Marketing

My first blog.

Hello, my name is Justina and I am reporting live from Quad Consultancy as a fresh Marketing Intern.

I come from one of the Baltic States – Lithuania. I live and study in the capital Vilnius. At the moment I am nearly finished with my Bachelor studies, the last step for me is an internship and the Bachelor Thesis. Thus, I find myself in Malta, as the intern in a Consultancy company, making the most of this experience.

This is the start of my fifth week in Malta and I have to say that so far it has been going great. The weather is something I needed to get used to as an Eastern European but it is, in fact, a nice change. As for now, I can only highly recommend visiting Malta and experiencing every benefit it has to offer. Starting from the always noisy and full of different food/shop spots Sliema beach coasts and finishing with the… well, there is too much to do here, thus, exploring never ends.

I do have to admit that I picked up an addiction along the way. A Creppe Place which I discovered in Sliema has another shop next to the Quad Office. Let’s just say, that I am a very loyal customer and not only I bring other loyal customers but also I advertise it as if I am paid by them. Other interns should agree. If you are ever in Malta, visit Kreppre. It is not sponsored, I promise.

From the nature side of Malta, well, it might not be as green and leafy I was used to in Lithuania, but I sure was amazed by the vast amount of pretty beaches and bays, lagoons and cliffs. You can feel the exotic part of Malta in every corner. The sea is very warm and helpful when trying to survive the heat. It is nothing like the Baltic Sea. I can spend the entire day just in Sliema Surf side’s natural pools. Of course I would need to have a break and grab a Creppe which is just a few minutes of walking.

The people surrounding you in Malta are very relaxed and easy going. The language that is common in every area is English. That makes the stay even more pleasant. All in all, the start is great for me and I am waiting for some more challenges and experiences that this journey will bring me.

Stay Tuned!

Justina.


Sveiki, mano vardas Justina ir šiuo metu rašau jums iš įmonės Quad Consultancy, kurioje dirbu kaip „šviežia“ Marketingo praktikantė.

Aš gyvenu ir mokausi Lietuvos sostinėje – Vilniuje. Šiuo metu baiginėju Bakalauro studijas ir paskutinis žingsnis, kurį privalau žengt, tai yra privaloma pratika bei baigiamasis bakalauro darbas. Praktiką atlikti pasirinkau Quad Consultancy konsultacinėje įmonėje, saulėtoje Maltoje.

Maltoje skaičiuoju jau trečią savaitę ir turiu pripažinti, jog kol kas čia praleistas laikas tikrai puikus. Oras žymiai drėgnesnis, nei Lietuvoje, tad prie šito dar tikrai reiki priprasti, tačiau visada galima paskirti dieną mirkstant jūroj. Tikrai rekomenduoju užsukti į Malta ir išbandyti viską ką ji turi pasiūlyti. Pradedant triukšmingais Sliemos paplūdimiais ir baigiant.. na, čia visada visko apstu, tad galima pavargti tyrinėjant.

Turiu pripažinti, kad Maltoje supratau, kad esu priklausoma nuo itališko stiliaus blynų Creppe. Puikią vietą atradau Sliemoje ir mano džiaugsmui, jie turi dar vieną kavinę prie pat Quad ofiso. Galiu pasakyti tik tiek, jog pritraukiau daug lojalių lankytojų, kiti praktikantai pritars. P.S. Jei kada būsite Maltoje, aplankykite Kreppre. Ši žinutė nėra paremta Kreppre, prižadu.

Kalbant apie gamtą Maltoje – ji ne tokia žalia kaip Lietuvoje. Tačiau mane stipriai sužavėjo visi paplūdymiai, įlankos, uolos bei lagūnos. Jūra be galo šilta ir švari, ji puikiai padeda išsigelbėti nuo karsčio. Jūroje mirkti įmonoma visą dieną, ypač Sliemos Surf Side jūros baseinuose. Žinoma, reikia padaryti pertrauką ir suvalgyti Creppe, kurį galima pasiimti paėjus už kampo.

Maltiečiai be galo atsipalaidavę bei draugiški. Taipogi, tai, jog visi kalba angliškai, net ir visose įstaigose, labai palengvina gyvenimą užsienyje. Dar tik pradžia, ir tikrai žinau, kad manęs laukia daug nuotykių ir įsimintinų patirčių, tad viskas dar tik priešaky!

Laukite žinių,

Justina.

All good things come to an end!

After three incredible months in Malta I have to say goodbye to the island. I can say that until now it has been the best experience in my professional and social life.

During these months I have had the opportunity to meet Maltese people and learn some words such as “Madonna” (a very versatile word. It can be used for when you’re scared, happy, sad or even angry), “Mela” (covers the entire basis in Maltese), “Bomba” (to say something that has been cool). Also, I have tried many typical Maltese food such us the Pastizzi, It is one of the most common cakes of the island they can be founded in any pastry shop. Ftira, disc-shaped semi-flat bread made with flour, water and salt. It is reminiscent of a ciabatta in both texture and the Gbejniet one of the typical cheeses from Gozo, traditionally realized with milk of goat or of sheep. In addition to that, you cannot leave the island without having tried the Cisk beer.

On the other hand, I have had the opportunity to visit most of best places on the island. It has to be said that Malta has a lot of beautiful places where you can disconnect and relax. Personally, I think that my favourite places in Malta are Manoel Island beach, where you can see all Valletta, and Coral Lagoon located in the north of the island. What I like most about that place is that you can rent a kayak and go through the sea until you arrive at a big cave with a hole on top of it.

The whole experience in Malta has been unforgettable; I have had the opportunity to meet a lot of people from all over the world and what it is more interesting is that from all of them it is possible to learn something new. Also, I have to mention my good relationship with the embassy because I have spent more time there than in my house.

Finally the best part of my blog comes and it is about Quad Consultancy. I have to affirm that the group that forms Quad is incredible, all the consultants are really nice and they are always making jokes to keep a good atmosphere. Also, I had the opportunity to enjoy my time with the other interns in the office as well as out of the office in the evenings. During my stance in Quad they have given me a lot of opportunities to learn with them and put into practice my studies. Just to give an example I was in charge to create a presentation for future clients and to make an advertisement that appeared in one of the most important newspaper in Malta.

To sum up, I will like to thank all the people from Quad and the people I have met in Malta, and the best thing to do so, is to put a photo that simplifies my three months here in Malta.

Many thanks!

Ibon Basterrechea

 

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¡Todo lo bueno tiene su final!

Después de tres meses increíbles pongo fin a mi estancia en Malta. Hasta el momento puedo afirmar que ha sido la mejor experiencia que he vivido, tanto profesional como personal.

Durante estos tres meses he tenido la oportunidad de conocer gente Maltesa y aprender palabras que utilizan continuamente. La palabra preferida de los Malteses es “Mela”, tiene más de siete significados diferentes pero comúnmente es conocida para decir “vale”. Luego está la palabra “Bomba” que hace referencia a algo entretenido o extravagante. “Madonna” también la utilizan para mostrar sentimientos. Por otro lado, también he probado comida típica Maltesa como los Pastizzi, pequeñas tartas de hojaldre que se pueden encontrar en todas las pastelerías. La Ftira es un pan maltés con forma de anillo, generalmente se come con rellenos como, patatas, tomate fresco, cebolla, carne y aceitunas. Para los que les guste el queso, en la Isla de Gozo hacen el Gbejniet, es un pequeño queso redondo hecho a partir de leche de oveja o de cabra.

Asimismo, he podido visitar gran parte de la isla y la verdad es que hay muchos sitios en los que se puede desconectar y disfrutar de las vistas. Para mí, los dos mejores sitios de la isla son la playa de Manoel Island, en la que se puede ver Valletta y el Coral Lagoon situado en el norte de la isla, alejado de los spots turísticos y la mejor forma de acceder es alquilando unos kayak.

Toda la experiencia en Malta ha sido inolvidable, gracias a que he podido conocer gente de
todos los lugares del mundo ya que Malta es un destino muy frecuentado para hacer prácticas.

Por último, me gustaría agradecer a Quad Consultancy el gran trato que he recibo por parte de toda la plantilla. El ambiente en la oficina es perfecto y los consultores están constantemente haciendo bromas para mantener el buen ambiente entre los de prácticas y ellos. La empresa me ha dado muchas posibilidades para aprender de ellos, desde hacer anuncios para el principal periódico de Malta, colaborar en el diseño de la nueva página web, a presentaciones corporativas para los clientes de Quad. Por otra parte, también me gustaría agradecer al grupo de estudiantes que estábamos de prácticas en Quad; ¡han sido tres meses increíbles!

Hasta pronto,

Ibon Basterrechea


Moin Malta!

Hi or as we would say in Hamburg, Moin!

My name is Benjamin Hermann, I am 27 years old and come from the beautiful North of Germany. More precisely from Hamburg. Like the Maltese, people from Hamburg are a bunch of sailors with a long tradition, too. Hamburg is not an island but through the blood of every Hamburger it flows the Elbe and the North Sea .

But let´s get back to me.

I have recently graduated with the German degree of “Diplom-Kaufmann” (comparable to a master in business administration). I have specialized in marketing, finance and risk management. I wrote my diploma thesis in the field of marketing, which dealt with the role of influencer communication for service companies. My hobbies are reading, meeting friends and listening to music, but also scuba diving. I like to cook
and I am interested in all kinds of sport activities. I like to try out new things, so I recently discovered bouldering for myself. Luckily Malta is known for its beautiful dive sites and climbing spots.

So, why Malta?

My wish was to go abroad after my graduation. I did not just want to improve my English, but also gain my first professional experiences abroad through an internship. Working under the sun with direct access to the beach, that was what I wanted. It is also exciting to get to know cultural differences, especially in the field of marketing and the world of economics. My goal was to find an internship in Europe. As there is no other European country besides the UK and Ireland in which English is spoken as an official language and I wanted to go to Malta.

So when I identified my destination country, I searched on the Internet for suitable internships and found some attractive companies. After having several interviews, I chose Quad Consultancy to do a 4 months internship in their marketing department. The company looked very serious to me and the job interview was very open and relaxed. The team is young and dynamic here. You can get involved very well and you do not have to be afraid about making mistakes. I have been here for just over two weeks and one of my biggest concerns at the beginning was not to be taken seriously as an intern and given tasks such as making coffee or managing their paperwork. So far, however, I only used the coffee machine when I made coffee for myself. I rather have the freedom to engage myself and to present my ideas.
It is nice to work in such an environment and to gain my first experiences and I am very curious how the next few weeks and months will develop.

Also, the first impression I got from Malta in the last weeks was very positive. The island seems to me like a single big city. The change to the left-hand traffic and the chaotic driving style is strange for me as a German – I am still looking in the wrong direction when crossing a road- but one day I will get it….
Malta offers many opportunities to go out with friends / colleagues in the evening. Whether it is a party, a delicious dinner, or just letting the day end on the beach with a beer or glass of wine. Although the tourist beaches are very crowded, with a bit of exploration and climbing you will find many empty coves and beautiful swimmingspots.
Apart from leisure activities, Malta also has a lot to offer in terms of culture and culinary delights, which I wasn’t able to discover in this short time, but I am looking forward to explore and get to know everything in the near future.

I am looking forward to what I will tell you at the end of my visit in Malta.

Bye for now! Grazzi!

Your Benjamin


 

Hi oder wie wir in Hamburg sagen würden, Moin!

Mein Name ist Benjamin Hermann, ich bin Baujahr 1991 und komme aus dem wunderschönen Norden von Deutschland. Genauer gesagt aus Hamburg. Wie die Malteser sind wir Hamburger ein Völkchen von Seefahrern. Zwar ist Hamburg keine Insel, allerdings fließt durch das Blut eines jeden Hamburgers die Elbe und die Nordsee.

Aber zurück zu meiner Person.

Ich bin frisch gebackener studierter Diplomkaufmann mit den Schwerpunkten Marketing,
Finanzwirtschaft und Risikomanagement. Meine Diplomarbeit habe ich im Bereich Marketing geschrieben. Dabei habe ich mich mit der möglichen Bedeutung der aktuellen Influencer Kommunikation für Dienstleistungsunternehmen auseinandergesetzt.
Meine Hobbies sind neben dem klassischen Lesen, Freunde treffen und Musik hören, auch das Tauchen. Ich koche sehr gerne und habe eigentlich ein Interesse an sämtlichen sportlichen Aktivitäten. Ich probiere gerne vieles neu aus und so habe ich vor kurzem das Bouldern für mich entdeckt. Wie es der Zufall so will ist Malta unter anderem für seine wunderschönen Tauchplätze und Klettermöglichkeiten bekannt.

Also, warum Malta?

Mein Wunsch war es nach dem Studium ins Ausland zu gehen. Ich wollte nicht nur mein Englisch verbessern, sondern viel mehr durch ein Praktikum erste Berufserfahrungen im Ausland sammeln.
Arbeiten unter der Sonne mit direkten Zugang zum Strand, das war, was ich wollte. Ebenso ist es vor allem im Bereich Marketing in der Welt der Ökonomie spannend, die kulturellen Unterschiede kennen zu lernen. Mein Fokus lag bei der Suche nach einem Praktikumsplatz auf dem europäischen Raum. Da es außer in England sonst kein europäisches Land gibt, in dem Englisch als Amtssprache gesprochen wird, fiel meine Entscheidung recht schnell auf Malta.

Als ich also mein Zielland ausgemacht habe, suchte ich im Internet nach passenden
Praktikumsplätzen und fand auch einige ansprechende Unternehmen. Nachdem ich mehrere Interviews geführt hatte, entschied ich mich für Quad Consultancy, um hier ein 4-monatiges Praktikum in deren Marketingabteilung zu machen. Das Unternehmen wirkte auf mich sehr seriös, qualifiziert und zielstrebend. Auch das Vorstellungsgespräch war sehr offen und entspannt. Das Team ist hier jung und dynamisch. Man kann sich sehr gut einbringen und brauch keine Angst zu haben Fehler zu machen.                                    Seit etwas mehr als 2 Wochen bin ich nun hier und einer meiner größten Sorgen war es anfangs, als Praktikant nicht ernstgenommen zu werden und Aufgaben zu gewiesen zubekommen, wie Kaffee kochen oder deren Zettelwirtschaft zu verwalten. Bisher habe ich allerdings die Kaffeemaschine nur bedient, wenn ich mir selbst ein Kaffee gemacht habe. Viel mehr wird einem hier die Freiheit gegeben sich selbst zu engagieren und seine Ideen vorzustellen. Es ist angenehm in einem solchen Umfeld zu arbeiten und erste Erfahrungen zu Sammeln und ich bin sehr gespannt wie sich die nächsten Wochen und Monate entwickeln.

Auch der erste Eindruck den ich in den letzten Wochen von Malta bekommen habe ist sehr positiv. Die Insel scheint mir wie eine einzige große Stadt mit einzelnen zusammenhängenden Stadtteilen.
Die Umstellung auf den Linksverkehr und die chaotische Fahrweise ist zwar für mich als deutscher sehr gewöhnungsbedürftig – ich schaue immer noch in die falsche Richtung ob ein Auto kommen könnte – aber das werde ich noch lernen.
Malta bietet viele Möglichkeiten um mit Freunden/ Kollegen abends auszugehen und etwas zu unternehmen. Sei es um Party zu machen, lecker essen zu gehen oder nur am Strand mit einem Bier oder Glas Wein den Tag ausklingen zu lassen. Zwar sind hier die touristischen Strände sehr überlaufen, aber mit ein wenig Erkundungsgeist und Kletterei findet man noch viele wunderschöne leere Buchten und Badeplätze.
Malta hat neben den freizeitlichen Aktivitäten auch vieles kulturelles und kulinarisches zu bieten was ich selbst erst in der kurzen Zeit kaum in Erfahrung bringen konnte, aber ich freue mich darauf dies in nächster Zeit zu erkunden und kennenzulernen.

Ich bin gespannt was ich euch am Ende meines Besuchs über Malta erzählen werde.

Bis Bald! Grazzi!

Euer Benjamin

~ My experience in Malta ~

Hello everyone!

My name is Camille, I’m 20 years old and I come from to La Rochelle, it is a city located on the Atlantic coast of France.

I’m a student in Sup de Co La Rochelle and currently in an Erasmus period in Regensburg in Germany for my 2nd year course in Bachelor of Business Administration. To complete my second year, I had to do an internship abroad. During my search, I found Malta by chance, and I saw that there were a lot of opportunities to find an internship during summer. I thought Malta was a good option to work and to discover landscapes and enjoy my internship. I could have looked for an internship in Germany but I really wanted to internationalize my CV more.

I’m here for four months to improve my English and my marketing skills. I think I’m very lucky to find my internship at Quad Consultancy. They are very helpful, answer all our question, and we work in a good atmosphere. I think it will be a good experience to discover more how the company works.

The time has past really fast here, I have already been here for 2 months and I really love this place, except for buses that are never on time, never come or are too full. You really must be patient! What I really like in Malta is it’s mix of culture and you can find any nationality, it’s very interesting. Even in my flat, we have four different nationalities. I share my flat with Moroccan, Czech and Colombian people, it’s very friendly and particularly for World Cup, even if we support a different team, there is a good atmosphere. I came alone to Malta but it’s so easy to meet people here, we don’t stay alone for long. I did not meet a lot of Maltese but the little I met are pretty cool.

I have been to some place like Mellieha, Gozo, Golden Bay, Blue Grotto, Blue Lagoon and Valetta and I really want to discover more places and typical things about Malta. Malta is full of history and it is thanks to that that there is such a mix of cultures. Gozo is very nice and there is a beautiful beach with orange/red sand in Ramla Bay. I also dove and I discovered beautiful marine funds.

If you like fireworks, you will be pleased, there are every day!

See you soon,

Camille

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Bonjour à tous!

Je m’appelle Camille, j’ai 20 ans et je viens de La Rochelle. Je suis étudiante à Sup de Co La Rochelle et actuellement en Erasmus à Regensburg en Allemagne pour ma deuxième année en Bachelor of Business Administration. Pour valider mon année je dois aliser un stage à l’étranger. Lors de ma recherche, j’ai trouvé Malte par hasard et j’ai vu qu’il y avait beaucoup d’opportunités de trouver un stage en été. Malte est une bonne option pour travailler, découvrir des paysages et profiter de son stage. J’aurais chercher un stage en Allemagne mais je voulais vraiment internationaliser davantage mon CV.

Je suis ici pour quatre mois pour améliorer mon anglais et mes compétences en marketing. Je pense que j’ai eu beaucoup de chance de trouver mon stage à Quad Consultancy. Il y a une très bonne ambiance au bureau et dès qu’on a une question ils n’hésitent pas à nous aider.

Le temps passe très vite ici, je suis ici depuis 2 mois déjà et j’adore vraiment cet endroit, sauf pour les bus qui ne sont jamais à l’heure, qui ne viennent jamais ou qui sont trop pleins. Il faut vraiment être patient avec les bus! Ce que j’aime vraiment à Malte, c’est le mélange de culture et vous pouvez trouver n’importe quelle nationalité, c’est très intéressant. Même dans mon appartement, nous avons quatre nationalités différentes. Je partage mon appartement avec des marocains, des tchèques et des colombiens, c’est très amical et particulièrement pour la Coupe du monde, même si nous soutenions une équipe différente, il y avait une bonne ambiance. Je suis venue seule à Malte mais il est très facile de rencontrer des gens ici, nous ne restons pas longtemps seuls. Je n’ai pas rencontré beaucoup de maltais mais le peu que j’ai rencontré ils sont plutôt cools.

J’ai visité différents endroits comme Mellieha, Gozo, Golden Bay, Blue Grotto, Blue Lagoon ou encore La Valette et je veux vraiment découvrir plus de lieux et de choses typiques de Malte. Malte est pleine d’histoire et c’est grâce à cela qu’il existe un tel mélange de cultures.Gozo est très beau et il y a une belle plage de sable orange / rouge dans la baie de Ramla. J’ai également fait de la plongée ce qui m’a permis de découvrir de très beaux fonds marins.

Si vous aimez les feux d’artifice, vous serez ravis, il y en a tous les jours!

À bientôt,

Camille

Finally in Malta!!

Hello everyone !

My name is Lindsay, I am 22 and I come from Nantes, it is a city located in the North West of France. It is a city known for it’s cakes called “Biscuit Nantais”.

I have passed my Bachelors Degree in Human Ressources so I decided to move abroad for an internship to improve my English, but also to develop my skills in Human Resources. In fact, I have already worked as a Human Resources Assistant during my Bachelors Degree in a maritime shipping company. During this training I was in charge of making contrats, participating in the payroll process and organizing training for the seafarers. Thanks to this experience it made me want to continue my studies in this field.

I arrived in Malta on the 18th February and I literally love this place. The people are very friendly and kind except bus drivers sometimes are unpleasant. I rent a beautiful flat in Sliema near the ferry, I share this flat with 3 other girls who come from Japan and France. We are very close and do a lot of activities together like parties, dinners, or have a walk in Sliema.

I chose Malta for my internship because I wanted to discover another country, culture and also internationalize my resume for my future career. And the weather of course!!

I am doing my internship at Quad Consultancy for 3 months, my tasks will include participating at all the recruitment process, support the team and participate in some job interviews.

I am very exciting to work with these lovely people.

Lindsay

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Bonjour tous le monde!

Je me présente je m’appelle Lindsay j’ai 22 ans et je suis de Nantes. Nantes est une ville située au nord-ouest de la France. Cette charmante ville est connue pour ses délicieux biscuits nommés les Biscuits Nantais.

J’ai validé cette année ma licence professionnelle Gestionnaire des Ressources humaines, une fois celle-ci validé j’ai décidé de partir à l’étranger pour effectuer un stage professionnel dans le but d’améliorer mon anglais et mes compétences. En effet j’ai réalisé ma licence en alternance dans une entreprise maritime, j’avais le poste d’assistante RH, j’étais en charge de préparer les contrats, participer à la paie, préparer les formations pour les marins

Je suis arrivée à Malte le 18 février 2018, et j’aime vraiment ce pays. Les habitants sont très accueillants et gentils sauf les chauffeurs de bus qui sont souvent désagréable. J’habite dans un superbe appartement situé en plein centre de Sliema que je partage avec 3 autres filles originaire du Japon et de France. Nous sommes très proches et nous faisons beaucoup d’activités ensemble tel que sortir en soirée, préparer des dîners, ou bien se promener aux alentours de Sliema.

J’ai choisi de partir à Malte car j’avais envie de découvrir un autre pays, une culture différente je cherchais aussi à être dépayser et c’est le cas.
Mais avant tout je cherche à internationaliser mon CV pour ma futur carrière.

Je suis actuellement en stage chez Quad Consultancy pour 3 mois j’aurais pour mission de participer au processus de recrutement, accompagner l’équipe dans leurs tâches mais aussi participer aux recrutements.

J’ai hâte de travailler dans cette nouvelle équipe !

Lindsay

Let Us Deal With Your Headaches

As a business leader or manager, your job is to focus on the smooth running of your organisation.

This usually causes many unnecessary headaches to any business – irrespective of the industry it operates in. At Quad Consultancy, we fully understand your difficulties.

For this reason, we have assimilated a group of top-end professionals from various disciplines to help you run your business efficiently.

We’re here to make your life easier. Let us deal with your headaches.

Contact us at [email protected] for more details.

Surveys And Other Jargon

by Alexander Bonello

Market research, sampling, survey methodology, client perception survey, survey data collection, statistical reports, questionnaire construction, data analysis – the jargon goes on and on and on.


What I would suggest to the uninitiated is to simply ignore all of the above and simply ask themselves one thing. What are the important details and the crucial information about their market and their customers which would be vital to have in hand?


It might be these daunting terms and the seemingly insurmountable complexity of surveys that put so many businesspeople off this extremely vital function.

Do not steer your business in the blind. You cannot operate in the dark. Your assumptions are much further from the truth than you believe. No matter how improbable this might sound, the reality is such that the more you know your business perfectly from the inside, the less you know it from the outside.

It is therefore always best to stop guessing and assuming and to collect some real facts and figures.

You can do it all yourself, you can outsource it all, or you could also combine both with a mixed approach. Whichever direction you take it will always serve you well to know the basics.
Start off simply and logically from the beginning and ask yourself the most basic questions.
What would you like to know? Is it who your clients are? In that case your questions will relate to relevant issues such as gender, age, marital status, location of residence, occupation and interests.

You might want to know their purchasing behaviour and ask questions such as how much they spend, how often they buy, how and where they purchase and why, what they look for before buying and even test some of your sales ideas to see if these sound attractive or not.

You could also focus largely on your competitors and inform yourself perfectly of how the market is divided and why. In this case your questions will be based on asking for preferences of suppliers/outlets, brands, product types, pricing and other related issues. This could be given different perspectives. You could ask the customers to quote names themselves, you could ask them to comment upon your pre-established lists, or you could also ask them what each of your selected competitors signify to them and to what they associate each one of them to.

Your survey could also focus on the perception both customers and non-customers have of your business. You could start by asking who and how they heard of you initially, then inquiring about the products they purchase from you and the ones they don’t, their likes and dislikes, their suggested improvements to what you offer and gauge their satisfaction in various aspects and levels.

Many surveys are in fact a mix of all or several of the above. Often surveys are also utilised to obtain customer contact details which are then used directly for marketing purposes. However always keep in mind that people’s time, patience and attention span are very short, so your questionnaire must be brief, or at least look brief. In many cases consumers are offered some form of reward or incentive for completing the survey.

You then need to identify the best channel to run your survey and here again there are many convenient options. If it is a client perception survey where you are targeting your existing clients, then by far the most practical method might be to conduct an in-store/onsite survey, as that is where you can most easily find them. Otherwise you could create an electronic survey via many of the dedicated web sites and forward this via email and other online methods to your contacts. You could create a dedicated area on your web site or Facebook page. You can also conduct telephone surveys and you could engage interviewers to physically interact with consumers, either in public places, or in strategic locations.

The size of your sample base is another decision you will have to make based on practicality and resources. It is obvious that the more data and information you collect the richer and the more precise your data bank will become. In most cases the benchmark of 500 questionnaires is taken as a minimum quantity, but this too depends entirely on the circumstances at hand.

So this leaves us with the analysis of the data collected, which again does not need to be a weird and wonderful science. You can do miracles with a simple Excel spreadsheet.

Create a column for each separate question/reply and enter all the data accordingly. Naturally you can create pop down menus for the answers with set replies to speed up the process of data entry.
Once all the data has been duly entered, you can create different sheets presenting the replies in different formats and each sorted accordingly. Add in your formulas and calculations to indicate totals, subtotals, averages, medians, etc. And you can finish it all nicely by also including any percentages you find of interest. Percentages may be calculated for the same answer within the same column, as in how many of these people purchase product ‘a’, ‘b’ or ‘c’. It may also be calculated across different columns/questions, as in how many people over 40 purchase product ‘a’.

The permutations are endless and you may analyse any data against another, finishing off with figures and proportions of say females, who have heard of you, but who have never purchased from you (non-clients), who shop at competitor x, but who would shop from you if you stocked product ‘y’.

The last and by far the most important factor in all of this is that you do not conduct the survey for nothing. Quite incredulously this is often the case. A survey is commissioned, conducted and analysed and the data sits in someone’s in-box/tray for months on end, until it is filed somewhere in the dark never again to see the light of day.

Conducting a survey is a very good idea. But only if you then read and reflect on the finding and truly use them to adjust your overall business plan, your marketing strategy and your promotions accordingly.

Online Or Offline?

by Alexander Bonello

Clients often ask me the question – Should we focus our marketing online or offline?

I will start off immediately by saying that this is not really a very pertinent question. It is not what a businessperson should be initially asking.

Whatever you are promoting, you must first set out your marketing ideas and intentions. It is true that in today’s business world the traditional long term marketing plan has become less relevant and in many cases has been replaced by campaign-driven marketing and opportunistic marketing. However, it is vital that some planning and budgeting is concluded from time to time to set you back in line and not operating haphazardly.

Our choice of marketing and ensuing promotion should always follow the same strategic steps. Who is my target audience? Which are the best channels and media to be seen by my audience? How can I best communicate through these channels? What budgets can I allocate to do this?

These are the questions we should be asking. The answers could lead you to both offline and online media, or they could possibly lead only to one. But your train of thought should be the one above and not one starting off by differentiating specifically between online and offline, which in many cases is incidental to this process.

There could be circumstances where you might be compelled to make this decision. Your might obtain ambiguous results, or perhaps due to limited resources and other factors you are truly led to having to choose between one or the other.

In this case also it would be preferable to assess and consider each specific medium on its own right and forecasting its effectiveness, as well as its pros and cons, rather than evaluating it purely upon it being an online or offline platform.

If however, for whatever reason, you really want to make this distinction, then these are the principle considerations. Are most of your clients constantly online as so many people are today? And if this is the case, are they more likely to see and be influenced by your online message rather than through an offline media they are also likely to view? The answers to these questions often lie in the way people function when online and when not. More so it will depend on what you are promoting.

Here are a few very obvious examples, to drive the message home. If you are promoting say a discount scheme which operates online via web site or social media, then the most obvious manner of promoting this is by sprinkling around as many online links to your site or page as possible, through countless means and ways. As your potential customers are browsing around they are likely to encounter one of these and hopefully click on that link, taking them instantly where you want them to go. Doing this via traditional offline media is very difficult indeed.

If you operate a purely online shop selling say gift hampers, then you might want to focus your promotional efforts on online groups and fora where your audience usually congregates and communicates. You could also consider being included in most popular directories and listings, as well as work on your Google search optimisation, perhaps also putting some budget onto the key search words.

You operate a fairly large casual diner just off a busy main road. There is a large billboard on the main road just before the junction leading to your establishment – grab it and don’t let it go!

You are importing and reselling luxury branded products largely reserved for a select audience. You have a decent budget purely for branding purposes. In such obvious cases there is absolutely nothing wrong with a back to basics approach, so full page or back cover adverts in a couple of glossy magazines would hit the spot nicely.

There are also other considerations between these two main platforms which you need to keep in mind. Offline promotion is often in-your-face display advertising and is usually more effective for this particular function. That is why branding is still so prevalent in this sphere. Naturally offline also includes a long list of direct marketing methods as are mail drops, in-store promotions and telemarketing, which can be very effective means of pushing your products and services forward.

It has also been shown that in certain circumstances reaching your audience offline can have a much greater impact on them and on their purchasing decisions, rather than online when they are literally bombarded with all types of information from all sides, making them less receptive to it.

On the other hand when searching for specific products and services, most people now do this online and you want to be there when they search. An online presence also allows you to modify and update info at the touch of a button and as often as you want. It also allows for full interaction with your audience.

Most businesses are comprehensively featured online and this is where you ultimately want to direct your viewers. Reaching out for them using the same platforms, allowing them to reach their intended destination via a mere click, is therefore often the most effective and direct means to your end.

Having a sound and an extensive online presence is no longer an option today and in fact hasn’t been one for many years now. When you are conducting a marketing campaign you are often best to start off by ignoring the main on-off distinction. Just think of what would work best with your allocated budget, then tweak things to make it even more effective and affordable, being online or offline and never losing sight of costs, which admittedly are often much less when going online.

Lastly, there are many means of carefully targeting your specific audience, even with several types of offline marketing, however, few come close to the precision available when using online methods.

ab

About The Author

After having created and directed a wide ranging number of businesses in various service industries, Alexander now dedicates much of his time advising others on how to succeed in their business.

He also spends as much time as possible doing what he enjoys best – writing.

Quad Malta’s MD Interviewed By The Commercial Courier

The Commercial Courier is the official business magazine of the Malta Chamber of Commerce, Enterprise and Industry.

This month’s issue carries an interview with our Managing Director in Malta who talks about the company’s successful journey as it celebrates its 5th anniversary.

Commercial Courier - Pg 111

What’s In A Name? Almost Everything

by Alexander Bonello

The name of your business, project, shop, outlet, website, trading name or venture is not only extremely important, but if you want to isolate any one single feature, then it may probably be considered as the most important of all.

It is what defines you, what you are known as, how people remember you and what creates the mental image projected into people’s mind.

Let us look at some fictitious examples. Compare restaurants called :
Joe’s Diner, Linda’s Eatery, Mamma’s Meals
as opposed to :
Le Grand Canard, Heat & Eat, Aqua

I just made all these names up, but the difference is immediately apparent. While the first set evokes very informal, casual if not clumsy dining, the second immediately summons up much grandeur visions.

Let us try the same with imaginary accommodation properties :
In ‘n Out, The Friendly Lodge, Cathy’s Cottage
as opposed to :
The Cunningham, Grand Golf Hotel, Clifton Lord’s Palace

Again these are all bogus names simply created to highlight how significant a name can be. And the same applies to absolutely any type of business. I purposely chose restaurants and hotels as these should be easily understandable to everyone.

Your choice of name will make an enormous difference in the overall success of your business. If you don’t accord total attention and thought towards it, then you are really starting off in the wrong direction.

So what are the basics about selecting the right choice of names? There are many pointers which can effectively lead you in the right direction. Like most other things, it may sound like a fairly complex process, but then again most things in life tend to be that way. Following these methods will however put you on the right track.

The name is your very first and most powerful marketing tool, so use it fully to your favour. Start off by asking yourself what your customers will search for and what they want to hear.

To continue using the above examples for simplicity’s sake, is it cheap and cheerful and homely and informal that you are offering, or is it chic and classy and stately? Do you want to project yourself as a quick bite when you’re hungry and don’t feel like cooking at home, or your special night out on that most special of occasions in the best of venues? Are you the local inn offering the most inexpensive accommodation for budget travellers, or aspiring to be the best hotel in town for visiting dignitaries and for the jet set?

This reasoning may be replicated to any form of business and without going to such obvious extremes, no matter the line of business and the positioning, your name should strongly represent the image you are trying to portray.

Clients are strongly influenced by a name and much of their choice of provider will be based on this one factor. Let us not forget that in today’s information age we are all swamped with options and what is the very first, and often the only, thing that comes up? The name!

When searching online and elsewhere, we always start off by a list of names, some of which inspire us to look into and others which we are happy to skip and overlook. So the very first rule is to be true to your image and audience. Try to find the best name which evokes what you are really all about and which will instantly attract your desired audience.

The name should be catchy and appealing, it should be memorable and strongly tied to who and what you are. So reflect well on each word in the name, which should all clearly lead the viewer to exactly who you want to be.

Names which are too complicated or ‘clever’, those which are ambiguous and also introspective, referring to matters which few besides yourself can understand, are simply not a good idea. So catchy and interesting yes, but complex and obscure definitely not.

If you are appealing to an international audience then this must definitely also be taken into consideration. Be extremely careful to check the meaning of similar and similar sounding words in the languages of your target audiences. Choose words which are easily understandable and more so easily pronounced in their languages. If you are aiming at a wide international audience then ensure that you name is as cosmopolitan as possible and not showing a marked penchant towards any nationality. Try to use global, easy sounding words, of which many exist.

Many theories abound about the advantages of long or short names, about abbreviations, about personal names within a business’s name. In my opinion all of this depends entirely on each specific case and to generalise would therefore be risky.

What I believe should also be kept in mind is that originality can be very useful if you want to be labelled as different and avant-garde, while conventional sounding names are better if you want to portray tradition and conformity. If you want to strongly distinguish yourself from existing competitors, then go for a strikingly different type of name to theirs. If on the other hand you want to ride their wave then find a name which can be easily confused with theirs, or at least directly associated.

Back in the old days when it was all about directories and listings, it was always strongly recommended to have an alphabetically advantageous name, ideally starting with an ‘a” or even a number, for very obvious reasons. Entire studies were conducted to prove that enquirers would simply scroll through the first few names and send out requests, or even purchase directly from these, without ever bothering to look any further down the list. This reasoning is exactly in line with being on the first page of Google upon a given search. This reasoning may have understandably waned over the years, however I am still a keen supporter of the concept that if you had to choose between two shortlisted favourites, then definitely go for the first one alphabetically.

Give your name a lot of importance and a lot of thought. For it is also something you will hardly ever be able to chance.

 

abAbout The Author

After having created and directed a wide ranging number of businesses in various service industries, Alexander now dedicates much of his time advising others on how to succeed in their business.

He also spends as much time as possible doing what he enjoys best – writing.