Posts tagged #Marketing

BWI Video: Why You Should Research Your Market Place

Beach Walk Insights - Volume 2, Issue 2 - Play time 4m 37s

In a recent garage 'clear out' I came across a rather unusual item from my childhood - a plastic jellyfish. Its original purpose reminded me about the importance of truly understanding your market place.

Scientists released many of these plastic jellyfish into the ocean as they wanted measure the specific nature of the currents. My dad and I would often go searching for them along the beach, as there was a reasonable monetary reward for posting their unique markers back to the scientists. 

Why does this matter to you and your business? Most people have a good idea about what happens in their market place, but like the ocean, there are underlying currents you might want to take into consideration.

The scientists knew the tide came in twice a day, but they sought a deeper, more intimate understanding of the local, coastal currents. To truly understand your market place, it is crucial you interact and analyse it regularly. You'r efforts will be well rewarded, as were mine when I went searching for those plastic jellyfish all those years ago.

Posted on January 16, 2015 and filed under BWI.

BWI Video: Why Consistency is Essential in Your Marketing

Beach Walk Insights - Volume 2, Issue 1 - Play time 3m 2s

In previous BWI videos I stressed why consistency should be incorporated into every aspect of your business. So it might not surprise you, that when it comes to marketing, I once again urge you to be consistent.

One of my biggest marketing lessons came from a humble ball-cock valve - the same valve that regulates the water level in your heating system. In the UK we pay for the amount of water we use, just like gas and electricity supplies. A while back I was staggered to discover that my 6 month water bill was double the amount it normally is. I assumed there must be a leak somewhere, and after a thorough search I discovered a ball-cock valve that wasn't closing fully - allowing a small, consistent drip. 

This small, consistent drip, 24 hours a day, for six months, was enough to double my bill. What's the lesson here? If you deploy this same consistency in your marketing you're more likely to see a return on your investment. Your efforts and expenses don't need to be huge, but, like the drip, they do need to be consistent. 

Posted on January 9, 2015 and filed under BWI.