Six ways to win with TRADE Marketing

In business we all share a common goal – that’s the challenge of growth. If a business isn’t growing, then it’s almost certainly going backwards. So here are six ways to ignite your business and get on the path to growing more of it.

1. Customer Understanding

   How well do you really know your customers? Not just who they are, but also what they’re like and who else they buy from? It’s as important in B2B as it is in consumer marketing to know as much as you can, so that you can really tailor your offer.

 

2. Emotion

   Traditionally people have thought that business purchase decisions were made entirely on a rational and financial basis, and so marketing communications or advertising didn’t need to get distracted with emotions. But research from Oracle and Google has mapped the higher degree of emotional investment business buyers make, over a simple consumer purchase. It stands to reason that if you’re buying computers for your business, you’re staking both the future of your business as well as your own career and reputation on that decision.

 

3. Purpose and utility

   What does your brand do for people beyond it’s generic sector offering? What’s the bigger purpose that differentiates you from the competition and how is that relevant to your customers or potential customers?

 

4. Growth

   It’s easy to get lured into a strategy that’s focussed solely on loyalty and retention. Whilst these tools can and often should be part of the picture it’s dangerous to base your whole growth plan on retaining existing customers. That’s because most brands get roughly half of their sales from light or infrequent buyers. Byron Sharp and the work from the Ehrenberg-Bass Institute for Marketing Science has extended the knowledge and research massively in this area recently. Against this backdrop the agenda for any brand must be understanding where new customers will come from?

 

5. People buy People

   It goes hand in hand with emotion, but people and personalities are critical in business. Make sure you have the best people, then train them to be better and make sure you keep them.

 

6. Find a great agency that can help you do all of the above

   One like LAW Creative, with a great track record in consumer and business markets, and who really understand and share your need to drive new business growth.

If you think we might be able to help you grow your business, or if you just want to see what ideas we might have get in touch. We’d love to talk to you.

Brett.sammels@lawcreative.co.uk

Keith.sammels@lawcreative.co.uk