Innovations from the Marketer magazine

Posted on January 6, 2012 by graham

German cycle manufacturer Silverback is now marketing a bicycle with a USB port to recharge electronic devices by pedal power.

Research in US tell us that Nutrition labels placed in the centre of food product packaging were viewed 30% more than when labels were positioned to one side.

An interactive fan control system in Mexico allows decisions on the football pitch to be altered by voting on player changes throughout the match.

Most of these innovations will have come from a blend of technology, published research, focus groups, online surveys and listening to customers.

For more information on how to find the next innovation for your organisation, browse RFM market research service range .

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Getting away from the discount word

Posted on January 6, 2012 by graham

Philip Graves, author of “Consumerology” suggests that if we focus on topics of importance to the customer, it takes away from the consideration of price as the major decision making factor.

We have a number of techniques to offer clients seeking to maintain their margin and combat the price and discount issues that faces everyone in these days.

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Sales Plans and Maximising your budget

Posted on January 6, 2012 by graham

Often clients find at this time of year that they are looking to squeeze in some additional projects to ensure that fund allocations have been fully utilised and that the benefit of those funds are used rather than lost.

In past years, we have undertaken very valuable work at this time, trialing new concepts, undertaking some customer research work, developing strong offline and digital marketing and sales plans to provide a platform for the year ahead.  In each and every case, this has moved projects and organisations forward.

At RFM, we are always happy to discuss concepts and ideas to see what might be viable.  Now in our 29th year of trading, we have a wealth of experience to draw on.

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Think now – planning for the New Year

Posted on December 16, 2011 by graham

The last weeks of December often give time for reflection and forward planning to address the trading issues in the New Year. Here are a couple of quick wins that may lead to medium term sustainability.

Fast sales check – transactional/ transformational

A short audit of sales focus, organisational structure  (sales farming, sales hunting), sales and business development points for repeat business, skill sets, outline action plan with 5 – 10 key points to increase business in the short term and in the longer term.

Customer satisfaction measurement

It is all about what customers think, do, their behaviours. Without fail every single time we undertake a short programme of customer satisfaction, the client company gets a series of around 10 key points that are fundamental to the growth in the business. It is enlightening and sometimes frightening but hugely informative and provides real thought for the future. Unbiased, external perceptions are key to the success of this.

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Preparing for Exhibitions – publicity and on stand behaviours

Posted on December 16, 2011 by graham

It seems to me that every business is looking at how to maximise the cost of any investment and increase opportunity.  Why then do companies go to shows and exhibitions without proper preparation? No matter whether the show attracts 4000 key buyers or 40,000 consumers at the larger shows, most companies will only speak to 200 or 300 contacts.  What happens to the other 3800 or 38800?  Do they know you exist?  Do they have you on their ‘must visit’ list? Pre publicity prior to the show coupled with and good stand behaviours are major ingredients.  Think ahead! Public courses 6.1.12 and 12.1.12 prior to Scotland Gift Fair and Food Fair.

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B2B Marketing – Concentrating Effort for maximum efficiency

Posted on December 9, 2011 by rfmblogadmin

David Primrose, Director of Market Research, recently undertook a business to business survey for a professional services firm.  They were frustrated that they could not make any inroads with a specific target client and wanted to know why.  The research revealed that the potential client had a culture and process that meant they would never use that type of professional services firm.  This meant that we were able to advise our client that time and effort spent with their potential client was going to be time wasted and they should concentrate their efforts on clients more open to their specific service offering.  The truth may not always be what you want to hear but it can help to save you money.

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Do your customers know what they are buying?

Posted on December 2, 2011 by graham

This may seem a very simple and obvious question.  However, a recent study which involved our Market Research team revealed that consumers have very little idea what they are buying when they buy power (gas and electricity).  They know what they pay but they don’t know what the money buys them.  Because they have no understanding of “the product” they have no way of working out what sort of savings they will get if they reduce use of specific appliances.  This is turning out to be a real barrier in building relationships with utility customers and to energy conservation initiatives.  It is always helpful to ask customers if they understand what you do!

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Food Tourism – a great marketing and sales template

Posted on December 2, 2011 by graham

Spent a fascinating marketing mentoring session with a tv chef from Anglesey in Wales who has started a ‘superb food’ restaurant using nearly all local product from the island and just across the Menai Straits.  An excellent example of food tourism, he is already taking bookings from all over the UK as a result of a food review in the Times Magazine by the influential Giles Coren.  This of course will spin off into other food producers and accommodation providers in the local area. He has lots more appearances lined up.

Like many businesses, our help is valued in creating good marketing and sales practice throughout his business, training, mentoring planning etc.  The model is great.  Create awareness through well thought through PR and provide a Launchpad for other businesses in the area. Scotland, take note.

For more information on food tourism, contact russ@rfm.co.uk

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Learn how to sell – RFM offices

Posted on December 2, 2011 by graham

Knowing the structure of how to sell/develop business effectively and close deals means less time spent in sales mode and more on delivery.  Many of us have to sell as part of our job and the process can be challenging and a drain on time.

We are running a small course on Monday 19th December in our office for a number of our clients personnel.  The topic is selling and business development skills.
It will cover the sales ladder and drill delegates in buying signals, closing techniques, negotiation, finding the customers hot button, features and benefits, 2 way communication, making an impression and finding good leads.  We will then discuss this in face to face, telephone and other formats.  There will be quite a lot of structure for one day.  This is a low cost investment in a day that will bring greater confidence in the sales situation. The timing is perfect – last week before Christmas when people may have some time to prepare for the future!

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Great PR, Great Results

Posted on November 24, 2011 by graham

Saw a great piece of PR activity on breakfast news yesterday morning. John Browett, Chief Executive of Dixons Retail was on screen to explain his company’s drop in profits.

  1. He turned a question on ‘profit drop’ into a positive statement of how his competitors were being left behind and in the case of Comet, has disappeared.
  2. He also used the air time to explain that good prices, staff product knowledge and trained customer service behaviour had led to increased business.

We have a couple of clients who are using the same ingredients in their business with spun effect. They are not quite as big as Curry’s but they are outperforming in their sector. In any competitive devote, there are always people ahead of the pack.

For information on customer service initiatives that are small on cost but big on returns.

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