Research – Lighting the Way Forward

Posted on November 28, 2013 by RFM

A small piece of well controlled and well managed research works wonders, almost every time.

Understanding customer’s behaviour, motivations, their likes and dislikes, perception of competition and buying habits is absolutely fascinating and illuminating.  Often a 3rd party can ask more pointed questions than someone in house to really get to the nub of issues.  Such information is in fact the basis of a forward strategy for growth.

Research like this works well amongst existing and new customers as well as channel partners.  It is also crucial in all important export markets.

Such projects can be run on their own or coupled with a published information sweep, general broad detail on market size, trends, future etc.   The research and business information department at Scottish Enterprise is a superb resource.  With a good brief, they provide great information in a really speedy timeframe and add great value.

For more information on well targeted research contact gayle@rfm.co.uk.

Posted in Marketing Mix, Research, Sales | Leave a comment

Eyeball recognition

Posted on November 28, 2013 by RFM

See that Tesco are going to use eyeball recognition as you walk into stores to determine the products they will display to you.   This is an amazing piece of technology which if it works well could transform targeted communication.  As an organisation, they already know how we shop and what food styles we choose, so this will be a logical extension.  Good example of how customer data and profiling can help position a business.  In some of the less sophisticated environments, perhaps in business to business, knowing how your customers buy is a real asset!

For more information on targeted communication contact russ@rfm.co.uk

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Food And Drink Companies – Get Set, Get Ready, Go For It In 2014!!

Posted on November 21, 2013 by RFM

A series of sessions, just packed with tips and techniques and ideas that will help you to create more sales and access more markets with immediate effect.  This small company Access to Markets programme is supported by Scotland Food and Drink, part funded by Scottish Enterprise and run by Russell Ferguson.

The content looks at markets and buyers to understand what they need and are looking for, it covers how to plan for these markets, and it provides key skill in how to sell more, range sell etc to make your business stronger.

For organisations with a real eye on growth in the future and wanting to skill themselves in the nuances of accessing more customers, this programme is for you. A day per month, led by a serious food and drink marketer to allow you to think and develop your business.  £50 a session over 5 sessions starting early in the New Year.

To register an interest and get some further detail contact russ@rfm.co.uk  or gayle@rfm.co.uk.  Information is also contained on the Scotland Food and Drink website and a factsheet will be available.

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A Couple of Sales Questions

Posted on November 21, 2013 by RFM

How much more do you think you could you sell?
Do the team who are serving customers know how to probe for new opportunities and fulfil them?
Do the sales team know the sales structure inside out to squeeze the maximum out of every contact?
Do the team know how to close deals early and often?
Do they deal well with price negotiation –  what’s the discount!

For companies looking to sell outside their own area. there are funding opportunities to ease the investment in training which in turn provides a more skilled and confident workforce.

Payback could be immediate and the results particularly go straight to your bottom line! –  Simples!
To find out about excellent training which is partially funded contact russ@rfm.co.uk

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Companies Get A Graduate To Implement Your Sales And Marketing.

Posted on November 21, 2013 by RFM

Many years ago we worked on a scheme where, after a marketing and sales plan had been agreed, we arranged for a graduate in house to implement under our guidance and grow their experience. Bit was a great scheme and many of the graduates went on to really good jobs in marketing and sales.
A version of the same scheme is now available in Glasgow. Half funding for the graduate who, if directed well, will grow your business.
For more information on this great scheme. Contact russ@rfm.co.uk

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‘Sampling is the Key!’

Posted on November 7, 2013 by RFM

So said a delicatessen/farm shop retailer I was speaking with earlier in the week.
His experience is that when you sample new products with customers, you can increase sales by a factor of 3, – ideal for newer products, needing to build a loyal and returning customer base or a brand that is in its early stages.
For the producer, supplying some additional product can be a low cost route for promotion leading directly to the sales line of the business.  Return on investment is what it is all about!
This technique can be used in many other business sectors – business to consumer and business to business, not just food and drink.  Encourage the customer to try or experience the product and often they are hooked or at least, more susceptible to purchase.
For more information on this and other low cost techniques that drive sales in  business, contact russ@rfm.co.uk

Posted in Branding, Marketing Communications, Promotion, Sales | Leave a comment

Keeping Track in 2014!

Posted on November 7, 2013 by RFM

For many years we have offered good clients an RFM desk diary, – a diary with a
little bit more.   The format is a week to page running from November 2013 till December 2014 so you can see the date easily.   There is an easy to read tube map for London travel plans and a world map for all those export enquiries.

Of course lots of people have gone electronic in their business life.  However, lots of our contacts still relish the use of a nice diary and a good planner.    Let us know if it is something you would like as we still have a few we can allocate. Contact gayle@rfm.co.uk.

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Tell the Truth in the Morning!

Posted on November 7, 2013 by RFM

Found this an interesting stat.   Research by Harvard psychologists has revealed that ethical behaviour tends to diminish as the day wears on, and that the good intentions that people wake up with gradually disappear. They consistently found that in the afternoon people were less trustworthy than in the morning. This implies that the time of day during which companies conduct business is an important consideration.
(The Times, 31 October 2013, p4).
This may be useful for some companies when deciding the time of day to deliver communication campaigns.  As marketers we are always thinking about when is the right time for the customer to buy, when are they likely to be susceptible to your business offering?  A little bit of in -depth thought such as this will go a long way.  For more information contact russ@rfm.co.uk

Posted in Marketing Communications, Promotion, Research | Leave a comment

Newly Refurbished Style Bar – The Look Takes A Trick!!

Posted on November 1, 2013 by RFM

Just seen the look of the cool new style bar in our local Elliot’s location on Prestwick’s Main Street, geared to the young, cool, ‘out for fun’ markets, – a big investment to rip out and refurbish a whole bar!
Like many of us, I am well and truly not in this target market but do recognise the value that today’s customers place on the look, feel and ambience of a ‘place’.  The ‘physical presence’ of a place to meet, when combined with great products, good customer service and good communication, is a licence to thrill lots of spending customers.  This company have recognised for years the value of understanding moving markets.
For more information on how the marketing mix can apply to your business, just e-mail russ@rfm.co.uk.

Posted in Customer Service, Marketing, Marketing Communications, Promotion | Leave a comment

Live Image – The Next Trend!!

Posted on November 1, 2013 by RFM

I would hazard a guess that the next major trend will be towards Facetime, video, live action and the moving image as a matter of course taking us away from the written word.   All the leading edge consumer products are embracing this already.  However, for companies that are not at the leading edge of consumer trends, we still have to think about the new way in which we will need to communicate, in real time, all the time.   Inevitably this will require a change in resourcing.   Perhaps a greater opportunity for film and video companies.
Imagine seeing the other person on the screen every time you contact – it makes you think. Time for acting lessons!!

For more information on this topic contact russ@rfm.co.uk

Posted in Digital Marketing, Marketing Communications, Promotion, Social Media Marketing | Leave a comment