Michael Speirs Michael Speirs AssociatesAssociates

Promoting Profits

Big Company Know-HowBig Company Know-How

Electrolux

Virgin

Xerox

Dynamit Nobel

Philips

DuPont

Forte Hotels

High profile peopleHigh profile people

NOTABLE BRANDSNOTABLE BRANDS

Small Company ExperienceSmall Company Experienceover 100 client companiesover 100 client companies

IT Automotive Food & Drink Professional Services Manufacture &

Engineering Construction &

Building

Michael Speirs AssociatesMichael Speirs Associates

Core skills offered to clients are: Market investigation and analysis Marketing planning and presentation Communications strategies for internal and external audiences Writing corporate, sales and technical literature, websites and presentation material Developing and writing training material Project management of associated production

Market Investigation and Market Investigation and AnalysisAnalysis

It is always important to understand your market and how it perceives your product or service. This perception is often not very strongly grounded in reality or demonstrably logical in the buying process

A small amount of detailed investigation into the buying decision process of existing and potential customers is often very revealing and informative for determining pricing, sales messages and the most cost effective means of reaching all those who make or influence supplier selection

Market Entry & DevelopmentMarket Entry & Development

Evaluation of market potential Cost of entry v competition Entry strategy and milestones Buying decision makers and influencers Test market Interfacing with the market

Marketing Planning and Marketing Planning and PresentationPresentation

Marketing plans Sales plans– direct, agents, distributors Funding - bank, grant and investment Strategic alliances Aspirations and the will to achieve

Communications strategies Communications strategies for internal and external audiencesfor internal and external audiences

Broadcasting Narrowcasting The right message for the audience Reaching them cost-effectively Effective communications – verbal,

printed, electronic, promotional and visual

Writing Writing corporate, sales and technical literature, websites and presentation materialcorporate, sales and technical literature, websites and presentation material

Training MaterialTraining Material

● Development of manuals from training courses

● Development of open and distance learning material

● Development of incentives and motivational material

Project ManagementProject Management

Marketing is mostly about creating and managing the delivery of a messagePrintWebsitesMediaAudio-visualPromotions Events IncentivesPromotions

CASE HISTORYCASE HISTORYNBM GLOBAL KNOWLEDGENBM GLOBAL KNOWLEDGE

Editing and production direction for a series of training books for retailers.

Development of Train the Trainer material

Development of website content

Development of presentation and sales support material

CASE HISTORY – MSRCASE HISTORY – MSR

Venture Capital proposal

Competition research

Marketing Research

Marketing Plan

Corporate ID

Newsletter

Literature

Website

Strategic Alliances

Direct mail

CASE HISTORY – CASE HISTORY – ELECTROLUXELECTROLUX

Training Books

Training Summaries

Desktop Library

Training CDs

Training Flash Drives

Promotional Material

CASE HISTORY – CASE HISTORY – ENTERPRISE SOUTH 2000 – 2002ENTERPRISE SOUTH 2000 – 2002

B2B EXHIBITIONB2B EXHIBITION

2,000+ participants

Literature

Direct mail

Email campaign

Stand sales

Media Relations

Michael SpeirsMichael SpeirsCareer HighlightsCareer Highlights

● Founded Michael Speirs Associates in 1977● Represented the Institute of Public Relations (IPR) on the panel to approve the first

UK degree course in Public Relations and won an IPR award of merit for a PR campaign for foam boards.

● Carried out six Department of Trade and Industry (DTI) Marketing Initiative projects to help SMEs develop business and marketing plans, as a member of the Chartered Institute of Marketing

● Served three terms on the committee of the 100-strong Richmond Group of Independent Management Consultants, as an elected Fellow of the Institute of Management Consultants

● Selected by the British Government Know-How Fund for Eastern Europe to advise a Polish Vodka distillery on development of a post-privatisation marketing plan

● Founding committee member of the Somerset Export Club ● Approved Mentor within the Business Link Mentoring Scheme for SMEs● Author of: An Overview of the Market for Electronic Components in Europe (a guide for SMEs

on market entry), for The Irish Export Board Marketing Automotive Parts and Accessories in the UK (a guide for SMEs), for The

Irish Export Board

Michael Speirs Michael Speirs AssociatesAssociates

Promoting Profits

For

YOUR COMPANY