Take a look at your business

The people behind the business

New members this month

Tip of the month

and More...

thebestof.co.uk/aldershotandfarnborough

Continued...

Update2014March

It seems, just recently, I start every article with the words ‘The world has changed’. Quite frankly, I’m boring myself with it now so let’s all just take it as read that in marketing, nothing stays the same for very long.

Let’s take PR…

Now I’m not talking the shock and scandal stories that cover every newspaper, magazine

and TV chat show. I’m talking about the PR that’s relevant to us. Articles in the local

press, on the internet, a mention or interview on the local radio station, or, the pièce de

résistance, TV coverage with your regional station.

The pillars of PR haven’t changed. It’s still about informing, persuading and integrating

people. How we use PR however, has changed drastically. First and foremost PR is now

about reputation.

At thebestof we have always been about reputation. Let’s face it reviews are at the core of

what we do and what are reviews about if not conÓrming the good (or bad) reputation of

a company. What’s great is that now, it is much easier to get great stories out to your local

audience by using blogs.

PR is Dead.Long Live PR!

Offer of the Month

Free Deep Clean with Every New ContractMichael At Direct Cleaning Services

would like to offer a free deep clean

with every new cleaning contract.

All you need to do is call Michael on 01252 718884 and quote thebestof Aldershot and Farnborough to receive this offer.

Carly

What on earth is a blog????

I’ve never really understood why blogs are called blogs.

Apparently it is an abbreviation of web log…. no help there

then, it’s about as clear as mud!

Actually, a blog is just a PR story or informative article that

is found is on the internet rather than in the traditional

media. Even better, these articles or stories come with an

added advantage… they provide two way communication!

Talk to me!

The single most important thing to gaining and retaining

customers is the relationship! Having the ability to inform

your local audience about something, and then enter into

a conversation with them about it is priceless. Putting up

a PR story online and sharing it on social media allows you

to do exactly that.

I Need an Expert!

No one knows your industry like you do. A PR story is the

perfect way to give people the beneÓj of your expertise.

Planning a new kitchen, buying a new laptop, renting out a

house, choosing whether to print digitally or use litho… the

list goes on. There are so many ways you can inform your

potential customers so that they can make better decisions.

Every time you do that you are seen as the expert; the

‘Go to Guy’ when a potential customer needs something,

creating the perfect foundation for a long and happy

business relationship.

People Buy People First

Buying is an emotional experience; don’t let anybody tell you

it’s not. We all have criteria we need to�\kbÓb�Xkt the truth is

if two companies can meet that criteria, you’re going to give

your order to the person you like the most. A PR story can

really show the human side of your business; you’re

not some faceless corporate where

‘computer says no’. Showing potential

customers who you are gives them

the opportunity to form an emotional

connection with you. It is that emotional

connection that creates loyalty.

I know that it isn’t easy to come up with

interesting stories about what we do. We often

think that because we do something every day,

and that w[�ÓdZ�_t easy to do that no-one else will

be interested. Far from it! What is seemingly obvious

or mundane to us can be the ‘Eureka’ moment for

someone else.

Don’t sit there staring at the screen or a blank piece of

paper; get in touch! We’ve created a very simple document

that helps you come up with those stories, 10 things Your

Potential Customers Should Know About You. Request it

from us and we can soon point you in the right direction,

help you construct that PR story or even produce it for you.

You have a wealth of knowledge that could be working for

you but only if you get it out of your head and in front on

your audience. Go on, give it a try!

thebestof.co.uk/aldershotandfarnborough Update March 2014

The People Behind The BusinessTania Harries - Simply Carpets & Flooring

Family-run business based in North Camp,

Farnborough, Simply Carpets & Flooring offer

an extensive range of carpeti�WdZ�Ôeeh_d]�from quality manufacturers. Formed in 2009,

Tania, her sister Mel and brother Ronnie are

committed to delivering sound advice combined

with excellenj�Ôeeh_d]�WdZ�workmanship. So

what does Tania, one of the ladies behind the

business really think?

What do you love most in life?

Good question ... the simply answer is, my family.

What sort of training did you have before starting your business?

I had no training at all! I originally came into the business just to answer the phone and I never left!

What wekbZ�?�ÓdZ�_d�your fridge right now?

What advice would you give someone who wants to setup their own business?

I’d say just go for it! If they’re willing to put the hard work in, anyone can be their own boss.

Which local shop could you not live without?

years and would never go anywhere else.

Who is the most interesting person you have met?

That’s a tough one. Working in retail has given me the opportunity to meet many interesting people, some quirkier than others but interesting all the same.

What makes your business the best?

on our friendly approach and our great customer service has won us many customers over the years.

What is your favourite spot in Aldershot and Farnborough?

Well it has to be our shop of course!!!!

If HollyweeZ�cWZ[�W�Óbc�of your life who would you like to

see play your part?

If I assembled 10 of your clients in a room and asked them

about you, what would they say?

That I have a great memory. Some people might say it’s freaky but I recognise and remember everyone.

I have to agree with Tania, their attention to detail is fantastic, their reviews on thebestof Aldershot and Farnborough tell you all you need to know about their fabulous family run business.

Tania can be reached on

01252 514649 or via www.

simplycarpetsandflooring.com

It couldbe you!

Reade all about it!Reade Signs opened their doors for thebestof Aldershot and Farnborough’s local monthly networking event at the end of last year. They offered everyone who committed to the event a free perspex sign which could be used to either promote their business or to show off a personal photo. A lot of our members took advantage of this generous offer and I think you’ll agree the standard of signage displayed is fabulous!

Richard’s a big fan of wrapping!Reade Signs have been busy helping other members as well! Richard from Phoenix Coaching and Development appointed Andy to produce a car wrap for him. Richard said “I was looking to promote my local coaching and training business and seeing what was possible contacted Reade Signs and the team were really helpful with the design and layout. I was able to amend and tweak the design and they ‘wrapped’ the car in one day. It certainly promotes what I do and have had many positive comments since this has happened ... so a big thank you to the team at Reade Signs”.

A quick turnaround on design work from Rob at PAW Design After initially meeting at one of our networking events, Rodgers from Zambezi Freight and Rob from PAW Design have been working together to create some new marketing material for Zambezi. Rob has created fantastic new leWÔets, a brilliant roller banner and has even upgraded the Zambezi Freight logo and turned it into a high resolution version that can be used on a variety of high quality formats. Rodgers was particularly impressed with the quick turnaround Rob was able to provide. An excellent example of two bestof members meeting at a networking event and forming a good working and personal relationship that we are sure will continue into 2014.

Working Well...“Share your

Carly know what

are workingfor you.”

At thebestof Aldershot and Farnborough we are on the lookout

for other great members.

This month we are looking for....

• Chriopractors

• Chinese Restaurants

• Indian Restaurants

If you know a businesi�j^Wj�Óts the bill please contact the team...

01252 217 101

thebestof.co.uk/aldershotandfarnborough Update March 2014

We’re consistently uncovering hidden gems. Say a big hello to this months stars.

Meet some of our

membersGive them

Xodus CyclesBased in North Camp,

Farnborough, Dean and

his team at Xodus Cycles are dedicated to providing

great value BMX bikes along with servicing, repairs,

parts and accessories.

Call: 01252 540555

Express DirectFast, reliable and local,

Aldershot-based couriers

Express Direct provide a super-efÓY_[nt same-day

courier service to all parts of the UK.

Call: 01252 650001

Pear Tree Day NurserySara and Neil Dudman

off[h�Ôexible nursery care

and education for children

between the ages of 2 and 5

years old, providing full time

childcare all year round.

Call: 01252 523029

Wizzy WorldWizzy World is one of

Farnborough’s most popular

birthday party and soft

play destinations. The fun

includes a large indoor soft

play centre where children

up to 12 years old can

explore the maze of exciting

activities, set over three levels.

Call 01252 513001

SB Electrical & Interiors LtdSB Electrical are an

experienc[Z�Óhc�of

electricians based near Aldershot & Farnborough,

offering their clients a complete range of electrical

services with particular expertise in advanced AV

systems and home networks.

Call: 01252 624769

AviatorAviator opened in

2008 as one of the

most striking design

hotels in recent

times. Innately stylish, Aviator binds the timeless

glamour of aviation with seductive interiors and

ultimate comfort. Aviator caters for weddings,

functions and travellers with 169 bedrooms

overlooking Farnborough airport.

Call: 01252 555890

Famous FitnessThrough his company

Famous Fitness,

personal trainer Luke

Heward offeri�Ójdess

trW_d_d]�WdZ�Ój�camps

in the Aldershot &

Farnborough area,

specialising in weight loss via tailored exercise

routines and healthy nutrition.

Call: 07872 011841

BMS WooShooBMS Wooshoo Academy

have successfully trained

thousands of students

throughout the UK, Europe

and the US. BMS Wooshoo

is a multi-disciplined

Martial Arts programme, which has been specially

designed to develop your body, mind and spirit.

Call: 0330 3002525

Does Your Reputation Precede you?Bright Local recently published its Local Consumer Review survey for 2013.

What was particularly interesting was how a company’s reputation has become more and more important to consumers looking to use a local business.

Reliability, good value and expertise were the three areas that consumers valued most, with almost 90% of them actively reading online reviews to help them decide if a local business was good or not. Now you’re probably thinking, ‘tell me something I don’t know’. Actually, I probably already have.

The way people are making their buying decisions is changing.

I have no doubt, in the past you have had to ÓdZ�W�ikffb_[r without any prior knowledge of which company is the best. If no-one you knew could recommend someone to you, your choice was to stick a pin in that bright yellow book and hope for the best.

Those days are gone!

“By the time a consumer has started reading reviews they have idenj_Ó[Z�Wd�_ssue/need they have, worked out what service or product satisÓes this need and now want to select a business to use.So the path from reading online reviews to purchasing from a business is short which means it’s crucial for local businesses to have a positive online reputation so they convert ‘searchers’ to customers.”

Bright Local Consumer Survey 2013

thebestof.co.uk/aldershotandfarnborough Update March 2014

How our online reviews are displayed is also key to the buying process. Displaying customer reviews on our own websites is obviously important, however, reviews displayed on a third party are ten times more powerful.

Third party sites carrying your reviews givethem extra weight as they are perceived as more authentic.

Ok, so you have 10 positive reviews from happy customers showing on your site. Job done? No. It’s absolutely crucial that reviews are up to date. If you are not actively collecting new reviews on a regular basis, the ones you have will actually work against you. If there have been no new reviews for 6 months then they will assume your company is not as good/reliable/expert as it used to be.

Now I am well aware how difÓcult it can be to collect regular reviews. Delighted customers are more than happy to give you a review but unless you make it easy for them, life gets in the way and the promise of a review is soon forgotten.

Review CardsReview cards are brilliant. You hand them over on completion of the work and your customer hands them back. Couldn’t be easier! Some companies have taken this a step further during our Local and Loved Business Awards Campaign, creating a postbox area for customers to post their review cards when they’v[�Ód_shed them.

Another way to make it really easy for your customer to leave reviews is to put a link on all your correspondence. One click and their done!

Review SitesOnce again, really easy. A couple of clicks and they’re done. However, if we want our reviews on third party sites, we are asking our customer to ÓdZ�a site they may not be used to using or going to. The perfect solution to that is a Reviews Widget.

What on earth is a Reviews Widget?A reviews widget is a little piece of software that sits on your own website that allows your customers to type their reviews straight into. It’s easy for your customer to�ÓdZ and it encourages them to interact with you on the web.

Our reviews widget not only displays your glowing customer reviews on your site but it also posts it to ours, giving you the bestof (sorry I just couldn’t resist!) both worlds. Reviews on your site and a third party site…all boxes ticked! Oh yes, and don’t worry about it�Ótting in with your site, it’s now fully customizable and comes in a range of colours to suit.

If you’re not focused on collecting reviews at the moment, now is the time to act!

Give me a call and I’ll provide you with review cards, help educate your staff so they are always asking for them and get that reviews widget up on your website working for you. Don’t let another potential customer slip away because they are not aware of the great reputation you have!

Reviews displayed on a third party are ten times more powerful!

“When you say it, it’s marketing. When your customer says it, it’s social proof”

Andy Crestodina, Orbit Media

Our aim is to provide

the best businesses

in Aldershot and

Farnborough with a

world classmarketing service.We’ll raise your proÓbe, connect you to new contacts and customers - and maximise your business potential.

We really do care about every one of our Business Members and we are there every step of the way to ensure that thebestof works for you.

Our 17 marketing tools

Thebestof Aldershot and Farnborough is run by John & Carly Baker

Here at thebestof, word of mouth just got louder!

Every business we feature has been checked out by us AND recommended by other local people, so you can use them with conÓZ[dce knowing they truly are one of the best at what they do …

Call Us: 01252 217 101Email: john@bestofaldershot.co.ukor: carly@bestoffarnborough.co.uk

Strengthening Local Connections

Our latest networking event, Depth Business Networking, is being run in conjunction with Barons Farnborough, The Village Hotel and Phyllis Tuckwell Hospice. A slightly more structured affair than our evening sessions, these are must-attend events. Join us ed�j^[�Órst Friday of every month from 12.30-2.30pm.

Call Carly on 01252 217 101 to book your place.

Local & Loved Awards 2014!

Come and join us at our next evening networking event on April 24th at the DeVere Village Hotel in Farnborough. There’ll be lots going on at this one (it’s going to be great!) including giving out the awards to our members for their efforts in our Local & Loved 2014 campaign.

Places are limited so call Carly today on 01252 217 101 to book your spot

(runs from 6-8pm).

1. Testimonials

2. Dual-branded postcards

3. Mix and match

4. Commercial photos

5. Cerj_Ócates

6. Brand Awareness

7. Campaigns

8. Call Tracking

9. An Evening with

10. Social Media

11. Blog

12. Events

13. Video

14. Special offers for members

15. Quote me

16. Mobile Website and App

17. Website feature