Q and A with Lou Eddy

Information Technology-min

1. What inspired you to start your marketing business, and what drives you to continue its growth and success?

After spending over 20 years working in the corporate world, where I immersed myself in all aspects and disciplines of marketing, I felt a strong desire to leverage my expertise to make a more significant impact across multiple organisations. This led me to start my own marketing consulting business. Over the past two years, I’ve developed key client relationships that have produced real, tangible results, and I’ve also formed valuable friendships along the way.  This path recently led to a collaboration with Katie Bullon and the team at activ Marketing Group, resulting in the launch of activ Marketing by Lou Eddy.

What drives me to continue growing and succeeding is the passion for seeing my clients thrive and the constant evolution of the marketing landscape. I am motivated by the challenge of staying ahead of industry trends and finding innovative solutions that deliver measurable results. The satisfaction of making a real difference in my clients’ businesses, combined with the excitement of new opportunities and collaborations, fuels my ongoing commitment to growth and excellence.

Reflecting on my journey, I often wonder why I didn’t make the switch earlier, knowing what I know now.  

2. Can you share a recent professional achievement or milestone that you’re particularly proud of?

A recent professional achievement I’m particularly proud of is transforming the marketing presence of an organisation that initially had little to none. Referred by a former colleague, I secured a contract to work with them on a retained basis, one day a week. Over the past eight months, I’ve led a comprehensive overhaul of their website, established consistent social media posting, supported the creation of regular content, and involved the entire organisation in creating promotional materials. As a result, the owner now appreciates the value of proactive marketing strategies. They are planning to expand into paid advertising, events and ongoing SEO, and have also hired a full-time internal marketing manager. This progress reflects the significant efforts and impact of our collaborative work. 

3. How do you stay updated on the latest trends and developments in the marketing industry?

My approach to staying updated on the latest marketing trends is multi-faceted. Driven by a natural thirst for knowledge, I read extensively, attend industry events and leverage my extensive network of industry friends and acquaintances for valuable insights. I’m also an avid social media user and have recently ventured into the podcast scene, currently just as a listener. Additionally, I’m exploring ways to share my insights, knowledge and skills with a broader audience, starting with contributions to the blog on my website – activ Marketing by Lou Eddy. This may evolve into something bigger, so stay tuned! 

4. What values or principles do you prioritise in your business operations and client relationships?

I strongly believe that integrity and transparency are fundamental to building trust and strong relationships.  I prioritise working within agreed timescales and maintaining open communication with clients throughout the entire process. Keeping customers updated at every stage of the journey is key to ensuring mutual understanding and satisfaction. Additionally, I place a high value on managing expectations effectively, ensuring that all parties have a clear understanding of goals, timelines and potential outcomes. This approach fosters a collaborative and trusting environment, ultimately leading to successful and enduring business relationships. 

5. In your opinion, what sets your marketing approach apart from others in the industry?

It’s personal, it’s bespoke, people trust me and it delivers value.  Most of my current customers are those that have known me in the past, have been introduced by someone I have worked with, or repeat clients who continually re-hire me.  The best form of advertising is personal recommendation, and I pride myself on achieving just that. I have built a brand and reputation based on consistently doing what I say I will, which fosters long-term relationships and client satisfaction. 

6. How do you balance the demands of running a business with your personal life and interests?

It can be challenging! I’m fortunate to have a very understanding husband who has worked in the IT industry for over 30 years, so he appreciates the demands of working in a pressured environment.  I believe in working smarter, not harder, and over the years, I have built a strong network of people and resources to call upon when needed.  Recognising the importance of work/life balance, I make a concerted effort to switch off when I can. After all, we only get one life, and it’s important to live it to the fullest.   

7. Can you share a hobby or passion outside of work that you find fulfilling?

I’m fortunate to have a amazing network of family and great friends outside of work, all of whom I’m close to, and love spending time with. I love travelling, and learning about different cultures, and I also spend a lot of time at our second home in the Canary Islands, particularly in the winter months when it’s cold in the UK! I also love learning – someone once said to me,” if you are not learning, you are dying” and I wholly subscribe to that idea. As a creative at heart, I regularly partake in short part- time courses to keep myself entertained, such as flower arranging, millinery, makeup artistry, cooking, wedding planning, and many more!

I’m also involved in several voluntary local and community activities including servicing as the Advertising Manager for our local parish magazine in Old Basing.  Additionally, I volunteer for ‘Age Concern’ where I spend a couple of days a month supporting an elderly local community group.  We often take everyday things for granted, but when you walk into a room and you are the first person someone has seen or spoken to in a week, it can be both humbling and rewarding.   

8. How do you approach challenges or setbacks in both your professional and personal life?

I believe we all go through life making mistakes here and there.  What’s important is what you learn from them. No one, and nothing is ever perfect. I always strive to do the best that I can both in my professional and personal life. If that isn’t good enough, then it’s not meant for me. I firmly believe that what’s for you, won’t go by you; you may just need to take a slight detour. 

9. What would your typical weekend look like?

I enjoy cooking, eating, and love to entertain and host family and friends. My husband and I are known as ‘the ones that always pull everyone together’, so if there is an event to organise, we’re ‘The Planners’! I also have a passion for home improvements, and gardening has recently piqued my interest. I’m not sure if that’s just me getting older, but I actually find weeding therapeutic! 

10. Looking ahead, what are your aspirations for the future of your business, both professionally and personally?

I’m thrilled to be launching the activ Marketing by Lou Eddy brand with the support of the talented team at activ Marketing Group Head Office. Combining my expertise and experience as a marketing professional with the broader team’s exceptional skills, my offerings have expanded exponentially overnight.

My passion lies in helping local businesses grow and realise their potential. With the training, tools, and support from the wider activ team, scaling and assisting more businesses will become significantly easier.

On a personal level, I believe that while forward-thinking and planning are important, it’s crucial not to lose sight of living in the present. Life can throw unexpected obstacles in our path, and if we’re too committed to a strict plan, it can hinder our ability to adapt when things change. This adaptability is crucial for both personal and professional development.

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