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4 Steps to Creating Customer Value

Fri, 24 August 2007 12:00 GMT

Whenever we buy anything - consciously or subconsciously we work out the value of the item to us. It's such an automatic response - that we're seldom aware that we are doing it. Marketing-savvy businesses are very aware of this 'value' thought process, and hone their offers so that the service or product is irresistable to the potential purchaser.

5 steps to a winning Executive Summary : Strategic Bidding

Sun, 10 April 2011 12:00 GMT

Writing a bid, pitchbook, or proposal? The most important page to get right is the Executive Summary - the single page at the start of the bid document that summarises the key points.

6 ways to cut through the noise I

Thu, 21 October 2010 12:00 GMT

There is so much noise out there - unless you make it easy for customers - they won't take action. As simple as that. But what is the thing that will motivate people to take action. From experience - there isn't a magic bullet that will work every time. But there are six things that will help you cut through the clutter... Here's the first three:

6 ways to cut through the noise II

Tue, 16 November 2010 12:00 GMT

Okay, you've built a foundation of relevance, credibility & evidence! What next? Communicate! Keep talking to your customers! Make sure you're not talking at your customers - but try to engage in dialogue. Keep them interested. In this context mass communication is dead. To win, you need to focus on the person. Here are three tried and tested communications tools to help you cut through the noise:

A Case for Case Studies

Wed, 17 September 2008 12:00 GMT

Case studies have long been seen as an effective way for companies to tell their story. To let people know what work they do, who they do that work for, and importantly, what their customers think about the end-result!

April Fools Marketing

Thu, 17 April 2008 12:00 GMT

We've seen a rash of April Fools this year. Some better than others. But, one thing is sure, telling tall stories is a serious business. April Fools can be very good for business. However, it has to be exceptionally done well. And needs to follow the simple rules of communication. Your Apil Fools' campaign needs to:

April Fools: Where Like Minds Meet in Jest?

Thu, 1 April 2010 12:00 GMT

Once again, we've seen an avalanche of April Fools today. However, you need to be really clever to stand out - or be so obscure - that only your tribe will get it. Telling tall stories is a serious business. April Fools can be very good for business. However, it has to be exceptionally done well. And needs to follow the simple rules of communication. Your April Fools' campaign needs to:

April's for fools >

Fri, 1 April 2011 12:00 GMT

One of the best April Fool's I've seen this year ...

B2B Customer Marketing: The cost of not knowing who your customers are

Mon, 10 May 2010 12:00 GMT

Run a B2B business? Do you really know who your customers are? Is that a question you find easy to answer?

Create an edge in your market

Sun, 22 April 2007 12:00 GMT

Previously I've spoken about being Number One in a market and how that can create a competitive advantage. But, here's what you can do to create a competitive edge. There are some easy tactical things you can do that will begin to set you apart from the rest. And, if you hadn't guessed - it's the little things that count.

Customer Hot Buttons

Sat, 23 June 2007 12:00 GMT

There a number of fundamental things you need to get right in business. Getting to know your customers is the No. 1 Business Essential. Having a clear understanding of who your customers are will help you communicate more effectively, connect with your market and drive more business and revenue.

Customer Loyalty = Love?

Tue, 21 July 2009 12:00 GMT

Just seen a great definition of customer loyalty on LinkedIn Questions: MAGIC + VALUE + RELATIONSHIP = LOYALTY

DeMontfort University Thanks

Thu, 5 May 2011 12:00 GMT

Thought I'd share this with you ... over the moon that a talk I gave earlier this year has inspired the next generation of marketers, business people and entrepreneurs!

Get your customers to say I do

Thu, 14 February 2008 12:00 GMT

Getting people to buy isn't a simple process.

You sell but your customers buy. You have a sales process and your customers have a buying process.

How do I create a great CV : stealing ideas from marketing

Tue, 12 April 2011 12:00 GMT

Want to create a great CV that gets read and people take notice of? You can, using some very simple marketing techniques. We've helped a few friends to hone their CVs and land fabulous jobs, by using common-sense marketing techniques.

Thought we'd share some of that learning here.

Just a thought

Fri, 28 October 2011 12:00 GMT

Who do you really think drives your business success? Is it your direct paying customers? Or their customers? The people who actually use your product or service.

So, who do you focus on? Where do you put all your effort? Pleasing the customer or creating something that users will rave about? It's simple really, if you don't excite users, your customers (the guys who sign the cheques) won't get excited either. Users drive sales. Customers only buy because they see there is a ready market - and they're onto a sure thing. They're only really interested in the bottom line and making a good profit. If users aren't going mad about your product or service - where's the incentive?

So, how do you treat the users of your products and services? Do you engage them? Talk to them? Or, ignore them?

NewCo to ?? : How to launch a new business in three months

Sun, 8 January 2012 12:00 GMT

It has been quite a week for aardmaan.

We celebrated our tenth year in business, supported the World Record attempt to get a record number of comments on a blog post in 24 hours (see #comment24 on twitter) in support of RNLI.

Completed finishing touches to website in time for launch of a new company and worked on a major web project.

(However, the 5:30 to 22:30 (Monday to Saturday) these last few weeks, aren't our usual hours!)

Should B2B techs twitter?

Wed, 22 October 2008 12:00 GMT

The social media phenomenon of twittering is spreading over into the business world. If you work in high-tech, chances are if you don't twitter, somebody may be twittering about you...

Talking to me?

Tue, 30 June 2009 12:00 GMT

Words. They're probably the most important thing on your site. It's the one thing that will persuade people to stop and browse - or get away as quickly as they can. Writing for the web is different from any other medium. People read slower off a screen than a book - so you need to be able to interest them quickly. I've been writing for the web and digital media since 1994! We've learnt a few tricks along the way. Before you start writing, you need to get the basics right:

The 7Ps are dead - long live the customer

Sun, 20 May 2007 12:00 GMT

For decades marketing students have been taught the 4P's and the 7Ps of Marketing. You know them: Product, Price, Place, Promotion, People, Process, and Physical evidence. There are even more Ps if you are really interested. Not that they aren't important - but they are simply elements in the execution of the bigger marketing picture.

The art of storytelling

Thu, 24 January 2008 12:00 GMT

Storytelling is the most powerful tool we have as communicators. It is the most ancient of art forms and goes right to the heart of what makes us human.

Too busy to celebrate our birthday?

Wed, 4 January 2012 12:00 GMT

It is our tenth birthday this week! We opened the doors for business the first week of January 2002. Those ten years have flown - and the tenth anniversary sort of snuck up on us! We've been so busy with projects for clients that we put our own celebrations on the back-burner!

Understand your customers in 4 steps

Tue, 18 January 2011 12:00 GMT

There a number of fundamental things you need to get right in business. Getting to know your customers is the fundamental to your business success. Having a clear understanding of who your customers are will help you communicate more effectively, connect with your market and drive more business and revenue.

What's in it for your customers?

Thu, 24 July 2008 12:00 GMT

So you think you are the fastest, the smartest, the smallest, the brightest, the best ... so what! What does that mean to your customer? He or she probably isn't interested. They're only really interested in WIIFM ... "What's In It For Me?"

What's your value proposition?

Wed, 26 September 2007 12:00 GMT

Many years ago Peter Day of the BBC tracked down Scott Adams, creator of the Dilbert cartoon strip, for an interview. Scott made one serious point that successful companies consistently made the best products and services that people wanted to buy and also concentrated on the means of getting the product to the customer.

Where have all the adverts gone?

Thu, 22 May 2008 12:00 GMT

We've seen some clever advertising in our day.

Some very powerful messaging and imagery. Ads that were witty, entertaining and engaging.

Would you hand over your marketing budget : to one client?

Thu, 5 May 2011 12:00 GMT

Here's a question! What would you do if an important and valuable client asked you to do something you felt uncomfortable with? In effect, asked you to "donate" a quarter of your marketing budget to their cause? With no discernable ROI if you did!