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Marketing

Your Furniture Business

Christopher Lamotte MRICS MBA MCIM Cert DigM

Chartered marketer & chartered surveyor

Intelligent marketing for ambitious businesses.

01620 825751

07957 870071

www.real-m.com

Tannery House, 15 Sidegate

Haddington, East Lothian EH41 4BZ

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???

• Who’s planning on setting up a woodworking business?

• Has anyone got any customers yet?

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Agenda

• What is marketing?

• Marketing your furniture or woodworking business

• Two examples from past students

• Can you help us?

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Who am I?

• Marketing consultancy to 120 + SME clients• Provide integrated, multi-channel marketing services – both

traditional & digital marketing • Experience of start-ups• Live in Haddington & most of my clients are currently in East

Lothian

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Social Media Revolution

• http://www.youtube.com/watch?v=x0EnhXn5boM

• http://www.youtube.com/watch?v=ChlTI-9Syik (shorter version)

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What is marketing?Destroying some myths!

• Is NOT just advertising, or selling, or PR, or websites! All of these and more.

• Marketing is a business philosophy that places the customer at the centre of the universe.

• Marketing is the management process responsible for identifying, anticipating and satisfying customers’ needs profitably. Customer satisfaction is the major aim of good marketing.

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What is marketing? (2)

• Good marketing makes selling much easier!

• Marketing helps produce the profits essential for the survival & growth of your business

• The 7 Ps in the ‘marketing mix’ are: • products, pricing, place (distribution), promotion• processes, physical evidence, people (services)

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Some suggestions for:Marketing your furniture or woodworking business (1)

• Who exactly are your customers? • Create a short plan (have a strategy):

• Research findings (customers, competitors, market)• Target markets (focus on your customers)• Market position (unique? USP? Stand out – must

differentiate!)• Products• Pricing eg value for money, premium• Promotion ie communications• Distribution (place)

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Marketing your furniture business (2)

• Promotion – use mix of traditional & web channels • Much is low cost or free – but takes time & effort• Traditional marketing channels:

• portfolio (good photos), • apprentice’s box, • logo, business cards (& letterhead): vistaprint.co.uk

moo.com • flyer/PC, • networking/selling/talks/business partners– encourage

word of mouth• customer database: zoho.com, • directories, • PR (stories, awards)– media dbase• but only selected press adverts

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Marketing your furniture business (3)

• Web & digital marketing channels: • Website (CMS) eg Wordpress, • SEO (on-site & backlinks), • Blog, • Social media: Facebook, LinkedIn, YouTube, Twitter,

Google +, Pinterest (consider Hootsuite)• Google Adwords (£25+ vouchers),• Google Analytics

• Integrate different channels. Re-use content. Be creative!

• Create your Action Plan for 1 year/6 months (in a table): Actions, Who is responsible?, When?

• Marketing Budget: make it work hard! Measure where possible.

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Ian Darroch – Louis James Furniture

• Business cards, flyer, website, talks, last job • Selling: know anyone? Collaborate & refer: approach local

businesses & tradesmen. • Be confident, personable, adaptable, ‘can do’.• Word of mouth is important. • Website - online showroom: case studies, testimonials,

endorsements, phone no. • Advertising: national press (0.5m readers) – no calls; local

press – worked for him!• Has 5/6 + repeat clients.• Keeping his business broad currently: business is “way above

expectations. Still absolutely love it”: rocking horse, gym, kitchen, mantelpieces, local buildings,

decking…• www.louisjamesfurniture.co.uk

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Ali Easton – Organic Geometry

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Alasdair Easton – Organic Geometry

• Business cards (always), flyers, website, Facebook, Twitter, PR. Advertising: waste of money

• Lots of networking: previous career, his cycling club, friends of friends – genuine, enthusiastic

• Website - his ‘online portfolio’. Will add Wordpress blog and do more with F and T. New website. Photos.

• Member of Scottish Furniture Makers’ Association (website, exhibitions, advice)

• His business is “Been really busy since November…”: bread boards, (extending) tables, wardrobes, beds, chests, cabinets.

• Advice: “throw yourself into things”• www.organicgeometry.co.uk

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Being an entrepreneur

• Focus & work hard• Forensic examination of your customers• Positive thinking & being passionate• Collaboration• Spotting opportunities• Lean work ethic – keep costs down• Find a mentor• Take action - get started early!

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Can you help us?

• Blogs• Best become press releases• You can use them too – show your prospects. • Take photos (F, P). Make videos (YouTube).• How could you help? You provide some content & I’ll edit. Or meet up.• Any volunteers?

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Over to you!

• Plan your marketing• Keep costs down – invest carefully• Find your first customer• Good luck!

Thank you. Any questions?

Christopher Lamotte

01620 825751

07957 870071

www.linkedin.com/in/christopherlamotte

Twitter: @christophelamot

www.real-m.com