My Local Marketer Podcast

Ep.89 Jenny Halstead | Whiteknights Studio Trail: How to Build a Successful Event from Scratch

This episode features Jenny Halstead, a painter, illustrator, and organiser, who discusses the history and logistical execution of the Whiteknights Studio Trail. Jenny shares her journey of launching the trail 26 years ago with co-founders Susanna Beer and Pip Hall to combat the lack of exhibition spaces in Reading, highlighting how the event has evolved into an annual walking tour. She emphasises that a truly successful community event is one built on clear objectives, simple systems, and a dedicated core of participants who are personally invested from day one. The conversation explores the structural and operational timelines necessary to run a seamless community art trail. Jenny explains her deliberate shift in managing the trail's scale: rather than allowing unmanaged growth, she prioritises a strict January selection process that balances a reliable core group with 50% new talent to maintain high standards and keep the walking route manageable. She also details the financial and administrative strategies used to encourage commitment, such as charging artist subscriptions to guarantee deadline compliance and securing long-term sponsorship from the University of Reading. Finally, the discussion covers Jenny's upcoming projects, including her creative contributions to the June 2026 arts trail, where she will display landscapes, sketchbooks, and collaborative dinosaur illustrations tied to Reading's Summer Dino Trail. She concludes by encouraging listeners and local business owners to stop shying away from unique collaborations, reminding them that "if you don't ask, you don't get," and urges aspiring organisers to confidently pursue their own event ideas. KEY TAKEAWAYS 1. The "If You Don't Ask, You Don't Get" Rule for Growth You cannot expand your business or your event by waiting for opportunities to come to you. Jenny's success with her illustrated book and subsequent museum exhibition happened purely because she approached potential partners with a good idea. Whether it is pitching an empty wall space to a local business or securing a major sponsorship, taking the initiative costs nothing and can unlock massive collaborative value. 2. Connect Deeper by Sharing Your "Behind-the-Scenes" Process True customer connection happens when you look past the finished product and invite people into your journey. By putting out raw sketchbooks and communicating the real decisions, mistakes, and tools behind the art, Jenny turns a passive viewing experience into an interactive educational moment. Business owners can replicate this by showcasing their own back-end processes to build trust, spark conversation, and engage their audience on a human level. 3. Secure Team Commitment by Ditching "Free" If you want an event or collaboration to run smoothly, people need to be personally invested. Jenny emphasises that charging participants a small subscription fee completely shifts their mindset. Unlike free events where people often sign up but easily drop out, a minor financial commitment keeps your team motivated, holds them accountable, and ensures everyone hits their deadlines on time. TIMECODES 00:00 Welcome! 00:26 What is Whiteknights Studio Trail 00:55 How the trail came about and how it's kept fresh every year. 03:58 Steps needed to set up the trail 05:14 Funding the trail: University of Reading sponsorship and artist subscriptions 05:56 How the University of Reading sponsorship started 07:01 How Jenny has avoided big challenges in running the Whiteknights trail/advice for people wanting to organise a trail 09:29 Advice for businesses/artists who want to collaborate 11:30 If you don't ask, you don't get!: Jenny's Harris Garden collaboration 14:21 What Jenny is showing on the 2026 arts trail 15:18 Purpose of the Whiteknights Art Trail & communication tips for businesses 16:24 Jenny's dinosaur cards connected to the Reading summer trail 17:42 University of Reading centenary exhibition popup on Whiteknights Summer Trail 18:42 How Jenny can keep people on track and to deadlines for the summer trail 19:49 Jenny's plans for the trail moving forwards 20:58 Jenny's step by step guide on how to set up your own event 22:34 Funding: allow enough time before your event to apply for funding 23:01 Consider what's free and what's paid 24:04 Jenny's final thoughts

Ep.88 Kevin Harrington | Why Only 1 in 5 Businesses Successfully Sell—And How to Be One of Them

This episode features Kevin Harrington, a partner at Exit Factor, who discusses the critical importance of business exit planning for SMEs. Kevin shares his journey from civil engineering into marketing and business brokerage, highlighting how he and his partner Darrell launched their UK operations in Reading in early 2026. He emphasises that a truly successful business is one built to be "exit-ready" from day one, ensuring it is well-run, replicable, and not entirely dependent on the owner. The conversation explores the structural and operational shifts necessary to increase a company's valuation. Kevin explains his shift in measuring success: rather than focusing solely on suppressing tax, he prioritises demonstrating consistent profit streams and reducing risk. He also details the "Iceberg of Ignorance," a concept used to encourage owners to engage their frontline staff to identify 100% of organisational problems and foster a better culture. Finally, the discussion covers Kevin's upcoming projects, including Exit Factor's ambitious goal to open 30 offices across the UK within the next five years. He concludes by encouraging listeners to stop putting off the exit conversation and to seek an assessment early to ensure they have the freedom to exit on their own terms. KEY TAKEAWAYS Your Business is Your Pension—Treat It Like One Most business owners view their company as their primary retirement fund, yet 80% of businesses fail to sell. To avoid retiring with a value "close to zero," you must shift your mindset from daily survival to growing asset value. This involves moving away from suppressing profits to avoid tax and instead demonstrating a clean, consistent profit stream that a buyer can actually believe in. De-risk to Drive Your "Multiplier" The value of your business is determined by Profit multiplied by a Multiplier (V = P X M). While profit is important, the multiplier is a direct measure of risk. You can significantly increase your valuation simply by reducing risks. Use Data to Uncover the "Iceberg of Ignorance" Don't manage by "gut feel" alone; measuring performance naturally leads to improvement. Harrington highlights that while a CEO might only see 4% of organisational problems, the frontline staff see 100%. By using data to identify which customers are actually profitable versus those that "consume the most support time," and by involving your team in finding these solutions, you create a more efficient, "match-fit" business that is far more attractive to potential buyers. TIME CODES 00:00 Welcome to Kevin 00:24 Kevin's background 01:28 What is Exit Factor and how it helps business owners. 02:38 When should people think about preparing a business for an exit? (The answer may surprise you.) 06:03 Points that make a business appear 'risky' to potential buyers. 07:27 Good business practices for one-person businesses 09:11 How important are processes and data in contributing to the value of a business? 12:36 How to use data effectively 13:19 Get your team involved & Yoshida's Iceberg of Ignorance 15:30 What aspects of exiting do business owners mainly struggle with? 20:47 Exit Factor's typical client 22:33 How Kevin communicates information to potential clients 24:24 How the value of a business is calculated 28:21 Bring people with you on the journey and why cutting costs doesn't work to grow a business 30:32 Why communication is the most important skill 32:45 Why Exit Factor chose Reading for their first UK office 34:29 Exit Factor's plans going forwards 38:55 Kevin's final thoughts and tips

Ep.87 Maria Lloyd | Turning "Maybe" into "Yes": Mastering the Consideration Stage

In this episode, podcast host, Maria Lloyd, continues her deep-dive series into growth funnels. Maria focuses on the Consideration stage—the third part of her five-stage AICAR model—where potential customers are actively weighing different options to solve a specific problem. She emphasises that success in this stage stems from a deep understanding of the audience's pain points and clearly articulating how a business can solve those problems through their website and other marketing channels. The conversation explores the necessity of Authority and Risk Mitigation to convert leads into sales. Maria explains how to build trust by using case studies, qualifications, and valuable content to demonstrate past success. She also provides practical strategies to make an offer more tempting, such as using free trials, split payment schemes, and clear deliverables tailored to different personality types, whether they are data-driven or visual learners. Finally, the discussion covers Maria's actionable advice for the week: identifying three reasons why a customer should trust you and three ways to make a solution feel risk-free. She concludes by encouraging listeners to focus on providing genuine value, reminding them that they must prove themselves to their audience. KEY TAKEAWAYS Zero In on the Audience's Specific "Pain" Maria emphasises that the consideration stage is where you must move beyond general awareness and deeply understand how your audience describes their problem. Business owners should identify whether their prospects are already looking for a solution or if they are still only feeling the "pain" without knowing the cause. Establish Authority Through "Proof of Success" Because potential clients are likely weighing you against several competitors, building trust is non-negotiable. Maria suggests using case studies as a primary tool to demonstrate that you have successfully solved similar problems before, which helps prospects visualise how your service works creatively for them. Beyond qualifications, you can develop this authority by consistently delivering valuable, and/or helpful content that builds a long-term relationship with your audience before the sale even happens. De-Risk the Deal with "Tempting" Incentives Even when an audience trusts your capability, the fear of making a wrong choice can prevent them from crossing the finish line. Maria advises business owners to make their solutions look as risk-free as possible by offering split payment schemes, free trials, or bonuses for acting by a certain date. Tailoring your presentation—such as using data-driven logic for analytical types or visual layouts for visual learners—ensures that the value of your work is highlighted in a way that resonates with the individual's personality. TIME CODES 00:00 Welcome & Introduction 00:39 What is a growth funnel 00:54 What is the Consideration stage and how to streamline this stage. 01:12 Point one: Audience 02:17 Point two: Authority 03:53 Point three: Risk mitigation 05:31 Summary 06:01 Your challenge for the week 06:27 Final thoughts

Ep.86 Lynn Mead | How Professional Speaking Drives Business Growth and Connection

This episode features Lynn Mead, a leadership and career coach, director and founder of Dynamic Focus Limited, and regional president for the Thames Valley Professional Speaking Association (PSA). Lynn discusses her transition after spending over thirty years in local government, evolving from a public sector accountant into a business owner focused on elite athlete career transition. She emphasises that successful leadership stems from understanding 'one's brilliant self' and applying the critical soft skills developed through sports directly into the workplace. The conversation explores the benefits of the PSA for business owners looking to stand out. Lynn also explains her shift in managing the Thames Valley region: she prioritises growing a local community by shifting to a 5:30 PM start time with informal networking, keynote speakers, and focused workshops to keep members engaged in the ecosystem. Finally, the discussion covers Lynn's upcoming projects, including her major goals for growing the Thames Valley region's visibility and membership. She concludes by encouraging listeners to connect with her or Maria on LinkedIn to become part of a highly inclusive and supportive local community that offers everything from masterclasses to valuable networking. Key Takeaways Leverage Your "Sporting Soft Skills" for Leadership Lynn emphasises that the "critical skills" required to lead a business—such as resilience, discipline, and teamwork—often stem from one's background in sports. Business owners should identify their "brilliant selves" by recognising how their outside passions and past experiences have equipped them with a unique package of arrows for their professional bow. By bringing these "leadership lessons" into the workplace, you can create a unique selling point that helps you stand out in a crowded niche. Master the "Diva on Stage, Delight off Stage" Philosophy To grow a business, you must be able to capture and hold an audience's attention. Lynn shares a core PSA philosophy: when you are performing or presenting, you must be a "diva" by being highly entertaining and engaging. However, once you step off the stage, you should be a "delight"—approachable, helpful, and inclusive—to build the authentic connections and networks that sustain a business over the long term. Use "The Power of the Pause" to Increase Impact Communication is a fundamental tool for any leader, but high-pressure situations often cause speakers to rush. Lynn advises business owners to consciously slow down their speech to improve clarity and tonal variety. By utilising the "power of a pause," you give your audience—whether they are clients or employees—the necessary time to actually absorb and process the value of what you are saying. TIME CODES 00:00 Welcome to Lynn 00:55 Lynn's background and how she came to start her business 03:22 Why Reading is a good place to have your business 04:20 What is the PSA? 05:41 What Lynn and I both like the PSA 07:01 What is the difference between the PSA and Toastmasters? 09:25 Getting Feedback at the PSA 10:03 How business owners can benefit from joining the PSA 10:46 How the PSA is inclusive 11:45 What happens at a PSA Thames Valley meeting 14:45 How people can get value from professional speakers 15:52 What has Lynn got from being part of the PSA? 16:39 Lynn's closing top tips

Ep.85 Maria Lloyd | The Power of the Interest Stage in your customer journey model.

This solo episode features Maria Lloyd, founder of My Local Marketer, discussing the "Interest" stage of the AICAR customer journey model. Maria explores how business owners can move audiences from one-off content consumers into a dedicated "ecosystem," emphasising that this stage is the most critical foundation for building long-term familiarity and trust. She highlights that a well-maintained ecosystem not only drives future sales but also fosters brand advocates who provide word-of-mouth referrals, even if they never become customers themselves. The discussion focuses on the strategic importance of retaining an audience through consistent "content pillars" like podcasts, newsletters, or blogs. Maria explains that the shift in mindset must move away from self-promotion toward fulfilling the specific needs of the audience. She also underscores the value of data collection, noting that regular engagement provides the insights necessary to refine marketing strategies and improve business offerings. Finally, Maria provides a practical "action for the week," encouraging listeners to audit their current engagement strategies or define their ideal customer profile to start building their own community. She concludes by advising on the effective use of AI as a tool for brainstorming, provided it is given deep context about the business. KEY TAKEAWAYS The Interest Stage is the "Bridge" to Business Growth: While Awareness gets you noticed, the Interest stage is where the real work happens. It is the critical transition point where you move people from one-off content consumers into a dedicated ecosystem. Your Ecosystem Creates Advocates, Not Just Customers: A well-maintained ecosystem (supported by consistent pillars like newsletters, podcasts, or blogs) has value beyond immediate sales. Even those who never buy from you can become powerful brand advocates. By providing ongoing value, you cultivate a community that provides word-of-mouth referrals and provides you with the data needed to refine your marketing strategy. Shift from Self-Promotion to Audience-Centric Value: Successful retention requires a mindset shift: stop focusing on what you want to tell the world and start fulfilling the specific needs of your audience. Maria emphasises that by defining your "Ideal Customer Profile" and auditing your content to ensure it genuinely helps them, you make the eventual selling process easier, more natural, and more enjoyable for both parties. TIME CODES 00:00 Intro 00:19 5 Stages of the AICAR marketing funnel 00:55 The importance of the interest stage: Sales 01:29 The importance of the interest stage: Word of Mouth 02:21 The importance of the interest stage: Data 04:19 Challenge for this week if you have something in place already 04:48 Challenge for this week if you haven't something in place already 05:05 How to use AI to help you 05:36 Final thoughts