Underpin Marketing’s mission is to provide small and medium businesses, who can’t afford a Chief Marketing Officer, access to the strategic skills and marketing so readily available to larger organisations.
Our company was set up as an Independent Marketing Consultancy. This means we aren’t tied to any one particular approach and can recommend the marketing that you actually need, not just the one we happen to supply.
This approach allows us to deliver expert strategy at a cost that is attainable for small and medium businesses.
We stick to what we are good at. Underpin Marketing provides the strategy, branding and project management on every project. We then use our network of trusted experts, some with decades of experience, to deliver this strategy for you. So you pay people only for the work they do, and only for the work they are good at. No overheads.
This means that we can supply you with any kind of marketing, including:
- Marketing Strategy
- Market Research
- Search Engine Optimisation
- Pay-Per-Click Advertising
- Email Marketing
- Direct Mail
- Graphic Design
- Brochure Design
- Public Relations
- Events Management
Based in Hertfordshire, but covering the whole of the South of England, our founder, Lewis English has built his knowledge and experience in strategic marketing by working for a wide range of organisations. Some have had only a few employees. Others, such as The University of Manchester, employ over 12,000.
“When I left my last job and started a strategic marketing company, I did so because I believe that startups, and small and medium businesses, need strategic marketing more than larger businesses. But they lack the expertise or thedon’t have the access due to a lack of expertise or money.
During my time in the industry, I’ve noticed one key difference between large businesses and smaller ones: The access they have to the ideas and understanding of strategic marketing.”
A large company would never go out without any research and order a £200,000 website that is not supported by any other marketing. Yet startups and small businesses do this every day.
If a small company, less than a year old, goes out and spends £15,000 on their new website, without any idea of what its purpose is, or which customers they want to reach, it could be catastrophic. £15,000 can be a full year’s budget that brings together networking, social media, video and, yes, a website. Instead, without research, companies are spending more than they have on just one part of a marketing plan.”
Strategic marketing takes a long view of your business and creates a plan that has a real purpose. Without it, there is no method or strategy – just buying in marketing as and when you need it, giving no real thought to the long-term effects. Big businesses are constantly thinking strategically. They look at what the focus, strategy and direction of their marketing is, and what it should be. In larger organisations there is an understanding that marketing is necessary, useful, and an integral part of the organisation.
Small Business Marketing
The lack of access to good strategic marketing is a huge barrier to growth for smaller businesses, yet in all our research we haven’t found a single good reason for startups and small businesses not to see strategic marketing as a foundational pillar of their company. The simple fact is most small businesses don’t have a strategic, long-term plan for their business or their marketing. Why is this?
We believe it is 50% priorities and 50% knowledge. When a company starts out, the first objective is to become sustainable. That is, and should be, a fundamental driver, but this priority can be achieved in several ways. Many people will put together a business plan for their bank, to secure funding. This plan talks about how they operate and what they need money for. It may even touch on marketing – stating they need to build a website or design some leaflets. A fundamental part of marketing is almost guaranteed to be missing from this business plan, namely who they are, what they stand for and who they want to reach.
If you don’t know who you are and what benefits you actually bring to your business, then how can you possibly translate that to your customers?