Independent marketing strategy, planning and measurement for SMEs across Lancashire, from positioning to the agencies you already pay. No media to sell, no retainer to protect.
Most SMEs have a website, some social media activity, perhaps an agency running adverts, and a nagging sense that the money could be working harder. What is missing is a clear view of three things.
The target customers the business is really trying to win.
What makes the business different, in terms customers recognise and care about.
Knowing what is working, so the budget goes where it earns its keep.
We work at the strategic level first: positioning, target customers, pricing and the role marketing should play in growing the business. Then we help you choose and manage the tactics, whether you deliver them in-house or through agencies and freelancers.
An honest review of what you currently do, what it costs and what it returns. This is often where the quickest savings are found.
Defining what makes the business different in terms customers recognise and care about, rather than internal jargon.
A practical 12-month plan with a budget, a calendar and a named owner for each activity.
Search, social, email, events, trade press, partnerships or direct sales. Most SMEs do better with a few channels done properly than with many done thinly.
Simple tracking so you can see what is working. We cover the basics in how to measure marketing ROI without a big team.
Writing briefs, reviewing proposals and holding suppliers to account, so you get full value from the people you already pay.
Around Preston there is a strong base of professional services, public sector and education, while the wider county includes aerospace and advanced manufacturing, food production, logistics, and a visitor economy centred on Blackpool and the coast. Those markets need different approaches.
Long sales cycles and formal procurement. A B2B manufacturer may need fewer, better-qualified leads and stronger sales materials.
Local buyers and seasonal trade. A consumer business may need to build familiarity across a whole town or catchment over time.
| Research | Brand | Activation |
|---|---|---|
| Consumer brands (Les Binet and Peter Field, for the IPA) | Roughly 60% | 40% |
| B2B (their later work for LinkedIn's B2B Institute) | Nearer 46% | 54% |
Those are averages rather than rules, but they are a useful check if every pound you spend is chasing this month's sales.
Most engagements start here. It usually takes two to four weeks from start to written findings, depending on how much data is available and how many channels are involved.
With the owner and whoever is responsible for sales or marketing.
We agree a plan and a small set of measures to track it.
Some clients run the plan themselves with a short monthly review; others want us involved in managing agencies or training staff.
If the marketing questions turn out to be part of a wider business issue, such as pricing, capacity or the sales process, our business consultants in Preston pick those up as part of the same piece of work. Not sure where to begin? Our guide to marketing strategy for SMEs sets out the first steps.
A consultant helps you decide what to do and why; an agency usually does the doing. We focus on strategy, planning, measurement and management, and work alongside agencies, freelancers or your own staff for delivery.
Often more so, because there is less room for waste. A short audit can show which activities to stop and where to concentrate what is left. We will tell you plainly if we think your money is better spent elsewhere.
Yes. We are based in Preston and most of our clients are in Lancashire and the North West, but much of the work can be done remotely, so location is rarely a barrier.
Usually two to four weeks from start to written findings, depending on how much data is available and how many channels are involved.
Generally not. We would rather help you hire, brief and manage the right people, or train your own team, so the capability stays in the business. Where hands-on support is needed, we can bring in trusted partners.
If you would like an independent view of your marketing, or help turning a list of activities into a plan, get in touch. The first conversation is free and carries no obligation.