How to market inclusive business support

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

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

Language & images
Source: Prowess

Language & images
Examples of materials with broad appeal
Needs Based
Practical [solution orientated]
Down to Earth
Inclusive
Accessible
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
Source: Enterprise UK

Language & images
Less motivating materials
Ageist
Not for Me

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

Targeting
Targeting women...
...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

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

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.

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

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

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

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

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

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How to market inclusive business support

by Erika Watson, Greenwell Future on Oct 18, 2010

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