7 reasons why creative marketing works – no matter your industry

Every business knows how vital marketing is, but are your old marketing tactics looking a little tired? Here are seven tips to help your business get its creative marketing juices flowing.

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10th April 2009 at 8:11 am

Marketing is key – no matter what your business
If you’re just starting out, then depending on the industry you are entering, you may hold marketing as being secondary, in many respects, to your day-do-day focus on ‘just getting the job done’.

This may be particularly true for tradesman and those entering the service industry, but I’m living proof that no matter what your service or business offering, an active and creative marketing strategy can prove invaluable.

A plumbing firm may be the last place you might expect to find a comprehensive marketing strategy in action, but it’s played a key role in the ongoing success of Pimlico Plumbers.

Research is a key part of the marketing process so you are only as good as your research. Spend time finding out the facts about your potential customers and also about your competitors as that is the best way to always stay ahead of the game.

Communication is key – mix it up
Marketing is a way to engage new customers, which is so important when, in the current climate, financial pressures may cause your current customer base to shrink, that said, it also encourages existing customers to stay with you. There are now more channels of communication than ever before, and if you get a good mix across the board then you could soon reap the benefits.

Established business?– get back to basics
When you have been in business a while, especially as a small-medium sized business, or when time pressures are tight, there is a tendency to focus only on what has worked in the past. If a certain channel of communication has proven successful, then it can be tempting to just keeping doing it. Whilst it’s fair to say that ’if it ain’t broke don’t fix it’, it is also important to be aware that there are now more communications channels than ever before, so it important to be aware of new opportunities to have a look at any areas which you may have let slip. Get back to basics, refresh the activity you are doing and make sure you are covering all the angles.

Equally, when business is booming it can be easy to place marketing on the back-burner. But when your busy spell inevitably starts to slow you may find yourself behind and even back to square one. You have always got to stay one step ahead of your competition!

Communicate – don’t forget the power of public relations
PR is an essential part of the marketing mix. It can take many shapes and forms, but ultimately helps communicate your business messages to those key audiences you wish to reach. If PR is not something you are familiar with, then don’t be afraid to seek professional support from experts. One skill for any entrepreneur to learn is knowing when to delegate. I know what I’m good at and I know when to use the outside services. Currently Pimlico use the services of two PR agencies, who work closely with our internal PR Manager to maximise, devise and manage the opportunities for Pimlico to be seen and heard.

Get online – take advantage of the web
Having a clear, user friendly website has never been so important. Now, more than ever before, consumers are accessing the internet and using it as a research tool, to help them make an informed decision on future expenditure, and to choose their supplier. Investing in your website and making sure it is up to date with the latest prices, contact details and business developments is vital to ensure you are not missing out. Your website is the electronic face of your business. It communicates your brand, your services and your values, so make sure it is saying what you want it to say and keep it up-to-date

Are you twittering? – social networking could help your business
The internet is now a daily part of many people’s lives and millions of individuals are now members of social networking sites and other new media. Businesses are increasingly seeing the benefits of social networking sites as a way to engage with customers on a further level. Along with newspapers, magazines, campaign groups, industry figures and politicians, anyone keen to communicate is now getting involved. See if a presence on a social site could benefit you.

If times are tough – consider carefully before making cuts
When times are tough and budgets are tight the first casualty can often be marketing spend. But I would advise anyone thinking of cutting back to consider their decision carefully. When competition for work grows, you need to ensure you are visible, available and providing the best service you can.

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Charlie Mullins

Charlie is the archetypal entrepreneur having started his business from scratch and then building it into a multi-million pound enterprise. He left school with no qualifications, but after a four year apprenticeship had enough plumbing experience to start his business, Pimlico Plumbers, which now generates a turnover in excess of £15m and boasts many well known names among its many clients. http://www.pimlicoplumbers.com

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  1. I thought this was a very interesting article; especially given the present economic climate.

    I own a Construction Recruitment agency and have marketing a powerful tool to reach a wider audience than just picking up the telephone or sending the obligitory ‘have you got any jobs..’ emails.

    In this present climate, I firmly believe that creativity is the key to riding out the storm and ultimately outlasting your competition and no where is this more prevalent in marketing.

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