WE'LL SHOW YOU A CLEAR PATH THROUGH TO MEET YOUR BUSINESS OBJECTIVES
STRATEGY - TACTICAL PROGRAMMES FOR THE SMALL TO MEDIUM SIZED BUSINESS
CHAT WITH US
Setting off on the correct path
You’re here because you need marketing help of some kind, which could be new and regular content for your website and social platforms, or it could be a marketing campaign with a specific driver or objective in mind. It might even be a T-junction situation with a decision to be made about which route to take next.
Whatever point you're at with your business, we need to be sure you're on the right path with a clear route ahead. That way we can avoid unnecessary spending, take away the guesswork and instead produce a marketing proposal designed to help you meet your stated objective. The marketing proposal could contain a research and insights element, a strategic element and/or a tactical/operational element. It depends entirely on what you want marketing to acheive for you.
Long term better value
It's all about value; adding value to your business rather than simply executing a task. And to do this we will seek to understand your strategy, goals and aspirations first. It could be that you don't have a formal strategy - so that is something we could work on if you wish.
We’ve been around a while and have become immersed in many different types of small to medium sized businesses. Our marketing and industry experience lies in business to business, and in the direct to consumer fields of brewing, Independent Schooling, recruitment, membership organisations and hotel and leisure. Ultimately, we're in the business of understanding people - your customers.
“Finkk Marketing collaborates with associates Finkk Ltd, to offer creative design and website development. Collaborating in this way delivers consistency for the brand and a competitive price across many services.”
A SOUND STRATEGY PROVIDES THE PLATFORM OFF WHICH TACTICAL INITIATIVES CAN BE LAUNCHED
Businesses generally have a good awareness of their business environment, so it is a case of extracting and prioritising that information. This forms the beginnings of a marketing plan. In some cases, it is necessary to compliment what the business already knows by doing further desk research in order to get the deeper insights. Time spent on this first, delivers a better outcome in the future. And once in the habit, it becomes a top up process rather than one off exercise, always feeding back into the marketing plan. Attitudinal research may also be a requirement to benchmark current attitudes of customers towards a company.
The closer we are to the business, the better the marketing plan. Finkk Marketing will take a business through various marketing models in order to show a different perspective and one that a business may not have thought of before. Or a business may be really quite well advanced and there is enough of a brief from their own marketing plan to launch into tactical measures straight away, with a marketing campaign (comprising one or all of the following - advertising, PR, content marketing)
THE COMPANY WITHOUT A STRATEGY IS WILLING TO TRY ANYTHING - MICHAEL PORTER Let's not be that company
Briefing for a marketing campaign
A brief from the client will be needed for a marketing campaign and the more comprehensive, the better the result. Please see the attached PDF for information required. If the answer to some or all of these questions is not clear, then it is advised to take a step or two back and start work on gaining further insights.
A marketing campaign is created once you are clear of the direction you’re heading in. It generally encompasses advertising, PR and content marketing and will involve media buying, content creation and conceptual work for advertising.
Our campaigns are based on well thought out design and copywriting concepts, the heart of the campaign, through to meticulous project management and budget control.
All marketing campaigns are fully integrated, with a well thought out advertising mix incorporating traditional media i.e posters, radio, through to content marketing. All campaigns are monitored throughout and results fed back on a regular basis to ensure objectives are still being met.
“Dawn utilises her skills and marketing knowledge to best advantage in a complex technology driven business. She applies strategic tools and different ways of thinking to help us prioritise our efforts across our diverse markets within the UK.”
Peter Ho, General Manager Fischer Instrumentation GB Ltd
In our experience, companies scream out for ideas and structure to their content marketing programme; for someone to make sense of digital marketing in it's wider context; in a world where customers get savvier, customer journeys get more erratic and new technologies and platforms spring up every day.
Content Marketing Definition
"Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action."
Institute of Content Marketing
All Companies Face Content Marketing Issues
Content marketing is a specialism in itself, having evolved in response to the proliferation of digital platforms, making the choice of where and how to market yourself much more complex. It can take an inordinate amount of time if not properly thought through and organised.
Content Marketing Organisation & Planning
Planned content strategies with a purpose can reap satisfying results. If you find yourself on a stop start content marketing plan, consider that an outside perspective can introduce a new vitality and the resources to stick to the plan.
“I have regular Google Analytics bespoke reporting from Dawn/Finkk and find the insights I gain to be of good value, particularly as I invest substantially in PR. I have analytics goals in place and am pleased that we’re now using Google Analytics to best advantage. ”
Simon Scutt, Founder/Owner On Foot Holidays
THE LANDSCAPE MAY BE WIDE THE SKILL IS THE RIGHT CONTENT IN THE RIGHT PLACE AT THE RIGHT TIME
Digital Marketing Power
So you're looking for a digital solution only?
We split the digital side of the business into 4 parts, starting with digital insights in terms of how well your website and current digital marketing is performing together with the digital landscape in which you trade.
Content can be standalone if you have systems in place and just need a top up of content ideas and someone adding to your content hub.
Planning and measurement
Planning tends to go hand in hand with insights and content generation. Many businesses get going on content marketing, but find themselves drying up and then losing faith in what they're doing with it.
Measurement is more attainable than ever before but unless you have an automated marketing system, we'll need to put pen to paper and devise a system (manual or otherwise) which works for you.
Insight gathering using your Analytics package and other mostly free tools. This, combined with industry experience and a smattering of common sense provides a firm foundation on which to build and clear objectives which simply make sense.
Packaging company knowledge into really useful content and presenting it in an informative and attractive way. This also deals with the 'where' and as such goes hand in hand with planning. We'll find the best channels for getting your stuff in front of the right people.
Is there a case for you to utilise a marketing automation package? Suits some business but not all. There are other tools for the smaller business that, for a small monthly fee, help keep your content marketing organised. Write the plan, stick to the plan, modify the plan following the measurement stage.
This is tied in with planning because there's no point planning if you're not going to measure your efforts. We utilise many resources to measure sentiment as well as number crunching data and produce the outcomes in colourful, visual reports.
Finkk Marketing is a marketing consultancy designed for the small to medium-sized business, looking to grow their business in an organic, manageable way. We help you define what you need and then we plan what needs to happen. The road then splits; we can empower you to action the plan yourself or we can project manage it for you.
I created a marketing consultancy business in 2000, following a period in client-side b2b marketing, two career moves at Dun & Bradstreet International and six years running b2b and b2c accounts for a regional advertising agency. To set up as an independent was to bring greater marketing depth into client proposals while maintaining CPD with the Chartered Institute of Marketing. Finkk Marketing forms part of an established partner network comprising graphic design, web development, video production, printing and other ancillary services; relationships developed over 25+ years in the industry. This delivers a leaner and more driven way of working as everyone is accountable and committed.
The core team behind the Finkk brand previously worked together in a large regional full-service advertising agency and the relationship has remained strong ever since.
The office is located in the centre of Salisbury, adjoining the City Hall and facing the Salisbury Playhouse. The Millstream Car Park is minutes walk away from the Finkk Marketing office. Google Map.
REFLECT ON WHAT YOU WANT TO ACHIEVE
“I have recommended you guys as not only producing excellent work but also being mindful of costs, keen to develop new client relationships and highly responsive”. Paul Dyer, Influence Inc
“Working with Finkk Marketing has worked really well for us. We have been able to tap in to a wealth of creativity and marketing expertise, safe in the knowledge that we have costs controlled and a targeted approach. We never could have made the market impact we did without their help. The creative work produced by Finkk has been amazing. They fully understood the brief and produced images that truly captured what we wanted to express“. Bursar Moyles Court School
“Dawn utilises her skills and marketing knowledge to best advantage in a complex technology driven business. She applies strategic tools and different ways of thinking to help us prioritise our efforts across our diverse markets within the UK.” Peter Ho, General Manager, Fischer Instrumentation GB Ltd
“I have used Dawn on several projects and she is a creative and flexible supplier with good ideas for a wide variety of what we consider to be, quite technical products. Often we give her very basic briefs but she always comes up with plenty of innovative and interesting concepts” Pete Bond, MD Superior Technologies Europe
“Finkk Marketing is a long standing and reliable supplier who provide quick turnaround of our marketing collateral and at a price we consider to be really good value.” Mick Watt, Royal Institute of Navigation
COMPANIES WHO HAVE TAKEN THE PLUNGE AND TRUSTED US TO BECOME PART OF THEIR BRANDS
by Dawn on 20 Feb, 2018 - Comments Off on Spring Clean Your Marketing Data
Caring about your marketing data and database has always been an important priority for every business professional, after all, it’s a great asset, as too is your CRM. Despite good intentions, the realities are often different and time pressures inevitably lead to shortcuts in good data management and over time, it becomes ‘messy’ and less […]
by Dawn on 02 Nov, 2017 - Comments Off on Eight free content calendar templates to help plan your output
Content marketing only works when planned. Throwing out the odd article, blog or news item is neither satisfying or productive but planning ahead and setting a few measurable objectives is. There is no better place to start than with a simple manual planner to help organise your thoughts or your team’s thoughts. If you get […]
by Dawn on 01 Nov, 2017 - Comments Off on How Marketing Technology Is Recasting the CMO Role
Although the article in AdWeek relates to the bigger company with a Chief Marketing Officer (CMO), marketing technology is developing at such a pace that it is achievable for many much smaller companies to jump onboard; young companies particularly who aren’t saddled with more traditional CRM and marketing systems, where the transition is much more […]
by Dawn on 29 Oct, 2017 - Comments Off on Localised Digital Marketing: How Brands Like Airbnb And WeWork Are Leading The Way
A four-point checklist on localised digital marketing, after investigating what are becoming two iconic case studies Airbnb and WeWork. Of course, the four-point checklist only hints at what has made these two enterprises what they are, but for the small to medium sized established business, seeing new ways of looking at their own business can often kick-start a new way […]
by Dawn on 12 Sep, 2017 - Comments Off on 8 Essentials Of Creating A Sustainable Advocacy Programme
Advocacy programs are used by just 20% of brands according to Marketing Charts cited in the Forbes ‘8 essentials of creating a sustainable advocacy programme’ article. Whenever mulling over a marketing problem to be solved, taking a fresh look at your current customers is often a good place to start – the customers that are […]
by Dawn on 31 Jul, 2017 - Comments Off on How will GDPR and ePrivacy Affect Your Business?
The new GDPR laws are due to come into force on 25th May 2018 and ePrivacy laws should be about the same time although there is no date set. Key Points The impending GDPR and ePrivacy laws will work hand in hand. GDPR has 4 governing factors regarding personal data (from your database or purchased from […]