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Consultancy Recommendation for Engage Better
- 2. CONTENTS Situational Analysis for Engage Better 1. Company Analysis 1.1 SWOT 1.2 STP 2. Consumer Analysis 2.1 Consumer Buying Behavior Analysis 2.2 Primary Research Findings 2.3 Social Media Trends 3. Competitor Analysis 3.1 Facebook 3.2 Website 3.3 Linkedin 3.4 Twitter 4. Collaborator Analysis 5. Context Analysis: PEST Recommendations 6. Digital Marketing Strategy 7. Additional Marketing Methods
- 4. SWOT STRENGTHS •Relatively low overhead cost •Uniqueness of the product •Expertise, highly trained team •High customer satisfaction reviews •PR, network of team WEAKNESSES · Further market research needs to be conducted · Strategic planning for the evolved customer needs to be reevaluated · Absence of competitor analysis · Low to no online presence · Inconsistent brand messaging · Lack of flexibility market change OPPORTUNITIES • Trends towards investment in employees • Increase market cheese through digital strategy • Retain/gain customers through realignment of service structure • Short/long term strategic targets • Expansion by evolving STP model while targeting new segments THREATS Economic recessions · Uncertainties of Brexit · Direct/Indirection competition · Highly saturated market · Changes in customer needs/trends · Lack of ‘matching’ factors between the perceived needs of the consumers and the brands’ offerings
- 5. Segmentation: United Kingdom Large companies 1% of total number of companies Target: CEO’s and top management Positioning: High quality service offered at high price Segmentation – Targeting - Positioning Maximising the Marketing Impact
- 7. Need Recognition A.I.D.A. Consumer Buying Decision Model Attention Interest Desire Action Information Search Evaluation of Alternatives Purchase Decision Post- Purchase Behavior Consumer Buying Journey Moment of Purchase Purchase experience Brand loyalty Brand loyalty 2.1 Consumer Buying Behavior Analysis Initial consideration Active Evaluation Buyer Decision Process
- 8. How Do Consumers Search for Information? ONLINE http://www.awglin.com/index.php?m=content&c=index&a=lists&catid=103 Search for business information online via search engines Use social media to gain insight on company and read reviews Product/business forums OFFLINE Direct reference groups Indirect reference groups Opinion leaders Lifestyle groups
- 9. Consumer Buying Funnel Company Sales Funnel Increase conversation
- 10. Social media/website/blog purpose in the buyer’s journey
- 11. 2.2 Key findings from Past-Customer Primary Research Testimonials CEO Low Contact Need Web Presence “Bottom-up Approach” Video Content Higher satisfaction
- 12. 2.3 Social Media Usage
- 14. Direct Competitors Scotland • Kissing with Confidence • Pink Elephant • Mel Sherwood • Maryann Johnston • Bridgett McCann United Kingdom • RADA in Business • Second Nature • Board based training providers • – Ark Group, TFPL • Ginger Public Speaking
- 18. 3.2 Websites Ginger Public Speaking
- 20. 3.3 Linkedin Presence CEO of Competitor, Kissing with Confidence
- 21. Mel Sherwood, owner and operator of sole trader competitor
- 22. 3.4 Twitter Presence Sarah Lloyd-Hughes, owner of sole trader competition
- 29. Facebook Account created for Engage https://www.facebook.com/engagebetterUK/
- 30. LinkedIn Account created for Engage https://www.linkedin.com/company-beta/22309187/
- 31. Twitter Account created for Engage https://twitter.com/BetterEngage
- 32. Brand logo created for Engage
- 33. Digital Strategy -- Phase 1 - Create a landing page on the Engage website with an opt in form to receive content from Engage: Goal(s) - Increase mailing list for Engage, generate leads - LinkedIn ‘Text Ads’ campaign targeting high level individuals around the UK Time Frame - 6 months KPIs - Opt in rates; conversion rates (leads created stemming from LinkedIn posts)
- 34. Goal(s) - Check current mailing list health, attract past contacts back to Engage offering a unique piece of content Time Frame - 3 months; content generation and targeted email campaign every 3 weeks KPIs - bounce rates (how many people open the email); Opt in rate (lead generation) Digital Strategy -- Phase 2 - Email campaign offering a unique, value add piece of content to all Engage contacts:
- 35. Digital Strategy -- Phase 3 - Create Engage blog on the company website and promote blog posts through social media platform, LinkedIn. Build social media community on LinkedIn through quality content Goal(s) - Optimise the Engage’s website by creating quality content that will also attract new visitors to the website and move existing leads into customers Time Frame - 6 months; blog posts every 2 weeks consistently; promoted by posting new blog posts on LinkedIn KPIs - Opt in rate; Lead generation; LinkedIn followers
- 36. Reasoning behind Digital Strategy • Business Network • Benchmarking competition’s online presence • Limited Resources • Current strategy needs to evolve • AIDA Customer Buying Journey • Inconsistent Brand Messaging • Primary Research • PEST & Market Analysis
- 37. Further Recommendations • Record introduction video • Record life coaching sessions • Create relevant brief ‘how to’ videos/posts • Participate in business conferences • Organize promotional coaching presentations • Create business partnerships • Clients provide company’s reviews • Invest into building the Engage brand • Follow the AIDA marketing model
- 38. Thank You
Editor's Notes
- Good day, this presentation is for the Master of Business Administration, Consultancy project for the University of Glasgow course. Our client is Engage Better, a consulting firm that improves business efficiency and performance by coaching key staff in techniques developed from the worlds of opera and theater. Our group was tasked with first discovering if our client would implement a digital marketing strategy, then created a strategy given the company’s time and resources.
- We covered this project by curating a two part plan, broken into subsections consisting of a situational analysis and followed by a recommendations section. First we will explain the company analysis followed by discussing the consumer analysis. Then, we will present the competitor, collaborator and Context Analysis. Lastly, will be presenting the recommended Digital Strategy that could be added to Engage’s current marketing mix to enhance their exposure and future recommendations, using both digital and traditional marketing strategies.
- This company analysis will cover the SWOT and Segmentation, Target, and Positioning of Engage Better.
- SWOT, framework was applied in order to conduct situational analysis. The strengths of the company lay in the uniqueness of the company’s product, expertise of its staff, as well as high customer satisfaction. One of the main weaknesses include, a low online presence which is currently impacting the company’s current growth. Current interest in the employee coaching represents opportunities for the growth of ‘Engage Better’. Threats include changes in customer needs and trends.
- The following represents the segmentation, targeting, and positioning of Engage Better. Engage Better is targeting large companies with greater budgets allocated for employee training and development. The target audience represent companies’ CEOs and top management. Engage Better positions its service as a high quality offer for a premium price.
- This section of the presentation will be covering buying behaviour, curated sales funnels, and online presence’s role in these facets of sales generating.
- The consumer buying journey shows how the consumer behaves during the buying process. The time before buying products, how they prefer to consider an initial set of brands, and then how the consumer evaluates those brands. At the end they will choose one brand to purchase . In terms of the buyer decision making process, after they have a purchase need, they will search information about the products or services they need . The next step is to evaluate alternatives . A.I.D.A. model also shows that consumers need to know that the product or service exists. Which is considered 'attention’ , eventually by continuing to please the customer through quality marketing, they will become interested in the product. This will then generate desire eventually leading to the consumer buying the product or service. Lastly, the customer needs time to know and understand you, trust you ,and then they will buy the product or service. To sum up, the first step to starting this cycle is attracting more targeted consumers and first letting them know you exist, followed by why you are the best option.
- In the age of the Internet and information, people heavily use search engines, like Google, to search business information online. They also use social media to understand how others view the company and other types of feedback. Additionally, they share that information with their friends. Friends on social media can be direct/ indirect reference groups, and even opinion leaders and influencers which can reach millions of people in a single post and have already gained the trust of their followers. This is an important aspect of online presence to consider when marketing any product or service.
- The consumer buying funnel shows the whole A.I.D.A. buying decision making process. A company can lose consumers in each step. For example, there are 10 potential customers, but there might only 5 people who are interested in you, and just one person might take action to buy. The goal of the funnel is to gather and convert as many as possible. Thus, what the company can do is increase the conversion rate in each step. To be specific, In the attention stage, the firm needs to generate more potential customers and build relationships; During the interest stage, the firm needs to engage them to maintain the relationship; In the Desire stage, the firms needs to convince consumers they are the firm to deliver the product or service. The final stage, is the action to purchase by convincing existing leads to buy.
- This infographic demonstrates how a digital presence can implement the A.I.D.A. model into a proven strategy that will generate more visitors, leads, and eventually customers. Each A.I.D.A. stage is represented by a different piece of the strategy but all work together in order to pull the customer through the ’funnel’ ultimately leading to a sale.
- We conducted primary research with Engage’s past clients to find out how they found Engage initially, and items that they used to find similar services. We found out the following: Most sales come from testimonials, referrals, and word-of-mouth. Social media is being used to contact high level clients directly is to be avoided but used in getting their attention. Low tolerance to lack of web presence, can lead to loss of sales. “Bottom up approach” could be utilised which mean mid-level managers request service from higher ups. Cold calling or leveraging personal network to gain business is not sustainable or scalable. Digital presence should be used to attract new customers as it showcases value of the company. Engage ranked much higher in customer satisfaction when compared to competitors. Video content would effectively show the value of the uniqueness of Engage.
- During secondary research, we found that high level executives, chief executive officers and chief operating officers, for example, were part of a social media research study that found, 81 percent of chief executive officers and similar level employees used LinkedIn, and 80 percent used Facebook, for professional use.
- The competitor analysis includes the digital presence of competitors, on Facebook, company Websites, LinkedIn, and Twitter, in order to identify the key factors of their strategic approaches.
- Upon conducting market research, the list of direct competitors were identified. In Scotland there is: Kissing with Confidence. Pink Elephant. Mel Sherwood. Maryann Johnston. Bridgett McCann. With the rest of the United Kingdom, with most in London include: R.A.D.A. in Business. Second Nature. Ark Group. T.F.P.L. And Ginger Public Speaking.
- For the benchmarking purposes, the holistic measure of the company’s online presence as well as its competitors’ were researched and can be seen here. The data shows the weakest online presence with Engage Better. The data collected was done so using HubSpot’s Marketing Grader, and is a scale from 0 to 100.
- Kissing with Confidence Kissing with Confidence’s key strengths include the branded content, brand logo and colour; visual materials, demonstrating the company’s training approaches, as well as videos showcasing the brands approaches to coaching.
- Pink Elephant Communications Pink Elephant also emphasizes its unique brand image; implements customer relationship marketing by sharing positive customer feedback and word-of-mouth. The company also attracts an audience by sharing famous quotations, which leads to followers sharing the post and spreading brand awareness, as well as images of real training sessions.
- Valentina Ginger Public Speaking Moving on to the Websites, Ginger Public Speaking attracts an audience by deploying a modern and ‘fun’ design, emphasizes the brand, presents detailed and visual course introductions, as well as uses a professional blog to enhance the engagement.
- Here we can see, Pink Elephant presents a clear brand image on its website as well. The personal connection is created by introducing team members; the course programme is supported with real videos and a blog as well.
- CEO of Kissing with Confidence Moving on to Linked in, Kissing with Confidence C.E.O., displays his professional experience, skills, and educational background as well as demonstrates reference letters and referrals.
- Mel Sherwood individual competitor Mel Sherwood displays real videos to demonstrate her professional experiences, as well as enhances her brands’ reputation by sharing reference letters from clients and colleagues.
- Ginger Public Speaking Moving on to Twitter, Ginger Public Speaking, supports the same strategy implemented on its Face Book, as shown on the slide.
- Pink Elephant Communications uses real people in its pictures and videos, and showing an engaged audience. This shows the training in a 'fun' and interactive manner. The company also engages followers by posting new tips on successful public speaking and other relevant subjects.
- Based on our findings from interviews with the past clients of Engage. We identified two potential partners that Engage Better can work with, in order to reach more customers.
- Scottish Enterprise: which is the main economic development agency, that work closely with Scottish companies. They provide assistance and advice on the company’s future strategy. We found that Scottish Enterprise is very well connected and trusted by organisations in Scotland, and that some of them ask for recommendations before using a service provider, such as Engage Better. Tack International: is a company which offer training and coaching in more than sixty countries. they have a wider presence and useful connections. Engage Better’s unique service can be a part of the service they offer to their customers. From the interviews, we found out that some CEO’s refer to them when wanting to use a coaching or training service.
- Using the 5 C’s marketing analysis, its very important to understand the Macro Environmental factors, that can affect Engage Better.
- For the political aspect: Engage Better targets customers are large companies in United Kingdom. As a result of Brexit, some large companies may be relocating their office to other European countries. This may affect Engage better negatively. On the Economical side, possible consequences of Brexit are that some corporations may reduce their overall budget, which could effect the funds used for employee training and development, like Engage Better’s service. Social includes the area where employers may choose to invest in employees, by providing services like Engage Betters. As trends show employees are willing to change organisations more frequently than past trends. The essential success of Engage Better is its ability to network effectively. However, trends show that technology is the key solution to reach a broader audience. Unlike its competitors, Engage has poor online presence, which should be considered a weakness.
- Based on our overall analysis, The following are recommendations for Engage Better.
- The Engage Facebook business page was created, so the client could see how the site would look and was also given instructions on how to operate the digital platform.
- We created the official company’s Linked In page, as Linked In is the main professional platform that Engage will be using to reach directly to its target customers : top management. we also gave an instruction handbook on how to operate the platform to the client.
- As part of Engage better’s digital presence, a Twitter page was created and as well as a "how to" handbook for the client.
- Engage Better did not have a brand logo, so this logo was created as to better identify the brand, in the process of cultivating brand image and reputation. Next, we will present the recommended Digital Marketing strategy, that Engage Better could implement in order to improve their online presence and generate leads for the organisation.
- This digitial strategy was curated and tailored to fit the needs and resources of Engage Better, while complimenting the company’s current marketing mix. These is phase 1 of the strategy. Create a landing page on the Engage website with an opt in form to receive content from Engage: Goals. Increase mailing list for Engage and generate leads. Currently, if anyone visits the Engage website they only have one option, contact Engage. A customer in the attraction stage has no other option than to do nothing. If the website doesn’t convince them to give Engage a call then the customer is lost. An opt in on the company website will allow visitors to receive bits of content, from Engage, which can guide them through to the next stage of the buyer's journey. This will Generate leads for Engage. Next step is to run a campaign of: Linked In ‘Text Ads’ targeting high level individuals around the United kingdom. This promotes the Engage website and attracts more leads. Allows Engage to target specific demographics that may be interested in the service. Target the professional audience that are desired. Easily create custom advertisments aimed at target demographics. Set specific budget without contracts or long-term commitments. Pay for only the ads that work . Track the number of leads from advertisments on LinkedIn with conversion tracking. Time Frame. Campaign will run for 6 months utilising one employee. Key Performance Indicators Opt in rates; conversion rates, leads created stemming from LinkedIn posts.
- This is the plan for the second phase of the strategy: An Email campaign offering a unique, value add, piece of content to all Engage contacts: Examples: speakers guide, PPT templates for pitches, employee motivation manual, refresher course for past clients (all targeting high profile players). Goals. Check current mailing list health, and attract past contacts back to Engage offering a unique piece of content We can see who opens, doesn’t open, or have the incorrect email for contact. Reason behind this tactic is that we don’t know who might be interested in Engage’s unique content, and could generate leads from current pool of contacts. This just a starting point to begin the ‘attraction’ stage. And nurture’s current clients and possibly attract new leads. Time Frame. 3 months; content generation and targeted email campaign should be produced, every 3 weeks. Key Performance Indicators include. bounce rates which are how many people open the email; and Opt in rate which is lead generation.
- This is the final phase of the strategy for Engage Better. Goals. Optimize the Engage website by creating quality content, that will also attract new visitors to the website, and move existing leads into customers. Keyword research will allow Engage to target highly used search engine terms, that are in line with Engage’s mission, and will tailor blog posts to match those keywords. · Using customer personas to identify specific keywords, based on the type of individual and the search terms they may use. · When searching specific terms, over time, Engage’s website will show in top searches of top search engines. Time Frame. - 6 months; with blog posts every 2 weeks consistently; promoted by posting new blog posts on LinkedIn. Key Performance Indicators include: - Opt in rate; Lead generation; and Linked In followers.
- To sum up, we have combined the following aspects of our project to justify the strategy chosen for Engage Better. Engage’s networking pool is no longer viable in growing the business, so the company needs another method of expanding it’s network. Competitors have strong online presence. Engage has limited resources to implement a digital strategy, which is why we decided on small campaigns, that Engage could implement one at a time with a single person running them. Cold calling high level clients is a high resource drain with low to no reward in some cases. A Digital strategy allows Engage to guide potential clients through the AIDA Customer Buying Journey. Inconsistent Brand Messaging as the company changes their message depending on the audience. Primary Research conducted with past clients, reveled that digital presence played a factor in the decision making factor, as even though many clients were recommended to Engage, the client still researched the customer themselves before contacting Engage. Interestingly, one of Engage’s current clients almost decided to go with another firm, as Engage did not have any information online. Based on PEST and market analysis, we found that the target market consisted of 0.5 per cent of businesses in the UK. This combined with a personal network that is no longer viable, leads to the recommendation of adding a digital inbound marketing strategy to add to the existing marketing mix.
- In conclusion, we had created additional recommendations that could be utilised by Engage to expand their marketing mix both online and offline. 1. Record introduction video and share it on social media. 2. Record live coaching sessions and share the chosen parts on social media. 3. Create relevant ‘how to’ videos or posts to attract followers. 4. Participate in business conferences, as this will assist in expanding the existing network of Engage. 5. Organize promotional coaching presentations, and promote through Engage Social Media accounts. 6. Create business partnerships, for example, join the Chamber of Commerce of Glasgow and Edinburgh, Scottish Enterprise, and Scottish Women in Business Club. 7. Clients provide company reviews on social media as well as share posts of reviews. 8. Invest into building a brand ( use a logo to create a branded gifts, create brochures, add a logo to the business card) 9. Follow the A.I.D.A. marketing model: send marketing message and raise ‘Attention’; gain consumers’ ‘Interest’ by staying focused on their needs; create ‘Desire’ of service by helping customers understand how it can help them in real life; show what ‘Action’ you want your target audience to take in this case, to purchase.