March 2014
Update
Tirelessly working to make your business the best it can be...
PR is Dead. Long Live PR!
Take a look at your Business The people behind the business New members this month
It seems, just recently, I start every article with the words ‘The world has changed’. Quite frankly, I’m boring myself with it now so let’s all just take it as read that in marketing, nothing stays the same for very long.
Tip of the month
an d M ore...
www.thebestof.co.uk/epsomandewell
Let’s take PR… Now I’m not talking the shock and scandal stories that cover every newspaper, magazine and TV chat show. I’m talking about the PR that’s relevant to us. Articles in the local press, on the internet, a mention or interview on the local radio station, or, the pièce de résistance, TV coverage with your regional station. The pillars of PR haven’t changed. It’s still about informing, persuading and integrating people. How we use PR however, has changed drastically. First and foremost PR is now about reputation. At thebestof we have always been about reputation. Let’s face it reviews are at the core of what we do and what are reviews about if not confirming the good (or bad) reputation of a company. What’s great is that now, it is much easier to get great stories out to your local audience by using blogs.
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What on earth is a blog???? I’ve never really understood why blogs are called blogs. Apparently it is an abbreviation of web log…. no help there then, it’s about as clear as mud! Actually, a blog is just a PR story or informative article that is found is on the internet rather than in the traditional media. Even better, these articles or stories come with an added advantage… they provide two way communication!
Talk to me! The single most important thing to gaining and retaining customers is the relationship! Having the ability to inform your local audience about something, and then enter into a conversation with them about it is priceless. Putting up a PR story online and sharing it on social media allows you to do exactly that.
I Need an Expert! No one knows your industry like you do. A PR story is the perfect way to give people the benefit of your expertise. Planning a new kitchen, buying a new laptop, renting out a house, choosing whether to print digitally or use litho… the list goes on. There are so many ways you can inform your potential customers so that they can make better decisions. Every time you do that you are seen as the expert; the ‘Go to Guy’ when a potential customer needs something, creating the perfect foundation for a long and happy business relationship.
not some faceless corporate where ‘computer says no’. Showing potential customers who you are gives them the opportunity to form an emotional connection with you. It is that emotional connection that creates loyalty. I know that it isn’t easy to come up with interesting stories about what we do. We often think that because we do something every day, and that we find it easy to do that no-one else will be interested. Far from it! What is seemingly obvious or mundane to us can be the ‘Eureka’ moment for someone else. Don’t sit there staring at the screen or a blank piece of paper; get in touch! We’ve created a very simple document that helps you come up with those stories, 10 things Your Potential Customers Should Know About You. Request it from us and we can soon point you in the right direction, help you construct that PR story or even produce it for you. You have a wealth of knowledge that could be working for you but only if you get it out of your head and in front on your audience. Go on, give it a try!
People Buy People First Buying is an emotional experience; don’t let anybody tell you it’s not. We all have criteria we need to fulfil but the truth is if two companies can meet that criteria, you’re going to give your order to the person you like the most. A PR story can really show the human side of your business; you’re
Nig e l
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The People Behind The Business Joyce & Sean a passion for food Joyce and Sean Moody owners of the award winning 143 The Canopy Restaurant in Epsom have been together for over 30 years, and so has their love for catering. They met in catering college and so immediately had their passion for all things gourmet in common. So why is Sean front of house, whilst Joyce takes care of the kitchen? Speaking to Sean he explained that it was really fate that decided this. Over the course of time and various positions their natural roles became clear. This divergence has proved very useful and successful especially at 143 The Canopy. Sean is the ideal welcoming face when you enter the restaurant, his knowledge of the food and particularly the wines to enhance the dishes is superb. Behind the scenes, Joyce’s gift of presentation and her understanding of tastes, with a very international flair, will delight any palate. Joyce and Sean have been at their lovely, town centre restaurant for 5 years, and its popularity is ever increasing. They also like to take an active part in the various activities in the market, and often arrange for a local Jazz band to play – Jazz music being another great love of theirs. But their passion for food is not being followed by their son and daughter, who have been known to help at the restaurant but are not taking up catering as their careers. Running a busy restaurant takes a lot of time, so what do they enjoy doing when they get free time? It’s all things gourmet. They enjoy visiting other restaurants, looking for new ideas and tastes, always thinking what other dishes and styles they can bring to 143 The Canopy. Their love of good food, good service and the joy of sharing this with others also extends to their membership of Chaine des Rotisseurs UK. This is an international gastronomic society, and 143 The Canopy have been fortunate enough to present an evening at their delightful restaurant to these connoisseurs.
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So is it all things gourmet for the future for the couple? Yes it is, as they are hoping to extend their external catering services so they can bring their own special style to your events. In 2011 143 The Canopy were winners of the Best Restaurant in the Epsom & Ewell Business Excellence Awards – recognition of their hard work. 143 The Canopy, The Market Place, Epsom 01372 745 330
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Working Well... Introduce your business to the community. The Ashley Centre in Epsom is a busy shopping centre which believes in Buy Local. The manager David Beddows is very supportive of local businesses, and allows us to showcase these at our Buy Local events.
e your t r a h S “ and le s e s s succe now what k stof Nigel e b e h ft bits o orking are w u.” for yo
This is an ideal opportunity for these companies to introduce themselves to the community. Some businesses have their own retail premises but not necessarily in the heart of the town, others work from office buildings, others perhaps from their homes. However, they all provide services or products to the area. We invited thebestof businesses to join us there and meet their community: GES CLEAN - local domestic and commercial cleaners. Ewell Chiropractic Health Centre - telling us about the benefits of their healthy advice. Skyrah Beauty - award winning beauty salon – a haven of tranquillity in Epsom Utility Warehouse - showing us how to save AND make money. Spring Electrical - for all your lighting and electrical needs. LA Fitness Ewell - showing us how keeping fit can be fun. Home Instead Senior Care helping the elderly and infirm keep their independence in their own home. Epsom Coaches - popular local company who are not just coaches – but great holidays as well.
From This Moment Bridal Studios - with 2 beautiful ‘brides’ showcasing just some of their dresses. Currie Motors - your Toyota dealers for the area. Gavin Flaxman from WPA - with health and dental insurance plans to give peace of mind. Lifestyle - local building company who can change your home to fit the Lifestyle you want. Sarah Ford from Interview Solutions - Techniques and coaching to help you tackle those job interviews. Freedman Alexander local solicitors for when you need legal advice. Go Service Centres - MOT, maintenance and repairs for your vehicles.
The Racecentre - F1 simulation venue – be an F1 driver without leaving your chair – great for parties and team building. John Biggs from TaxAssist Epsom Have you done your tax return yet? Once Upon A Time Soft Play Café - award winning café for the little ones (and mums and dads) Epsom and Ewell Foodbank - a charity doing tremendous work in the area supporting people in a time of crisis.
At thebestof Epsom and Ewell we are on the lookout for other great members. This month we are looking for....
• Florists • Garden Centres • Vets If you know a business that fits the bill please contact the team...
01737 350079 So if your business is given the opportunity to introduce themselves to the community – our advice is take it! www.thebestof.co.uk/epsomandewell Update March 2014 Bestof-Epsom and Ewell-March2014.indd 4
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We’re consistently uncovering hidden gems. Say a big hello to this months stars.
Meet some of our
members Grayside Financial Services Independent financial advisors to individuals and business owners. Whether pensions, investments, mortgages, insurance or other, the experienced advisers will tailor their advice to suit your needs.
DM Electrical Services NICEIC approved electrical contractors, providing a high standard of service to home owners, business owners and industrial clients, no matter how big or small your project. They also offer a 24 hour emergency service.
01372 726162
01372 826623
Ceramica Tiles
BRM Coachworks
Supplying a wide variety of high quality wall and floors tiles for your home or business. A myriad of styles and colours to suit your taste, and at competitive prices Visit their showroom in Ashtead today!
Give t hem a call and say He llo
Accident repair and paintwork specialists for cars and commercial vehicles. Whether your vehicle has a dent, scratch or needs major body repairs, book in at BRM Coachworks .
01372 720 222
01372 277727
Banstead Plumbing & Property Maintenance
The MAC & PC SUPPORT Co
Specialists in plumbing, heating and building services to home owners and businesses throughout the area. If you want a reputable, local company to improve or transform your home or office, give this experienced team a call today!.
Providing professional computer services and IT support to home owners and businesses. As Apple and Microsoft Certified Engineers, you can rest assured that any problems that you have with your computers will be rectified in no time.
01737 363399
From This Moment Bridal Studios Designer wedding, bridesmaid, and mother of the bride dresses, outfits and accessories. Find that perfect dress for your perfect day.
0208 393 4049
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01372 826 624
Gavin Flaxman @ WPA Find the right medical insurance policy or dental plan to suit your needs. Whether an individual, family or company Gavin will find the cover to suit you.
01372 828 740
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Does Your Reputation
Precede you? Bright Local recently published its Local Consumer Review survey for 2013.
What was particularly interesting was how a company’s reputation has become more and more important to consumers looking to use a local business. Reliability, good value and expertise were the three areas that consumers valued most, with almost 90% of them actively reading online reviews to help them decide if a local business was good or not. Now you’re probably thinking, ‘tell me something I don’t know’. Actually, I probably already have. The way people are making their buying decisions is changing. I have no doubt, in the past you have had to find a supplier without any prior knowledge of which company is the best. If no-one you knew could recommend someone to you, your choice was to stick a pin in that bright yellow book and hope for the best.
Those days are gone! “By the time a consumer has started reading reviews they have identified an issue/need they have, worked out what service or product satisfies this need and now want to select a business to use. So the path from reading online reviews to purchasing from a business is short which means it’s crucial for local businesses to have a positive online reputation so they convert ‘searchers’ to customers.” Bright Local Consumer Survey 2013
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How our online reviews are displayed is also key to the buying process. Displaying customer reviews on our own websites is obviously important, however, reviews displayed on a third party are ten times more powerful. Third party sites carrying your reviews givethem extra weight as they are perceived as more authentic.
Collecting Reviews
“When you say it, it’s marketing. When your customer says it, it’s social proof” Andy Crestodina, Orbit Media
Ok, so you have 10 positive reviews from happy customers showing on your site. Job done? No. It’s absolutely crucial that reviews are up to date. If you are not actively collecting new reviews on a regular basis, the ones you have will actually work against you. If there have been no new reviews for 6 months then they will assume your company is not as good/reliable/expert as it used to be. Now I am well aware how difficult it can be to collect regular reviews. Delighted customers are more than happy to give you a review but unless you make it easy for them, life gets in the way and the promise of a review is soon forgotten.
Review Cards Review cards are brilliant. You hand them over on completion of the work and your customer hands them back. Couldn’t be easier! Some companies have taken this a step further during our Local and Loved Business Awards Campaign, creating a postbox area for customers to post their review cards when they’ve finished them.
Add your review link to your emails, invoices, statements etc Another way to make it really easy for your customer to leave reviews is to put a link on all your correspondence. One click and their done!
Review Sites Once again, really easy. A couple of clicks and they’re done. However, if we want our reviews on third party sites, we are asking our customer to find a site they may not be used to using or going to. The perfect solution to that is a Reviews Widget.
What on earth is a Reviews Widget? A reviews widget is a little piece of software that sits on your own website that allows your customers to type their reviews straight into. It’s easy for your customer to find and it encourages them to interact with you on the web. Our reviews widget not only displays your glowing customer reviews on your site but it also posts it to ours, giving you the bestof (sorry I just couldn’t resist!) both worlds. Reviews on your site and a third party site…all boxes ticked! Oh yes, and don’t worry about it fitting in with your site, it’s now fully customizable and comes in a range of colours to suit. If you’re not focused on collecting reviews at the moment, now is the time to act!
Give me a call and I’ll provide you with review cards, help educate your staff so they are always asking for them and get that reviews widget up on your website working for you. Don’t let another potential customer slip away because they are not aware of the great reputation you have!
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Revie displa ws third yed on a ten t party are imes powe more rful!
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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 26th March Wednesday 30th April 6:00 to 8:30pm Put the date in your diary
Let’s Turn Epsom PINK!
Saturday March 15th Pauline Banyard of Ladysafe and Sons has arranged for the FAB FAB1 to come to Epsom for the day – all in aid of Breast Cancer Care. The Pink Rolls Royce will be resident in The Ashley Centre – with fund raising, raffles and lots more activities to raise awareness and funds for this great organisation. Put the date in your diary www.thebestof.co.uk/epsomandewell Update March 2014 Bestof-Epsom and Ewell-March2014.indd 8
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