Thursday, 14 April 2011

What is Marketing and How does it affect my business?

Let's start with a CIM description of marketing:

"The management process responsible for identifying, anticipating and satisfying customer requirements profitably"
Chartered Institute of Marketing (CIM)

Marketing in its broadest sense is defined as above, however with technologies and business methods progressing each day, the term 'marketing' is becoming a more evolved phrase.

What do we mean by marketing?
In this context we are talking about marketing in the CIM definition and we will be posting information soon about the more exciting areas of marketing!

To break this down;


We need to identify the needs of our potential customers and this can be achieved in a number of ways. Firstly and this is really a different conversation but do we know who our customers are? Do we have a sound knowledge of them in order to define their needs? Assuming that we do, our next task is to conduct 'market research' - we must collect information relating to the potential needs of our customers.

This maybe through cold calling, surveys, e-marketing campaigns which require a response or talking to other businesses, friends and family - now of course, your market research is again a different conversation because in order for it to be effective and accurate it must be targeted! Purchasing databases, compiling your own or tapping into an existing client base are all ways to achieve this accuracy.


So, we have gathered our market research, we are assuming that it is relevant to our target audience, we now know what their needs are. The next stage is to anticipate their want for your products/services. How do we achieve this? Through our 'marketing campaign' - again overlapping into future or existing posts - we must use the information we already have about our target audience and the results of our market research to tailor our marketing campaign.

We have mentioned 'marketing campaign' many people have just clicked off the page as they saw £ signs floating infront of their eyes - the term 'marketing campaign' often conjures images of having to spend lots of money - this is not the case!
Your marketing campaign, providing that it is targeted towards your target audience can be on a shoe-string (with the understanding that this needs to be inline with your industry aswell).

A marketing campaign consists of different elements; firstly you must have a clear understanding of why you are forming the campaign for example; brand awareness or launching a new product. Your use of various mediums (methods of marketing) to promote your products/services must relate to your target audience. Using a range of mediums usually works well, as this provides a consist message about your business and the products/services you offer.
Mediums include; radio, tv, press and online marketing. These can be mixed with promotional materials (flyers etc.) in order to maintain the interest of your target audience (this relates to understanding your target audience!).
Often overlooked when implementing a marketing campaign is the method in which you can monitor activity, for example; how successful the campaign and mediums used were. This can be made simple if your campaign is targeted and relevant, as there should be less waste (ie: missed (potential customers) and simply asking customers when they contact you, how they found out about you is also a great way!


At this point in your marketing overhaul, you have identified your target audience, discovered their needs and wants and have hopefully anticipated their interest through your marketing campaign. The next stage is to satisfy those needs and wants which have been identified through market research and which have brought customers to your door through a targeted marketing campaign.

This is where marketing and branding collide and you must uphold the promises which you have made in your brand image and marketing campaign. Ensure that within your campaign, phrases used for example; "FREE Installation" or "1st Class Customer Service" can be witheld, do not make promises that you cannot keep, as this is where the 'satisfaction' element of your marketing campaign will fall down.

Be aware that once your marketing campaign is launched, providing it is successful, a flood of customers will be coming to you for those products/services promised; do you have enough staff available, can you get the stock from suppliers quick enough and is everyone in the company aware that there is going to be a marketing campaign (this again overlaps into branding however you do not want a customer to arrive and say 'I saw xxx in the press, can you tell me if its available?' and a staff member to say ' not sure ... uuummm...' - its all about the customer service!)

Essentially we have covered the three main areas listed in the CIM definition of marketing, we aim to provide a basic over view of the steps needed to create a successful marketing campaign and to be able to manage all processes from start to finish.

We hope that this blog has been useful for you and please keep your eyes peeled for future blogs talking about a few points mentioned here ....

Thank you!

Monday, 21 March 2011

Marketing Tips for Free On Facebook - Courtesy of Pensar Marketing!

Join Us on Facebook - / Search Pensar Marketing

We are excited to be offering 'Marketing Support Networks' and 'Free Marketing Reviews for Your Business'
Pensar Marketing aim to grant you the freedom you need to invest in your business ...
For more information please check out our website:
Contact Us on 07951091900 for more details about how we can help you, marketing your business!
Keep Your Eyes Peeled for Free Marketing Tips on Our Blog!!!
We look forward to hearing from you soon!

Thursday, 18 June 2009

Pensar Marketing - Offers of the Month!!!

A New Month of Offers from Pensar Marketing!
The focus from June 15th til July 15th is 'Marketing Plans'
At anytime marketing is considered to be an important tool in for all businesses, at Pensar Marketing we believe that marketing is important and that any marketing plans you put in place are bespoke to your business.
Bespoke Marketing advice, planning and implementation is exactly what Pensar Marketing will deliver working with you to ensure that we fully understand your marketing needs.
This month there is only one offer as this is a key offer for June/July - Marketing Plans at £350 (usually £600)
For £350 you recieve;
- Initial consultation
- In constant contact with you to ensure the plan is bespoke for you
- Market Research
- A Detailed Plan (from 6 months to 3 years timeline)
- Ongoing advice & support
- Implementation (up to 2 hours)
- An electronic & hard-copy of your marketing plan

If you would like to chat about your marketing needs please contact Sara for a FREE consultation!

Thank you

Monday, 8 June 2009

Fans on Facebook....

Hi Ladies & Gentlemen,

I have given in to my dislike of Facebook after having experienced the problems facebook can cause in your personal life and jumped on the bank wagon in order to reach a varied and new audience for Pensar Marketing.

I have set up a page and admittedly it does need some work however if you have a facebook page and would like to swap being a fan (or join my page!) then please feel free to click on the link below (or copy it into your browser);
Hopefully it will work for you - alternatively type Pensar Marketing into the search box on facebook.

I do believe that facebook can work for certain business sectors and I am hoping that marketing and business services is one of them. I feel that to be connected through social media (particularly online) including twitter can at the least boost your brand awareness and fingers crossed create a well-rounded brand able to connect to its clients through a wide range of mediums.

Thanks again - if you need any advice on marketing or business please do not hesistate to contact me.

Sara /

Wednesday, 3 June 2009

Does Your Business Have a Plan???

Now this has nothing to do with the 'R' word - as this has finally been banned in our household considering the situation with Corus & my partner's job. However it does have an implication on your business and one way of avoiding a crisis is to provide your business with a sound and secure plan for the future.
We all undertake some form of planning every day in our personal and business lives; getting the children to school, taking the dog for a walk, getting married, going to the shops, going on holiday, having a meeting or starting up a business - each time we put steps in place to achieve one or more things we are 'planning'.
For some firms planning will come as a natural process within their business, for some planning for the present let alone the future will not be considered and can put the business under uneccessary stress and pressure.
When you started in business did you have a plan? How does this plan look now? Could you look back at your plan and say it was realistic? Have you achieved what you wanted up til this point? Everyday I talk to clients from a wide variety of backgrounds and situations, from pre-start to established and everyday at least 4 out of 10 will tell me 'I did not have a plan when I started', 'I don't even need a plan', 'What good will looking at the past do for me?', 'Why should I change my plan?'
Hard to believe that these answers would stem from within the business world, but they do. It is not tragic, nor is it vitally important that they recognise having a business plan can strengthen the focus of their business, give them goals to work towards, inject motivation and enthusiasm into the day-to-day running of their business.
I write business plans for businesses at all stages in their working cycle and each plan is tailored according to the individual needs and aspirations of that business, not one plan is the same. This is the important part of developing a business plan - ensure that the individual or agency that develops your plan is working with you, not for you and that your goals and ideals for your business are fully understood before progressing any further. Most agencies/consultants will offer a free consultation and it is wise to use one that does because it will allow you to get to know them better and to fully understand how they work - after all developing a business plan is a personal, intricate document which provide guidance for staff, partners, investors and any stakeholders interested in the business.
For pre-start and start-up businesses Business Link (dependant on circumstances) can fully or part fund the development of your business plan - so why not take advantage of it!
Tips for your business plan;
- Be select in who you choose to develop your plan
- Consult any previous plans and consolidate what has worked, what has been achieved, what you would like to achieve in the future and how you would like to do this
Your Plan should include;
- Personal Details
- Summary of your business
- Products/Services
- Customers
- Marketing
- Competition
- Operations of the business
- Sales & Risk Analysis
- Cashflow forecast
- Plans for the future

Each agency or consultant will have different methods, styles and formats but the basics will remain the same. I hope that this has inspired you to pull out your business plan and evaluate where you business has been, where it is now and where it will be in the future.
If you would like any further info on Business Plans or would like a free consultation via phone, email or in-person (Tees Valley only).
Sara /

Tuesday, 5 May 2009

Blog About Something...

This has been my tip of the week - "Blog about something.." Everyone I have spoken to regarding my blog, how to use it and how often have all given me the same (not so helpful) reply "Blog about something.." What does that even mean? My blog must have a purpose, a reason for people following it and a reason that I spend time writing on it. Okay I understand that part loud and clear! My question being now; "What do I blog about?"

I have been advised that a blog is a great tool for your business if used in the correct way. Yet, not one person has explained to me what 'the correct way' is. My business 'Pensar Marketing' does not churn out interesting stories, lessons learnt or ideas that are of any interest to anyone else but me (and even then sometimes they do not interest me!) - so what is classed as a good blog? a blog people like to follow? a blog that is beneficial to your business?

My task this week - To discover how to create a good blog, a useful blog for my business, interesting for my followers and most importantly to find "something to blog about..."

Any help, tips or advice would be greatly appreciated!

Thank you.
Sara /

Monday, 4 May 2009

A New Look for Pensar Marketing!

Pensar Marketing is back! We have been keeping a low profile for while during some changes which are going to improve the overall performance of Pensar!
Our website is still to be changed but our services have had a spring clean and now we are focussed on creating business opportunities for the future.

I am still trying to get used to blogging and twitter and am putting a ban on facebook as it drives me mad! But all this new technology really does help encoruage entrepreneurship, we are able to reach information, guidance and support from many different avenues, all of a sudden distance is no longer an issue and opportunities can come from anywhere.

Pensar Marketing would like to take this opportunity to re-acquaint itself with the blogging process, its follwers and hopefully attract some new followers by starting a fresh and letting you get to know us!

We are a small freelance business based in Redcar, North East England. We have clients of all sizes and from a variety of sectors. Our aim is to provide flexible, professional, reliable freelance services to those businesses who are struggling with the day to day running of the business, those who need a little helping hand around the office but cannot afford to hire staff and those who are looking to improve the marketing capabilities of their business.

Our Services include;
1. Administration
2. Marketing
3. Network Co-Ordination
4. Content Writing
5. Business Representation
6. Bespoke Event Organising
7. Personal Assistant Services (P.A.)

We have experience and knowledge in each of our areas, our strengths lie in being able to grant you the freedom to think about the future.....

If you would like any other information about Pensar Marketing, our services or how we can help your business develop its premises, marketing plan or administrative area then please do not hesitate to contact Sara on 07951091900 or via email at

Thank you for being a follower - I hope that from now on you will have something to follow!