Building Brand Awareness

Posted on November 1, 2013 by RFM

Had the pleasure of speaking at the Taste Ayrshire meeting at the iconic Turnberry Hotel this week.  Around 30 – 40 businesses turned up to see the new brand collateral and the great new video which positions Food Producers in Ayrshire.   These materials will now be available for use to position Ayrshire in retail stores, cafés and restaurants, hotels and B and B’s as well as online and on social media.

The key to success in any brand activity is of course – REPETITION, REPETITION, REPETITION.  This was the message to the assembled group of businesses.  Having produced and accessed the collateral, the trick is to ensure mass visibility in places where customers congregate.  The more it is used, the better the brand will become.
These principles apply in every business, whether business to consumer or business to business.  If your brand is less known, you can use the group brand as a hook to get customers through the door.  If your brand is well known in its own right, you can use the group brand to endorse your brand further.  Recognition and positive awareness of our brand is what we all wish to achieve.  Like any business process if it is planned and implemented correctly, it will work!  Here’s to a successful launch!!
For more information on this topic – contact russ@rfm.co.uk

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Where Do You Interface With Your Customers? Existing and Potential

Posted on October 24, 2013 by RFM

On social media to provide a brand wash or swipe? At key shows and exhibitions when customers are in buying mood and susceptible to purchase? When they walk into your store, e mail or telephone into your business?  When they speak to you face to face?  When your order team speak  to them?

It strikes me that an innate understanding of the above will help to ensure that no stone is left unturned as every opportunity is maximised.

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

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Brand Refresh

Posted on October 24, 2013 by RFM

Just working on the project management of a brand refresh for a company looking to modernise their traditional image.  In testing the concepts with trade customers, there is great excitement and anticipation about the sales uplift this will provide.  The research in itself has acted as a piece of communication and built awareness and anticipation for the new brand.

For more information on good brand management practice, contact russ@rfm.co.uk

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Research – Lighting Up The Way Forward

Posted on October 24, 2013 by RFM

A small piece of well controlled and 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.  It is in fact the basis of a forward strategy for growth.

Research like this works well amongst existing, new customers and channel partners in all important export markets.

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

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Prestwick – A Case for Aggressive Marketing?

Posted on October 18, 2013 by RFM

This week, the media have covered the latest case for Glasgow Prestwick Airport being put into public ownership.
As a marketer, one wonders if the message of Glasgow Prestwick is truly etched on the minds of those people in airlines around the world responsible for appraising new routes and fast journeys from touchdown into our cities. Is Prestwick genuinely on the radar with these people with all the key benefits it brings?

Here are a few without too much thought;-
Touchdown to terminal – 5 minutes max – Swift processing through airport – covered walkway to rail station – 3 new electric trains per hour straight into Glasgow (often only 4 stops) and the Central Belt in 40 minutes– dual carriageway and M way onto the national Motorway way network! – 35 minutes to the Centre of Glasgow, – bus service direct from the door into the city – only minutes from one of the world class golfing areas on the globe – Ryder Cup – Commonwealth Games – and of course long runway and fog free all year!
Try doing that in London, Amsterdam, Rome, Paris, or closer to home, – Bristol, Cardiff, Aberdeen etc!

Has the resource/budget been there to deliver the message, repeated time after time, to highly targeted markets to ensure that Glasgow Prestwick remains ‘top of mind’ right through the year?   This is absolutely not to detract from the management of Prestwick or from Glasgow which does a great job.Before any plans are made to mothball, a fresh view of the total market opportunities and targets would surely be worth some speedy effort.  As an example, I did notice that the organisation who run route conferences throughout Europe are always looking for new venues to hold their conferences, – a possible link with the racecourse as a venue? – you can only ask the question!!The potential effect on the West of Scotland economy is just too devastating to contemplate.

For more rant and some possible genuine options on this topic, contact russ@rfm.co.uk

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UK Marketing Spend Rising

Posted on October 18, 2013 by RFM

A recent report from the IPA indicates UK companies are increasing their communications budgets between July and September this year.  Respondents suggested improving economic conditions offer a platform for investment.  The IPA ( Incorporation of Practitioners in Advertising) looks at large blue chip clients and their expenditures.
The key as ever is how to spend that resource and investment wisely, squeezing every element of opportunity out of the ‘opportunities to see’ that you create. This lesson applies to the smaller organisation and business to business organisations as well as to the marketing departments of blue chips who are good at maximising their budgets (it’s their job!!)
There will come a time in the future when all will be online and social, but at this time, we have to consider all formats – Digital (social, youtube, web, Linked in etc.) and Offline ( exhibitions, presentations, desk-ware, events, functions, face to face, point of sale, training etc).
The large companies who have the massive amounts of budget are always looking for the best deal and trying to evaluate response to ensure that the effect of every pound spent is maximised.  So should every business.
For more information on maximising your promotional spend and resource, contact russ@rfm.co.uk

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Driving a Customer Focus In Business

Posted on October 18, 2013 by RFM

Sometimes, a word or a phrase really puts a concept into focus, – perhaps that is the essence of a  lightbulb moment.

In our business, we always talk about how we can help organisations to drive their business from the viewpoint of different ‘customer’ groups.  Sometimes, to see the business from the ‘outside in’ is no easy task.  When putting together sales and marketing activity plans, one of the target groups we often talk about as the first to be focussed on, is the internal customer – i.e. the people that work in the business and deliver to the outside world, the ambassadors that represent the brand with every interaction they provide.

Sir Richard Branson is quoted in the media this week as saying he puts the ‘employees first’ at the core of his businesses, so they can deliver truly excellent service.   This was commented on as ‘sheer genius’ and a great way to look at running a business.   Quite far thinking, as is always expected from this man and of course based on utter common sense.
For companies looking to really empower and upskill their staff, there is the opportunity to do this with funding available to many.

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

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Visit RFM at the Ayrshire Business to Business Exhibition – Tuesday 8th October

Posted on October 4, 2013 by RFM

Pick up a few tips to enhance your marketing focus and sharpen up your sales effort.
RFM will be at stand 48 at the Ayrshire Business to Business show at AYR Racecourse 9.30 – 5pm next Tuesday 8th October 2013.

Stop by our stand – 48 (right in the middle!) for a quick chat and you may get a few tips and quick wins  to think about in your business.  We will also have a prize draw.

Contact russ@rfm.co.uk  for more detail.

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30 Years in Business

Posted on October 4, 2013 by RFM

RFM just passed a true milestone last week.  30 years trading in market research, marketing planning for business growth, sales, marketing and exhibition training.
In that time, we have helped a multitude of organisations to improve the sales line in their business plan.  This has come about by endorsing their products and services with existing and new customers, researching  perceptions of customers and new market sectors, developing  market and growth plans, and the ability to sell more effectively –  face to face, on the telephone and at exhibitions.
Still going strong, we are now focussed on the 40 year milestone and helping companies become more successful.
For information on a company that is no longer a ‘newbie’ but an established organisation with the benefit of 30 years of business insight coupled with the latest thinking in marketing, contact russ@rfm.co.uk

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National Trust – a Purple Cow Moment!

Posted on October 4, 2013 by RFM

National Trust – a purple cow moment

So the National Trust has accepted the Big Brother House into the portfolio of properties, albeit for a short space of time only.  Not exactly a national monument, it is however a significant property of our recent times.  So why do it? –  Particularly with many members probably hideously against such an outrage!

The National Trust has become more user friendly in recent years and clearly now have a strategic marketing viewpoint on the Board.

They make more of the visitor experience and now engage with a younger and more family orientated audience. The properties are more interactive than ever before providing an experiential offering.  They also recognise that they have a very traditional image and need to appeal to the younger consumer of today and tomorrow who in time will become the revenue stream of the Trust.

The Big Brother House story hit the headlines with a real show stopping purple cow  moment, –  national TV coverage on  prime breakfast time news. The promotion created some great headlines and gets the National Trust talked about.  I am sure there will be queues outside the Big Brother house as well as the opportunity to sign up for membership!!

The marketers art is in being able to address business issues with a ‘customer hat’ on.

For more information on creating purple cow moments that shine spotlights on your business, contact russ@rfm.co.uk

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