One of the best and most rewarding things about life as a copywriter is the opportunity to work on so many different projects, and with so many different and interesting people.
It’s always satisfying to reflect on the progress of a project, and to hear from our clients directly on what impact they think our contribution is making.
A charity we have been working with for over a year now is the OHMI Trust. It may be small in size but certainly not in ambition.
Its objective is a simple one: to enable children and adults with physical impairments to play the instruments they want to play, when they want to play them, and where they want to play them. And yet, it is a tireless battle to win hearts and minds, and to lobby the right decision-makers in Government and beyond to remove barriers to music-making.
Rachel Wolffsohn, OHMI’s General Manager, reflects on how a branding and messaging review was the start of a successful pairing with Yellow Bird.
One of the reasons it pays to work with a small business, is that they work hard to keep overheads and costs low. It’s certainly the case for Yellow Bird Marketing and Communications. Since the clients we work with all have very different needs when it comes to their projects (web design, SEO, videography, perhaps graphic design), it makes perfect business sense to bring in certain expertise only as and when needed.
When we were offered the opportunity of getting involved in the University of Derby’s Driven internship programme, we jumped at the chance. The programme meant we could work with talented and enthusiastic students and graduates like Maciej Rus and Freya Padmore who applied their expertise to projects; not only for Yellow Bird’s clients but for our business too.
“I think it is really important that the University, regardless of its name, supports businesses across the county of Derbyshire and that is the benefit of this particular programme. Remote working has given me the perfect opportunity to get the candidates that I really wanted for the project, regardless of where they’re based.” Rebecca Erskine, Yellow Bird owner
The internships may now have ended but we’re very happy that there have already been further opportunities to involve Maciej and Freya in new projects.
You can hear more about how the all-round benefits the project brought here.
Without knowing how your competitors are performing, it’s easy to operate in your own bubble. You’ve built up a loyal base of repeat customers, your products and services are well received and your order book remains full. But if market conditions suddenly change or if a new competitor enters the market, do you have the data and intelligence you need to adapt your products or services, channels or target markets?
Conducting a competitor analysis, and regularly maintaining it, is a vital activity in making sure your business remains relevant.
We often think of ‘the competition’ purely in terms of other businesses or organisations that are selling the same products or services as us. In reality, there are three types of competition:
Primary: those direct competitors who are offering the same or similar products or services to the same customer audience.
Secondary: those offering similar products or services to a different audience.
Tertiary: those serving the same audience but not with the same products. Even if your products are very different, you may still be competing for the same budget.
There’s also a fourth type of competition that is often ignored: that of the customer choosing to ‘do nothing’. In other words, not choosing you or any of your competitors but simply carrying on as normal.
Competitor analysis not only helps you future proof your business, it also helps with the here and now.
Taking the time to research the alternatives a customer may have other than choosing your business, means you are better prepared to deal with any objections in their decision making.
A Simple Guide to Competitor Analysis from Yellow Bird Marketing and Communications is designed to help you:
identify your competition in all its forms;
apply both tools and gut feel to compare and contrast your offer with that of your competitors;
determine which assessment criteria to use in your analysis; and
continually monitor market activity to always remain one step ahead.
To download the guide, simply click the image below or download it from Google Drive.
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