With the London Anniversary Games approaching, Andy Ball, managing director at Balls2 Marketing, PR and marketing specialists for glazing and construction, considers what we can learn from the Olympic legacy.
When Bradley Wiggins crossed the finishing line to take Olympic gold within weeks of winning the Tour de France, the country saw top coach David Brailsford tick off his next goal.
Last year’s Olympic Games was Team GB’s most successful since 1908. It was the British cycling team that stood head and shoulders over any other. The success kept coming with a level of consistency never experienced before.
Looking at Brailsford’s model for incremental improvement, there is a lot we can learn. He didn’t throw the baby out with the bathwater and, although he suggested to the French differently, he didn’t reinvent the wheel.
Brailsford started from a low point in cycling. Doping was rife, and few thought that winning was possible without drugs. But Brailsford saw something different. He wanted to get the most out of the human body without artificial stimulants.
To do this he looked at the whole training and competing programme. He broke it down into its component parts, and then broke those down further, and then further still. He calculated that if he could get a one per cent increase in each area the athletes overall performance would improve.
Everything was analysed and the results from all changes were measured. Keeping healthy is a big part of being an athlete. After all they can only train at capacity if they’re well. So part of the little things to do is keeping hands perfectly clean. There’s a way of hand washing that massively reduces bacteria and in turn that reduces the number of instances of illness. He calls this the aggregation of marginal gains.
What makes this model so good is that it’s easy to see how it will convert into making anything better.
While most of us don’t have time to look at everything in minute detail we can make improvements bit by bit.
Start in one place. Look at the results from an advert. Are there any better ways to measure the results? Perhaps use a different phone number or a unique landing page to monitor more accurately the number of responses.
When sending out direct mail, make it easy for prospects to respond by phone and email. Not everyone is ready to make that call so making the company website the hub of all marketing activity helps potential customers find out more first. With email marketing check the links are to relevant web pages and the contact us form is really easy to use.
Look at the way sales leads are recorded and who’s responsible for following through. Fine tuning the process means companies can measure the results more accurately.
At Balls2 Marketing we believe developing the strategy is top priority. Using a combination of marketing activities we work with customers to achieve their goals and continuously improve the return on investment. We use our expertise in PR and marketing combined with 48 years’ experience in glazing and construction to achieve the best results for customers.
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