Bizstartup.ie - NewsClient Science -- a new book to help with marketing plans

A graduate in Management Science from Trinity College Dublin, Killeen has been involved in marketing professional services for over 20 years.

What makes her book different from traditional business and marketing textbooks is that it’s built upon practical examples, according to Killeen. It is full of workable ideas, anecdotes and research from interviews with entrepreneurs and professionals – so readers get practical support to help them grow their business.

It’s divided into five sections, which when joined together form a marketing plan. Within each section there are five main ideas and the whole book is graphically illustrated to make it easy to reference.

What are the five Cs?

The Five Cs are:  Collate, Create, Communicate, Collaborate and Calculate.  These sections inform professionals about how to conceive new and creative ways to impress clients, promote a business or practice, and to attract new clients. 

Collate:  A good professional stays well informed, sets clear objectives and aims to achieve those business goals.  Killeen uses the example of how Irish rugby captain Brian O’Driscoll led his team to Grand Slam victory with 30pc eyesight and 100pc vision of what he wanted to achieve.  The lesson is to understand the advantages and the obstacles, articulate a path for success and then to have the determination to win.

Create:  Part II of the book helps professionals to create a better service for their clients.   Using the analogy of an infamous hospital where one patient died in one particular bed, each Friday, Killeen illustrates how customer service is everything we do for clients – not just the meetings and the consultations.

Communicate:  This section talks about how communications can define client relationships.  It discusses how Barack Obama rose from relative obscurity to become US President using a skilful mix of traditional and modern communications methods.  This part shows how impressive communication can be as simple as sending flowers to a client on the birth of a child or writing a witty and incisive PR story.

Collaborate:  Part IV looks at ways that to network with key people such as clients, colleagues, community leaders, collaborators and even competitors to get business referrals.  Openness, connectivity and our traditional values are explored in a bid to rebuild successful community livelihoods.

Calculate:  The last part of the book questions why anyone would invest in building a business unless there was some way to measure the results? There are five easy ways to calculate the success of a marketing plan so that to get real results from business development campaigns.

Photo: Rachel Killeen