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Posted by in Robert Craven Marketing Expert

Dieting, Business Success Recipes and Teams

Dieting, Business Success Recipes and Teams

I have spent the last twenty years of my life as a consultant and businessman working in and around organisations both large and small. The businesses’ search for the Holy Grail often seems to be about looking at the latest management fad and seeing whether it can be applied to make the business any better. Just like diet programmes, most of the fads do not work – they are a con. Dieting Gurus and Management Gurus The dieting guru is akin to the management guru. The new diet book is normally based on ‘careful research’ and the title will be something hopefully quite catchy. The book will feature some famous characters (or businesses) who applied the principles set out in the book and so their lives have been transformed – a PR agency’s dream. Take any of the recent management books and you find the same recipe, or dare I say, combination: guru, plus a ‘new’ method, plus star examples and case studies, plus some good packaging. The audience...

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Posted by in Robert Craven Marketing Expert

The Number One Reason For Business Failure Is…

The Number One Reason For Business Failure Is…

Business failures and new business start-ups are a favourite subject of Government statistics. Here, Robert Craven examines the main reasons for UK business failure. Looking at the research, one of the key findings is that only one in five (19%) of those businesses starting-up will survive to their fifth birthday (Warwick Business School). Also, wise and experienced 50 to 55-year-olds stand a better chance of producing surviving businesses than the young, thrusting, would-be entrepreneurs in their early 20s. On reflection, the statistic makes sense. New businesses with more than one proprietor/partner stand a better chance of survival than solo operations and previous experience in the sector is important. Interestingly enough, gender, possession of a degree, and previous ownership of a business are found to be irrelevant to survival or failure. Also, a period of inactivity prior to start-up does not appear to be an impediment to success. Faster growth prospects are associated with proprietors who previously held full-time jobs, were home-owners and had ‘O’ levels. The slowest growth tends...

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Posted by in Robert Craven Marketing Expert

How to Transform Your Business and Your Marketing

How to Transform Your Business and Your Marketing

Effective marketing can see your business get ahead of its competition and reach its full potential, but many businesses still struggle to stand out. Firstly, let’s be specific about the main reasons why marketing fails in your business. The list is simple: Lack Of Commitment If you don’t really believe in your product, or if you are not consistent and regular in the ways that you promote it, then the odds are that you will not succeed. Lack Of A Clear Benefit You must sell something that people want. So, you have to get close to your customer (or potential customer) and find out what they really want, and examine what it is that you have to offer. Poor Positioning If you look exactly the same as your competitors, and you offer the same benefits at the same price, then why should customers bother to buy from you? You need clarity about what it is that you offer and why customers should come to you. KISS ‘Keep It Simple Stupid’!...

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