“When recessions hit, marketing is the first place businesses look to cut” says Emma Callaghan of Bare Face Marketing. Having worked in the field for 18 years, Emma found that redundancy had been on the cards too many times. She decided to take positive action and create her own job by setting up a marketing business. “I’d worked in ‘corporate suited and booted’ marketing for a long time and built up experience working with TV, radio, press, branding and communications. I launched hundreds of products into supermarkets in the UK and Australia from cleaning products, to pharmaceutical products and finally food. Being made redundant also presented me the opportunity to fulfil a lifelong dream of living and working in Australia. Moving back I found the economic climate was tougher than ever. No one was hiring, and no one was moving on. It was time for a change.”
During a weekend away in London Emma had time to reflect on her ideas. “I came back up North with my idea and made a start. I knew what my skills were, but it was how to put it into words. It took around 6 months to finally clarify my business model in a business plan. I wanted to utilise my own skills in branding, copywriting, social media and creativity and link with other freelancers who could fill the gaps in my skillset such as graphic design and technical elements.”
Emma approached The Women’s Organisation for advice and support and said of the service “It was really useful. Obviously I didn’t need support with marketing, but it helped me to focus my mind on writing my business plan. It helped me to answer questions like ‘Why do you want to be this? Who are your customers? Who are your competitors?’ It really helped me to clarify my vision. It was advice there as and when I needed it and a truthful sounding board for my ideas.”
Emma admitted, “In terms of working with a woman focused organisation I suppose I don’t necessarily have the same pressures as some other women in business. I don’t have kids to work around and I come from a corporate world so can adapt to conventional business style events and am not intimidated by suits. I found that the service was really inclusive and offers all women the opportunity to take from it what they need.”
Bare Face Marketing offer support with branding, Content Management System (CMS) based websites, business stationery such as business cards, letterheads, compliments slips, advertising materials such as banners and leaflets, planning campaigns and support with setting up and understanding how to use social media.
“Being self-employed can be lonely. You need to get out there and network” said Emma. “I’d advise anyone going into business to keep on top of their finances. Understand your financial commitments and overheads and make friends with your accountant. If someone suggests support that they think you need, don’t cut corners or dismiss it. Cut your cloth according to what you have, but also to your plan for the future.”
2 years on from launching in Sefton, Bare Face Marketing now support clients across the northwest and are continuing to build their portfolio. “The best thing about running my own business is the real sense of achievement” Emma reflected. “When working as a cog within a wheel, decisions and glory for your ideas can be taken away from you. There is a great satisfaction in seeing something through from beginning to end and knowing ‘this business is succeeding because of me’. When you have completed a piece of work and the client says ‘that is amazing I could kiss you’ you know the hard work has paid off.”
Emma is passionate about marketing and sees that alongside her 18 years of experience as her unique selling point. “I think for most businesses the thought of marketing as a whole can seem so overwhelming. Branding for me is a great place to start. Everything builds from there really. People tend to set up a website or a Facebook page without really understanding why or what the purpose is. You would never, as someone who hasn’t cooked before, dive straight in and make a three course gourmet dinner. You have to start somewhere and branding for me is a logical first step.” Now a member of The Chartered Institute of Marketing, and a Chartered Marketer Emma invites those interested in her background and experience to look her up on LinkedIn.
To find out more about how Bare Face Marketing can help you with your own marketing strategy contact Emma via emma@barefacemarketing.co.uk or call her on 07912 679 955, or visit www.barefacemarketing.co.uk
If, like Emma you have a passion that you would like to turn into a successful business venture then contact The Women’s Organisation on info@thewo.org.uk or 0151 706 8111 to find out what free support is available to women.
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