I tend to give a lecture or short talk to business owners once a month, in addition to this in my consulting work I am frequently astonished at the lack of discipline that businesses have when it comes to developing and implementing ongoing marketing strategies.
Given that marketing [and the resultant sales] are the life and soul of every company I am continually baffled at how little time business owners pay to marketing. The title of this article is ‘small business marketing ideas’ but when talking to executives from corporates I see a tendency to continue doing what has been done in the past.
That, of course will guarantee past results ! So – what are some of ideas that business owners can start to think about in order to effect change in their organisations ? Without looking at the details of the business of the reader, I would like encourage taking a look at the field of …
… that it to say; stop and think about the various routes ‘Marketing Channels’ that you are currently using to …
a) Get your message out to prospective clients
b) Deliver your products and services to the end user
Take for example; some of the large supermarkets – here in the UK we have bit ‘T’, ‘S’ and ‘A’. They present their messages to us via the television, via the internet, newspapers, radio, billboards, flyers and the list can go on. In addition to this we can purchase the goods that they have on offer via the internet, via the TV or we can of course go into the store. We have described various Channels To Market that the supermarkets use to ultimately get us to purchase their goods.
Now, one of the lessons that we can learn from this is that there are / can be / should be various means / methods / techniques in use at any point in time as part of our ongoing marketing strategies. This is of course an ongoing process and something that will be developed / strategised and worked out during any business strategy consultation.
Marketing is a skill and discipline that many business owners who are experts at their particular business field often fail to appreciate – this is not something is done when it comes to Accounting and Finance and Manufacturing, the expert is normally called in to perform these functions. Marketing is the most important part of your business – do not leave it to chance, get expert help that can help you develop an ongoing coherent strategy from which to work from.
If you have any questions about this and would like to discuss personal consulting and coaching with me Stephen C Campbell, do not hesitate to get in touch ….
Companies all over the world deliver products and/or services to end user clients – these customers by definition are located at the end of a marketing [distribution] channel.
Whilst Small and Medium Enterprises and Large Corporates by definition will be using some form of distribution channel through which to deliver their products, services and messages – very often we see that they are all but doing more of the same. The recent intensive corporate training seminar that I wrote and ran for Marcus Evans Professional Training was focussed on Enhancing Channel Management Strategies to Maximise Sales Through Distributors. In essence companies face to major decision when it comes to dealing with their distribution channels :-
The Design of the Distribution Channel
The Management of the distribution Channel
… as we see that when new employees join an organisation they normally end up sitting with someone who knows how things operate within that company. They learn how things ‘have been done’ and are often judged and measured on how well they measure up to that which they have been taught. However when we look at some of the great business breakthroughs – take for example Dell migrating away from a …
Direct Only Distribution Channel
…. to that of one where customer can purchase their products via retail and even the television. We see that challenging the norm when it comes to dealing with distribution channels is the same as with everything else in life i.e…. Keep doing the same things and you will get the same results !!! As an Business Strategy Consultant I always aim to look if there is another way as well as looking at what is working and methods for improving on that. It is often said that one cannot change distribution channels easily or taking on new partners is fraught with danger as the existing partners will object, resist and damage the ongoing business relationship. It looks as though many companies are in fact modifying their distribution channel strategies as well as looking to manage exisiting partners and relationships more effectively. As you look to get more out of your business could it be that taking some time out to examine your current distribution channel makeup and management should be the very thing to concentrate on ?? Get in touch if you’d like some outside perspective to help you on your way in your business endeavours. Best, Stephen C Campbell [distribution channel management trainer]
We are living in an age where the internet is tied into all that we do, this is especially true when it comes to the development of a …..
….. company’s business strategy. All corporations and small businesses know that they need to have a website and that leads to the topic of this post. No matter how great the graphics may be or how well designed any website may be, it is of little use if the people who the information contained therein never ever come across the site. This is where the ever moving and rather complicated matter of how to get website visitors come into play so that when searching for specific subject matters users come across the website to meet their needs.
Many are confused over this matter and that is one of the reasons behind the launching of InternetAdvertisingTechniques.com [click the hyperlink above]. The amazing recently developed technology will enable anyone to drive targetted traffic to their website. If you are reading this and you have a blog, social networking page, small business website or an information product – you are strongly advised to go to InternetAdvertisingTechniques.com to see how you can start to generate website traffic today.
Best of all – you can get the information you require – FOR FREE.
I consulted with a company operating largely in the Construction, Project Management industry …
… here in the UK; we worked over the phone after I review their Business Marketing Strategies in line with their website and overall internet presence [having a website does not mean that one has any presence on the internet !!]. I include a brief transcription of some of the feedback I received from one of the key decision makers.
Many thanks for the time you gave [our company] to review our existing web site and business. You very quickly appreciated our business needs and challenges without a lot of input and this maximised the time allotted to the tasks.
Your suggestions for improvements hit the right spots and has generated some new vigor around our marketing strategy.
The idea of being global in our offering was especially refreshing and could really have an impact. Thank you and we look forward to working with you again.
During the Business Startup show at Olympia, London arranged by the Prysm group; I acted as a resident Business Strategy Consultant for …
… a wide range of business owners that attended and opted to take advantage of the strategy consultation sessions. Here is a summary of feedback given by Hassan of PeopleMatrix whose business is focussed on ‘Activating Mind and growing People and Businesses.
I used the strategy framework that I’ve developed based on business conducted throughout Europe, the Far East and the United states and incorporated this with the business books that I read [typically one a week]. It was good to get such feedback from Hassan stating that my input was ‘the best’ out of all of the other consultants providing assistance at the show.
I hope that my Business Advice & Enthusiasm will be found to be Extremely Useful by you and that that will lead to a source of Inspiration. I work with clients anywhere in the world by the effective use of technology so; please do feel free to get in touch should you feel you will benefit from taking advantage of consulting with Stephen C Campbell.
Always remember that Marketing and resultant sales are the heart and soul of your business, if you are an expert at your specific discipline may it be Furniture, Finance, Beauty, Food, Flooring, Automobiles – do try to appreciate how your business can benefit from making use of expert Marketing and Sales input.
I was priveleged to act as a resident Business Consultant at the latest BStartup show at Olympia which took place …
… on Thurs 26th anf Fri 27th November 2009.
I conducted Business Strategy Consultations for many businesses, however in particular we worked with www.InMarketingConsultancy.com who was ably represented by Rosamaria Reig.
The company works to assist Spanish based companies to conduct business in the UK and also those UK based organisations who need marketing expertise to be able to operate and sell in the Spanish market.
We are living in a world that is becoming [has become] increasingly connected, companies are looking to sell their products and services all over the world in order to generate the maximum amount of revenues possible. Diversity is now a Business Imperative where corporations need to be harnessing the full skills and competencies that are to be found in all employees.
The forward thinking companies found throughout the world make sure that the relevant structure and processes are in place throughout the organisation to ensure that employees that find themselves in the minority dimensions of diversity such as …
… and others; get the chance to use their skills for the benefit of the corporationat large. Whilst working for Hewlett Packard in my Marketing Management role, I was asked to get involved with the Diversity Program and ended up being involved with shaping the European as well as the U.S. Diversity Strategy for Hewlett Packard. This included making preparation for the very 1st Diversity Conference for Black and Minority Ethnics – my contribution was recognised globally and above you can see notice of the commendation and stock options that I received from the then MD of Hewlett Packard Europe.
As a Business Strategy consultant – I often get asked to comment and input on various aspects of the operation of the business which at times involves helping to shape the diversity component of the complete business strategy.
If you happen to be reading this as a Human Resources Representative, Manager or Business Owner in need of input in the specific area of Diversity Strategy – feel free to get in touch to see how we could possibly work together.
In my role as a broadcaster, the radio station provides a Business Consultation package which consists of an interview
with local business owners in addition to a private Strategy Consultation with myself.
With that said, here is an example on the type of [Advertorial] interview that you can expect from myself. Here I am interviewing Andrew Sparks MBA, who is seasoned Sales Professional expert in developing and executing Sales Processes. Andrew has developed sales teams skilled in selling high ticket items [thousands of pounds] Here is some of what we cover at the outset :-
Different types of Sales People
The Science Of Sales
Importance of following a Sales Process
Andrew Sparks then goes on to outline the fact that Sales is about ‘two way communication’. He makes the point that sales conveys a specific message to the end use client via specific Marketing Channels. One imortant point raised is :-
Client needs confidence, permission and option to let the company know what they think
Sales is about a transcation so that the customer willingly pays money for the product and/or service as during the sales process; the Sales Professional will have expertly conveyed the key Features and Benefits of the product to the end user. We cover quite a few points during the interview – some of the others are :-
Length of time of the Sales Process
Value Proposition of the Product/Service
Take a listen and as always, should you have any comments [if you wish to contact Andrew maybe ??] feel free to get in touch.
… and Business MarketingStrategy development – we covered development of appropriate Marketing Channels, Segmentaiton of the Market from both a Demographic and Psychographics perspective as well as working on which Category of the Marketing Lisa’s business would be operating in.
Some months after working on the business, I coached Lisa form a Self Development perspective as often, this is the part that is underdeveloped in many of us.
The topics of Business, Sales, Marketing and the Internet and their relation to each other is perhaps one of the most relevant topics of conversation that need to be take seriously by all business owners.
It must be stated time and time again that it is the Sales and Marketing that is the heart and soul of any business – not the products and services that are on offer !
The last point made above is a tough one to take in for many business leaders that fall in love with what they have to offer to the public at large – [ i.e. their product or service]. When this happens, we see that the focus on presenting the message/brand to the marketplace that was originially targetted fall away from an external to internal direction of attention.
The process of marketing is used to effectively target just ‘who the products and services are for and then this is where the sales process takes over in order to effect the sale. As for the internet – it is a wonderful tool and the subject that I am being asked to speak about the most. In short – we have to use the internet as a supplementary tool to act in conjunction with the ‘standard offline strategies and processes that have been developed.
The internet for sure is a wonderful Sales and Marketing tool but first, any company needs to have well defined messages for which they will be making use of the internet in order to convey that message.