How to market inclusive business support

www.greenwellconsulting.co.uk

How to marketinclusive business support

One size does not fit all

Take clients seriously

Client-focused marketing Be accessible Walk the talk

Participative training

Show them the money

Your growth not ours

Stay for the journey

Review & improve

Introduction • Part of a series of training and development modules for people

who support, develop and deliver business support• It will help you to understand, reach and support groups with

higher levels of un-tapped entrepreneurial potential, including: – those aged over 50 – women – people with disabilities – disadvantaged communities

• It recognises and presents Enterprise inclusion as an important competitive opportunity



Agenda

Mind your language

Outreach - Go to the client

Target with care

Brand integrity

Social media


Mind your language (& pics)

What’s an Entrepreneur? Public perception• Male• Young• Able-bodied• Fast growth• Wants to get rich

Language & images


Language & images

Phrases

that Work

• “Working for myself”• “Running my own

business”• “Work for something you

believe in” • “Meet other people like

you”• “Training Day/ workshop

session”

Less

successful

• “Being an entrepreneur”• “Start a business from

your hobby”• “Make lots of money”• “Networking”• “Business breakfast”

Source: Prowess


Examples of materials with broad appeal

Needs Based Practical [solution orientated] Down to Earth

Inclusive Accessible

Language & images

Source: Enterprise UK


How people describe what they are doing changes as the idea progresses...

‘An idea’

‘A project’

‘A venture’

‘A business’

START

DEVELOPMENT

TRADING

To call something a ‘business’ before it is established

makes many people feel uncomfortable

Language & images

Source: Enterprise UK


Less motivating materials

Ageist Not for Me

Language & images


Give ‘permission’

• Target women and some ethnic minority groups

• But give a choice eg. a women-only option

• Let 50+ and disabled people know it’s for them. But don’t “ram labels down their throat” add as a secondary issue

• Use case studies a wide range of people can relate to

Targeting


Targeting women...

Targeting

...reaches an untapped market - it grows the business support pie


Case study 1

Flying start programme – 150 female applicants

Flying start for women – 1200 female applicants

Targeting women resulted in an 800% increase in female enquiries

Targeting


Case study 2

• A Community Development Finance Initiative

• Industry average: female customers = 30% portfolio

• Business Finance North West, including their Women in Business Loan fund: female customers = 54% portfolio

Targeting women resulted in 80% more female customers than the industry average

Targeting


LABEL with care

• Recognise women are NOT a homogenous group – segment and customise

• Don’t stereotype – most women feel patronised by business services which are over ‘feminised’

• Have a service relationship and reap the rewards!– Women recommend a good experience 21 times versus just 2.6

times for men– 70% of women learn about products and brands from other

women.

Targeting


Outreach

• Relationship marketing starts with outreach• Find people in their local or professional community• Identify and use their media: newsletters, magazines,

radio, social media• Develop relationships with leaders (official and

unofficial)• Showcase role models• Educate referral agencies – again and again

Outreach


Brand integrity

• Your brand is a promise of what clients can expect from you

• To preserve trust it needs to be consistent across: – Product – Communications– Environment / premises– Corporate and staff behaviour

Brand integrity

Research on inclusive business support suggests clients want

business advisers who are:

• Competent & professional. √• Focused on supporting their business √• Not judgemental or patronising √• Enabling in their approach √

Is this reflected in every part of your brand?


Inclusive premises

• Welcoming reception and staff• Clean, comfortable, client-focused and secure• Encourage browsing with accessible information

and client businesses on display• A space that enables collaboration and

networking• Broader engagement through part-time tenancy

options, virtual services and events• Close to public transport routes and parking

Brand integrity


Social media/ digital divide

Don’t assume everyone’s online...• 70% of people who live in social housing aren’t

online • 75% of everyone not online is not working

...but Social media is growing fast and reaching groups formerly excluded

• 80% of Prime 50+ enquiries are online now v 30% 3 years ago

• Business owners with disabilities often prefer mentoring by skype or email

• Women over 55 are the fastest growing segment on facebook

Social media


More of this?This presentation looks at one of the 10 principles of inclusive business support

The principles can be adapted to your needs • Training session for organisations or partnerships• An online self-assessment tool• A set-piece event for your local economic area• Capacity building materials • Audit tool, to review and improve provision.

Contact us to discussErika Watson +44 (0) 1603 764292 [email protected]

One size does not fit all

Take clients seriously

Client-focused marketing Be accessible

Walk the talk Participative training

Show them the money

Your growth not ours

Stay for the journey

Review & improve

mailto:[email protected]

http://www.greenwellconsulting.co.uk/

How to market inclusive business support

Business

Transcript of How to market inclusive business support