Why finding that “ideal Customer” isn’t as straightforward as you think….

So, when we are told we can’t market to everybody, often we know we should market to everybody, because our product does appeal to everybody.

It is hard to create your style of marketing to appeal to everybody, so you do have to choose your marketing to suit a “group” of ideal customers, or, create your marketing to appeal to their pain point…which, in turn markets to everyone with that pain point.

Exceed Expectations

Exceed the customer’s expectations We’ve all been told that customer is king and we need to look after them. But just how important is that? And, more important, how do we do that? It’s much easier to offer that personal touch if you have a bricks...

Dare I mention Christmas?

Christmas! Christmas…. there, I’ve said it, It’s out there. I’m talking about it now as it seemed appropriate as we’re at the half way point through the year (sorry if you’re not reading this at the end of June!). Yes, there’s...

Benchmarking – the lowdown dirty on spying!

So, what do we mean by benchmarking? Benchmarking is to conduct research on your market. Mystery shopping…… spying on your competitors, having a nosey at what is going on in your market. You are conducting a research and review exercise of all retailers (and / or...

What I learnt from Mary Portas…

What I learnt from Mary Portas… I met my business idol, Mary Portas, at the NEC back in February, she was delivering a short seminar to a huge crowd in the giftware hall. She talked a lot about how tough it is for small retailers, British High Streets and...