This article appeared in the Bath Evening Chronicle on 29th August
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Small businesses in the Bath area have been urged to do more to promote themselves.
Jane Silk, chairwoman of the Chartered Institute of Marketing’s (CIM) Bristol and West branch, said many Bath firms were losing out because they were treating marketing as a luxury which only big companies with household names can afford.
“Numerous studies have proved that nothing contributes more to bottom-line success than marketing,” she said.
“Many local businesses rely on the power of their reputation to secure business.”They do a good job and think that the only marketing they need is waiting for the phone to ring, or rely on instinct and word of mouth for their leads. But a more scientific approach will be successful in the long run.
“They must make their business decisions on a sound understanding of their own strengths and weaknesses, those of their competitors and the prevailing state of the market.
“This understanding can only be achieved by solid marketing research and not by listening to hearsay and speculation.”
She has come up with ten top tips to help people running small businesses in the region boost their reputations and profits.
The tips are:
Focus on what you want to tell your customers and what they want to hear.
Generate personal contact and keep in close contact with clients.
Stick to what you are good at. Leading brands stand out because they do one or two things better than anyone else.
Branding is important so guard your reputation with care.
Advertising. Remember that your campaign must attract attention, generate interest, provoke the desire to use your services and it must prompt action.
Use the power of the press. Public relations is a powerful marketing tool and if you have anything interesting to say, make sure the relevant press knows about it.
Be flexible. If one promotional technique does not work, try a different one until you find the right mix.
Measure the results. There is little point in launching a marketing campaign if you do not understand what it has achieved for your business.
Consider getting professional help. A couple of days’ assistance from a well-qualified and experienced consultant may not be expensive and should quickly pay back more than the initial outlay.
Spend time learning the theory. Invest in a good book on the subject of marketing, or consider taking a course that covers the basics. This will help you feel more confident about the marketing decisions you need to make.
For information on the CIM, visit www.cim.co.uk .