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Category Archives: Family Business

A Marketeer’s work is never done


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I was asked to do a presentation to Hull University Students this week on Digital Marketing.  After mulling over how I should approach the lecture, I  have to admit I was a little bit nervous about talking to a group of young adults about one aspect of Digital Marketing….social media, which I was sure they would know more about that I do.

It occurred to me that whilst they might know more about social media tools than I do but did they really understand how it might be applied in the work place and in particular for smaller businesses.

I did wonder if businesses will recruit graduates and expect them to be social media experts because they use the tools a lot in their personal life.  Using Facebook/ twitter/ snap chat to communicate with friends and find out information, is a lot different to coming up with Digital Marketing Strategies and generating sales and growth for companies.

Hull University Business School had a real awareness of this concern which is why they invite guest lecturers to come and talk about their real experiences of marketing for a variety of organisations.  It is often a criticism leveled at Universities that they teach theory but graduates are not prepared for the world of work.  This was certainly the case when I left university….many moons ago!

By doing a case study on the digital marketing I have used in marketing a medium sized family business I hoped to demonstrate to the students how the tools they are familiar with (Google, Social Media, Video, Email) could be used to market a business and a brand. I talked about the challenges we face (constant change, budgets, resource);  the things that have not worked so well for us and the remarkable (and unexpected) success we have had.  These successes inlccuded increasing sales of used cars by 46% following a PPC campaign; increasing our reach on social media by 1200%; and the great feedback we have had from customers on our videos.

I also wanted to show that marketeers can not rely on just one medium to bring in the sales and that digital tools can be used for different things.  We have not generated any sales through Facebook, for example, yet but our audience and engagement with customers and potential customers has increased.

Finally I wanted to show students that marketeers are never done!  Marketing and in particular Digital Marketing is constantly changing and you can feel like you are always behind the curve.  The key is to be open to new things, keep an eye on trends and be prepared to keep learning.  In a way you never leave university, your degree is just another step in the journey to becoming a marketer, that is something they do not tell you in a text book.

 

 

 

 

 

 

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I hang my head in shame


I can not believe it has been 9 months since I last posted in this blog.  Time has certainly flown by and there have been many changes.  At the time of last writing I was working on setting up a marketing consultancy as an off-shoot to my family business.  I have worked in marketing for the B2B sector, namely in professional services and I felt like I had something to offer other businesses that could perhaps not afford an in-house marketing team or who wanted some expert advice in an area they needed help with.

I worked with some fabulous companies on social media marketing and business development but, as inevitably happens, life takes over.  The demands of work in my family business increased and I made the decision late last year to concentrate all my efforts on improving the sales of our business and give up the consultancy work.

Suffice to say I have been a busy bee learning all about the convenience store sector and retail marketing… hence the neglected blog!

I make a promise to you…but mostly to myself to rectify this at once by sharing the journey I have been on from B2B marketer in professional services to B2C marketer in retail.

Stay tuned…..

 
 

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Believe It or Not, There’s Life Beyond The Family Business


Really great interview with a third generation female owner of a family business.  Talks about the challenges of working in a family business and the benefits of working outside the business.
Believe It or Not, There’s Life Beyond The Family Business.

 
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Posted by on February 7, 2012 in Business, Family Business

 

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