Business Made Smarter

In this episode of Business Made Smarter, Ed Nell and Doug D’Aubrey get practical about trade shows and business expos, how to pick the right ones, show up well, and turn footfall into real pipeline. They cover researching organisers and expected attendance, the pros and cons of giant multi-day shows (NEC/Olympia) versus half-day local expos, and why “looking busy” isn’t the goal, booking follow-ups is. From stand design and messaging to on-the-day behaviour and rigorous ROI targets, this is a field guide to exhibiting without wasting time or money.Key TakeawaysDo your homework first. Check who runs the event, their track record, and ask for expected attendance. Use last year’s figures as a sense-check; as a rule of thumb, expect roughly half of “registered” delegates to actually turn up.Pick the right scale for your resources. Big national shows (e.g., multi-day NEC/Olympia events) demand bigger budgets and staffing; local B2B expos (often £200–£500 for a half-day) can be ideal for micros and SMEs.Qualify, don’t collect. Skip the “business-card in a bowl” gimmicks unless your product truly suits everyone. Use a short sign-up form for genuine enquiries; if they won’t fill it in, they’re not interested.Set hard ROI targets. Total your true cost (stand, travel, staff time) and aim for ~3× return. Example: if the all-in cost is ~£7.5k, target ~£25k in revenue; if an average client is £10k, you need three wins so aim for five solid leads/appointments.Don’t try to sell on the stand. The goal is to book the next step, get permission to follow up and, ideally, schedule appointments on the spot from your phone.Best Moments“You’re paying for a space someone else has marketed hard; make it work for you.”“If 800 register, expect about 400 to show.”“Don’t gather cards for the sake of it, get details only from people who care.”“Put the chairs away, stand out front, read the badge: ‘Hi Peter, what brings you here today?’”“Don’t sell on the stand; book the appointment and move on.”About the hostDoug D’Aubrey, founder and Managing Director of Executive Training and Consultancy (ETC), leverages extensive senior management experience to help businesses across the UK and Europe. With tailored consultancy packages ranging from short-term projects to 3-year growth programs, Doug aids companies in improving operations and achieving results. Doug’s success lies in his honest communication with leaders, identifying strategies to enhance management skills and optimise service delivery for measurable outcomes.Take advantage of a FREE 2-hour Business Review with ETC’s expert consultants to identify goals, tackle challenges, and create a clear plan for growth. Visit https://exec-tc.com/ to book your review.Subscribe, share, and leave a review to stay connected and keep your business journey moving forward!

In this episode of Business Made Smarter, Ed Nell and Doug D’Aubrey cut through the jargon to show exactly how to judge whether your marketing is working. The golden rule: measure marketing on the enquiries it generates, not on closed sales, because conversion is the job of your sales process.Doug walks through practical ways to track sources (“How did you hear about us?”), keep a simple but consistent log (from clipboard tallies to CRM fields), and review results continuously so you can stop what isn’t working and double down on what is. Expect clear guidance on KPIs, ROI, cost-per-lead, timelines for different channels, and how to manage external marketers like an in-house team.Key TakeawaysMarketing creates leads; sales creates customers. Judge marketing by the number and quality of enquiries, then assess sales on conversions through your pipeline.Track the source of every single enquiry. Capture it at the point of contact (web forms with a “where did you hear about us?” field, codes in ads, or simple tick sheets at the till) and report on it regularly via your CRM.Give channels an appropriate runway: print/magazine ads often need around three months of consistent placement; SEO and social campaigns typically need 3–6 months; direct channels (events/trade shows) should show impact much sooner.Know your numbers. Aim for a minimum 3× return on investment, and calculate cost per lead so you can compare channels (or third-party lead providers) like-for-like. If the numbers don’t stack up, change the approach.Best Moments“Marketing should be measured on leads; sales should be measured on new customers.”“Monitor and measure so you can manage.”“You don’t have to spend more; you have to know where to spend to get the right result.”“Work on at least a three-times return on investment as a minimum.” About the hostDoug D’Aubrey, founder and Managing Director of Executive Training and Consultancy (ETC), leverages extensive senior management experience to help businesses across the UK and Europe. With tailored consultancy packages ranging from short-term projects to 3-year growth programs, Doug aids companies in improving operations and achieving results. Doug’s success lies in his honest communication with leaders, identifying strategies to enhance management skills and optimise service delivery for measurable outcomes.Take advantage of a FREE 2-hour Business Review with ETC’s expert consultants to identify goals, tackle challenges, and create a clear plan for growth. Visit https://exec-tc.com/ to book your review.Subscribe, share, and leave a review to stay connected and keep your business journey moving forward!

In this episode of Business Made Smarter, Ed Nell and Doug D’Aubrey explore the importance of building customer loyalty, a vital but often overlooked part of long-term business success.Doug outlines why keeping existing customers is just as crucial as attracting new ones. He introduces the concept of the Customer Loyalty Ladder, which moves from satisfied customers to repeat customers, advocates, and finally raving fans. The episode also looks at how excellent customer service, thoughtful after-sales care, and well-designed loyalty schemes help small businesses keep their clients coming back.Key TakeawaysThe Customer Loyalty Ladder helps businesses understand different levels of engagement, from satisfaction to advocacy, and how to move customers up each rung.After-sales processes keep the conversation going. Follow-ups and relevant future offers show ongoing care and help increase customer lifetime value.Loyalty schemes work, even the simple ones. Stamp cards, discounts, or referral rewards can encourage repeat visits and generate word-of-mouth referrals.Complaints are an opportunity. Handling them well can turn an unhappy customer into a loyal one – and improve your systems for everyone.Best Moments“Customer service isn’t something you schedule, it’s part of your business culture.”“You’ve spent time and money winning new customers, don’t waste it by losing them.”“A free coffee might not cost much, but if it keeps them coming back, it’s priceless.”“Customer complaints are your best feedback; they want you to fix it, not leave.”About the hostDoug D’Aubrey, founder and Managing Director of Executive Training and Consultancy (ETC), leverages extensive senior management experience to help businesses across the UK and Europe. With tailored consultancy packages ranging from short-term projects to 3-year growth programs, Doug aids companies in improving operations and achieving results. Doug’s success lies in his honest communication with leaders, identifying strategies to enhance management skills and optimise service delivery for measurable outcomes.Take advantage of a FREE 2-hour Business Review with ETC’s expert consultants to identify goals, tackle challenges, and create a clear plan for growth. Visit https://exec-tc.com/ to book your review.Subscribe, share, and leave a review to stay connected and keep your business journey moving forward!

In this episode of Business Made Smarter, Ed Nell and Doug D’Aubrey discuss the value of creating and maintaining a marketing database for small businesses.Doug explains why a database is far more than a contact list; it's a powerful tool that helps you get your message in front of the right audience. They break down the steps to building a useful database, choosing the right CRM system, segmenting your contacts for targeted communication, and ensuring you're compliant with GDPR. Real-life examples, from pubs and cafés to pest control firms, show how even small businesses can see big results from smart database marketing.Key TakeawaysYou can begin with a basic spreadsheet. Capture names, email addresses, phone numbers and postcodes. Add new contacts regularly and treat the database as a growing asset.CRM systems can help you manage contacts, track communication, and automate marketing. Options range from simple platforms like Mailchimp and Capsule to industry-specific or fully customised tools.Dividing your database by location, client type, or purchase history enables more targeted and relevant marketing. One message doesn’t fit all.Always follow GDPR rules. Only market to people who have opted in. Responsible data management isn’t just about legal compliance; it protects your brand’s reputation too.Best Moments“If you’ve only got 20 people in the audience when you’ve paid for the whole theatre, you’re wasting your time, that’s what happens without a database.”“Your database is your marketing foundation. Without it, who are you actually talking to?”“CRM systems aren’t just for big companies. They’re tools to help you work smarter, not harder.”“Build the habit: add new contacts every week. A database is never finished, it’s always growing.”About the hostDoug D’Aubrey, founder and Managing Director of Executive Training and Consultancy (ETC), leverages extensive senior management experience to help businesses across the UK and Europe. With tailored consultancy packages ranging from short-term projects to 3-year growth programs, Doug aids companies in improving operations and achieving results. Doug’s success lies in his honest communication with leaders, identifying strategies to enhance management skills and optimise service delivery for measurable outcomes.Take advantage of a FREE 2-hour Business Review with ETC’s expert consultants to identify goals, tackle challenges, and create a clear plan for growth. Visit https://exec-tc.com/ to book your review.Subscribe, share, and leave a review to stay connected and keep your business journey moving forward!

In this episode of Business Made Smarter, host Doug D’Aubrey is joined by ETC’s Director of Consultancy, Phil Edwards to explore the power of scaling up your business.Together, they talk about what scaling really means, how it differs from traditional business growth, and how small businesses can increase turnover without drastically increasing overheads. With real-world examples from tech startups to HR consultants and web developers, they demonstrate how automation, outsourcing, innovation, and clever use of resources can help you scale effectively and sustainably.Key TakeawaysScaling means increasing output or income without a significant rise in costs or infrastructure, unlike growth, which often involves hiring more people or opening new locations.Start by assessing your current assets and identifying how you can maximise them—whether that’s tech, time, or existing customer relationships.From subscription apps to outsourcing and AI tools, technology allows businesses to serve more customers without working longer hours or expanding physically.It’s not just product-based companies, consultants, developers, and firms in the service sector that can scale by automating tasks, productising services, or leveraging remote support.Best Moments“Scaling means growing your business using what you already have, not just throwing more money, people or buildings at it.”“Your fanbase is gold. They’re the ones who helped you grow, so keep them on side as you scale and evolve.”“Scaling is great, but if you can’t deliver, the whole thing collapses. Manage it carefully.”About Phil EdwardsPhil brings a wealth of experience in business development, strategic marketing, and product management, particularly within the consumer goods sector. He has successfully supported businesses in driving profitability through effective sales strategies, team mentoring, and customer-focused marketing plans. His expertise in identifying business weaknesses and turning them into strengths, combined with a strong emphasis on people and implementation, makes him a valuable asset for any organisation seeking growth and direction.About the hostDoug D’Aubrey, founder and Managing Director of Executive Training and Consultancy (ETC), leverages extensive senior management experience to help businesses across the UK and Europe. With tailored consultancy packages ranging from short-term projects to 3-year growth programs, Doug aids companies in improving operations and achieving results. Doug’s success lies in his honest communication with leaders, identifying strategies to enhance management skills and optimise service delivery for measurable outcomes.Take advantage of a FREE 2-hour Business Review with ETC’s expert consultants to identify goals, tackle challenges, and create a clear plan for growth. Visit https://exec-tc.com/ to book your review.Subscribe, share, and leave a review to stay connected and keep your business journey moving forward!

In this episode of Business Made Simple, host Ed Nell is joined by Doug D’Aubrey to explore the essentials of creating a successful marketing plan for small businesses. With Doug’s no-nonsense approach, they break down the barriers and myths around marketing strategies, showing that you don’t need a large team or months of prep to start planning effectively. Together, they highlight the importance of simplicity, consistency, and aligning your marketing with seasonal trends and business goals.Key TakeawaysKeep your marketing plan simple and actionable. It doesn’t need to be complicated. Start by listing what you're already doing and build from there.Use a calendar-based approach to map out seasonal opportunities, campaigns, and business trends. Think strategically about when your audience is most likely to engage.Consistency is key. A steady, ongoing presence helps avoid the common feast-or-famine cycle many small businesses experience when they stop marketing once work picks up.Assign responsibility and check in regularly. If you delegate marketing tasks (including to external providers), ensure they have clear direction and accountability.Implementation matters more than perfection. A basic plan that gets actioned will always outperform a perfect plan left in a drawer.Best Moments“You don’t need a complex, three-week marketing plan. Just start with the basics, it’s about making sure something gets done.”“Everything in life has a plan, whether it’s shopping or getting to Wembley on time. Why should marketing be any different?”“If you're struggling with time, just do half an hour of marketing each week. A little consistency goes a long way.”“Subcontractors aren’t mind readers. You need to guide them just like a member of your team.”“The best plan in the world is useless if you don’t implement it. Even a mediocre plan, well executed, can transform your business.”About the hostDoug D’Aubrey, founder and Managing Director of Executive Training and Consultancy (ETC), leverages extensive senior management experience to help businesses across the UK and Europe. With tailored consultancy packages ranging from short-term projects to 3-year growth programs, Doug aids companies in improving operations and achieving results. Doug’s success lies in his honest communication with leaders, identifying strategies to enhance management skills and optimise service delivery for measurable outcomes.Take advantage of a FREE 2-hour Business Review with ETC’s expert consultants to identify goals, tackle challenges, and create a clear plan for growth. Visit https://exec-tc.com/ to book your review.Subscribe, share, and leave a review to stay connected and keep your business journey moving forward!

In this episode of Business Made Smarter, Ed Nell sits down with Doug D’Aubrey to discuss the importance of crafting a strong marketing message. Doug explains why a marketing message needs to resonate with your target audience, focusing on outcomes rather than the details of how your product or service works. He shares insights on avoiding common mistakes, the power of a clear Unique Selling Proposition (USP), and how storytelling can enhance your message. Doug also introduces the "So What?" test as a way to refine your message and ensure it delivers value.This episode offers actionable advice for businesses looking to refine their marketing strategies. Doug shares advice on keeping your message clear, focused on outcomes, and supported by storytelling, which can help your business break through the noise and truly resonate with your target audience.Key TakeawaysFocus on Outcomes: The message should emphasise what the customer will gain, not just how your product works. The key is communicating the result they will experience.Avoid Overcomplicating the Message: Doug advises against using jargon and overly technical terms. The message should be simple and clear enough that even a 14-year-old can understand it.The Power of USP: A well-defined Unique Selling Proposition (USP) helps businesses stand out. It should be included in all marketing communications, reinforcing why customers choose you.Storytelling: Once you’ve captured attention with your clear message, storytelling can help connect emotionally, sharing real-world benefits and outcomes.The "So What?" Test: Always ask, “So what?” after delivering your message. If the listener can answer this with a clear benefit, then your message is effective. Otherwise, refine it.Best Moments“Focus on the outcomes your customers will experience, not on what you do. That’s the key to getting their attention.”“Avoid jargon and technical terms. If a 14-year-old can’t understand your message, you’re not there yet.”“The USP is not just a nice-to-have; it’s a cornerstone of your messaging. Use it everywhere.”“Storytelling turns your message into something people can relate to. It shows real-world results, not just promises.”About the hostDoug D’Aubrey, founder and Managing Director of Executive Training and Consultancy (ETC), leverages extensive senior management experience to help businesses across the UK and Europe. With tailored consultancy packages ranging from short-term projects to 3-year growth programs, Doug aids companies in improving operations and achieving results. Doug’s success lies in his honest communication with leaders, identifying strategies to enhance management skills and optimise service delivery for measurable outcomes.Take advantage of a FREE 2-hour Business Review with ETC’s expert consultants to identify goals, tackle challenges, and create a clear plan for growth. Visit https://exec-tc.com/ to book your review.Subscribe, share, and leave a review to stay connected and keep your business journey moving forward!

In this episode of Business Made Smarter, Ed Nell sits down with Doug D’Aubrey to discuss the importance of identifying and developing a strong Unique Selling Proposition (USP). Doug explains that a USP is not just about being "different" but also about understanding why customers choose your business over the competition. He shares practical advice on how to uncover your USP by talking to customers, avoiding common mistakes, and using it effectively in your marketing strategy to stand out in a crowded market.Key TakeawaysUnderstanding Your USP: A USP is what makes your business stand out and is rooted in why customers choose you. It’s not about what you think makes you different, but what your customers perceive.The Right Questions: To uncover your true USP, ask your customers why they bought from you in the first place, not just why they continue to do business with you.Customer Feedback is Key: Use surveys or direct conversations to learn about the decision-making process of your customers.Avoiding Common Mistakes: Don’t fall into the trap of thinking common qualities (like being "the quickest" or "the cleanest") are USPs. These are often expectations, not differentiators.Marketing Your USP: Once you identify your USP, it should be the cornerstone of your marketing strategy. Use it prominently in your messaging to attract customers and show why your business is different.Key Moments“A USP is not about what you think. It’s about what your customers think.”“The real value is in understanding why people buy from you, not why they keep buying.”“Listen to your customers. They’ll tell you the real reason they chose you in the first place.”“Once you know your USP, make it the centre of your marketing—tell everyone about it.”About the hostDoug D’Aubrey, founder and Managing Director of Executive Training and Consultancy (ETC), leverages extensive senior management experience to help businesses across the UK and Europe. With tailored consultancy packages ranging from short-term projects to 3-year growth programs, Doug aids companies in improving operations and achieving results. Doug’s success lies in his honest communication with leaders, identifying strategies to enhance management skills and optimise service delivery for measurable outcomes.Take advantage of a FREE 2-hour Business Review with ETC’s expert consultants to identify goals, tackle challenges, and create a clear plan for growth. Visit https://exec-tc.com/ to book your review.Subscribe, share, and leave a review to stay connected and keep your business journey moving forward!