July 2014
Update
Tirelessly working to make your business the best it can be...
There’s an app for that! Take a look at your Business The people behind the business New members this month Tip of the month
an d M ore...
www.thebestof.co.uk/epsomandewell
Apps! They’re everywhere and for everything. Want to know how far you went on your run this morning? There’s an app for that. Want to send pictures to your friend in the states for free? There’s an app for that. Want to know where you parked your car? There’s an app for that. In fact, even good old Google Maps, is now an app. Why? Because everyone is going mobile! Ofcom state that in 2013 more than 30% of web traffic came from a mobile device, and that figure is only going to increase. Now here’s the really scary number. In a recent survey, 1800 small business owners were asked whether their web site was mobile optimised; only 6% said that theirs was. 6%! So, if you’re one of the 6% what does that mean in real terms? It means
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that likely as not, all that traffic is going elsewhere because they struggle to use your web site on their phone or tablet. Now before you get your web developer on speed dial you have to think about the options available to you. You can optimise your site, or you can provide an app for phone or tablet. Generally, building a unique app specifically for you and your clients can cost anything from £4000 to £40,000 (and upwards if you’re getting really clever). Not usually an option for a small business. Ok, so optimising the website is the way forward then. The simplest (and generally most cost effective) way is to recreate a version of your site optimised for mobile devices. This approach ensures that all of your content and site features will load correctly while offering the exact user experience consumers get from your traditional website. On saying that, do we really want to give the same experience as a traditional website when apps can offer so much more? In certain tourist areas in Turkey, for instance, all the beach parasols have buttons attached to them that connect to an app. This means that you can order from any of the bars and restaurants along that beach front just by clicking a few buttons from the comfort of your sun lounger. Yes please!
step further. Their recent survey said that 90% of mobile internet searches led to action and 50% led to purchases. This is an area small business cannot be left behind on! thebestof has taken off into the app world, with the release of our Business Member’s App in October last year. This app is educational (and packed full of videos) so it uses iPad and Android tablet platforms rather mobile phones. But, we’re not stopping there. In a matter of weeks we launch to the world our interactive consumer app, for mobile and tablet, opening up a raft of new ways to promote the wonderful things our local area has to offer, including your events, news, offers and business info. Just watch this space.
Did you also know you can ‘geo tag’ things like offers? This means if someone with the app walks past your premises and you have a special offer on, the app will send them a push notification to tell them about that great deal! Result! This is something soon to be launched via thebestof under our umbrella of marketing support. It is estimated that 30.9 million people are the proud owners of mobile devices, which again, will only increase. We only have to look at Windows 8 to see that Microsoft think mobile is the future. SearchEngineLand take it one
Nig e l
Offer of the Month 5 For The Price of 4 on All Men’s Formal Wear Hire
A formal event on the horizon – then make sure you are dressed to suit the occasion. From this Moment Bridal Studio have a fantastic selection of menswear suitable for any formal occasion. Tails, Kilts, Prince Edward, Lounge. Slim Fit suits and Page Boy outfits. Hire 5 outfits and only pay for 4. From This Moment Bridal Studios 0208 393 4049 This Offer is available until the end of August (T & C’s apply)
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The People Behind The Business Maria Furtek – A People Person Like many women today, Maria Furtek has a full workload, caring for her 3 growing sons and partner, and running her successful hypnotherapy business. So how do they relax and enjoy their time together? Maria tells me “I absolutely love camping ( I didn’t discover this until my late 30’s and it was a surprise to me, as I had always said I would never go camping as there was nowhere to plug in hairdryer ) I probably do “glamping!” In the summer, we try to go a couple of times a month, pitching our huge tent preferably in our favourite Sussex or Cornwall, where we can enjoy the great outdoors, long family walks with our dogs, being by the sea, socialising with friends and cooking amazing food on our camp stove (see I told you I love food!). Never baked beans, we have lobster, tagines, BBQ’s with freshly caught fish or lamb, and Greek salads – bliss!) “ Although not necessarily considered a hobby, Maria also has a passion for helping others. She supports and takes an active part in several local charities. Fund raising for St Raphael’s Hospice and working with Sutton Women’s Refuge and Jigsaw4 U. These two charities help and support women and children who have undergone domestic violence. 2 Dog Rescue centres, from which she has had both her dogs. Maria has always been a ‘People Person’ and this has shone through in her career. Starting as an English teacher, then working within the volunteering sector and local government, until finally launching out to start her own business as a coach and counsellor in 1999. So why did Maria also add hypnotherapy to her skills? It was actually through personal experience when she found she had a phobia of ‘giving birth’, so instead of enjoying her pregnancy the anxiety built up. She visited a mid-wife to discuss her concerns was treated by her with hypnotherapy to alleviate her worries. Maria was so impressed she was determined to learn more uld and has undertaken extensive training in the practice. It co !
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Hypnotherapy can help people with many different issues in their lives, but it is the ability to ‘take back control’ and manage their anxieties which is the key. Many people seek treatment for the ‘diet demons’, and Maria has had to deal with these herself. Others have habit, stress and phobia issues which are the problem. With Maria’s help hypnotherapy may be the answer to learning to live life fully again without limitations. Maria Furtek Hypnotherapy 020 8395 5471
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Working Well... Get It Together
Big Blue Print is a local One-Stop-Print shop – Venti Venti is a local graphic design company. By working together, using the design skills of Venti Venti – and the printing and distribution facilities of Big Blue Print – they have been able to take on large projects for a national restaurant chain and a local council.
your e r a h “S nd let a s e s s succe now what k Nigel estof b e h t f bits o orking are w u.” for yo
Change The Name Change The Focus – Re-Brand
Amanda Duncan is an excellent and experienced photographer who has worked in all arenas. Her current brand of Amanda Duncan Photography is well known for wedding photography, but she also wants to promote the extensive commercial work she undertakes – so a clear message was needed. AD Commercial Photography was born – a new logo was created – a new feature written and with that a clear message given.
Bridal Studios Are Not Just For Brides!
From This Moment Bridal Studios are a local and much loved business. Well known in the area for the superb service they give their female visitors, they now also stock menswear. With modern trends menswear is considered just as crucial as the ladies. Their showroom is ideally suited for this with a separate area for the gentleman’s party to visit. And it’s going well – with their excellent range of formal wear proving poplar for any social occasion – not just weddings.
Did It Work For Us?
Epsom Dental Centre – ‘Love Your Smile’ decided to undertake a leaflet drop. But how would they know if it was successful? We were able to help. We set up a unique ‘Tracking’ telephone number for them. This number was printed on the leaflet and we able to analyse the response. Who called, when, how long for, and how long after the leaflet drop did the calls continue – very important when determining the times between drops.
A Recorded Message Can Lose You Business.
How many times have you searched for companies – then called them to hear a recorded message? How many times have you simply put the phone down and tried another company? With many small businesses you cannot have someone manning the phones 24/7 – but it will certainly help if a ‘person’ answers the phone rather than a recorded voice.
At thebestof Epsom and Ewell we are on the lookout for other great members. This month we are looking for....
• Garden Centres • Vets • Funeral Directors
We have been able to help If you know a business that fits the many of our businesses by bill please contact the team... setting up an Answering Service for them. We establish all their details on the system and they simply ‘redirect’ their phone to the service when they cannot take calls. The call is answered by a ‘person’ in the name of the company – full details of the call are taken and passed immediately by email or text to the company- answering the call before the bleeppppp...
01737 350079
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We’re consistently uncovering hidden gems. Say a big hello to this months stars.
Meet some of our
members Mad Lilies Flowers are not just for birthdays. Mad Lilies florist in Banstead produce floral displays for any occasion and any place – they are different and get you noticed. Make a statement with flowers.
01737 356404
Index PI If conveyancing is your business Index PI can offer you a property information search service which is quick, efficient and cost effective. Give them a call.
01372 826628
Vinco Wealth Management The stock market can be confusing but Vinco Wealth Management can give advice to help you through the ups and down.
01372 826629
Interview Solutions Do you struggle at interviews – either getting the job or choosing the right candidate? Interview Solutions offer advice to both the employee and employer - give Sarah Ford a call.
07786 934 358
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Give t hem a call and say He llo
Currie Motors Toyota Fall in love with driving again – with the Toyota range of vehicles. Currie Motors – Toyota offer you a full range of services – new / used vehicles and full garage facilities. Currie Motors – Toyota – nice people to do business with.
01372 828741
Strategic Financial Portfolios Planning your financial future – then contact Strategic Financial Portfolios. Offering a comprehensive service covering all aspects of your finances, they can help you onto a secure path forwards.
01372 275098
Four Gables Fine Dining Make your corporate event special with catering of the highest standard from Four Gables Fine Dining. From a snack platter to seated banquet, they provide all you will need including table settings and serving staff.
01372 275276
Metro Bank Banking how you want it! Open 7 days a week Metro Bank Epsom are the new kids on the block in the banking world. Offering full banking services they are open at times that suit you. A fun bank – where Kids Rock! And Dogs Rule!
0203 402 7750
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Thinking inside the (in)box None of us are new to email marketing. Whether you’re a business owner who already utilises it or someone who just receives it, email marketing has been part of our inbox landscape for years now.
However (oh, there’s always a however!), just like the internet, our inboxes have got noisy. How many of you open yours up to a barrage of free this, ££s that, save the other. In fact, there’s so many irrelevant emails in there, you have to put an hour aside just to hit the unsubscribe button on all of them. It’s enough to put anyone off venturing down the road of email marketing. Well, here’s a question for you. If we said to you ‘Give us £1 and we’ll guarantee to give you at least £20 back’, would you do it? Assuming that it was all legal and above board we would suggest that answer would probably be a resounding yes! In fact, if someone posed us that question, we’d probably ask if it was possible to invest more. You may be surprised to know that the Direct Marketing Association quote a £20 return on a £1 investment as the ‘average’ for email marketing. Those figures suddenly make this medium much more attractive. As you know, we are working with and supporting small business owners all day, every day. All too often we will hear ‘I tried that once, it didn’t work.’ We are not at all surprised by these statements. Email marketing only works if it’s tackled in a certain way and done more than once. In marketing, the worst number is 1!
Back to Basics Before you start any kind of email campaign you first need a database. This could be as simple as your current customers. Then you need to make sure your database is up to date and all the details are filled in correctly. There’s nothing worse than sending a campaign and finding half of your emails say Hi FirstName because that box wasn’t filled in. www.thebestof.co.uk/epsomandewell Update July 2014 Bestof-Epsom and Ewell-July2014.indd 6
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Finally you have to have permission to email the people on it. That may not seem like a big deal but having a high complaint rate (where people have hit the spam button) will actually put a black mark against your domain name increasing the likelihood of your email going into the junk folder.
Market, Message, Media You have a database and now you want to use it. Firstly ask yourself 3 questions:
Who is my target market? What do I want to say to them? What am I trying to achieve? New business? Call to Action? These questions may seem obvious, but are all too easily missed. For instance, there is no point emailing to a database of 18 to 24 year olds if your product or service is aimed at the over 50s, it’s completely irrelevant and all you’ll achieve is a mass of unsubscribes and a high complaint rate.
Title Subject lines on emails will decide how successful your email campaigns are. You can write the most compelling content or provide an offer that noone in their right mind could refuse, but the truth is, if no-one reads it you might as well have not bothered pressing send! Crafting the right kind of subject line is not always easy. There are of course the obvious ones, ‘30% off all silver rings today’ will definitely work if you’re emailing customers who have bought jewellery off you in the past. If you’re sending emails to people you don’t have a relationship with it is better to try and create some curiosity with the subject line. There is a caveat though. It’s important to remember, if you’re going to get creative be sure that the content of the email relates to the subject line, otherwise people will feel conned.
Target market?
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What do I say to them?
Relevance, Relevance, Relevance Large databases are great, but if the people you’re emailing have absolutely no interest in what you have to say you’re just wasting time and money. Far better to have a smaller, but engaged audience. Relevant content is king!
Givers Gain With the advent of internet, our laptops, tablets and mobiles have become portable libraries. We open emails that inform us about things we are interested in or give us things we want. This can be hints or tips, industry information, offers or events. If we have happily given our audience information freely, when it comes to that ‘Buy It Now’ mail shot you want to send, they’re far more likely to respond.
Test, Test and Test Again! Don’t make the mistake of using your regular email provider (like Gmail or Outlook) to send marketing campaigns. If you can’t see your opening rates or the number of people that clicked on that link to your website you won’t be able to ascertain what connects with your audience and what doesn’t. Using a proper CRM to manage your campaigns means you get to see who read the email, who clicked a link, who downloaded that offer. This will allow you to tweak your campaigns according to what works and what doesn’t. If you’ve thought about email marketing but are not completely comfortable with the whole idea or are not sure where to start then, please do get in touch. At thebestof we have a wealth of experience and will be more than happy to help you craft a killer campaign to get those orders rolling in. It’s all part of the service!
New business?
Call to action?
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thebestof Epsom and Ewell is run by Nigel & Maggie and the team
Our aim is to provide the best businesses in Epsom and Ewell with a world class
marketing service. We’ll raise your profile, connect you to new contacts and customers - and maximise your business potential. We really do care about every one of our Business Members and we are there every step of the way to ensure that thebestof works for you.
1. Testimonials 2. Dual-branded postcards 3. Mix and match 4. Commercial photos 5. Certificates 6. Brand Awareness 7. Campaigns 8. Call Tracking 9. An Evening with 10. Social Media 11. Blog 12. Events 13. Video 14. Special offers for members 15. Quote me
Our 17 marketing tools
16. Mobile Website and App 17. Website feature
Here at thebestof Epsom and Ewell, word of mouth just got louder! Every business we feature has been checked out by us AND recommended by other local people so you can use them with confidence knowing they truly are one of the best at what they do.
Tele: 01737 350079 Email: Epsom@thebestof.co.uk
Coming Soon An Evening With thebestof Epsom & Ewell Cocktail & Canapés Networking Event At The Chalk Lane Hotel – Epsom. Wednesday 30th July Wednesday 27th August 6:00 to 8:30pm Put the dates in your diary www.thebestof.co.uk/epsomandewell Update July 2014 Bestof-Epsom and Ewell-July2014.indd 8
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