34 . Glasgow Business June 2015
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suiting nobody. It’s very important to ask yourself who is your customer, what do they want and need, and to design your marketing collateral accordingly. “Always make sure you stand out. For
example we prepared material for a pharmacist who wanted to get people to sign up for a prescription service. “We created a leaflet that looked like a
prescription and it atracted atention – people didn’t expect to see prescription notes being popped through their leterbox, so they took time to read it.”
EVENTS MARKETING
Naturally, it is always a good idea to be a member of the Chamber of Commerce and to atend its meetings. Alan Busby, Head of Events at Glasgow
Chamber, believes increasing numbers of businesses are marketing themselves via the Chamber. He said: “In the aſtermath of the recession we noticed that companies were focusing their marketing spend on coming to events and reducing advertising and other promotional activity because they found they were geting a higher return on investment. “However, 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. Events are an
“About a year ago, we had a ‘Eureka!’ moment and realised we could make our screens available to local advertisers at different times of the week”
investment and an exercise in relationship building.” Since they invariably offer a value or skill
that people can use in their business, Chamber events atract a wide spectrum of senior figures, from marketing and business development managers to chief executives and financial directors. Tey also provide opportunities for qualified people to make a presentation on a specific area of expertise. Alan added: “For speakers it’s as much of a networking exercise as it is for those who are there to hear them speak. Tere’s no pitching at events, but if someone wants to present we sit down and work out what their value add is. We also need to understand why they are qualified to speak and if there is an interest from the membership.”
POSITIVE SIGN
For many businesses, especially those with a public-facing shop front, marketing begins with the basics, that is, a company sign. Daw Signs specialises in this area and the company’s sales director, John Kerr, said: “For your business to do well it needs footfall, whether that’s people
coming through your door or phone and email enquiries. “Signage has to be impactful, vibrant and
clear, and it has to do many things – catch the eye, give an idea of your offer and sum up your business. In other words, someone who makes fashionable handbags will have a different sign from a solicitor. One will convey vibrancy, imagination, youthfulness and style, while the other will lean towards trustworthiness, heritage and care. “Nowadays, every type of sign can be
manufactured. For example, we made a sign for Porcelanosa at Braehead where during the day the wording is black while at night it turns white – which means the company name stands out on the brightest day and the darkest night. “And signs can be as big or small as a
business needs. Modern equipment allows us to wrap the side of buildings.”
OPEN TECHNOLOGY
Te unrelenting development of technology is not only bringing more communication channels, it is changing some types of traditional media and opening up their use to
visual solutions
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