This is one of the ideas covered in the book – “the Marketing Launchpad” by Alastair Campbell available now from Amazon – order your copy today.

Of course, there’s no such thing as being ‘slightly unique’.  You are either unique or you are not.  However, many companies would argue that being unique for them is simply impossible.  It’s quite true that many aspects of one high street shop are simply replicated in the next high street shop. So, in this exercise you are seeking out points to differentiate you from the competition, rather than to reinvent your business.

The first thing to consider is how your customers react to all this similarity of service. With nothing distinct to choose from a selection of possible suppliers, the only way they can then select is by having a broadly ‘good feeling’ about the person they spoke to or, in the case of the client, how much is charged.  Unfortunately, as a business, neither is especially helpful.  So perhaps it’s time to make yourself stand out from the competition.

The idea of being ‘slightly unique’ is simply about looking at what you do that is good, unusual, better, faster cheaper about something that you’ve been doing for a long time or something that you’ve just started doing. In short, things that make you stand out from the competition in some way.  Start by making a long list of the things that you do. See if you can get up to 30 items on the list that are in some way unusual.

Now, look back through the list imagining that you are a client or potential client.  Do any of them represent something that is genuinely special or advantageous?  If not, try adding ‘which means that…’ to the end of the point and see if you can turn it into an advantage or benefit.  For example, “We are open until 6.30pm 3 days a week…(which means that)…you don’t have to visit us at the weekend or in your lunch hour.”  For a customer, this may be a useful thing that will bear in mind and could lead to extra sales. Go through your list and see what existing benefits you already have that you may never have fully articulated to prospective clients before.

Now, still thinking like a customer, consider what you want to see from a company like yours.  Before it was your business what annoyed and frustrated you about the industry. Are you serving up more of the same?  Could you still shake things up? You could even arrange to speak to companies about what they don’t like about their current supplier.  With this as a starting point – how could you change things around and make your offering more customer focused and memorable?  Whilst doing this exercise, forget about what is realistic and possible and think about client wants as a starting point rather than what you are able to deliver.

By adding value, making it easier to buy from you and making the experience special you will be remembered and people will choose you – not simply because you are cheap, but because you have something ‘slightly unique’ on offer.

If you would like marketing advice to help grow your business, claim a free 1 hour marketing consultancy session from the Ideal Marketing Company by calling 01858 44 55 43.

“Motivational..useful…worth attending…I’ll tell my friends and colleages…interesting…inspiring..helpful…above average…thank you so much…profitable ideas I’ll introduce straight away”

In fact in all the feedback forms there wasn’t a single negative comment – which is always nice.  If you want to find out why people said the things they did you can come to the same seminar in Market Harborough next month.  It’s on November 24th at 6pm in Market Harborough.  Call 01858 44 55 43 to reserve a free place.

We like to think that we are important to our customers and that they lie awake at night wondering if we will write or call them during the next day – but sadly this isn’t the case.  They probably can live without a call from a recruitment company asking if they have any vacancies at the moment and they probably have enough letters landing in their reception area to notice if your brochure is there or not.

But the ultimate indignity is when you phone up an old, existing  client and they ask you ‘Where are your from again?’ How could they possibly forget that that you actually dealt with them before and that you are the company that has helped them find at least some of their colleagues that are sitting near them in the office.

One way to minimise that chances of this form happening is to keep a regular e-mail campaign going.  For most, a monthly newsletter is frequent enough, but be clear about what the point of the campaign is. You are not necessarily going to generate a flood of enquiries (although you might).   The real reason is to keep you name, your company, your logo and your services in the mind of your customers and your prospects.

A decent regular newsletter is probably the quickest and cheapest form of marketing that you can produce.  Your list should be built up from opt in subscribers, along with people you meet at networking events and your customers base.  This data combined with time this will turn into a very powerful tool through which you can promote:

• New services
• Open evenings and events
• Testimonials
• Case studies
• Twitter or blog developments
• Great new candidates

In fact building up an e-mail list of existing and future customers and sending out a regular e-mail to them is probably the most cost effective and indeed effect ways of stopping the response “you are from where?” over time.

Action points

1.    Start collecting together business cards
2.    Create a sign up form on your website
3.    Work out a simple newsletter with sections that you can write about each month
4.    Make a start this week.

Alastair Campbell runs the Marketing Mentor programme which offers a free one day marketing seminar followed by a free 17 month marketing support package for recruitment company owners or their senior staff. Visit www.themarketingmentor.co.uk to find out more.

It’s taken a lot of time in the evenings and during holiday’s to complete it but I’m delighted to say that my first book is about to be published.

Around 50 business owners are are going to joining me for the evening and I have made 10 additional spaces avilable if you would like join me.

My book is called ‘The Marketing Launchpad’ and the launch takes place on Monday July 12th from 6pm till 8pm at the Angel Hotel, High Street, Market Harborough.

The evening includes a 1 hour seminar on topics such as branding, advertising and niche marketing.  It will be followed by a Q & A session and a book signing.

Taken from the files of the Ideal Marketing Company and drawing on over 20 years experience in the in the marketing industry, The Marketing Launchpad is designed for small business owners who want to kick start their new business campaigns without breaking the bank.

Admission is free of charge, however entrance to the event is by invitation only.  Please confirm in advance if you are able to attend as places are limited.

If you are able to attend you can expect an evening of inspiring ideas and practical solutions. To reserve you place please e-mail launch@idealmarketingcompany.com or call 01858 44 55 43.

If you would like a copy of the book but are unable to attend on the 12th it is now available on Amazon by following this link.

The Marketing Launchpad

Hothorpe Hall

The latest Marketing Mentor seminar took place yesterday and thanks to everybody who came along.  Here is a selection for feedback from this seminar:

“A great venue and very positive event”

“So many ideas that I can personalise to my business.  I’m really excired about finding my niche and deciding the new branding for my business”

“A fascinating introduction to marketing that has focused my thoughts and enable me to start with a proper marketing plan”

“Lots we can do and lots that we can do better – powerful information”

“The seminar has helped me re-focus on my business and look at how to grow, especially in niche areas”

“An Inspiring day that makes me want to take action now”

The next marketing Mentor event takes place in September but places are limited so apply now to make sure that you receive your funding.  The Marketing Mentor 1 day marketing seminar is the start of a 18 month programme that comes with 100% funding from Train to Gain.

Call 01858 44 55 43 or e-mail alastair@idealmarketingcompany.com

Alastair Campbell

What can you achieve in a 1 hour free marketing consultation?  In some ways, not a lot, but it others you might be surprised.  I arranged one of my free 1 hour consultations this week with Russell Davis from London – this was his feedback.

“Hi Alastair. Thank you so much for your time on Wednesday.  I sent an email to the head teacher of a local high school with some suggested assembly and teacher training topics (catchy headline and bullet points – thanks for the tip about titles).  I got a response today asking me to go in and meet with the senior team to take further!  Thank you for your advice, questions and nudging.  I got so much from that short time.  It has helped my take my marketing to the next level, even things I have been doing for some time such as blogging – I now blog with keywords in mind instead of just seeing it as new content for the site”.

15 places have now been booked for the next one day marketing seminar running at Horthorpe Hall.  Previous versions of the seminar have provided popular with some of the best feedback we’ve ever heard from live events.

Full details of what is covered on the day are listed on the Marketing Mentor site.  If you employ at least 4 staff in your company the whole programme is funded through Train to Gain.  If you don’t qualify for funding, we are now making the seminar available as a stand alone event for £127 (plus VAT).

To find out more or book call 01858 44 55 43 – and you’ll receive a special bonus gift of the day.  Just mention that you read this blog post to qualify.

Marketing Seminar Top Tips

1. It is wise to know your market and competitors – find out who they are and what they do

2. Have a plan and direction in which you would like your company to grow

3. Develop insight on your existing and future customers

4. Match your marketing and media to your target audience

5. Reduce wastage on all marketing expenditure: e.g., is national advertising the right place to reach your customers? Could they be targeted more carefully?

Alastair Campbell runs the Marketing Mentor programme which offers a free one day marketing seminar followed by a free 17 month marketing support package for company owners or their senior staff. Visit www.themarketingmentor.co.uk to or call 01858 44 55 43 to find out more.