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Maximising Marketing Spend

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A brief presentation from our 2009 client conference titled "Maximising Marketing Spend in a Tight Market". Given by Bridget Cooper in person.

A brief presentation from our 2009 client conference titled "Maximising Marketing Spend in a Tight Market". Given by Bridget Cooper in person.

Published in: Business, News & Politics

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Transcript

  • 1. Maximising Marketing Spend in a Tight Market
  • 2. Challenges
    • How to engage partners and staff in marketing?
    • Fewer business opportunities
    • Greater price sensitive
    • How to balance requests to reduce cost while responding to demands for more marketing?
  • 3. Engaging partners and staff
    • Focus, focus focus!
    • - ideal clients
    • - long term vision
    • - measure and report on all marketing
    • activity
    • - Produce a marketing plan
    • Communicate progress and successes
  • 4. Engaging partners & staff
    • Define responsibilities
      • Partners
      • Junior fee earners
      • Secretaries
      • Receptionists
    • Provide training and support
  • 5. Fewer Business opportunities
    • Client retention & loyalty is key
    • Understand what client expectations are and how they view your performance
    • Concentrate on your core strengths and provide the best possible service
  • 6. Greater price sensitivity
    • Be transparent and give clients certainty on price
    • Offer free advice
    • - Fact sheets
    • - Tips booklets
    • - Seminars
    • - In-house training
  • 7. Cost effective marketing ideas
    • Ditch ineffective use of corporate hospitality events and non-strategic sponsorship
    • Reduce print & postage costs by emailing PDFs and newsletters
    • Hold seminars and workshops in-house
    • Jointly host events, 3 x audience at 1/3 cost
    • Network on and offline where your targets go
    • Online advertising
    • PR
  • 8. Sum up
    • Get partners and staff involved
    • Know your targets
    • Identify longer term objectives
    • Measure what you do
    • Communicate successes

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