SUCCESSFUL MARKETING AND BUSINESS DEVELOPMENT PLANNING AND NEW NEXIA TENDER

TEMPLATES

Mike Bishop, Barbara Hamilton & Steve SmithSmith & Williamson and Thirdperson

Who we are

• Mike Bishop, Audit Director, Smith & Williamson London, Chair of Nexia Europe

• Barbara Hamilton, Association Director in Marketing, Smith & Williamson, Head of Business Development

• Steve Smith, Director, Thirdperson, PR agency for Nexia International

Mike Bishop

What we’re going to cover over the next hour

• What marketing we do now• The difference between marketing and business

development• How to get the most from PR • Creating a marketing strategy• The planning process• Tender templates and best practice

Mike Bishop

What marketing do you now?

Mike Bishop

Business Development v. Marketing

Planning

New product/service development

Targeting

Client care/feedback

Key client management

Tenders and proposals

Prospect meetings

Telesales

Lunches/Coffees

Sales meetings

Website

Seminars

Networking

Conferences

Parties

PR

Advertising

Sponsorship

Internal communications

Newsletters

Emails

Brochures / Flyers

Barbara Hamilton

Time for your ideas

Barbara Hamilton

Discuss in your groups

• What marketing activity do you do the most?

• Please rank: • Lots• Some• None

• What is the most effective?

• Please rank: • High• Moderate• Low

Barbara Hamilton

Business Development v. Marketing

Planning

New product/service development

Targeting

Client care/feedback

Key client management

Tenders and proposals

Prospect meetings

Telesales

Lunches/Coffees

Sales meetings

Website

Seminars

Networking

Conferences

Parties

PR

Advertising

Sponsorship

Internal communications

Newsletters

Emails

Brochures / Flyers

Barbara Hamilton

Why use PR in your business?

• Reach a wider audience (power of the web)• Build credibility and reputation• CAN lead directly to new work• It’s FREE! (at least cost-effective)• Creates other marketing opportunities• Repeat, repeat, repeat• Good for staff motivation and recruitment

Steve Smith

10 ways to get the most out of PR for your business

• Have a strategy• Choose the right issues• Know your target publications• News vs features• Understand what journalists want• Think beyond audit!• Recycle your news • Work with partners - trade associations, professional bodies• Make the most of what you’ve already got• Good photographs

Steve Smith

Press relations for Nexia International

Steve Smith

Press relations for Nexia International

Objectives• Raise name awareness and

profile • Help member firms

Approach• “The basics” - coverage of Nexia v

competitors • “Thought leadership” - comment

and articles to show off expertise

Who are we aiming at?• Other firms and networks (potential

members)• Work referrers - banks, lawyers,

international chambers of commerce

• Prospective clients

Steve Smith

Press relations for Nexia International

• What’s interesting about Nexia?

• Strategy• Growth• Brand• New members• Appointments• Network v Association• Member firms• Clients

• What else can we talk about?

• IFRS and international tax issues

• Comparative country studies/surveys

• Cross-border client case studies

• Wider international business issues, eg growth strategy, access to finance.

Steve Smith

What’s our role?

Steve Smith

How can you help?

KNOWLEDGEEXPERTISEIDEAS!!!

And local press contacts if you have themE-mail: stevesmith@thirdperson.co.ukTelephone: +44 207 490 8056

Steve Smith

How do you create a marketing strategy?

Barbara Hamilton

All successful marketing is built around anticipating or meeting the needs of your market (the clients or users of your product or service). In order to do that each one of the following seven points needs to be right.

The marketing mix.

1. Product: What it is you are selling2. Place: Where it happens (e.g. online, at your offices, at their

offices)3. Promotion: How you let people know about it (advertising,

publications, PR, networking etc.).4. Price: How much and on what basis you charge5. People: Who is involved as part of the exchange of services6. Process: What needs to happen for the service to have been

delivered7. Physical evidence: What proof is there that the exchange has

happened (e.g. client reports)

Barbara Hamilton

All planning has 4 key elements

• Where are we now?

• Where do we want to get to?

• What is getting in the way?

• What can we do to overcome those obstacles?

Barbara Hamilton

The business strategy has to come before the marketing strategy

What challenges do

we face?

What do we need to overcome these

challenges?

(Marketing strategy)

Where are we now?

Strengths

Opportunities Threats

Weaknesses

Where do we want to be?

Barbara Hamilton

Where we are now

Where we want to be and why

How we are going to get there/overcome challenges

What to do and who is going to do it

Doing it.

How we know we have succeeded

CURRENTSITUATION

OBJECTIVES

STRATEGY

TACTICS

ACTION

CONTROL

Tender templates & guidance

• Guidance document of tender best practice• PowerPoint for presentation meetings, and

shorter tender documents• Word: A tender document• Designed to give you some choice and to be

easy to use, flexible and attractive

Barbara Hamilton

Barbara Hamilton

A quick illustration

Introducing Nexia tender best practice – the 5 Ds

• Follow up internally

• Follow up with the client

• Plan next steps

• Send your tender• Prepare for

presentations• Present your ideas

• Finalise your selling points• Identify your solutions to the

client’s needs• Challenge your ideas

• Whether to go ahead

• Who is on the team

• Why you are the right choice

• Undertake research

• Meet the client and clarify their objectives

• Share ideas and solutions to the client’s problems

2 DISCOVER

3 DEVELOP

4 DELIVER

1 DECIDE

2 DISCOVER

3 DEVELOP

5 DEBRIEF5 DEBRIEF

4 DELIVER

1 DECIDE

Barbara Hamilton

The Nexia best practice tool kit helps to

• Clarify what behaviours improve success with a guide on tender best practice

• Achieve consistency in the quality of tender documents by using Word and PowerPoint templates

Mike Bishop

Now at nexia.com

Mike Bishop

SUCCESSFUL MARKETING AND BUSINESS DEVELOPMENT PLANNING AND NEW NEXIA TENDER

TEMPLATES

Mike Bishop, Barbara Hamilton & Steve SmithSmith & Williamson and Third Person Consulting