Tag Archives: Aardvark Marketing Consultants

Aardvark Marketing Consultants | Beware a drop in complaints

Beware a drop in complaints

Beware a drop in complaints

Like many businesses, we have an external company who provide our IT support. They are very good, quick to respond, and can usually fix our problems quickly. They also provide a monitoring service which identifies potential problems in time for them to be fixed before we are even aware of them.

All good then?

Well, not quite. We suffer from regular IT glitches – software crashes, laptop freezes, updates that remove customised settings etc. I’m sure you have experienced them too. The first time one of these problems occurs, I call the IT support team and then they call back later to fix it. Often this involves them having remote access to my computer, which is great, but of course means I can’t do any work on it until they are finished.

The second time it happens, I ring again and go through the same process. When it keeps happening, I start to get irritated – not with my IT support guys, but with IT in general and the choice I am forced to make between loss of functionality and lost productivity while it is being fixed. It’s particularly galling when I’m paying a monthly subscription fee to the software provider and need to make repeated requests to a so-called ‘support line.’

Eventually, for repetitive minor problems, I stop calling. I restart the programme, or even my computer instead. Sometimes that fixes it, sometimes I just find a way to work around it. I wonder what the IT company make of my behaviour. Perhaps they think things are improving as I don’t report as many problems as I used to?

A change in customer behaviour should always be a trigger to find out more. When, on the surface it looks like good news, it’s easy to take it at face value and move on. A polite “we’ve noticed you haven’t reported any problems recently” style enquiry by phone or email will confirm if it really is good news or, if like me, the customer is suffering from ‘complaint fatigue’ and lost the will to report problems any more. The next time your customer service team report a reduction in complaints with a big grin on their faces, you might just want to ask them why it has happened?


Aardvark Marketing Consultants | Aardvark Marketing Consultants win Best Marketing Automation Specialists 2017

Aardvark Marketing Consultants win Best Marketing Automation Specialists 2017

Aardvark Marketing Consultants win Best Marketing Automation Specialists 2017

Aardvark Marketing Consultants Ltd have again been recognised this year as innovative leaders winning the Corporate Vision Magazines Technology Innovator Award 2017 for Marketing Automation. Technology and digital marketing is constantly changing with new advances including ever more sophisticated automation, web tracking, CRM and lead scoring systems. Keeping abreast of these changes means Aardvark Marketing customers benefit from implementing the latest, most effective marketing programmes with outstanding results.

“Marketing automation is a powerful tool in the marketing toolbox but can be an expensive minefield for the uninitiated” says Gill Hutchinson, Director at Aardvark Marketing. “79% of our top performing companies have used automation for more than 2 years however, for the majority of SME’s, this represents a significant investment of time and resources and requires careful planning and organisation. Giving a marketing executive one of these systems is like handing over a Ferrari to a learner driver – accidents are bound to happen”. Aardvark Marketing recommend getting a specialist into the business to oversee the strategy, planning, implementation and measurement of the new systems to realise the full benefits of the modern technology and fuel faster and more profitable growth. “Winning the CV Technology Innovator award is a real boost for us as it recognises the contribution we make to unlocking the potential of these IT advances for our clients” says Gill.

The benefits of marketing automation include more personal level communication with prospects. This contrasts with the more traditional ‘broadcast advertising’ approach which involved targeted groups of people using specific demographics and media consumption. By engaging in a more personal way an automation system can generate more leads, increase the number of qualified leads and drive more sales through lead tracking. Another benefit is to increase cross-selling and up-selling to existing customers.
In todays’ marketplace buyers are changing their behaviour. They can access more information about your company than ever before and sales cycle length has increased by 22% over the last 5 years because of changes in the decision-making process and more people being involved. Having an effective and efficient lead nurturing system is now seen as a basic requirement by many leaders in the marketing industry.

“Now celebrating its third year, the Technology Innovator Awards return in 2017 to showcase the talented individuals, teams and firms that form the backbone of this dynamic industry. We aim to raise the profile of those who’s innovative thinking and commitment to technology make the industry what it is today. “ Laura Hunter, Awards coordinator, commented: “Technology is vital to everyday life; therefore it has been a real pleasure to be able to showcase those dedicated to making innovations happen. I would like to congratulate my winners and wish them the best of luck going forward.”

For a free and confidential consultation about how Aardvark Marketing can help your business call us today on 0121 222 5743 or email us

Aardvark Marketing Consultants | The evolution of marketing segmentation

The evolution of marketing segmentation

The evolution of marketing segmentation

We’re in a golden age of marketing segmentation and automation. Marketers are benefiting from being able to personalise marketing messages using automation systems that segment us according to the choices we make, what we do, what we view, who we talk to and what we spend.

Martin Hayward of Hayward Strategy and Futures recently wrote an interesting article about marketing segmentation through the ages. His historical analysis of how marketers have changed their segmentation techniques makes interesting reading:

1. You are what you earn – still used extensively today, this model grouped consumers by social class. This model assumes that class, employment and consumer spending power were related. For example, the professional classes include lawyers, doctors and accountants could be assumed to have different lifestyles and disposable income from tradesmen including plumbers and electricians.

2. You are where you live – again, still of use today, especially for direct mail campaigns, this model makes assumptions about the relative affluence and lifestyle of a consumer based on their specific postcode.

3. You are what you say you are – this was popular in the 1980’s era when marketers became very interested in responding to consumers based upon their responses to lifestyle preferences and choices. This had limited value due to the paucity and inferior quality of the available data.

4. You are what you do – the emergence of Big Data led this revolution which has been championed by supermarkets and their loyalty cards. The collection of a huge amount of data about our spending habits has enabled a more targeted marketing approach. The data revolution, together with the growth of social media and pay per click advertising means marketing has never been more laser-like in its ability to respond to our behaviour online, as evidenced by Facebook, Google and Amazon.

Martin’s prediction for the next phase of segmentation is “you are what you choose to share”. He believes this will be a logical step for consumers as we come to appreciate the extent to which we share our personal details and make a concerted effort to control and regulate the data we allow organisations to capture.

So, apart from being a bit of fun for older marketers like myself to appreciate, what would be a useful take-away from this model for a business and the marketing strategy to adopt?

Firstly, I would argue strongly that any way a business can define their ideal customer is valuable information. I spend a lot of time with my clients helping them to research and refine their ideal and we still use size of business and geographical location as a part of that process. The ‘big brother’ world of web tracking and social media allows us further insight about on our prospects, which add more colour and detail to our picture.

Secondly, if we know what brands a person buys, who they associate with, and what they are interested in watching or doing, we can tailor messages that resonate with their world. Over time, tailored marketing gives a better return on investment as we focus on the issues that matter to them. Understanding what issues excite them, what tone of voice we should use and when we should talk to them etc allows us to build stronger, more lasting relationships with potential customers. In short, we can become better at establishing trust.

Thirdly, business owners need to keep an eye on the future trends that will change the way we do business. The era of permission based marketing is fast approaching and business needs to be aware of how both existing and potential customers could react to the use of their data. One of the benefits of using marketing automation is it allows marketing to be permissions based. Customers need to behave in a certain way before we send them more information, and they can choose whether to receive it. In the future, customers may be warier of their behaviour and more reluctant to share information than before. Marketing content will need to be more relevant to the recipient than ever before if consumers exercise more discernment in their choices. Are you ready?


If you’d like a confidential discussion about achieving more bang for your marketing buck, contact us on 0121 222 5743 or email us here

How to identify the gaps in your Marketing – webinar

How to identify the gaps in your Marketing – webinar

If there are gaps in your marketing, you’ll often aim to fix those gaps by updating your website, getting to grips with social media or creating a new brochure. But this isn’t necessarily the best starting point.

So what is the best way to identify the gaps in your marketing?
If your marketing isn’t as effective at generating leads as you’d like it to be, then this webinar is for you. Gill Hutchinson shares one of the processes you can use to identify the real gaps in your marketing and work out the key areas that you need to improve.
CLICK HERE to start
This BizSmart lunch and learn webinar was broadcast on 11th October 2016

Chris and Gill Hutchinson | Aardvark Marketing

Aardvark 10th Anniversary hits the headlines

Aardvark 10th Anniversary hits the headlines

The Birmingham Chamber of Commerce today published an article about us and out 10 year anniversary.
It’s good to reflect on how we’ve grown over the years from offering a virtual marketing director service and market research into full diagnostic assessments and our new Sales Generator programs. Aardvark marketing was founded by Chris Hutchinson with the intention of helping SME’s compete on more equal terms with the ‘big boys’ with marketing. “I wanted to bring SMEs the power of “big brand” marketing. For too long I had seen SMEs fobbed off with fluffy, unaccountable, marketing practises,” said Chris Hutchinson. “It’s too easy to hide behind a mirage of artistically crafted sentences that appear to be aimed at selling your product. At Aardvark we believe in great creativity but we understand that it only delivers sales growth when it is accompanied by robust strategic direction and vision, better marketing planning, implementation, and monitoring to review and refine the processes.”
Companies that work with Aardvark enjoy impressive growth in both sales and profitability from their marketing activity.
Read the full article here