redyellowblue

NEVER MIND THE QUALITY FEEL THE WIDTH

2011-05-04T11:25:00.000+01:00

When it comes to media lists, most clients like them big and chunky, stuffed full of top selling titles and big name journalists with a sprinkling of TV and national radio shows on the top for good measure. Media lists like this look impressive and very important in reports.
However, whilst my maxim for life is always: “If you are going to have one, have a big one,” this rarely applies to those media lists. Some recent research by PR Week the industry’s fount of all knowledge, revealed, to no one’s great surprise, that bad pitching was the bane of journalists’ lives. Blanket emails offering general stories with little relevance to their titles can do more harm than good.
It all boils down to knowing the media outlets you want to get coverage in. And that boils down even further to understanding which media your customers are reading which takes us neatly back to having a shorter media list but full of excellent titles which you can get to know really well. Consequently you can offer them great stories, tailored specifically for their publication, which they will want to run and which will then make them more likely to consider your approaches in future.
It takes time and effort to get under the skin of any media titles, but it will be worthwhile in terms of the coverage you can achieve. If you don’t feel ready to get a PR agency to look after your media relations or you just want to have a go yourself here are a few tips to remember:

It always begins with your customers. Really understand who your core audience is ie the ones that spend the money, and then you can pinpoint which media they are likely to use whether it is local papers or magazines or trade titles or glossy monthlies
Pick just three or four to begin with and make sure you read them regularly and don’t forget their websites. Many media outlets post additional stories and have extra opportunities for comment, opinion or guest blog spots on their websites
When you are scouring these publications keep your eyes out for sections where you might feature, it could be a regular photo spot, it could be the kind of news that they cover, surveys or polls
Look out for the names of the journalists as well. Most will have specific areas or subjects which they cover so by reading the publication regularly you will get to know which journalist might be the most interested in what you have to say
It won’t take long before you will begin to see a story taking shape or will understand how you can take a news story from your company and tailor it specifically to each of your target publications, some might want a great photograph, another might need an interview
Pitch via email in the first instance and don’t be afraid to be specific and tell them what the story is and where you think it will fit
Remember that some journalists can get up to 100 pitches every month but also remember that they are always on the look out for stories so they want you to pitch a good one to them
Finally, don’t be disheartened. There are many reasons why media might not pick up a story so if this one doesn’t make it create another one

Lindsay Complin
Founder of redyellowblue
www.redyellowblueuk.com

Let me know how you are getting on through the reader comments or via email at lindsay@redyellowblueuk.com

Backdoorshoes

2011-03-15T21:18:00.000Z

Backdoorshoes

We recently took on a client called backdoorshoes, these lightweight clogs are the ideal gardening shoe as they are waterproof, comfortable and come in 10 fabulous designs from chillis to roses, sunflowers to vegetables. They are made from foam, not rubber so they are very light and easy to wear – only 230g per pair. They have an orthotic heel with built in arch support and they warm up and soften as you wear them moulding to your feet, making them extremely comfortable.

Dirt and mud can just be hosed off and the shoes left to dry and they won’t crack or split.
They are also resistant to the bacteria and fungus that cause shoe and foot odour which is another good reason why you won’t mind having them beside the back door.

If you would like to know more information then visit www.backdoorsshoes.co.uk

A SHARP DRESSED MAN …

2011-03-15T20:43:00.002Z

All the men in the redyellowblue office are looking sharp and stylish as we have recently welcomed TCA into the fold.

TCA is a distributor of menswear brands and is bringing an amazing collection of great labels including Murphy and Nye and New Man to the UK. With a showroom in London’s trendy Brick Lane, TCA will be working with independent retailers to offer them these unique ranges.

Redyellowblue’s job is to launch a two pronged attack for the business to business and the business to consumer audiences. The people behind TCA are well known in the industry and as the company is new our aim is to build its reputation within the trade. In addition, we need to get consumers wanting the brands, some of which have been in the UK before and some are already big names in other parts of Europe. We will be launching high profile PR campaigns for all of the range’s with each programme carefully developed to appeal to its distinct target audience.

“It is always exciting to win new business and when clients work within such a vibrant and fast moving sector, the ideas just come thick and fast. We are so excited about being part of the growth of TCA and the brands they represent and to share in the company’s success,” said Lindsay Complin director of redyellowblue.

http://www.redyellowblueuk.com/archivenews.php?March2011&MNews==MDM&YNews===QMxAjM

LOGOS AT LAST

2010-03-15T21:34:00.000Z

Finally. I have become a member of the Chartered Institute of Public Relations. Having worked for over 20 years in PR and marketing it is only in the past month that I have finally joined I am ashamed to say. Up to now I wondered whether or not the cost of membership would be worth it for me, but at an exhibition recently a prospective client gave me a different point of view. He asked who my work was accountable to which made me realise that the benefits of being a member of a trade organisation are not just for me but are for my clients, giving them reassurance that I know what I am doing. The CIPR in particular wants to know about your career path and your experience before it grants membership status so clients can have confidence that its members are bona fide PR practitioners.

And I should receive a second slap on the wrist for not practising what I preach. I always stress to my clients the importance of using accreditations and memberships of trade organisations, displaying logos prominently on websites because they are another tool in reinforcing your expertise and ability to do your job well. Anything which will boost your customers' confidence in your company has to be a good thing.

So if you are a member of any trade organisations, business groups, Chambers of Commerce etc then make sure your customers know about them. As you will all know by now, my mantra is little and often and accreditations to business organisations are another small step in showing your clients that you are honest and are accountable. So if anyone wants me to join their organisation now is the time to ask me!

Let me know how you are getting on via the comments or email me direct at lindsay@redyellowblue.biz and don't forget to check out our website: www.redyellowblue.biz.

Lindsay

SAY CHEESE

2010-02-23T10:20:00.000Z

If your customers come from close by, your reputation within the local community is going to be important to you and the local papers are a great place to start. I know I have already done a blog post on the best way of generating coverage but I thought I would devote one just on photography as I think it deserves it!

And for me it is topical because having secured a fantastic profile piece in the business pages of the local paper for a retail client of mine, the paper sent round a photographer and my client refused to be in the shot. She decided that the shot she wanted was just of the shop front. Naturally the paper had written the piece about her great entrepreneurial spirit and without a shot of her the feature did not make sense. Needless to say they didn’t run with it. So it was also a great lesson for me in never leaving a client’s side once the press arrive.

Anyway, it started me thinking about press shots and having worked as a journalist on local newspapers I have been on the receiving end of many terrible photos submitted with the sure fire expectation that they will be dominating page three or five in next week’s edition. Sadly the great majority went on the spike but not because the story wasn’t good enough but because the photograph wasn’t.

So to maximise your chances of your story getting in, support it with a great photo and here are some crucial dos and don’ts:

PEOPLE, PEOPLE, PEOPLE

Papers are about people so make sure there are some in the shot. But be choosy, readers need to see who the people are so don’t stuff it full so everyone is just a tiny spec. Two or three is the perfect number but try not to go over six. And always remember to add the names of the people in the shot.

READY FOR YOUR CLOSE UP

This leads on from the last point about being able to see the people in the photo. Get nice and tight in to the top half of your subject. Unless the story is about doing a marathon in huge clown shoes, the most interesting thing about the photograph is the people’s faces so don’t stand way back and get a full length shot. Head and shoulders is great, but never further than the waist if you can help it.

CONTRIVED IS GOOD

If the story is about raising money, handing over a cheque or includes the subject showing something you will need to get them to hold it as close to their faces as possible. I once did a shot for a restaurant running a chocolate morning for children. I chose two children, asked them to kneel down at the table really close to the bowls of chocolate and asked them to pop marshmallows in their mouths. Although it felt a bit awkward for the kids to be squashed down, the shot looked great and make the front page.

DO SOMETHING

Unless it is handing over a cheque sometimes the photograph might not be obvious and you will need to be creative which isn’t always easy. Getting the people in the shot to be doing something to illustrate the story will help your chances of it getting picked. For instance another client of mine runs an activity club for pre-school children and was running a healthy eating week offering fruit to the kids after the session. Rather than just a couple of kids standing by a fruit bowl I asked one to hold up plums for his eyes and the other to hold up a banana for a smiley mouth. It was such a cute shot and made the paper.

BE HAPPY

For heaven’s sake smile! In most instances the story will be a happy one: a new contract, a new position, a sponsorship, raising money for charity so make sure the people in the photo at least look like they are pleased to be there.

Good luck and don’t forget to let me know how you get on through the blog comments of via email: lindsay@redyellowblue.biz. Don’t forget to visit our website: www.redyellowblue.biz.

Lindsay

READ ALL ABOUT IT

2010-02-09T11:56:00.000Z

Newsletters are the new black - the hot new PR and marketing trend for this business season. But just as there is a difference between a Primark handbag and a Gucci handbag, there is a difference between an informative newsletter and Spam.

So how do you make sure your newsletter is designer rather than a knock off? The key word here is interesting. As with all successful PR and marketing activities you need to approach with the customer in mind. A brief email rattling on about how great you are complemented by a list of services you offer is not going to make anyone read on. Here are some Dos and Don'ts to make your newsletter a real page turner:

DO
Make it relevant - comment on industry events, the economy, world news to demonstrate that you are a relevant and up to date business with a voice and opinions. This is the bit that makes your newsletter interesting and unique
Give them some information - insider advice is always welcome so imagine someone has called you with a specific query and you have written down your guidance
Tell them what's new - do you have new products on the shelves, a limited time deal
Make them an offer - a money off or free service exclusively for newsletter recipients will encourage loyalty and also make them less inclined to click the unsuscribe button
Show them what you have done - go into some detail about how you have helped a customer. Outline the problems the customer had, the challenges you overcame and the splendid outcome complete with a lovely quote from your satisfied customer.

DON'T
Just list your services - customers can get all that information from the website
Do just one - plan out the next six issues and if you are struggling for content it would suggest that a newsletter might not be the right vehicle for you
Make it too long - remember that your customers will be reading it from their PCs so the stories need to be succinct. If you have more to say then include a link back to a longer story on your website

I am in the middle of practising what I preach with a newsletter for a financial services client of ours who wants to maximise revenue from his huge customer database. I will keep you posted of our success.

In the meantime, let me know how you put together your own newsletters, what works and what doesn't. Email me at lindsay@redyellowblue.biz or check out the website at www.redyellowblue.biz

Lindsay

WHAT NO CASH?!

2010-02-03T12:59:00.000Z

I can't believe how much the last couple of weeks have whizzed by. I went to a business lunch last week and the speaker was Saira Khan who was on the first series of The Apprentice. She was invited to the lunch to talk about her experiences in launching Maimoo, a range of beautiful skin care products for babies. As you can imagine she was a very dynamic speaker with lots of straight talking and down to earth advice. I found myself nodding along vigorously at one point when she said that any small business start up needs to take control of all aspects of the business - do it yourself. When she mentioned PR and marketing specifically I wanted to leap up from the table and throw my business cards in the air and shout: "And here I am to help you do it!" Thankfully I didn't so I was able to stay and listen to the rest.

She makes an important point though. It is easy to get overwhelmed with the sheer scale of the task when your business is small or just starting up, but then that's just part of the deal. The trick is to become organised, allocate time for all those jobs which are essential but not mission critical and put a workable action plan together which means it takes up less thinking time when you sit down to get it done. And the key word there is workable. With PR and marketing in particular it is very easy to get overexcited. It is very creative field and the possibilities seem limitless but in reality they will always be limited by the time and money you have available. But take heart from the fact that even with only a small amount of time and no money to spend you can achieve a significant amount - think generating coverage in your local media, linking up with another like minded company for a joint promotion, a creative offer to reward existing clients and encourage them to come back. None of these require envelopes full of tenners to implement successfully but can have really positive effects on generating sales.

So be realistic (and that means recognising that you have to put in some effort), plan activities which are achievable and take control. Let me know how you get on via the comments or via email: lindsay@redyellowblue.biz and don't forget to check out our website: www.redyellowblue.biz.

Lindsay

EXHAUSTED AND DISORIENTATED

2010-01-12T11:53:00.000Z

Exhausted, mentally drained, aching bones, disorientated. Yes, I spent all day yesterday at an exhibition. The minute you cross the threshold into an exhibition hall, all your usual reference points like time, daylight and weather are lost and you step into a parallel world. It is not surprising then that many of the people manning stands yesterday looked like they were slowly losing the will to live - it is impossible to maintain enthusiasm and a happy smile in an atmosphere which seems to drain your soul through the air conditioning system.

But, the reason we all pay vast sums of money (and they are not cheap) to go to an exhibition is to tempt in new customers and to make the investment worthwhile it is vital your stand and your staff are welcoming and friendly. Here are my exhibition Dos and Don'ts:

DO
Bring in fresh blood. Although someone from accounts or the lady who answers the phone might not know everything about your products and services, what they lack in knowledge will be more than compensated for by their energy and will provide a welcome recovery period for your sales staff and senior managers. Spread the load.

Catch people's eyes. It is terribly British to be terrified of looking someone in the eye, but remember that everyone who has paid to get in is waiting to be wowed so make sure you are the people to do it. Position yourself at the edge of your stand with a smile on your face and some leaflets in your hand. Talk to someone.

Get their details. Many people I spoke to yesterday reported fewer sales but more people interested in their products. The internet means everyone is after a bargain and they will go home and scroll through websites trying to save a few quid. Just because they don't buy now doesn't mean they won't. Ask them for their details so you can keep them up to date with special offers. Give them a reason with a free prize draw. If they are interested at the Show they will be interested afterwards.

DON'T
Text. If your job is so vital that you cannot be out of communication for a three hour stint you shouldn't be there. There is nothing that makes me walk on past to the next stand than someone hunched over their mobile. Put the mobile out the back and talk to a real person instead.

Be miserable. I know the weather is rubbish, attendance is down, sales aren't great and your future is a bleak and uncertain landscape but I have paid £15 to get in and don't want to hear you moaning. When visitors ask how the show is going they are being polite so gloss over the bad bits and focus on the good stuff like how people have been really interested in a particular product, or that a show special is going well. We all love to do business with successful people and I have enough bad news to cope with so keep yours to yourself.

Sit down. A controversial one I know but I am always less likely to approach someone sitting down than if they are standing up, especially if there is two of you on the stand and you are chatting to each other. There is so much competition at an exhibition you need to do everything to stop people walking past you so stay on your feet.

There are no simple ways to get through exhibitions and you won't be able to do every one of my Dos and Don'ts for every hour of the show, but at least if you try most of the time you should maximise the number of people who come to the stand, keep their interest, follow them up and get that sale.

Let me know how you are getting on via the reader comments or email: Lindsay@redyellowblue.biz. Don't forget to visit our website: www.redyellowblue.biz

Lindsay

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BUT IS IT REALLY WORTH IT?

2010-01-08T09:48:00.004Z

I have yet to have a meeting with any prospective clients who remain unconvinced about the benefits of good PR and marketing. Usually, by the time I have finished with them they are champing at the bit to get going. So the Christmas break gave me a bit of breathing space to ponder why I hadn’t yet been asked to fill a vacant spot on Dragon’s Den looking for potential investments for my hard earned millions.

It boils down to going off the boil. Despite my best efforts prospective clients appear to still relegate PR and marketing to the bottom of their To Do list after I have gone. It is frustrating for me because I know that targeted PR and marketing needs just small investments of time and money yet can yield big when it comes to new customers. So, I have spent a bit of time wading through research papers and texts to find some examples of companies who have used PR and marketing successfully and here are a couple:

Friends Reunited: Six months after launch Friends Reunited had 30,000 registered users and invested solely in PR to raise that number. One year later the site had 5 million registered users

Tomy: Tomy just used PR to launch their new range of Micro Pets in the summer of 2002. By the end of the year sales had topped 1 million units and were voted Best New Product of the Year 2002 by the British Association of Toy Retailers

Crafty Tales: Crafty Tales needed to grow and generate more customers. Through updating the website to offer regular downloadable crafts and stories, in six months the business doubled and needed to employ extra staff.

Now you can’t argue with that can you? (That last one was one of mine by the way) So drag PR and marketing from the bottom of the list to the top and enjoy all those extra sales.

Let me know how you are getting on via reader comments or email me at lindsay@redyellowblue.biz. Don’t forget to visit our website: www.redyellowblue.biz.

Lindsay

A MONEY MAKING RESOLUTION

2010-01-04T13:25:00.004Z

Go to the gym more, give up drinking, stop eating biscuits, don’t go to the shops in your pyjamas (is that one just me?) blah, blah blah. We all make countless New Year’s resolutions for ourselves every January, but have you made one for your company? Growing the business, attracting new customers, generating more profit are bound to be on the list but you need to come up with ways to achieve these goals for a fighting chance of success. Therefore developing a strong PR and marketing plan should be at the very pinnacle of your resolutions list. Done well, with consistency and synergy PR and marketing are the most cost effective ways of bringing in new customers so start 2010 with a brilliant plan to keep that flow of clients through the door. Here are a few pointers which will help you on your way:

- Set aside some time. You can’t do any planning effectively if you have given yourself half an hour between a sales appointment and a teleconference with a feisty supplier. Clear the diary and hold your calls for at least two hours to give your brain some breathing space

- Know your customers. If you are a regular reader of my Blog you will know that one of my pet hates is the phrase: ‘Anyone can buy our stuff’. If you have limited resources, then analyse your customer base to find out who spends the most and then only target them

- Know where your profit is coming from. It might be that most of your profit comes from one or two big deals or it might come from lots of the smaller transactions. If you don’t have much time or money you don’t want to be wasting them chasing business that doesn’t bring you the most return

- Know what you want to say. Really focus in on the one or two most important things about your business. Don’t try and tell everyone everything or no one will understand what you are trying to say

- Know your competitors. Understand what they say about themselves and where they are investing their marketing money so you can either follow suit or do something completely different

- Let ‘little and often’ be your PR and marketing mantra. You marketing messages will be understood much better if you are consistent with what you say and you say it regularly. Choose activities which may seem low key, because they will be easier to do and a few every month will soon add up.

Two hours of planning and a little bit of time every week will result in the phone ringing or the shop bell jingling I promise you. Let me know how you are getting on through the reader comments or via email at lindsay@redyellowblue.biz. Don't forget to visit our website: www.redyellowblue.biz.

Happy New Year and I hope it is a prosperous one for all of us.

Lindsay

NO MORE STAMPS

2009-12-15T14:18:00.002Z

Those of you who have worked with redyellowblue in the past will not be receiving an official corporate Christmas card this year. In fact, no one is. Not friends, not family, not colleagues, not clients or random people we have met in the course of doing business this year. Instead a small village in Madagascar will be a couple of feet of pipeline closer to having fresh water in their village. We have chosen to take the cash we would have usually laid out on fancy schmancy cards and festive stamps, and give it to Kitchen Table Charities Trust which makes grants to tiny charities around the world run by volunteers. And our money is going to the village in Madagascar. I have been quite surprised at how controversial the decision not the send cards has been. A real 50/50 split. Some people have been impressed and touched, especially as I have sent an email to everyone who would expect a card and attached photographs of the village. Others have been mildly affronted and have viewed it as a bit of a cop out - "If I have to spend hours signing 200 cards then so should everyone else." But I have been very excited by our choice this year and I would challenge anyone to visit the Kitchen Table Charities website and not be moved by the incredible things which are achieved all across the globe by volunteers on a shoe string: www.kitchentablecharities.org.

Let me know if you have also chosen the charity route this year through the reader comments or via email at lindsay@redyellowblue.biz. Don't forget to visit our website: www.redyellowblue.biz

Lindsay

NOT JUST A PRETTY FOLDER

2009-12-09T15:07:00.002Z

I sent a colleague of mine off this week to find out how we can improve the way we present our final document to our clients. It is quite an impressively weighty thing which includes industry analysis, trends, competitor research, audience identification as well as a thorough review of our client’s business and that’s before we’ve even started on our recommendations for strategy, messaging, activity and a timing plan. When we were smaller and our offering wasn’t quite as comprehensive as it is now, then a spiral bound document was great. However, we now spend a lot of time doing quite valuable primary research which has a massive impact on our recommendations and how effective they are. I didn’t feel we were doing all our hard work justice so I decided I wanted to get the whole thing designed properly. Once my colleague had begun to brief the designer though, he came back to me with loads of questions and queries and when I began to think about it more, I realised the issue was more than just a couple of pretty, printed front and back covers. If I wanted the finished document to be a true representation of the value I know it had, then I needed to invest time and budget into it. PR and marketing isn’t just about media coverage and leaflets, it is about every single communication with your customer from documents, to letter heads to how you talk to people at networking meetings. I am going to meet the designer next week to do the whole thing properly. It is going to cost me more than I was hoping but I am sure that it will reap me more rewards than I was expecting.

Let me know how you are getting on through the reader comments or via email at lindsay@redyellowblue.biz. Don't forget to visit our website: www.redyellowblue.biz

Lindsay

CHILDREN, CHARITY AND GETTING COVERAGE IN A LOCAL NEWSPAPER

2009-12-03T11:00:00.003Z

I have recently started doing some work with my daughters’ primary school specifically to generate coverage in the local media. There are lots of newspapers and glossy magazines where we live and most are quite well read so for a school it is a fantastic tool for generating awareness and showing potential parents what you do. Everyone knows adverts are expensive, so editorial is a brilliant way of securing space which is not only free but is also much more likely to be read than ads ever will. However, when you are a small business it is sometimes really hard to summon up regular stories to tickle the imaginations of the busy reporters on the local papers and this is where children and charities can come in. A quick glance through your local paper can be very revealing, although you would be amazed how many businesses who are hoping to grab some column inches just don’t do it. Amongst the serious crime stories, court reports and planning battles will be plenty of lovely photographs of smiling children doing funny things or of smiling grown up raising money for charity – they may or may not be doing something funny. So if you have a regular programme of rolling news out to the local media and have a couple of gaps, then consider linking up with a local charity to offer your services in a fund raising capacity or contact your local school to see if you can get involved in some way. The school or the charity will be delighted for some support, you will feel much better for having supported a great cause and I bet you will get a lovely smiley photo which will secure you some of that much needed coverage.

Email me with any of your stories which have generated some local newspaper coverage, I would love to hear from you through the reader comments or via email at lindsay@redyellowblue.biz. Don't forget to visit our website: www.redyellowblue.biz

Lindsay

WHY ARE WE DOING THIS AGAIN?

2009-12-01T16:07:00.002Z

I have just come back from a meeting in Chiswick with a very successful design and print company. They called us in because they don’t feel expertise of their design studio has a strong enough profile and want to encourage more customers through the door (don’t we all?!!). When I asked them about their marketing activity to date it was no surprise that direct mail was a real hit with them, and they had piles of wonderfully glossy postcards and creative mailshots which all looked lovely. But when I asked them what response rate they were getting (with direct mail it is usually 2-4%) they didn’t know. They said that the reason for sending out this regular communication was raising awareness which is very commendable and more than lots of businesses do. However, even for a print company, churning out hundreds of pieces of full colour direct mail collateral is still expensive and if you are going to invest in any kind of marketing or PR activity you need to know whether or not it is working. Always begin with a method of evaluation in mind – be ready to judge anything you do on the results it brings you. Often this is as basic as creating a customer profile form which includes a couple of questions about where they heard about you and why they chose you over competitors. But, and this is crucial, make sure you use it and use it for every single customer. Unless you have deep pockets and can afford the kind of big impact marketing activity which is likely to net instant results, your successes are likely to take a little longer to manifest themselves. Therefore it is vital to keep an eye on where these lovely new customers are coming from so you know what is working and what is not and therefore what to continue to invest in and what is a waste of your money.

Let me know what evaluation methods and tools you find the most effective and easy to put into practice. I would love to hear from you via the reader comments or email me at lindsay@redyellowblue.biz. Don't forget to visit our website: www.redyellowblue.biz

Lindsay

MINING FOR GOLDEN NUGGETS

2009-11-24T08:00:00.002Z

One of my first questions to any prospective clients is: “What do you do?” I am always hoping for an inspiring, succinct and interesting answer and am frequently disappointed! First impressions are not just about how shiny your shoes are but are about those first couple of sentences you use to describe your business. People have to get it straight away or they will shortly be mentally wandering off to that smart lady on the other side of the room who looks like she is having a good time. I go to a lot of networking meetings and just last week was chatting to a gentlemen who was very enthusiastic but determined to list the entire features and benefits of his company in response to a simple question about what he did. Take the time to compose a couple of Golden Nuggets about your company; chunks of shiny information which give a flavour of what you do and will tempt the listener in, leaving the conversation open for questions. Now you have a conversation going and who knows where that might lead …?

Let me know how you are getting on through the reader comments or via email at lindsay@redyellowblue.biz. Don't forget to visit our website: www.redyellowblue.biz

Lindsay

PEEPING OVER THE HEDGE

2009-11-19T08:00:00.002Z

I was working with a local restaurant recently who let out a confused sigh when I asked who their competitors were. “No one does what we do,” is another old chestnut and even if you occupy a real niche there will always be alternatives for your customers’ cash. An hour or so browsing competitor websites is always a happy time! You will either find that their marketing is so spot on that their website is fantastic and it will trigger off all sorts of inspirational ideas for your own business. Or else you will find yourself slowly puffing up with pride (and relief) that they appear to be in even more of a confused state than you are. Search those sites to find out how the competition talk about themselves, what words they use what key phrases crop up again and again. See how they show testimonials, quotes or case studies from satisfied customers. From there you should be able to identify the areas in which you differ, the things you do better and the areas where you might lag behind. Peeping over the hedge to look at next door’s washing is always worth it!

Let me know how you are getting on through the reader comments or via email at lindsay@redyellowblue.biz. Don't forget to visit our website: www.redyellowblue.biz

Lindsay

IF YOU DON’T KNOW YOUR CUSTOMERS HOW WILL THEY KNOW YOU?

2009-11-17T08:00:00.003Z

To my question: “Who buys your stuff?” The answer seems to always be: “Everyone.” I have worked recently with a florist, a photographer, a physiotherapist and a financial advisor and they are all so lucky to have all the people in the world as potential customers! However, unless you have pockets as deep as Richard Branson’s you will never be able to tell every single one of those people what you do. When you are short on time and money ‘focus, focus, focus’ should be your mantra: really narrow down on who are the people spending the most money with you or are your more regular customers. These are the people you should be spending your limited resources on because they are the quickest route to increased turnover. Take a bit of time to really look at who comes into your shop/buys from your website and it will soon be obvious who your customers are. Once you have done that you will be able to pick out the activities from your long wish list which would be the most appropriate. Focussing on these core customers does not mean everyone else will stop buying but it will help bring some clarity to what you do and means that your time and your money are well spent.

Let me know how you are getting on through the reader comments or via email at lindsay@redyellowblue.biz. Don't forget to visit our website: www.redyellowblue.biz

Lindsay

SIPPING PIMMS ON THE YACHT IN CANNES

2009-11-13T15:03:00.002Z

We are hearing the patter of tiny feet in our household, really tiny feet. We have just acquired a hamster. She goes like the clappers in her little wheel most evenings hardly stopping for breath and sometimes she reminds me of me, diligently racing onwards who knows where. But this final resting place is a question I always ask my clients and in the quest for orders and sales it is often something they haven’t asked themselves for ages. Where you want to end up should be lasered onto the inside of your eyelids because it ought to seep into everything you do as a company. There is no point driving blindly on for enormous corporate orders when in fact you want to keep the business small and manageable. This is true for your PR and marketing of course. If selling up in five years is your dream don’t spend time and money building yourself up as the figurehead for your business. Some of my clients are almost embarrassed to confess their dreams but I say shout them loud and proud. They are the reason you are working for yourself and they get you out of bed in the morning. I will see you on my yacht in Cannes Marina – mine’s a large Pimms.

Let me know how you are getting on through the reader comments or via email at lindsay@redyellowblue.biz. Don't forget to visit our website: www.redyellowblue.biz

Lindsay

QUICK! QUICK! QUICK!

2009-11-10T10:30:00.002Z

I love it when I am chased by clients. It means they have been paying attention! It means I have made some sense. A recent client of mine worked in network cabling and we spent quite a long time looking at how the company could win new business by creating a reputation for themselves within this niche and quite closed market. When we analysed the competitors and I asked why and how these companies were winning business it became very obvious what my client needed to do to compete. It wasn’t down to spending lots of money but was about waving the flag a bit more and letting people know they were there and were good at what they did. “That’s so obvious!” was how she greeted my recommendations but I often find myself stating the obvious with my clients. However, when you are up to your armpits in order processing, sourcing materials and paying suppliers, the obvious isn’t always easy to spot. You sometimes need a fresh pair of eyes to look at things differently and to encourage you to take a step back and look at the business as a whole rather than just the next thing on the To Do list. Once I had emailed my recommendations through to my client I then found myself being chased and hassled for the final document because she was so keen to get going once I had brought a bit of focus and clarity. That made me happy!

Let me know how you are getting on through the reader comments or via email at lindsay@redyellowblue.biz. Don't forget to visit our website: www.redyellowblue.biz

Lindsay

PUT THE KETTLE ON – CHATTING IS GREAT BUSINESS

2009-11-05T14:23:00.002Z

When I tell my clients they need to set aside three or four hours for our meeting you can see them stagger slightly and hold on to the wall for support as they think about their packed diaries. However, when you get them going, there is no stopping them and I am a really enthusiastic listener. I love hearing my clients talk about their business and I haven’t found one yet who didn’t love talking to me about it. But it is once we are all talked out about customers and clients and the economic climate that the real interesting stuff emerges, things they might not have thought about themselves for ages, it is the stuff that they really love, the things about their businesses that get them excited and the things they would love to do more of if they could. And that is often where we find our strategy. The unique thing about small businesses is that they are driven by one person with a vision or a passion or a skill and sometimes that can get shoved to one side once the company is up and running. But when you uncover that pearl, all covered up by sand and silt, you find the essence of the business and the light that shows you the path to follow. I had a long meeting recently with a company which hires out crew for exhibitions. We chatted for ages about the business and the services she provides and I scribbled down notes as she talked and I could soon see that the words which kept cropping up again and again were ‘attention to detail’, ‘caring about the staff’, ‘making sure the staff are OK’. When I pointed this out at the end of the meeting, she was quite surprised and hadn’t realised how important it was to her and how it had become a pillar of the business. That extra level of care became the core of our strategy and is at the heart of all the PR and marketing activity that the company now does. It all begins with a cup of tea.

Let me know how you are getting on through the reader comments or via email at lindsay@redyellowblue.biz. Don't forget to visit our website: www.redyellowblue.biz

Lindsay

A BRAND NEW BLOG

2009-11-03T14:16:00.002Z

As if there weren't enough blogs out there already, I am now adding a new one. However, I am hoping that this one will be really useful if you run your own business and want to learn about doing your own PR and marketing successfully. At redyellowblue I work with lots of businesses in many different sectors so in my regular posts I am planning to share my expertise and offer advice and information about how you can have a crack at your company's PR and marketing so that it has a positive impact on your turnover, making your business dazzle and shine. Often it's not about spending loads of money but is about investing time, little and often. I'd love to hear from you, especially if you have found my advice inspirational and more importantly, that it has helped.

Let me know how you are getting on through the reader comments or via email at lindsay@redyellowblue.biz. Don't forget to visit our website: www.redyellowblue.biz

Lindsay

TRIED THAT – IT DIDN’T WORK

2009-11-03T14:00:00.002Z

By the way, one ad in the local paper slipped in on deadline for a bargain price is not PR and marketing!

The meeting I had today reminded me. I was sat across a desk and watched a potential client fold his arms, sit back in his chair and declare that PR and marketing doesn’t work because he put one ad in the Informer and the phone didn’t ring once. The chances of a potential customer picking up the paper and seeing your ad at the exact moment they are looking for your services are slim, and that’s being optimistic. PR is not a magic bullet. It is about building trust and loyalty amongst your customers; it is about what they think about you and what you want them to think about you. And as we all know when it comes to getting people to like you it takes a bit of time, charm and persuasion.

You don’t have to spend loads of money on PR but you do need to commit time as it is much better to do lots of little things regularly then go all guns blazing and showgirls dancing and then do nothing else for six months. One ad in one week won’t make a difference. A series of ads, with support on the website, an associated advertorial, a couple of editorial pieces and sponsorship of the paper’s small business awards over the course of four months will however.

So don’t show me one newspaper ad that didn’t work otherwise I will have to roll the paper up and bash you over the head with it!

Let me know how you are getting on through the reader comments or via email at lindsay@redyellowblue.biz. Don't forget to visit our website: www.redyellowblue.biz

Lindsay