By ALAN CALVERT Industrial Editor NORTH-west companies are missing out on new business because of poor marketing skills, it is claimed. This is the message from the Government Office for the North-west, which believes that smaller firms in particular could do more to promote themselves. The Office has now joined forces with the Chartered Institute of Marketing and other organisations to stage an annual marketing show.
The North-west Marketing Event is being held at Manchester Velodrome on Wednesday and Thursday (April 24 and 25).
It will feature seminars by top names in the marketing world, an exhibition and informal clinics for individual advice.
Tony Capewell, Regional Industrialist attached to the Manchester-based Government Office, said: "Smaller firms in particular do not have the time or resources to devote to marketing."
He went on: "They tend to have a narrow customer base which puts them in a vulnerable position and do not know the most cost-effective ways to promote themselves to win new customers.
"The North-west Marketing Event aims to teach them the tricks of the trade."
A recent survey by the Chartered Institute of Marketing showed a clear link between good marketing practice and higher profits. Richard Pearce of March Consulting Group, one of the organisers of the event, said: "Companies should be more aggresive in the way in which they go about building their business.
"Many firms put a lot of effort into improving quality but fail to make customers aware of the real benefits their products and services can deliver."
The Marketing Event is organised by NIMTECH in conjunction with March Consulting Group, Manchester Business Link, the Chartered Institute of Marketing and the Government Office for the North-west.
It is sponsored by Latchwise, DHL Worldwide Express and Laser - the advertising arm of Granada Television.
Tickets are available from Vicki Washington at NIMTECH on 01744 453366.
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