How are companies tackling the economic downturn?
RECESSION BUSTERS
During these difficult times, many businesses are striving to beat the recession. We felt that it would be interesting to see how various companies are coping.
In this issue we take a look at Course Care, part of the Highspeed Group Ltd and see how they are tackling matters.
T
he company was subject to a management buyout mid 2001 and is now under the ownership of joint MDs, Andrew Vincent and David Mears. Investment
and product development followed with the expansion of waste management services, the inclusion of a wide range of work, leisure and PPE products and the rapid growth of a bunded tank sales operation. In 2003 ClearWater washdown water recycling systems were successfully launched responding to the needs of many wishing to bring their facilities up to date and comply with current legislation. Growth continued until
audit, including the introduction of biodiesel into our vehicles. This has been produced from waste catering oil that we collect as part of our waste management services. We are also emailing where possible, rather than producing hard copies and the resulting postage cost. Light bulbs are now low energy, wherever feasible, and not left on in unoccupied rooms.”
On the marketing side, the company Andrew Vincent (l) and David Mears
around a year ago when the first signs of an impending recession were noticed. “When the recession began, we carried out a detailed review of our activities.” David Mears told us. “We looked for ways to reduce costs, checked how effective our marketing activities were and how we could stimulate business.” As a result, the company embarked on
a “recession-busting” programme, even creating a special logo for their recession-busting offers. “Our research and analysis is certainly benefitting us” said David. “We have introduced cost saving measures as part of our energy
introduced a monitoring system for telephone enquiries. Whilst taking enquiries, callers are asked how they heard about the company. It sounds simple but is proving effective in targeting PR, advertising and web presence. “It’s surprising how useful this is.” said David. “Not only can we see which adverts work but, if we try an advert in a magazine and there’s little response, yet another similar advert in another magazine brings results, it’s easy to see where we should be.” “Monitoring websites also keeps us informed as to which products or promotions are creating the most interest. Keywords are updated regularly to respond to searches. Our enquiry rates have risen considerably as we have developed our web presence and employed AdWords and Analytics effectively. We have found too that having two new websites, dedicated to specific product groups and linked to our main website, has proved a success. I cannot understand why some companies don’t interrogate web statistics. There seems little point in spending money setting up a website and then leaving it with no knowledge of how it performs for you.”
The company has targeted press advertising carefully and finds that adverts in support of appropriate
“Exhibitions have come under the spotlight and one bold step this year has been the
decision not to exhibit at IOG Saltex in 2009”
editorial bring in the most enquiries. “Exhibitions have come under the spotlight and one bold step this year has been the decision not to exhibit at IOG Saltex in 2009. With falling enquiries and sales from this particular show over the last few years, and potential purchasers checking the web, the directors took the view that the costs of attending would be far better spent funding an Autumn and Winter sales campaign” said David. “We know that our customers are feeling the pinch and need support too, so we’ve launched new campaigns with extra discounts, free product or upgrades and attractive payment terms. Our latest ClearWater offer, for example, shows an £800 saving. Mail shots are bringing in results too.” Course Care seem determined to “ride out the storm” with a strong pro-active approach coupled with regular monitoring of activities.
“There seems little point in spending money setting up a website and then leaving it with no knowledge of how it performs for you”
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