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Think 'SME SR' not CSR

21.02.11

Businesses are coming under increasing pressure to engage in activities which come under the corporate social responsibility (CSR) banner. CSR follows the concept that each company has a responsibility, in fact an obligation, to help the same community that allows them to earn profit.

Many believe that the larger multi-national companies impact the most upon society, and therefore, must be the primary undertakers of CSR activities; however, statistics tell another story. As we know, official data gathered from across the globe, has found that more than 90% of the businesses in the world are classified as small and medium enterprises (SMEs). SMEs play a vital role and are an important part of the UK, EU and global economy; however when it comes to adopting social responsibility,  smaller companies are falling behind in making changes within their businesses to honour ethical values, people, communities and the natural environment.

Although small and mid-sized organisations may not have a multinational’s budget to help them develop their CSR activities, there are some highly productive activities that can be undertaken by smaller businesses that can make a big difference.

SME’s can reap significant benefits from a reorganised approach to CSR.

Consider our key steps to ‘SME SR’:

• To implement a social responsibility program effectively, a company must engage employees in the planning process. Talk to your staff. What causes do they want to support? What would create meaning and motivation for them in the workplace? By getting your network of people on board, you can work together to form an effective strategy. Set your ‘SME SR’ objectives.
• Social responsibility isn’t just about recycling your paper and turning off lights. It requires a change in attitude. Look at every aspect of your business; from your impact on the environment, your staff, your community and your business network.
• Gather ideas internally, from amongst your team and externally, from the wider business community and internet, of activities and undertakings you can commit to that fit with your ‘SME SR objectives’.  
  • You may want to reduce your impact on the environment by reducing the amount of meetings that you drive to and embracing remote-meeting technology.
  • Rather than printing documents for clients, send PDFs via email.
  • If you do have to print, make sure it is duplex.
  • Stop printing out 1000s of brochures and leaflets that never get used. If you do need tangible marketing collateral, use folders with digitally printed inserts (printed as and when needed).
  • Use low energy bulbs.
  • Don’t leave PCs and equipment on standby.
  • Incentivise car sharing or cycling to work.
  • In the winter, introduce morning and afternoon hugging sessions to stay warm and reduce heating needs (only joking…or not!)
  • Allocate days when you’ll work in the community or for a cause.
  • Adopt a cause to fundraise for.
  • Most importantly, make it fun!
• ‘SME SR’ should be viewed as a process of building shared value within your organisiation, rather than a superficial PR exercise.  Whilst it will undoubtedly give your business something to shout about, in blogs, newsletters and social media, we believe it is a lifetime commitment that should be integrated into the day-to-day running of your business.

What is in it for me, I hear you say? Well the benefits can be significant for SMEs:

• Improved image and reputation within your market and local community
• Improved trust and understanding
• Larger, more prominent profile within your community
• Possible business opportunities
• Increased employee motivation within your organisation
• Increased attractiveness to potential recruits and clients
• Considerable cost savings and increased efficiencies within your organisation

 These are just a few of the ways you can benefit. Over time, you will be surprised at what doors open as a result of your consideration of your business' impact on your community, network and environment. We may be small, but combined; SMEs have the power to make a real positive impact on our external environment. So next time someone talks about CSR, think ‘SME SR’!

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Top Marketing Tips For February

17.02.11

What Matters Now - As promised each week, the team here at TLC Business will provide you with a free Seth Godin eBook. This week we bring you ‘What Matters Now’, a great book that gives you ideas on how to get more out of your business this year.

Gallery Hosted – An image hosting and photo sharing website that provides what most people need from a photo sharing website plus a few little extras.

Corpdata - UK B2B marketing data list owner, providing up-to-date mailing list data for B2B direct mail, telesales and email marketing. To help boost your sales in these tough economic times, Corpdata are giving away 200 free contacts to every business in the UK.

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Be My Business Valentine

04.02.11

When we speak with businesses, the most common marketing objective they are focused on is bringing in new clients. The majority of resources are usually channelled towards the undoubtedly important activity of new business generation.

Whilst new business development is clearly a vital activity in any organisation, it is important that we don’t neglect or take for granted the businesses that you are already in a relationship with, your customers.

With Valentine’s Day on the horizon, we thought it was a great time to highlight the importance of taking the trouble to show your current customers that you care. Without them you wouldn’t be in business, so make sure they know how important they are to you.

Famously, it is 5 times more expensive to acquire a new customer, compared with retaining and satisfying an existing customer’s needs. At a time when businesses are looking to get maximum value from their marketing budgets, customer retention has to be high on your list of priorities.

It is essential to keep in touch with your clients on a regular basis. Regular communication builds and strengthens relationships, ensuring you will benefit from your customer’s business for years to come. If you are good at showing you care and delivering what they need, your customers will become advocates for your organisation, referring you to friends, colleagues and companies, generating the new business that allows your business to grow.

Taking the time to understand your customer, their business and environment in which they operate, is an essential first step in laying a solid foundation for a good client relationship.

Building and maintaining effective and rewarding relationships with clients has many benefits:

• Customer relationship management (CRM) helps businesses gain an understanding of the behaviour of their customers and enables you to adapt your business operations to ensure that your customers receive the best possible service. (Visit our article on CRM software)
• A close relationship with clients helps you to recognise the value of your customer base. The better a business understands its customers, the more responsive it can be to their requirements.
• Combining your customer relationship management with your marketing can be a great strategy to maintain customer loyalty, interaction and long-term engagement. The more opportunities a client has to engage with your business the better, so make sure you open up new channels to interact with clients as they become available.

Below are our Top 5 ways to keep the lines of communication open and develop close relationships with your clients:

1. Social media is a cost-effective tool to keep your business in contact with your current clients. Use Facebook and Twitter to follow their latest events, news and articles, ‘like’ their wall posts and re tweet their twitter feeds.

2. When interacting with a client, communication is very important. Stay in touch with your clients through e-newsletters and e-shots. Send reminders about special promotions you're running, notifications about new merchandise you're stocking or newsletters about community events that you're sponsoring.

3. Personal communication is key, call and meet with your clients on a monthly, if not weekly basis. Spend time learning more about their business. Find out what problems they have and how you or your network might be able to help them.

4. Run events and seminars for your clients, providing them with a great networking opportunity, as well as a chance to learn more about the services you provide.

5. Finally, send your clients direct mail campaigns to say thank you. A simple thank you card, box of chocolates or personalised gift can go a long way.

Everyone is out to win new business but make sure you don’t forget your current loved ones.  

 

 

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