The more people feel, the more people buy. That’s the clear conclusion from the last decade of work by two of Britain’s top marketing analysts, Les Binet and Peter Field.
They delved into the IPA DataMine – a huge database of ad effectiveness case studies – to find out how advertising really leads to meaningful business effects, going beyond short-term sales spikes to look at profit growth and market share gain.
So what is the key to effective marketing, and how can businesses apply this to their marketing techniques to boost sales and grow profits? We asked Tom Ewing to explain;
While many festive traditions have successfully made the move from the home to the workplace – the annual party and ‘Secret Santa’ are both staples of nearly every small business’ Christmas celebrations – there is one that still hasn’t made the leap: proper gift giving.
Crack Christmas gifting and the benefits will roll in: you’ll motivate your team, improve customer loyalty, and boost important supplier relationships. However, fail to pick the right presents, or show any kind of effort, and you’ll risk losing morale, motivation, and maybe even business.
Marketing is about getting more business – and that includes getting more value out of your existing customer base – through delivering them multiple times the value you get.
If all you did was chase new clients, then you would be regularly losing the ones you already have, which means you would need to be constantly building. This is hard work.
There is an important model that will help you understand what to do in terms of sales and marketing for your existing customers, and it is one that every business owner should know and understand. (more…)
When you are starting a business, you will need to answer many questions. However, one of the most fundamental questions any business owner will be asked is, what is the purpose of your business?
So what would your answer be?
How you answer the question, has a significant bearing on whether your business is likely to succeed, so we asked Jim McGrath, author of The Little Book of Big Management Wisdom to reveal what your answer should be; (more…)
The ability to negotiate the highest possible fees without risking a client relationship or an instruction has become increasingly important to individual professionals and professional service firms in recent years.
The rising influence of procurement on the buying side has squeezed margins for many service providers. Those best able to withstand these pressures are usually those that have the ability to negotiate robustly on fees.
Clients often ask what makes someone a great fee negotiator, i.e. someone who is able to get clients to agree to pay as high a fee as possible without losing the work, or the client. (more…)