It was a worldwide study, and the figure for the UK small businesses was 33% compared to 52% inIndia!

It’s clear that many businesses ‘get it’, but it’s also true that many obviously don’t! Clearly, there’s no ‘one thing’ to ‘get’, but if you are one of those who hasn’t yet, perhaps you need to start looking!

Amazingly and totally coincidentally, as I was writing this blog post an email popped in my inbox from Smarta which featured a video by Doug Richards talking all about this. Even more coincidentally (and a bit spookily!) he explained that he’s running a 2 day workshop all about it…..on my own doorstep, here in Sheffield! 

Made In Sheffield looks great! Think I might be booking to help me ‘get more of it’!

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They believe the industry’s rebirth in the wake of the Campaign for Real Ale’s founding in 1971 has implications for much of the UK economy. Professor Peter Swann, the study’s author, said: “The fact is that the business world can learn an enormous amount from our beer buffs.”

In other words, it’s not about targeting the ‘whole world’, but focussed market segments. I call it ‘Choose ‘em or lose ‘em’ and it’s all about focussing on the customers you want to work with and sell to, raising awareness and, crucially, it’s about  ’differentiation’ in the market place.

Who are your target customers? How do you ‘differentiate’ yourself?

Right, off to the pub to do a bit more ‘research’!

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I stayed at the Premier Inn in Welwyn Garden City yesterday before speaking at a conference there and was very pleasantly surprised. It’s a ‘solid’, no – nonsense approach that focuses on the ‘core’ offering of simplicity, comfort, consistency and good value. I can’t help thinking that they work hard on managing customer expectations and do simple little things to reinforce that – consistently.

The staff were very welcoming and helpful, check in was simple and swift, the room was nice and spacious,  facilities were clean and comforting, and even the signs helped reinforce their ‘warmth’!

From their ‘up front’ TV advertising campaing with Lenny Henry, to very clear and upfront pricing, they also offer a ‘Guarantee of a good night’s sleep’ to back it all up! It’s a great example of ‘positioning’.

No, this is not an paid advertisement for Premier Inns, it’s just a great example of a business that has ‘set it’s stall out’ and concentrated on doing those things right.

The result? People like me tell other people like you!

So, a couple of questions for you:

• What does your business ‘stand for’?
• How do you demonstrate that in all your activities?

Yes….  I said ALL of your activities!

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On a very ‘crowded’ and ‘noisy’ website, I eventually found the ‘watch and chat’ bit. When I clicked on the ’watch’ bit up came what turned out to be advert followed by 2 more, with no real indication that I had clicked the right area.

Nothing against adverts at all – after all, that’s what funds ITV – but please ‘MAKE IT EASY FOR US TO BUY FROM YOU!’ – In this case, let me find what I want on the site (the match itself) and at least let me know that the ‘streaming of the match’ will follow after the ‘short advertising break’.

So, I’ll reiterate the point – customer focused businesses create a customer experience that makes them ‘easy to do business with’ – online and offline. How easy are you to do business with?

Right, back to my ‘research’!

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Despite the referee saying otherwise, they have kindly honoured Frank Lampard’s ‘Goal’ which I can’t help thinking is a refereshingly nice gesture.

I’m sure that the resulting good will and word of mouth created is a nice end to what was no doubt a very ‘cost effective’ marketing promotion for them!

ps.

Q: Why did the chicken cross the road?

A: It didn’t according to FIFA!!!!

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Almost half of consumers (49%) see personal recommendations from friends, family or colleagues as the most trustworthy source of information.  This research, carried out by Satmetrix, shows that much of the £14 billion spent on advertising each year in the UK would be better spent on delivering a higher quality customer experience. In fact, apparently, only 2% of respondents trust advertising the most as a source of information when choosing a product or service.  

The key message clearly is ‘do stuff worth talking about!’ Give people  a reason to tell others about you. (It might be obvious, but make sure it’s ’good stuff’ please!!!!)

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“Before my husband trained with you he was a once a week one minute wonder. After that he’d roll over, go to sleep and would snore all night. After two months with your training he’s turned into a five times a week forty minute animal” 

I guess THAT is what you call a Dramatic and Demonstrable Difference!

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It said: Ladies, print this off, learn verbatim and impress your other half. Gentlemen, print this off and give it to any female to study and digest for hassle free viewing throughout the summer:

In preparation for the World Cup, the “offside rule” explained for women:

You’re in a shoe shop, second in the queue for the till. Behind the shop assistant on the till is a pair of shoes which you have seen and which you must have. The female shopper in front of you has seen them also and is eyeing them with desire. Both of you have forgotten your purses. It would be rude to push in front of the first woman if you had no money to pay for the shoes.

The shop assistant remains at the till waiting.
Your friend is trying on another pair of shoes at the back of the shop and sees your dilemma. She prepares to throw her purse to you.If she does so, you can catch the purse, then walk round the other shopper and buy the shoes! At a pinch she could throw the purse ahead of the other shopper and “whilst it is in flight” you could nip around the other shopper, catch the purse and buy the shoes!

BUT, you must always remember that until the purse has “actually been thrown”, it would be plain wrong for you to be in front of the other shopper and you would be OFFSIDE!

They then go on to tell us all about their ‘champion’ distribution rates around the world.

Not the most ‘sophisticated’ online marketing I’ve seen, but it certainly got my attention, was topical, different and it made me smile – now that’s always a good start for a monday morning!

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The report states that only 17% of respondents choose where to shop based on their participation in loyalty card schemes. I see that as a positive for the more customer focussed businesses. It implies that ‘loyalty’ is ‘more than’ a card, and that customers look for a lot more – our challenge is to work out what that ‘more’ is and deliver it….. consistently.

A great question to ask your customers (particularly your ‘regulars’) is ‘why do you buy from us?’ (please be careful of the intonation – it might sound as if you think they are a bit ‘odd’!!!). Then…

• Work out what drives loyalty from your customers
• Keep doing it, and…
• Develop ways to ‘it’ better.

If you play your cards right, you could improve the loyalty of your customers!

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I’ve had a number of articles ‘published’ recently on various leading business websites around the world, and didn’t want you to miss out!

So if you like the stuff you find on this blog and are ‘deperate for more’(!!!!!) ‘pearls of wisdom’, or you just want to idle away a few minutes, here are the brief details of 3 of them:

• Who’s Responsible For Marketing In Your Business?

Ideas for getting everyone in your business focussed on customers which can be found on Management Issues, a great website for business thinking and ideas (I’m one of their ‘Thought Leaders’, along with great guys like  Max McKeown, Robert Heller and Edward de Bono!)

• 10 Ideas To Stop Your People Doing A ‘Scriptease’!

 An article on The Social Customer website where there’s some great stuff on sales and marketing, social media and customer care.

• How To Win Customers, Apple Style

An article about the lessons we can learn from Apple’s iPad launch for bNet UK , an excellent website for anyone who wants practical ideas resources to move their business forward. They have asked me to become a regular contributor, so hopefully this is the first of many!

Have a look, let me know what you think (and let them know what you think too please!).

Happy reading!

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