Kraken Business

Category: Sales & Marketing

  • PR: the basics

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    PR – or public relations – means getting people to talk and think about your business in a positive way. It can be a vital weapon in your business’ armoury. It’s a way to get good publicity without advertising. Also if there’s ever a problem facing your business it helps you deal with it effectively. You can…

  • Manage the risks of exporting

    Manage the risks of exporting

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    Exporting can be a great opportunity to develop new customers and increase profits. However, trading internationally presents extra risks and challenges. You can’t eliminate these risks altogether, but you can manage and minimise them. This guide looks at how you can control the risks, and the different risk management and insurance services you might use.…

  • Advertising: the basics

    Advertising: the basics

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    Advertising is an important component of your marketing strategy. The aim is to promote your business and communicate the information you want to send to your intended audience, usually with the aim of increasing sales or making your audience aware of your products or services. Until a customer deals with you directly and actually buys your…

  • Choose and manage an advertising agency

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    Advertising can increase sales and raise brand awareness for your business as part of your marketing strategy. You can organise your own advertising directly with media outlets, eg newspapers, trade magazines and radio stations, but you may find it helpful to use an advertising agency if you feel you lack the knowledge or time. Advertising…

  • Develop an e-marketing plan

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    E-marketing means using digital technologies such as websites, mobile devices and social networking to help reach your customer base, create awareness of your brand and sell your goods or services. These technologies can be used cheaply and effectively, whatever the size of your company or your business model. The basics of marketing remain the same…

  • Email marketing

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    Promoting your products or services by email can be a powerful and flexible form of direct marketing. Through email, you can communicate your messages more quickly and cost-effectively than using paper-based marketing. You can tailor your message to specific types of customer. You can also build customer relationships and acquire new customers through relevant, well targeted…

  • Telemarketing

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    Telemarketing can offer a number of advantages over other forms of direct marketing. By talking directly to your potential customers, you can immediately determine their interest in what you are selling. It also allows you to ask questions to assess their needs for your product or service, and effectively explain any technical areas. However, there…

  • Competing fairly

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    The Competition Act 1998 promotes healthy competition by prohibiting certain anti-competitive behaviour, such as agreeing to fix prices or to carve up markets or abusing market power. You should be aware of the main rules to avoid breaking the law in your business practices or from becoming a victim of anti-competitive practices. This guide explains…

  • Preparing to sell

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    To be a success in business you need to sell a product or service and make profit. But before you sell anything, you must thoroughly understand your own business, rival businesses and the market place to give yourself a competitive edge. In this guide you will find information on the essential steps that any business…

  • Manage your customer database

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    Small and medium-sized businesses are increasingly using databases to manage their customer relationships, improve sales and customer satisfaction and identify key trends. Customer relationship management (CRM) is a central part of many small business’ overall sales and marketing strategies. This guide will help you understand the concept of CRM and how to use a database for marketing. In…

  • Spotting market opportunities

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    You do not need a large corporate-sized advertising and marketing budget to be able to compete for and win business. Keeping an eye on the market and looking out for relevant opportunities can help you grow and increase profit. You must be clear about what you want to achieve with your business. You also need…