Category Archives: Marketing

Be Different with Your Business

black-swan

Marketing is often misunderstood, with many thinking it’s the leaflets, advertising and promotion that you do for your business. But it isn’t. Marketing is everything you do, from the product you decide to sell – whether it’s a premier product or cheap as chips product – to the way you invoice, and the very culture of your business. Because it’s all of that which affects how you act, and so how you’re perceived by your potential customers.

And I saw a brilliant example of a company that absolutely nailed this when I went down to visit Innocent’s Head Office in London this week – what a great place! If you’ve never looked at how they market themselves, do take the time. I chatted with Richard Reed, one of the co-founders, who’s a warm, fun guy, and the sense that *everything* the company does is done well permeates the walls.

Innocent actually started by going to a music festival where they took two bins, one with yes on it the other with no, and asked the question to everyone who bought their drinks, should we quit our jobs and set up in business making these full time? Read More »

Do You Know Where Your Business Sits?

graph

So, within your marketplace what is your product or service offering, who is your target market, what turnover do you need to generate to get you the profit and lifestyle you want, and what are the time scales for you building this?

You have to completely understand the marketplace you’re in, so consider what your key features are and how you compare to your competitors in terms of market share, quality and price. What are the main differences between you and your competitors? This will all give you a feel of how best to understand your position within the marketplace. As an example, I’ve included a graph of car manufacturers (this above is in no way is gospal but gives you an idea) … Read More »