Marketing strategy and implementation for business leaders working in science, technology, engineering, mathematics and manufacturing. Insight on strategy such as vision and mission, ideal client profiling, messaging, research, creating the plan, metrics, internal processes. Implementation insight such as digital marketing, events, collateral , multimedia. Oxfordshire based, supporting organisations across the UK.
For any organisation, having a strong marketing and PR team can be an essential part of ensuring the continued success and growth of your business. However, whilst both deal with communication, there can be confusion between the roles carried out by marketing and PR professionals. In the simplest terms, marketing is about focusing on promoting …
When creating the ideal client profiles (also called ‘avatars’) of potential clients for targeted marketing, it is always a good idea to look at your current client base. This tells you the type of customers you have already as well as identifying what type of clients you actually like working with. Are any of your …
When I ask a client, “who is this product/service aimed at?” I get disheartened by any response that starts with “Anyone in the … [enter age group, industry, interest group]. In general, any sentence which begins with a sweeping generalisation of “anyone,” is for a start not going to be true as this suggests without …
As discussed in the previous blog identifying your ideal client, partner or investor is just the beginning of a successful marketing campaign. The next aspect is understanding the problems they have that your product or service solves. Essentially, why should they buy from you? Identifying their pain point Marketeers refer to this problem solving as …
What problem does your product or service solve? Read More »
The science, technology and engineering sectors provide very specific services and therefore have very specific target markets. Clearly identifying those who will be benefit from your products or services helps with crafting the perfect message to attract them. Getting started Identifying your target market requires specific information about your business, your product and your potential …
‘Pivot’ became the new buzz word during lockdown. Just another example of marketing ‘spin’? Does it apply to you? ‘Pivot’ means a significant change of direction. Harvard Business Review published an insightful article on how businesses have pivoted. Although it focusses mainly on B2C, there are useful examples and insights into the dangers of making …
Is marketing ‘pivot’ relevant for your STEM organisation? Read More »
Whilst working with innovation leaders in the science, technology and engineering sectors, one of the questions I regularly ask is, “who benefits from your innovation?” Often the response is “everyone”. The main difficulty with this response is that it’s simply not true. Not everyone would be interested in your innovation, and even if it were …
