To market newsletter may jun14 email file jpeg copy

Newsletter What’s

May/June 2014

Just do it As we hurtle to the middle of the year, how are your marketing activities serving you?

Have you managed to get some of your plans off the ground? If you’re doing the same old things with little results is it time to think of some fresh approaches that will resonate with your targets?

Whatever you plan do marketing-wise the key thing is to DO IT! As business optimism picks up in the UK, people are more confident about investing in products and services – if you’re marketing to those people now it could be your product or service, they buy, but only if you let them know you’re there!

Need help to make it happen?

Call 020 3284 1978 for a free telephone consultation.

Jo Sealy

HOT

Growth hacking

Its purpose is to drive growth, quickly and according to The Marketer magazine it’s done through cheap digital means. Some say growth hackers are a hybrid of marketer and coder with a drive towards creating viral campaigns. Others claims intellectual curiosity and deterimination are the most important character traits. Successful growth hacking examples: Dropbox offering an extra 500mb of storage to customers who brought in a new member. This lead to a 60 per cent increase in Dropbox signups.

You Tube providing an easy option of “Embedding” its videos. This makes it seamlessly easy for users to upload their YouTube videos and run it like a video player on their own website. The results have been astonishing – You Tube now has more than 1 billion unique visits each month with more than an hour of video uploaded every second.

Design Directions: Do you need to rebrand?

Your business may be growing, but is your brand keeping up? How do you to decide if your business needs a rebrand? Consider these important factors when assessing the value of a rebrand: • equity measurement • market differentiation • brand awareness, relevance and vitality • consumer personality, preference, usage, associations, and emotional connectivity If your business can improve in these key areas, you may want to think seriously about rebranding.

1. Gain competitive advantage Sidestep the competition and increase your market share through an updated image.

www.to-market.co.uk 020 3284 1978

2. Stimulate growth Rebranding can help you to cater more efficiently to current customer demands.

3. Long-term market expansion As any small business prospers, a rebrand can reflect the larger, more sophisticated one it has become.

4. Innovation = profitability Technology and business development are often inseparable. Any brand associated with technology must keep pace within its sector.

Credit: Sookie Shuen, Small Business Update 2012

For design enquiries contact: tash@to-market.co.uk

Advertising & Marketing for creatives, food and small business

Client Feature

Texcel Technology

Electronic Manufacturing Solutions

About

Texcel Technology Electronic Manufacturing Services (EMS) specialises in the design and manufacture of advanced electronic assemblies for a wide range of industries both in the UK and overseas. www.texceltechnology.com

Marketing Challenge

To create a marketing plan that would support Texcel’s ambitious 3 year growth plans.

Texcel operates in a highly competitive market where moving to a new supplier can require a considerable investment. The company was looking for an agency that could work with them to create strategies that would nurture their considerable contacts database, support their sales team and build the company’s profile.

Approach To Market provides a full marketing agency services which includes: • Email marketing • Print – brochures, flyers, etc.

• Online – set up of social media and initial management • Press – liaison with journalists, releases and editorial • Film – two films with more in the pipeline • Exhibition stand

www.to-market.co.uk 020 3284 1978

Testimonial: “I have worked with Jo and her team for nearly 3 years, and she has been an inspiration.

My past experience of marketing people was not over positive, comparing my limited resources to Coke or Burger King only annoyed me, but I have found To Market to be practical, imaginative and a real asset in helping me formulate and produce a range of marketing campaigns and brochures. She maintains a good sense of humour whilst delivering sound advice.”

Peter Shawyer, Commercial Director

How are you developing yourself so that you can nurture your own skills?

Mouthpiece This might be a little hard for you to hear, but social media is not always the best marketing approach for businesses to adopt. OK, it’s cheap to do if you’re prepared to exploit a few unemployed graduates in the guise of offering internships… but building Facebook fans and Twitter followers for next to nothing is unlikely to grow your business on its own.

All too often businesses leap feet first into social media without any tangible goals and justify doing it because everyone else is at it, and because proponents find it fun to do.

The growth in online channels when coupled with the expansive traditional offline marketing options presents a complex set of choices from which to weave coherent and effective marketing campaigns. This is a process that many organisations, without any depth of all-round marketing experience, find daunting. But the truth is, successful marketing still requires targeting the right people with the right messages at the right times through the right channels. The mistake many businesses make is using the same tactics at their various customer touch-points, which rather than building on the message alienates the customer.

There has been a gradual move away from planned strategic activity to a rolling tactical model which dilutes messages but it tends to fit into the low cost, low returns approach many businesses have accepted in times of austerity.

Building an integrated campaign around a ‘big idea’ is still the most effective way to develop success but it does demand a wider set of skills to meet the needs of traditional outbound marketing with the more social aspects of inbound marketing.

It’s the preparation and planning that’s critical in the process to ensure you know who your customers are, where they are, what interests them and when they want to be contacted.

Need help? Call 020 3284 1978 for a free telephone consultation.

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TM takes a lo Personal Development

You probably spend a lot of your time doing the best by your clients, but what about you – how are you developing yourself so that you can nurture your own skills?

The benefits of business coaching

A coach brings an impartial perspective into your business. This can give you valuable insights into improving overall company performance that you may not have thought of. There are many areas that a coach can help you with. Maybe you want to develop a vision for your business or have guidance on obtaining outside funding? Or you need help developing and maintaining confidence, interpersonal skills, time management or organisational skills? Coaching can help you define your goals and focus your time and attention on the really important issues to enable your company to grow innovatively.

Susan Williams Director/ Founder, Vision On susan@vision-on.co.uk

Blogs Mean Business Have you started a blog and then given up on it? Or perhaps you’re not convinced about its value? A blog will help your SEO (Search Engine Optimisation) by adding more and more keyword-rich content for search engines to trawl.

Plus Google loves sites that change regularly.

Blogs are a great way of spreading your knowledge and building your reputation as the ‘go to’ person.

They also create juicy content to share on social media and build relationships with everyone who reads, promotes or comments on them - generating leads and sales.

Sally Mayor Copywriter & Blog trainer www.wordnerd.co.uk

Advertising & Marketing for creatives, food and small business

g Marketin e Challeng Wood Street Indoor Market

About Wood Street Indoor Market in East London has been open for over 30 years.

The Wood S 24

Let’s Go On A Bear Hun PRIZE DRAW!

This is the place to find unusual second hand How to join in: furniture, antiques, an amazing collection of retro & vintage music, vinyl and shellacs. There 1. Testimonial: Search for the bears in the Wood Street Market shops – “To-Market has just completed a is also picture framing, cake decoration and you’ll need the ones with the numbers on them.

6 month campaign contract covering various other Arts and Craft shops. In all there 2. PR Write down the number from each bear on this form & Marketing at Wood Street Indoor are about 50 units to walk around.

3. Market.

Post thisWe form in thetoentry box inthe the centre of the marke wanted increase Following a recent regeneration in the area, the for a chance to win a great prize! publicity of the market since its market has recently begun to find interest from regeneration. This included maintenance artists and makers who are seeing the potential There are 16 bears to find around the market – of news and information on our website, in the niche retail spaces and in the community setup and running of our social of collectors and antique dealers.

1.

2. media, placing editorials and adverts in local and Marketing Challenge specialised newspapers and magazines 4.

5.

To increase the profile of the market within and promoting and organising events. the local area, specialist bloggers and ‘what’s They put regular listings in magazines on’ networks, promoting reasons to visit 7. such as Time Out and also8. got us and highlighting its unique indoor shopping radio time. experience. with and very 10. I found them easy to work11. professional. The campaign was a success Approach and we had an increase in footfall to the To Market created a comprehensive plan of 13. market, and our social media 14. followers action that would promote the market in the increased considerably - and continues immediate area on local networks and included: 16. to do so.”

• Designing a programme of seasonal

Julie Davis,

activities held at the market Owner/Manager This section must be completed for inclusion i • Regular posting to What’s On sites and key

bloggers to promote forthcoming events • Photography Name of child: ___________________________________________ • Liaising with market traders • Email marketing Accompanied by:  Mum  Dad  Aunt/Uncle  Grandparent  • Create appropriate press lists,

write and dispatch press news

Adult’s name: ___________________________________________

www.woodstreetmarket.com

Address: _______________________________________________

Email address: ____________________________________ Contac

 I consent for my child to be entered in this prize draw  I am happy to be contacted by Wood Street Indoor Market about  How did you hear about this event? _______________________ www.to-market.co.uk 020 3284 1978

Advertising & Marketing Signature: ____________________________ Date: ____________

for creatives, food and smallwww.woodstreetmarket.com business