Bestof horsham march2014

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The people behind the business

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Update2014March

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.

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.

PR is Dead.Long Live PR!

Bestof-Horsham-March2014.indd 1 14/02/2014 15:06

www.thebestof.co.uk/horsham Update March 2014

Offer of the MonthMeeting Room Hire just £15 per hourLocated near the centre of Horsham, Age UK Horsham Districts Lavinia House offices can offer a choice of serviced office options to suit any budget. They are fully equipped and ready to go, with the facilities you need including telephones, broadband internet access, reception rooms and kitchen facilities, plus FREE parking!The main area has seating for up to 14 in a boardroom style layout or up to 25 people in cinema style. A projector & screen are available at no extra cost and a flip chart & water dispenser are provided.Call 01403 260560.

Martin

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.

People Buy People FirstBuying 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

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!


The People Behind The BusinessMark Ford - From Fighter Pilot to Financial Advisor!This month we fire a few questions at the Ray-Ban toting Mark Ford from Mark Ford Wealth Management to uncover the person behind the business.

As a child what did you want to be as an adult?Fighter Pilot! And this was long before Tom Cruise donned those Ray-Bans and uttered that immortal phrase! I did actually apply to be a commercial pilot for British Airways a few years ago and whilst getting to the latter stages, unfortunately didn’t quite make the grade. In recent years, I have been taking flying lessons, so the dream is not over and I still own a pair of Ray-Bans, just in case!

What was the last book you read?How to Win Friends and Influence People. I like to re-read this book every 2 or 3 years. Dale Carnegie had a wonderful way of explaining how to deal with people, whether in business, or on a personal level. His advice seems obvious, but all too often, we forget how to behave and then wonder why we don’t get the outcomes we expect! It’s all about taking the time to understand and be interested in other people. My favourite quote is: “Talk to someone about themselves and they’ll listen for hours.”

What advice would you give someone who wants to start their own business?The most important aspect is to have a solid business plan. This enables you to monitor your progress against whatever targets and goals you have set yourself and also to be able to adapt the plan as the business moves forward. It’s also vital to be passionate about your business. If you are not enthusiastic about your work, it’s unlikely that anyone else will be!

What do you like to do to relax?Golf and cooking! The golf has been tricky recently, given the wet conditions. However, I have been most grateful to the ground staff at Manning’s Heath for keeping their excellent courses open and playable

throughout the winter! Cooking is, however, my passion. Whilst some may find it stressful, for me, it’s a great way to relax!

What is it that you think differentiates you from your competitors?For me, it’s all about service. Not having to work for an organisation, I can now concentrate on looking after my clients in the way that I would like to be treated myself. I now have the time to fully understand their needs and aspirations and provide them with a truly personal service. This has been a truly rewarding experience, as I now find that I am not just providing a far better service for my clients, who are now happy to refer me to their friends and colleagues, but that my clients are now my friends.

To find out more about Mark Ford Wealth Management call 01403 342308.

It could

be you!



Building a business community Being a member of Thebestof provides many benefits, one of which is connecting businesses together. You never know when you’ll need a builder, a plumber or a sign maker. Being part of Thebestof gives you a rich pool of best businesses in town to draw on, all of which you know come recommended. Russell from APM Walker Energy Services is thinking of having his van sign written

so we were able to recommend Bel Signs and put them in touch. All of our members can rest assured that should they need a builder or plumber or photographer... they have a contact that already comes recommended.

Come and say helloThebestof Horsham will be at this year’s Horsham Microbiz event at the Drill Hall on Saturday 8th March from 10am. We were very happy to be asked by the organisers, Horsham District Council to help promote this year’s event - If you are serious about your business and want to meet like minded people then you must attend this FREE to enter event!

Another date for your diaryThe Gatwick Diamond Business Expo launches this year on the 2nd April at the K2 Leisure Centre, Crawley. With over 100 exhibitors expected this will be a great opportunity for businesses to showcase their services and products to a much wider audience. For details call 01403 342309.

BNI Vanguard networking - Word of mouth in action!BNI Vanguard is a networking group that’s going from strength to strength. It is recognised within BNI as a chapter that consistently produces valuable referral business for its members and is working hard to increase its membership. To help achieve this, BNI Vanguard have been working with Thebestof Horsham to raise awareness of the visitors days and attract new members. Through the feature, Blogs, social media

and good old fashioned word of mouth the partnership has resulted in 2 new members. Becky Derham, Chapter Director says “Thebestof Horsham has been helping to spread the word about BNI Vanguard and has brought in 2 new members recently. Many thanks and I will continue to recommend Thebestof Horsham to everyone that I know”

Working Well...“Share your

successes and

let Martin know

what bits of

thebestof are

working

for you.”

At thebestof Horsham we are on the lookout for other great members. This

month we are looking for....

• Restaurants (Indian, Chinese, Italian)

• Driving Schools

• Hair & Beauty Salons

• Nail Salon

If you know a business that fits the bill please contact the team...

01403 342309


We’re consistently uncovering hidden gems. Say a big hello to this months stars.

Meet some of our members

Give them a call and say Hello

WOW GREATSERVICE

fab

what acompanyVERy

helpful

Holmbush Events CentreHolmbush Events has been established as an outdoor pursuits multi activity centre for over 20 years. They are a family run business and pride themselves on offering clients a bespoke professional outdoor activity centre experience, including archery, rifle shooting, tomahawk throwing, 4×4 driving, mud karting, paintballing and go karting.Call: 01293 850030 for more information.

APM Walker Energy ServicesAPM Walker Energy Services undertake all aspects of Plumbing and Central Heating work and are Gas Safe Registered. From leaks and burst pipe repairs to full central heating system installations, Russell and the team offer a high quality service at competitive prices. Call today for a FREE quotation on boiler repairs, under floor heating, bathroom installation and more.Call: 01403 246122

Angela’s Basic Books & AccountsLet ABBA enable you to manage your business better by taking care ofData entry, Monitoring Sales, Purchases and VAT, Credit card and bank account reconciliation, Petty cash, Depreciation of vehicles and equipment, Preparing reports and financial statements.Call: 01403 230659

APM Walker Building ServicesAPM Walker Building Services can build, renovate and refurbish at very competitive prices. Whether you are thinking of having an attic or loft conversion, an extension or a whole new bathroom or Kitchen installation, Alex and his team will provide an exceptional level of customer service.Call: 01403 246123

The Capitol TheatreThe Capitol theatre and cinema is one of Sussex’s leading arts and entertainments venues.For great drama, live music, dance, classical and contemporary arts and events The Capitol in Horsham is the place to go.Call: 01403 750220


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



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 ReviewsOk, 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 CardsReview 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 etcAnother 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 SitesOnce 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!

Reviews displayed on a third party are ten times more powerful!

“When you say it, it’s marketing. When your customer says it, it’s social proof”

Andy Crestodina, Orbit Media



Coming Soon

Our aim is to provide the best businesses in Horsham 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 thatthebestof works for you.

Our 17 marketing tools

thebestof Horsham is run by Martin New

Here at thebestof Horsham, 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 the best at what they do.

Who do YOU recommend?

Tele: 01403 342309Email: [email protected]

The Gatwick Diamond Expo at the K2 Leisure Centre, Crawley Wednesday 2nd April 9.30am till 5pm.It promises to be the local business event of the year… Over 100 great local companies all selected for their service, quality and reputation and over 1000 visitors.A full programme of inspirational speakers will run throughout the day, all free and designed to provide business owners with advice and tips to drive business forward in 2014,For more information go to: www.gatwickdiamondexpo.co.uk

an evening with the bestofComing soon - an evening with the bestof - meet, share ideas, news, tips on improving your business and how to get more out of membership of thebestof. Email us for details [email protected]

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

16. Mobile Website and App

17. Website feature


Bestof horsham march2014

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