thebestof Guernsey business newsletter - November 2012

November 2012

Update

Tirelessly working to make your business the best it can be...

The Artist I love going to the cinema. I love everything about the movies and the big screen, and it’s a great way to relax after a tough day at work because my mind is completely taken over by the film. It’s escapism on tap and I have no problem suspending my disbelief for a couple of hours – as long as there’s a Diet Coke and some popcorn!

But last weekend I stayed home and watched a DVD. Somehow I missed the Oscar winning film The Artist when it came out earlier this year and I was keen to see what I’d been missing. You’ll remember The Artist, it’s the silent black and white movie that won five Oscars, including Best Picture, Best Actor and Best Director – which is why I wanted to see it. It was a stunning film, made even more so because it was so completely different to anything that I think I’ve ever seen at a mainstream cinema.

I’m not giving too much away when I tell you the plot is about the demise of a great silent movie actor whose career is effectively ended with the arrival of “Talkies” in the late 1920s. It’s set in Hollywood and as his career wanes, one of his dancers sees her career rapidly take off with the new talking media. There’s a wonderful twist at the end and the most delightful Jack Russell dog who, frankly, steals the show. However, this is not a film review, so let me get back on track. George Valentin is the name of the character around whom the movie is based.

Take a look at your Business The people behind the business New members this month Tip of the month

an d M ore...

www.thebestof.co.uk/guernsey

He’s the silent movie star and at the beginning of the film he is enjoying huge success. He has fame and fortune in large amounts – all acquired through his success at silent movies.

However, as I’ve already said, times are changing and the “Talkies” have begun to emerge. Rather than embracing this new media, however, Valentin resists it with great vigour. He sticks with what he knows and understands.

After all that’s what he’s comfortable with and it’s brought him great success. Even when he gets dumped by his studio he pursues silent movie projects on his own and there’s a very poignant scene in the film when you see the previously packed cinema with only half a dozen people watching his latest film whilst, next door, the new “Talkies” have it packed to the rafters.

Continued...

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But in the last 10 years all of that has changed. Yellow Pages is dying, there’s another local newspaper closing every week in this country (and those that are left are read by the wrong demographic for most businesses) and word-of-mouth in the 21st Century is, of course, social media. The arrival of things like the internet, Google Ad Words, Facebook ads, Banner retargeting, use of SMS text, voice broadcasts, email marketing – these are the “Talkies” of our time.

It struck me that this is such a wonderful simile for so many businesses in the UK today.

There are lots of business owners who are hugely skilled and talented at what they do (just like Valentin was) but their stubborn refusal to move with the times – especially with regard to their marketing – means that their success is hugely compromised and their lifestyles diminished as a result.

Look at it this way, for 70 years after the war, if you were a local business in the UK, all you had to worry about in order to achieve success was three things: you took the largest ad you could afford in Yellow Pages, you relied a lot on word-of-mouth and if you were really ambitious, or a bit flashy, you took out an ad in the local paper. That was all you needed to do.

In short, pretty much everything about being in business is changing – just like in Hollywood in the late 20s, when everything about making movies changed as well. Those who adapted and changed with the times were the ones that flourished, those that didn’t saw their careers die. And so it will be the case for our generation in business.

The good news is, even if you haven’t done much with any of this “new fangled stuff” yet – it’s not too late to start. The ending of The Artist is genuinely uplifting and so it could be for you too … and here at thebestof we’re here to help you in any way we can. We’re as progressive as progressive can be, we’re plugged in to what’s working and we’re only a phone call away.

Have a great month...

e l o c i N & e t a K

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www.thebestof.co.uk/guernsey Update November 2012

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The People Behind The Business Dean De La Rue & Chris Hubbard of Ross Gower Group

Together we run Ross Gower Group, a Guernsey based Channel Island insurance broker providing private car, van and commercial vehicle, motorcycle, travel, home, building and contents and rally insurance. FREE quotes and instant purchases are available on our innovative website.

Who’s the most interesting person you have met?

Dean – My wife (she surprises me daily!)

Chris – Elton John in Piccadilly, 1972.

What are your vices?

Dean – I don’t have any!

Chris – Afternoon tea in a bone china cup with fruit cake.

My first job was..

Dean – Picking tomatoes after school for my father to clear a loan for my first motorbike. Amazingly I still like tomatoes!

Chris – Working in a car battery shop having to replace faulty batteries. We dreaded the older 60’s Jaguar as the bonnet had to be removed.

When you are not working where can we find you?

Dean – Cataloguing my stamp collection.

Chris – You won’t! I switch off my phone and involve myself in one of my many interests from fishing to renovating old vehicles.

Photograph: C re

ative Photogra

phy

What makes your insurance services different?

Dean – We’re traditional yet innovative.

Chris – We offer both an online and customer facing service. We believe this is quite unique in the CI. How would you describe Ross Gower Group in three words?

Dean – Past, Present, Future.

Chris – Pioneering, Innovative, Different.

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What’s the best piece of advice you have been given and why?

Dean – Live for today. (Justifies spending money you haven’t got!)

Chris – A rainy day is no match for a sunny disposition. (Helps see the bright side of life, no matter what!)

Your claim to fame?

Dean – I was once on a Guernsey postcard.

Chris – Scoring the winning goal in football on my 60th birthday!

What’s your next challenge?

Dean – Expanding Ross Gower’s footprint beyond Guernsey.

Chris – To play football until at least 65.

What were you hoping we’d ask you, but didn’t?

Dean – Shall we ask these questions over lunch?

Chris – What advice would you give somebody starting a new job?

Whenever you receive a letter that fires your emotion, never respond the same day. Always wait 24 hours; you will be more objective.

Ross Gower Group 01481 722222 www.rossgower.com

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Working Well...

Britain’s ‘Most Loved’ Car Dealer Opens Second Forecourt.

Bluchip has been successfully trading since 1999 and has imported over 1,250 vehicles to the islands, from £3,000 minivans to £100,000 supercars. Within just two months of joining the Best of Guernsey, Bluchip had received over 250 rave reviews on our website from satisfied customers.

Their local customers were more than happy to shout about the excellent customer service and attention they had received from the Bluchip team which resulted in them being awarded the following accolades in the 14 Days of Love 2012 campaign: • Voted ‘Most Loved Car Dealer’ in the British Isles 2012 • Voted 2nd ‘Most Loved Business’ in Guernsey 2012 • Voted into ‘Top 100 Most Loved Businesses in the British Isles’ 2012 “Since winning our award, the phone hasn’t stopped ringing! It was a humbling experience reading all of the positive testimonials we received. It really makes all the hard work worthwhile”.

Jamie Lowe – Bluchip Vehicle Imports

our y e r a “Sh s and e s s e succ cole i N & te let Ka hat bits w know stof are be of the rking wo u.” for yo

For any Guernsey business to get listed in the top five in their category nationally is a phenomenal achievement, let alone coming top! There are thousands of businesses represented across thebestof network, and many of the areas are a lot bigger than our little island, so it’s a real testament to how highly regarded Bluchip are by their customers.

Following their award success Bluchip has seen a dramatic increase in business. So, in May 2012 they took the plunge and opened a second forecourt at L’Islet crossroads, in addition to their Southside premises, to cope with demand and give customers more vehicles to choose from. The L’Islet forecourt allows Bluchip to display another 25 vehicles, so they can now showcase 50 in total with the 25 they can display from Southside.

“I’ve been a member for 8 months now and Kate and Nicole have totally transformed my business! Winning the award has helped us meet so many great new customers, it’s unreal! Never in a million years did we think we’d win that title, but I guess if you are doing something At thebestof Guernsey we are on the right, your loyal lookout for other great members. customers will This month we are looking for.... support you.

• Plumbers • Butchers • Garden Centres and Nurseries • Tyre Dealers

Jamie Lowe – Bluchip Vehicle Imports

If you know a business that fits the bill please contact the team...

01481 246822 www.thebestof.co.uk/guernsey Bestof-Guernsey-Nov.indd 4

If your Aerial-I Photography business is a bit www.aeriali.net/shop---creative down in the doldrums but you firmly believe you have a great product or service I would 100% recommend you speak with Kate and Nicole as I did, to help you promote your business. They will help you kick start your business in ways you never thought possible! I’m really glad that Bluchip are part of thebestof Guernsey.”

Bluchip Vehicle Imports The Import Centre, Southside, St Sampson Guernsey, GY2 4QL 01481 200390 www.bluchip.gg

Update November 2012 01/11/2012 11:42

We’ve uncovered more hidden gems over the last few weeks. A big welcome to the following businesses who have joined us recently:

Give them a call & make them feel welcome Emerge

Cobo Bay Hotel

…offers a range of standard or tailored accounts and finance training and development courses to local businesses as well as individuals.

…is the Channel Islands’ highest rated AA 3 star hotel offering stylish accommodation, function rooms, restaurant, conference facilities, beach terrace and live music with an unrivalled beachfront location on Guernsey’s beautiful west coast.

Call: 07911 715550

Call: 01481 257102

Renegade Motors …is the Channel Islands’ Premier Motoring Hub providing the latest listings from private sellers, used car dealers and stock from some of the finest car and motorcycle dealers in Guernsey & Jersey.

Call: 07911 732595

X The Finish Line Personal Training …will help you achieve your fitness goal whether you’re a sports person at the top of your game or want to lose weight and tone up.

Call: 07781 458888

Quintessential Relocation Consultants

Office Projects

…are the leading independent relocation agents, providing bespoke relocation and property finder solutions for private individuals and companies seeking to move their home, staff or business to the Channel Islands.

…has been providing office services for over 15 years.

Experts in office design (CAD), office refurbishment, project management, office furniture, office supplies & stationery and partitioning.

Call: 01481 257200

Call: 01481 234490

Oliver & Company

Doghouse

…are business continuity and risk management specialists, providing a complete range of cost effective recovery strategies to protect your business. They match qualified consultants to your needs; from small projects to managing full programmes.

…is Guernsey’s most active live music venue with regular entertainment from some of the best tribute acts and local bands.

A popular sports bar offering quality gastro pub food, a great selection of drinks, and excellent service - all under one roof.

Call: 01481 251683

Call: 01481 721302

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What you are up against I get direct mail from Charles Tyrwhitt most months.

They send a lot of mail. Not only that, but it’s really good direct mail which, I expect, generates them a lot of sales.

Now some of you may be thinking what on earth has a men’s shirt retailer got to do with my business – and the answer, I think, is “Quite a lot actually”. You see, companies like Charles Tyrwhitt and Laithwaites Wine set the standard by which all marketing communication is judged. And that means that if your marketing does not communicate as effectively and engagingly as these guys do, then it will not be as effective.

I’ve shown a couple of examples of Tyrwhitt mailings on this page. Take a look first at the envelope that the package arrives in (it’s got the close up of the shirt & cufflinks on it. On the front of the envelope, not only is there a very clear offer (and I love the use of the words “prompt orders”) but there’s also that wonderful statement “Why Proper Shirts Matter”. Think about this for a moment. Think about the positioning that this mailing has when a man (or a woman for that matter) is sifting through the mail and deciding what to open and what to throw away. The implications of those four simple words on that envelope are significant. They are positioning Charles Tyrwhitt very clearly. They are sending a message to the customer that their life will be improved if they wear proper shirts … this is really smart. Really simple. But it needs a lot of thought.

Next, look at the back of the envelope. It’s got on it the sort of content you’d normally find on the front of a glossy magazine. Look at the words that have been used, every one of them crafted to entice whoever is holding this envelope to open it and gorge on the contents inside.

Each of the six short sentences on the back of this envelope are designed to give six separate reasons why the customer should take a look inside. Very important this – those phrases on both the front and back of that envelope are designed to get the envelope opened – NOT sell the shirts. So many business owners forget this. When they’re putting marketing material together,

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they try and sell the product in the leaflet or the flyer when, in truth, the purpose of the leaflet or the flyer say, is simply to get the customer to pick up the phone and have a conversation. I see this time after time, week after week with lots of businesses.

Golden Nugget 1: Make sure you are crystal clear what the objective of your marketing piece is. In this case, someone at Charles Tyrwhitt has spent considerable time and effort designing the words and layout that will go on an envelope – the objective of which is to get it opened.

This matters. A lot.

When I opened the envelope, what was actually inside it was a 36-page catalogue. A4 size with plenty of nice photography and lots of shirts, cufflinks and ties.

Everything mentioned on the envelope is included and, in truth, the catalogue feels a bit more like a magazine than a standard catalogue.

What really caught my eye though – and is truly world class marketing – is page 4, which I’ve reproduced in full for you on this page. Its heading is “What Makes a Charles Tyrwhitt Shirt a Proper Shirt?” and then there is a list of the 10 “quality credentials”.

What this page does is tell their customers why they should buy a Charles Tyrwhitt shirt as opposed to any of

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the other dozens of manufacturers available in the high street.

Look closely and carefully at how each of those 10 points are constructed.

Did you see how each one begins with a feature and then links that feature to a benefit?

This is another basic marketing premise that so many business owners get wrong.

It’s easy – and lazy – to just list your features. But people don’t buy features. They buy benefits and if you don’t articulate your benefits in a crystal clear manner then you’ll be missing out on sales. Period.

Let’s look at some of the examples here: 7. Crossover stitched buttons (feature) … don’t fall off (benefit); 4. Twin needle stitching (feature) … for a clean, smart look (benefit).

5. Side gussets (feature) … for reinforced strength (benefit) and extra long shirt tails (feature) that stay tucked in (benefit).

You get the picture?

The significance of this is that some of your customers will buy Charles Tyrwhitt shirts.

They’ll receive marketing material from Charles Tyrwhitt. It doesn’t matter that you don’t sell shirts – it matters that your marketing is not of the same standard as they’re used to and therefore your business will not be perceived in a comparable way.

In many respects, it’s like comparing amateur dramatics to a West End show. See two performances in the two different venues on two consecutive nights and you’ll be left in no doubt as to the massive difference between them.

Golden Nugget 2: I’m on a lot of mailing lists. I go out of my way to get on people’s lists so that they send me their marketing material. That way, I’ve got a good feel as to what’s going on out there.

When I see good stuff, either in the mail, or in an advertisement say, I keep it in my ‘Swipe File’ so that when I’m building my own marketing, or helping one of our thebestof businesses with their marketing, I’m not starting with a blank piece of paper, but I’ve got different points of inspiration and ideas from which I can draw.

If you’re a business owner and you’re serious about taking your business to the next level then you know that the quality of your marketing will play a big part in this and building your own Swipe File can make getting that quality marketing right much, much easier.

And it’s fun!

www.thebestof.co.uk/guernsey Bestof-Guernsey-Nov.indd 7

Update November 2012 01/11/2012 11:42

thebestof Guernsey is run by Kate Heywood and Nicole Bromley.

Our aim is to provide the best businesses in Guernsey with a

world class marketing service.

We’ll raise your profile, connect you to new contacts and customers - and maximise your business potential.

We really do care about every one of our Business Members and we are there every step of the way to ensure that thebestof works for you.

1. Testimonials 2. Dual-branded postcards 3. Newsletters 4. Commercial photos 5. Certificates 6. Brand Awareness 7. Campaigns 8. Bus Promotions 9. An Evening with 10. Social Media 11. Blog 12. Events 13. Video 14. Special offers for members 15. Online Banners

Our 17 marketing tools

16. Mobile Website and App 17. Website feature

Our aim is to passionately promote the best businesses in Guernsey with a broad range of online and offline marketing initiatives.

Every business we feature has been recommended by local people so you can use them with confidence knowing they truly are one of the best at what they do.

Call Us: 01481 246822 Email: guernsey@thebestof.co.uk

Coming Soon

The Best of Guernsey Christmas Party Thursday 6th December, 7pm – 11pm, Hotel Bon Port Our next event will be a dinner and dance Christmas party with mulled wine and a 3 course buffet dinner of fine Christmas fare from Hotel Bon Port. We will then be treated to a disco and entertainment from the fabulous Q-Sky. This is a special invitation for you and/ or your team members to join other local businesses to celebrate the year and let your hair down. This is a FREE event to recipients of this newsletter. Please let us know if you can make it asap as there are limited places available.

We hohohope you can make it!

Getting thebestof your Membership Sessions Free, bi-monthly sessions designed to bring new and existing members and their employees together to find out how to maximise the services of The Best of Guernsey.

Our first session will be at the end of November.

Book your place today email: guernsey@thebestof.co.uk or phone 246822

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