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ShopTalk Award: Best Marketing

Posted On - 03/06/2014 09:42:32

What is the Best Marketing Award?

Marketing: the defining skill of winning businessesWhile providing great service is important and making money essential neither is the purpose of business.

Be under no illusion the reason businesses exist is to create and keep customers. Without them, there is no business to be had. No customers = no business.

Everything starts with the customer. Their journey with you begins the instant you communicate with them. A businesses ability to draw enquiry when it wantsnot when others decide they'll help it through word-of-mouth – is the defining characteristic we see in the most successful.

Whether it's attracting new customers or retaining old, the key essential business skill for an owner is marketing: this Award serves to recognise those best at it.

What kinds of marketing are eligible?

The Award includes any means by which a business has raised awareness of its products, services or brandThis Award is open to all business and includes any means by which the business has raised awareness of its products, services or brand.

This means as well as materials such as leaflets, information sheets, brochures and posters, the scope includes things like training guides, YouTube videos and use of social media. Many other examples are possible.

This Award specifically excludes events, demonstrations, workshops, websites, media coverage and use of PC configurators – these are covered under other Awards:

What makes for great marketing?

Great marketing may look fantastic and be really stylish but the real gauge if it's any good is whether it worksGreat marketing may look fantastic and be really stylish but the real gauge if it's any good is whether it works. The test that matters is whether it creates the outcome you want. So...

Great marketing is marketing that attracts.

Great marketing is marketing that draws enquiry.

Great marketing is marketing that causes actual phone calls, emails, people walking through doors – you know the stuff - real people visiting and asking you questions.

These are the measures that count. Great marketing doesn't have to be pretty, it just has to work. The question is how do you do that?

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