Q.
My company runs a line of energy drinks for sports people and gym goers. We sell online, by mail order and in selected outlets, and have done well in our first four years. I have promoted the business through PR and targeted advertising to date. However, I plan to up the ante over the next year using a £350,000 marketing budget. Can you advise me on our campaign and how we should prepare the business to react to an upsurge in demand? Also, how do we gauge which parts of the new campaign are working?
Q.
I am about to launch a new service that I believe could save my customers a lot of money. However, the market where I see the biggest uptake is the public sector, which is new to me. Can you offer me tips and advice on how to take a new product into this market?
Q.
My accountancy firm is looking to stand out from the crowd. I’m in a market where there are a lot of well-established companies. However, I feel our USP is that we offer a fresh approach, respond quickly to clients’ needs and offer closer interaction. How can I convey these points to the market through my branding?
Q.
I’ve recently parted company with my PR advisors after a distinct lack of coverage. How do I ensure I get the right business on board to generate the publicity my business needs?
Q.
I’m spending a lot of money on online marketing for my business in the form of pay-per-click, but I would like to see the site on page one in the main listings. How can I improve my organic ranking, and are there any other e-marketing activities I should be looking at?
Q.
I run a Coventry-based print company and 12 months ago spent a considerable amount on developing a website to attract business from outside of the Midlands. It gives a good professional impression of us as a company but the conversion of browsers to buyers is very poor despite us spending a lot on keyword advertising. How can we better manage our search engine optimisation and make people buy once they’re on our website?
Q.
I started a home furnishing products company four years ago, which grew without signifi cant marketing to a £6m turnover. We invested £300,000 last year on a spread of what we thought was ‘common sense marketing’, but have seen very little return on investment. How do I ensure 2006’s spend is used more wisely?
Q.
I run a four-site cycling retail company, but increasingly we’re selling more via our website. Consequently, I’m paying a lot more attention to this side of the business and am concerned we’re not getting great ROI from our online marketing spend. Everyone is telling me keywords are the way ahead – what are the advantages of keywords over alternative marketing options and can I do this myself or should I use an agency?
Q.
I run a four-site cycling retail company, but increasingly we’re selling more via our website. Consequently, I’m paying a lot more attention to this side of the business and am concerned we’re not getting great ROI from our online marketing spend. Everyone is telling me keywords are the way ahead – what are the advantages of keywords over alternative marketing options and can I do this myself or should I use an agency?
Q.
My company provides luxury city breaks in top European locations. Most of our business comes from word of mouth or through the web and we’ve got high return rates. However, we’ve spent a lot on advertising in the press without great return on investment. My marketing manager suggests we cut back on advertising and concentrate on building a number of affiliate partnerships where we offer a commission for passing on business to us. She says our brand will also be strengthened by association. I’m not against the idea, but am concerned it’ll take a lot of time for the reward it’ll bring. Can affiliate deals really grow my customer base?
Q.
I run an expanding organic food company and we are trying to raise our profile through a variety of marketing campaigns. One agency has pitched to us with a number of exciting experiential ideas where they’d get consumers to interact with our products at stations and on high streets. I like the sound of this, but others have warned it’s a difficult approach to measure and advise we stick to more traditional mediums. Who is right and how can you ensure experiential marketing pays?
Q.
My business sells novelty hampers. We currently attract customers through word of mouth and visits to our website mainly coming from links I have on other sites. I would like to increase web sales and geographical reach. Several people have suggested search engine marketing. What does this mean and how do I set it up?
Q.
I run a small consumer electronics retailer and a rental/maintenance business. I have 10 stores located in nearby towns on semiprime high street locations but I’m being forced to compete against not only larger players (Dixons, Currys, Comet, etc) but also supermarkets which are increasingly selling nongrocery products. Additionally, I’m also finding that many customers are now using the internet to check prices of specific models, and this is limiting my ability to premium-price specific models and parts. I can’t compete on price, product range or location, so how can I maximise my competitive advantage?
Q.
We’ve always promoted the online side of our retail company with a mixture of search engine optimisation and pay-per-click keyword advertising as it’s crucial people can find us when searching. I’ve got no idea if one works better than the other and so-called experts just talk up the services they sell. Is a mixture best or is it wiser to focus on one approach?
Q.
I’d like to start advertising on TV but am worried the costs will get out of control. Is it possible to make it work on a budget?
Q.
I’m interested in videoconferencing and would like to be able to communicate to a number of clients at the same time. Is this possible without investing thousands in technology?
Q.
I need my company website redesigned and have so far received quotes ranging from £1,500 to £60,000. What should I look for in a web design company and how do I ensure they’re quoting me happy?
