Impressions, Expectations & Relationships

Impressions, Expectations & Relationships

WE are all aware of the acronyms of B2B or B2C as defining our business and marketing strategies.  They are important to identify your target customer, the way in which you communicate your brand and your offering. To define what sort of business we are – to ourselves and to others.  They define the target market and the route to that market.  But this is only half the story – the other acronym worthy of consideration is H2H (Human to Human) or P2P (Person to Person). Cultivating strong relationships can be the difference between success and failure. My business certainly focuses on human to human or in another way, people to people. Much of marketing is conducted in an impersonal way – digital and traditional methods have relied on brand recognition to drive customer acquisition, in succeeding without talking or meeting the end customer. In effect a pure B2 or B2C experience. There is no doubt this works for many, just as many...
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Roadmapping for success – approaching new markets

Roadmapping for success – approaching new markets

What is the right way to approach new markets and how does approaching an international market differ from a domestic approach? What needs to be considered? How do you make the optimal choice? We look at the advantages of Roadmapping your export activities to maximise potential. Separating what we know and defining what we don’t know is essential.  The aim of your bespoke Roadmap should be to achieve increased market share.  By defining the stages, deliverables can be measured, considered and controlled. The map will define what the criteria for success are, what the budget is and what timelines are to be followed. The structure of both desk and primary research is the same as for any new market with the added ‘colour’ of international trading requisites and culture.  Using a Roadmap template can help to guide a company to seek the information needed to launch a successful campaign in a new market.  Creating a template that your company can design and...
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Customer Myopia

Customer Myopia

At a recent networking event the audience of consultants and small business owners were asked about who was their customer? There was a mixed response to the question with people mainly identifying those people that bought their products of services. Some of those present then went on to say why they had customers and what their value proposition was to their customers. There is a huge field of information on ‘voice of the customer’ for supply chain optimisation, on extending services to the buyer/seller relationships by adding layers of value. The 21 Customer Burdens (of Uncertainty) features on building trust with your customer whilst another approach advocates that you ‘put yourself in their shoes’: Click HERE to view a great article  by Marketing Donut A whole science on defining what you provide, what you should offer and the best way to achieve new customers whilst retaining established buying relationships. But for me the value that companies offer to customers is only one strand of a...
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