Making a difference

How does a company reach its target audience and engage with them when there are so many different ways to apportion marketing spend.

Perhaps it is best to first consider what the purpose of your marketing activity is?

Normally, it is a combination of building brand awareness and creating new business opportunities/revenues.

We market across a number of mediums, but felt that we wanted an additional resource that would enable us to build long-term relationships with introducers by staying in touch with them regularly.

Strong relationships are key to any company’s success and the ability to communicate consistently with product updates etc means that we know that our audience are always aware of how we are developing and, therefore, which opportunities to introduce.

All of this is great, of course, but you have to treat people with respect and not constantly bombard them with calls and emails as none of us like being treated without any thought as to the relevance of the contact and its frequency.

Since we opened our marketing unit, we have strived to ensure we get the balance right and this has paid dividends with new relationships being developed that we would never have had via more traditional methods.

People are key, of course, so we have taken great care in recruiting members of the team that share our passion for delivering a great service and who understand that we are all judged by the way we engage with others.

There are no shortcuts when building a business that wants to be around for a long time and to be respected for the standards it works to.

Our marketing team has quickly established itself at the heart of our business and is set to grow again over the coming months.

We hope to publish some profiles of the team shortly, but you may already have had the pleasure of talking to one of them. If so, we hope you enjoyed the experience.

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