FREE 40 minute Marketing session

January 7, 2013

Many small businesses and organisations, often as a consequence of day-to-day pressures on their time, have a stop/start approach to marketing.

This FREE 40 Minute marketing session will enable you to prioritise the key areas to work on and where to effectively dedicate your time.

Imagine how much more confident you would feel knowing that you had a marketing plan in place where you can measure the effectiveness of everything you are doing?

Delivered by a either a 40-minute video Skype, or meeting at my office, I will take you through the marketing essentials, to help you get right to the heart of what’s important when it comes to promoting your organisation.

Here is a short video to tell you more

Together we will explore and create a 5-point Action Plan that will help you:

Understand Customers’ Psyche – gaining powerful knowledge to build loyalty

Identify your ideal customer – so that you focus on the best opportunity

Make your business stand out – identify what makes it unique and special

Use the power of Social Media – to create manageable two-way dialogue with prospects, customers and advocates

Measure Marketing value – to find out what works best for you

At the end of the session you will have a personalised 5-point Action Plan to take forward and develop your business.

And if you need further support to achieve this, here are details of my Marketing support programme.

Does this sound interesting?

To book your session, call 07971 006 446 or email me.

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Jonathan Wainwright enables organisations to create commercial success through digital marketing, traditional communications and team development.


Do your Marketing materials use the power of Emotional Intelligence?

July 9, 2012

It used to be that using FAB’s (features, advantages and benefits) was the way to effectively promote to achieve sales. Today, things have changed. Psychology has upped the game by identifying how Emotional Intelligence also has a role to play too.

Jonathan WainwrightIt’s all about the emotion that is associated with a customer’s needs.

Take these cakes.

They look pretty and attractive and probably aren’t that nutritious or healthy to eat, yet they sell well because when they are seen, they raise strong emotions in many people.

It’s this emotional reaction that makes them attractive and what makes them sell and in demand; nothing to do with food at all.

So, when it comes to working out why people buy from you, it’s not just about the benefits your product or service provides, it’s also about establishing the key emotional triggers that are most motivational to your customers and prospects.

Get this right and you will create your most powerful marketing ever.

So, remember to take Emotional Intelligence into account when researching why your customers buy.

Make sure that you identify their ‘Wants and Worries’ and then make sure that the benefits that your product or service provides supports these emotional needs.

If they don’t, you could lose out to your competitors, even though you might clearly provide a better service on paper.

Apple is the master of taking this approach, that’s why Apple users are so passionate about the company and its products.

Take a leaf out of Apple’s book. When you do, and use Emotional Intelligence to market your products, you will find out that you really can have your cake and eat it.

Jonathan Wainwright enables organisations to create commercial success through digital marketing, traditional communications and team development.

Join me on Twitter and LinkedIn.

Do you have a Social Media Funnel?

April 16, 2012

The majority of businesses understand where their sales come from and what they spend to achieve them, yet often when it comes to Social Media they have little idea of the impact or costs. Usually because one of the attractions is that it’s ‘Free’.

And that’s a major issue, because Social Media isn’t actually ‘Free’. The cost comes from the regular time needed to establish an appropriate strategy and then to implement it via this relatively new channel.

Let me paint a picture of what can happen. It all starts in a blaze of youthful passion and enthusiasm – the team will sort out the strategy later. The ‘Blogs’ up and running, Facebook and Twitter accounts are opened and posts made daily, the YouTube viral is uploaded and LinkedIn profiles are 100% and relevant groups joined and conversations started.

Then a few weeks later the shine starts to fade and interest wanes.

Either relevant followers haven’t appeared or website traffic has stayed the same and enquiries are static despite hours of effort. And then it dawns that all this time has been spent chasing nothing. A big hole has been dug. And what’s worse, the organisation is trapped on the Social Media treadmill as stopping now could have a potentially damaging impact on existing customers and prospects amongst the followers and fans. A vicious circle has been created.

But it doesn’t have to be this way; there is a better way to manage Social Media. A Social Media Funnel is part of a strategy that involves and uses all the company’s staff, expertise and resources in a consistent and clear manner to create the required leverage.

Plan your strategy first, then you can identify and measure metrics that confirm you are achieving your goals. When you can do this, you will know that you are creating appropriate consumer interaction for building your business and have a great Social Media Funnel in place.

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Digital marketing adds an exciting new dimension to communications

January 10, 2012

Traditional marketing was all about the product, the 4 P’s; product, price, place and promotion. Digital marketing has radically changed this, as the marketing focus has now become far more customer centric.

The emphasis has moved towards creating ongoing two way dialogue. It’s about creating new ways to purchase too. A good example being the option to buy online and then collect at the store, the customer chooses what’s most convenient for them. And most powerful of all, a brand new dimension enabling customers to communicate directly with each other, which was impossible before social media.

For most Companies, this means re-thinking their marketing and customer communication strategy and those that don’t are unlikely to survive. The impact Digital has is becoming clear. Statistics are available to demonstrate that it isn’t a fad or fashion, it’s now main stream. Last month according to the latest BRC-KPMG Retail Sales Monitor, internet, mail order and telephone sales lifted by 18.5%, when compared with December 2010.

That’s the strongest gain reported by the BRC monitor since December 2010 when non-food, non-store sales rose by 18%. And this has happened during a time of financial uncertainty, squeezed transport costs, job cuts, pay freezes and general high street trauma.

And as Smartphone sales grow, it will continue to gain importance as the digital age places more power in the consumer’s hands than ever before; via both landline and mobile. They have the ability to check prices, assess quality, check availability and understand what other users think, before any contact at all with the seller.

However, it isn’t all one-sided. There are considerable benefits for sellers too. They have the ability to forge stronger customer relationships than before – the Apple syndrome. They can gain new customers through pier group comment, gain valuable feedback for product development and achieve a lower cost per sale by combining high street and mail order distribution.

Inevitably Digital will impact upon every business or organisation. If you are assessing how to respond, then let me explain the relevant pressure points and how digital marketing can have the same positive impact on your business that high retailers enjoyed in December 2011.

Jonathan Wainwright

enables organisations to create commercial success through digital marketing, traditional communications and team development.

Join me on Twitter and LinkedIn.




Three great ways to make Social Media work harder for you

August 8, 2011

Social media has changed the way businesses engage with customers. No longer can you ‘Tell’ a customer. They want to ‘Discover’ and be ‘Intrigued’. They want to feel a part of your organisation.

So giving followers or fans links to product information or new services is the quickest way to dampen interest and turn them off. To build a relevant and useful following, you must be more creative and intrigue them.

Here are three ideas to inspire your customers:

  1. Ask fans or followers what they want from you. How can you improve your service? What ‘add-ons’ can you
    provide? What would help them make the buying experience more convenient? Make it a 360 degree conversation. Starbucks do this brilliantly with, ‘My Starbucks Idea’. It works because they introduce many of the ideas and give their audiencefeedback, which builds inclusivity.
  2. Run a Social Media Promotion. These are techniques that will build following, create interest and gain feedback that you can act upon. Many of Ice Cream maker, Ben & Jerry’s best-selling flavours come from customer suggestions. They ran a ‘Do the World a Flavor’ competition where fans, via a fun online ‘Creation Station’, invented their own variety. Finalists won prizes and the winning flavour became an official Ben & Jerry’s product. Over 100,000 entries achieved!
  3. Use Polls or Surveys. Consumers love to share their ideas. So ask them for their opinions and benefit from this knowledge.  Security firm ADT, posted a question on Facebook asking, “We’re curious….what do you think burglars are most afraid of?” Fans gave their answers and discussed opinions via the comments section. The following styles of questions work: The next product or service they would like to see, topical and relevant and tied to the brand, where the answer is clearly of interest, controversial topics,but being careful to avoid associating your organisation with the topic.

Use these techniques to get your Social media followers involved. Don’t ‘Sell’, aim to keep them interested in what you have to say.

That way they will remain or become your best advocates.

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Why do some customers fail to buy; even when you sell the benefits?

July 25, 2011

It’s probably because some of the basic criteria, communicated by your organisation, have been overlooked.

Frederick Herzberg was an American psychologist, one of the most influential names in business management.

He is most famous for introducing ‘Job Enrichment’ and the ‘Motivator – Hygiene theory’. His 1968 publication, ‘One More Time-How Do You Motivate Employees?’ sold 1.2 million reprints and was the most requested article from the Harvard Business Review at the time.

Although his work mainly relates to employees and staff motivation, the same principals can still be successfully applied today, to customers and suppliers.

Herzberg believed that businesses had to meet a series of fundamentals in order for customers to do business with them. He called these Hygiene factors and examples might be; location, brand, size, accreditations, telephone handling, customer contact, delivery trust, turnover, track record of success, financial reserves.

Meeting these criteria, which are specific to each customer, gets you an invitation to the party. However you still have to compete to win the business, regardless of how good your product or service is.

Simply put, fail to meet these Hygiene factors, and no amount of product benefits will work to convert these prospects to customers. A good example of how a Hygiene factor influences customers, was the effect upon financial institutions when they moved towards cheaper offshore call centres; they lost customers in droves.

Have a think about organisations that you know, yet wouldn’t dream of working with. You will inevitably unearth the Hygiene factors that they are failing to meet, when you think about why you feel that way.

That’s why it’s essential when you are exploring your organisation’s ‘Unique Selling Proposition’ (USP), that you make sure possible Hygiene factors are met first. Otherwise it doesn’t matter what the benefits of your service or product are, you will never, according to Herzberg’s theory, attract customers to buy.

And that means you are wasting marketing budget and effort and letting your competitors erode your market.

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How will QR Codes help your organisation?

May 17, 2011

Short for ‘Quick Response’ codes, these symbols are the next generation bar code. They can store far more information, are quickly and easily generated and can be read by SMART phones.

They are used to provide a way of taking information from transitory media such as POS, brochures, web pages, posters, tickets and putting it onto a SMART phone, so that the user can access the information later – ideal for people on the move.

And for the marketing savvy, they are more useful than barcodes because they can store (and digitally present) much more data, including URL links, GPS coordinates, text, key product features. Instead of requiring a chunky hand-held bar code scanner, they can be read, in the blink of an eye, by modern SMART phones using either iPhone or Android apps.

The SMART phone market in increasing exponentially and as it does the use of these clever symbols will increase too as consumers want a quick and easy way to store information important to them.

How can they be used?

Here are a few examples:

– To create a new dimension to your Twitter, Facebook, MySpace, YouTube presence etc.
– Promote product details at shows, exhibitions and retailers POS
– Another channel for communicating contact details, adding them directly into a prospects contact list
– Personalising Special offers, promotions, coupons
– Creating links to other information.

Worldwide, 172 million SMART phones were sold last year, up 24 percent. In contrast, total mobile phone sales were flat at 1.2 billion (Source Gartner 2010).

So early adopters will benefit from this growing opportunity – the only constraint is your creativity.

If you want to decode the QR on this page, save the image and go to this web site.

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