Here are some articles from industry publications that we found interesting. You'll also find interesting articles written by the RCR team, where you can find useful information on building your Revenue, Capability and Reputation.

If you like what you’ve read feel free to add your comments at the end of the article.

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Feb 27 17

You have to earn business credibility

Business credibility does not come overnight, you have to work for it and build relationships with clients, prospects and even colleagues over time, so that your knowledge and business ethos can be shared.

In our view there are three components that make up good business credibility:

1) Trust:

Trust. It’s important in our personal lives, but also just as important in business – and it is earned not expected. How do you make sure your clients trust in you? Most clients look to work with people they can rely on. Do you have the expertise in your industry? Experience is key to starting new relationships and letting prospects and clients know that they are in safe hands. This reminds me of what Seth Godin says about permission marketing – allow others to want to hear from you, instead of spamming them with information that holds no credibility, sent to someone who knows nothing about you.

2) Empathy:

Can you relate to your client and their needs, understanding exactly what they want? Do you consider the client roadblocks, challenges and resources? Knowing how to help your client, and supporting them with the right solution will show you are listening and are proactive. Prioritising what is best for the business will put you in a good position as a credible point of contact for helping the business grow. Here’s a guide you may find useful to help pinpoint marketing priorities.

3) Recommendation:

Your clients are your priority so if you’ve worked hard to position yourself differently to competitors and have gone above and beyond to deliver results – you have a happy client. People know people. So the logic is simple, if you have built a credible relationship you stand a good chance of being a business to recommend, and from there your credibility continues to strengthen and grow.

Here’s what some of our clients have to say about RCR:

by Tina Chohan

Jan 5 17

The Battleground: Direct Mail VS E-mail 

Will direct marketing make a comeback? 

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The growth of digital marketing in the last 10 years or so has meant some of the traditionally-used marketing tactics have lost their allure. Advanced technology allows us to send messages directly to inboxes, and a fast-paced lifestyle means an increasing number of people are using smartphones to open emails on-the-go. However, as things are ever-changing, direct mail is quietly making a come-back into the marketing mix. 

DecisionMarketing report that more personalised and targeted direct mail means people are paying more attention to ‘junk’. A study carried out by Wilmington Millennium Mortascreen shows thrown away and recycled unopened direct mail has reduced significantly over the last three years. 

In 2013, a staggering 40% of direct mailshots (1.8 billion out of 4.4 billion) were thrown away unopened while today this has reduced to a slightly less staggering 28% (1.3 billion). 

The so-called renaissance of direct marketing doesn’t mean that email marketing is falling behind. According to Royal Mail, new research shows direct mail and email work more effectively when used together. 

While email is seen as being quick and suitable for follow-ups, direct mail grabs attention and is considered informative. Consumers even say that mailed information is easier to take in against receiving emails in their inbox that they deem as spam. 

Clearly there are differences between using mail and email, market research by Royal Mail states that: ‘51% of consumers want to receive both mail and email from the organisations they deal with, while a further 17% only want to receive mail¹.  

One thing to remember in all this is that neither direct mail or email marketing campaigns can be successful without the right data, a targeted message and personalisation.  So, are you missing a trick by not including DM in your marketing strategy, or is this just another shiny thing

 

Nov 23 16

5 ways to grow your business and get bought (twice!)

How to grow your business and get bought (twice!)

 

It was great to welcome clients, old friends of RCR, and lots of new faces to our seminar at the Malmaison in Charterhouse Square last week on ‘Creating high impact integrated marketing campaigns’.

We were also very grateful to our client speaker Paul Cash who has just stepped down as managing partner of successful IT consultancy Fruition Partners UK: a company that has been sold twice in the last two years, (watch his video testimonial here).  Feedback from those who were there suggests that they found his insights into building a successful small business really useful, so I thought I’d summarise some of the key points that he shared on the day about how to generate the growth – and attract buyers for the company – as shown above:

  1. Get focused and identify growth opportunities
  2. Invest in structured marketing
  3. Choose multi-channel integrated campaigns
  4. Test new tactics
  5. Spend more time on analysis

 

  1. Get focused and identify growth opportunities 

After a number of years focused on consultancy and implementation services for the HP software market, around 2011 the company (then known as Partners in IT) made a change of strategic direction.  They took the bold decision to focus on a higher growth market providing consulting and implementation for a different platform – ServiceNow.  They identified that this cloud-based technology offered greater revenue opportunities and developed a new skillset accordingly.

 

  1. Invest in structured marketing

Having taken the decision to focus on this new strategy, Paul said the management team recognised the need to invest in structured marketing to support their ambitious growth plan.  Not having had any in-house expertise for five years, the company acknowledged that their previous approach was ‘lots of shiny ball marketing’ – in other words, plenty of activity chasing the ‘shiny ball’ but no structured plan.  The management team decided that working with an external supplier could be a good option and engaged RCR in 2013 to carry out a ‘full end-to-end’ review, develop a structured plan and help them implement it.

  1. Choose multi-channel integrated campaigns

Paul went on to talk about what had worked well, and pointed to the value of investing time in structured campaign planning that would “build the reasons to talk to us, and engage across our channels, prospects and customers” through a range of different media.

  1. Test new tactics

He was also very honest about his scepticism about some of the new approaches that RCR introduced!  For example, he said he was initially unconvinced about the value of PR, but after a successful trial campaign that we developed in conjunction with PR agency Spark Communications, he was won over to its value in raising profile and differentiating the business.  Similarly, he came to see the value in funding original research among the target market thereby creating innovative content at the core of sales and marketing campaigns.

  1. Spend more time on analysis of what works

Wrapping up with a brief look at what was learnt, Paul talked about spending more time on analysis and learning for future campaigns.  Acknowledging that the fast pace of the market meant that sometimes it was necessary to just ‘get on with the next thing’, he did advise the audience to consider putting in place specific measurement and feedback loops.   Although he did admit that the overall measure of revenue growth (see the chart above) was a good indication of overall success!

The evening wrapped up with a few glasses of wine and some lively chat in the Malmaison bar.

If you’d like more information or a copy of Paul’s slides, then do email us: info@rcrpartnership.com and, if you haven’t already done so, you might like to register to receive regular blogs like this, along with invitations to future events.

by Victoria Ash

 

Oct 31 16

Want more attention? Get yourself a green wig

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We’re going to be running a seminar on 17 November on creating effective integrated marketing campaigns.  We’ll be looking at the stages of planning, execution and follow up, and how you generate original IP that will drive a host of different activities and, ultimately, revenue.  It’s all good strategic stuff, driven by depth of ideas and content.

But sometimes you just need to get out there and grab some attention in the simplest way possible.

An IT trade show is one of the places where you do have to shout pretty loudly to get heard.  And for our client Fruition Partners UK last week that involved some pretty vibrant green wigs as a starting point.  The next step was not much more sophisticated – having got delegates’ attention, they were offered a ‘Charlie and the Chocolate Factory’-inspired Golden Ticket, and the chance to win a smart watch in return for their contact details.  Maybe the IT crowd don’t get out much but this proved hugely popular – the Fruition stand was buzzing and the completed Golden Tickets came flooding in!

Of course, if visitors were interested, there was then the opportunity to find out more about Fruition Partners’ current products and campaigns on our stand, or by chatting to one of the account team.  But from our point of view, the trade show’s job was done: a first point of contact in the buyer’s journey had been established, and the Fruition Partners’ name was out there.  The next stage will be all about taking the data and developing a slightly more in-depth conversation that goes beyond green nylon hair and a Golden Ticket!

by Victoria Ash

 

Sep 30 16

Creating a high-impact integrated marketing campaign: what works in practice?

Come to our seminar for small businesses on 17 November at the Malmaison London.

Email marketing, social media, events, PR, advertising, telemarketing… What should you choose and how can you tie them all together to maximise impact and sales?

Find out how to create effective integrated marketing campaigns that really deliver results, whether your objective is a new product launch, penetrating a new market sector or getting more work from existing clients.

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Date: 17 November 2016
Location: Malmaison London

Timings:
Registration 3.45 – 4.15
Seminar 4.15 – 5.30
Drinks, nibbles and networking 5.30 – 7.00

Click here to get your ticket!

Spaces are limited and are offered on a first come first serve basis.

The event will include a case study on our client, a successful 50-person IT consultancy. We will be discussing how campaigns driven by original research have helped the company raise its profile and generate new business.

Who should attend? Business owners and directors, plus marketing directors and managers – If that’s you, register now to book your space.