As a marketing agency Bright Light Marketing offer the full range of marketing communications for our clients and for many of our clients we carry out their marketing for them and act as their marketing team. However before we get to that stage we work with clients to take a strategic look at their business analysing a whole range of areas from existing customers, potential customers, competitors and current and future economic impacts on the business. We then create a marketing plan which has a Communication Action Plan with concise goals and targets on marketing the business. The Marketing Plan is then the property of the business and they can then either follow the communications action plan themselves or appoint us to carry out the marketing for them.
This strategic marketing approach is recommended for any business. That way you market your business knowing why you are using the tools that you are using as opposed to using communication tools such as Press and PR or Social Media and not really knowing why you are using them, who you want to target and what you expect to get from using them. Bright Light Marketing would recommend it for any business but particularly for a business wanting to expand its product or look at new markets and for new businesses. Not only is a strategic marketing plan valuable to the business itself it also allows the business a far greater chance of accessing Bank and or project funding.
Bright Light Marketing has worked with many businesses over the years. But for this blog post will focus on one business who we carried out a marketing feasibility study for the Hideaway Experience in Angus. The Hideaway Experience when we first met them was a two person self catering business just outside Dundee. Small business with a big vision and two enthusiastic owners Caroline and Ross Miller. Caroline and Ross had seen a gap in the market for couple’s self catering and from their travels realised that this wasn’t just about the self catering property but about the overall romantic experience that the couple had during their stay.
Caroline and Ross wanted to expand their business and in the first instance build two state of the art properties on their farm. The year was 2009 not a great year for business expansion and certainly not the time to be talking to the banks! Undeterred and fully confident of their product and vision. Caroline and Ross appointed Bright Light Marketing in the summer of 2009 to carry out a marketing feasibility study which looked at the current and potential market for new Hideaways and in particular recommendations for the customer experience with a detailed communications action plan for them to follow and a detailed competitor audit. This marketing feasibility study allowed Caroline and Ross to not only access rural diversification funding where they got top marks but also bank funding.
So that by the end of 2010 the new Hideaways were not just a dream but a reality that had sound thinking and plans behind them. 2011 saw Caroline and Ross exceeding targets just take a look at their Trip Advisor comments http://www.tripadvisor.co.uk/Hotel_Review-g186491-d1986107-Reviews-The_Hideaway_Experience-Angus_Scotland.html to see the experience they offer or take a look at their website. http://www.thehideawayexperience.co.uk/
Could Caroline and Ross produced the plan themselves? Yes they could and I know they would have made a great job of it but they realised that the banks and funders would look at them more favorably if they had expert professional advice. This is what Bright Light Marketing brings to the table we offer professional marketing advice and what’s more we do it with a smile! So do bear us in mind if you would like to improve your marketing, expand your existing product or starting a new business. email firstname.lastname@example.org