Now events are back in full swing , the focus is on delivering them . For some ( in my view the impact is greater on small businesses ) there is no time to consider a marketing strategy .
Nevertheless , those falling into this category should be considering it .
The current focus may be on getting through a busy period , fixing staffing and other pressing issues , but business is never guaranteed . Competition is increasing . If you want your business to remain busy , you need to do more than simply deliver a good service , you need to stand out , ensure everyone is aware of the wonderful work you do and keep an eye on opportunities ( and pursue them ). This doesn ’ t mean you need to do everything . It is better to concentrate your marketing and do it well than spread it across multiple channels and water down its effectiveness . Most important is to have a plan and a reason for what it is you choose to do .
More than promotion A key way to understand marketing and its importance is to recognise that it ’ s about more than promotion . Marketing is about listening to and anticipating the wants , needs and pain-points of clients and customers so that you can improve your service and give them exactly what they seek through the delivery of a seamless end-to-end customer experience . This , in turn will win you more business now and in the future .
Marketing is understanding what your business is , finding out who you want to target and seeking out the best way to reach them .
This is the approach we have taken at ESSA . We listened to our members and took on board their wants and needs in order to show demonstrable proof of their commitment to achieving the highest standards of health and safety benchmarks to operate in a safer and more sustainable way .
Some of this work resulted in the creation of ESSA Accredited , an annual company-level accreditation that offers reassurance to exhibitors , organisers and venues . This service has been well-received and yields positive results for us in attracting new members and ultimately ensuring the safe delivery of events .
ESSA Accredited also provides accredited member suppliers and contractors with that all-important tool to stand out amongst the competition , without having to invest in promotion .
Which leads me back to my first point regarding marketing investment and how it may be out of reach for many small businesses . This doesn ’ t have to be the case . Marketing doesn ’ t have to be a luxury that only the big companies can afford .
In addition to the many free marketing tools available to any business , such as social media - which , contrary to popular belief , does not have to be onerous , time-consuming or expensive to maintain - joining an association is one way to receive marketing benefits without having to invest too much time or money . Being a member of an association immediately sets you apart from the competition . For example , all ESSA members must agree to adhere to our Code of Conduct and Quality Service Charter .
In addition , when organisations join an association , they instantly become part of a community and receive support in key areas , including marketing . Many successful marketing strategies include networking – understanding who you want to reach and allowing you to find out what they want – and joining an association presents numerous networking opportunities .
There are a host of benefits members receive when they join ESSA and many of these help to raise the profile of a business with minimal effort . Members can promote themselves to other businesses and potential clients through our membership directory . Regular events are held for members , allowing them to learn more about the market they are operating in , meet like-minded business owners , glean
Andrew Harrison
“ Marketing is understanding what your business is , finding out who you want to target and seeking out the best way to reach them ”
best practice top tips for continual improvement , and better understand how to reach their customers so their businesses can grow .
Most of all , joining an association is joining a ready-made network of support and becoming part of something bigger thus increasing your ability to be seen . When membership grows , businesses grow and the industry becomes stronger - and safer – as a result . It ’ s a win-win for all and it doesn ’ t require a big marketing budget to get there . EN
July — 45