Holden P.R., Wilde N. Marketing and PR on a Shoestring

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Marketing and PR

on a Shoestring

Getting customers and keeping

them . . . without breaking the bank

Philip R. Holden and Nick Wilde

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First published in Great Britain 2007

A & C Black Publishers Ltd

38 Soho Square, London W1D 3HB

stored in a retrieval system, or transmitted by any means, electronic,

mechanical, photocopying or otherwise, without the prior written

permission of the Publisher.

No responsibility for loss caused to any individual or organisa-

tion acting or refraining from action as a result of the material

in this publication can be accepted by A & C Black Publishers

Ltd or the authors.

British Library Cataloguing in Publication Data

A CIP record for this book is available from the British Library.

ISBN: 978–0–7136–7546–7

eISBN-13: 978-1-4081-0177-3

This book is produced using paper that is made from wood grown in

managed, sustainable forests. It is natural, renewable and recyclable.

The logging and manufacturing processes conform to the environ-

mental regulations of the country of origin.

Design by Fiona Pike, Pike Design, Winchester

Typeset by ReﬁneCatch Ltd, Bungay, Suffolk

Printed in Italy by Rotolito

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CONTENTS

Preface v

Acknowledgements vii

1. What’s so different about small business? 1

2. First steps in the planning process 24

3. Finding out about customers 39

4. The beginnings of strategy 62

5. Keeping customers 101

6. Getting new customers 137

7. Keeping it going 180

Index 197

iii

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PREFACE

There is always a chance that you are the kind of reader who starts

at the beginning and works your way through a book. If not, then

you probably aren’t reading this.

If you are, then we’d like to make a couple of observations.

The ﬁrst is that this is a book about marketing. So, if you picked it

up thinking it was going to give you 100 ways to ‘close that sale’,

think again. Marketing doesn’t work like that.

The second is to say that the ﬁrst line of the preceding paragraph

wasn’t quite right. This is a book about doing marketing. We there-

fore respectfully suggest that you read this book with pen and paper

in hand and your PC turned on, since you should be doing as much

as you are reading about marketing.

Actually, there is a third point to make.

While we have written this to teach people how to market their

business ‘on a shoestring’, no-one ever got richer just by reading.

Once you start doing what we suggest, you’ll effectively teach

yourself. If you do, this book will have worked.

Wisdom is knowing what to do next.

Skill is knowing how to do it.

Virtue is doing it.

Phil Holden & Nick Wilde

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ACKNOWLEDGEMENTS

Dedicated to my Dad and all he’s taught me.

– Phil

To the memory of Stuart Wilde, who inspired me in so many ways,

and to my Dad for introducing me to business.

– Nick

Philip R. Holden

Phil is an experienced marketer, having worked in marketing since

leaving University College London with a degree in Anthropology.

He is also an experienced teacher, trainer and consultant, having run

his own marketing communications business before joining Charities

Aid Foundation where he helped launch the CharityCard. He is the

programme director for the MA in Marketing Communications and

devised the marketing component of the MBA in SME Management

at the University of Greenwich. He is a researcher with a PhD nearing

completion at the University of Manchester and is a founder of

www.pleasewalkonthegrass.com, the creative challenge consultancy.

He lives in Kent with his wife, children, a dog and a tortoise.

Nick Wilde

Nick’s career started with a degree in International Marketing and

has seen him working in the holiday industry, market research, the

food import industry and, most recently, in education. As a ﬂuent

Spanish speaker, he is an experienced consultant and educator

internationally, having worked in the US, Mexico, Argentina and

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Spain as well as developing links in other European countries, includ-

ing Scandinavia, and in China. He is an expert in sports marketing,

advising on branding, merchandise and development programmes

in the UK and abroad. He acted as marketing consultant to the

Charlton Athletic United States Soccer Academy (CAUSSA). He is a

member of the Sports Marketing Association in the US and a visiting

lecturer in Sports Marketing both on the highly acclaimed MBA

Football Industries Management at University of Liverpool (where he

will shortly complete his PhD) and at Brunel University. He is a

founder of www.pleasewalkonthegrass.com, the creative challenge

consultancy, and lives in London with his wife . . . and no pets.

ACKNOWLEDGEMENTS

viii

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1WHAT’S SO

DIFFERENT ABOUT

SMALL BUSINESS?

If you’ve ever picked up a book about marketing or business

before, you’re probably familiar with the kind of text book

that starts with deﬁnitions. Maybe it then goes on to tell

you some of the history of marketing. Next, it will go on to

regale you with tales of the marketing success that big,

often global, companies have enjoyed. Some of the more

entertaining books also tell you about some of the failures

of large companies, which allow us a certain frisson of

pleasure because we’re sure we wouldn’t make those kinds

of mistakes.

This isn’t that kind of book.

You can be small and successful

If you are starting or running a small business it’s certain that you

have in mind one of the following objectives:

1. to survive

2. to stabilise

3. to grow

And, although these might also apply to larger companies, the