How to market inclusive business support
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How to market inclusive business support

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How to market inclusive business support How to market inclusive business support Presentation Transcript

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