How to Guide

CUSTOMER DATABASES, LOYALTY SCHEMES, E-NEWS & GDPR

Click on the link below for the full presentation from  Lesley Wood, LMW Consulting,  which focusing on building a customer database platform and getting the most from loyalty schemes and e-news.

CRM, LOYALTY SCHEMES & E-NEWS

To create loyalty schemes and e-news, your audience must be GDPR compliant.

Having a suitable CRM system can help collate information on customers to ensure you are following GDPR.

Click on the following link for the full presentation from GDPR and Business Consultant, Tony Couch on GDPR .

GDPR

MAKING MONEY FROM FARM TOURS

Carrying out farm tours provides a unique opportunity for the general public and tourists to discover more about the huge diversity of the farming industry in Scotland. It reaches out to people who would not normally have the opportunity of visiting a farm and provides the public with new insights into the agricultural, food and drink and rural sector.

Click on the link below for the full presentation from Scottish Enterprise Agritourism Monitor Farm Programmes facilitator, Caroline Millar which focusing on making money from farm tours.

The presentation highlights key areas that businesses should research, review and analysis in order to make the most of offering farm tours including;

  • Setting the right price
  • How to adapt your business/personal life to ensure you are offering tours at suitable times (e.g. weekends, after school etc.)
  • Top tips to ensure your farm tour offering features on Google listings.

MAKING MONEY FROM FARM TOURS

GETTING THE MOST FROM GIFT VOUCHERS AND PROMOTIONAL MATERIAL

Gift cards & promotions can provide a variety of benefits for your business – from increased revenue to greater customer loyalty.

Click on the link below to access the full slides from Lesley Wood, LWM Consulting‘s presentation on Tuesday 25th August 2020 which focused on getting the most from gift vouchers and promotions.

Gift Vouchers – The Business Case

MANAGING YOUR ONLINE REPUTATION

Please click on the link below to access the full slides Lesley Wood from LMW Consulting presented on managing your online reputation during our virtual meeting on 15th June 2020.

Managing Your Online Reputation

CREATING A MARKETING PLAN TO REFRESH (OR START) YOUR BUSINESS

Please click on the link below to access the full slides Lesley Wood from LMW Consulting presented on creating a marketing plan to refresh your business during our virtual meeting on 29th June 2020.

A Fresh Look at your Marketing Plan 

You can also access the following practical exercises provided by Lesley which can help create an effective plan for your business.

Digital Marketing Goals – this exercise is the first of circa 10 chapters of your marketing (or campaign) plan broken down into simple questionnaires.

  • There can be many marketing goals on the journey to a sale
  • Bullet point answers are sufficient, no need to write long paragraphs
  • Where possible try to add a figure to your goal, i.e. 2 new reviews per month, 50 new customers, £20k revenue (this is useful but not essential)
  • This is only a first draft of your marketing goals, so please do not feel pressured
  • The exercises will overlap to some degree and should all tie together by the time you get to the end

Customer & Audience Personas – this exercise will help you identify the different types of customers who are attracted to your business and help identify the needs, wants and interests of your customers. This feedback will help you adapt your business and offer the best experience to your customers.

DESIGNING & DELIVERING A CAMPAIGN

Please click on the link below to access the full slides Lesley Wood from LMW Consulting presented on designing and delivering a campagin during our virtual meeting on 1st June 2020.

Designing & Delivering a Campaign

ONLINE BOOKING SYSTEMS

Andrew Craig from VisitScotland attended the East Central Monitor Farm meeting which focused on making the correct investment in a website.

Andrew highlighted the support VisitScotland can give to businesses setting up online booking systems within their websites and soome of the resources available. Click on the following two options below to download the documents created by VisitScotland;

*Please note: These are in no way a complete overview of the booking systems and OTAs available. There are many others not listed in the two documents. It’s imperative that businesses do their own research when making their choice and try out as many systems as is feasible.

VistScotland does not endorse any of the booking systems/OTAs listed in the two documents and they should merely be used as a starting guide to introduce businesses to the opportunities available. *

Online Booking Systems

VIDEOING WITH A SMARTPHONE

Click here to access some top tips on how to create a simple video using your Smartphone.

Video and photography are two great ways to market your business, whether it’s through your website or social media channels.

People enjoy visually seeing how a product works or what a venue looks like, so creating short videos or capturing strong images will help sell your business and its easy to do.

We carried out a group exercise at the East Central Monitor Farm meeting on 8th August where attendees practised their video making with each other. See below the results.

DO'S and DONTS PART 1

DO'S and DONTS PART 2

DO'S and DONTS PART 3

DO'S and DONTS PART 4

DO'S and DONTS PART 5

HUMANISE YOUR BRAND

During the West Central Monitor Farm meeting on 26th June 2019, Lesley Wood from LWM Consulting carried out an exercise with delegates, helping them to describe the brand they were trying to develop and begin to inform marketing messages, social media content, colour schemes and visual imagery.

Click here to get access to the ‘Humanise Your Brand’ questionnaire and start your brand development process.

5 MINUTE FACTSHEET – FIRST IMPRESSIONS

After a while it is difficult to see our business as others would see it for the first time.

Customers are constantly coming to get to know your business for the first time and will either have a positive or negative view of it, or somewhere in between.

Click here to access our five minute factsheet about the customers journey prior to & during a visit to a new business for the first time.