If one of your New Year’s resolutions was to get networking, January and February have a line-up of business events that will provide ample opportunity. Please see below for a round-up, including an online one – no need to even step out of your door!
Over Advent, I’ve been sharing a marketing tip a day to help businesses who want to be more strategic in their marketing. But these tips aren’t just applicable at Christmas – you can them to improve your approach to marketing all year round.
- Know your customers’ value, both short and long-term. This article shows you how to work it out.
- Focus on creating a stand-out product which fulfils a genuine need. See Ilchester Cheese’s Advent calendar below for an example – it even had cheese jokes:
- Test your ads before airing them…Peloton’s disastrous advert says it all.
- Be sure you’ve considered every aspect of your product… #ToyStorypants #woody
- Triggering nostalgia can be a powerful part of your brand strategy – the extended cut of Sky’s ET returns ad did this brilliantly.
- Don’t think you need a bluechip budget to implement an effective strategy. Every Christmas, Welsh store Hafod Hardware’s advert blows me away with its creative genious. Check out this year’s masterpiece.
- Keep up to speed with what’s happening so you can make the most of opportunties. Aviation Gin’s response to the Peloton ad referenced above was responsive marketing at its finest.
- Make sure your marketing is relevant and timely.
- Maximise your impact with video. Here’s a guide to free editing software that might help.
- Don’t invest in a marketing tactic without proving its ROI – this case study illustrates the importance of testing it on a small scale first.
- But don’t lose sight of long-term goals in the pursuit of short-term ROI
- Keep it local. This colouring book from The Works stood out because it’s one my children can relate to and get more excited about:
- Authentic marketing is strategic marketing in its constructive sense. Be honest and don’t make claims that others can contest
- Consider strategy before tactics. Do your marketing discussions currently go like this?
- Think sustainably to sustain your business
- Give people what they want (positivity & diversity and not another headache in this case) Reindeer in here is a tradition being welcomed by many parents opposed to marketing phenonmenon Elf on the Shelf.
- When developing your product, you have to consider the emotional benefits it will provide as well as the functional ones.
- Remember to consider both your target buyers and end users – they will often have very different needs & objections!
- Look forwards as well as backwards. It’s just as important to be aware of what’s around the corner as it is to know what has and hasn’t worked to date.
- Know your story and tell it; Tiny Rebel Newport are a great example of how to do this well.
- Be transparent: Disney’s Frozen 2 influencer blunder is a good reminder of the importance of this.
- Negative perceptions are hard to change no matter how much you innovate:consider your brand’s message carefully from the outset: BBC News – Is Barbie’s makeover working?
- Measure, measure, measure. If you don’t know how you’re doing, you won’t know what to keep doing or do differently. There are some great tips on building an analytics-driven culture here.
- Don’t forget to look after the people who make your brand and execute your strategy. There are some good reasons why internal comms matter here.
In the short-term quest to get more work, networking can often be neglected. But looking for opportunities to build your network rather than win contracts can pay off in the long-run.
It’s much easier to offer up your services to someone you’ve already met. Since you know something about them, you can tailor your message so it’s just right for them. To give you a helping hand, here’s a list of the business networking events taking place in Cardiff this October.
As the evenings start getting darker, it can be difficult to feel motivated to network. But sometimes it’s worth the late evenings and early mornings. To give you a kickstart, here’s a list of the most affordable business networking events taking place this September in Cardiff.
Whether you love or hate the term, the concept of authentic marketing is one you’re probably behind. But for the purpose of clarity, here are a few questions just to check:
- Does your organisation believe in being open and transparent?
- Would you describe your organisation’s practices as ethical and honest?
- Do you believe you have something genuine to offer your clients or end users?
Cardiff might be hotting up for summer, but it’s not quite time to cool it on the networking front. Make the most of these last few opportunities to grow your business network this June and July.
From a Spring business conference to a directors’ awards dinner, networking breakfast events to after hours mingling, May has something for everyone looking to grow their professional network in Cardiff. Here’s a round-up of the main events.
Branded the one viewers love to hate, Dan Egan from Veep (my new favourite satire series) has a point when it comes to networking. Making new connections via business networking events is an essential marketing tactic for many businesses – but new contracts or sales aren’t the only benefit.
A round-up of affordable business networking events in Cardiff this March. Enjoy #connectingtogether.
I was privileged to be involved in organising the Bevan Foundation’s event ‘The Feminine Organisation’ this week, an event focused on addressing the prevalence of gender inequality in the workplace. It was refreshing, if at times disheartening, to be in a room with so many women who have experienced the same gender-related challenges at work.