This topic was brought up recently on watchdog; but while doing some research into travel websites today I felt it best to flag up again.
Travelsupermarket.com was advertising a trip to Egypt all inclusive for £287 for 7 nights.
Sounds great, not bad value at all to travel thousands of miles for sun, sand and sea.
However on going a bit deeper into the site, the cost is not actually £287 (which is only really there to entice you in); but jumps up to around £700! Which is quite a bit more
This is then factoring in, airport transfers, insurance and luggage costs. These come to around £50 as an extra, however the site does not explain how the price jumped up from £287 up to £700?
Travel and holidays is something that many people now see as the norm; something that we all do and you just have to hunt around for the best deal. However on the above example, the way that the marketing of such holidays is carried out seems confusing and frustrating.
You look in the shop window of a travel agent, and generally the price you see advertised is the price that you pay.
However with price comparison sites, this does not appear to be the case. the price you first see (as the above example from today shows) will change in just one click of a button.
Advice - keep hunting!
Monday, 27 June 2011
Monday, 20 June 2011
Retail Marketing - Sales Down
The UK economy is still in a slump as retail sales are down; so what is the answer?
The government believe that by changing Vat prices (again) this will kick start the economy.
However the problem goes much deeper than just the retail sector and high street shops; looking at the wider market sectors are facing very real problems.
As manufacturing has gone offshore, construction has slowed and car sales have gone down many sectors are wondering how to tackle a future that looks uncertain.
If any town is like Basingstoke; they will see that many high street shops are closing (due to high rent prices) and many are offering reduced prices on goods. Fathers day sales, summer sales, anything just to shift stock and get people spending.
The problem then comes around again, people spending money that they do not have raises the average families debt and the ones that actually benefit from the cycle are the credit card companies (or banks).
Shops are aggressive in their marketing, competing with each other to stand out with bold signs, loud music, comfy chairs and attractive sales staff (in some cases) to try and get custom. However will this solve the problem?
The chances of there being yet another Vat change is highly likely, but the chances that we will see retail sales increase and restored to their former glory is unlikely.
Future posts on retail sales will tell the story - wait and see.
The government believe that by changing Vat prices (again) this will kick start the economy.
However the problem goes much deeper than just the retail sector and high street shops; looking at the wider market sectors are facing very real problems.
As manufacturing has gone offshore, construction has slowed and car sales have gone down many sectors are wondering how to tackle a future that looks uncertain.
If any town is like Basingstoke; they will see that many high street shops are closing (due to high rent prices) and many are offering reduced prices on goods. Fathers day sales, summer sales, anything just to shift stock and get people spending.
The problem then comes around again, people spending money that they do not have raises the average families debt and the ones that actually benefit from the cycle are the credit card companies (or banks).
Shops are aggressive in their marketing, competing with each other to stand out with bold signs, loud music, comfy chairs and attractive sales staff (in some cases) to try and get custom. However will this solve the problem?
The chances of there being yet another Vat change is highly likely, but the chances that we will see retail sales increase and restored to their former glory is unlikely.
Future posts on retail sales will tell the story - wait and see.
Nike - Sports Marketing
I bought a paid of Nike sports shorts at the weekend and noticed that they were made in Bangladesh; and wondered about the brand. I have always thought that Nike were a US company and just assumed that everything about them was American. They they are based in the US (although they have offices around the world), they manufacture in the US, they bank in the US and were US.
This could be a conception due to the way the marketing is done and how they position themselves globally.
Here are a few facts about Nike:
The way the marketing has been positioned, is that Nike is a US company (with their head offices in the US) that serves all ages from children and collages to middle aged people and the old aged. Nike is truly a brand that caters for all ages and serves all demographics.
This could be a conception due to the way the marketing is done and how they position themselves globally.
Here are a few facts about Nike:
- Nike were started in 1964 and are based in Washington County, Oregon, United States. They have 46 offices dotted around the world and employ over 34,000 staff.
- Their manufacture in Indonesia, China, Taiwan, India, Thailand, Bangladesh and Madagascar.
- Nike use offshore banking to reduce their tax bill as opposed to banking within the US.
The way the marketing has been positioned, is that Nike is a US company (with their head offices in the US) that serves all ages from children and collages to middle aged people and the old aged. Nike is truly a brand that caters for all ages and serves all demographics.
Thursday, 16 June 2011
7 Tips On Choosing A Website Designer
There are thousands of website designers in the UK; how do you choose the right one?
Before you start thinking about this particular hurdle, you need to think about a few other things first.
1/ What Do You Need?
There is a difference between what you want and what you need. You may see a website that you like the look of (amazon for example) and think 'I want one' - however without spending hundreds of thousands of pounds, you need to be realistic.
Decide on the kind of 'features' that you want (the basic pages, some graphics, a web tutorial etc.)
If you have limited funds, then consider the basics - you can always build on them.
2/ Consider Your Budget
Websites can range in cost from a couple of hundred pounds up to millions; so you need to have a good idea of what kind of site you are looking for. Considering that a designer may charge £40 per hour to work, if you have a budget of £1000 this is about a week for the designer to plan, prototype and get your site set up.
There are cheap websites and websites that can be designed for free - deciding what you want is important before talking to a designer.
3/ What Do You Want
There are lots of different sorts of styles of websites, so do a little research. See what you like the look of and make a note of them. This will help the website designer to put together a site that is going to be in line with your expectations.
4/ Know Your Competition
If you know who your competitors are, you can see what sort of websites they have, what works and what does not. Again, this will help the designer in putting together a website for you that looks right, but also stands out in the crowd.
5/ Know Your Audience
If you are targeting young people, having an interactive slant is good, as is the modern fee. If you are targeting older people, making the site clean and no frills is a good move (maybe with a feature to change the text size). Know your audience - and plan the website for the kind of visitors you are targeting.
6/ What About SEO
SEO means search engine optimisation; what this means is how visible your website is on the internet. Once a website is designed and live, it can get lost in the millions of other sites. SEO brings it up in searches. So if you are a legal company in Bradford, then you would target legal phrases based around the place name of Bradford. This is done by an SEO expert as opposed to a designer.
7/ Compare Prices
Website designers all charge differently; there is no standard when it comes to website design. By comparing website design prices you can get a feel for different designers ideas and angles, and choose the best one (based on the design ideas, prices etc.).
Before you start thinking about this particular hurdle, you need to think about a few other things first.
1/ What Do You Need?
There is a difference between what you want and what you need. You may see a website that you like the look of (amazon for example) and think 'I want one' - however without spending hundreds of thousands of pounds, you need to be realistic.
Decide on the kind of 'features' that you want (the basic pages, some graphics, a web tutorial etc.)
If you have limited funds, then consider the basics - you can always build on them.
2/ Consider Your Budget
Websites can range in cost from a couple of hundred pounds up to millions; so you need to have a good idea of what kind of site you are looking for. Considering that a designer may charge £40 per hour to work, if you have a budget of £1000 this is about a week for the designer to plan, prototype and get your site set up.
There are cheap websites and websites that can be designed for free - deciding what you want is important before talking to a designer.
3/ What Do You Want
There are lots of different sorts of styles of websites, so do a little research. See what you like the look of and make a note of them. This will help the website designer to put together a site that is going to be in line with your expectations.
4/ Know Your Competition
If you know who your competitors are, you can see what sort of websites they have, what works and what does not. Again, this will help the designer in putting together a website for you that looks right, but also stands out in the crowd.
5/ Know Your Audience
If you are targeting young people, having an interactive slant is good, as is the modern fee. If you are targeting older people, making the site clean and no frills is a good move (maybe with a feature to change the text size). Know your audience - and plan the website for the kind of visitors you are targeting.
6/ What About SEO
SEO means search engine optimisation; what this means is how visible your website is on the internet. Once a website is designed and live, it can get lost in the millions of other sites. SEO brings it up in searches. So if you are a legal company in Bradford, then you would target legal phrases based around the place name of Bradford. This is done by an SEO expert as opposed to a designer.
7/ Compare Prices
Website designers all charge differently; there is no standard when it comes to website design. By comparing website design prices you can get a feel for different designers ideas and angles, and choose the best one (based on the design ideas, prices etc.).
Monday, 9 May 2011
Getting Marketing Right
When marketing goes wrong, it does not just go a little bit wrong, but a lot wrong - certainly if you are a large business or global leader.
Small companies, if they do not communicate their marketing message properly, only really loose out a little. Maybe they will experience a dip in sales equating to a few hundred or few thousand pounds - nothing life threatening but just irritating.
However if you are a large business, and your marketing/PR is angled wrong, then there are very serious problems. Customer confidence can go, you may loose your market share footing - or the brand could be shot down.
A recent article on the BBC website looks at some of the leading brands in the washing powder industry and how their marketing/PR is positioned.
Finding the right marketing agency is important really for any business of any size - however the higher you are up the ladder (in business terms) the further there is for you to fall should things go wrong.
Small companies, if they do not communicate their marketing message properly, only really loose out a little. Maybe they will experience a dip in sales equating to a few hundred or few thousand pounds - nothing life threatening but just irritating.
However if you are a large business, and your marketing/PR is angled wrong, then there are very serious problems. Customer confidence can go, you may loose your market share footing - or the brand could be shot down.
A recent article on the BBC website looks at some of the leading brands in the washing powder industry and how their marketing/PR is positioned.
Finding the right marketing agency is important really for any business of any size - however the higher you are up the ladder (in business terms) the further there is for you to fall should things go wrong.
Friday, 29 April 2011
Marketing The Monarchy
Today has been a fantastic day for England and the British people.
Kate looked stunning in her wedding dress and Prince William looked equally handsome in his military uniform.
The world was looking at the couple, at the Queen, at the British people celebrating with their Monarchy and sharing in undoubtedly the most important date for the British 2011 calendar.
Many countries look up to the British nation and today it was clear to see why; anyone who is British will feel the pride and love of the nation, of the Monarch and of the royal family. To see the union jacks flying, the people crowded expressing kindness and happyness and seeing the royal troops dressed so smartly sends a shiver down the spine and makes us all prowd to be part of the British empire.
As the BBC said, the tradition has been replayed for over 350 years and that makes the British stand out as unique.
The way the Monarch has been preserved and presented to the world is such a powerful marketing message to the world. All other nations look up to the British people for what we all shared in today.
Many would say that the times of having Kings and Queens has gone, that the Monarch is a drain on the countries resources and expensive. However considering the business that the Royal Wedding has brought to the nation, the many small companies that have had that much needed boost in business it certainly is welcome.
The best wishes to the happy couple; God save the Queen.
Kate looked stunning in her wedding dress and Prince William looked equally handsome in his military uniform.
The world was looking at the couple, at the Queen, at the British people celebrating with their Monarchy and sharing in undoubtedly the most important date for the British 2011 calendar.
Many countries look up to the British nation and today it was clear to see why; anyone who is British will feel the pride and love of the nation, of the Monarch and of the royal family. To see the union jacks flying, the people crowded expressing kindness and happyness and seeing the royal troops dressed so smartly sends a shiver down the spine and makes us all prowd to be part of the British empire.
As the BBC said, the tradition has been replayed for over 350 years and that makes the British stand out as unique.
The way the Monarch has been preserved and presented to the world is such a powerful marketing message to the world. All other nations look up to the British people for what we all shared in today.
Many would say that the times of having Kings and Queens has gone, that the Monarch is a drain on the countries resources and expensive. However considering the business that the Royal Wedding has brought to the nation, the many small companies that have had that much needed boost in business it certainly is welcome.
The best wishes to the happy couple; God save the Queen.
Wednesday, 27 April 2011
Royal Wedding
The royal wedding is getting closer and closer and it certainly going to be the most watched event ever.
The number of companies that are involved with the festivities is countless, from company's in central London right down to hog roast companies in Leeds everyone is jumping on the band wagon.
The UK is definitely split between royalists and parliamentarians. People that support the royal wedding and will watch it, and people that do not care at all and just see the event as an excuse for a holiday. Some people are going on pub crawls; some will be working in the garden and some just going on holiday to get away from the festivities. Even three and half centuries after the English civil war, the UK is still divided in its support of the monarchy.
Ever since the royal engagement was announced (or since William and Kate were dating) companies have been marketing around the couple and using the subject as a way of selling. Today there are thousands of companies selling plates, cups and all forms of memorabilia around the royal event.
Indeed the royal wedding will be immortalised by the media and something that millions around the world will be watching and supporting.
All the best to the happy couple, to the future King and Queen; God bless them both!
The number of companies that are involved with the festivities is countless, from company's in central London right down to hog roast companies in Leeds everyone is jumping on the band wagon.
The UK is definitely split between royalists and parliamentarians. People that support the royal wedding and will watch it, and people that do not care at all and just see the event as an excuse for a holiday. Some people are going on pub crawls; some will be working in the garden and some just going on holiday to get away from the festivities. Even three and half centuries after the English civil war, the UK is still divided in its support of the monarchy.
Ever since the royal engagement was announced (or since William and Kate were dating) companies have been marketing around the couple and using the subject as a way of selling. Today there are thousands of companies selling plates, cups and all forms of memorabilia around the royal event.
Indeed the royal wedding will be immortalised by the media and something that millions around the world will be watching and supporting.
All the best to the happy couple, to the future King and Queen; God bless them both!
Monday, 18 April 2011
London Marathon
Excellent marathon yesterday - well done to all the runners that took part.
The weather was fantastic however the downside of this was that there were many cases of heat exhaustion and runners collapsing.
One thing that did stand out, was the number and diversity of charities that stood out. Numerous as the runners there were so many charities from YMCA, McMillan, Naomi House and 100's of others.
All charities use marketing in order to promote themselves ranging from websites (which are consistently updated) promotional literature, banners (as there were at the London Marathon) and PR.
PR for charities is a big area of marketing as they need to generate exposure and awareness for their cause. Also, to make themselves heard above the other 200.000 charities in the UK
Giving money to charities is great, it gives you a feel good factor which all humans crave (as the bible says it is better to give than receive (Acts 20:35)).
The problem is that charities spend so much money on marketing, the thought of your donation going to a website designer or advertising agency does not sound right.
Also, the larger the charity (Oxfam for example) the higher their fixed costs (cars, office rental, staff costs, expenses, marketing, TV campaigns) therefore for every £1 donated a large promotion goes to the running costs of the charity machine.
What is the answer - well there is really no simple answer, charities need marketing, marketing costs money and that money comes from only one place - you, me and other generous donors.
The weather was fantastic however the downside of this was that there were many cases of heat exhaustion and runners collapsing.
One thing that did stand out, was the number and diversity of charities that stood out. Numerous as the runners there were so many charities from YMCA, McMillan, Naomi House and 100's of others.
All charities use marketing in order to promote themselves ranging from websites (which are consistently updated) promotional literature, banners (as there were at the London Marathon) and PR.
PR for charities is a big area of marketing as they need to generate exposure and awareness for their cause. Also, to make themselves heard above the other 200.000 charities in the UK
Giving money to charities is great, it gives you a feel good factor which all humans crave (as the bible says it is better to give than receive (Acts 20:35)).
The problem is that charities spend so much money on marketing, the thought of your donation going to a website designer or advertising agency does not sound right.
Also, the larger the charity (Oxfam for example) the higher their fixed costs (cars, office rental, staff costs, expenses, marketing, TV campaigns) therefore for every £1 donated a large promotion goes to the running costs of the charity machine.
What is the answer - well there is really no simple answer, charities need marketing, marketing costs money and that money comes from only one place - you, me and other generous donors.
Thursday, 7 April 2011
Petrol Prices
We have seen petrol prices reach a record high this year, with a liter of diesel costing £1.40.
I remember when it used to be 70p a liter - that is now double.
The costs are split (roughly) into the following:
Who are impacted by this - well, it is mainly companies such as bus companies, haulage companies, taxi companies as opposed to general road users (that are maybe only paying an extra £10 a month overall).
Oil companies are the ones that are benefiting in this process, making billions of pounds in profit; but is this playing it's part. Are oil companies using offshore accounts in order to reduce their tax bill (and thus saving millions of pounds of tax) and are the government comfortable with this?
Oil companies do a lot of marketing via sponsorships (Formula 1 for example) billboard and other forms of outdoor advertising. They mainly use the forms of marketing that would involve brand exposure (such as PR, social media advertising).
The amusing thing, is back in that 2000 when petrol prices reached £1,00 a liter, there were blockades and uproar. Now we are paying 40% more but there are no blockades and we all seem to be fine with it.
I remember when it used to be 70p a liter - that is now double.
The costs are split (roughly) into the following:
- Tax - 40%
- Petrol - 30%
- Vat - 20%
- Retailer/Deliverer - 10%
Who are impacted by this - well, it is mainly companies such as bus companies, haulage companies, taxi companies as opposed to general road users (that are maybe only paying an extra £10 a month overall).
Oil companies are the ones that are benefiting in this process, making billions of pounds in profit; but is this playing it's part. Are oil companies using offshore accounts in order to reduce their tax bill (and thus saving millions of pounds of tax) and are the government comfortable with this?
Oil companies do a lot of marketing via sponsorships (Formula 1 for example) billboard and other forms of outdoor advertising. They mainly use the forms of marketing that would involve brand exposure (such as PR, social media advertising).
The amusing thing, is back in that 2000 when petrol prices reached £1,00 a liter, there were blockades and uproar. Now we are paying 40% more but there are no blockades and we all seem to be fine with it.
Wednesday, 6 April 2011
Card Companies
Have you ever wondered why it is that there is such a buzz about occasions such as Mothers Day, Christmas, Valentines Day?
I remember my dad telling me years ago about these sort of holidays and the fact that they are an excuse for card companies to sell cards.
How much does a card cost?
OK, lets look at how much it costs to make. In bulk once printed and shipped to the shop you mush be talking less than 50p each. How much are they sold for, maybe £3.50.
That is a big mark up, and considering the millions that cards that shops do sell for seasons such as the religious festivals (Christmas, Easter) but the other made up ones (Mothers day, Fathers day, Valentines day, Halloween) they have the market cornered.
I am not a big fan of cards myself - however girls seem to love them!
But the whole of our society today seems to be worked around these sort of events, Christmas would work just fine without all the marketing of spending money. Many people go into debt around Christmas, just because of the pressure to give.
Giving is good (don't get me wrong) however it needs to be within reason.
The world does seem to have gone down a road whereby it is led by the marketing based around spending money and buying cards - not a good thing.
I remember my dad telling me years ago about these sort of holidays and the fact that they are an excuse for card companies to sell cards.
How much does a card cost?
OK, lets look at how much it costs to make. In bulk once printed and shipped to the shop you mush be talking less than 50p each. How much are they sold for, maybe £3.50.
That is a big mark up, and considering the millions that cards that shops do sell for seasons such as the religious festivals (Christmas, Easter) but the other made up ones (Mothers day, Fathers day, Valentines day, Halloween) they have the market cornered.
I am not a big fan of cards myself - however girls seem to love them!
But the whole of our society today seems to be worked around these sort of events, Christmas would work just fine without all the marketing of spending money. Many people go into debt around Christmas, just because of the pressure to give.
Giving is good (don't get me wrong) however it needs to be within reason.
The world does seem to have gone down a road whereby it is led by the marketing based around spending money and buying cards - not a good thing.
Tuesday, 5 April 2011
Using Promotional Gifts To Boost Business.
It has been said over and over again, if you give you will receive.
Although this needs to be read in context, giving out promotional gifts can really help in boosting your brand's viability.
You may not see a direct result on the sales, however promotional gifts are a great way to remind people who you are and what your company offers.
The normal use of promotional items is at events and exhibitions along with product launches; however you can do them as part of a mailing. There is nothing wrong with just sending a quick message to your clients/prospects asking how things are and if you can help with anything (with a nice gift included).
Chocolates
A great idea is sending promotional chocolate to people. It is inexpensive and has a high impact (as long as you have a branded packaging design around the chocolate.
One thing to avoid however is sending chocolates in the summer (as they may well melt en-route; which could have a negative effect.
To give you an idea, a box of around 3,000 promotional chocolates can cost around £100 - so factoring in the mailing, postage you could be looking at 3,000 of your prospects seeing your name and smiling for around £500. Do this as a regular mailing once a month, and you have quite a powerful way of reinforcing your brand.
Be Creative
Every company receives the normal promotional gifts through the post (post it's, pens etc.) from recruitment companies which normally get filled under 'B.I.N' - so try to be inventive in the gifts that are selected.
It is good to try and select a gift that has some relevance to your business/product - as this will carry more weight.
Send Gifts To Named Contacts
If you can, find out who the point of contact will be at the company you are going to be mailing; otherwise the chocolate/gift will be swallowed up by reception. Even if the prospect passes it to reception after it was received - the job has been done and they have seen your brand/company name.
If needs be, use a telemarketing company to do a quick call around of prospects to get some names to get names - which will increase the hit rate of your responses.
Although this needs to be read in context, giving out promotional gifts can really help in boosting your brand's viability.
You may not see a direct result on the sales, however promotional gifts are a great way to remind people who you are and what your company offers.
The normal use of promotional items is at events and exhibitions along with product launches; however you can do them as part of a mailing. There is nothing wrong with just sending a quick message to your clients/prospects asking how things are and if you can help with anything (with a nice gift included).
Chocolates
A great idea is sending promotional chocolate to people. It is inexpensive and has a high impact (as long as you have a branded packaging design around the chocolate.
One thing to avoid however is sending chocolates in the summer (as they may well melt en-route; which could have a negative effect.
To give you an idea, a box of around 3,000 promotional chocolates can cost around £100 - so factoring in the mailing, postage you could be looking at 3,000 of your prospects seeing your name and smiling for around £500. Do this as a regular mailing once a month, and you have quite a powerful way of reinforcing your brand.
Be Creative
Every company receives the normal promotional gifts through the post (post it's, pens etc.) from recruitment companies which normally get filled under 'B.I.N' - so try to be inventive in the gifts that are selected.
It is good to try and select a gift that has some relevance to your business/product - as this will carry more weight.
Send Gifts To Named Contacts
If you can, find out who the point of contact will be at the company you are going to be mailing; otherwise the chocolate/gift will be swallowed up by reception. Even if the prospect passes it to reception after it was received - the job has been done and they have seen your brand/company name.
If needs be, use a telemarketing company to do a quick call around of prospects to get some names to get names - which will increase the hit rate of your responses.
marketing companies: Digital Advertising Billboards
marketing companies: Digital Advertising Billboards: "We have all seen the normal billboard adverts in airports, by roads (on the side of someones house) and in the London Underground. However ..."
Monday, 4 April 2011
Digital Advertising Billboards
We have all seen the normal billboard adverts in airports, by roads (on the side of someones house) and in the London Underground.
However advertising has taken a step forward with digital advertising.
This can be used for outdoor advertising or indoor, the advantage being that they can fit in more adverts without changing them one by one.
I have noticed these starting to occur more and more in the London underground - as you are going up the escalators they occur every couple of meters and are also at the main stations such as Waterloo and Leicester Square.
Advantages?
Cost - They are cheap to update with new adverts in a rotation (as they are all done via computer rather than some poor chap changing each unit.
ROI - As the adverts rotate every 3 seconds or so, the advertising company can charge more per campaign as they have more advertisers during each day/advertising period rather than just one static advert banner.
Disadvantages?
Well there are not really all that many to be honest, apart from the setup cost and monitoring, but surely this is cheaper than getting posters printed and paying someone to update each unit whenever a marketing campaign changes.
These units are all very strategically placed, getting millions of views each day per unit even though the views will look and forget, it is about branding and brand exposure. A difficult thing to track branding and brand advertising is all about getting your name and brand 'out there' so that people come to recognise you
However advertising has taken a step forward with digital advertising.
This can be used for outdoor advertising or indoor, the advantage being that they can fit in more adverts without changing them one by one.
I have noticed these starting to occur more and more in the London underground - as you are going up the escalators they occur every couple of meters and are also at the main stations such as Waterloo and Leicester Square.
Advantages?
Cost - They are cheap to update with new adverts in a rotation (as they are all done via computer rather than some poor chap changing each unit.
ROI - As the adverts rotate every 3 seconds or so, the advertising company can charge more per campaign as they have more advertisers during each day/advertising period rather than just one static advert banner.
Disadvantages?
Well there are not really all that many to be honest, apart from the setup cost and monitoring, but surely this is cheaper than getting posters printed and paying someone to update each unit whenever a marketing campaign changes.
These units are all very strategically placed, getting millions of views each day per unit even though the views will look and forget, it is about branding and brand exposure. A difficult thing to track branding and brand advertising is all about getting your name and brand 'out there' so that people come to recognise you
Sunday, 3 April 2011
What Is Marketing About
Many people say that marketing is misleading.
This is sort of true, but needs to put into context. Most of us (in the UK) do not need 10 pairs of shoes, new clothes each week, upgrading our car every few years - but advertising does say otherwise. It has to, if the economy is going to come out of recession, the government needs people to spend spend spend.
Without this, businesses will not sell their products, tax will not be collected and the government will loose income.
Is Marketing Misleading?
Lets consider a few different examples that will use marketing to sell their product.
Supermarkets
Supermarkets always have offers on, 2 for 1, buy 1 get 1 free etc.. Often the prices are manipulated so that sometimes you are spending more but thinking you are getting a good deal.
Marketing is all about packaging; making something seem attractive and appealing.
British Armed Forces
The armed forces are doing a lot of advertising on TV to bring in new recruits.
The army do not advise that you are in a job role that will very likely require you to put your life on the line for king and country - and you may well get killed.
This is the nature of the role, a soldiers job is to follow orders and either kill or be killed.
However the army kind of miss this point, focusing on the chance to travel, to be part of a team, learn skills and to have a prosperous career.
Bank Loans
Banks love people that get into debt - as they will pay money in interest. They market loan deals that may require you to pay back twice the amount you borrow.
This of course has been in the spotlight in recent months - but the fact remains that banks need money to exist, and they way they get money is from lending money.
Junk Food
We all know that junk food is bad for us; however the way the marketing is done, a different picture is painted.
McDonald's had a recent advert that had a great scene of families laughing in their restaurants, eating salads and drinking juice. The main products of McDonald's are burgers - which we all know are low in nutrition and high in salt.
This is not clear in the advert or in their marketing, it is focusing on health and happiness painting a picture that we all will like.
Marketing is about giving a message, whether this is 100% true or 100% accurate sometimes questions do need to be asked (for any marketing message) by the consumers.
This is sort of true, but needs to put into context. Most of us (in the UK) do not need 10 pairs of shoes, new clothes each week, upgrading our car every few years - but advertising does say otherwise. It has to, if the economy is going to come out of recession, the government needs people to spend spend spend.
Without this, businesses will not sell their products, tax will not be collected and the government will loose income.
Is Marketing Misleading?
Lets consider a few different examples that will use marketing to sell their product.
Supermarkets
Supermarkets always have offers on, 2 for 1, buy 1 get 1 free etc.. Often the prices are manipulated so that sometimes you are spending more but thinking you are getting a good deal.
Marketing is all about packaging; making something seem attractive and appealing.
British Armed Forces
The armed forces are doing a lot of advertising on TV to bring in new recruits.
The army do not advise that you are in a job role that will very likely require you to put your life on the line for king and country - and you may well get killed.
This is the nature of the role, a soldiers job is to follow orders and either kill or be killed.
However the army kind of miss this point, focusing on the chance to travel, to be part of a team, learn skills and to have a prosperous career.
Bank Loans
Banks love people that get into debt - as they will pay money in interest. They market loan deals that may require you to pay back twice the amount you borrow.
This of course has been in the spotlight in recent months - but the fact remains that banks need money to exist, and they way they get money is from lending money.
Junk Food
We all know that junk food is bad for us; however the way the marketing is done, a different picture is painted.
McDonald's had a recent advert that had a great scene of families laughing in their restaurants, eating salads and drinking juice. The main products of McDonald's are burgers - which we all know are low in nutrition and high in salt.
This is not clear in the advert or in their marketing, it is focusing on health and happiness painting a picture that we all will like.
Marketing is about giving a message, whether this is 100% true or 100% accurate sometimes questions do need to be asked (for any marketing message) by the consumers.
Friday, 1 April 2011
Following Up Sales Leads
Marketing people tend to not be very good at following up sales leads - which is ironic as they should know how to do this (due to being involved in marketing).
The problem is, that marketing companies tend to deal with 'briefs' - which are outlines of projects that are definitely going ahead.
The thing is, not all 'sales leads' are certain projects; some are considering, some are comparing prices, others are still in the planning stage.
Sales leads tend to vary in status (from cold, warm, luke warm, hot etc.) so care does need to be given as to how leads are approached.
If a client is considering options (say for example they have used a designer for the last few years but are thinking about changing due to increased prices) and put feelers out - how would they feel if they got a chief designer phone them up and starting a pushy sale (with the attitude that they are going to place the work). Then how would the client feel if the designer then got grumpy and called them a time waster when they did not agree to a meeting the next day?
Some clients are busy, and expressly ask for contact via e-mail (due to being in the early stages of the sales process, or just busy) then 2 or 3 marketing companies call them up asking for a meeting or a detailed discussion 'to discuss their brief'.
This does happen, and many good sales leads are ruined from the wrong approach.
Getting your sales approach when following up leads is key, otherwise you can ruin perfectly good leads for yourself and anyone else following them up by irritating a potentially interested client.
For help and advice on follow up sales leads, telemarketing companies are well positioned to be able to help - as they are following up leads every day and are well positioned to be able to gauge approach techniques.
The problem is, that marketing companies tend to deal with 'briefs' - which are outlines of projects that are definitely going ahead.
The thing is, not all 'sales leads' are certain projects; some are considering, some are comparing prices, others are still in the planning stage.
Sales leads tend to vary in status (from cold, warm, luke warm, hot etc.) so care does need to be given as to how leads are approached.
If a client is considering options (say for example they have used a designer for the last few years but are thinking about changing due to increased prices) and put feelers out - how would they feel if they got a chief designer phone them up and starting a pushy sale (with the attitude that they are going to place the work). Then how would the client feel if the designer then got grumpy and called them a time waster when they did not agree to a meeting the next day?
Some clients are busy, and expressly ask for contact via e-mail (due to being in the early stages of the sales process, or just busy) then 2 or 3 marketing companies call them up asking for a meeting or a detailed discussion 'to discuss their brief'.
This does happen, and many good sales leads are ruined from the wrong approach.
Getting your sales approach when following up leads is key, otherwise you can ruin perfectly good leads for yourself and anyone else following them up by irritating a potentially interested client.
For help and advice on follow up sales leads, telemarketing companies are well positioned to be able to help - as they are following up leads every day and are well positioned to be able to gauge approach techniques.
Wednesday, 30 March 2011
Indian SEO Companies
Over the last 6 months, more and more Indian SEO companies are 'spamming' the UK with link building programs, SEO support services and technical support to help any UK company.
Why is it that there has been a boom over the last 6 months of Indian SEO companies?
I get roughly 1 e-mail each day (which gets marked as 'spam') from Indian SEO companies and it is very irritating.
No doubt there are some good companies, however it is always good to meet with an SEO company - so I can get a better idea of their company and services; but also to ensure that they fully understand our company, our goals, objectives and industry.
There is no way an Indian SEO company will travel all the way to the UK to meet up and have a face to face meeting - and it is not practical to fly out there.
So what is the point?
Has there just been a boom in Indian SEO companies setting up, or have they all managed to obtain UK e-mail addresses and start spamming us? They are automated e-mails (not personal or sent one at a time) therefore are spammy.
Why is it that there has been a boom over the last 6 months of Indian SEO companies?
I get roughly 1 e-mail each day (which gets marked as 'spam') from Indian SEO companies and it is very irritating.
No doubt there are some good companies, however it is always good to meet with an SEO company - so I can get a better idea of their company and services; but also to ensure that they fully understand our company, our goals, objectives and industry.
There is no way an Indian SEO company will travel all the way to the UK to meet up and have a face to face meeting - and it is not practical to fly out there.
So what is the point?
Has there just been a boom in Indian SEO companies setting up, or have they all managed to obtain UK e-mail addresses and start spamming us? They are automated e-mails (not personal or sent one at a time) therefore are spammy.
Cheap Website Or Free Website
Startup companies are in a bit of a dilemma; startup meaning no funds whatsoever and building the business from personal savings.
As a new company do you get a free website designed yourself (there are a few resources on the internet where very basic websites can be built) or do you invest in the future and go to a designer?
A website designer will charge for a basic website - this could be £100 or could be £1000 depending on the designer. Different budget web designers offer 'startup packages' that are low priced - but how do you select a web designer?
Lets look at the options available:
The downsides - OK, for something free you are taking the risk that the 'look' is not professional and your brand is starting off 'cheap'.
Balance this up with needs and means - all design agencies will encourage you to 'invest' in a website (of course because they want your money) but like building a house, you do need to do it one step at a time, overspend on the foundations and you cannot complete the house.
The downside - well, website are expensive and £1000 (even though it is a lot of money for a company that has nothing) is not a lot for a designer - so will not get you very far in real terms. Also, there are designers and designers - choose the wrong one and you may as well wave farewell to £1000.
What is the best solution?
On reflection, advice would be to use a free resource to get something set up to start with - as and when funds are available you can then build things up from the bottom up. If a website is not your main business tool (like an on-line shop) then a presence is just fine (if you are an accountant for example).
Some surface website design advice is available if you need help and guidance - but really it is a personal choice - do not be led by designers as they have their own interests at heart.
As a new company do you get a free website designed yourself (there are a few resources on the internet where very basic websites can be built) or do you invest in the future and go to a designer?
A website designer will charge for a basic website - this could be £100 or could be £1000 depending on the designer. Different budget web designers offer 'startup packages' that are low priced - but how do you select a web designer?
Lets look at the options available:
- Free Website Design
The downsides - OK, for something free you are taking the risk that the 'look' is not professional and your brand is starting off 'cheap'.
Balance this up with needs and means - all design agencies will encourage you to 'invest' in a website (of course because they want your money) but like building a house, you do need to do it one step at a time, overspend on the foundations and you cannot complete the house.
- Chargeable website from designer
The downside - well, website are expensive and £1000 (even though it is a lot of money for a company that has nothing) is not a lot for a designer - so will not get you very far in real terms. Also, there are designers and designers - choose the wrong one and you may as well wave farewell to £1000.
What is the best solution?
On reflection, advice would be to use a free resource to get something set up to start with - as and when funds are available you can then build things up from the bottom up. If a website is not your main business tool (like an on-line shop) then a presence is just fine (if you are an accountant for example).
Some surface website design advice is available if you need help and guidance - but really it is a personal choice - do not be led by designers as they have their own interests at heart.
Tuesday, 29 March 2011
2011 Census
The UK government has released it's 2011 census that has to be completed by the residents of the UK.
Failure to do this results in a fine of £5000,00.
This seems a little extreme just for the government to collect intrusive information about us. The information is about who we are, our religion, how many people are in our houses, what we work as, where we work. Not life pressing information but all the same intrusive and nothing other than them being able to keep stats on us.
To have a massive fine for not submitting such information - seems very controlling.
Looking at the census form, it is very will put together and simple to follow. This would have required a very intensive marketing campaign in ensuring that such an 'important' document is able to be completed by all UK residents regardless of age, colour or creed.
Considering the cost of putting together such an intrusive document about who lives where and what religion they have; plus having someone read through millions of results and putting them onto a computer - a wise spending of tax payers money?
The UK economy is crippled going further and further into debt but in the last week we started a war with Libya and are spending millions on a census.
Failure to do this results in a fine of £5000,00.
This seems a little extreme just for the government to collect intrusive information about us. The information is about who we are, our religion, how many people are in our houses, what we work as, where we work. Not life pressing information but all the same intrusive and nothing other than them being able to keep stats on us.
To have a massive fine for not submitting such information - seems very controlling.
Looking at the census form, it is very will put together and simple to follow. This would have required a very intensive marketing campaign in ensuring that such an 'important' document is able to be completed by all UK residents regardless of age, colour or creed.
Considering the cost of putting together such an intrusive document about who lives where and what religion they have; plus having someone read through millions of results and putting them onto a computer - a wise spending of tax payers money?
The UK economy is crippled going further and further into debt but in the last week we started a war with Libya and are spending millions on a census.
Knowledge Is Power
It has been said a few times 'knowledge is power' but is this the case with marketing?
Ask yourself a question:
If you are a medical company - would you be better off working with a marketing company that has experience in the medical sector, or one that has knowledge of the hospitality sector?
Of course - working with an experienced marketing company is always better.
Why?
Simple, the marketing company will have a knowledge and understanding of your industry and market place. Not just that, but they will know about your competitors, how they are marketing and how they are positioning themselves in the industry. They will have a good grasp on the way the industry is going (is it in recession, is it growing, where is it moving, who is spending money etc.) and be able to structure your marketing around these factors.
If you work with an inexperienced agency - then you are risking their naivety and blind approach will be lucky. Many would say that fresh eyes do add flavour - which is true, however it is risky if you are investing so much money and effort in a gample.
Many companies have jumped in with a zany approach - which is quite different to inexperience. Zany marketing campaigns do work, but this is normally founded on research, planning and good creative marketing.
Ask yourself a question:
If you are a medical company - would you be better off working with a marketing company that has experience in the medical sector, or one that has knowledge of the hospitality sector?
Of course - working with an experienced marketing company is always better.
Why?
Simple, the marketing company will have a knowledge and understanding of your industry and market place. Not just that, but they will know about your competitors, how they are marketing and how they are positioning themselves in the industry. They will have a good grasp on the way the industry is going (is it in recession, is it growing, where is it moving, who is spending money etc.) and be able to structure your marketing around these factors.
If you work with an inexperienced agency - then you are risking their naivety and blind approach will be lucky. Many would say that fresh eyes do add flavour - which is true, however it is risky if you are investing so much money and effort in a gample.
Many companies have jumped in with a zany approach - which is quite different to inexperience. Zany marketing campaigns do work, but this is normally founded on research, planning and good creative marketing.
Monday, 28 March 2011
Commission Only Telemarketing
Many businesses (typically startups or companies that have financial issues) do ask about commission only telemarketing.
Popular comments would be:
'If they are as good as they say they are, then surely they would be willing to put their money where their mouth is'
'If they are confident in their ability to sell, then why not take a risk; they could make more money'.
There are hundreds of telemarketing companies in the UK, however none do commission only selling as a business model - for a reason.
The role of telemarketing is to generate meetings/market for information/generate sales enquiries not to produce guaranteed results.
Marketing is not cut and dry, it is not predictable, it is subject to variables that constantly shift.
The role of the telemarketing company is to generate enquireis and information; the client is the responsible for the 'selling'; small companies do not want the risk and look for others to share it, when it is not really their responsibility.
Indeed there is an itch - people are looking for guarantees with their marketing, however it is not being scratched (marketing companies do not want to have this risk element).
There is also the perspective that if there are companies in the UK that are willing to pay money for telemarketing without a commission element - then this is more attractive and they work together. Unless the whole UK stopped and said 'we will not pay day rates or monthly rates - only on commission' would things need to change, but since there are people willing to pay the asking price, things will not change.
Popular comments would be:
'If they are as good as they say they are, then surely they would be willing to put their money where their mouth is'
'If they are confident in their ability to sell, then why not take a risk; they could make more money'.
There are hundreds of telemarketing companies in the UK, however none do commission only selling as a business model - for a reason.
The role of telemarketing is to generate meetings/market for information/generate sales enquiries not to produce guaranteed results.
Marketing is not cut and dry, it is not predictable, it is subject to variables that constantly shift.
The role of the telemarketing company is to generate enquireis and information; the client is the responsible for the 'selling'; small companies do not want the risk and look for others to share it, when it is not really their responsibility.
Indeed there is an itch - people are looking for guarantees with their marketing, however it is not being scratched (marketing companies do not want to have this risk element).
There is also the perspective that if there are companies in the UK that are willing to pay money for telemarketing without a commission element - then this is more attractive and they work together. Unless the whole UK stopped and said 'we will not pay day rates or monthly rates - only on commission' would things need to change, but since there are people willing to pay the asking price, things will not change.
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