• Focus on introducers / brokers
– Strengthen relationships with existing customers
– Build new relationships
• Local developers
– For direct business
– To give Bath & West additional credibility with brokers/introducers by demonstrating their knowledge and expertise
Challenges
Strategy
Strategy
• Play to your strengths (West Country focus / key staff experience)
• Create a coherent and distinct personality for Bath & West
• Focus on creating one-to-one selling opportunities and building a coherent/consistent brand for the long term
• Produce relevant content that can be used across all media channels to create a consistent narrative and which maximises the marketing value
Challenges
Target Audience
Challenges
• Highly competitive sector
• Difficult to ‘stand out’ in the marketplace
• Difficult to compete with the big players
• Even more difficult to compete with the big players’ marketing budgets
• Risk of spending marketing budget to no effect if not correctly targeted
