PBL Articles

Marketing is not a luxury, but rather an essential. The best part is that this can be 100%.free! But first things first, you need to ask a few questions before taking advantage of the free stuff.

Know what makes you different

What makes your product or service different from that of your competition? Research your competition. What are they doing? Where are they? Are they missing an opportunity? Does your product or service stand-out in comparison? What benefits would your potential customers have buying from you rather than from your competition?

Know your customer

What are your target customer’s expectations? What are their buying cycles? What benefits are they interested in? How do they define value? What influences their purchasing decisions? What price are they willing to pay? Why would they buy from you rather than from your competition?

Get Word of Mouth Referrals

Word-of-mouth referrals are, by far, the best method of getting new customers, not least of all because they are free. They are also about trust. As consumers, we are bombarded daily with messages about why we should buy product ‘X or Y’ to a point where it is difficult to differentiate.

Offer Incentives

You can also give your existing customers an incentive to refer you. The more personal, the better. I suggest building a relationship with your customers and then just simply ask them who they think may also benefit from your product or service. It is amazing how people will help out when simply asked. If you do get a referral, a thank you call can do wonders as can an unexpected discount, or freebie, the next time that client deals with you.

Giveaways

Event organisers are always on the lookout for great giveaways that fit with their event. Consider donating your product or service to an event if the audience fits with your customer base.

Prepared by Leon Honour, Director of Pittwater Business Limited and joint owner of Limelite Studio in Collaroy. Limelite Studio is a national award winning portrait studio specialising in capturing your story through photographic artworks. For more information please visit www.limelitstudio.com.au

The Northern Beaches Local Business Awards in 2009 were a great inspiration to hundreds of SMEs on the Peninsula who took the opportunity to compete for a finalist position in the awards. Nearly 500 people packed the Dee Why RSL auditorium for the presentation of the category winners on Wednesday 1 July.

Clearly the businesses involved take these awards really seriously and on the night enjoy the opportunity to reward their staff with a great night out plus the lucky ones get to bask in the limelight when they are called on stage to be presented with the winner’s trophy. In attendance were representatives of all the sponsors of the awards and PBL, being a supporter of the event this year, was represented by Directors Keith Ralfs and Richard Morgan.

I was honoured to join a long list of notable local people who presented the trophies on the night including Mackellar MP the Hon Bronwyn Bishop, Mayor Michael Reagan of Warringah Council, Mayor Jean Hay of Manly Council, Stephen Robertson President of Warringah Chamber of Commerce and Steve Indersmith of Peninsula Living, the Media Partner of the 2009 Northern Beaches Local Business Awards. Finalist and winner details can be found in the August editions of Peninsula Living.

The Board of Directors of Pittwater Business Limited joins the community in offering its congratulations to the finalists and winners of the 2009 Northern Beaches Local Business Awards.

Richard Morgan

Richard Morgan is a Director of PBL, and was Chairman in 2008. He is Principal and CEO of The Pittwater House Schools at Collaroy. Pittwater House is a non-government school and proud to be one of the not-for-profit business members of Pittwater Business Limited.

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