All posts tagged “Business

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Strategic Marketing to Make the Business Grow!

Let’s say you have started a business and it is starting to grow. If you are excited by this growth and you are thinking “No one can stop me” you are dead wrong.

Competitors know you exist. They have seen you grow and they feel threatened. They don’t want you to take their customers away and they will try hard to keep the customers just as much as you are motivated to take the customers away from them.

There are several strategies you can do to beat the competition. They are called:

1. The Flanker

2. The Fortress

3. The Expansion

Knowing when to use these strategies is the key to maximizing the chances of success.

Throughout these four strategies, I will be using car analogys

The Flanker.

Let’s say I run a retail used-car company and I have a competitor. The customers have diverse opinions on what is the best car to buy and my competitor sells used-Ford cars. This is where I would try to use the flanker strategy.

A flanker strategy is all about discovering a new gap in the market and penetrating it. This gap is more likely to be found if the customers have a wide variety of preferences. Instead of trying to climb the mountain of trying to sell Fords that your competitor capitalized on, you can attract the people who prefer Holdens.

It’s much easier to get the customers who have unmet demands than it is to get the customers who are loyal to competitors. That is because your competitor is probably using the fortress strategy.

The Fortress

If my competitor through “Hey, this (your growing) business has got a good idea selling all of these Holden’s. Let us try to take customers from him by selling Holden’s ourselves”

You may decide to buckle up and build your fortress of Holden’s

The Fortress, like any other fortress, is a strategy used to protect yourself from others. In this case, a fortress is used to protect your market share.

A fortress strategy is best executed if the customers have similar preferences and you have a strong influence on the market. I would only try this strategy if your growing business is up against a smaller growing business.

The fortress is is the most basic and commonly used marketing strategy for businesses that have established themselves in the eyes of their customers. However, if you want to further grow as a growing business you may want to try the marketing expansion strategy.

A fortress strategy is like defending your territory. It aims to sustain your market by constantly appealing to your current customers and dissuading them from joining a competitor.

If a company who sells Holden’s sees a growing competitor, the company who sells Holden’s will double down on their efforts and further increase customer satisfaction by adding new features (like increased car warranty, shinier tires, better steering etc.) to prevent their customers from switching to the competitor.

In other words: A business sees a competitive threat and responds by trying to keep their own customers from switching,

The Market Expansion

The market expansion strategy is the equivalent of jabbing and weaving in boxing. You are defending by attacking. It involves defending your share of the market by targeting a new market.

Say your used car company only sells Holden’s and you know that your competitor that has Fords will not let you in on the Ford market by using a fortress strategy. If he is too busy selling Fords and not letting you in on that customer base, you can go after different sets of consumers that have not been marketed to.

If your competitor has not targeted consumers who are into Kia’s, Mazda’s and Fiat’s, you can market to those people if the market is deemed large enough. Because of this, you have expanded your market. Even though you risk abandoning your Holden consumers, you may gain a whole new set of new consumers, increasing your presence in the market

The Bottom Line

These are just a couple of the strategies that business’ use every day in order to maintain a competitive advantage. To determine the correct marketing strategy, you must understand how these strategies will or won’t work based on the competitive landscape and the state of the consumer market.

Article Co-Authored by Nelson Cumming and Adrienne McLean.

Nelson Cumming is an enthusiastic business blogger with AdrienneMcLean.com with a keen interest in Marketing and PR.

Adrienne McLean is a BookYourselfSolid marketing coach who helps business owners to achieve their goals and keep them focused on achieving their goals. Adrienne offers BookYourselfSolid online and in person workshop as well as mentoring.  You can contact Adrienne on adrienne@adriennemclean.com  or ring on 0414 367 960.

Photo is courtesy of Shutterstock

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How well established businesses can benefit from focusing on their marketing?

Ok, so your company has been running for a long time, you have a customer base and things seem to be ticking along. But are you earning as much as you want ?

After a business has been operating, there may be systems and procedures in place but times have changed dramatically over the past ten years – technology has changed, marketing methods have changed, social media has been introduced, the Yellow Pages are defunct but what is being  done to keep up with these major changes?

Old systems may not be working and inefficiencies are developed over time. Many innovations have occurred and now apps are taking over and competition to the more traditional methods.

So this is where a real evaluation of where the business is up to , importantly from a financial aspect but also a marketing view and even operational as new methods have come in here too.

By going through the process of creating a new marketing plan, some of the opportunities and threats will be identified. Also, whats working and what needs improving will be identified. Doing a SWOT analysis can save a company. Many businesses have had major hardship or are experiencing this  because of current changes – online businesses taking away market share, road parking restrictions coming in, the overseas manufacturing taking over, an incredible number of changes in all sorts of ways that do impact on business.

Looking at the distribution channels and incorporating the web and social media can be very helpful. The use of Adwords is taking the place of the Yellow Pages.

If you would like to do this yourself, the Australian Government have very helpful plans – the Australian Government Marketing Plan Template  and also the business plan template. Consider creating a 90 day plan and looking at what can be done in the next 3 months to build business.

When going through this,  evaluate the following questions :

  1. Is your branding still current ? Is your business easily identifiable and does it look modern and current? This is not only your stationery and website but also your building
  2. Have you got a client list that is easily integrated into emails and promotional software?
  3. Is your client list as strong as you really think it is?
  4. Are you using the most best distribution channels for your business ? Are you getting your message to your audience?
  5. Are your operational methods still current?
  6. Revisiting the business/ marketing plan annually is good practice – its at the end of the year – now is a good time!

By doing this analysis, you can develop a fresh look at what needs to be done to grow the business. A focus on getting more clients.

A Marketing Discovery Audit will help identify this activities to see how efficient they are and what is required to develop further.

You can ask those niggling marketing questions to help you with raising awareness of your business at the Business  Information Forum at Thyme Square Cafe , Florence Street, Hornsby regularly on Tuesday 9.00 – 10.30am – check for dates.  Adrienne McLean will assist the marketing questions using a powerful  and tested marketing system – BookYourselfSolid.  If you need assistance with your marketing and getting more clients then contact Adrienne McLean on adrienne@thespeakerspracticecom or ring on 0414 367 960.

Image courtesy of Shutterstock.

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Speakers Training Camp

Boost your presentation skills with a dynamic public speaking course
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Hands-on speaking training offered by our speech coach in this course maximises your presentations with improved communication and delivery. You’ll learn how to feel calm and how to deliver the most effective, energetic presentation or speech imaginable.

Here’s what you’ll take away from this intensive public speaking training camp:

Master the magic of memorable presenters
Captivate your audience
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Apply 10 techniques for handling nervousness
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About SpeakersTrainingCamp®
The SpeakersTrainingCamp® is an elite 2-day program that stands above other public speaking courses. First established in the United States in 1981, SpeakersTrainingCamp® has trained business leaders from companies like Nike, Proctor & Gamble, Owen’s Corning and British Airways with resounding results.

Each course, limited to 12 participants, allows you to simultaneously maximise learning-time by working with other public speakers, as well as benefit from personalised training.

For more details – see The Speakers Practice – Presentation Skills – SpeakersTrainingCamp Workshop

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Process, People, Productivity and Profit

So why in business are the 4 P’s – Process, People , Productivity and Profit so important?

Businesses do not exist with just good products. It doesn’t matter how fantastic the product is if the marketing and processes are not in place the product will not sell.

It is essential to be able to connect with the customers who need your service and who’s problem you solve. So having a sound marketing process is essential, as well as a number of others – sales, logistics, customer service, human resources, warehousing, finances and so on.

If you have good people around you supporting your vision, then the business will grow. The business is dependant on having skilled and positive people who understand their roles and the processes they are expected to undertake. Having the right people “on the bus” is important.

Productivity will increase by having good systems in place, detailing the activities along with the right people who share your vision and are positive and supportive. A combination of sound processes and the right people will increase productivity and support the business to achieve the goals in place.

Profit will follow by having the sound business processes, the right people and the efficiencies in the productivity. Having the business running as a well oiled machine will ultimately result in higher profits as the business is running efficently.

So the aim is to have the processes (in all areas of the business) running well, the right people sharing the same vision executing the work and working efficiently with high productivity.

So the 4 P’s – Process, People, Productivity and Profit combine together to create the business you are wanting. Are your 4 P’s ideal or are there areas to address?

That’s where an Implementation Strategist will focus – helping business owners to achieve the profit they desire by developing their processes, people and productivity.

An Implementation Strategist helps professionals to make things happen and move forward. Ring Adrienne McLean on 0414 367 960 or email on adrienne@adriennemclean.com for more details.

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5 Quick Tips to Improve your Marketing

We’re all looking for fast ways to improve our marketing and yet not take huge amounts of time away from helping our clients – Here’s 5 Quick Tips to Improve your Marketing

  1. Every day ring someone on your database and say hello!Catch up, see whats happening in their world , you can talk about whats happening for you but don’t bombard them with a sales pitch. Building the relationship is important thing –
  2. Make an effort and look for individuals who can help you grow your business. Then, find ways to meet them or be introduced to them. You may be able to meet them at a networking function or an event. Once contact is made work at growing your connection with this person, getting to know them and gently letting them know abut what you are doing and aiming to achieve.
  3. Give someone some business – introduce two people who you know who may be able to help each other. This shows you are as a leader, as a go to person who can assist others.
  4. Create some content – prepare a blog, video or social media post. Regularly prepare content that can be sent out to your clients or posted on social media. This will build up your speciality in an area and you can inform your clients and wider audience. Quality is important, connecting the content with your audience is also important and you can build yourself a niche being the expert in that field.
  5. Send 3 people an email , sharing compassion, sharing some information that you know they will be interested in and you can share about what you are doing at the moment. Again, don’t make it “salesy” – its to be friendly and connecting you with your network.

These marketing tips are not time consuming but will raise awareness of your business, build connects and relationships with your audience and develop you as an expert in your field. You can choose the timings – daily, weekly or monthly – fit these into your marketing to get your more clients!

If you would like to find out more then contact Adrienne McLean on adrienne@adriennemclean.com or ring on 0414 367 960. The Daily Marketing Routine for Business Success can really help you with implementing these easy marketing steps.  Contact Adrienne for more details and you can attend our Marketing Information Forums where you can ask those niggling questions about marketing.

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3 Essential Things about Marketing

There’s so much going on with marketing. There’s been huge changes in the methods used to market a business but funnily enough the fundamentals are the same.

There’s an enormous amount of noise – coming at business owners – from many directions and it is truely a challenge to filter through the noise to find out what is going to work for you and what can left on the side.

The 3 Essential Things about Marketing that can help you with this filtering process are:

  1. Marketing raises awareness of your business
    But its what happens next that will book the business. Not that you’ve done a huge amount of marketing – what happens is that potential buyers find out about you – through you’re marketing – then they come and check you out. The buyers ask “Can this business solve my problems?” If the answer is “Yes” then they will give an opportunity to earn their trust. When the timing is right for the buyer – and you have kept building a relationship with that buyer – then you will be “front of mind” – if you have your pricing right and can have a simple sales conversation – then you will book the business.
  2. Who are your Ideal Clients? 
    Who do you want to work for? Who energises you and inspires you to do your best work? You want to work with these people – right?
    Who drains the energy from you and challenges you every step of the way? These are the people you don’t want to work with – right again?
    It is your job to go out into the world, targeting a sector of the market place to find these people who you are meant to serve. These people will energise you and motivate you to do more marketing as you love what you do!
  3. Having a systematic approach will save you time and money –
    If you are a Service Provider, your main focus is on your clients ,however, it is important that you are regularly doing your marketing because generating new clients is essential – you might be busy now but if your audience isn’t constantly reminded about you and your business then they will forget and look elsewhere – so its important no its essential to have a systematic way of getting more clients.
    That’s where Adrienne McLean.com can help with the powerful marketing system “BookYourselfSolid” – Adrienne McLean is a certified BookYourselfSolid Marketing coach – BookYourselfSolid is a systematic way of getting more clients – even if you hat marketing and sales conversations!
    By having a systematic method of getting more clients – it takes the stress out of knowing what to do next – you will know where to find your clients, have a clearly defined product range, know and understand your target market and who are your ideal clients and you will have a clearly defined foundation. So when you do your marketing , we call “Six Core Self Promotion Strategies” , you will be secure that your marketing efforts will have a significant impact planting seeds for the future and getting you more clients.

So by considering these 3 Essential Things about Marketing – it will really assist you to filter though all the noise and choose what will help you with growing and developing your business.

If you would like to find out more then contact Adrienne McLean on adrienne@adriennemclean.com or ring on 0414 367 960. You can attend our Marketing Information Forums where you can ask those niggling questions about marketing.

A photo by Liz Weston. unsplash.com/photos/PJzc7LOt2Ig

Events & Resources

We love small businesses and understand the need to have systems for everything, we help you develop a way to consistently market while being able to serve the clients you have.  Consistent marketing + systems and processes + a great business.  That’s what we are all about, helping you bring your dreams into reality.  Less sleepless nights worrying about how to get clients or how to service the ones you have.  And more fun in everything you do.

Here are the events we have to support you develop and grow your business –

See –

Marketing Information Forum :
http://thespeakerspractice.com.au/events/event/marketing-information-forum/