thebestof Farnham Newsletter - November 2012

The Artist

Take a look at your Business

The people behind the business

New members this month

Tip of the monthand More...

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Tirelessly working to make your business the best it can be...

November 2012 Monthly Update

I love going to the cinema. I love everything about the movies and the big screen, and it’s a great way to relax after a tough day at work because my mind is completely taken over by the film. It’s escapism on tap and I have no problem suspending my disbelief for a couple of hours – as long as there’s a Diet Coke and some popcorn!

But last weekend I stayed home and watched a DVD. Somehow I missed the Oscar winning film The Artist when it came out earlier this year and I was keen to see what I’d been missing. You’ll remember The Artist, it’s the silent black and white movie that won five Oscars, including Best Picture, Best Actor and Best Director – which is why I wanted to see it. It was a stunning film, made even more so because it was so completely different to anything that I think I’ve ever seen at a mainstream cinema.

I’m not giving too much away when I tell you the plot is about the demise of a great silent movie actor whose career is effectively ended with the arrival of “Talkies” in the late 1920s. It’s set in Hollywood and as his career wanes, one of his dancers sees her career rapidly take off with the new talking media. There’s a wonderful twist at the end and the most delightful Jack Russell dog who, frankly, steals the show. However, this is not a film review, so let me get back on track. George Valentin is the name of the character around whom the movie is based.

Continued...

He’s the silent movie star and at the beginning of the film he is enjoying huge success. He has fame and fortune in large amounts – all acquired through his success at silent movies. However, as I’ve already said, times are changing and the “Talkies” have begun to emerge. Rather than embracing this new media, however, Valentin resists it with great vigour. He sticks with what he knows and understands. After all that’s what he’s comfortable with and it’s brought him great success. Even when he gets dumped by his studio he pursues silent movie projects on his own and there’s a very poignant scene in the film when you see the previously packed cinema with only half a dozen people watching his latest film whilst, next door, the new “Talkies” have it packed to the rafters.

Bestof-Farnham-Nov.indd 1 18/10/2012 15:47

It struck me that this is such a wonderful simile for so many businesses in the UK today.

There are lots of business owners who are hugely skilled and talented at what they do (just like Valentin was) but their stubborn refusal to move with the times – especially with regard to their marketing – means that their success is hugely compromised and their lifestyles diminished as a result.

Look at it this way, for 70 years after the war, if you were a local business in the UK, all you had to worry about in order to achieve success was three things: you took the largest ad you could afford in Yellow Pages, you relied a lot on word-of-mouth and if you were really ambitious, or a bit flashy, you took out an ad in the local paper. That was all you needed to do.

But in the last 10 years all of that has changed. Yellow Pages is dying, there’s another local newspaper closing every week in this country (and those that are left are read by the wrong demographic for most businesses) and word-of-mouth in the 21st Century is, of course, social media. The arrival of things like the internet, Google Ad Words, Facebook ads, Banner retargeting, use of SMS text, voice broadcasts, email marketing – these are the “Talkies” of our time.

In short, pretty much everything about being in business is changing – just like in Hollywood in the late 20s, when everything about making movies changed as well. Those who adapted and changed with the times were the ones that flourished, those that didn’t saw their careers die. And so it will be the case for our generation in business.

The good news is, even if you haven’t done much with any of this “new fangled stuff” yet – it’s not too late to start. The ending of The Artist is genuinely uplifting and so it could be for you too … and here at thebestof we’re here to help you in any way we can. We’re as progressive as progressive can be, we’re plugged in to what’s working and we’re only a phone call away.

Offer of the MonthShepherd & Flock Buy 2 main courses and receive £10 off the billBuy 2 main courses and receive £10 off the bill with this voucher. A perfect opportunity to enjoy quality, fresh home cooked food. Choose from a mouthwatering menu of home made pub favourites and daily chef’s specials and accompany your meal with a choice of Farnham’s best selection of Real Ales and Lagers. Maximum 6 guests, not valid Sundays or with any other offer. This offer is available until 30 November 2012.

Call 01252 716675 to make a booking.

Have a great month...

Martin

www.thebestof.co.uk/farnham Monthly Update November 2012


The People Behind The BusinessWhat makes Ben Stupples, Commercial Director of Net Technical Solutions, tick?Tell us about your business in one sentence? Net Technical provides proactive IT support and complementary IT services, with the aim of creating a stress-free IT environment for our customers.

What gets you out of bed in the morning? I am one of the lucky few who genuinely loves their job. We have a great bunch of staff and a fantastic group of customers…..you can’t ask for more than that!

As a child what did you want to be as an adult?Most likely a wildlife presenter. It could have been me on TV instead of Steve Backshall. Alas, the lure of a ‘proper job’ got in the way….

What’s the best advice you have been given?If ever you have a controversial email to write, leave it in ‘drafts’ overnight then review it the next morning.

What advice would you give to someone who wants to set up their own business?Don’t run before you can walk. It’s the classic mistake to make when you start up a new business.

What’s your favourite book?‘Stalingrad’ by Antony Beevor, closely followed by ‘The War of Wars’ by Robert Harvey.

What was a major obstacle you were able to overcome in the past year?Breaking the £1m turnover milestone. We’ve come close in the past but to finally manage it felt great!

If I assembled 10 of your clients and asked them about you, what would they say? I hope they would say I was friendly, approachable, and honest but most of all that I deliver on my promises.

What tools or habits do you use to keep organised?My Samsung Galaxy Tablet comes everywhere with me. That and an amazing wife with a photographic memory!

What’s your top tip in managing people?You have two ears and one mouth so ‘listen’ to your staff, don’t dictate to them.

How do you alleviate stress?Being out in the open with my own thoughts.

If you could have dinner with any celebrity who would it be?Prince Phillip for pure entertainment value.

Net Technical Solutions, IT Support, Farnham 0845 0034567

Martin

It could

be you!


Chequers Motor Company share how thebestof Farnham works for themWe are in the business of spreading the word about great local companies and love to receive feedback from our biggest assets – thebestof Farnham members.

We recently caught up with Jonathan May, proprietor of Chequers Motor Company, a family run business specialising in German brand vehicle sales. Even with Chequers established reputation for honest information and exceptional customer service, it was great to be told how his relationship with thebestof benefits his company.

“The power of testimonials are invaluable to our business. Not only have I got thebestof Farnham shouting about how great we are, our customers are provided with the opportunity to do it too. When I speak to prospective clients on the phone I always tell them, don’t just take my word for it, look on thebestof Farnham and check out my 5* recommendations. Testimonials help my customers make a decision and based on recommendations I have received from previous clients, they have travelled from as far as Darlington and Ashford to visit our showroom.

Here’s one of our latest recommendations we received via thebestof Farnham:

“I have just bought my Mini Cooper from Chequers and wish to say how we were pleasantly greeted with a handshake and the offer of a coffee from Jonathan. The service I received was second to none. The car was beautifully prepared and a road test was swiftly arranged with his son in the passenger seat. At no time did I feel under any pressure to buy. A better finance deal than the one I had arranged was offered and subsequently provided. On collecting the car I was met at the station, (out of normal hours) completed the finance paperwork and took the car home. I would happily recommend Chequers and its management team.”

We have produced a great video commercial, which I think provides a personal interaction between our business and customers and the opportunity for people to meet me, before they actually visit Chequers. I am really pleased that it features so prominently on our bestof Farnham business feature.

Our outdoor bestof Farnham banner is hard to miss and is an effective and inexpensive way to deliver our message to potential customers. I often point to it and confirm everyone gets the best treatment at Chequers – it’s important to keep the message going.

thebestof Farnham provide a variety of fantastic marketing options and if you use a tool well it will work for you!”

Chequers Motor Company are based in Wrecclesham on the A325 just outside Farnham. If you are looking for great service from a company that cares, call them on 01252 821014.


Working Well...

“Share your

successes and let

Martin know what

bits of thebestof

are working

for you.”

At thebestof Farnham we are on the lookout for other great members. This month we are looking for....

• Plumbers

• Bridal Boutiques/Dress Hire

• Childcare Day Nurseries

• Photographers

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

01252 324741


Net Technical Solutions - IT Support and Services - “There are lots of companies out there that offer support, but right from the start I felt Net Technical Solutions could provide us with exactly what we needed ‘�� total peace of mind ‘�� and I am pleased to say that they have never disappointed.”

0845 0034567

Farnham Golf Club – Golf Course and Club - “Great location for a golf club. Members are friendly and facilities are very good. Excellent driving range, chipping and putting green.”

01252 782109

DJK Renewables Ltd - Renewable Energy Products - “Our experience of DJK is that their procedures and operations are very professional and straightforward and this has been backed up by direct feedback we have had from satisfied customers.”

0800 458 5651

Give them a call & make them feel welcomeLewis VisualsArchitectural and Design Services - “The great thing about working with Genevieve is the personal service and attention to detail. Nothing is too much trouble and she really listens to deliver what you want, so that you feel you have a really good working partnership.”

07786 085 794

DJK Electrical Contractors Ltd – Electrical Services“DJK have delivered to me a service of the highest possible standard and at rates competitive with or lower than their competitors. I have no hesitation whatsoever in declaring my TOTAL satisfaction with all DJK have done for me.”

0800 458 5651

Custodian Wealth Management Limited-Independent Financial Advisors - “I am extremely grateful for the clear way the advice has been presented to me and the attention to my personal needs which has given me peace of mind.”

01420 520222

We’ve uncovered more hidden gems over the last few weeks. A big welcome to the following businesses who have joined us recently:


I’ve shown a couple of examples of Tyrwhitt mailings on this page. Take a look first at the envelope that the package arrives in (it’s got the close up of the shirt & cufflinks on it. On the front of the envelope, not only is there a very clear offer (and I love the use of the words “prompt orders”) but there’s also that wonderful statement “Why Proper Shirts Matter”. Think about this for a moment. Think about the positioning that this mailing has when a man (or a woman for that matter) is sifting through the mail and deciding what to open and what to throw away. The implications of those four simple words on that envelope are significant. They are positioning Charles Tyrwhitt very clearly. They are sending a message to the customer that their life will be improved if they wear proper shirts … this is really smart. Really simple. But it needs a lot of thought.

Next, look at the back of the envelope. It’s got on it the sort of content you’d normally find on the front of a glossy magazine. Look at the words that have been used, every one of them crafted to entice whoever is holding this envelope to open it and gorge on the contents inside.

Each of the six short sentences on the back of this envelope are designed to give six separate reasons why the customer should take a look inside. Very important this – those phrases on both the front and back of that envelope are designed to get the envelope opened – NOT sell the shirts. So many business owners forget this. When they’re putting marketing material together,

they try and sell the product in the leaflet or the flyer when, in truth, the purpose of the leaflet or the flyer say, is simply to get the customer to pick up the phone and have a conversation. I see this time after time, week after week with lots of businesses.

Golden Nugget 1:Make sure you are crystal clear what the objective of your marketing piece is. In this case, someone at Charles Tyrwhitt has spent considerable time and effort designing the words and layout that will go on an envelope – the objective of which is to get it opened. This matters. A lot.

When I opened the envelope, what was actually inside it was a 36-page catalogue. A4 size with plenty of nice photography and lots of shirts, cufflinks and ties. Everything mentioned on the envelope is included and, in truth, the catalogue feels a bit more like a magazine than a standard catalogue.

What really caught my eye though – and is truly world class marketing – is page 4, which I’ve reproduced in full for you on this page. Its heading is “What Makes a Charles Tyrwhitt Shirt a Proper Shirt?” and then there is a list of the 10 “quality credentials”.

What this page does is tell their customers why they should buy a Charles Tyrwhitt shirt as opposed to any of

What youare up againstI get direct mail from Charles Tyrwhitt most months. They send a lot of mail. Not only that, but it’s really good direct mail which, I expect, generates them a lot of sales.

Now some of you may be thinking what on earth has a men’s shirt retailer got to do with my business – and the answer, I think, is “Quite a lot actually”. You see, companies like Charles Tyrwhitt and Laithwaites Wine set the standard by which all marketing communication is judged. And that means that if your marketing does not communicate as effectively and engagingly as these guys do, then it will not be as effective.


the other dozens of manufacturers available in the high street.

Look closely and carefully at how each of those 10 points are constructed.

Did you see how each one begins with a feature and then links that feature to a benefit?

This is another basic marketing premise that so many business owners get wrong.

It’s easy – and lazy – to just list your features. But people don’t buy features. They buy benefits and if you don’t articulate your benefits in a crystal clear manner then you’ll be missing out on sales. Period.

Let’s look at some of the examples here:

7. Crossover stitched buttons (feature) … don’t fall off (benefit);

4. Twin needle stitching (feature) … for a clean, smart look (benefit).

5. Side gussets (feature) … for reinforced strength (benefit) and extra long shirt tails (feature) that stay tucked in (benefit).

You get the picture?The significance of this is that some of your customers will buy Charles Tyrwhitt shirts.

They’ll receive marketing material from Charles Tyrwhitt. It doesn’t matter that you don’t sell shirts – it matters that your marketing is not of the same standard as they’re used to and therefore your business will not be perceived in a comparable way.

In many respects, it’s like comparing amateur dramatics to a West End show. See two performances in the two different venues on two consecutive nights and you’ll be left in no doubt as to the massive difference between them.

Golden Nugget 2:I’m on a lot of mailing lists. I go out of my way to get on people’s lists so that they send me their marketing material. That way, I’ve got a good feel as to what’s going on out there. When I see good stuff, either in the mail, or in an advertisement say, I keep it in my ‘Swipe File’ so that when I’m building my own marketing, or helping one of our thebestof businesses with their marketing, I’m not starting with a blank piece of paper, but I’ve got different points of inspiration and ideas from which I can draw.

If you’re a business owner and you’re serious about taking your business to the next level then you know that the quality of your marketing will play a big part in this and building your own Swipe File can make getting that quality marketing right much, much easier. And it’s fun!



Coming Soon

Our aim is to provide the best businesses in Farnham with aworld classmarketing 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.

Our 17 marketing tools

thebestof Farnham is run by Martin Davidge-Stringer

Here at thebestof Farnham, 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.

Call Us: 01252 324741Email: [email protected]

Local firm of Chartered Accountants & Tax Experts, AVN Picktree, has taken an unprecedented step to help their clients in these difficult times. They’ve invested in an initiative called “The Business Growth Programme”.

AVN Picktree clients have FREE access to “The Business Growth Programme” - one of the world’s leading business growth solutions that’s helped to generate tens of millions of pounds for companies in different industries around the globe. It’s a UK system; built, developed and improved over a 15 year period.

AVN Picktree Director Rick Peet says, “We’re delighted to be launching this valuable time-tested resource to our clients. Investing in the leading business growth and marketing systems, so our clients can get free and expert help, shows how committed we are to helping our clients prosper during these tough times.”

To find out more about “The Business Growth Programme” call 01252 710 333 or visit www.businessgrowthaccountnts.com

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


thebestof Farnham Newsletter - November 2012

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Transcript of thebestof Farnham Newsletter - November 2012