Observations on marketing on the other side of the pond

We’ve just returned from a highly enjoyable trip to Texas, chiefly taking in Houston and Dallas.

We saw a tiny fraction of an immense country, but being a marketing person, one thing that consistently struck me was the focus on consumerism. Literally, every few yards there would be another ‘strip-mall’, what we’d call a shopping parade, but twice the size; while every mile or so there would be a large mall, easily of the scale and scope of Reading’s Oracle or even bigger.

With so many retail outlets, the degree of specialisation was notable: one chain sold mattresses, rather than whole bed sets; a small local music shop stocked only violins; while my husband was delighted to find, with no problem whatsoever, a shop that could sell him running shoes tailored to his gait.

And everything – but everything – can be advertised, on roadside billboards or on TV: churches, dentists, doctors, hospitals, legal services. There seem to be no restrictions.

Economic commentators such as Irwin M. Stelzer say that the US upturn will ride on the backs of consumers. Certainly, over the Thanksgiving week, we saw many doing their bit for America.

But here’s the thing...

Here in the UK, it’s a no-no to major on price – it cuts margins and your competitors can easily undercut you, even if only just long enough to see you out of business.

Stateside, prices are always included: either explicitly – “Help us celebrate 91 years in business with our 91 cents burger”, or indirectly – “Winning your [legal] case needn’t cost you your home.”

Why is this? Is it because Americans take factors such as service and quality for granted? We certainly became quickly accustomed to assistants telling us to have ‘a wonderful, wonderful day’ as if they meant it.

Or is it because with a highly mobile, dynamic population and no time to build customer loyalty, suppliers must focus on the lowest common denominator of price?

Or is it simply an effect of the recession? As the downturn affected the US first – had its roots there, in fact – will we see this price-focused trend in marketing hitting Britain in 2010?

Who can predict? One thing is sure; to misquote Wilde: “The English and the Americans have everything in common but their marketing.”

Exploring below below-the-line communications

I've recently been undertaking a communications audit for a major software company on the day-to-day emails they send out to prospects.

The good news was that the new business team are very on the ball when it comes to responding to online registrations and queries. However, different members of the team were writing and sending their own emails and there was inconsistency in the quality and messaging.

How could we maximise on the effort invested in the website and other communications in raising awareness and interest? How could we transform the enquirer’s first contact with a named person and fully exploit the opportunity to present the business as friendly, professional and focused on their needs?

Streamlined communications

Working with the lead marketing manager, I conducted an audit of current communications – turned out there were something like 26 emails being sent out – to see how we could streamline and simplify them. We reduced the number to just three, giving the team a mix-and-match set of options that they could easily tailor to the particular audience and situation to cover most scenarios.

The emails set the scene for a follow-up phone call and provided a small number of carefully chosen links for ‘in the meantime’ reading.

We also created a tailored service, whereby they could quickly have a customised email written for them if a unique situation arose.

Result!

The result is that the customer receives a prompt, well written response to their initial enquiry, while the new business team are now free from crafting emails to focus on the follow-up calls which genuinely need their skills and experience.

Commissioning a new kitchen or a marketing communications project...they’re not so very different

So the literal dust is finally beginning to settle on our new kitchen, the installation team have loaded up their van and all we need now is the time to unpack the boxes of china and utensils which have been scattered throughout the house and return everything to normal – only better.

Why am I sharing this entirely domestic and personal piece of news? Because it struck me that the same principles apply to installing a new kitchen as apply to clients commissioning me to carry out marketing communications projects.

Choosing a supplier
Initially, we tried one of the biggest names in kitchens (no names, no pack drill!). We found the showroom impressive and the salesman very positive. Unfortunately, when the designer turned up, he had a gloomy, ‘who sold you this then’ attitude. Most uninspiring. Could we trust him to handle a major investment in our home?

So back to the drawing-board, and we did what we should have done in the first place, ask around. One name kept coming up: a smaller company who could offer us personalised service.

Note: 100% of my business comes from word-of-mouth recommendation. I never have to advertise. I’d like to think that speaks volumes for the service I provide. Clients regularly comment on how helpful it is to be able to hand over their projects to a safe pair of hands, leaving them to concentrate on the job in hand. They often say, “I feel calmer already.” They know they can turst me to handle their end customers sensitively and courteously.

Sometimes they’ve tried large, expensive agencies first and been badly stung – and even treated with arrogance by the London agencies.

Achieving quality results
We knew that the layout and content of our new kitchen would be dictated by the space available and our budget, but within those limits we wanted a bit of flair and innovation. We didn’t know what was on the market and hadn’t time to research it.

Whereas our initial supplier only came up with ideas if pushed, Bob became positively creative. He has a keen aesthetic sense of what will work and, while we didn’t accept all his ideas, but it was great to have a fresh eye on our rather tired kitchen.

Note: as I’ve said before, I’m a firm believer in ‘we don’t see the water we swim in’. Working with clients, I find that they often take for granted the things they do well. I can suggest new ways to bring their strengths to the fore and capitalise on them. I’ve recently encouraged one technology company to focus more on the business benefits of their software, rather than its technical heritage. This is already paying dividends in resonating with the target audience.

Managing the project
Another thing we liked about our chose company is that Bob owns and runs the business, so he takes an active interest in the quality of work his installation team perform and can nip any problems in the bud. He’s been a guiding force throughout the project to keep it on track.

Note: I’ve been on your side of the desk. I know that while you don’t want to be bothered every five minutes, it’s good to have a regular update on how things are going, even when all is well. I also know that the last thing you want is a nasty surprise when I send in my invoice; so if we start to have ‘mission creep’, I’ll discuss any budget impact with you sooner rather than later.

So, in short, domestic and commercial projects are not so very different. Both demand:

• A supplier you can trust, who’s happy to work within your givens of budget and timescales
• Creativity in line with the objectives and audience
• Good project management throughout

We benefited from all this and I hope you agree that M squared clients do, too!

Make Email Work Harder for Your Business

Originally written for an audience of small business owners and managers, this article contains useful tips for any business...

Email isn’t only about fast, easy communications. It can be a valuable image-maker, offering even the smallest business an easy, low-cost way to create a favourable, professional impression.

Correctly addressed

Nothing shouts ‘amateur’ more loudly than having a generic email address, such as ‘jenny267@yahoo.co.uk’.

Make it a priority to sign up for a business-strength internet service and choose one which lets you have your own domain name. You can then send emails from ‘jenny@wrentraining.co.uk’ or direct any sales queries to ‘info@wrentraining.co.uk.

Instantly, and without pulling the wool over anyone’s eyes, your one-(wo)man business is punching above its weight.

Registering your own domain and having a personalised email address can cost less than a pound a week. If you’re not technically inclined, it’s worth ensuring that your internet service provider has a responsive support desk. I have found Eclipse (www.eclipse.net.uk) very helpful in this respect.

Don’t miss an opportunity

With your professional address in place, you need to think next about your email stationery or signature – the sign-off that is automatically inserted at the bottom of every outgoing email, with your full name, job title/role and contact details.

Exploit email as a selling tool by adding a line underneath your contact details that sums up in a nutshell what you can offer. A simple statement such as ‘Affordable accounting services’ is all you need. You could even modify the message to target different markets.

Experiment with colours and typefaces in your stationery but keep it simple and easy to read. Use no more than two colours or typefaces.

You can also add a line with your professional credentials. However, no one wants to read your CV at the end of every message; an accepted maximum length for a signature is four to six lines.

Less is more

One recent survey found that we spend an average of 1½ to 2 hours a day on email. Here are a few pointers for organising email content to be kinder to your correspondent...

- Use a very legible typeface for the body text – Ariel 10 point is good. Stick to black text – not blue. It’s easier to read on screen and when printed.
- Don’t be overly creative: background colours, patterns and ‘watermarks’ are an unnecessary distraction.
- Use headings and bullets to break up the text and guide the reader (rather like this article!).

These are all simple techniques which can be easily incorporated into normal working practices, so that any business from sole trader upwards can look good, every time

So, I’m a Chartered Marketer – what does that mean for M squared clients?

I was delighted recently to hear I’d been awarded the prestigious Chartered Marketer status from the Chartered Institute of Marketing – and have the logo to prove it!

To achieve this, I had to collate evidence over two years proving that I’d invested in building my marketing expertise through study, attending events, reading, mentoring and imparting my knowledge etc etc.

From now on, it’s a continuous process whereby to retain Chartered Marketer status, I’ll need to spend the equivalent of a working week every year on keeping my skills fresh.

So... this means that clients can be sure that M squared’s marketing communications advice and copywriting services draw on solid experience in traditional marketing and an up-to-date knowledge of the evolving marketing landscape.

And just to reassure you, my services will still be available at the usual highly competitive rates!

Recharging your business batteries

I was energised today - as always - by the arrival in my inbox of the Success Network online newsletter, full of practical tips aimed at helping businesses and professionals to survive and thrive in tough times.

I was pleased to support this thriving not-for-profit networking organisation earlier this year in promoting its 4^th International Women’s Day event – ‘Marketing You plc’. The evening was a sell-out with around 80 participants from across the region gathering for an inspirational evening of workshops and presentations.

I do recommend taking a look at the website at: www.successnetwork.org.uk, and perhaps think about going to one of their events if you’re in the Thames Valley. After all, meeting people from other businesses in a spirit of co-operation and sharing ideas is a great way to recharge your batteries and build useful connections.

None of us sees the water we swim in...

...is one of my favourite sayings, because it’s true!

Clients often call me in because they’ve become too close to what they’re doing. I help them to ‘uncover’ the good things about their business that they take for granted.

Mary Fraser of Fraser HR recently asked me for help with creating the content for her new website. We started by sitting down over a coffee to discuss exactly what Mary wanted to achieve, so that we could create a website with genuine value, rather than a ‘me-too’ exercise. Like many clients, Mary didn’t fully realise what a great service she provides. To her, it’s simply the way things are done.

Mary’s really special value emerged in her combination of experience, flexibility and an ethical approach. HR issues – and fear of recrimination – can paralyse a small business. Mary takes on as much or as little of the HR hassle as her clients need, so that they are free to focus on their business.

You can see the end result at www.fraserhr.co.uk

Mary herself says...

When my website needed an update, after several attempts at writing the copy myself, the process stalled. I called in the assistance of Margaret from M squared Corporate Communications. Within a couple of meetings, my website copy had been sorted – not by magic, but by Margaret!

I am happy to recommend her efficient and professional service, especially to busy people in business.

Helping the Voice of God get heard

One of the things I love about running my own marketing communications consultancy is the variety of the projects I'm offered and the range of organisations that come to me for support. From one minute to the next, I can be talking to a leading technology company, a major utility or a small not-for-profit.

It certainly makes for an interesting professional life and means that I always bring a fresh perspective to clients' projects.

One fascinating smaller business I've worked with recently is voice-over artist Andy Rowe. He needed help to promote his services as the ‘Voice of God’. This is the behind-the scenes professional who makes the all-important announcements at dinners, awards and conferences for businesses, charities and professional bodies.

Andy has had an interesting career, including time as a rock guitarist. He also runs a full service live event production company. Find out more about Andy at: www.voice-over.org.uk

Keep your eye on the digital landscape

Web technology has brought unprecedented opportunity to reach out to new markets cost-effectively. But in a ‘noisy’ world, how do you ensure you get seen and heard?

Oculus Design & Communications Limited (www.oculus.co.uk), a leading Thames Valley marketing and brand communications agency, recently asked me to research and write a white paper for them, setting out some of the opportunities and pitfalls of web-based communications.

How successful has your organisation been in adopting digital tools originally created for the consumer market? OK, so you've taken on board Facebook, YouTube and Twitter, but do you Audioboo, or is that a technology too far? Does your viral marketing campaign create a buzz or will it fall flat?

Here are five top tips from the white paper:

1. Make web-based communications an integral part of your overall marketing strategy. Online campaigns and marketing should complement and extend your other activities, such as advertising, telemarketing, customer retention campaigns and public relations.
   
2. Careful end-to-end preparation is vital. Next steps, calls to action and follow-up activities should be planned in right from the start. Ensure your key people will be automatically alerted and able to provide an immediate response to customer enquiries.
   
3. Avoid a scattergun approach. Plan targeted campaigns and use the software available to measure which communications and messages hit the spot, so you can develop future campaigns that resonate with your audience. Remember, a short, snappy and easy-to-scan format will make for easier on-screen reading.
   
4. Capitalise on the power of the web to react with agility to changing circumstances. Your website will be the first port of call for customers and industry watchers to see how you counteract competitive activity or respond to negative press.
   
5. Don’t overlook the importance of internal communications. Your customers should never know more than your salespeople and business partners!

Email me at margaret@m2cc.co.uk for your copy of the full white paper, or you'll find it on the Portfolio page on my website (www.m2cc.co.uk).