30 MARKETING


AFTER THE CAMPAIGN by Tamsin Cann


Client coordinator, Cotton Court


Marketing is key to retaining existing clients and is the driving force behind winning new business. After all, it is the shop window to your organisation.


With so many marketing tools at our disposal from digital to the physical world, translating a killer idea into a successful campaign and presenting it to potential clients has never been as easy to achieve, even on a modest budget.


So, if we know our customers’ needs and can inform them on how we can solve their problems and they ask us to get on with it and award us a contract, why are some businesses more successful than others?


You have to deliver on what you promise. It’s that simple, so why doesn’t everyone?


There are many reasons but one which we see too often is bandwidth. Simply having the


capacity to handle the extra often unexpected volumes which are the by-product of a successful marketing campaign.


A mistake which is often made when trying to handle increased workload is that the wrong people end up doing the wrong jobs, we have all heard it before, let’s all pitch in, and all hands-on deck.


As admirable as these acts of comradeship are, it often leaves key members of the team frustrated by doing admin or other generic roles instead of the specialist task they were hired to do.


Outsourcing these tasks to virtual assistants or using software or telecoms solutions are a great cost-effective way of managing changes in workload, allowing key people to do what they should be doing whilst still delivering the service level your clients expect.


ZOOM FATIGUE


AND BRINGING THE SPARKLE BACK


by Rob Hallam Managing director, Bigtank Video Productions CREATING


GREAT RESULTS FOR BUSINESS


SINCE 2005


Get in touch to see how we can help your business grow hello@bigtank.co.uk | 01706 587401 | bigtank.co.uk


Firstly, I ask your forgiveness for using ‘new’ and ‘normal’ in this opening sentence, but there is no getting away from the fact that video calls and messages are absolutely, the new normal.


There’s no travel, minimal cost, and the only health concerns are cold legs now that we’ve realised we don’t need to wear trousers whilst Zooming!


However, there is a more serious drawback in that we can start to forget just how powerful and more engaging ‘seeing’ someone is when we communicate, even if it is via remote technology.


Whether in virtual meetings or recording presentations, if we become complacent we can look bored, slouch, read emails whilst people are talking, all the things we would not think of doing in a face-to-face situation.


Studies have proven that whilst what we say is especially


important, it’s also vital that we look and sound confident and professional too. So, for your next Zoom or Teams meeting:


Plan what you are going to say and prepare bullet points, just as you would if you had travelled for a client meeting.


Make sure you are well lit but try and avoid a bright light behind you.


Get a decent plug-in microphone and do not rely on the built-in ones on the laptop or webcam.


If you are a fidgeter, try to avoid a chair that swivels. (Honest, this makes a difference.)


And vitally, look into the lens of your filming device and not at the person on screen as this gives you direct eye contact with your audience which creates engagement.


By doing the above you will bring back that sparkle to your virtual meetings. Trousers are still optional though.


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