Costa del Sol Marketing

Marketing Focus – Understanding Marketing in 2014

For our first marketing focus of the year we’ve been looking at a really interesting report by Vocus on digital marketing for 2014, trends and ideas. The key messages are as follows –

Integration – Integrate digital marketing into your strategic marketing plan using it as one of the tools for getting the message across

Measurement – Make a plan to measure the effectiveness of any new digital method you use and decide if it is worth the investment

Data is king – the most profitable companies are data driven and respond to data to make better decisions, automate processes and respond to customer demand. Try to capture as much data and analyse everything you can to make your company work better and understand your customers.

Marketing Made Simple – Marbella Business Workshop

Costa Women is a social and business network community for women living in Spain, and recognised by the Telegraph’s Best of British competition as the Best of British Social Club internationally in 2012. In addition to helping Spain’s expat women with free advice and online networking, Costa Women are supporting a one day marketing workshop in Marbella. The workshop titled “Marketing Made Simple” will review the most successful marketing methods with the aim of empowering attendees to take control of their marketing.

The day will be presented by four professionals from successful local businesses; Georgina Shaw of Shaw Marketing Services, Ali Meehan of Sociomimetics, Pancho Campo of Chrand Management and Joy Fahey Motivational Coach and Entrepreneur. It will be held on 1^st October at the American College of Marbella from 9.30-17.00 and will cover the following:

Marketing Focus – What is your USP?

A USP is a “Unique Selling Proposition” or “Unique Selling Point” which is a simple statement which defines what makes you different from your competition. You can have just one for the company, or several for different products and services, but defining what makes you special is a great way to direct your marketing efforts and have a clear way to differentiate yourself in a crowded market place.

The process of finding your USP may be more tricky than you imagine, but it can be a really good opportunity to re-examine what you’re doing. Why not brainstorm with your team and put together a SWOT analysis to identify your Strengths, Weaknesses, Opportunities and Threats? Your list of strengths can then be compared against your competition to reveal your USP. Maybe it will reveal that in actual fact you do not have something totally unique from your competition, if so, it’s time to implement something, otherwise you will always just be a follower.

Marketing Focus – Understanding Your Competition

In order to successfully compete with companies who are offering similar products or services to the same target market you need to understand who they are, what they are doing, how you differ, how you are the same and what differentiates you. Many people want to hide from the competition and are hostile towards them, but it’s really a case of better the devil you know – especially in such a small place as Marbella. We have an unusual opportunity to personally get to know our competitors as part of networking events and share ideas and information in a transparent way. There are often ways that you can collaborate with these companies and having a positive relationship with them will always be beneficial.

Gaining Competitor Intelligence

Competitor Intelligence is all around you and normally free and easy to get hold of, once you fully understand what it is your competitiors are doing you can more clearly evaluate your own performance, identify competitors strengths and weaknesses which should be addressed or exploited, learn from what they are doing, identify new customer groups you may not have thought of and improve both business planning and sales forecasting.

Here are 10 questions you should try and answer about your competition:

Great Costa del Sol Advertising Offers

At Shaw Marketing Services we work closely with the local media and we’re always looking out for special offers. Here are two offers we've been informed of for advertising your business this summer: DO YOU WANT A FREE AD IN THE AUGUST 2013 ISSUE OF COSTA LINK MAGAZINE? If you...

Marbella Woman’s Week – 13th March Program

We will be attending this year’s Marbella Woman’s week on the 13th March. Located in Marbella's fantastic 5 star Gran Melia Don Pepe Hotel, Marbella Woman’s Week 2013 should be a fantastic place to network with other professionals in the area and be inspired with...

The modern Russian customer: MYTHS & FACTS

I received an email today about an interesting sounding event organised by Business club Ellas regarding marketing to Russian customers on the Costa del Sol. We all know that these are a very important sector for businesses today, but marketing to them can be tricky so it...

Consumer Behaviour – The Basics

Consumer behaviour is a very complex subject with many elements so we are just going go start off with the basics. We believe understanding your consumer’s behaviour along with your marketing options can save you time and money in the long run and make your business more successful.

A consumer is simply an individual who purchases goods & services available on the market for his/her end use (not for resale). Understanding consumer behaviour is essential to the development of marketing strategies, especially for the consideration of pricing, positioning, segmentation, product design and promotion.

Win two places on marketing seminars

The lovely Pepita Boas from Sparkers is running a competition to win two places on her series of marketing seminars worth 600€. The seminars teach entrepreneurs how to grow their business and there are three all together: Positioning your Business; 15/03/12 Finding and Reaching your Customer; 12/3/12 Social Media...

Entrevista con Silvina Navarro, Ejecutiva de Marketing y Ventas

Hoy hablamos con Silvina Navarro, Ejecutiva de Marketing y Ventas de Shaw Marketing Services sobre su vida en España y su trabajo con la empresa. ¿De dónde eres? Soy de Buenos Aires, Argentina. Allí me formé como Decoradora de Interiores y he trabajado en el campo...

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