Interview with Jon Wilson

So Jon, what decisions are small businesses faced with when deciding where to spend their marketing budget this year?

Customers are being more careful with their marketing budgets this year. Return on investment and value for money play the biggest part in the decision making process.  Thankfully, we have always been able to demonstrate both for our products and services.

If you were running a small business, how would you market it in the current climate?

For me, our email marketing solution provides a neat solution for small businesses.  With minimal effort and cost it is possible to target the ideal clients.  At Thomson Local, we understand that SME’s are pushed for time and this service has been especially designed with this in mind.

What kind of return should a business expect to get from their direct marketing spend?

You get what you put in.  Direct Marketing requires focus from the relevant client.  Those who do it right see significant returns.  For example, The UK Fire Risk Advisory Service bought Business Search PRO and some credits from us and have so far made around £60 - 70k.  If you don’t believe me, just take a look at the case study from them on our website.  Similarly, Omar & Co. Accountants bought New Connections from us and have generated new business revenue totalling £5,000 from a £1,000 investment.

These results show what is possible when the data is used effectively.  Any customer that is struggling to make a return from their investment should contact us for more advice on what they can do.  If they haven't got time to call the data we can mail it for them and then all they have to do is follow up the leads. 

Have you come across any mistakes or pitfalls that businesses have made with their direct marketing which should be avoided?

Apathy is the biggest pitfall.  Clients have some excellent plans and uses for our products.  When we end up discussing with them how their plans turned out, invariably, if they are unsuccessful, it is because the plans they had have not yet been realised.

We have an incentive scheme for any Direct Marketing Services customer that has had success with our products if they tell us about it.  Can you tell us more?

Winning new business means you need to demonstrate return on investment.  Testimonials really help with this and we are happy to reward our customers if they can tell us about their success stories with our products. 

Business Search PRO customers can take advantage of 600 credits and New Connections customers can have Fastest Growing Companies data in an area of their choice when they provide us with a testimonial.  Any interested customers should speak to their Account Managers for more details.