This article first appeared in Absolute Brighton magazine - March 2013
What we are seeing in the market at the moment is a
general acceptance that we are living in a changed economic environment.
Companies have cut their costs, reduced their staff and revised budgets to take
into account a slower economy. These changes have taken their toll over the past
two years but it feels that now we are all settling into a new ‘normal’. And
companies, including ours, are now looking to maintain and grow their market
share from this new base.
So slowly slowly companies are feeling optimistic enough
to invest in their future by looking at how they can cost-effectively market
themselves to current and new audiences. But there is a caution in the way that
this is being done. Budgets are carefully monitored and fixed cost projects seem
to be more desirable than open-ended ones. Companies are also looking at their
own purchasing and procurement processes to ensure that the very systems that
are meant to control costs are not restricting better value purchasing
decisions.
We are also finding that clients are looking for a
partnership approach – one where we support their in-house resources rather than
take everything off-site. They are keen for us to inform their decisions but
want their in-house teams to implement, or at least be able to implement some of
the work. Their nervousness about the economy is understandably extended to
nervousness about taking risks.
Are we seeing green shoots of recovery? I think we are –
but at the moment we are having to dig deep to give the shoots the environment
they need to grow (sorry about the extended metaphor).
To encourage business growth in Brighton we need to make sure that every small business
owner has access to the support they need to ensure they are running their
businesses as effectively as possible. A combination of peer-to-peer learning
and really good professional support can really change the way a business
‘works’. Business owners themselves should look to develop their networks and to
take the time to look at the real value of what they are delivering and who
their potential audiences really are. And.. where possible keep the money in the
city by using local talent whenever you.
If you'd like to find out more about how Frank! supports Brighton & Hove businesses do get in touch
Jo@frankontheweb.com Tel 01273 670 100 www.frankontheweb.com
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