SUCCESSFUL MARKETING AND BUSINESS DEVELOPMENT PLANNING AND NEW NEXIA TENDER TEMPLATES Mike Bishop, Barbara Hamilton & Steve Smith Smith & Williamson and Thirdperson

Who we are Mike Bishop, Audit Director, Smith & Williamson London, Chair of Nexia Europe Barbara Hamilton, Association Director in Marketing, Smith & Williamson, Head of Business Development Steve Smith, Director, Thirdperson, PR agency for Nexia International Mike Bishop

What we’re going to cover over the next hour What marketing we do now The difference between marketing and business development How to get the most from PR Creating a marketing strategy The planning process Tender templates and best practice Mike Bishop

What marketing do you now? Mike Bishop

Business Development v. Marketing Planning New product/ service development Targeting Client care/feedback Key client management Tenders and proposals Prospect meetings Telesales Lunches/Coffees Sales meetings Website Seminars Networking Conferences Parties PR Advertising Sponsorship Internal communications Newsletters s Brochures / Flyers Barbara Hamilton

Time for your ideas Barbara Hamilton

Discuss in your groups What marketing activity do you do the most? Please rank: Lots Some None What is the most effective? Please rank: High Moderate Low Barbara Hamilton

Business Development v. Marketing Planning New product/ service development Targeting Client care/feedback Key client management Tenders and proposals Prospect meetings Telesales Lunches/Coffees Sales meetings Website Seminars Networking Conferences Parties PR Advertising Sponsorship Internal communications Newsletters s Brochures / Flyers Barbara Hamilton

Why use PR in your business? Reach a wider audience (power of the web) Build credibility and reputation CAN lead directly to new work It’s FREE! (at least cost-effective) Creates other marketing opportunities Repeat, repeat, repeat Good for staff motivation and recruitment Steve Smith

10 ways to get the most out of PR for your business Have a strategy Choose the right issues Know your target publications News vs features Understand what journalists want Think beyond audit! Recycle your news Work with partners - trade associations, professional bodies Make the most of what you’ve already got Good photographs Steve Smith

Press relations for Nexia International Steve Smith

Press relations for Nexia International Objectives Raise name awareness and profile Help member firms Approach “The basics” - coverage of Nexia v competitors “Thought leadership” - comment and articles to show off expertise Who are we aiming at? Other firms and networks (potential members) Work referrers - banks, lawyers, international chambers of commerce Prospective clients Steve Smith

Press relations for Nexia International What’s interesting about Nexia? Strategy Growth Brand New members Appointments Network v Association Member firms Clients What else can we talk about? IFRS and international tax issues Comparative country studies/surveys Cross-border client case studies Wider international business issues, eg growth strategy, access to finance. Steve Smith

What’s our role? Steve Smith

How can you help? KNOWLEDGE EXPERTISE IDEAS!!! And local press contacts if you have them Telephone: Steve Smith

How do you create a marketing strategy? Barbara Hamilton All successful marketing is built around anticipating or meeting the needs of your market (the clients or users of your product or service). In order to do that each one of the following seven points needs to be right.

The marketing mix. 1.Product: What it is you are selling 2.Place: Where it happens (e.g. online, at your offices, at their offices) 3.Promotion: How you let people know about it (advertising, publications, PR, networking etc.). 4.Price: How much and on what basis you charge 5.People: Who is involved as part of the exchange of services 6.Process: What needs to happen for the service to have been delivered 7.Physical evidence: What proof is there that the exchange has happened (e.g. client reports) Barbara Hamilton

All planning has 4 key elements Where are we now? Where do we want to get to? What is getting in the way? What can we do to overcome those obstacles? Barbara Hamilton The business strategy has to come before the marketing strategy

What challenges do we face? What do we need to overcome these challenges? (Marketing strategy) Where are we now? Strengths Opportunities Threats Weaknesses Where do we want to be? Barbara Hamilton

Where we are now Where we want to be and why How we are going to get there/overcome challenges What to do and who is going to do it Doing it. How we know we have succeeded CURRENT SITUATION OBJECTIVES STRATEGY TACTICS ACTION CONTROL

Tender templates & guidance Guidance document of tender best practice PowerPoint for presentation meetings, and shorter tender documents Word: A tender document Designed to give you some choice and to be easy to use, flexible and attractive Barbara Hamilton

A quick illustration

Introducing Nexia tender best practice – the 5 Ds Follow up internally Follow up with the client Plan next steps Send your tender Prepare for presentations Present your ideas Finalise your selling points Identify your solutions to the client’s needs Challenge your ideas Whether to go ahead Who is on the team Why you are the right choice Undertake research Meet the client and clarify their objectives Share ideas and solutions to the client’s problems 2 DISCOVER 3 DEVELOP 4 DELIVER 1 DECIDE 2 DISCOVER 3 DEVELOP 5 DEBRIEF 4 DELIVER 1 DECIDE Barbara Hamilton

The Nexia best practice tool kit helps to Clarify what behaviours improve success with a guide on tender best practice Achieve consistency in the quality of tender documents by using Word and PowerPoint templates Mike Bishop

Now at nexia.com Mike Bishop

SUCCESSFUL MARKETING AND BUSINESS DEVELOPMENT PLANNING AND NEW NEXIA TENDER TEMPLATES Mike Bishop, Barbara Hamilton & Steve Smith Smith & Williamson and Third Person Consulting