All our marketing consultancy, advice and support for businesses is delivered using Marketing with Intelligence.
Essentially this means taking a holistic approach, considering all aspects of what you do as a business, with the aim of helping you to sell more, profitably.
We focus on the following three aspects:
Identify your resources
Whilst this includes analysing market and company information, it’s much broader than that. It makes sense to look at all aspects of your business and maximise the use of all your resources to achieve your goals.
Depending on the work we’re delivering for you, we will look at some or all of the following:
The data and information you have and don’t have available
The systems and procedures you use
Your people, their knowledge, skills and connections
Your physical assets
Your online presence and what that says about you
The marketing collateral you hold and how you use it
Your business relationships
The time and money available
Once you know what you have which you can work with, you’re better placed to use it to best effect.
2. Focus on your customers
“The absolute fundamental aim is to make money out of satisfying customers."
So said Sir John Egan, a British industrialist associated with businesses in the automotive, airports, construction and water industries. And the same is true whatever market you operate in.
Without customers, you don’t have a business, so we place your customers at the heart of all our thinking and aim to help you do the same in every decision you make.
One of the most important things to remember in doing this is that you are not your customer.
Consider your offer, means and place of delivery, pricing, communications, packaging, advertising, messaging and so on from their perspective. Whilst you can put yourself in your customers’ shoes to some extent, if you use your personal perspective, likes and dislikes to make choices on their behalf then you’re unlikely to get it spot on.
You’re more likely to succeed if you know and understand your customers, continually get feedback from them and use it to shape what you do.
We help our clients do that.
3. Have the right information and use it
Whilst clients can be keen to jump straight into delivering activity, whether that’s email marketing, social media, updating your website, new print, advertising or something else, for us, that isn’t the right place to start.
We don’t want you to waste your time and money on activity which isn’t going to deliver for you, so we help clients build their knowledge and use that to guide their decision.
“Do you know who your customers are? What can you tell us about them? Why do they buy from you? Which customers and products/services are the most profitable? Do you offer anything which sets you apart from the competition?’ are some of the first things we will ask you.
If you have the answers to the key questions, then that’s great. We’ll help you use that information to make decisions about direction and focus for your business and your marketing.
If not, we will help find them, either by analysing the information you already hold or can easy get your hands on or by planning work which will help you get the information you need.