Let’s build a rocket.
When our founder first set up Underpin Marketing, it was designed in response to the typical, uninspired marketing agency experience.
The aim was to provide the strategic marketing and planning that is usually unavailable to small and medium-sized businesses. We act as a company’s Chief Marketing Officer – even if only for a few hours a week. We lead the project and ensure everything goes to plan.
We then use our network of trusted experts, some with decades of experience, to deliver the plan for you. This means you pay people only for the work they do, and only for the work they are good at. No overheads.
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.
There is a common misconception that marketing is an expense like buying pens and has no tangible benefit. Now, as someone who has worked in marketing for 12 years and written a book on the subject, you won’t be surprised if I defend the field and push its virtues.Lewis English, Founder of Underpin Marketing
Because we don’t specialise in one kind of marketing, we can supply you with the right kind – including;
- Marketing Strategy
- Market Research
- Search Engine Optimisation
- Pay-Per-Click Advertising
- Email Marketing
- Direct Mail
- Graphic Design
- Brochure Design
- Public Relations
- Events Management
“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.
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.
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.”
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?