Article printed in TMB Business Magazine September 2005

A few issues ago I told you how my wife, a very well organised Capricorn, has been trying to help me organise my business far more effectively. This has been an “interesting” exercise as being a typical Leo, my natural tendency is to work in chaos!

So when I am in creative mode, I leave books out, write notes to myself that only I can read (sometimes), surround myself in paper, post-it notes, spend hours at a time on my projects with no awareness of what is going on around me, eat a large lunch and then have a sleep in the savannah, or what is commonly known as the comfy settee in the lounge!

Leo’s are also typecast as being the exhibitionists of the star signs, apparently our fire energy can be warm, vital and vivacious, which got me thinking about my topic for this issue – marketing.  Just think of any marketeers you know – they are usually the life and soul of the party, always willing to join in the fun and contribute their opinions!  However, whilst we can all be objective or vocal about someone else’s business marketing plans, when it comes to yourself or your business, marketing can be one of the hardest things to do. 

One of my roles involves Search Engine Marketing where I encourage clients to step back and look at their businesses objectively. I have every respect for businesses who do this because I know from my own experience that one of the most difficult aspects in any business is to separate yourself from your profession or business. It is certainly much easier for me to gain a rational perspective of my clients than it is for my own business.

Consequently I find myself sitting for hours on end drafting up marketing suggestions which are quickly thrown, by the now well practised Shane Warne-esque leg break technique, into the waste bin!  But perhaps that’s where I am going wrong – the wife has always had a soft spot for Darren Gough so perhaps I should try some of his moves!

Anyway, I digress - without marketing, any business is almost certainly doomed to early demise, mine included. The problem is that there is lots of help, tons of useful suggestions and access to some of the best marketing advisers in Kent on my doorstep, but not many who REALLY understand my business.

Is there a simple answer?  I’m afraid the answer is a big fat NO.

Quite frankly the best solution is perseverance and to use the help that’s available to you.

Business Link Kent offers consultancy advice from their list of registered marketing experts, there are training courses being run constantly by a wide variety of local organisations, TBSS included. The range of help to businesses is vast, but always remember the buck or pound stops with you.

Marketing literature can make or break a business, what is important is how your future customers perceive you.

So how can you make an impact without spending out a fortune?

Well obviously this is where technology and I come in. Branding, logo’s and image can be very revealing in business - if you produce cheap marketing materials, it can say more about you than you would probably want. Also if you produce great marketing literature but the imagery is somewhat lacking, then the same response will be accorded.

Obviously you need to find a happy medium. Five years ago the quality of print from an inkjet printer would have been embarrassing. Now you can actually get away with it if you have the right graphics and portray the right image.

Printing itself is only one aspect of the business need. Without the right brand or image, any high quality printing you produce is wasted.

So investment in the right technology is essential and need not necessarily be the most expensive choice you make.

Of course I could consider an even lower cost option, which is to put all my marketing onto the internet and direct people to look at my website instead.

That said, it still remains that printing and websites still go hand in hand. For without the letter or literature, your customers may still not know you exist.

For this reason printed marketing solutions is still a necessity and something to be considered carefully, and it is for that reason we are holding a

‘Do it yourself marketing seminar’

With the help of Hewlett Packard, TPS Consulting – CRM specialists, Cave Creative – Designers and Route Marketing to give you the biggest and broadest spectrum of free advice this year.

As a Leo I believe myself to be creative – it’s what we do. Unfortunately my creative skills are limited and in order for me to portray the right marketing ‘look’ I would be best advised to employ the talents of someone far more qualified than myself to create the right ‘look’ that my company needs.

Once I have the right graphics and the right printer – essentially the world is my oyster.

The ‘fire’ of creativity

In this issue of the magazine we have covered many aspects of how IT has influenced and changed business locally for the better. One of the biggest successes of this program so far has been the web development program, which has been widely covered throughout the Thanet Means Business magazine to date.

There have been some businesses where it has been more advisable for them not to have a website, but I would have to say that they are few.

Without a doubt, with over 85 million businesses in the UK today accessing the internet, the website still represents the most cost effective marketing solution available.

Every issue I have banged on about getting the planning right and how by doing this or that you too can have a successful online marketing campaign.