Bright Light Marketing

Bright Light Marketing News - September 2009

As someone who is interested in what Bright Light Marketing gets up to we thought that we’d send you our latest Bright Newsletter. We want our newsletters to be as useful and informative as possible and this edition features real client case studies on 'How to achieve press and pr coverage' as well as 'How successful marketing and customer care must always go hand in hand' and showcases just how easy it is to 'communicate with your customers'.

We hope these case studies whet your appetite and show you how we have achieved success for our clients in the real world – if you want to find out more then just give us a call and we’d be happy to have a chat with you.

For more examples of how we have got other companies noticed visit our website www.brightlightmarketing.co.uk.

Kind regards

Fiona, Fiona and Janice

Marketing and Customer Care go hand in hand

No matter how sophisticated your marketing techniques are or how much exposure you achieve this all stands for nothing if you do not deliver on customer service. It is vital that marketing and customer care go hand in hand and only then will a company realise its full potential.

A good example of how this has worked successfully is the Tontine Hotel in Peebles. This historic hotel in the Scottish Borders has been under current ownership of husband and wife team Kate and Gordon Innes since February 2001.

For the past two years The Tontine has been working with Bright Light Marketing and have been marketing the hotel as “Everything an Active Break should be” in order to benefit from the Tweed Valley’s increased popularity as an area to visit for activities such as cycling, golfing, fishing and mountain biking. In order to make this brand a reality and not just a statement the Tontine also has a Customer Care Strategy which compliments the Marketing Strategy and ensures that new customers become loyal repeat customers.

Alongside the new Marketing Strategy the hotel has been working on customer care and went through Hospitality Assured assessment to ensure that the service mirrored the marketing messages. One of the key reasons for success is that the whole team is working towards the same goals.

Tontine Hotel Staff Celebrate Hospitality Assured Award

Since the strategy was implemented the economy has being going through recession and it would have been easy to cut back on both marketing and training expenditure. The Tontine has done the opposite and firmly believes that in tough times it is even more crucial that businesses invest in their team and marketing. This has shown dividends with very impressive 2009 results which certainly buck the trend.

The Tontine owners have learnt that customer feedback is essential for the ongoing improvement programme of the Hotel and attribute much of their financial success to the fact they focus on customers first and foremost. Every improvement they have made has received positive customer feedback.
www.tontinehotel.com

You Never Write, You Never Phone .... !

It may seem obvious but it is surprising how few businesses regularly communicate with their best customers. Your existing customers are the most valuable source of business both through repeat bookings and referrals. On average it costs 5 times more to attract a new customer than it does to keep an existing one.

We all know we should be doing this but actually getting round to it with everything else there is to do is not always that easy.

We have the solution and it does work.

Bright Light Marketing has recently started working with BriefYourMarket.com, a powerful e-marketing tool, which lets you communicate with all your customers on a truly personal level.

Simply BriefYourMarket.com gives you the power to send ‘Intelligent Newsletters’ which are tailored to the specific interests of each individual customers - helping you build stronger relationships with your audience.

This is not a standard bulk e-mailing tool, BriefYourMarket.com (BYM) sends out individual targeted emails to each customer, enabling higher response rates and more intelligent reporting. Some of the advantages/differentials of BYM over bulk e-mailing are;

Presentation and format - Professional and consistent communications that are easy to use with no software to install and no hardware required.

Higher response rates - Clients who use BYM achieve an average response rate of over 30%, compared to just 4% for standard bulk mailers. In some cases BYM achieves response rates of up to 50%.

Reporting - BYM will show you which specific articles a recipient has accessed, visit rates, and which additional articles on your website they have also viewed, shaping future marketing activity.

Team Creation - With BYM, you can invite anyone in your organisation to contribute articles ready for your approval, making the most of the skills and knowledge base of your organisation.

Website Traffic - BYM newsletter articles are published in full on your website – this feature alone can easily double your web traffic and improve your listing on search engines like Google.

Potential Revenue Streams - You can also use BYM to inform your clients about services available from other companies and organisations. This gives you the opportunity to sell marketing space to third party companies, for allowing them to showcase their products and services on your newsletter.

Social Networking - BYM can be used alongside networking sites like Facebook – allowing you to tap into the power of social networks.

Multi-branding - BYM allows you to style your communications according to which brand your client normally interacts with. This is very useful if you run a business that has multiple brands or divisions.

Bright Light Marketing are delighted to find a product like BriefYourMarket and see huge benefits for businesses in driving more customers to businesses websites, reducing businesses costs through targeted and intelligent communications. If you would like to find out more please contact Fiona MacKinnon t 01750 505052 e fiona.mackinnon@brightlightmarketing.co.uk .

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