Using Marketing Strategy to generate a ROI

Marketing Strategy…and how to generate a far better return!

Wake up call……….

• Owner Managed SME’s (£500k-£5m turnover)

– Most Common Scenarios• Stagnant sales – want to grow• Low or negative profitability• High levels of customer churn• Over reliance on small number of clients• Declining industry• Great concept – no-one knows about us!• Poor marketing ROI to date

What is Marketing?

Understanding and fulfilling the

needs and wants of customers in a profitable manner

Where do I start?

• At the beginning!

“Strategy without tactics is the slowest route to

victory. Tactics without strategy

is the noise before defeat.”

(Sun Tzu, 500 BC)

Set some clear objectives…

1. Understand what you offer2. Understand who are your target customers3. Understand their needs and wants4. Understand their behaviour5. Communication6. Fulfilment

Marketing Strategy……..

How do I do this?

• Step back and look at your business from a client’s perspective.

• Analyse historical data (customers, products, trends)– Financial– Demographical– Seasonal

• Research your customer base – feedback• Research the marketplace• Research competitors• Set some clear objectives

Company X

SALES HIRE

EDUCATION HOSPITAL LEISURECONSTR-UCTION

RETAILINSTALLERS

& FITTERS

FM TRADES

Seem obvious??

1. Understand what you offer2. Understand who are your target customers

Some Common Marketing Pitfalls

• Lack of clarity - what is my core offering• I target anyone who purchases my product…….. • Concentrate on the benefits not your activity or history• ‘I want’ mentality• Lack of purpose/objective• Know your environment (you are not in a bubble)!• No USP – just another supplier• Brand consistency – don’t look amateur• Text overload!• Understand the financials – average customer value• Test & Measure – is it generating a ROI?• Implementation plan!!• Be flexible – your market is continually evolving

What to look out for when choosing a supplier?

• Do they start from square one – marketing strategy?

• Do they ask a lot of questions – or tell you how great they are?

• Do they take your answers at face value or use research and analysis to make accurate decisions

• Are they completely impartial – no vested interests in feeding other business units work?

• Do you understand what they are doing? It’s not a dark art!

• Do they talk about your Return on Investment?

• Long term partnership focused? Results guaranteed?

• Case studies with proven results - references?

Any Questions?