With increased competition the role of marketing for SMEs is becoming more and more important.
Firstly, you need to define your message. This demands a logical and methodical process, and detailed answers to the following questions:

1. Who is your customer? You can’t please everyone, so you need to draw up the portrait of your typical customer. Those who are most attracted to your products and services, or need them the most, should make up your target market.

2. Why do your clients need your product? Your product or service should fulfil the needs of your customers, so think about how it achieves this and how much your customers will pay for the product.

Basically, marketing consists of defining the value of your products and services. You then need to find how you want to communicate this message to the general public in order to attract new consumers.

The list of media is long (brochures, websites, email marketing… etc.), but the answers to the above questions will help you decide which products are best adapted to your marketing needs.

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But have you thought of creating a web site that would allow you to promote your activity and encourage your clients to be loyal?

Here are a few reasons why you should:

• You can provide information about your expertise and qualifications.

• Any of your satisfied clients would surely be happy to provide testimonials that you can post on your web site as advertising.

• You could add articles to keep your clients informed. You could either write them yourself if you have the time, or ask your clients to contribute!

• You could use the site to communicate your lesson timetable and any special events.

• You could also keep your clients informed of separate events that are linked to your specialism and that could be of interest to your clients.

• You could give tips and advice for health and well-being.

• You could even recommend books or associated products – you could even sell them yourself via your website.

• An informative and user-friendly web site is an excellent way to promote your services as a trainer and a professional. It is a practical and personal tool that has the potential to create loyalty amongst your clients, as well as providing a window for prospective clients looking for classes in your area.

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Always have business cards available in your establishment. You only need the essential information to create them, so you should never be without.

For a bit of a change, you could create loyalty cards instead of classic business cards, and encourage your customers to come back. For example, you could offer a free beverage for every five or ten purchased drinks.

Organise themed nights or mid-week events, and offer reductions to encourage people to go out even when it’s not the weekend. When you have found a theme or idea and settled on a date, then get your posters and flyers printed and do some serious promoting!

Stick up the posters well before the event and hand out the flyers like they’re going out of fashion! If you want to attract the attention of the public, you’ll need to find an original idea or offer drinks at attractive prices. You can also purchase flyers or postcards with reduction coupons…

Create a website. You can upload photos of your events, and promote upcoming ones etc. Don’t forget to add a map and to give details of opening times etc.

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Vistaprint’s SiteBuilder will help you to achieve the layout and design you want, but here a few extra tips…

• First, choose a website that matches your existing marketing tools i.e. business cards.
• Go for colours already associated with your corporate colours. If you want to promote special offers or sales, bright colours can help to attract attention.
• Your website is an opportunity to provide more information for your clients, however, don’t write too many long paragraphs. Use lists, bullet points, and be concise.
• Use a slightly larger font for the important messages that are there to hook the reader.
• Promotional offers need to jump out at the reader immediately, so make sure they are noticeable without ruining the look of your website.
• You can add photos, but make sure you only choose pictures that are of a very high quality in terms of resolution, composition and subject matter. They must complement your text, or they should not be used.
• Explain to your customers how to contact you. Ensure your contact details are easy to spot, and give them an extra helping hand by including a map so they can find you!

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You need to bring the same attention to detail to the design of the site and make quality your priority. A good design will create a positive impression of your company and convince your clients of your competence and commitment to quality.

But if you are not an expert in web design, how do you go about it? Vistaprint’s SiteBuilder can help you to easily and efficiently build a website:

• Really easy to use, even for those with limited knowledge of web design.
• The templates have pre-written, changeable text.
• You can add photos, maps etc. in just a few clicks.
• Choose the same design as your other marketing tools in order to develop your image.
• Think carefully about your needs and goals and choose the option package that suits your company best.

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Not only are they communication tools, but also are also examples of your creativity and proof of your expertise.

Choose your finest work and upload it to customise those of Vistaprint’s products that are best suited to show off your talent:

1. Even if you have a gallery, a website would allow you to exhibit your work 27/7 and would also allow your customers to purchase your prints even if your shop is shut. You could also provide information about the services you offer as well as your price list and contact details.

2. As a photographer, you can never let an opportunity to promote yourself pass you by. Have premium quality business cards printed with a high quality reproduction of one of your photographs. Your work will do the talking for you, and your cards will give a positive first impression of your work.

3. Order leaflets or brochures to hand out to customers or potential clients. You will have more space to encourage people to use your services and purchase your prints, as well as for giving examples of the quality of your work.

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First things first, what’s so special about your restaurant?

• What type of cooking? Which products do you use? Can you use their exceptional freshness/ quality in your promotion? Are they locally sourced etc.?

• Is there anything distinctive about the layout of the restaurant, i.e. exposed kitchen area?

• What style or atmosphere have you created?

• How do your prices compare with those of your competitors?

Basically, you need to define the qualities that make your establishment stand out from the crowd.

From there, you will be able to sketch out a profile of your typical client and pin down the targets for your marketing campaigns.

Once you know what you want to sell and who you want to sell to, you can work out the best marketing strategy and products you need.

Vistaprint have product packages you can customise according to your needs, so that you can choose whatever is best adapted to achieve your goals.

Here are a few ideas:

• Business cards are essential… You want your clients to have your details to hand whenever they want to book a table.

• Web sites are also now a business necessity… Post your opening times, your contact details, and most importantly, your menus! What better way to attract customers than by making their mouths water?

• Flyers are a great way to promote meal deals or discounts.

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You just need to choose the most appropriate products for your business and clientele, and define a marketing strategy that will help to realise your goals.

If you have a shop or boutique, you need to think not only about your physical presence, but also about your online presence. A customised web site allows you to communicate with your clients and publicise your business 24/7. It also allows your clients to purchase your products online, even if they can’t physically get to your shop.

Print post cards or flyers to inform your clients about your offers and promotions. Pop them into their bag at the till, and add a few reductions voucher to encourage them to come back!

Spare a thought for your packaging, and consider using customised labels to seal your bags or wrapping paper. They can be used to give a polished image of your brand or to promote a new product.

Offer gift certificates to your clients. Either they can buy them as gifts for friends and family, or you can use them to reward your customers’ loyalty.

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You will need to research the development of your market and consumer behaviour in order to elaborate a good marketing strategy.

Collect all key product information: functions, price, design, packaging, distribution channels…

You need to be analytical and objective, creative and innovative, all at the same time!

Establish your strategy:

• Which market are you targeting?
• Who is your target customer (lots of individuals or a few groups)?
• What exactly are you offering?
• What is your USP?

Once you have found a strategy you like and that you feel is suitable, it’s always a good idea to test your ideas again, this time with clients or partners.

Write sales pitches for both new and current clients, and for different media:

• Rack cards
• Content for web sites
• Stickers and decals
• Competitions or prize draws
• Newsletters / email marketing
• Flyers
• Posters
• Banners
• Postcards and gifts
• In-store or trade show demonstrations

And don’t forget to prepare your personnel:

• Product training
• Sales pitches and examples of use

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Creating a web site to inform your clients and allow them to place orders or purchase your products on line has now become an indispensable marketing tool.

Developing marketing operations with newsletters and email marketing has also become one of the undeniably effective ways to maintain relationships with customers.

But, do you have business email addresses for you and your employees?

It may seem like a detail, however, having an email address with your company’s name as the domain name can only strengthen your professional image.

With Vistaprint, you can create a business email address which matches the name of your business for you and your employees.

Easy to set up, you can consult your email from wherever you are, have up to 4GB of storage for your messages, with a system that is safe and secure.

There’s a variety of options and features to choose from (antivirus and antispam protection, calendars, compatibility with mobile phones, mail forwarding) so that you can create the package that’s best suited to your company.

The most difficult part is to choose a memorable name: either go for your company’s name or a name that is relevant to your industry.

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