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Skyville Advertising
020 73595200
Business Design Centre
London

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Elmscott Advertising Ltd
01992 517517
30-31 Islington Green
London

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Shaw Public Relations Ltd
020 72269177
The Windsor Centre
London

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Ga Corporate Marketing Ltd
020 75533450
44-48 Shepherdess Walk
London

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Hart Advertising
020 77041001
9-17 St. Albans Place
London

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Skyville Partnership Ltd
020 89002499
Suite 115 Business Design Centre
London

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Focus Media Communications Ltd
020 71689948
12 Mitchison Road
London

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Cooler Events Ltd
020 72886290
Business Design Centre
London

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Watershed Design
020 77001759
31 Freegrove Road
London

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Goddard Delaney
020 77139700
2-10 Baron Street
London

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Ringing the changes in your marketing

(first appeared in Practical Marketing ebulletin October 2009 - subscribe here )

As I sit down to write this months’ newsletter the sun is shining, birds are singing and all is good with the world. But this unexpected autumn brightness and warmth won’t last and it set me thinking about the next few months of approaching winter and how much I really dread it coming. Not a helpful attitude I know and one I need to talk myself out of pretty quickly.

The change from one season to the next is inevitable so why fight it? Instead find ways to relish the thought of those cosy winter evenings in with a nice warm mug of coffee and a roaring log fire.

It’s no different in business really. Change is inevitable – customers come and go; suppliers perform well then go off the boil; new staff arrive, full of enthusiasm and interest and experienced workers retire or move on. And markets change too. New methods of distributing and promoting products and services are introduced; the economy forces a close look at pricing, offers and deals; and the pressure is always on to provide better products or services as customer and client expectations are raised by their experience of the very best companies around.

Change is inevitable – so will you sit there moaning or worrying about it or embrace it and plan for the change?

I’d certainly suggest that successful businesses are one’s that embrace change, that see it as an opportunity to raise their profile, talk to their customers, introduce new services and find new ways to reach new markets.

So how can you embrace the coming winter and do more than just accept change and instead use it as a springboard for new marketing initiatives, business improvement or growth?

Wrap up warm – The way in which you present your company is all important. How are you packaging your services and products, are they attractive as well as practical? If you offer a service is it really clear what you can do for clients – and don’t just think about the features of what you do but concentrate on the benefits.

Enjoy the daylight while it’s there – be up beat and positive, shout your successes from the roof tops and celebrate little successes internally to keep spirits up. A bunch of flowers or box of chocolates or even a glass of wine on a Friday after work goes a long way to showing your staff they are important and rewarding their hard work.

A cheerful, motivated team will be invaluable to get you through those tough dull days.

Stay indoors – focus on doing a great job for your existing clients, rather than getting out and about prospecting for new ones.

All too often we focus our attention on attracting new customers and can sometimes fall into the trap of neglecting existing ones. Spend time talking to clients, find out about their business, check what they like about you and how you could improve. I can almost guarantee that if...

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