ANALYSIS: Public sector marketing frenzy
As the recession continues to squeeze the budgets of companies across the UK, the window of opportunity to sell products and services to the private sector grows narrower by the week.
Couple with this the Government's recently announced cash boost for the public sector, and it's not hard to work out why an increasing number of B2B brands are shifting their attention to ways in which they can sell to public sector companies.
The proof of the pudding is in the eating; one major public sector data owner reports that activity rates on its website have tripled year-on-year. But public sector marketing is a complex business and involves markedly different techniques to private sector marketing - namely understanding specific frameworks and tender processes. So what are the main facts brands need to know before they can move into this arena?