  Once you have a client on board you can cross sell additional products and services!

5. Test & measure – it is incredibly difficult to predict what marketing communication activity is going to work so start small and test and measure the results.

The biggest mistake you can make is not measuring the return you get from a specific campaign and continuing to waste money on a flawed concept.

If your return on investment is not acceptable – refine what you are doing and test and measure again.  If it continues to yield low returns – stop doing it and invest in areas that are working.

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Ian Kirk

Founder at Opportunity Marketing

Ian is the founder of Opportunity Marketing marketing, with over 18 years of experience in successfully setting up marketing departments, creating marketing strategies and implementing these strategies across a wide number of SME companies in both the B2B and B2C sectors through a variety of channels.

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LEEDS CHILDREN’S CHARITY


RESULT: 21% UPLIFT IN FUNDRAISING INCOME AND A MUCH WIDER AWARENESS OF THE CHARITY HAS SAFEGUARDED ITS FUTURE.

 

Scenario

The Leeds Children’s Holiday Camp Association was one of the oldest charities is Leeds, but was struggling to generate funds with low awareness and potential funding grants reducing.

Solution

Opportunity Marketing created a marketing strategy for the charity which involved a complete rebrand and a wider income focus on corporate and individual supporters and donators.

“Opportunity Marketing is a highly creative and inventive marketing company that has produced ideas and a strategy to promote and raise the profile of the business in the most effective manner. We have always found them to be friendly and efficient, whilst giving absolute priority to the best interests of the business.”

Verlie McCann
Leeds Children’s Charity

PRESTIGE COURT

 

RESULT: 70% OCCUPANCY WITHIN 6 MONTHS AND 100% OCCUPANCY WITHIN 12 MONTHS.

 

Scenario

Prestige Court were a newly refurbished office provider on the outskirts of Leeds.  They had failed to fill a single office in 8 months of trading and the financial drain of the empty building on the landlord was reaching a critical stage.

Solution

Opportunity Marketing researched and analysed the marketplace and developed and implemented a marketing strategy to attract and convert a high number of clients to the offices.

“Opportunity Marketing helped us to identify our target market and clearly define our proposition.  I am pleased to say they delivered the results within the promised timescales.”

Pat Gilligan
Prestige Court

STAY SOURCED

 

RESULT: 45% SALES GROWTH OVER THE LAST 3 YEARS.

 

Scenario

Stay Sourced had been trading for three years within very difficult market conditions where many companies had been going out of business.  Stay Sourced were growing at a slow rate (6%) and were relying purely on referrals for new clients.  They needed to be proactive in order to achieve their ambitious growth plans.

Solution

Opportunity Marketing created a marketing plan, which clearly defined how Stay Sourced should be uniquely positioned in the marketplace and how to create a pipeline of new clients in addition to the organic growth it was achieving.

“We are delighted with the results Opportunity Marketing are achieving and, put simply, over the last 3 years, they have become our marketing department.”

Ben Rosenberg
Stay Sourced

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