Chamber Review: Marketing & Business Growth
On Monday 10th March, Harrogate Chamber hosted a highly successful meeting focused on "Marketing & Business Growth" at The Pavilions.
The event aimed to provide local businesses with practical strategies and insights to navigate the current economic landscape and achieve sustainable growth, highlighting the importance of adaptability and strategic planning in today's competitive market.
The evening began with a warm welcome and introduction from Phill Holdsworth, Chamber President, who thanked attendees and acknowledged the support of The Pavilions in hosting the event. Phill also underscored the relevance of the evening's topic, particularly in the current economic climate, noting the challenges and opportunities facing Harrogate businesses.
Mental Health Awareness & Community Care
Following this, Steve Phillip of The Jordan Legacy, a community interest company dedicated to suicide prevention, gave a powerful and moving presentation. Steve shared his personal experience of losing his son Jordan to suicide and stressed the importance of fostering open conversations about mental health, promoting psychological safety in workplaces and communities, and utilising available training resources, such as those provided by the Zero Suicide Alliance. He pointed out that suicide is often preventable and encouraged attendees to become more informed and supportive members of their community, emphasising the important role of businesses in creating a culture of care.
Identifying and Attracting Ideal Customers
Andy Joy from ActionCOACH Harrogate then led a session focused on the importance of identifying and attracting ideal customers. He introduced a customer grading system (A, B, C, D) to help businesses prioritise high-value clients, focusing on profitability, ease of interaction, and loyalty. Andy guided attendees through practical exercises to develop detailed customer profiles, considering factors such as location, turnover, industry, customer demographics, and purchasing behaviors. Andy underlined the importance of specificity and noted that businesses can have multiple ideal clients, provided they maintain a clear understanding of each segment's needs and preferences, and how to tailor marketing efforts accordingly.
Understanding Target Audiences and Marketing Strategies
Victoria Heron from Inside Out Communications discussed the importance of understanding target audiences through market segmentation (geographic, demographic, psychographic, behavioral) and persona development. She explained the "marketing mix" (product, price, place, promotion) and the "paid, owned, and earned" media framework, drawing attention to the increasing significance of earned media in building trust and credibility through authentic content and community engagement. Victoria asserted that thorough research, including utilising free resources from organisations like UK government websites and industry reports, is the catalyst for effective and creative marketing strategies, enabling businesses to make informed decisions about channel selection and messaging.
Building and Maintaining a Robust Sales Pipeline
Justin Ross from Sales Geek concluded the presentations with a focus on the practical aspects of building and maintaining a robust sales pipeline. He highlighted the importance of a clear message tailored to each prospect, targeted outreach strategies utilising platforms like LinkedIn, and relationship building through personalised interactions. Justin introduced the "SMART" goal-setting framework and shared strategies for maximising conversion rates, including effective follow-up techniques and proposal presentation. He also stressed the importance of time management, routine, and consistent effort in pipeline development, encouraging attendees to celebrate their successes and learn from setbacks, advocating for the value of continuous improvement and adaptation in sales strategies.
Key Takeaways and Insights
Attendees gained several crucial insights throughout the evening. They learned that a deep understanding of ideal customers, achieved through detailed profiling, is critical to successful business development. Furthermore, they discovered how research and persona development can significantly refine marketing messages and channel choices. The value of building trust and relationships through personalised interactions and authentic engagement emerged as a key factor in converting prospects. Participants also heard about the importance of consistent effort and time management to maintain a healthy sales pipeline.
New Members, Member News and Announcements
Chamber news and announcements included welcoming new members Ison Harrison Solicitors, JBP Associates, and Enchantica's.
Attendees were also informed about Ake & Humphris’ upcoming wine fair (10th May at Hotel du Vin). Suzie from Enchantica's shared how she can bring the magic of theatre to businesses, offering creative solutions for product launches, rebrands, and corporate events, showcasing the power of storytelling and immersive experiences.
Meeting Conclusion
Attendees of our are encouraged to provide meeting feedback at menti.com, using code 7450 0351 to help shape future events and ensure the Chamber continues to meet the needs of the Harrogate business community.
The next Chamber meeting will be the Business Safari on the 14th of April; please register via the Chamber website, and be sure to cancel your place in good time if you are no longer able to make it.
The Chamber extends its gratitude to the speakers for sharing their expertise, The Pavilions for providing an excellent venue, and all attendees for contributing to a successful and informative evening, reinforcing the Chamber's commitment to supporting local businesses.
