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.

Published in: Business, News & Politics
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Maximising Marketing Spend

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

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