Cameron and Clegg could bite your bum

20 May 2010

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So, our new government’s making plans and announcements. How do you think it’s going to affect you, and your business?

Here’s a warning!

We’ve got a government that seems keen to balance the books – which is good – but, so far, the major part of this new ethos is cutting back on spending.

Problem is, it’ll create a mood throughout the country for cutting spending too – and produce an ‘ethically’ inspired recession, rather than a financially inspired one. Either way, it’s not good for your business - or is it?

If you recall my last ‘bite your bum’ newsletter, early in 2009 – I said downturns are an opportunity to develop your business - if you increase your marketing while everyone else is cutting back.

So, what exactly constitutes ‘Marketing’?

I see marketing as opening doors: letting clients know who you are and what you can do for them, creating friendships, creating conversations, creating relationships etc – Marketing is not just Advertising - it includes your PR, use of design, your website and the thousand and one things that create an impression on clients! Especially, of course, photography and video.

However, it’s no good just spending money! Trying to outspend/out market a larger business doesn’t work if you’re saying exactly the same thing.

You need to make it personal. You need to decide what’s special about your business and emphasise that feature in your marketing.

Work up your UMP! (unique marketing proposition)

OK, but how much should you spend on your marketing?

I’ve done the research. (These figures are an aggregation of authoritative web pages)

  • 4% - 10% of gross turnover seems to be the norm
  • If you’re a smaller business 7% - 8% is your target
  • If you’re a growing business base your % on your target turnover
  • If you’re launching a new business or product – from 20% to 50% of target t/o!
  • Of course, those percentages don’t always mean cash spent – you need to cost your time you spend on marketing projects too. As a corporate photography and video producer I sell my time on a daily or hourly rate, so if I spend one day per week on marketing, that’s 20% of my potential maximum turnover.

All you need to do now is decide how to spend your marketing budget wisely, and what it is that distinguishes your business from your competition.

So, what’s different about Alan Howarth photography and video, what’s my UMP?

  • I understand the marketing effect of what I do.
  • How the right photograph will open doors and how the wrong one will see them slammed shut!
  • How a well produced video will open a conversation with your potential client and help you sustain and grow your business
  • I also have a passion for what I do, which is rarer than you might think.

Would you like to start a conversation with me? Let’s talk about how you could use photography and video to communicate with your clients, new, current and lapsed.

Call me 07947 67 31 67


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Alan Howarth - happy working on the Web & in the Real World

Alan Howarth: Corporate Photographer, Corporate Video Producer and Corporate Writer based near Blackpool, Preston & Lancaster, Lancashire in the North West of the UK, I frequently work in Leeds, Manchester and Birmingham and I spend 50% of my time working in London. within the M25, I travel throughout the UK and often work in mainland Europe, with work published throughout the world. I'll go anywhere - except war zones.

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