Marketing can be a daunting proposition, especially for those who are venturing out on their own, or who are first time business owners. Having a marketing plan in place and using it to steer towards your business goals is your best chance at success. To help you along the way, we have devised a checklist; to ensure you are doing all you can to boost your business.
Do you have a marketing plan?
YES – superb – are you following it and keeping to it? Do your team get behind it too?
NO – Putting a plan in place will ensure that you stay on time and on budget, as well as enabling your marketing to have more consistency and integration. We would say it is one of the most vital things you can have in any business.
What does your brand say about your business? Is it really communicating your character and ethos?
YES – Terrific. Is it consistent across everything that you are doing?
NO – It’s time to think about a rebrand or a brand refresh.
Are you communicating with your existing customers / database on a regular basis?
YES – That’s great news. Are you monitoring what is working and what’s not?
NO – Can you implement a regular newsletter or other ways to keep in touch with them? Your existing customers are the heart of your marketing and should make up 2/3rd of your marketing spend.
Do your campaigns and marketing materials really grab people’s attention?
YES – Excellent. It’s a good idea to keep a portfolio of your most successful marketing collateral.
NO – You may be wasting money on campaigns which don’t really grab people. Most of the time you have less than 3 seconds to grab someone’s attention, so it’s important to get it right: Time to look at a fresh creative approach?
Are you targeting the right people? Do you really know your audience?
YES – Great. Demographics can change over time: make sure you review this regularly.
NO – It would be worth reviewing your audience, running some more market research and planning your marketing so that it reaches the right people, through the marketing channels which suit them.
Do you measure your marketing results and where your top clients come from?
YES – Superb. Are you acting on the results and reviewing your marketing constantly?
NO – It is so vital to measure the results of your marketing in order to analyse where to spend time and money in the future. There are simple ways to set up systems and processes to do this.
Do you know your Unique Selling Points? Are they being communicated?
YES – excellent. Are you sure they are being communicated both internally and externally in your marketing?
NO – It would be a good idea to run a brainstorm session to identify your USP’s, and then update all of your marketing materials to reflect these messages. It is also vital to communicate these internally.
Are you using a strong mixture of channels?
- DIRECT MAIL
- EMAIL MARKETING
- SOCIAL MEDIA
- WEB MARKETING
- NETWORKING AND PUBLIC SPEAKING
- LOYALTY AND REFERRAL SCHEMES
- CHARITY AND COMMUNITY INVOLVEMENT
- SALES PROMOTIONS
YES – This is fabulous.
NO – A strong blend of different channels will ensure that you are reaching people with several points of contact, through the medium they feel comfortable with.
Do people know of your brand? I.e. do you have strong brand awareness?
YES – Fantastic. Are you ensuring your brand is used consistently with strong brand guidelines?
NO – It would be valuable to look at brand awareness building techniques such as PR, social media and sponsorship.
A Huge Congratulations to our Tasty Teammate, Frankie, who has recently been promoted to Marketing Executive. Below she shares her thoughts on her contributions to Tasty Marketing, and the joy of Traditional Marketing.
What does your new role entail?
I wouldn’t necessarily class it as a new role, rather as more of a role progression. So instead of assisting with client work I am now taking on board my own clients and taking charge of our event management and certain internal aspects of the marketing for Tasty.
What is your favourite part of your job?
I have always had a passion for copy-writing, and a love of being involved in the communication of the message. This to me is the heart of marketing and it is where the action is. I get a real buzz from learning about a particular client’s area of business, then turning my understanding of what they do into engaging content for their campaigns, whether this is in the form of website content, blogs, or newsletter copy.
What has been your working highlights so far?
Having my slogan used in the rebranding of a client’s logo was one of my first achievements and I was thrilled to find out my work had contributed to the rebranding of their company. Being part of a Marketing Agency, we are generally silent contributors; but being able to look at a finished campaign and knowing the work we have put in has contributed to the growth and success of a business, really gives you a great sense of accomplishment.
What are your favourite aspects of Traditional Marketing?
I love Guerrilla advertising, I think the concept is fantastic and is a great way to demonstrate a brands innovation and understanding of consumerism. Lumpymail, which Tasty are the only official UK provider of, is a fantastic method of direct marketing. Event organising is a big part of my role and I think this face-to-face representation of ideas from concept to the eventual launch is fantastic.
What are your top tips for 2014?
I would say keep your eyes out for the regrowth of relationship marketing. We have hit a pinnacle moment in technological advances where people are realising that actually as awesome as technological based interaction are, they are missing that human contact that is at the heart of Traditional Marketing. If companies want to get a head in 2014 make sure your customer engagements are at the forefront of your marketing plans, get in front of your audience, personalise you communications and build long lasting relationships. We recently held a seminar on this very subject details of which you can find on our Facebook Page.
For more information on our Tasty Marketing services and how we can work with you, call us today and arrange a coffee and a chat on 01202 656 762. Alternatively you can visit our website.
PR can be one of the most daunting elements of any marketing plan…there is an entire world of advice we can give you, but it’s always helpful to start with a plan in mind.
We often get asked what the key elements of a PR plan are – here are a few things we include:
- Press launches (Can you launch at an exhibition, do you have some news to announce, can you invite the press along?)
- Press relationships (You won’t truly achieve press success if the media don’t know you. Start establishing relationships and regular communication with your target journalists.)
- Target Media Lists (Develop your list of key targets and focus on them throughout the year. This list can be longer but you should only have a hand full of key targets or else you won’t be able to manage them and the relationships you need to build.)
- News/Press Releases (Start writing and sending regular news and press releases to the media. You can start to plan out the topics and stories these may encompass. There are key techniques in how to write these, but that is an entire blog all by itself!)
- Letters to editors (This is your chance to write something specific to one particular publication or journalist with your opinion / expert thoughts.)
- Features (Features come from when a publication publishes a list for the year of topics and articles they will be covering. This allows you to write and submit a supporting story at the right time.)
- Interviews (Opening yourself up to interviews will certainly enhance your chances of press coverage. Mention this on the bottom of every press release to welcome direct contact from the journalist.)
- Mediums (This is all about the channels you plan to go through – will it be focused purely on the written media such as newspapers and magazines? Can you also think about TV and radio?)
- Online PR (Can you take your PR online? This can incorporate online submission of press articles, trying to get online publications to publish your stories, linking through social media and so much more.)
- Competitions + Reader Offers (This is such a creative way of achieving press success. Can you run an exclusive competition with a magazine? Not only does this get you the press coverage you want, it also has the possibility for database building from the entries.)
- Press Cuttings (All of this press success needs to be monitored. Can you manage the search for cuttings by yourself? Once it gets to be a bigger job, there are cuttings agencies out there who can do it for you.)
- Public Speaking (Can you support your media PR efforts with more public speaking at events and groups?)
- Stunts (Press stunts have become more and more common in recent years and it is always worth thinking about what you can do.)
- Photography (Good photography can make or break a press campaign so it is worth investing in.)
- Awards (Entering and publicising awards you have entered and won is an extremely powerful PR tool.)
- Becoming a source for the media (It can be a long process but those who have status within their trade media, will always have success with media coverage, acting as a Barometer for the Industry.)
For more PR tips, come along to our Secrets to Successful PR training course…..
To find out more about our training courses please contact the team by calling 01202 656 762 or by emailing email@example.com.
Here at Tasty Marketing we are proud to be the only official partners offering the complete Lumpymail™ service in the UK. In an increasingly competitive market it is hard to get your message noticed amongst the marketing clutter, especially when it comes to direct mail. Lumpymail will ensure that customers open your letter first.
The trick is in the name; Lumpy. Adding to the intrigue of what’s inside, Lumpymail is a unique way to make your customers open the envelope. Being Lumpy means that its likely to be the first one your customer reaches for above the rest. As a result, it can generate positive word of mouth to get customers talking about you, your brand and services.
So how does this work?
The Tasty team will take the following steps:
Step 1: Identify your target audience so the correct customers are receiving your Lumpymail
Step 2: Collate appropriate information for your product and service to the reach the target audience selected
Step 3: Source a gift that represents your brand and will grab the interest of your prospective customers so your business won’t be forgotten
Step 4: Produce copy with a tone and key messages that reflects your company alongside the selected gift.
Step 5: Send Lumpymail at a strategic time in order to increase response rates
Step 6: Implement a follow-up plan to turn prospective customers into regular clients from your direct mail. This would involve emails and Telemarketing to engage with your audience and develop a plan that is tailored to your customers needs.
It’s as simple as that!
If this sounds like a tool that could help you communicate with prospective customers, then contact one of the Tasty Team at firstname.lastname@example.org to discuss the campaign further.
Alternatively why not attend the new Lumpymail training course starting this year, providing you with the tools needed to implement this creative, successful and highly personalised campaign.
We at Tasty Marketing thought it would be interesting to research how dominated the marketing world really is by females.
As most marketers will have noticed, women seem to have strong roles in the PR, advertising and media sectors, both in agencies and within larger organisations. Often women choose this as a career course with the view that it will give them a blend of creativity and strategy.
Some writers say we are in a “Lipstick Economy” or a “Female Dominated Marketing World”: 1 and 2 Historically women have certainly dominated in the retail and advertising world, but now this is spreading to all different types of sales and marketing roles: In advertising there is a clear 50/50 split of male and female but only 3% of Creative Directors are female, which seems extremely low. 1
However, research shows that women are truly calling the shots in marketing departments universally, with a stronghold in managerial positions. 2 68% of Marketing Managers are female, 57% of Marketing Directors, 90% of Marketing Coordinators and 32% of Business Development Directors are female. This is an extremely high prevalence towards females in marketing roles.
Brandweek also commented recently that women experience great success in marketing as they approach things differently: Women look at things contextually, interconnecting relationships, experiences and unique selling points. Men are likely to be more linear and factual. 1
The BBC also carried out research 3 around the jobs which have more women than men, those listed included Therapists, Librarians and Teachers, but also incorporated several roles within the marketing and media sector: Journalists, Authors and PR officers.
But how many of these marketing roles are in senior management? This is the deciding factor that shows the way in which culture has changed over the years. Reports by Forbes Insights 4, show that the top 5 job titles occupied by women are:
1.) Chief Financial Officer
2.) HR Director
3.) Corporate Controller
4.) Chief Marketing Officer
5.) Sales Director
Those last two show that marketing is certainly one of the core sectors for women across the board, but also significantly in senior roles.
But what does this mean for us as marketeers?
It means a great deal for agencies like us: We should be focusing a large percentage of our marketing efforts on females. Our clients are likely to be women in senior marketing roles, so we need to be focused on our message and branding.
To find out more about the topics covered or for any general marketing enquiries then feel free to contact us on 01202 656 762 or by emailing email@example.com
1 The Lipstick Economy by Jamie Dunham
2 It’s a Women Dominated Marketing World, Exhibit City News
3 Which Jobs Have More Women than Men? BBC
4 Women in Senior Management, Forbes Insights
Twenty years on and still going strong, a big congratulations from the Tasty Team to the winners of this years Beautiful South Awards. Our very own Emma James attended as a proud sponsor of the event programme, and although she evaded all photographs, we do have a selection which captured the evening, courtesy of Paul Fletcher.
Your festive greeting to your customers and contacts is a reflection on you as a company and a brand: This is your opportunity to go the extra mile for your customer, adding value to your interactions and reinforcing your brand values. 65% of business comes from referrals, so communicating with your existing customers on a personal level has the potential to develop future business.
We have several options for helping you send out your Christmas branded messages:
We can design you a bespoke Christmas e-message in a system such as Mailchimp, to send out to your customer list on email.
This is simple to send, but also cost effective and better for the environment.
2.)The old-faithful, traditional Christmas card
We work with you to design a card which is completely unique to you. Then we source the best printingoptions: Whether you want the traditional shapes and sizes, or something a little quirky.
3.)A little something extra branded or personalised Christmas gifts
Giving your customers a personalised gift will make you a memorable ally for their company. The little details make all of the difference.
We can find the perfect unusual gifts, branded items, locally sourced produce and much more.
4.)Relationships matter organisation and marketing for a Christmas event
What better way to ensure that you are the supplier they remember this year? In our ever changing culture, relationships are still the best way to nurture business.
We can organise, theme and market your Christmas event; be it a seminar, a party or some much-needed hospitality.
5.)The gift of time Hours of design work
Show your customers that you are embracing the festive season, through engaging us to design Christmas inspired graphics for your websites and/or social media platforms. Some ideas could be:
- Transforming your blog space with a bespoke editorial image of your choice.
- A festive cover photo, personally designed for your Facebook page.
- A bespoke Christmas wallpaper to brighten up your Twitter account.
- An attention grabbing banner for your website. (Subject to website specifications)
For further information or to brainstorm the best Christmas options for your company, visit our Christmas Campaign Page or contact us:
Telephone: 01202 656762
We ran an internal competition and asked our Intergage partners to define the Tasty team in an acrostic poem. This was the winning piece. Well done Jo!
On 13th November 2013, our Business Development Director, Emma James, was a part of an expert panel at The Care Show at the Birmingham NEC.
Emma was really pleased to be asked to be a part of this panel, after a successful speaking slot at the Bournemouth Show earlier this year.
The panel were asked a wide variety of questions and it was extremely informative for all attendees. Here is a summary of some of the tops tips discussed:
What can providers do to make themselves stand out from the competition?
It’s all about differentiation: Through demonstrating your brand values, and personality in your marketing.
What does the future of the care market look like?
There are an increasing number of self-funders and this is only going to grow, many articles by the likes of The Guardian are supporting this statement.
What can the care sector learn from other industries?
It is essential to think like a brand: More commercial sectors work well with this and it is something that the care sector can adapt to.
But, the care sector is also superb at other things, such as community engagement, which to be honest, others sectors could learn from!
Which other marketing tools could the care sector use to their advantage?
PR is core to this sector as people want to see positive, emotional stories in the local press. This will also build up brand awareness and credibility.
But overall, relationship marketing has to be at the heart here. People buy from people; and this is an emotional decision for families and residents alike. Ensure that your entire team represents your brand and its values. A great way to test this is to mystery shop your home, your competitor homes and do a viewing – see how people see you from the outside in.
How can care homes reach self-funders?
It’s all about multi-channel campaigns: Each person is unique and you need to profile and understand your audience in order to anticipate which channels to communicate through: i.e. don’t rely on just advertising: blend it with PR, newsletters, referrals, online marketing etc. It’s also essential to have a strong mix of online and offline marketing.
How can care providers be seen as a resource?
Ensure that you are known as an adviser and expert in your field: Many self-funders don’t know where to look for information, so you need to be a first port of call with expert articles and bogs.
You can also be seen as a first choice by engaging within your local community so that you are an obvious source of information and they already feel welcome in the home.
For further information and advice, please contact Emma James: firstname.lastname@example.org, 01202 656762
Guerrilla Advertising is an excellent way of being innovative and differentiating yourself from competitors whilst sticking to a lower marketing budget. It has been implemented successfully in the past by several large organisations such as Nike, as well as many small to medium sized businesses. Often, it involves eye-catching campaigns, in public, that are unexpected and attention grabbing.
This unique marketing tactic normally targets consumers in a certain area; often it wouldn’t be cost effective to carry out on a large scale. However, this doesn’t restrict the prospective audience: If the campaign is successful then it’s likely to go viral on the internet, as well as gain coverage from mainstream media.
One of the beauties of Guerrilla Advertising is that it encourages Word of Mouth communication. Word of mouth is one of the most effective marketing tools available to organisations, as consumers have more focus when a message is coming from someone they trust.
It is important for the desired message being communicated to be clear to those it is targeting. The point of Guerrilla Advertising is not just to catch the consumer’s eye, but to allow them to make the link to the message behind it.
Nike’s campaign is a prime example of successful Guerrilla Advertising, as seen below:
The stunt had a positive effect on passers by as they stopped and curiously examined the out of the ordinary sight. The idea behind this particular campaign was to give football players the impression that they would be “infused with mind blowing power” if using a Nike football. Although the audience were aware that this isn’t actually possible, the concept was still largely discussed.
The main reason that Guerrilla Campaigns are successful is because they consist of elements of surprise and originality. Old school forms of advertising, such as billboards and T.V ads are often tuned out as consumers are constantly surrounded by them.
In order for Guerrilla Advertising to be successful it is important to remember a few key points:
- Be original: the whole point of guerrilla advertising is to turn heads and draw attention. If the public are seeing something familiar, they won’t be as inclined to engage.
- Keep a low budget: Keeping a low budget is vital. If huge sums of money are being spent then it defeats the purpose of using a low budget approach.
- Don’t use “shock tactic” advertising in a guerrilla campaign. If consumers are scared or upset then these feelings will be associated with the organisation behind it.
- If you aren’t able to take a risk, then it’s probably not the right method for your company: you must have confidence in your idea and not be afraid to be unconventional.
As important as it is to stand out from the crowd and “break the rules” with Guerrilla Advertising, you must also know where to draw the line. There have been a few campaigns that have largely backfired in the past. For example, Vodafone hired two men to streak during a rugby match wearing nothing but their logo painted on their backs. As daring and unconventional as the stunt was, especially as it took place at a stadium sponsored by their largest rival, the display upset rugby fans and resulted in one of the streakers being fined.
Remember to deliver something that differentiates you from your competitors, being both daring and unconventional. Don’t loose touch of what you are trying to communicate: a strong message that comes from the heart of your organisation.
To find out more about Guerrilla Advertising or any other marketing, please contact the Tasty Team on 01202 656 762 or by emailing email@example.com