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Jenny’s Editorial Welcome! Since our last newsletter it is disappointing to report that there has been little improvement in the UK’s economy. Businesses are still struggling with difficult trading conditions despite increasing hopes that the economy could soon be boosted back into growth. It is certainly going to be long road to recovery! More than ever it is important to keep hold of existing customers, find new opportunities and up sell where possible. With this in mind, this edition includes articles on how to increase loyalty, improve communications and even some low cost marketing ideas. Unbelievably summer is nearly here! With only a few weeks of the current school year left, schools are already preparing to help children move on, in or up! Parents and carers are also thinking about childcare arrangements and/or ways to keep the children amused for six weeks during the summer holiday. Don’t forget, workshops or “camps” are a great way to boost trade for both mobile and studio businesses. Talking about the summer, it has been predicted that temperatures across the UK are likely to be warmer than average (and rainfall near or below
average) for the next few months. It may take some inventive marketing to entice the public out of the glorious sunshine to spend time pottery painting! We recommend introducing some inexpensive promotions geared towards children. Finally, it is worth noting that a weak pound, combined with the promise of good weather, means that many Brits will opt to stay at home this year. The upside of this news is the potential extra business for us all. The downside is that consumers now want “more value for money” so traders are being warned that customer complaints may increase significantly this year. Whoever said running your own business is easy? By the way, major UK holiday chains have additional summer staff on standby (Butlins, Shortbreaks and Travelodge) so why not contact these businesses to organise special events, entertainment and some wonderful holiday keepsakes? Have a great summer everyone!
Jenny Hawkins
Make It Easy To Buy Whether you sell your products and services from a shop, website or business literature, you need to make the process as easy as possible for your customers. Remember, a shoppers experience will determine whether they will come back or not. Here are some points to consider:
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learly label each item with a price and other C relevant information (e.g. features and benefits, alternatives, colour & size options etc).
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onsider using images or good quality samples to C enhance the sale.
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o not make marketing literature too verbose as a D reader can quickly lose interest.
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Provide marketing literature to answer your most frequently asked questions e.g. what is “paint your own pottery”, what are the options and prices for parties, how quickly can I get a set of footprints and handprints done? If a customer has to ask for further information, or cannot aquire knowledge easily, they may leave or switch to another website
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Logically organise products.
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