by Birch Marketing | May 20, 2015 | News
The Facilities Management sector has grown significantly over the past 20 years, but brand awareness amongst the public is limited. Many people are not aware of what the companies do, and the value that they bring to day-to-day life. There are probably a number of reasons for this and I have focussed on two that I consider to be key below. Does the sector have a clear identity? By that I mean, is there a clearly defined brand purpose and proposition which is consistently communicated? From my perspective, I think that the messages that we send out are often muddled, both in terms of what we do, but also the value we deliver. There are often overlaps of FM with property, IT, HR and then there is the question of single services (eg cleaning) versus facilities management versus total outsourcing. Is there any wonder that many of the general public are confused about what facilities management really is? I believe that clearer and more consistent communications would contribute to brand awareness, and the esteem in which the profession is held. Why are Facilities Management companies reluctant to shout about their successes and the great things they do? During my last 8 years in this sector I have heard about great programmes that have created value in the workplace, and made a positive impact on people’s daily lives, but very rarely are these communicated outside of the industry or the specific company. Examples include: • Smart workplace programmes which maximise the quality of the working environment, so employees can work productively, whilst ensuring the workplace is used efficiently. • Innovative food offers...
by Birch Marketing | Mar 26, 2015 | News
Many B2B technology companies, be they science, engineering or IT, are great at coming up with new innovations. Many of them are also very good at explaining what the innovation is, its features and how brilliant it is compared to the alternatives available. Surprisingly, only a few do a great job of explaining the benefits of what they have to offer to their clients, and their customers, in a compelling way. I guess part of the problem is that those with a technology background tend to get very enthusiastic about the innovation process and the invention, and sometimes pay less attention to communicating innovation and why other people should care. Here are a few steps to help ensure that this doesn’t happen: Clearly identify the benefits that the innovation will bring to your target clients and, if relevant, to their customers, and the proof you can provide to confirm each of these. Basic marketing, but ensure that they are all true benefits and that a few features don’t creep in! Use compelling case studies from “early adopters” to illustrate the benefits in appropriate sectors ie “here’s how a corporate office has saved money, here’s how a leisure centre has increased revenue” Use stories of transformation within the case studies to illustrate the “before” and “after” and how the innovation has had this effect on the business. Quotes are great for communicating the benefits through the voice of existing clients. Ensure that your marketing communications uses consistent messaging throughout all channels, be they your website, press articles, social media, printed documents, videos or events. Next time you come up with...
