Glasgow Business . 33
www.glasgowchamberofcommerce.com
that, whether yours is a new or long-standing business, there are ways that you can find new customers without spending a fortune. As with any business function, the secret of
success in marketing is to plan carefully. From the start you need to identify your best prospects, and then assess the best way to reach them. It’s important to be as specific as possible and think about factors such as why and when they might buy. When you have your answers you must write them down, and refer to them before you begin any new marketing tactic. Andrew Dobbie, director of full-service
creative agency MadeBrave, is a firm believer in the maxim that a litle imagination can go a long way. Citing examples from his own experience, he said: “Aggreko, the specialists in temporary power, asked us to make people aware of their involvement in the 2012 Olympics and Glasgow’s 2014 Commonwealth Games. We persuaded them to give us one of their very valuable containers, designed some impressive artwork to decorate it and employed a graffiti artist to complete the job – which we also filmed. Te results were mentioned in the Wall Street Journal, The Times, the Herald and other publications, and an animation that went viral. “Similarly, when Scotish Renewables
asked us for an annual report we created an illustrated animation which told the story of the Scotish renewable industry. Again it was hugely successful. Te video went online, was picked up by the press, was shared on the
“The reason for coming to a Chamber event is not to win immediate business. It is about gaining connections, raising your profile and becoming established in the business community”
internet and will continue to be shared for years to come.”
SIMPLE STRATEGY
Over and above commissioning an agency like MadeBrave to come up with some clever ideas, there are numerous simple ways that you can generate interest under your own steam. For example: • join membership groups that atract your target customers. Remember to make a contribution to the groups’ activities; if you simply act as an opportunist you’ll be spoted quickly, and get litle business
• write an article that demonstrates your expertise, and send it to newspapers, magazines and websites that accept submissions
• network with others who do the same type of work. Let them know you can handle their work overloads – but don’t try to steal their customers
• speak at industry conferences • demonstrate your product or service to groups or individuals that might be
interested in what you have to offer
• offer a free consultation to people you think could use your services
• ask existing customers, prospects and casual acquaintances for referrals
• enlist others to sell your product or service – look for affiliates, resellers or people who will generate leads for you in return for a commission on sales
• run a contest – make the prize related to your business, perhaps a giſt of your products or service
• ask your suppliers if they can use your products or service, or know anyone who can.
Ian Brown, managing director of branding company BlueIce, emphasised the need to be specific in your approach. “Unfortunately, when it comes to marketing some firms try to be all things to all men. Tey think ‘anyone can be our customer, so let’s do a generic item’. However, taking that route means you end up
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