Don't keep it a secret

Are you planning to expand your business or even start a new business venture in the New Year?

Either way you will find yourself very busy and no doubt feel that there aren’t enough hours in the day. So in one way we hate to burden you with more work but really we have to - what have you done so far to communicate your development? Many businesses neglect to do this this, leave it to the last minute or start the business and then wonder why nobody knows about it. So we would advise that the sooner you start communicating the better.

Meiklebob Holidays currently have three self-catering properties on their farm just outside Dalbeattie in Dumfries and Galloway. They are currently renovating more farm buildings and will have 7 more properties up and running by Easter 2013. Meiklebob Holidays approached Bright Light Marketing earlier this year as they wanted to be pro active about communicating this exciting new venture. Although the new properties will not be up and running for a couple of months a lot has been achieved as the marketing communication plan has worked in tandem with the build.

Bright Light Marketing started the process by holding a marketing workshop with owners Christine and Alex where we discussed where the business was just now and where the business wanted to be in the future with the new additional properties. This included looking at current and potential customers for the business. From this a Marketing Plan was produced with an action plan to market Meiklebob’s current properties as well as raising awareness of the new builds in the lead up to the launch date. Bright Light Marketing has also worked with Meiklebob Holidays on creating a new brand identity for the business which will be launched shortly with key messages about the business and reasons why you should visit. We are currently working with Meiklebob Holidays on developing a new website which will be launched in the New Year.

All of these foundations are essential for any business but particularly for a new product or business. You need a realistic Marketing Plan which sets out who you want business from, why they should use you, how you are going to let them know about you, what you are going to say and very importantly the budget that you are going to allocate. You need a brand identity that is attractive and sells your business and you need an engaging website that will bring you business and in this case can take pre bookings.

But you also need to pro actively communicate. During 2012 Meiklebob Holidays has produced printed material that is available in the current properties which lets customers know about the new builds that they can also send to family and friends thus spreading the word further. Meiklebob has been sending out regular enewsletters to their current database selling the existing properties by promoting what there is to do on the farm and in the surrounding area but also keeping their existing customers up to date with the new builds. Finally Meiklebob has been using Social Media updating current customers on Facebook and raising awareness about their business on Twitter. This has brought in new business to the current properties but also has laid a strong foundation for the new developments.

It’s never too early to communicate as this case study shows. Bright Light Marketing would like to wish Christine and Alex all the best in their new venture and look forward to working with them in 2013 as the new development opens.

If you would like to speak to Bright Light Marketing about your business expansion or new business ideas we would be happy to have an informal meeting with you.

Please contact Fiona Drane – fiona.drane@brightlightmarketing.co.uk or phone 01750 505052.
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