business advice
square6 FINANCE business partner says it's not
Know the market
Time to grow
important, that what counts in
business is providing a good
Q. What changes will the new service, but I think we'll be
What thoughts are you putting Shropshire Council unitary body missing a marketing trick if we
in your customer’s mind? bring for small businesses in the don't do this properly. Can you
In this day and age it’s county, particularly in the area of give us any advice?
imperative to win more business support?
business. But in trying to A. Royal Mail, to Consignia, and
achieve this are you giving the A. Part of the preparation for the back to Royal Mail again, Norwich
wrong messages to your new unitary council was the Union or Aviva, Abbey or
customers? Are you giving them establishment of the Shropshire Santander? Company and brand
the idea that you’re cheap and Business Board. Founded in June names can invoke passion and
they can just mess you around? 2008, it provides an opportunity strong emotions in people.
Just look at some marketing for the private sector to influence We say a good name is vital.
GARETH
businesses utilise and ask the way economic development is First impressions count and your
yourself what message are delivered within Shropshire. business name is very much
EMBERTON
they giving out? We've expanded our economic that opportunity.
ENTREPRENEUR’S
Some of the common development team – based at the I can understand your partner’s
COACH
marketing expressions used by Shirehall in Shrewsbury – with a sentiment – worrying too much
many include things like ‘No new head of service, Mark about such things can get in the
Obligation Quote,’ meaning it’s okay for the customer Pembleton. He provides a way of good service which will
to take up your time, mess you around and then not buy dedicated sector support team ultimately help to determine the
anything from you; ‘Competitive Rates,’ roughly translating focussing on the priority sectors of success of the business. However,
into the idea you’re willing to be bartered down on price and economic growth potential within don’t underestimate the value of
you won’t complain and ‘Not Knowingly Beaten On Price,’ the county; such as food and drink, getting the name right. You need a
where the customer believes they can take the product or enterprise and innovation along name that you are both happy
service and pay what they want to! with environmental technologies. with and proud to introduce
Those are bad enough and then you get the worst sin in the The team will work in partnership yourselves with. Positivity is key.
marketing world – the use of the word FREE! The old with Business Link and other Assessing about how customers
expression goes “you don’t value what you get for FREE!” business agencies to ensure see your business and asking a
‘FREE Quotation,’ suggests you don’t value your time. delivery of services that best meet few questions is always a good
‘FREE Consultation,’ can tell customers you don’t value your the needs of all businesses within exercise. Think about the names
time or knowledge! the county. and brands you remember and ask
Now I understand why these expressions are used as the This new approach with a private yourself why? Whilst the exact
business owner is trying to lure people into using their sector lead will provide a nature of your business will
business. This assumption is based on the fact they believe streamlined, efficient service to the influence the relevance of these
the only thing the customer wants is the cheapest price, but is business community of Shropshire. questions, this may prove a good
that entirely true? Are you just positioning yourself for a To find out more or to discuss place to start.
tougher time by trying to sell to those prospects? the support available for Consider making it relevant to
Why not try terms which are going to give you a position businesses within Shropshire your product/service (i.e. Kwik-Fit)
of value such as ‘Great Value Quotations,’ ‘Professional Service contact Louise Cross, sector and accessible to your customers.
and Prompt Decisions On Your Requirements’ or ‘Consult support team leader on 01743 Brands such as Saga or Bebo
Our Experts.’ 252572. Alternatively visit deliberately attempt to exclude
By positioning your adverts like this, your prospects will www.investinshropshire.com for those they do not wish to target.
then be focused on the value you bring, like your expertise all your business needs. There's always a place for a
and professionalism rather than just being simply the cheapest name that ‘does exactly what it
deal around. Response by: says on the tin,’ particularly in
Historically, customers have been taught they want a cheap Claire Cox, Invest in consumer goods.
price but the reality is they would prefer a good quality Shropshire Officer Think about your future plans.
reliable service, as a cheap price can lead to a bad product or
square6
Are you expanding your product or
service which will leave them parting with their hard earned service offering? Generic names
cash twice over. MARKETING that stand for common values can
So be careful what you say in your marketing, as you
What’s in
help, (i.e. Virgin.)
could just be setting yourself up for a hard time with Make it easy to spell, read
prospective customers.
a name?
and pronounce – no tongue
To contact Gareth Emberton, call tel: 0870 242 0761. twisters. Make it distinctive, easy to
Alternatively, visit www.the-entrepreneurs-coach.com or Q. I'm about to start a new remember. Memorable is good.
email: success@the-entrepreneurs-coach.com business and can't think of a Can your name reflect the
decent enough name. My benefits of your service – like
40 | Border Business | July-August 2009
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