MReSource - the marketing management update

June 2006

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Welcome to the latest issue of MReSource the free marketing management update. In this edition we look at:

Contents:

Web Strategy – The WWW of WWW
Questions to ask when planning your website... [more...]
Advertising - Phone Books & Directories
Are you making the most of directory advertising.. [more...]
Case Study - FIFA World Cup 2006 [more...]
Snips News Items [more...]
Event horizon looking ahead at major hospitality opportunities [more...]
Competition Click here to win a selection of fine wine [more...]

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Web Strategy – The WWW of WWW

It’s true to say there’s ofetn a lack of pragmatism when we consider website design and website management. My view is that if business people we have an inherent feel for what is right or wrong but often feel unable to articulate our thoughts because, as clients, you may not feel qualified in web talk or application.

No doubt your business has a website and you and your colleagues have views on its effectiveness. Whatever its current position on the good, bad, ugly scale it’s always worth keeping on the agenda and ensuring that any appropriate new developments are incorporated.

If you feel that your website is in need of an overhaul it is worth taking the time to think about exactly what YOU want the site to do for YOUR business. You may wish to consider the following questions to help focus your thoughts.

Who are you? Before thinking about the detail of your website take time to look at the business and its direction.

Why create a website? – Is there a new commandment that says “thou must have a website” I’m not suggesting that you do nothing but it’s a valid question to pose. Why is a website or new site necessary for your business? Don’t assume it is a must have. It should serve a purpose for your company.

What are you going to do with it? - In my experience businesses that are about to introduce a brand new web solution or upgrade an existing site rarely do so with consideration to the overall business plan. And in these terms we mean who are you, has your business had the equivalent of a good look in the mirror?

What should it look like? There are a number of website types, consider what suits you best, it may be a combination of any number in one site or a number of separate sites each with a specific purpose. Brochure site providing company information, Interactive site allowing visitors to obtain specific information and/or services, e-commerce site taking interactivity to point of revenue generation, mini sites where individual services/ products command their own website.

When? If you’ve decided to produce a new site keep the momentum and don’t allow distractions and excuses delay the launch. Ensure the site is easy to update and upgrade. Keep it fresh and measure effectiveness by looking at feedback and visitor stats.

If you would like a free impartial review of your business help or any aspect of the above article contact David Laud at admin@i2isolutions.co.uk

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Advertising - Phone Books & Directories

Over the years I’ve enjoyed success and disappointment with a wide variety of ad campaigns. Fortunately recent years have delivered more winners than losers and this is mostly a result of hard won experience, you simply cannot afford to hold on to misguided beliefs that a particular creative is going to work if the evidence doesn’t back it up.

Some cynics argue that all advertising is a waste of resources but successful businesses understand the value of a well structured and well placed campaign.

When it comes to phone book advertising opinions are often strong and rarely in agreement with those who sell the space, why is that? Usually a lack of intelligence, no I’m not casting doubt on the mental capabilities of fellow marketers, but all too often there is a failure to capture qualitative data on new business enquiries.

Unfortunately most advertise simply because competitors are doing it.

Those who do measure new business source accurately by asking the right questions of their customers can talk with confidence to the sales reps and have a good feel for what budget if any to allocate to particular books.

Critically the decision of whether to use a particular publication or not is down to the type of business you have. Yellow Pages and Thomson Directories may not be appropriate for certain businesses. For example if you don’t rely upon the general public for sales or you have a strategic plan to acquire business through highly targeted means, the phone books may not be for you.

Our key tips are:

Understand where your business comes from.
If no historic data consider running a modest advert (if you are seeking business from the general public) and monitor the responses.
Look at the directories and decide which would suit your company – talk to customers to see if they use the directory.
Produce an informative clear impactful advert, images are not always appropriate and remember the number and size of adverts that will be around yours.
If you use the directories own creative department to create the advert ensure that you see a proof before publishing – don’t leave it to the last minute and importantly don’t assume they know what’s best for your business.
Check and double check the telephone number, that it’s correct and is answered swiftly. Sounds obvious but make sure you are accessible and that your phones are answered within 5 rings.
If you can use a different number for your advert and speak to your telecoms provider about the data available on incoming calls, it’s a secondary method of checking traffic generated.
Produce a simple form for reception/ switchboard to use and monitor all new enquiries asking where they found your details.

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Case Study - FIFA World Cup 2006

Here we go, here we go, here we go again, every four years it appears that the hype surrounding the World Cup goes to yet another level. Yes, I’m a football fan, well my club team is Peterborough United, but that doesn’t automatically mean that I’ll unplug my brain and sit dribbling Budweiser down my chin, super sizing on special Big Macs glued to my HD 42” TV.

I do think that advertisers and the media generally expect it of me and any other living breathing sentient being in the UK.

We are bombarded by everything from contrived CDs of compiled football songs, (they sound bad even during the tournament - two notable exceptions Baddiel and Skinners 3 lions and New Order's - World in Motion) to branded soft drinks, pizzas, barbecues, clothes, toys, electrical goods, toiletries etc..

And don’t get me started on flags on cars. I’m as patriotic as the next person but I’ve lost count of the poor sad neglected plastic and nylon St George’s accessories that I’ve crunched under wheel as they’ve made a break for freedom from a speeding fans chariot. It’s a disease that’s spread to senior politicians. Did David Cameron really think he looked cool on that bike? No, but there are votes in it as well Gordon Brown knows.

Boosted by the Scots admission that he’d be supporting England we then assume that ALL Scots should do the same. How arrogant are we as a nation?

Before I get roped into the next series of Grumpy Old Men I’d better get back to the commercial side of things. John Lewis in Oxford St claim they’re shifting a TV every 40 seconds – no doubt customers clambering for a TV big enough to see Peter Crouch do his Robo-Pop.

But the big story is the money made by FIFA who own the rights to the event. They secured 15 main sponsors including Yahoo!, Budweiser, McDonald’s, Gillette, Toshiba and Philips. All paid a substantial amount for the right to be described as an “Official Partner” of the 2006 FIFA World Cup.

But then there are a further six national suppliers, Postbank, ODDSET and Deutsche Bahn, who are reported to have paid €13 million for the right to use FIFA logos and trademarks in their advertising.

So before a ball was kicked we had one clear winner, namely FIFA. Its proceeds from the sale of exclusive broadcast and sponsorship rights is expected to total some 1.8 billion euros. Good news for the FA as most of the money will be redistributed among the various national football associations.

The future doesn’t look too shabby for FIFA either as they look forward to a record earning tournament in South Africa, 2010.

On a final note, if England do win I’ll open a sanctuary for discarded England flags. Remember a St. George’s flag is for life not just for bandwagons.

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Snips

Ebay borrows - Online marketplace eBay Inc. is set to unveil a keyword advertising system for eBay sellers to promote auctions on other Web sites, borrowing from the strategies of Google and Yahoo.

Find Your Business in the Pixel Maze - A new pixel advertising site thepixelmaze.co.uk is launched today. Inspired by the success of Alex Tew’s ‘milliondollarhomepage’ but with a notable twist.

Rob Johnson – site owner said, “I have seen the success of these sites but wanted to do something a little different, so we offer the advertiser the chance to win one of 100 Motorola L7 PAYG mobile phones for purchasing our blocks.”

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Event Horizon

June 2006

Fri 9th - Sun 9th

Football

2006 FIFA World Cup - Germany

FIFA World Cup 2006

Mon 12th - Sun 18th

Tennis

Stella Artois Tennis Championships

Queens Club

Thu 15th - Tue 20th

Cricket

20/20 England v Sri Lanka

Southampton

Sat 17th - Tue 20th

Cricket

1st One Day Intl England v Sri Lanka

Lord's

Tue 20th - Sat 24th

Horse Racing

Royal Ascot.

Ascot

Tue 20th - Tue 20th

Cricket

2nd One Day Intl England v Sri Lanka

Brit Oval

Sat 24th - Tue 20th

Cricket

3rd One Day Intl England v Sri Lanka

Durham

Mon 26th - Sun 9th

Tennis

Wimbledon Tennis Championships

Wimbledon

Wed 28th - Sun 2nd

Rowing

Henley Royal Regatta

Henley-on-Thames

Wed 28th - Tue 20th

Cricket

4th One Day Intl England v Sri Lanka

Old Trafford

July 2006

Sat 1st - Tue 20th

Cricket

5th One Day Intl England v Sri Lanka

Headingley

Tue 4th - Sun 9th

Horticultural

Hampton Court Flower Show

Hampton Court

Thu 13th - Mon 17th

Cricket

1st Test. England v Pakistan

Lord's

Sat 15th - Sun 16th

Special

Royal International Air tattoo

Royal International Air Tattoo

Mon 17th - Sun 23rd

Special

The 45th Farnborough Airshow

Farnborough Air Show

Thu 20th - Sun 23rd

Golf

135th Open Golf Championship

Hoylake

Thu 27th - Mon 31st

Cricket

2nd Test. England v Pakistan

Old Trafford

Sun 30th - Tue 20th

Equestrian

Cartier International Polo

Guards Polo Club

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Competition

Last issue we asked you to tell us in which industry the happiest workers are involved in:

Law
Beauty
Banking

The answer - Beauty, the winner Peter McLinn immediate past Chair of the Chartered Institute of Personnel - Tees Valley. 3 bottles of fine wine are on their way to you Peter, congratulations.

The competition this time around is topically about the World Cup. Which England footballer has been known to move like a robot when celebrating a goal;

Peter Crouch
Gary Lineker
Bobby Charlton

Enter by clicking on » Competition and place your answer in the subject box.

The winner of the competition will receive a selection of fine wine.

Good luck!

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Disclaimer

MReSource is distributed by R2b Media Ltd and written, unless otherwise specified, by David Laud - Fellow of the Chartered Institute of Marketing and Chartered Marketer. Additional contributions are welcomed. If you have any comments or queries with regard to the issues explored in MReSource please e-mail enquiry@resource2b.net MReSource is a summary of industry developments and general opinions of i2i Business Solutions and feature writers. It is not intended to provide prescriptive advice on specific issues, nor is it intended to be comprehensive. Further detailed advice can be provided by i2i Business Solutions Llp via advice@i2isolutions.co.uk If you no longer wish to receive copies of MReSource please send an e-mail to MResource@resource2b.net placing unsubscribe in the subject box.

Web Strategy – The WWW of WWW

Advertising - Phone Books & Directories

Case Study - FIFA World Cup 2006

Snips

Event Horizon

Competition

Disclaimer

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