Business Consultants Durham
Stockton On Tees
Plan Now to Make This Your Most Profitable Year Yet
(article written Dec 2003)
For most small businesses and professionals it’s time to take stock and think about where to focus your marketing effort and investment in the future. And during the Christmas break it’s a good time to step outside your business for a moment and try to see things from the customer point of view. Even large business will benefit from the opportunity to pause and review following the simple steps suggested here.
What’s Worked and What Hasn’t?
You may end up with quite a long list. Which brings me to the first point I suppose – has your marketing activity been focussed enough and have you got the best results?
Point two and learning for 2004 – make sure you can measure the effectiveness of all advertising and marketing that you do – and if you want to be ruthless about it - if you can’t measure it don’t do it. Most small businesses I’ve worked with can find a simple system for monitoring response (whether they use their accounts system or set up a more sophisticated database) and they quickly realise the effort in putting in the system has been well worth it when they realise the thing that cost the most has been producing the worst results and some of the things that cost very little can really reap rewards.Take a Look at Your Image
No - this isn’t just something for Tesco, Barclays Bank and IBMs of this world. Every business and organisation has a brand image and it’s embodied in the way you do business and the quality of your products and services, but it’s expressed in the way you present yourself/your business to the outside world. This can be difficult to do objectively – because you are often so close to things yourself. But step back for a moment and review the image created by everything from your letter headed pa...