Marketing is often seen as some “dark art”, the secrets of which are only known to a few.  In years gone by marketing was a big hit business. Prime time TV ads, ads in the national press with  the  aim  of “hitting”  as  many  customers  or  potential  customers  as  possible.  One  large drinks  company  was  famously  quoted  as  saying  that  they  needed  a  customer  to  see  some form of their advertising every four days. They had a very large advertising budget!

 

Things  have changed and  marketing  is a  much  more subtle. You may  have  heard the term “market  segmentation”  and  as  we  are  nearing  Christmas,  the  analogy  is to  imagine  a  Terry’s chocolate orange and how many leaves it has when you eventually “tap and unwrap” (even I have  bought  into  their  marketing  slogan!).  This  is  how  marketing  has  evolved.  Rather  than targeting large groups, advertisers now attempt to target  individual customers with a specific message.  This  is  further  complicated  by  the  fact  that  there  are  so  many  different  forms  of advertising platforms. So,  running a successful  campaign takes a great deal of planning and preparation.        

 

Now,  stop  for  a  moment  and  think  how  you  market  your  firm.  Do  you  use  some paid for advertising in local papers, sponsor a local football or rugby team or is your marketing a little more  subtle?  Do  you  have  a  website,  Facebook  page,  twitter  feed  or  LinkedIn profile?  Do your  vans  carry  your  name  and  contact  details  (plus  the  SELECT  logo!!); does  your workforce  wear  branded  workwear?  There  are  lots  of  ways  of  getting  your message  over, without spending a fortune.  

 

By the time you read this, SELECT will have embarked on a marketing campaign of its own. Earlier   this   year,   the   Scottish   Government   issued   Statutory Guidance   on   Electrical Installations  and  Appliances  in  Private  Rented  Property.   The  Housing  (Scotland)  Act now includes  a  requirement  for  landlords  to  conduct  five-yearly electrical  checks  of  the fixed wiring and any electrical appliances supplied in privately rented homes.  

 

The guidance states that these checks must be conducted by appropriately skilled persons and lists SELECT as one of the organisations whose Members meet this requirement.  

 

To highlight  this  new  requirement  we  are  undertaking  a  local radio  and  social  media campaign to raise the awareness of the new regulations and to direct landlords to our website.  

 

To  make  things  easier  for  customers,  we  have  set  up  a new domain,  needanelectrician.scot, which will allow customers to find a SELECT Member. 

 

We  have  also  developed  a  new  leaflet  aimed  at  informing  landlords  what  their  new responsibilities are and Members will  be able to access  a copy of the  leaflet which they can customise to suit their own firm and print themselves.

 

So  benefit  from  our  campaign  by  making  sure  your  customers  know  you’re  a  SELECT Member. Use the SELECT logo wherever  you can, on  your vans, headed paper, website and emails, all these actions cost a little but the payback could be immense. 

 

CABLEtalk November 2015

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