CASE STUDY: DEFINING THE KEY MESSAGE FOR YOUR MARKET
The most difficult decision for a start up business is often defining your market. The world is your oyster, but you can’t afford to tackle more than a tiny part of it.
Smile IT was set up to provide home users and small businesses with a virtual IT support service. They knew that small companies waste an enormous amount of time on technology problems, and also put their businesses at risk through their ignorance of computer viruses and the like.
But there is also a burgeoning market of home users; people who need e-mail, internet and, increasingly, wired and wireless networks, who also need support and guidance.
The trouble was, where to start?
Oriel Marketing helped to define which groups were going to be the main target and what key messages to use for each segment. This led on to practical advice about pricing, building a marketing plan and now occasional update sessions to keep Smile IT on their toes.
Three years on, and they are a thriving business, with a customer base incorporating home users, small businesses needing support in a crisis and even long term support contracts for some larger firms in their area.
They have recently won the Best Small Business Award in their local area. Try them. They’re good!
To find out more about SmileIT visit their site at www.smileit.co.uk
If you want to make a real difference and achieve business benefits, call Oriel Marketing on 01252 727625