I was struck recently by the diversity of the clients I’ve been working with, and the different challenges they all have. People often tell me they’re interested in how others deal with their business issues, so I’m hoping some of them might strike a chord with you, and give you inspiration to tackle your marketing head on. Some of these case studies talk about how I work with people, some talk about specific solutions.
Asomo Crafts is a new business, set up in the village of Hartley Wintney in Hampshire. Asomo stands for ‘A space of my own’ and the craft space housed within an old bakery is being designed to provide exactly that to people who love to get creative. Aimed at both children and adults, the business provides both classes and materials to buy and use.
Business challenge: The business owner was brimming with great ideas, but feeling overwhelmed, not knowing what to do first.
Solution: After an initial meeting to clarify what the product is and who it’s aimed at, we came up with 3 main objectives, complete with a list of tasks that will help to achieve each one. Any activity that doesn’t contribute to one of those objectives is put on the back burner. We meet regularly for an hour to review progress and tweak the plan as we go along.
Clear Green Renewable Energy is an advisory business for those responsible for energy within both the corporate and the public sectors. There are government incentives and other benefits to switching to renewable energy such as wood pellet boilers, but there are many factors to consider before installing an effective solution. Clear Green aims to cut through the clutter and provide an independent view.
Business challenge: Finding a way to talking to target customers and getting their interest.
Solution: After analysing the needs of the target customers, it became clear that they need no-nonsense, independent advice. Part of the solution is to produce a pdf guide with case studies, useful tips and a business directory at the back. This will sit on the main website, and the content will provide topics for social media content & discussion. The website will be optimised for relevant, industry specific keywords and social media channels will link back to it. Target customers will be approached with a view to advertising in, as well as receiving the guide.
Twitter – @cleargreenRE
Attracting more of the same
The Rosevine is a chic family holiday retreat on the south coast of Cornwall. Their target market is families who value stylish surroundings for a family holiday by the sea.
Business challenge: They have a very strong seasonal business, but it can be quiet in the low season.
Solution: I have worked on a retainer basis with the Rosevine for over 2 years, and over that time, we have identified that families are their core market. Within that, there is a niche market – parents of young toddlers and babies, who can travel outside the school holidays, but still value the family environment. By setting up specific packages they can be targeted effectively. We have now created 2 seasonal packages for autumn, spring and early summer that tackle these traditionally quiet periods. These are proving very popular, and we have seen a substantial increase in year on year bookings.
WilcoxBurchmore design and install commercial kitchens, typically in schools and offices.
Business challenge: As a start-up in 2011, they needed to establish themselves as a reliable supplier, with good links to equipment suppliers and fitters.
Solution: We set out a communications plan for the year, which includes a regular email bulletin containing case studies, product of the month and a personal message from the directors. This is sent to all contacts and suppliers, and keeps them front of mind. In addition, we meet regularly to discuss other ideas. They have beaten their original revenue target for the year, and have had projects lined up back to back since they started.