Frawley Marketing

Get rich quick!

frawley — Tue, 02 Apr 2013 08:38:42 +0000

I come across many entrepreneurs who see Marketing as simply a way to get rich quick. They often think that if they run a series of clever adverts for a week that suddenly there will be a huge increase of sales activity for their business. This way of thinking is fundamentally wrong and is similar to viewing the national lottery as a viable retirement plan. Even if you begin with a modest marketing investment, you’re likely to enjoy greater brand recognition over time. The key is to stick with it, rather than jumping in and out. Just as a financial advisor will recommend moving investments to different portfolios due to market volatility you need to be agile enough to divest your marketing spend when its not working for you.

When you commit to marketing your business consistently over time, you begin to benefit from something very similar to compound interest. Take a long term view, set clearly defined targets and measure return on investment and you will reap the rewards over a sustained period of time.

Where are you going?

frawley — Thu, 28 Mar 2013 18:13:08 +0000

Imagine jumping into the car turning on the engine and having absolutely no idea where you are going! You just drive around aimlessly for a number of hours and arrive home without actually having gone where you were supposed to. Well that’s exactly what you are doing in your business & personal life if you haven’t set any goals and strategy to achieve them. Take some time out to stand back from everything and ask what if and why not. Use this time out to ask tough questions, explore new opportunities and embrace possible change. As Brian Tracy advises “Don’t think them, ink them” get your goals and strategy down on paper and your subconscious mind will start to charter your course in the right direction. Go on try it, you’ll be amazed when you look back in 12 months at what you have achieved!

Get people’s attention without shouting about it!

frawley — Wed, 27 Mar 2013 17:56:04 +0000

Traditional advertising is struggling the world over as consumers have become intolerant of one way often intrusive conversations. The days of pushing products at people are over as we live in ever changing times where a unique selling point just doesn’t cut it anymore. So what will take the place of advertising? Well I might as well go ahead and just tell you, BRANDING.

All too often I hear the misconceptions about what a brand actually is. Some people mistake it for being simply a product or even a logo. You see a brand is intangible you cannot physically touch it as its a persons emotive response towards your products, company or business. People do not want to be sold to, they prefer to buy and they usually buy in what Marty Neumeier refers to as tribes. A brand tribe is a group of customers who are linked by a common understanding of a product, service, or company. So if you want to get someone’s attention without shouting at them, then stand out from the crowd and be different and instead of pushing your products & services at them pull them into your tribe. By building your brand and growing your tribe you will sell more of your products & services at a higher price over a longer term.

Defying the odds

frawley — Tue, 26 Mar 2013 22:32:32 +0000

Today I had the pleasure of meeting a small business owner who started his own business almost 18 months ago from scratch and turned it into a success. After losing his job and sitting around for only a week he knew it was up to him to take control of his own future and that meant he needed to take action. Without any prior knowledge of the industry he was about to enter into he has worked tirelessly and defied the odds to make his business succeed. Its guys like him who need to be supported as he can and will create jobs with the right structures around him. I wish him all the luck in world and have no doubt that he will look back in years to come with pride on what he managed to achieve during very tough economic times in Ireland.

The Road To Nowhere

frawley — Thu, 24 Jan 2013 12:39:36 +0000

With January almost down many small business owners are hurtling into 2013 without any clear sense of where they wish to go and what they want to achieve this year. It is so important to write down your goals , it doesn’t make a difference where you write them just go ahead and do it. The old saying “don’t think them, ink them” is very apt and it does work. Somehow your subconscious mind is drawn towards achieving what you have written down and you will be amazed when you look back next January at what you achieved in 2013.

No excuses just try it.

Winking in the dark

frawley — Tue, 11 Dec 2012 17:09:34 +0000

I heard a very true saying the other day which is so very true , For a business not to market itself is like a boy winking at a girl in the dark he knows what he’s doing but nobody else does.

You may know that you have an excellent product or service but at the end of the day this means nothing if your target market is not aware of what you have to offer them. You must use every opportunity available to you in order to get your message in front of them, only then can they consider you when it comes to making a purchasing decision. So don’t neglect your marketing it is critical in these tough times if you want to grow your business.

Don’t take no for an answer!

frawley — Mon, 26 Nov 2012 23:08:20 +0000

Everyday I have the pleasure of meeting and working with the real heroes in our society , Small business owners. These people work extremely hard, against all the odds and keep on going day in day out without much support from anyone around them. One common trait that they have is the ability to not accept no for an answer and instead look for ways around the problems they face. In order to overcome the problems you are facing at the moment do not think in the same way as when you created it. Instead look outside the box as the solution is often right underneath your nose.

The Customer Journey

frawley — Fri, 16 Nov 2012 20:54:05 +0000

It is critically important that you understand every stage of your customers journey as they interact with you and your business. Make it easy for them to find your offices, ensure the phone is answered correctly, keep your literature up to date, provide parking and make them feel very welcome when they pay you a visit. You see all of these small things add up in a consumers mind and as the old adage goes ”Take care of the little things . . and the big things will take care of themselves.”

No one really cares about what you do!

frawley — Thu, 15 Dec 2011 16:45:29 +0000

It often amazes me when I first meet business owners and ask them what is it that they do, the answer is always the same! They usually respond by telling me their job title or function within the business, but guess what no one really cares. What people really want to know is what solutions you can provide to the problems they have or issues they are experiencing. In the case of an accountant don’t just say your are an accountant as they will automatically put you into the same bracket as all others . Say something that will spark their interest such as ” I specialise in helping small business owners to save money on their tax expenses”. This is bound to gain their attention and maybe even give you the chance to discuss how you do this and show results you have achieved to date. Focus on what solutions you provide not the function that carries it out!

Marketing in a downturn

idfmarketing — Thu, 01 Dec 2011 14:18:03 +0000

In a recession the majority of small businesses choose to cut their marketing budgets completely. This is a direct result of a sharp decline in their sales as marketing is seen as a luxury which is ill afforded. However this can be counter productive as it is critical to maintain awareness over the competition at all times. In a downturn larger businesses can have huge advantages over the competition especially when the competition reduce their marketing spend entirely.

Small businesses can really begin to suffer in a downturn if they cease to conduct all marketing activities as they are effectively reducing their consumer awareness levels. Consumers who are used to seeing a company’s brand advertised may think that the business has ceased trading or may even just forget that they exist. Research has shown that any business that has continued to market itself effectively in previous recessions has risen the crest of the wave once the upturn has arrived.

It can also be argued that more money should be invested in marketing during a downturn to retain your customers, maintain your brand and most importantly to protect your business. If you can figure out a cost effective way to maintain consumer awareness levels during these difficult times then your customers will remain very loyal to you as markets recover. I would strongly recommend that you take your marketing very seriously, don’t just switch it off just because times are tough!