Page 5 - KZN Business Sense 8.6

IS MARKETING WORKING FOR YOU? AVERAGE % GROWTH
YEAR ON YEAR

Biz CORNER to get the leads? focus very specifically in these four INDUSTRY: Various
key areas you too can get these
Well, Yes and No.
percentage growth increases in your
(manufacturing, service, food –
business (some of my clients have
To ensure your marketing is
but works in all industries)
TALK MARLENE effective and gets you the return achieved significant growth). These MARKETING STRATEGIES: Various
are just a few of the examples and
on investment in both your
with Business Coach
(target specific with specific
there are many more. Yes, there are
time and money there are key
marketing strategy)
POWELL
some clients whose growth was not
deciding Why, Who, Where,
@coachmarlenepowell @actioncoachmarlene focus areas to look at first before as significant and you may ask why? SALES: Clearer focus on their
What and How to market. ■ They don’t know their numbers target market
*See a 5 Ways Tool to assist you with this exercise Follow these four key focus areas*: in each of these four key focus GROSS PROFIT: Clearer focus on
areas (see the 5 ways model)
■ Identify your most profitable their profitable product / service
product and/or service offerings ■ They are not confident with Client 1
■ Identify your top 20% of clients/ their product/service INDUSTRY: Manufacturer
customers who use these ■ They may not have an interest
products/services or limited skills in marketing MARKETING STRATEGY: Site visits
and sales
■ How often do they buy? ■ There isn’t a sales process in place ACTIVITY: Moved from doing less
■ How much on average do they ■ They are not clear on what makes minor projects to more major
spend with you? projects
their business unique
Based on the outcomes of the ■ They have lost interest SALES: 65% increase in 5 months
above four focus areas these will ■ They have an incorrect mindset GROSS PROFIT: 16% increase
then give you a very clear idea of ■ … And much more
who your ideal client/customer is. Client 2
In closing to ensure your
Now put your MarketingPLAN marketing works there needs to INDUSTRY: Service
together. be the right foundation built to MARKETING STRATEGY: LinkedIn
■ Who is your ideal target market? support your MarketingPLAN ACTIVITY: MOVING from seeing 5
■ Where will you find them? and the MarketingPLAN needs to to 8 prospects a month to 5 to
be SMART.
■ What are you going to offer them? 8 a week
■ How are you going to reach them? Read my article on closing the SALES: 33% increase in 3 months
■ What is your call to action? deal once your prospects respond GROSS PROFIT: 3% increase
to your marketing …
■ Why should they buy from Client 3
you– your unique selling If there is anything you have
proposition (USP)? gained from my article that creates INDUSTRY: Food
Please note that your excitement or fear, let’s discuss MARKETING STRATEGY: Upselling
what frustrations/challenges you
MarketingPLAN must be tracked, are currently facing or goals/targets ACTIVITY: Move from order taking
tested and measured to ensure that you have not yet achieved and have to upselling on the order
you are getting the desired results. a strategic session with me.  SALES: 119% increase in 6 months
You need to create a steady flow of
leads so you can turn the tap up Contact me on GROSS PROFIT: 8% increase
if you need more leads or down www.linkshare.co.za/marlenepowell
arketing works! If Are you getting the right leads to reduce the leads dependant on or call +27 (0)83 479 4471 Client 4
marketing does work responding to your marketing? the number of clients/customers INDUSTRY: Engineering
Mthen why is your … And there are many more you can handle to maintain your MARKETING STRATEGY: Business 2
marketing not?
questions I could ask you but customer service delivery. Business Linkages (through a
Do you find that you are let’s leave it to these for now. In the box on the right are some Strategic Partner)
marketing in various ways but results my clients are enjoying SCAN ACTIVITY: From minimal marketing
There are two ways to consider
just not getting the response marketing your products and/or just by focusing on this simple QR CODE to 5 strategic meetings with
you are looking for? Are you services. (not easy) methodology. decision makers and not just
putting a lot of money behind TO SEE doing quotes and tenders
your marketing and just not Market first or market last! As you can see no matter in VIDEO
getting a return on investment? Surely one should market first which industry you are in, if you SALES: 251% increase in 5 months

DRINK PINK, CONTRIBUTE TO CANCERVIVE

HYDRATE FOR A CAUSE

ancervive is a unique disease and empowering people will be donated to Cancervive symptoms of cancer. The visited Bhavna concludes, “The
cancer awareness and with the message that ‘early to contribute towards further communities are also left with Cancervive campaign members
Ceducation project that was detection saves lives!’ spreading awareness, educating the tools to identify the warning share their stories, celebrate
established in response to the Bhavna Sanker, SPAR brand and delivering a message of signs of the disease and to better life and encourage people with
dire need for cancer education promotions and advertising hope and encouragement to understand and care for any the fact that a cancer diagnosis
in South Africa, particularly manager explains why communities.” cancer patients among them. does not automatically equal a
in rural communities where SPAR decided to get behind The annual Cancervive Using the platforms of dance, death sentence. They honour
information is not readily Cancervive this Breast Cancer flagship event, an 8-10 day music, and poetry to share their those who have lost the battle
available, nor easily accessible. Awareness month. “As a business motorcycle ride across South cancer stories, Cancervive has and raise funds to help fight the
Cleverly combining the words that values people and strives Africa and supported by more been able to break through disease. We are proud to be a
‘cancer’ and ‘survive’ to create to create a culture of caring, than 60 cancer survivors, culture and language barriers part of this incredible mission
the name, this project is driven it was important for SPAR to supporters, crew and media, for more than twelve years. and message of hope, and so
by cancer survivors who support Cancervive’s efforts, as took place in September. This They’ve travelled 26 000kms we encourage our customers
passionately believe that life is they’re so closely aligned with remarkable feat aims to raise to educate thousands of people to contribute to this incredible
worth celebrating. They aim to what lies at our core. From 1st awareness about the importance in 7 different languages, across cause, by simply purchasing
educate in original, impactful to 31st October, a portion of the of early cancer detection nine provinces, in schools, a 500ml bottle of SPAR Still
and life-changing ways by sale of every SPAR 500ml Still and educate as many people communities, factories and Water with a pink label and cap
celebrating victory over the Water with a pink label and cap as possible on the signs and hospitals across South Africa. in October.” 

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