When the going gets tough, the tough get Savvy

Successful companies don’t abandon their marketing strategies when the economic climate is difficult – they adapt them. When you think about it, it makes complete sense; this is not the time to cut advertising. It is well documented that brands that increase advertising during a recession, when competitors are cutting back, can improve market share and return on investment at lower cost than during good economic times. Keeping your nerve whilst others are losing theirs and you stand to gain market share.

(Source: Prof John A Quelch, Harvard Business School)

Although trading conditions are obviously still very difficult for businesses in the region, the reality is that they all still have products and services to sell and this is being reflected in the number of enquiries we are receiving from organisations looking to outsource their marketing after cutting or downsizing their own internal resources over the last 12 months.

We don’t sell trumpets, but as marketers we have lots of cost-effective ways to make sure that existing and potential customers keep hearing you loud and clear.

New ASA Regulations for Marketing Communications on Websites

From 1st March 2011, all marketing communications on websites will be regulated by the ASA (Advertising Standards Authority). The UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing will apply in full to marketing messages online, including the rules relating to misleading advertising, social responsibility and the protection of children.

Marketing messages on your own websites or other non-paid-for space under your control including social networking sites such as Facebook, LinkedIn and Twitter regardless of sector, type or size of organisation will be monitored by the ASA to ensure that all advertising is legal, decent, honest and truthful.

For help or advice with your own online Marketing Communications, please feel free to contact us on
0161 834 6729.

Complete information on the new regulations and on the ASA can be found by clicking here.

The importance of knowing your customer

Successful businesses are typically run by individuals who understand the value of their product and can communicate this effectively to a well-targeted audience.

Must do’s include:

1. Always put the customer first; ensure you know exactly what they want and need. And if you don’t know, ask them!
2. Understand your routes to market; know who buys your product and who consumes it. Tailor your messages to each of these groups to maximise their impact and your chances of an enquiry
3. Believe in the power of brand; a clear brand identity that is well aligned to the needs of your customers will differentiate you from the competition.
4. Talk to your customers; know the communication channels they use and never miss an opportunity to engage in conversation about your brand.
5. Have confidence in your product; embrace word-of-mouth, don’t fear it, and let your customers, strategic partners and suppliers be powerful sales agents for you.
6. Be brilliant at customer service; go the extra mile to make your customer smile and remember your brand for all the right reasons.

The Savvy Partnership can help organisations with many of the points covered above. Simply contact on 0161 834 6729 for more information.