As some of you may know, I host a radio programme on Sunday morning’s on City Talk 105.9 FM. This week, I will be talking to the author of recently published business ‘handbook’ ‘Bright Marketing’ Robert Craven.
Robert was a keynote speaker at the excellent Small Firms Summit event organised by Private Sector Partners (PSP) in Burnley recently. He is an energetic and engaging presenter, described by the Financial Times as an ‘entrepreneurship guru.’
He heads up the Directors Centre, and his latest book challenges conventional business thinking, particularly in the area of PR and marketing.
He asks why should people bother to buy from you when they can buy from the competition? What makes your business different from the rest?
Robert contends that by midday of a typical day, we have seen or heard some 4,000 marketing messages-in newspapers and magazines, on the television and radio. Much of this ‘noise’ he argues, fails.
He explores how businesses can ‘stand out from the crowd.’ His methods are, in part common sense, but also somewhat controversial. For example, how do you feel about putting your prices up by 10% and dumping what Robert describes as the ‘pond life’ of your customer base?
‘Bright Marketing’ is a fascinating read, well worth a look if you are hoping to shake things up a bit in your business. And, if you haven’t done so already, get hold of Seth Godin’s ‘Purple Cow’. This is another must read publication for any business owner manager.
Tags: Bright Marketing, Downtown, Preston