After spending 5 weeks at Ketchup HQ, I have had the best experiences and learnt so much about the world of Marketing and working with local businesses. Here are some of the key messages from my time at Ketchup:
Knowledge is Power
It is vital that business owners understand who their target market is and how these clients engage with their business. Who is your ‘typical’ or most profitable customer? What kind of lifestyle do they lead? What brands do they buy? The answers to these kinds of questions will inform the style and tone of the Marketing materials produced for this group and will help make sure your Marketing is appropriate for these people. Those of you who know Michelle might have seen the Janet and John presentation…
Online – along the right lines?
While no-one can deny the importance of a professional website, not all aspects of online marketing are appropriate for every business. Business owners tend to view social media as an efficient way to boost their business profile, but certain industries are unlikely to increase their profits by 20% simply by tweeting about their work. For instance, cranes, labels, mezzanine floors and glue are not the sorts of posts likely to receive a record number of likes. Babies, food and pets, however, are. Equally, if you are going to have a Facebook or Twitter account, make sure it remains relevant and up-to-date, as it looks unprofessional if you started in earnest, but have made no effort to continue posting.
Branding: Three time’s a charm
Three really is the magic number in Marketing, with people needing to see a brand three times before remembering it. With this in mind, businesses need to ensure their Marketing message reaches their target audience enough times. There are many different ways of doing this, from offline A-boards to websites and online Facebook advertising. Likewise, being creative is a great way to be memorable, such as using different shapes for your Marketing material. However, businesses must ensure they have the money to execute a campaign effectively, and should have the 3 touch points goal in mind when budgeting.
For more insights into what I have gained from working at Ketchup, look out for my next blog.