Work - ten steps to create impact
Fragmented initiatives and activities give confused messages to your
target audience. They are ineffective and can be wasteful of your time and
resources. Organisations need to decide what they want to achieve from
their marketing, communications and public relations activities and devise
integrated programmes to obtain the desired results.
Every activity or event that becomes part of the programme should seek
to strengthen existing relationships or develop new ones.
The following steps will ensure that your marketing programme is
designed around your specific business development objectives
objectives and success criteria
a) Increase in fee
tiers/sales levels – from what to what and how many of each?
Increase in numbers of clients/customers – how many and what percentage
increase is that?
c) Increase in numbers of assignments per client –
all clients/ top 20/particular kinds of assignment?
d) Examine where
your business was derived from in the previous year and how that can be
protected and developed.
2. Developing useful
a) Professional Partnerships – which sector/which firms – set a
maximum number you can realistically create an alliance with e.g. joint
initiatives – shared costs/reciprocity/client introductions?
Industry bodies – you will need to identify specific relevance – i.e. by
function/by size – what will they get out of the alliance e.g. joint
initiatives/mutual endorsement/raised profile/industry reports?
Existing clients – focus groups – can help enormously in positioning/
testing ideas, products and services – networking opportunities/free
Identify industry sector/function topical issues and how your knowledge
and experience can make a difference?
a) Economic climate – budget
changes/markets/funds availability – e.g. minimising negative
b) New legislation/regulatory
obligations – UK/EU – e.g. impact and solutions
c) Topical issues –
Fraud/Risk/Terrorism/War – e.g. exposure and limiting impact
Interruptions to widget supplies – UK/Overseas suppliers – e.g.
International trading knowledge/support – Financial advisory
4. Effective and interactive
a) Newsletter/bulletin with
fax-back interactivity – what are your readers views on specific issues
– peer input is essential
b) Industry survey (potentially linked into
industry body or jointly undertaken with a partner firm) – questions
must appeal both to your respondents and be of interest to the
c) Client questionnaire – what specific information do they
most need from you?
5. Relationship development
a) Hospitality programme for
alliances/industry sector bodies – with a pre-determined business agenda
– remember, each meeting should have a purpose
b) Seminar programme –
linking industry concerns/issues with solution providers – invite
suitable clients to relate a case study
c) Focus lunches/dinners –
key clients and prospects invited to discuss new
products/services/communications/product launches etc - provide
networking opportunity and can be shared with industry
6. Raising profile
a) Identify key media
representatives – radio/television/sector journals – regional/national
b) Devise a pr plan based upon the key issues in your sector and the
activities you intend to undertake – this should aim to get the right
people talking about the right issues to the right audience
who key spokespeople are and train them if necessary
d) Identify who
can write relevant articles on key issues – refraining from jargon/
e) Maximise publicity for all sector transactions done
or assignments completed
f) Use Case Studies or client profiles where
you can to illustrate your knowledge of the market and your
relationships with your clients
g) Use client endorsements in your
7. Developing networking opportunities
a) Find out where people in this
sector go to network – professional associations/sector
b) Target key
companies/individuals and limit the numbers – focus is important
Determine what their particular issues and concerns might be – research
their internet press releases and industry journal articles
out if any of your alliances can introduce you.
e) Invite selected
targets to seminars and tell them why you think it would be useful for
8. Getting the most out of the marketing/pr
Involve the entire team
- junior staff – researching
industry issues/particular companies
- middle – draft
- partner/senior/middle – hosting
- partners/senior – conference/seminar
Sharing the workload ensures everyone contributes to the
overall implementation and success of the programme.
9.Tracking & Monitoring Performance
a) At the outset create a detailed
schedule of all activities in your campaign, including events,
communications and hospitality.
b) Clarify actions and
responsibilities, per individual, and important deadlines – continue to
monitor this on a monthly basis
c) Collate all the networking
activities at the relevant membership associations each month and note
which staff will attend each one.
d) Each month track progress on all
activities to ascertain outcomes and results meet your success criteria.
Make sure all successes are communicated internally.
e) Ensure your
PR messages communicate your successes externally through press
releases, mentioning any involvement with your alliances or the industry
bodies. Count how many press releases you achieve each month and note
what is interesting to the media.
f) If aspects of the programme are
not working, change them. In detail check the follow-up on all
networking activities is taking place. To get the best from networking,
follow-up should take place within three working days, otherwise the
lead will grow cold. If any of the memberships seem unproductive, move
10. Motivation & Reward
Performance objectives for individuals should become part of
their appraisals. Non-billable hours that contribute to business
development need appropriate recognition.
a) Devise a method of measuring individual effort -
number of articles written, events attended, interviews given,
presentations made, research undertaken.
b) Ask individuals to rate
their own performance.
c) Ask individuals to suggest improvements to
their methods, success rates.