6 minute read
Releasing the power of marketing
Having joined the consultancy side of FM last year, Krys Stanton has found that networking and marketing both have considerable value that needs to be appreciated by business professionals Releasing the power of marketing
Proving the frequently used maxim that there is no substitute for experience, Krys Stanton set up SPG Group last November following a long career in the delivery of procurement services, the last decade of which was spent within the FM industry.
He is now providing expert advice to clients seeking to expand their business. “I read the book Start with Why by Simon Sinek and this has really helped me to find my ‘why’ and provide a meaningful service to the industry.
“Everyone wants to grow their business, but you often see that some try to grow too quickly and suffer the consequences, while others have no clue where to start. We’re now helping our clients to better understand their customers and achieve sustainable, profitable growth and I feel like I’m giving something back to the industry,” says Mr Stanton.
Effective team
He has quickly established a team of fellow consultants, all with specialist expertise, which is proving highly effective in meeting the specific needs of clients. One of the main aspects of the company involves a complete analysis of the customer’s business, followed by recommendations of where the company needs to focus its efforts, followed by in-depth support to deliver successful project execution and completion.
“I often find that I’m able to ask the difficult, thirdparty questions and help clients to see where they need to go to achieve profitable and sustainable growth,” he continues. “I also find clients ask me to help them with specific pain points such as business development, procurement, transformation, etc, and I’ll go in to deliver against a scope of works agreed at the start.”
Another development has been the launch of the FMI Golf Networking Group, which was developed through Mr Stanton’s favourite hobby and industry contacts. After 280 people joined the group earlier this year, he has organised five events that have delivered considerable value for those taking part. They have also benefitted the industry in general by generating around £2m of business and raising more than £5,000 for charity.
“What I’ve come to recognise through working for myself is the power of networking and how it can help everyone to solve problems and achieve their aims through meeting and working with the best people. I’m going to grow the golf events next year because the friendships that have been made and the business that’s been done has shown the power of networking,” He adds.
In addition to the benefits of networking, Mr Stanton has also come to appreciate the many advantages that can result from correct levels of engagement with marketing exercises. His levels of appreciation rose rapidly following his reading of the Marcus Sheridan book You ask, they answer, which was recommended by a friend.
After reading this, some industry contacts recommended the newly-launched FM Business Daily brand and Mr Stanton met with managing director Cheryl Ellerington and director of marketing services Martin Stead earlier this year.
“We looked at all the things I wanted to achieve and did some brainstorming before agreeing a plan that was launched last month and will continue to be followed in the months ahead.”
Mr Stanton further states that he greatly appreciated the high level of collaboration between himself and FM Business Daily and the outcomes already achieved.
“I was blown away with everything on offer, it really is a one-stop-shop for marketing and connecting businesses throughout the FM industry. There are lots of others around that offer part solutions, but I’ve been unable to find anyone that offers a full service and no one that focuses entirely on FM,” he says.
“There really is a complete service and there is a huge number of options to choose from. It’s got to be a very attractive offering for anyone who doesn’t understand the power of marketing within FM, as well as long-established companies looking to raise their profile and grow their businesses.”
Personal journey
Explaining his personal journey, Mr Stanton says that he could clearly see the value of the service following the initial detailed discussions and was delighted with the high level of support he received. This was the case throughout the build up to the launch of the SPG marketing programme in September.
“We spoke about branding, website design, SEO and thought leadership articles, and I was then supported all the way through. The really great thing is that it’s now much easier to gather the data to show response, which I’m looking forward to receiving, and we will then look at making any adjustments necessary,” he says.
Although his appreciation of the powers of marketing has occurred since the launch of his own business, Mr Stanton says that he has seen many companies of all sizes regard their marketing exercises as a cost, rather than an investment.
“The FM industry is worth somewhere in the region of £140bn in the UK and $3.3trn globally, it’s a huge industry and there are so many opportunities for everyone to collaborate and achieve better outcomes. There’s an increasing number of companies who want to change the industry for the better and if that covers just 10% of the market, that will still have a value of £14bn.
“I’m going to continue working with FM Business Daily and I really believe this will help me to achieve much better outcomes,” says Mr Stanton.
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