Easyjet, one of the original leaders in the budget sector of flying have just increased their profits by 28% – very impressive in the face of rising fuel costs. After languishing in the doldrums for some time, the new Chief Exec brought in a marketer Peter Duffy who has re vamped the business offering to the customer.
Research and testing the customer process on a regular basis, recognising the need to go digital for customers, focussing the brand away from Stelios to being a mainstream airline, improving communication content and communication speed, all the above play their part in the practical day to day activity to improve the customer offering. They now perceive their competition as being other major flag carriers and now have 64% of passengers in the ABC 1 category. They distance themselves from Ryanair.
As ever in marketing, it is all about understanding customers in the first place.
Great example of marketing contributing directly to the bottom line of the business .
For more information on how to use sound marketing techniques to grow a business contact firstname.lastname@example.org
3 of the make or break topics in the sales sphere. For Owner Managers, Directors, Technical Staff who are not full time on sales, get to understand how to operate in this area and more business will come your way.
In UK, many people are good at talking about their products and services but shy away from the end of the sale. This is something to do with not being ‘pushy’! Well the news is that it does not need to be. Good techniques at the end part of the sales process can be used in home and export situations to real effect.
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Here is an example of offline working with online and a fine example of using the strategic marketing mix.
Check out Kozel, one of the latest award winning artisan beers to hit the UK, though the brewery have been going for 130 years!!. I first saw a promotional ad for this in Shortlist (circulation is around 530,000) and the ad was for this ancient Czech beer (now been taken over by SAB Miller). The ‘call to action’ on the ad was to download an app for a free pint in your local pub. To find nearby pubs selling the beer, you simply put in your postcode.
CONSUMER marketing is ‘spot on’ for one of their target markets – men in the age group 24 -50, as the ad appears on the same page as the pub guide in Shortlist (weekly pints and pistachios column).
TRADE marketing side has clearly been timetabled to coincide with the consumer campaign. The sales team will have had to sell in beer taps of Kozel, on the basis that people will be putting their postcodes into the apps to find the pub.
Win – the beer company get the details of the beer drinker right down to their phone number and postcode (possible SMS, street marketing or direct snail mail in the future).
Win – the pub gets people in their area visiting their establishment and the chance to sell on, encourage repeat business etc.
This would not have happened if there was not some joined up strategic marketing thinking, looking at target markets, (trade and consumer) and having a watertight offering for each. This is the type of thinking that all the big brands put into their business. The same thought processes can be put into practice for the smaller business – with a more modest budget but just some clever Chartered Marketer thinking.
Take a look at the banners hanging by the famous clock on the concourse in Glasgow Central Station. The latest Facebook competition is to tell of your romance meeting (or meetings!) under the famous old clock. Check it out on Facebook, where there are already some great stories. This will present Glasgow Central Station as an iconic meeting point, with a sense of place that no one else can take away. In time, it will turn into a brand and a place where people gather and congregate. Nice idea and good to be seen as iconic!
As they say in the blurb, better than airports where it used to be exciting but now you are made to feel like a criminal and take off half your clothes when going through security!! All necessary we know. The marketing lesson is looking at what you have with a fresh pair of eyes and then to polish up and maximise your points of difference. There are many companies around who could do well to think in such a way.
How often do products re-invent themselves to the next generation of consumers?
In the marketing life cycle, products go out of fashion or trend, moving from being a cash cow to one on its way out, then emerging at a later date, transformed into a question mark product for the next generation of consumer.
Here are a few classic examples:
Desert Boots, an original army product – launched 1949 – had a revival in the mod era and back in again now!
Crombie overcoats – a traditional overcoat product —- first made cool in the mod era – still a classic.
American loafers – Weejuns – made famous in the mod era of the 60s – still in fashion
Button down shorts – first used by polo players to keep their collars from flapping when on their horse – don’t you know!
Vespa Scooters – 1902 – trendy in the mod era and right back in now
Mini coopers – eons old – the sixties and still iconic.
Maybe the message to us all is to look at emerging trends in different markets at home and abroad, and the value there is in reviewing what we have as core and trusted products and services.
Branding is not that difficult. It is just the first 200 years that present the problems!!
The big corporations understand the value of a brand, the need to control and manage brand structures, manage brand presence etc. For many smaller companies, the lessons should be similar – thinking through the strategy before the design and the creative get involved.
We are just about to manage a brand review for a significant player in a regional sector who is looking to refresh and grow its brand. The process is as follows:
1. Consider the strategy
2. Customer insight into the market
3. Awareness sessions with the internal teams on the process and why it is being done
4. A strong design brief
5. Selection and discussion with a number of design/branding firms.
Once the design is complete, it is followed by launch and on-going brand building activity.
In this case, the external assistance will keep the brand plan on track and also bring a ‘customer focus’ to the brief and the brand. The client sees the brand and its presence in the market as a key to the future growth of the business, endorsing the brand with the existing customers and looking to the new customers who like to consume information in a different way.
Posted in Branding
Working at IFE (International Food Exhibition) at the Excel Conference and Exhibitions Centre in London this week. We will meet hundreds of key buyers from all of the supermarkets, food service, convenience stores etc.
Quite apart from the great looking stands with products on show, there is a fascinating seminar on the future of convenience retailing carried out by Leeds Metropolitan University.
The traditional convenience store has been replaced by the multiples who are now open 24/7 so you don’t need to pop out for a pint of milk before 10pm. Now the supermarket brands are encroaching on this sector within towns with ‘top up’ type outlets. Get the thinking caps on, the smaller store needs to differentiate – there is a huge movement for customers to push to buy locally so stocking local may just be one option to consider.
I have heard of personnel having the title, Head of Customer Service but an emerging title is Remote Customer Service. In today’s world, we as customers want the convenience to buy at our leisure, – buy online, palmtop, by phone, in store etc. No matter which method we choose, we still want to be treated as customers right from the greeting, the soft skills to the sales process – the ease and speed of transaction, etc.
This information came from a fascinating talk from the John Lewis Head of Remote Customer Service. They are a company whose results have been on a high in comparison with others in the retail sector, so their viewpoint is worthy of note.
Competitive edge amongst existing customers is based on having the right products, with those products at the front of the mind of the customer, in stock and available at the time the customer wants to buy, at a price which they are happy to pay, – and of course all topped off with a smile and a thank you very much for your custom!!
Scottish companies who use technology to provide their products and services are being invited to take a stand at this Scotland’s Technology Show on Tuesday June 11th at the SECC. This is a Scottish Enterprise initiative offering increased market access for companies.
We would reckon it is a superb opportunity to:
- Check out the matchmaking zone to have face to face contact with key organisations
- Make face to face appointments with Globalscots (Scots in powerful positions in major blue chip organisations around the globe, – they may help with access to new markets)
- Listen to enervating speakers from – Skyscanner, Microsoft and learn from the big boys
- Invite your own prospects and partners to your stand to broaden your market reach
The costs are low from £200 upwards for a stand.
In addition, RFM are running FREE workshops prior to the show to help companies maximise the opportunities on stand. This will be of huge value at all other future exhibitions too.
For more information on the workshops contact firstname.lastname@example.org