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MARKETING BEYOND JERSEY by Simon Angelo, Director, Adzet.com


Eighteen years ago I was working in the offices of a Big Six accounting firm in a small city in Australasia. As an intern I was asked to work on a national survey of businesses. It proved to be fascinating work, as the job entailed entering anonymous financial data from almost every client on file. From memory they had nearly 1,000 clients.


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budding entrepreneur still at university, it gave me a snapshot of which businesses in my hometown were profitable and which were not. Many of the businesses doing well then are still there today. Others have gone. One lesson remains clear: Those businesses that were successful invested in marketing. The most successful reached beyond a small city (with less than 100,000 people) to attract customers from afar.


Coming to Jersey in 2015 felt like returning to a small city. The domestic market is limited. As with most small centres, one industry dominates. The success of the finance industry has been based on transacting with a global market. The digital industry seeks to replicate this opportunity. As knowledge industries they depend on skill and talent of people and flows of finance and information that can be directed through the island. So I would like to look at what can be done at an individual, firm and wider level to help Jersey firms gear up to reach more customers globally.


A Digital Island


My background has been running a successful marketing agency, working with national media campaigns for finance, health and non-profit organisations. Marketing is a very changeable field, so alongside this I've developed a share portfolio. Having purchased my first shares at 16, I've developed a stock picking methodology based on the marketing opportunities and proficiencies of companies. The system has to date produced market beating returns. Our business in Jersey (Adzet.com) is a marketing intelligence company that collects a wide range of data to help businesses market. We have launched a funds marketing service on the island and in London assisting smaller funds and emerging managers using target data.


One challenge with smaller, local businesses is they usually face doing all the marketing work themselves and there are few resources in place. Within the scope we have, I see seven things Jersey firms could do better on the marketing front:


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