Harding Lewis’ latest ‘round-table’ discussion on marketing strategies for owner-managed businesses highlighted a number of concerns and interests for local companies. These included the problems of competing with ‘rogue-traders’ and internet sales as well as the desire for Government to do more in encouraging buying local.
The meeting is the fourth in a regular series hosted by the chartered accountancy firm and was attended by Andrew Gerrard from Harding Lewis, Graeme Brooks from Ashgrove Marketing, Danny Buckroyd of Omega Construction, Steven Morley of Steven Morley Chartered Surveyors, Paul Piercy from Auto Solutions and Martyn Riley from Riley’s Garden & Lifestyle Centre. After sharing their own favoured strategies, attendees then discussed some of the challenges and opportunities in the local economy.
Mr Morley and Mr Buckroyd highlighted the challenges faced by fierce price-competition in the construction industry, with particular pressure coming from rogue traders with questionable work quality. Mr Riley, meanwhile, suggested that the internet was continuing to cause problems for local retailers. In both cases, it was agreed that marketing strategies needed to be focussed on the additional value that reputable local providers could bring in terms of expertise and quality, in order to justify fair prices, and that using such local experts could reduce costs over the long term in a range of different industries and fields.
Based on feedback from Mr Piercy and Mr Brooks, the group also discussed the importance of ‘exposure’ marketing versus deal or promotion driven campaigns in ensuring that locals are aware of the existence of local providers and the expertise they can offer. In many cases, it was felt that consumers simply weren’t aware that there were local alternatives to online or UK based suppliers.
Finally, the group briefly touched on what the Government could be doing to encourage local buying, particularly in the retail sector but also in the realm of business services. It was felt that the Government could do more in terms of leading by example by hiring fewer UK based firms for a variety of jobs, but also that more consultation may be needed with business owners.
Mr Gerrard would like to extend an invitation to all local business owners who would like to take part in any future round table discussions. For further details, please contact Harding Lewis on 01624 679524.
