Costa del Sol Marketing

Entrevista con Georgina Shaw, Directora de Shaw Marketing Services

Aquí presentamos una entrevista con Georgina Shaw, Directora y especialista en Marketing y Relaciones públicas de Shaw Marketing Services.

De dónde eres? Soy una chica de Londres, donde he nacido y me he criado, pero también he vivido en Hull, Perú y China antes de venir a Marbella.

Cuando has comenzado con el marketing? Bueno, mis padres han llegado muy alto en el mundo de la publicidad en Londres durante los 80 y 90, así que se podría decir que lo llevo en la sangre. Sin embargo, para ser sincera, he pasado por una amplia variedad de trabajos antes de descubrir que el marketing es lo que debí haber hecho siempre, desde trabajando para un programa de TV, cuidado de personas, profesora de inglés, organizadora de eventos.

Cómo conseguiste tu espacio? Trabajar en la industria de los eventos fue un training que me ha ayudado mucho. Me inicié promocionando los eventos y organizándolos. Sin embargo, realmente encontré mi espacio en la boda de mi amiga, cuando uno de los invitados me dijo que pensaba que yo era una buena PR y me pidió ir a su compañía para una entrevista! Él se convirtió en mi mentor y me entrenó en todos los elementos del marketing, también siendo mi sponsor para obtener un diploma de post grado en Marketing y Comunicación.

Marketing Focus – The Importance of Networking

Networking is one of your key Costa del Sol marketing tools, and when starting or running a business here, it’s highly recommended to take advantage of the opportunities networking has to offer. The main benefits of networking are:

• Raise awareness of you and your company

• Allows you access to experienced business people to ask advice and get practical support if you’re new to the area

• Builds a network of trusted suppliers who you can turn to

• Builds trust in you and therefore your business

• Gives you marketing opportunities to give speeches, publicise your business via their website or newsletters and of course meet new people at each and every meeting

• Is a great opportunity to meet like-minded people and build your social network in a new place

Presentation How to Promote your business cost-effectively 22/09

I will be giving a presentation for members of the Costa Women on Thursday 22nd September from 8pm to 10pm at Avenue Cafe in central Marbella. This is a free event to help local business women understand more about the marketing options open to them...

WIB Marketing Plan giveaway winner

Shaw Marketing Services gave away a marketing plan worth 350€ in the raffle of the summer Women in Business lunch back in July. Sabine Schemann of bespoke Travel Agency Viajes Mundial Schemann was the lucky winner of the prize and now has a comprehensive plan for...

Society Marbella distribute at Malaga Airport

Society Marbella Magazine has started distributing its magazines at Malaga airport over the summer and is getting an excellent response with tourists from UK airports and returning residents wanting to pick up their copy as soon as they get off the plane. This gives advertisers...

Marketing Focus – The 80/20 rule

Working out where your profit is coming from is a great tool for increasing productivity

We believe that there’s no point spending money on marketing in Spain before you know how profitable you are, and where exactly your profit is coming from.This is why a technique such as the 80/20 rule is so useful…

What is the 80/20 rule?

The 80/20 rule is a helpful and simple way of identifying your important customers, your most profitable products and services, and the strengths and weaknesses of your business.

But don’t worry you don’t have to be great at maths….

Spanish Sun free classified listing offer

The Spanish Sun Newspaper is offering all businesses a free entry in their classified section on their website between now and Sunday night at midnight. Classified listings are a great way to improve your online visibility and link to your website so make sure you take...

How much should something cost and what does that say about it?

When you’re starting a new business or bringing a new product to the market one of the first things to consider is how much to charge for it.

The right pricing strategy is crucial to the success of any business. In its most simple form you need to define the boundaries between too cheap and too expensive – too low it won’t be profitable and too high and people won’t buy it. However, there’s so much more to it than that of course. The price you give your product or service will position itself in people’s mind as either the budget option, the middle of the road or the “quality” or the “premium” option so you need to decide where your product should sit in that pricing hierarchy.

Some clever people have made a fortune repackaging a fairly average product as premium and got away with selling it as more expensive purely through marketing. Stella Artois’ “reassuringly expensive” slogan is a good example of this. It really depends on your market and your consumer whether or not you can get away with positioning a product as premium, so do your research carefully before you take this route.

Marketing resources for small businesses

Marketing know-how in just a few clicks

As a small business it’s hard to find the budget to employ a Marbella marketing company such as ours to undertake your marketing activities. Of course, we believe its money well spent, however if you have the time and the skills to try to do it yourself, there are some excellent resources out there to help.

I always encourage my clients to take an active role in the marketing of their company and here are a few of my favourite websites where you can start learning about marketing techniques and find advice from experts on how to improve the marketing you are already undertaking.

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