Product
Your product needs to be the best it can be in the market that you are in and for the type of customer that you are wanting to attract. So if you are a three star hotel be the best three star hotel where you are. If you are a professional service let your clients know that you are the experts in this area. Entering awards is a good way of showing the quality of your product offering and works well for all sectors from a butchers winning a top prize for sausages to a tourism business highlighting to their customers what is being said about them on customer feedback sites such as Trip Advisor.
Price
Look at price carefully. It is a good idea always to be aware what your competitors are doing both locally but also similar companies that you admire across the UK and see what they are charging and how they package their product. Bright Light Marketing would not advocate cutting prices drastically as once you do that your customers will not want to go back to a higher price and you can find yourself in a price war. Instead be aware of your competitors pricing and then look at your finances to see where you need to be in the market to be competitive but to also make a profit. Offering added value can give you competitive advantage here such as a retailer offering to deliver locally or giving loyal customers an unexpected free cup of coffee can make the difference.
Promotion
You want people to notice you and know that you are there. Because if they don’t know then why should they come into your business or use your business? A brand or logo that stands out is essential in today’s crowded marketplace. This needs to suit your marketplace and also stand out not just on your letterhead but in all other promotional tools from your website to the signage at your place of business. Yes you can do this yourself but how is that going to compete with a professional brand that will make you stand out and last the test of time? Investing in a graphic designer is an essential outlay and can make the difference from people wondering what your company is to understanding what you are all about the first time they see you.
Communicate
Too often in all walks of life you hear people say that they haven’t heard from someone for ages and blame the other person. When in reality all relationships are a two way thing and equally you need to communicate with friends and family to keep that relationship going just as much as they need to do the same. Running a business is no different or is it? Well to be honest if you are running a business the onus is on you to keep communicating with your existing customers and getting the message out to potential customers. Why should a customer continue to spend money with your business if you don’t give them a reason to? Make sure that you have all communication angles covered. Press and PR is a great way of creating initial awareness of a company. Make sure that you are aware who the key journalists are at your local paper and send out regular press releases with a photo of say a special event that you have held or letting them know that you have won an award or have extended your product range. If you can also send a good quality image so much the better. Social Media is also a cost effective but targeted way of speaking to your existing customers or raising awareness to new customers and can target the type of customers that you wish to attract in the geographical areas that you are interested in. All it takes is some set up time and then keeping your social media pages up to date. Make sure that you have an attractive website and that you keep it updated with useful information and news so that people will want to return to the site. There is nothing worse than a website that is out of date and this means people will not return. Keep in touch with your customers and use e-newsletters and direct mail and in face to face communication a thank you can go along way to making people feel valued. All business sectors have their own communities and networks such as the Chamber of Commerce, make sure you are part of yours so that your network also sells your product.
Customers
Last point but by far the most important. At the end of the day business is all about the customer. All businesses either succeed or fail on this point. Be customer focused. Know what type of customer that you want to attract and make sure that your product suits that customer. Make sure that your staff know that customer service is key to the business and work hard at this aspect. The receptionist or the shop assistant is the first face of your company and how they deal with the customer the first time they answer the phone or step through the door can mean you have a loyal customer or someone who will be at best indifferent to you or worst case scenario not return. Marketing can get customers through the door but it is great customer service which will have them returning and telling others about you.
Setting out on another year particularly in the current trading conditions can be daunting and it is tempting to think that the best thing to do is hibernate till spring comes around. But if you don’t communicate with your customers how are they going to know what a great product you have? And if you don’t communicate with them someone else will and your business will lose out. Stick to the marketing basics and make sure that in 2011 your business gets noticed!
Bright Light Marketing would like to wish you a very successful 2011 and are happy to discuss any marketing requirements that you may have from setting you on your social media journey, assisting you with your customer communications such as e-newsletters and giving you ideas on how you can get your business noticed.
Contact us on 01750 505051 or info@brightlightmarketing.co.uk to find out how we can help get you noticed and grow your business.
www.brightlightmarketing.co.uk