How to marketinclusive business support<br />www.greenwellconsulting.co.uk <br />
Introduction<br />Part of a series of training and development modules for people who support, develop and deliver busines...
www.greenwellconsulting.co.uk <br />Agenda<br /><ul><li>  Mind your language
  Outreach - Go to the client
  Target with care
  Brand integrity
  Social media</li></li></ul><li>Language & images<br />Mind your language (& pics)<br />What’s an Entrepreneur?<br />Publ...
Language & images<br />www.greenwellconsulting.co.uk <br />Source: Prowess<br />
Language & images<br />Examples of materials with broad appeal<br />Needs Based<br />Practical [solution orientated]<br />...
Language & images<br />How people describe what they are doing changes <br />as the idea progresses...<br />‘A business’<b...
Language & images<br />Less motivating materials<br />Ageist<br />Not for Me<br />www.greenwellconsulting.co.uk <br />
Targeting <br />Give ‘permission’<br />Target women and some ethnic minority groups<br />But give a choice  eg. a women-on...
Targeting <br />Targeting women...<br />www.greenwellconsulting.co.uk <br />...reaches an untapped market - it grows the b...
Case study 1<br />Targeting <br />Flying start programme – 150 female applicants<br />Flying start for women – 1200 female...
Case study 2<br />Targeting <br />A Community Development Finance Initiative <br />Industry average: female customers = 30...
LABELwith care <br />Targeting <br />Recognise women are NOT a homogenous group – segment and customise<br />Don’t stereot...
Outreach<br />Outreach <br />Relationship marketing starts with outreach<br />Find people in their local or professional c...
Brand integrity <br />Brand integrity  <br />Research on inclusive business support suggests clients want business adviser...
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How to market inclusive business support

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How to market inclusive business support

  1. 1. How to marketinclusive business support<br />www.greenwellconsulting.co.uk <br />
  2. 2. Introduction<br />Part of a series of training and development modules for people who support, develop and deliver business support<br />It will help you to understand, reach and support groups with higher levels of un-tapped entrepreneurial potential, including: <br />those aged over 50 <br />women <br />people with disabilities <br />disadvantaged communities<br />It recognises and presents Enterprise inclusion as an important competitive opportunity<br />www.greenwellconsulting.co.uk <br />
  3. 3. www.greenwellconsulting.co.uk <br />Agenda<br /><ul><li> Mind your language
  4. 4. Outreach - Go to the client
  5. 5. Target with care
  6. 6. Brand integrity
  7. 7. Social media</li></li></ul><li>Language & images<br />Mind your language (& pics)<br />What’s an Entrepreneur?<br />Public perception<br />Male<br />Young<br />Able-bodied<br />Fast growth<br />Wants to get rich<br />www.greenwellconsulting.co.uk <br />
  8. 8. Language & images<br />www.greenwellconsulting.co.uk <br />Source: Prowess<br />
  9. 9. Language & images<br />Examples of materials with broad appeal<br />Needs Based<br />Practical [solution orientated]<br />Down to Earth<br />Inclusive<br />Accessible<br />www.greenwellconsulting.co.uk <br />Source: Enterprise UK<br />
  10. 10. Language & images<br />How people describe what they are doing changes <br />as the idea progresses...<br />‘A business’<br />TRADING<br />‘A venture’<br />‘A project’<br />DEVELOPMENT<br />‘An idea’<br /> To call something a ‘business’ <br />before it is established <br />makes many people feel uncomfortable<br />START<br />www.greenwellconsulting.co.uk <br />Source: Enterprise UK<br />
  11. 11. Language & images<br />Less motivating materials<br />Ageist<br />Not for Me<br />www.greenwellconsulting.co.uk <br />
  12. 12. Targeting <br />Give ‘permission’<br />Target women and some ethnic minority groups<br />But give a choice eg. a women-only option<br />Let 50+ and disabled people know it’s for them. But don’t “ram labels down their throat” add as a secondary issue <br />Use case studies a wide range of people can relate to<br />www.greenwellconsulting.co.uk <br />
  13. 13. Targeting <br />Targeting women...<br />www.greenwellconsulting.co.uk <br />...reaches an untapped market - it grows the business support pie<br />
  14. 14. Case study 1<br />Targeting <br />Flying start programme – 150 female applicants<br />Flying start for women – 1200 female applicants<br />Targeting women resulted in an 800% increase in female enquiries<br />www.greenwellconsulting.co.uk <br />
  15. 15. Case study 2<br />Targeting <br />A Community Development Finance Initiative <br />Industry average: female customers = 30% portfolio<br />Business Finance North West, including their Women in Business Loan fund: female customers = 54% portfolio<br /> Targeting women resulted in 80% more female customers than <br /> the industry average<br />www.greenwellconsulting.co.uk <br />
  16. 16. LABELwith care <br />Targeting <br />Recognise women are NOT a homogenous group – segment and customise<br />Don’t stereotype – most women feel patronised by business services which are over ‘feminised’<br />Have a service relationshipand reap the rewards!<br />Women recommend a good experience 21 times versus just 2.6 times for men<br />70% of women learn about products and brands from other women. <br />www.greenwellconsulting.co.uk <br />
  17. 17. Outreach<br />Outreach <br />Relationship marketing starts with outreach<br />Find people in their local or professional community<br />Identify and use their media: newsletters, magazines, radio, social media<br />Develop relationships with leaders (official and unofficial)<br />Showcase role models<br />Educate referral agencies – again and again<br />www.greenwellconsulting.co.uk <br />
  18. 18. Brand integrity <br />Brand integrity <br />Research on inclusive business support suggests clients want business advisers who are: <br /><ul><li> Competent & professional. √
  19. 19. Focused on supporting their</li></ul> business √<br /><ul><li> Not judgemental or </li></ul> patronising √<br /><ul><li> Enabling in their approach √</li></ul>Is this reflected in every part of your brand? <br />Your brand is a promise of what clients can expect from you<br />To preserve trust it needs to be consistent across: <br />Product <br />Communications<br />Environment / premises<br />Corporate and staff behaviour <br />www.greenwellconsulting.co.uk <br />
  20. 20. Inclusive premises<br />Brand integrity <br />Welcoming reception and staff<br />Clean, comfortable, client-focused and secure<br />Encourage browsing with accessible information and client businesses on display<br />A space that enables collaboration and networking<br />Broader engagement through part-time tenancy options, virtual services and events<br />Close to public transport routes and parking<br />www.greenwellconsulting.co.uk <br />
  21. 21. Social media <br />Social media/ digital divide <br />Don’t assume everyone’s online...<br />70% of people who live in social housing aren’t online <br />75% of everyone not online is not working<br />...but Social media is growing fast and reaching groups formerly excluded<br />80% of Prime 50+ enquiries are online now v 30% 3 years ago<br />Business owners with disabilities often prefer mentoring by skype or email<br />Women over 55 are the fastest growing segment on facebook<br />www.greenwellconsulting.co.uk <br />
  22. 22. More of this?<br />This presentation looks at one of the 10 principles <br />of inclusive business support<br />The principles can be adapted to your needs <br />Training session for organisations or partnerships<br />An online self-assessment tool<br />A set-piece event for your local economic area<br />Capacity building materials <br />Audit tool, to review and improve provision. <br />Contact us to discuss<br />Erika Watson +44 (0) 1603 764292 <br />e.watson@greenwellconsulting.co.uk<br />www.greenwellconsulting.co.uk <br />

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