cq brochure 2015 singles
TRANSCRIPT
for marketing strategy, planning, training and practical support
fixed price marketing and business support for small businesses
our strategic approach tailored to your business needs
Marketing Strategy
Segmentation, Targeting & Positioning
Marketing Planning
Practical Support
Reporting
Training, Coaching & Mentoring
How can we help you?CQ Strategic Marketing provides marketing strategy, planning, coaching and practical support tailored to your individual business. Based in Sheffield, South Yorkshire, we provide ongoing support or one-off projects to SMEs and business support organisations in local, national and international markets. CQ Strategic Marketing helps business owners and managers think differently to develop creative, quality, consistent and proactive marketing activity directly targeted at their customers’ needs. Our CQ cycle shows how we encourage an understanding of the market and strategic business position before planning and implementing any marketing activity. All activity is measured and reported. CQ 4 Small Biz provides expert advice to your directors and owners via fixed price marketing and business support packages, specifically designed for small businesses where budgets are limited.
With over 50 years’ combined experience in business-to-business, manufacturing and services industries, CQ Strategic Marketing has the expertise and creative talent to develop your marketing ideas, and plan and/or conduct your next campaign. Put CQ and the team to work today, and we will guarantee measurable results.
Our approachWe provide dedicated account management for each client to ensure you get our full attention, along with our high standard of
service and expert knowledge.
When we are working for you on a regular basis, your account manager can, where appropriate, work from your site to ensure better understanding of your business, provide a more direct link and create a stronger working relationship. A full marketing and business support team can be made available to you as required.
Our service, whether provided as an ongoing or one-off basis, is entirely tailored to your needs as a customer, and to your marketplace.
Marketing Services
“How would I describe how Jackie works? With vision, accuracy, on budget and on time. When it comes to marketing she knows how to make your money go further and the message reach more. She doesn’t need chasing to get things done, she listens and does much more than the minimum required and keeps you in the loop at every stage. Would I recommend Jackie to others? Absolutely – just don’t tell the competition!! Would I use Jackie’s services in the future? Without any doubt. Jackie and CQ Marketing = Return on Investment”Daniel Lane, Insurance Broker
3
Marketing Strategy
Before you start with your marketing strategy, you need to be clear about your overall business strategy, values and goals.
Strategic Planning
n Concerned with overall, long term organisation objectives
n Provides the long-term framework for the organisation
n Overall orientation needed to match the organisation to its environment
n Goals and strategies are evaluated from an overall perspective
n Relevance of goals and strategies is only evident in the long term
Marketing Planning
n Concerned with day-to-day performance and results
n Represents only one stage in the organisation’s development
n Functional and professional orientations tend to predominate
n Goals are subdivided into specific targets
n Relevance of goals and strategies is immediately evident
Marketing strategy helps you identify what you are selling, who you’re selling to, how you want to sell it, and what communication channels to use to reach your potential customers. It will be affected by outside influences of competitors and fluctuating market forces:
4
“I have worked with Jackie for two years now in her ongoing capacity as Senior Marketing Associate with Clarity Business Strategies Ltd. She has made an excellent contribution to the business in the areas of Marketing Strategy development and delivery. She offers high levels of business-to-business marketing knowledge and expertise, combined with total trustworthiness. I would strongly recommend Jackie to companies with requirements for business-to-business marketing services.”Nick Smillie, Managing Director
5
Segmentation, Targeting and Positioning
This may sound like marketing jargon, but it is about understanding who your customers are, how they make their decisions, who makes the decision to purchase, and how best to answer their needs.
It is important to break up your potential customer base, as this will enable you to give focus to your marketing efforts. You can target particular industry sectors, locations, with messages that are more tailored to their needs, and so improve interest and convert them to want to buy your product or service.
Segmentation is about building a profile of who your customers are, where they are geographically, who the decision makers are, and how often they purchase. Identify thebenefits to your customers of your products
or service as opposed to selling them the latestgadget. Think about what problem are you solving for them.
Targeting: having identified who your customers are, you need to look at the attractiveness of each segment to establish priorities. Some of the factors to consider include market size, whether it is a growing or declining market, profitability, your market share, your competitors’ activity and strength; your route to market (ie. through a distributor or agent, selling direct), your existing order
base and capacity. If you are already busy, can you get resource onboard to cope with increased orders or do you need to train people up in advance?
Positioning: having looked outwards from your company at the marketplace you operate in and your competitors, you now need to look at your product or service offering. Keep in mind what your competitors offer, and what problem you are solving for your customer. If you have established different segments of your overall customer base, they may well have different needs so may require a different marketing message or service offer.
6
“We have worked with a number of marketing agencies in the past, but Jackie has really understood our business as an SME manufacturer in an international marketplace with a limited marketing budget. She has helped us adopt a more strategic approach generating technical campaigns and providing easy to understand reporting.”
Stuart Murphy, Managing Director
7
Marketing Planning
Marketing planning must always be in line with your overall business objectives - taking into account, for example, goals for growth, budget for marketing activity, and production capabilities.
As part of your marketing strategy you will have identified Who you are targeting, How that market looks and the differences in it, and How you will position yourself to those different customers. The next step is to plan your marketing communication activity, identifying the right channels and messages for those channels. These could be exhibitions, online, through social media, trade press etc.
Once you have identified your plan, ensure you have measures in place to monitor your campaign success and complete the feedback loop in amending any future campaigns. CQ can provide training and coaching to your teams for you to prepare your marketing plan or work with you to prepare a plan for your implementation.
Model by Richard Wilson and Colin Gilligan, 2005
8
“Jackie has a dedicated approach to her clients and wants to understand their business fully before embarking upon a project. Her professionalism, accuracy and attention to detail are first class, which, when combined with her superb time management means that each assignment she has undertaken for me has been comprehensively planned. Her excellent network of other professionals is extensive and Jackie is an excellent networker who is constantly trying to help you meet potential clients and suppliers. A first class service from a professional who also has a sense of humour!”
Kevin Parkin, Chairman
“Jackie has worked closely with our senior management and sales teams to develop a series of technical marketing campaigns both for our general engineering market and tailored messages focusing on particular sectors. She ensures we have a consistent and relevant message across all our marketing materials from printed brochures to website and social media, helping us develop regularly updated content.”
David Greenan, Managing Director
Parkin Limited
9
Practical SupportCQ offers a range of practical support to carry out your marketing activity for you or manage a particular project as required. This includes:
n Customer management programme including client service interviews and questionnaires
n Target management programme including identification of markets and priorities, news monitoring, campaign planning and control
n Tender process including documentation preparation support
n Research including customer and competitor markets
n Branding including visual identity standards for all company documents which may include website, brochure, newsletters, presentations, advertising, company stationery including letterheads, business cards, etc
n Advertising and sponsorship
n Corporate Public Relations (PR) strategy and management
n Event organisation including seminars, corporate hospitality, lunches, networking events, charity events
n Digital marketing including LinkedIn profile creation and coaching, Facebook and Twitter page creation and regular updating
n Direct mail/e-newsletters including preparation and distribution
n Database management including bespoke systems, Access, Excel etc
n Internal marketing including intranet, presentations, newsletters
“Jackie has built up a good relationship with the Yorkshire print media, which means she has a high level of understanding of what will help get your press release printed. She managed the whole process for us and kept us informed of when the release was sent out, who to, and followed up by letting us know where it was used.
Andrew Moore, Director
10
Reporting ProcessesAfter your campaign, it is important to ensure you report and evaluate success and use your results to adjust your future campaigns accordingly. We regularly provide clients with statistical analysis and evaluation followed by recommendations in areas such as:
n Client Service Reviews
n Exhibition feedback and follow up
n E-shot campaigns
n PR achieved
n Tender success rates and feedback
n Social media analytics, and
n Website analytics. Reporting will be tailored to suit your needs as an individual client and your marketing campaigns.
Our approach to marketing is to ensure that it is set in the context of the rest of the business and the marketplace in which the business operates. Hence The CQ Cycle, which also makes sure that marketing is accountable and measurable, and where appropriate the feedback from market research or customers then influences strategy and future activity. We can work with your senior management or marketing department to review and put in place marketing processes to ensure you are effectively managing your marketing campaigns, and that these link with the rest of your business. These can include:
n Client Surveys and Review Programmes
n Market information systems - co-ordinating your market research/knowledge, sales effort, marketing campaigns
n Internal marketing programmes
n Introduction of brand guidelines across the organisation.
11
Training, Coaching & Mentoring
MarketingCQ can help with your marketing coaching and training needs, whether it is a programme of coaching or a one-off for directors/partners, or your in-house marketing team. CQ provides a bespoke programme to suit your needs. The sessions will be interactive with a small group of either your senior management team or marketing department. The sessions can be held off site if you prefer to give your team time and space to focus away from the day-to-day demands of your business. The session can be run as a one-off over 2 hours, a half or full day. Alternatively if you and your team require more ongoing support through the introduction of the marketing processes, we can provide a programme of 4 x 1 hour coaching sessions with follow up telephone and email support, and refresher sessions available.
Business StrategyIf you want to get to grips with what’s going on with your business and what you need to do to move it forward to the next stage, then this 2 hour business strategy session with a qualified Business Coach is for you. This session will help you take stock, understand your strengths and weaknesses as a business and build a robust plan for the future.
Please contact Auriel on [email protected] for more details and to arrange your session today.
Some of our topics include:
n Understanding your market
n Marketing communications planning
n Setting your marketing budget
n Branding - integrating your marketing communications
n Setting up your marketing processes
n Creating a marketing database that works for you and your sales team
n Introducing a client service management programme
n How to set up and manage your target programme
n Creating successful e-shot campaigns
n Managing your event professionally
n Analysing your marketing campaigns inc. events, social media, web and e-shots
For more topics or to tailor a programme to suit your business, please contact Jackie on 0114 321 1865 or e-mail: [email protected]
12
Tender WritingFor many businesses, their ability to submit a winning tender, present that winning pitch or apply to be on that framework agreement is key to their business success.
In this training workshop we will visit the 5 key stages of tender process management:
n Plan n Prepare n Proposal Review n Presentation n Post Submission
This 2½ hour session with a Tender Management specialist will guide you through the process to ensure you can compete more successfully and efficiently in a competitivetender situation.
Please contact Beverley on [email protected] for more details and to arrange your session today.
Executive CoachingExecutive coaching is one of the most powerful ways of developing people and adding to bottom line business performance. Each two hour session with a highly experienced, qualified Business Coach provides a confidential space for CEOs and senior executives to think about how to improve current performance, learn how to help others improve their performance, and connect more strongly to whatever makes you feel successful and motivated.
Prices typically start from £1200 for package of 4 two-hour one-to-one sessions. Group Coaching for top teams or Boards can be also be provided by arrangement.
Please contact Auriel on [email protected] for more details and to arrange your session today.
13
Social MediaWant to start using social media but don’t know how or where to start? Our general social media training will help get you understand the basics and get your profiles established.
We can help you build your corporate social media presence across LinkedIn, Facebook, Twitter, Google+ and HootSuite to help you manage these accounts. You login as yourself and work on your accounts throughout the sessions. We offer a comprehensive 4 hour course to take you through setting up your profiles, or tailored courses to suit your specific needs.
What we cover:
n Maintaining a consistent brand
n Setting up LinkedIn, Facebook, Twitter and Google+ accounts
n Using HootSuite to manage and schedule your social media accounts
n Who to follow / like
n What content to communicate
n Driving traffic to your social media
n Legal implications - make sure you’re covered
Call us now to discuss your requirements for an individual or bespoke company session.
Networking for Business AdvantageNetworking is a powerful tool in raising awareness, generating leads and growing your business, yet many people struggle with it.
This two hour interactive workshop, tailored around the needs of your business, will take you through the fundamentals of networking (the What and the Why) and then look in detail at the How of effective networking. Packed full of practical tips, this relaxed and fun workshop will leave even the most nervous networker feeling confident and upbeat.
Please contact Auriel on [email protected] for more details and to arrange your session today.
14
LinkedInLinkedin is the business social networking site. It now has more than 200 million usersworldwide, spanning over 200 countries and territories, and more than 2 million companies have LinkedIn company pages.
It can be used to find jobs, people and business opportunities, employers can list jobs and search for potential candidates, job seekers can review their potential employers and gain introductions.
With such a wealth of opportunity on offer, our specific LinkedIn interactive training will help help you make the most of this vast network of possibilities and give you the time to actually build and develop your Linkedin profile and presence on the day.
We provide attendees with a comprehensive handout meaning they don’t need to sit scribbling furiously to make those notes that they can never read afterwards.
We offer bespoke in-house company training which is tailored to suit your orgnaisation and the teams you wish to train:
n HR - jobs, recruitment, references, etc
n Sales - introductions, lead generation, which groups for you
n Marketing - company profile and presence, staff profiles.
One-to-one sessions are available at your offices or at an external venue.
Our full course of material takes a 4½ hour session but we have also split this into twoshorter 2 hour sessions so you can select the most relevant for your needs.
We recommend limiting numbers at each session to a minimum of 5 and a maximum of 10 to ensure that you get the most from the experience.
At the start of each session, each individual will be given a copy of your Linkedin profilewith our suggestions for improvements.
If you have any particular questions or issues that you would like us to cover, then pleaselet us know and we will ensure these are covered on the day.
“I really enjoyed the Linked In training that I
undertook with Jackie recently. She had a real
knowledge of what the software could do - it
has much more capability than I had realised,
particularly with regard to searches, etc. I would
recommend this course as good value for the
potential it could bring. I would also recommend
meeting Jackie for one of her free half day
seminars to see what expertise she can bring to
the marketing within your organisation.”
Lisa Pogson, Director, Airmaster Air Conditioning Ltd15
Presentation Skills
This half or full day course can be tailored to your organisation’s needs.
The course covers:
n How to structure a presentation/talk (and how to shorten it at the last minute should your time slot be reduced). Most people start at the beginning and work to the end when writing their presentation - but this is not the most efficient or effective way to ensure a dynamic and WOW presentation
n How to handle the dreaded Q&A Session and those clever audience members!
n Many tips and techniques to help conquer nerves and ensure you get maximum engagement from your audience
n It also reminds people to consider why they are presenting, so that they approach the task appropriately.
Please contact Claire on [email protected] for more details and to arrange your session today.
PRThis session will show you how to get no-cost media coverage and use reporters’ needs and experts to enhance your reputation.
We will cover the basics of press releases that will get printed and how to link your PR into social media and marketing campaigns.
2½ hour session.
Please contact Kate [email protected] for more details and to arrange your session today.
16
MentoringMentor Match with CIM aims to help our members with their career growth and development, by strategically matching those who are looking for additional knowledge or advice with suitable mentors.
However, it’s much more than that. It’s a learning and development toolkit built upon the twin foundations of mentoring and e-learning, which offers a wide range of support materials. All are accessible from your smartphone, tablet, laptop or desktop computer – irrespective of the manufacturer and/or operating system.
These materials include:
n The Mentor Match Me Guide to Mentoring
n The Journey
n Learning Diary
n Learning Resources
To register for the CIM scheme please following the link:http://cim.mentormatch.me/
If you would prefer, please contact our Managing Director, Jackie Cook [email protected] for any advice on a career in marketing.
17
STEM(Science, Technology, Engineering and Mathematics) STEM Ambassadors use their enthusiasm and commitment to encourage young people to enjoy STEM subjects. They open the doors to a world of opportunities and possibilities which come from pursuing STEM subjects and careers. STEM Ambassadors not only inspire young people, they also support teachers in the classroom by explaining current applications of STEM in industry or research. STEM Ambassadors contribute to their local community and at the same time boost their own professional skills, experience and confidence. STEM Ambassadors cross all ages and backgrounds, representing thousands of different employers across the UK.
What do STEM Ambassadors do?
STEM Ambassadors get involved in a huge range of activities, which can all have an impact on young people’s learning and enjoyment of STEM, including:
n giving careers talks or helping at careers fairs
n providing technical advice or practical support to STEM projects in the classroom
n supporting projects in after-school STEM Clubs
n judging school STEM competitions n speed networking with pupils, parents and
teachers n devising or delivering practical STEM
experiments or demonstrations n helping students with mock job interviews
STEMNET’s regional and local network keeps STEM Ambassadors up to date with the wide range of opportunities and requests that we receive from teachers and schools. You can choose to volunteer for any of the activities in the regular emails and updates, or you can come up with your own ideas.
How does CQ get involved in STEM? Our Managing Director, Jackie Cook is a registered STEM Ambassador and has been actively involved for a number of years working with manufacturing and engineering clients supporting their STEM activities to attract future talent into industry. Some of the work she gets involved with includes:
n Providing marketing strategy and digital marketing support and training to The work-wise Foundation
n Supporting the annual Get up to Speed event with social media activity
n Providing work experience opportunities through The work-wise Foundation summer camp initiative
n Ensuring PR coverage for STEM activity of clients including sponsorship of STEM clubs, work experience opportunities, supporting the Made in Sheffield/work-wise Innovation Challenge and many more.
Science, Technology, Engineeringand Mathematics Network
18
“Jackie came recommended to us and has worked closely with us for a number of years now to understand the technical nature our business and the benefits we provide our customers. She has helped us raise our profile in our local marketplace, achieving success at a number of local and regional business awards.
She was instrumental in assisting with our application for Business of the Year in 2014 with Lincolnshire Chamber of Commerce which were delighted to have won. We will continue to use Jackie for the foreseeable future - excellent value for money as well as a first class service.”
Joe Verde, CEO, PSP-IT
19
IT Support & Software Development
Professional ServicesCharities & Associations
Sectors
CelebratingInspiringSupportingin Business
bh beverley hulme associatesbParkin Limited
We work across a range of B2B markets working with your technical experts to pull out the key aspects and benefits of your product or service. We communicate these using the latest marketing techniques direct to your target market. We frequently find that our clients are highly qualified technical engineers, accountants, developers and specialists who
are extremely good at what they do but need help in intepreting this for their customer base in a way that is easy to understand. They frequently know what the key messages should be but need assistance with how to get this message across and using up-to-date digital marketing techniques in a cost effective way.
20
Engineering & Manufacturing
BASKERVILLE
LBBC BASKER VILLE
21
About CQCQ Marketing Services was initially started on a part time basis in 2008 by Jackie Cook and became a full time business in May 2012. CQ Marketing Services became CQ Strategic Marketing Ltd in January 2014 to better reflect the strategic approach taken to the marketing needs of our customers, whilst as part of the next step of the business also becoming a limited company. Based in Killamarsh on the border of Sheffield, Rotherham and North East Derbyshire, CQ is ideally posititioned to serve the South Yorkshire Business Community. We have over 50 years combined experience in marketing across a range of industries including:
n engineering and manufacturing;
n IT and software development;
n professional services; and
n charities and associations.
Our Values n To bring creativity to our marketing
solutions in our design and approach
n To provide quality service and advice
n To provide a proactive personal service
n To make our customers’ needs a priority
n To continuously improve personally and as a business in our marketing and business knowledge
n To share our experience and knowledge within our team and provide a expert resource to the business community
n To adopt a professional approach, being trusted and respected advisors
n To provide added value through challenging your existing perceptions and processes
n To work in partnership with our team, clients and suppliers
Members of:
CelebratingInspiringSupportingin Business
22
ourstrategicmarketingapproach
tailoredto your
businessneeds
Find us with satnav: S21 1TZFor detailed directions, please see our website
www.cqstrategicmarketing.com/contact-cq
CQ Strategic Marketing Ltd and CQ4SmallBizUnit G14Westthorpe Business Innovation Centre Westthorpe Fields RoadKillamarsh Sheffield S21 1TZ
Tel: 0114 321 1865
www.cqstrategicmarketing.comww.cq4smallbiz.com