Purple Cow Moments

Posted on April 9, 2014 by RFM

In Marketing terms we talk about ‘purple cow’ moments, which are times on a calendar year, when our name is in lights. Customers and people’s eyes are on us and we have the opportunity to deliver an iconic and different message.

The Commonwealth Games in Glasgow creates a great purple cow opportunity when the eyes of the world will be focussed on Glasgow and what it can offer. Every other hosting city tries to deliver a magical experience that is special to them and positions them for the future.

The ‘blowing up’ or the ‘razing to the ground’ of the Red Road flats as part of the opening ceremony will deliver precisely the wrong message. The visual spectacle of buildings crumbling or being blown up is something we see regularly on news programmes and signals natural disasters, conflict and tragedy.

In strategic marketing, we always look from the outside in, thinking about what will engage and enthral customers and visitors etc. All organisations need ‘purple cow’ moments to deliver a wonderful message, I think Glasgow needs a rethink.

For more information on ‘purple cow’ moments for your customers, contact russ@rfm.co.uk

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Checking Out Your Sales Process

Posted on April 8, 2014 by graham

When we give mentoring sessions and training courses on strategic marketing, we often talk about the ‘Process’ element of the marketing mix and how and how a little bit of thought about your sales process, can put you ahead of the competition. Here are a couple of really great examples, where by thinking through the customer process, activities have been identified that make it easier for customers to buy with a direct result on sales.

Greggs the Bakers have launched an app which gives you offers and lets you pay for goods from the app. Early to market on this one, they are offering credits on an account for sign up to get you started. In the race to be one of the first ‘food to go’ bakers to roll out an app and therefore become habit forming, it will be interesting to see how this develops.

Also heard of a pub app that lets you order your drinks at your table and pay on your app. The bar staff will then send you a message when they are ready to pick up. Saves that interminable queue for beer!

Every organisation can think of ways to allow easier, simpler, interaction with their customer at the right time. As a consumer, we all know that if it is easier, we will tend to use it!

For more information on determining an easy way to improve the customer processes contact russ@rfm.co.uk

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Going from a question mark to a shooting star

Posted on April 6, 2014 by RFM

At RFM Marketing, we work on taking a new product, a ‘question mark’ product (unknown in the market place), to become a ‘shooting star’. Then how to get from a ‘shooting star’ to becoming a ‘cash cow’. Then how to stop going from a ‘cash cow’ to a ‘dog’ product or service.

The Boston Box matrix is used by many large companies developing their product range. For the smaller organisation, it a useful tool in another way.

To go from question mark to shooting star you need to:

1. Concentrate on R&D to get the right product.
2. Promotion and communications like mad to let people know that you exist.

Many products fail because they don’t communicate the message of their business to the correct target audiences, – then wonder why they don’t get beyond question mark status!

For Shooting stars to cash cows – need to look at distribution and channel issues to extend the tendrils of your business, as well as continued targeted promotion to encourage customers to buy and endorse the brand.

 

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Fire off a pic at a click

Posted on April 5, 2014 by RFM

Building a comprehensive photo gallery or reservoir of products is a great idea.  We often do this with our mobiles, capturing moments for personal use and photo albums. A well thought through image bank of product shots and service shots is also ideal for business to business promotion and communication. The up to date reservoir needs to be there.

Mobile phone shots may be fine in some situations, but stunning photography, well lit from a real pro will build your brand and your products like no other. Before a customer knows you, they buy often with their eyes!

As the editor of one of the leading online and offline dailies said at a conference:
‘Good photography to accompany good stories will lift the pr value by 100% that is what we look for’.

When these journalist or picture desk has a story or a feature to file, you have to meet the deadline, so the bank of ready and waiting shots are a way of ensuring it is your products that is used.

So here is a starter for 10:

• Single products shots
• Cut out products shots
• Group shots
• Mood shots in every kind of setting
• Shots of your products being used in situ

As always the issue is all about – ‘ how do we make it happen?’ PR activity can be carried out in house but unless you have someone dedicated to it, it often does not happen. Trade pr can be planned ahead but if you have a lot of national or consumer coverage, that is when you really need to bring in the professionals.

That is why so many organisations will use pr companies and external photgraphers to mastermind the work for them. There are some great companies about and also some great freelancers who know the system how it works and how to play the game.

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Lessons from online behaviour – it might increase your sales

Posted on January 22, 2014 by RFM

In the strive for sales, here are a few ideas practised by the major operators who work out their online transactional strategy based on their knowledge of our behaviours.

1. Effective delivery with ‘click and collect’ allowing customers to pick up purchases at local stores or the Post Office. Makes it easy for the customer.
2. Behavioral-triggered email campaigns – follow up reminder emails dependent on products left in your basket.
3. Behavioural based marketing – understanding what your customer is up to, market based on data rather than assumptions.

If you want a great example, take some time to look at the John Lewis site – and don’t forget their omni channel strapline, ‘In-store, Online, Mobile’.

These proven and workable online techniques are no different from offline sales techniques. It is just that the website gathers the data rather than the human having to remember to note it. So here is lesson that we can all learn about gaining more sales at less cost.

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The last 10 yards, the last mile

Posted on January 22, 2014 by RFM

In the last mile to the customer are you placed at the winning line or are you straggling behind. In retailing terms, lots of companies talk about the last 10 yards. The challenge is to get your product from the stock room in supermarkets all round the country onto the shelf where the consumers pick up the product.

Last week in the business news, John Lewis talked about their success over Christmas and the last mile. In online trading terms, that is not just the product on the shelf but also the check out process, speed of delivery, product arriving in perfect conditions ( not as M & S did to us delivering a box of flowers at our door and putting a curling stone on the top to secure it – result – squashed flowers!), pick up points, returns points at local outlets etc

To me, this reflects the importance of a ‘‘knitted together’ approach for the customer, that is embraced and understood by all in the teams all in a business. Understanding what the strategic marketing process is very similar.

Often, decisions in the smaller business are taken on the basis of cost of investment rather than yield from investment. Success is based also on what will make it easy and simple for the customer to engage and commit with no hurdles to purchase. The investment in this thought process tends to deliver excellent trading results. Successful retailers and others utilise this thinking and they extracted themselves from the also ran brigade.

The lessons here are appropriate for all types of business. It is all about speed to the customer, process, never ending attention to detail and staff empowerment.

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Dates Announced – Access to Markets Small Company Development Programme

Posted on December 20, 2013 by RFM

Book Now For 2014

This programme is aimed at small food and drink companies with a growth ambition in the UK and is an excellent opportunity to develop skills, build knowledge and gain a better understanding of the retail and foodservice markets.  These are days ‘away from the office’ to plan and think about your marketing and sales effort.

It is sponsored by Scottish Enterprise in partnership with Scotland Food and Drink and led by Russell Ferguson, a Chartered Marketer with excellent experience in the food and drink sector.  The programme consists of a series of workshops designed to assist you develop your business strategy and build a strong marketing plan, to win over and retain new customers, explore technical accreditation schemes and supply chain efficiency, as well as signpost you to relevant support and funding options to help you grow your business. Cost is £50 per day for 5 sessions (£250)

Workshop 1 – 4th February 2014 – Market Landscape
Workshop 2 – 27th February 2014 – Gap Analysis & Identifying Market Opportunities
Workshop 3 – 18th March 2014 – Understand Your Customer, Technical Accreditation & Supply Chain
Workshop 4 – 2nd April 2014 –  Managing the Account
Workshop 5 – 16th April 2014 – Growing Your Business: Marketing & New Product Development

For more information and a factsheet and an initial discussion, please contact russ@rfm.co.uk.

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Access to Markets – Small Companies.

Posted on December 6, 2013 by RFM

Get Your Business Moving In New Markets For 2014
For companies looking to have an increase in their growth, this short series of one day sessions on marketing and sales will provide a blueprint for success.  These are days ‘away from the office’ to plan and think about your marketing and sales effort.
The programmes are expert leader led and you will learn:

How to structure a solid marketing plan for different markets that will bring positive results;
How to research markets more effectively;
How to work with a range of channels to market and explore supply chain efficiency;
How to promote the right message at a low cost to the right people– online and offline;
How to use technical accreditations effectively;
How to gain more business from existing and potential customers give you tome to.

The course is tailored to small and medium sized businesses that would like to grow.  It is sponsored by Scottish Enterprise in partnership with Scotland Food and Drink and led by Russell Ferguson, a Chartered Marketer with excellent experience in the food and drink sector.  Cost is £50 per day for 5 sessions (£250)
For more information and a factsheet and an initial discussion, please contact russ@rfm.co.uk

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Interesting Pricing Strategies

Posted on December 6, 2013 by RFM

Many people do not see pricing as a function of marketing.  However, understanding what the customer will pay and what the market will bear at any particular time is crucial as we are only price sensitive at certain times.
A perfect example showed itself last week on a visit to Tesco Express in an airport terminal after a long trip.  Headed for milk, bread, something to take home to cook quickly etc.  Prices were eye watering by comparison to any local Tesco Express and certainly Tesco Extra.  This company certainly understand our minds, the importance of convenience and our motivations at any purchasing point in the year.
It is my contention that many small and medium sized enterprises sell products too cheap, particularly when being price bashed by other trade customers. We have been brainwashed into a discount mentality!
Working in conjunction with the finance department, it is worth looking at the market, seeking out and comparing competitor prices and products, understanding price sensitivity, the value of your brand presence and work on the value to the customer of having your product or service.  The 2 departments can therefore craft a better pricing structure.
For more information on effective research that helps to maintain the appropriate margins, contact russ@rfm.co.uk

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Technologies for the Future

Posted on December 6, 2013 by RFM

Read this week about the deep sea internet that can be used to detect tsunamis and message to mobile phones, a watch that regulates your body temperature, so keeps you at the right temperature, printing human organs and other body parts for replacement and the hydrogen super car which of course is an ever present energy resource.    All ground breaking technologies but who will be first and second to market and reap the real rewards?
Once a product has been developed (a ‘question mark product’ in marketing term), the key to success and growth is to understand market access and routes to market, what makes these markets tick, and what margins you might have to share to get your product into the market.
For organisations large and small, we have a pretty neat template to follow which gives a clear indication of what needs to be tackled for the next stage of an organisation’s growth.
For more information on this topic, contact russ@rfm.co.uk

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