Newton Heath's Philosophy

Newton Heath’s philosophy is simple. We believe that the more organizations develop a complete understanding of their customers, the greater their chances are of retaining and growing the business. The more organizations understand what customers buy, when they buy, where they buy, how much they buy and how often they buy - the more likely they are to influence their customers to buy again.

According to prominent marketing scholar Philip Kotler, it is estimated that the cost of attracting new customers is five times greater than the cost of retaining existing customers. It makes sense therefore, that placing appropriate value on existing customers is paramount to the success of any organization.

That is not to say that organizations should not pursue new business, on the contrary. New business should be pursued once an organization has established a holistic and complete business value proposition. In other words, "one step at a time".

Firstly it is imperative that a business understands its existing customers and the external situation that it operates in. Secondly, a business needs to develop value propositions to retain and grow their business and thirdly, a business needs to leverage its existing customer base to grow the business.

Marketing is Changing

There is little doubt that the world of successful marketing is changing.

Thirty years ago organizations in Australia simply advertised their products on television and that was enough to ‘cut through’ to customers to ensure trial. In 2005 the same approach just doesn’t work. There are literally hundreds of different advertising and promotional mediums available today that clutters the marketplace. At the same time, customers are savvier than ever before about their buying behaviour.

Newton Heath argues that implementing the same marketing campaign as everyone else just categorizes your organization as being… just like "everyone else’s". We believe that for an organization to develop sustainable growth it must differentiate itself through innovation.