Resources

At Loud and Clear Marketing, we know that projects can often get complicated. Buzzwords thrown about in business meetings, jargon used in proposals and often, differing objectives for each department. Thankfully, these can all be explained, aligning all departments and their myriad of goals and objectives into one clear direction for business optimisation.

Common Business Challenges

Outsourced marketing consultancy services can help you with typical and common business challenges, such as:

  • Awareness – nobody knows we are here
  • Acquisition – people seem to know about us but don’t come to us (they go to the competition), or, we want to grow faster!
  • Retention/Customer attrition – we win new clients but we can’t keep them
  • Maximise use of existing infrastructure – we are busy most of the time but I’d like to increase utilisation up to and beyond capacity and grow my business
  • Design – we need a professional ‘look’ to help us play on the same field as the ‘big guys’
  • Do more, better – we do the basics but we’d like our marketing to be more sophisticated
  • Product launches – we’d like to launch a new product but are not sure how to go about it, we need a plan we can implement
  • Processes/Technology – we’d like to implement some processes or technology (e.g. a CRM solution) to safe-guard future sales opportunities and harness our client base
  • Specific Project Management – we’d like to invite to tender a new PR, design agency or email marketing service provider and would like someone to manage the process for us
  • Please help, I don’t know where to start! Don’t worry, Loud & Clear’s discovery workshop can help you.

Business Jargon Explained

Marketing terminology can sometimes feel like a different language, here are some of the terms that you might come across and wonder what they are:

B2B

B2B is an acronym for Business to Business, meaning companies who target other companies as their clients, rather than B2C companies who target Consumers: Business to Consumer.  A hybrid term that has come into fashion more recently is B2B2C, being an organisation that sells to business and consumers.

Campaign

Describes a burst of activity which is grouped together and with a common goal, it usually includes more than one ‘channel’.  A campaign is typically made up of several channels and research has shown that campaigns made up of several channels are significantly more successful than those with only one or two (10-25% more effective). Please see my blog for further information.

Channel

A marketing Channel is a type of marketing activity or ‘route to market’.  Activities or channels might be: email marketing, PR, website, advertising, TV ads, brochures etc.

Event Triggered Actions

This is a phrase which describes what kind of automated activities should take place after a given event.  Some people describe this as creating a ‘workflow’.  An example of an event triggered action is:  A visitor to your website decides to complete the contact/enquiry form – this ‘event’ then triggers an automated email that gets sent immediately to the visitor which says ‘thanks for your enquiry we’ll be in touch soon’.

Frequency

As the name suggests this talks about how often you wish to make contact with your customers or prospects.  Frequency is most often applied to large scale direct marketing campaigns or email marketing.  It is important to set your ideal frequency in the planning stage so as to not over or under communicate with your target audience.

High-Net-Worth (HNW) and Ultra High-Net-Worth

This is a term that describes the exceptionally affluent (or wealthy) who live a well-heeled lifestyle.  This is a type of demographic group that is targeted with high value goods or services (yachts, power boats, expensive and exclusive car brands, private banking etc.).  Typically organisations targeting HNW individuals are referring to people with >£1m of liquid assets.

Media Pack

Is the term given to the details that a media publication (print, on-line or both) will provide to advertisers that provides information on its reader base (sometimes this is audited by the ABC audit bureau), who they are, where they are based etc.  This can help the advertiser decide if the publication is targeted the right kind of audience (i.e. those likely to buy/respond).

Pop-up Stand

This is usually a 3m x 3m stand that has professionally printed graphics that hook onto a collapsible aluminium frame.  The stand is highly portable (fits in the boot of the car usually) and can be available in other shapes & sizes to fit your requirements.

PPC – Pay Per Click

On-line, internet based advertising which is conducted on search engines like Google and Yahoo! You only pay for adverts which are displayed (served) AND which are subsequently clicked on by the recipient/searcher

Rate Card

The cost of advertising at standard published rates for that publication (online or off), before negotiating.

Segmentation

This is the methodology you would apply to ‘segmenting’ your target audience into discernable buckets, or segments.  Doing this allows you to target people who fall into these buckets in a more specific and productive fashion.  A segment might be:  High-Net-Worth (see below) females aged 18-30, who live in Surrey.  This is an example of both demographic and geographic segmentation.

SEO – Search Engine Optimisation

Describes the process undertaken to optimise your website to make it search engine friendly, which in turn will mean that your website will appear higher up the results for given/specific search terms, often called ‘key words’.

USP / Unique Selling Point

A USP is something that you consider to be unique to your business, a selling proposition that you feel other competing companies cannot offer.  These are sometimes also called ‘differentiators’ – things that make you stand apart from the crowd.  They could be features or functions of a product or services, however services based differentiators can be copied very easily by the competition.