Technical Marketing Diary

Trade press - the quality publications

2012-01-24T11:26:00.000Z

The last blog - "The changed role of trade press" - brought a deserved rebuke from an editor for failing to mention the quality publications. At the centre of the blog item was the old and on-going practice that evolved from 'colour separation charges' into the now quite open charge to print press releases. A subject also picked up today on another blog. At one end of the publishing spectrum

The changed role of trade press

2012-01-19T11:21:00.000Z

Despite the growth of online news and failure of some established trade journals, there is still a proliferation of titles. So what has happened? Before the Internet, the trade press played an important role in publishing news about a company and its products. Generally speaking editorial content was published on the merits and news interest of the story and not, in an ideal world, by the

No time for the detail

2012-01-11T09:33:00.002Z

Despite, or perhaps because of, the proliferation of productivity devices and applications fewer people now appear to have time to look at any detail. The fact is many of them never did anyway. They were happier firing off one line commands rather than collecting information, analysing data and determining a plan to successfully accomplish a task. Strangely people with limited attention to

Is Facebook important to your marketing communications programme?

2011-12-19T19:42:00.001Z

Facebook seems to be a bit like Marmite. You either like it or hate it. We have clients who really love Facebook and have embraced it as the lead platform in their social media strategy. On the other hand we also have clients who totally reject it, regarding it as having little to do with business. As an agency we are constantly looking for results that support the resource put into Facebook and

Innovate or die

2011-12-19T10:11:00.000Z

We live in a culture where so much business activity has a numeric target attached. Targets are everywhere today. Not just in business, they have even spread into the public sector

The customers know best - do they?

2011-09-05T17:12:00.004+01:00

Do companies that use focus groups develop the most successful products? The answer is probably no. Gathering together a cross section of customers to determine the specification for a new product development is unlikely to result in a sure fire success. While customers can usefully comment on existing products or on even advanced prototypes, they are unlikely to provide the key to a winning

Show and tell

2011-08-31T11:29:00.001+01:00

Of the social media tools, YouTube is one that offers a new, different, affordable and useful marketing channel. Telling a story on video can add greatly to showcasing products and interviewing satisfied customers who are endorsing your products. So why are many b-2-b companies slow to utilise this great communications channel? There are many online video sites, but YouTube seems to be the

B-2-B blogging

2011-08-23T12:09:00.000+01:00

Of the leading social media tools mentioned previously, the blog is possibly the easiest to include in a b-2-b marketing programme. The blog can be regarded as an informal publishing tool for press releases - but there are important differences. A Virtual News Office (VNO) is better for publishing formal news releases as it caters for the needs of the press, such as offering downloads of high

Continuing the social media question - Facebook.

2011-08-18T15:43:00.000+01:00

Columnist Mark Ritson writing recently in Marketing Week - The seven dumbest sins of social media - sparked off considerable debate about the effectiveness and value of social media as a marketing tool, not least in eliciting a response from the publication's editor who replied: "But all three of these social networks (Facebook, Twitter and Google+) are still in their infancy. We’re still

How can you use Twitter for b-2-b marketing?

2011-08-09T09:29:00.001+01:00

Twitter can be useful for publishing headline news with links to a more detailed story as an extra channel in a b-2-b PR programme. Journalists and broadcasters have latched on to Twitter in quite a big way. Twitter appears to be a useful source of news leads so it is not surprising that journalists monitor or 'follow' various accounts and frequently news reports cite Twitter as a source. TV

Are b-2-b marketers engaged in social media?

2011-08-04T09:41:00.001+01:00

How are b-2-b marketers exploiting social media opportunities? Many of our b-2-b clients were late adopters of web sites. Now of course the web site is probably their most important marketing tool. But at the time they saw no need for a web site, not that is until they realised that suddenly their competitors had them and what we had been telling them for years was indeed happening. It is a

Do you have a strategy for today's diversity of media?

2011-07-27T16:20:00.000+01:00

When there was just print media there were a few ways to go, but online media is bringing a diversity of communication opportunities that calls for a review of marketing strategy. In our recent series of blogs discussing budgets we noted how traditional display advertising was still a big ticket item, if not the biggest, for many b-2-b marketing budgets. Similarly exhibitions continue as a

How are press releases evolving?

2011-07-21T19:08:00.000+01:00

The traditional press release has moved on as news publication platforms proliferate. The traditional press release, usually accompanied by a 5" x 7" glossy print and mailed to the editorial desk is presumably no more. Maybe some traditional agencies continue to issue double spaced stories typed on client headed press release paper and avoiding paper clips that might scratch the glossy photo in

Do headlines tell their own story?

2011-06-27T10:01:00.001+01:00

In today's quick consumption, time deficient world, headlines are becoming the story. Sensational headlines on news vendors' placards are traditionally written to capture attention, introduce a story and sell a newspaper, but today thanks to the 140 character limitation of Twitter, the headline is becoming the story. Twitter is particularly interesting as the established news organisations

Talking about marketing strategy

2011-06-20T14:44:00.001+01:00

The purpose of a marketing strategy is to help a company deliver its business objectives. It follows that first of all there should be a business plan that sets out what these objectives are accompanied by a strategy for achieving them. In many companies the business plan can often be dominated by financial projections including revenue forecasts and investment in capital expenditure. Both

Talking about technical marketing

2011-06-13T10:08:00.000+01:00

Why is it consumers will pay a premium price for a product far in excess of its intrinsic cost? The answer is that the product bears a logo representing a brand that is desirable to the consumer. They are not just purchasing a product – they are investing in a life style choice, ownership of that product is aspirational and makes a powerful statement to their friends and

Time for b-2-b companies to review the marketing budget

2011-06-06T17:48:00.001+01:00

Investment in marketing should deliver valid returns just the same as for investment in other business assets. Accordingly there should be a Marketing Plan that is designed to help the company achieve its business objectives and an essential part of that plan is the Marketing Budget. Recent blogs have asked some searching questions about the value of investment in the most commonly used

Creating the marketing budget

2011-05-31T09:08:00.000+01:00

A simple spreadsheet can provide a useful tool for creating and controlling the marketing budget. The most important thing is to both have a budget and to monitor expenditure against plan throughout the year. The budget is the financial expression of the Marketing Plan which provides the strategic vision, rationale and implementation programme. The budget also helps impose a discipline and

Influencing the great and the good

2011-05-22T10:29:00.001+01:00

Prospective buyers can base their buying decisions on what you tell them about your product, what users say about the product and what people they trust for their expertise say about your product. Product information can be presented at various levels of detail, from a brief overview to detailed specifications and operating instructions. User experience is traditionally in some form of

Does direct mail still work?

2011-05-16T10:23:00.002+01:00

Although e-mail has many benefits there is still a space for carefully designed and well executed mailings. email promotions have many benefits over mail for b-2-b campaigns - especially postage costs for high volume distribution. Creating a mailing piece, inserting in an envelope, producing address labels and franking soon racks up the cost, so for general promotional messages email will

Putting it to the test

2011-05-09T10:33:00.000+01:00

It is rare to find a budget line for market research for b-2-b companies and yet they will invest heavily in new product development and marketing campaigns without testing the market. Arguably market research should be another high ticket item, but generally it isn't. Typically b-2-b companies regard MR as expensive, they do not traditionally do it and anyway think they already understand the

If a picture speaks a thousand words - how about video?

2011-05-01T10:17:00.003+01:00

When it comes to showcasing products, moving images can be very powerful. The facility to produce and publish videos online is a major step forward from the video cassette or DVD that companies once sent out to customers to promote the company and its products. The big problem then was not producing the video but persuading recipients to actually view it. Twenty or thirty years ago smaller b-2-b

Do you have lots of unused literature?

2011-04-25T10:33:00.000+01:00

Delivering sales messages, specifications and documentation can generate of stack of print - but is print still the most appropriate medium? Traditionally company, product and service information has been delivered as printed documents. But even in its hay day piles of unused print stacked up in marketing offices and in the boots of reps cars. As more and more information is being delivered and

Is your database effective?

2011-04-18T10:39:00.000+01:00

For too many b-2-b companies the database is an aging record of customers spread across different lists. Databases can be an extremely useful marketing tool, but the reality is that customer and prospect data is often spread across a number of mailing lists and records from sales to accounts and 'one off' lists such as for mailings of newsletters and Christmas cards. Apart from duplicate

Is the trade press losing its power?

2011-04-12T08:43:00.004+01:00

Not so long ago, the trade press was the most important communication channel for industrial and technology b-2-b companies.Getting news published in the trade press gave an impression of independent endorsement even though the piece originated from a PR agency or was even commissioned by the journal from an expert in a company. Yes - magazines actually paid good money for product managers like

The company web site - is it time for an overhaul?

2011-04-04T17:43:00.003+01:00

Today the web site is at the hub of marketing communications but is it being regularly reviewed and updated?In previous blogs we talked about the inertia that keeps traditional display advertising and exhibitions as such high ticket budget items. But because there is no need to build a new web site each year there is a tendency to consider them a 'one off' investment and merely budget for

Last week in marketing

2011-04-04T16:52:00.003+01:00

Suddenly QR codes - Quick Response - are everywhere providing a handy way of linking print, particularly display advertising to the Internet and generally to video footage. Writing in Marketing Week Lara O'Reilly points out that 'most people are unaware of how to use them in the first place" requiring a smart phone with Internet and an app to access the information locked up in the geometric

Time to assess the value of trade shows

2011-03-28T14:41:00.003+01:00

When off budget costs are factored in, then trade shows are easily one of the top expense items on the marketing budget.Just like display advertising many SMEs continue to support their industry trade shows even though for most they don't generate anywhere like the enquiries a web site does. Most exhibitions are expensive enough anyway given the 'arms race' mentality to out do (out spend)

Thinking about b-2-b display advertising

2011-03-22T09:43:00.002Z

For many companies operating in industrial, technical and scientific sectors display advertising in trade journals has been a popular marketing technique for decades. But is it still valid? It is not uncommon for display advertising to be the biggest single item in the marketing mix because to run a campaign costs a lot of money. First there is the expense of design. To

The marketing mix - should it change?

2011-03-16T10:12:00.001Z

Successful b-2-b marketing uses a combination of marketing techniques that working together produce results. But do companies have the right mix? Are they bringing new online methods into the mix? Are they clinging on to old methods that no longer make an impact? In the next few blogs we will examine what methods companies are using, or could use and ask some challenging

The changing role of data sheets

2011-03-10T10:47:00.004Z

Product Data Sheets should provide factual product information, stripped of the excesses or over enthusiastic claims that sales brochures and advertising use to generate interest, excitement and aspirations to want the product. Their role tends to come into play once the specifier, customer or installer is already pre-disposed to recommend, buy or install the product. But if the technical and

Have marketers lost control of the message?

2011-03-03T16:08:00.002Z

Controlling the message and protecting the brand has long been of paramount importance to marketers. But with the phenomenal rise of social media messaging it is being suggested that marketers have now lost control of the message and it is in the hands, or perhaps more accurately fingers and thumbs, of tweeters, bloggers and facebookers. Some years back talking to the editor of the leading

What's that for then?

2011-02-23T14:07:00.004Z

It is easy to forget the purpose of a product or system when people become focussed on a single issue that appears more compelling.There are examples everywhere. Political groups formed for a single agenda item such as a ban on hunting, green issues, changing daylight hours, planning issues etc can focus all their attention on making a strong case for their political cause. They rarely succeed at

The art of Imperfection

2011-02-16T14:46:00.002Z

Why is it that some marketing projects fly through to completion and others get ground down to dust before limping home? It is better to sign off a marketing initiative and move on to the next, than to seek perfection and miss the point. Accuracy and truth are demanded and expected in all things marketing, especially in the b-2-b arena, but the sequence of checking, correcting and proofing isn't

Is social media diluting communication channels?

2011-02-09T11:33:00.004Z

The marketing chatter on the Internet is dominated by the growing importance of social media as a marketing tool. The suspicion, based on knowledge of client experience, is that for most b-2-b companies it isn't yet dominating the marketing budget. Traditional marcoms such as display advertising, exhibitions and print continue to take the lion's share of the marketing budget. Despite the

Three things influencing buyers

2011-02-02T18:59:00.004Z

There are three important things that help form a conviction to buy. What a product does, expert evaluation of the products and the experience of customers using the product.This type of information can be provided in different ways and inter related. It is becoming more common on web sites to solicit user feedback on product pages, but the more traditional method is to present third party

Which way is the digital future headed?

2011-01-27T16:55:00.006Z

Britons now spend 45% of their waking hours watching television or using mobile phones, computers and other communications technology, according to new figures from Ofcom. Meanwhile a survey of the 'Changing face of e-mail' by Marketing Week revealed the continuing popularity of e-mail as a marketing tool with over half planning to spend more on e-mail marketing this year. Emerging from these

End of year report 2010

2010-12-29T11:12:00.004Z

The end of the year is often a time for review and forecasts for the coming year. So what happened in 2010 and what does 2011 hold in store?Last year our review of 2009 picked on similar topics to those that featured again throughout 2010. Marketing budgets were under pressure - they still are - the importance of content was discussed as was social media and the decline of print as content moves

Features may not be benefits

2010-12-29T09:40:00.005Z

Product features are often assumed to also be benefits, but this may not be true.Because features and benefits are often linked together, there is an implied assumption that all features also have a benefit and this thinking then extends to the belief that potential customers will be able to figure out for themselves why those product features are beneficial to them. Marketing text that talks

The story of the sweet shop

2010-12-29T08:47:00.004Z

In difficult economic times there are two main targets for cuts - marketing and stock. One drives enquiries and the other provides goods customers want, now.We have previously commented on the dangers of cutting marketing investment during tough times and allowing competitors to gain market share while advertising space costs are lower. But attracting customers then failing to deliver the product

Has Christmas been re-branded?

2010-12-22T10:12:00.003Z

Has "Christmas" been re-branded as "Holidays"? Judging by the flow of e-mails and greetings particularly from the USA, the word 'holidays' features prominently in subject lines, even in sender addresses, while Christmas is not mentioned. Winston Churchill is attributed with the observation that Britain and America were "two nations divided by a common language" although even the origin of this

How well do companies merchandise products online?

2010-12-14T17:45:00.004Z

With the web site often the first sight of a product, it is important that prospects get a complete and positive view to convert visitors to buyers. And yet few b-2-b companies fully exploit the possibilities of photography, video and user reviews, relying instead on one low resolution product image and text description to turn prospect interest into a conviction to buy. Some times there isn't

Is it time to redefine target audience classification?

2010-12-07T17:29:00.006Z

It is unwise to ignore statistics particularly those that claim significant growth in new communications channels that could become important marketing tools.So it comes as little surprise that the consumption of social media now accounts for 25% of all time spent online - by far the biggest defined activity, with others such as email (7%) in single figure percentages. Likewise it is not

Technical information

2010-11-24T10:47:00.004Z

Continuing our short series of blogs discussing White Papers, Guides and now Data Sheets - important documents that each have a role at different stages of the buying process.White Papers provide a briefing relevant to the product technology and current state of knowledge while Guides offer more specific information on topics such as planning, options, installation needs and other practical

Thought leadership

2010-11-19T09:01:00.003Z

Continuing the theme of the last two blogs prompted by research that White Papers are rated "the most influential sources of information and their content figures early on in the buying process", leads to how this can help establish market authority. A company publishing an authoritative document confirms a level of expertise and knowledge that helps gain the 'moral high ground'. There is a

Synergy shifting

2010-11-19T08:53:00.002Z

In the last blog, we noted that the conclusion in a recent survey on B2B purchasing preferences rated White papers as the most influential sources of information, and their content features highly in the early stages of the buying process. Presenting sales information to a technical market has always been a subject of hot debate and compromise, usually resulting in a plethora of glossy brochures,

White Papers influential in purchase decisions

2010-11-11T09:10:00.004Z

According to a recent survey amongst B2B technology buyers, White Papers are rated the most influential sources of information and their content figures early on in the buying process.Although " brochures and data sheets were cited as the most frequently consumed collateral type, White Papers were rated the most influential in the purchasing decision process." This is a significant insight

What recession?

2010-11-05T11:29:00.004Z

Faced with a daily dose of financial gloom and despondency served up by the news media, it comes as something of a relief to see evidence of very strong green shoots of success. But this time they are appearing from many directions in manufacturing industries in the UK and Europe. In marketing land, we were always taught to ‘read the runes’ or ‘feel the seaweed’ to judge trends from empirical

Getting it right first time

2010-10-28T08:40:00.004+01:00

It is now 20 years since the advent of the World Wide Web but like most inventions ideas had been mooted, tested developed and improved as far back as WW2 for a network to share knowledge. It was coincidentally also 20 years ago when we started to map out the rationale for marketing in the world of engineering, technology and b-2-b in general. Many of the emerging technologies were indeed to

Protecting investment in photography and artwork

2010-10-11T18:29:00.005+01:00

Not so long ago artwork was stored on film and photography as transparencies, while for even quite large marketing departments a 4-draw filing cabinet would suffice for storage and indexing. Then gradually images came on CDs and DVDs and for a while artwork on optical discs. Then digital cameras were churning out 100 shots instead of one or two before and suddenly managing all this material

Fast forward

2010-10-09T09:47:00.003+01:00

A new breed of marketing managers has emerged that manage mainly by forwarding e-mails. In reality switching e-mails between people that actually implement work, who create, provide information and content, adds very little value to the marketing process. At best the intermediary marketing manager provides a useful link between an outside agency and people within the organisation that can provide

Is technology devaluing creative services?

2010-10-04T18:34:00.003+01:00

A post on a site visited by photographers exposed a series of cases where photographers were expected to work for free. This quickly got picked up on other sites and struck a chord with other creative people, in video, design and web site building to name just a few. One correspondent on the Milton Keynes Media Circle pointed out how technology was allowing this and explained, "The bottom line is

Looking at news with through viewers eyes

2010-09-29T09:56:00.007+01:00

Recent research suggests that text is more important than images on the web. "The web is primarily a text-driven medium and will remain so despite the rise of video," says New Thinking. According to the article, "In traditional print media it has long been established that images are more powerful than text in getting attention. But the opposite is the case on the Web. Text dominates."

Aggregating news

2010-09-21T08:04:00.003+01:00

Not so long ago news was delivered only through a few specific channels and at defined intervals - now news is accessible 24 hours via many channels. Yet many b-2-b companies still approach the issue of news about their companies, if they produce any news at all, just as they have always done and without regard to the changed media landscape. Traditionally a press release has been sent to the

Marketing this week

2010-09-17T13:59:00.007+01:00

Week 37 - week commencing 13th September - a varied week in the life of Technical Marketing and a different type of blog entry this week. Tuesday a visit to the annual PLASA trade show at Earls Court - now reached by a direct train service that stops off at West Brompton, conveniently located directly across the road from the entrance to the show. No tickets or queues any more, simply key in your

Aerial artiste attracts attention at trade show

2010-09-15T10:20:00.012+01:00

The Technical Marketing team have been at Earls Court this week for the annual PLASA Show and stopped by the Hoist UK stand to see aerial artiste, Isobelle putting the rigging to the test.

Does your target audience use Facebook?

2010-09-08T09:32:00.004+01:00

Identifying your target audience is no longer just listing job titles. When developing a market focus for a company it has been traditional to identify target markets and target audiences to then identify the media that address them most efficiently. Because in the b-2-b space the typical media has been the trade press this information drawn from their readership audit is usually job titles, or

Is social media a serious marketing tool?

2010-09-03T08:14:00.005+01:00

Clients are divided on the role of social media in b-2-b marketing. Now it seems marketing experts are too. Marketing Week has thrown a new spanner in the works with an article titled - "Social Media is for people, not brands". The article challenges whether social media is relevant to big brands and says, "The results, when compared to the industry buzz we keep hearing, simply do not stack up."

Do it yourself or hire a professional?

2010-08-24T11:17:00.004+01:00

Discussion groups this week have highlighted two different skills related areas under challenge from non-specialists. Posted under the title, "Good software for leaflet design and easy printing?" was the following question posed on a media discussion group. "I have tried various basic software - word, powerpoint, publisher - to produce my leaflet designs but none ever seem to suit any of the

We spend 7 hours a day consuming media

2010-08-19T09:04:00.004+01:00

Research announced today by regulator Ofcom suggests people in the UK spend seven hours a day watching TV, surfing the net and using mobile phones - often all at the same time!The report on the BBC web site claims that for the average person this represents half their time awake during the course of a day. In fact the equivalent time is more like 9 hours than 7 thanks to multi-tasking - watching

Marketing budgets must evolve

2010-08-12T10:04:00.006+01:00

As marketing communications methods evolve, it is essential that marketing budgets change too. With any client there are three essential documents that we ask for and if these do not exist then we make sure they are put in place, because without them it is difficult to run an effective marketing programme. The first essential document is the Marketing Plan. This sets out the objectives,

Time for marketing marketing

2010-08-05T14:58:00.006+01:00

Most marketers are so busy marketing to their customers that they can overlook other important audiences. Government cuts of 40% to their admittedly large marketing group at the COI have been in the news recently. News about marketing rarely makes the business pages, not the front page, but then this time it is marketing jobs that are going. This government has only done what many businesses did

Market Research

2010-07-27T17:52:00.003+01:00

Several times a day we are invited to participate in consumer market research, but few b-2-b companies think market research is important.The results of research and trials are taken far more seriously in consumer markets than in business to business where many companies believe they know their market already and hardly any seem to budget for any serious in-depth research. Despite this they

Does your logo size up?

2010-07-27T17:32:00.004+01:00

For years, SME company logos evolved from the artistic doodles of the company's founder, only to be left unchanged for fear of losing 'brand awareness'. Even professionally-created graphic logo-types are often maintained past their technological sell-by date. In years gone by, the graphic specs were defined by the business - sizes, colours and detail - were measured against the company's need to

Losing sight of your customer

2010-07-27T17:27:00.003+01:00

We all know that the term 'marketing' is synonymous with 'communication'. If the communication channels are inappropriate or misdirected, the central purpose of marketing any product or service is lost. Communication is delivered in many forms. Obvious 'front door' tactics of advertising, direct mail and bulk emailing are often combined with a more subtle approach of promotion on the website,

Don't let software tools drive marketing activity

2010-07-05T08:28:00.003+01:00

The availability of software tools tends to encourage some people to think they now possess the knowledge, capability and skills to successfully accomplish work they have no training in. Although paints, brushes and easels were readily available to anyone, few believed that the mere act of buying these tools transformed them into artists. But by a software package and suddenly they are graphic

Does the Internet threaten brands?

2010-06-28T12:05:00.003+01:00

Although the Internet offers small companies a global platform it also provides new challenges to Intellectual Property according to a recent report. The report by patent and trademark attorneys Marks & Clerk highlights concerns by brand owners across a number of infringement opportunities that have become possible due to the Internet, are difficult to police and where law in the digital space

Are blogs changing PR?

2010-06-24T17:57:00.004+01:00

An interview carried by iMedia Connection – ‘Steve Rubel on how blogs are changing the face of PR’- brings forward a debate of the technical possibilities versus their relevance to the target market and the interest, uptake and commitment of clients to participate. The figures seem compelling. According to emarketer "Once a haven for techies, there are now blogs for everything from celebrity

Feature v Benefits

2010-06-15T15:23:00.005+01:00

All too often businesses promote product features while customers are actually seeking benefits. For many products, particularly those utilising new technologies, it is the new features that are most loudly proclaimed. The problem of marketing a product by focussing on features is that it presumes your target audience - your prospects have sufficient insight to translate a particular feature into

How will content be consumed in future?

2010-06-04T06:50:00.004+01:00

In the last few days there have been a number of related announcements from different sources that in their different ways point to a new future for content and how it will be read. Who can have failed to notice the UK launch of the Apple iPad splashed across billboards, on TV and in the press - a device designed for online consumption of content from books and news to Internet and e-mail.

The importance of a clear and concise brief

2010-05-27T08:25:00.003+01:00

Marketing is most successful when there is a clearly established client brief. Starting out on a vaguely defined project such as "we need a web site", or "we need a new brochure" is to court disappointment. It is the planning and research that goes into developing a brief that helps ensure that the resulting collateral is on target. That is why starting with a Marketing Plan is such a good idea,

Race for Life - supporting Natalie

2010-05-23T10:38:00.005+01:00

David's daughter Natalie is running in support of Cancer Research. Donations can be made online. Natalie writes, "5K on Sunday 6th June 2010 at Campbell Park in Milton Keynes. Start 10.45hrs. For anyone who doesn't know, all the money raised will go to cancer research. I will be running in memory of 'Bill Fisher', my father in law who sadly lost his battle with cancer in 2006. Please can you

Small businesses need marketing too

2010-05-20T14:02:00.004+01:00

According to the Office of National Statistics there are 2.16 million businesses registered for VAT and PAYE in the UK. Of these just 0.4% employ more than 250 people, 98.1% employ less than 50 and 89% less than 10. Adding in those below the VAT threshold and one man businesses it is clear that in terms of numbers, most UK companies are very small businesses. Look at another statistic 17.4% are

Advertising business to business

2010-05-13T17:58:00.003+01:00

The term advertising is often confused with the whole marketing process itself. Our use of the word is confined to ‘paid for’ media space. In business-to-business communication this is mainly the trade press and web sites. Advertising has been described as the persuasive force that utilises mass communications to make changes in customer attitudes, behaviour and actions

Should companies do essential market research?

2010-05-05T16:54:00.004+01:00

Surprisingly few b-2-b companies conduct any sort of market research. In my experience over many years in marketing, it is rare to be presented with any of market research results by clients at the start of a project. Of course formal and rigorous primary market research can run into tens of thousands - a big investment for SMEs. Yet often, much larger sums are invested in product development

How to work 10 days more each year

2010-04-27T08:31:00.006+01:00

Travelling into London by train it is impossible not to be aware of the current fad for e-mailing via Blackberry mobile devices. There is definitely a category of Blackberry users just as there is a group of iPod addicts identifiable by the the white wires trailing from each ear. At least emailing and facebook communication are silent activities unlike the very loud and public phone calls that

Has the Internet changed the traditional sales process?

2010-04-22T08:22:00.005+01:00

An article posted on a blog dedicated to demand generation, proposes that the internet has swept away the old way of selling - old being the way we "sold back in the 70's and 80's even 90's". Five 'assumptions' about the way companies sell are lined up to be shot down by 'realities'. The article suggests that "so many things we did in the past — that worked well — no longer work." One reality

How should the marketing budget be apportioned?

2010-04-09T13:47:00.003+01:00

Marketing budgets are under pressure, but what share should go on the various communications methods?Most marketers would advocate a broad range of marketing tools both offline and online. Some experts suggest headline rules such as you must be doing at least 8 marketing activities to succeed. One guru draws a circle, divides it into 3 equal sectors then propose one third of the budget goes on

Will your PDFs sell products?

2010-04-07T10:01:00.004+01:00

In the previous blog we discussed the importance of offline marketing activity to drive traffic to the company web site, where visitors can discover all the information they require. It raises an important question of how that information is presented, in what format and how convenient is that to the user. In the days when all information was printed and mailed out or distributed by company

Do offline channels drive online search?

2010-03-23T17:29:00.006Z

Press Release authors love numbered lists - example "1o things you should know about marketing", or "8 marketing tools you must use". By putting an exact figure to any subject there is an implication that if you follow that advice, then success is ensured. We advocate the use of an appropriate mix of marketing methods integrated into a coherent marketing plan, not a list to simply be ticked

Are ordinary user recommendations more powerful than opinion leader endorsement?

2010-03-17T16:49:00.005Z

Although the company web site is today probably the primary source of enquiries and sales leads, there still needs to be some stimulus for prospects to take this route in the first case. They need to have at least an interest in the product or service you offer. This could be prompted either by need or recommendation by a trusted source. The recommendation format provides a personal endorsement

Market leadership credibility

2010-03-11T08:59:00.004Z

Information has never been more universally accessible than now, in the Internet era. Turning to the Internet as a rich source of all knowledge has become the preferred starting point in the purchase cycle to research product/service options and to become better informed before entering into actual price negotiations. With the old business model an enquiry would be followed by a sales call where

News bearing web sites

2010-03-03T16:27:00.004Z

Several years ago it became apparent to the team at Technical Marketing Ltd that much of the content for a company web site was pretty much static. The products, services and stuff about the company itself, didn't really change that much, or that often. What did change was news. News can be about company results, investments, acquisitions, appointments, contract wins and projects. Or new

Marketing to a budget or on a budget?

2010-03-03T15:26:00.007Z

In these times of economic gloom sound marketing advice, based on research, is to maintain the marketing activity while the financial management tendency, based on prudence, is to cut marketing expenditure. Research by Harvard Business School has shown that it is essential to maintain marketing spending, even more so in a recession and to emphasise core values. “It is well documented that

Engineering marketing plans

2010-02-23T16:16:00.006Z

When major engineering projects go wrong it is usually very public and serious. Bridges that oscillate, high speed trains that fail in snow, cars recalled for brake failure; problems where rectification can often be lengthy and expensive. What happens when marketing goes wrong may be less dramatic although there have certainly been some very public campaign failures, but the more likely outcome

Research shows e-mail still popular with buyers

2010-02-17T15:52:00.003Z

Although a much older marketing tool than social networking sites, recent market research by Marketing Sherpa found that "32% of buyers said email was their favored method for receiving product/services information, compared to 20% of marketers who believed email was a buyer’s favored method." The research was conducted by asking a group of buyers and a group of marketers the same questions and

Who sold you this then?

2010-02-04T09:10:00.005Z

Asked about his dislikes, a person being interviewed on the radio this morning answered without hesitation, 'any company that offers a telephone menu'. I am sure we all have horror stories of calling Mumbai to try to sort out an account query and being faced with a series of options read out by a disinterested recorded voice, probably after you have already listened to some stuff about calls