Professional cricketer and artist

Martin Speight played cricket professionally for both Sussex and Durham, and also England U19s,before retiring in 2001. Aside from his cricketing career Martin is also a gifted artist. Over the years his art has become known and collected by cricket lovers far and wide.

Marketing consultant

As a professional cricketer Martin’s time was taken up with his cricket career, and also painting during the winter months. The painting started as a hobby. I was fortunate enough to work with Martin between 1997 and 2000 and during those years managed all aspects of the art business for him, including budgeting and the daily running of the company, which allowed Martin to concentrate on his cricket and painting. Revenues frew significantly over that time allowing the progression from a hobby to a striving business.

Marketing strategies

The first thing I did was to challenge the price that Martin was charging for his art. A lot of time and effort was being spent on each painting and the prices being charged did not fairly represent this. I therefore increased prices until a level was achieved which meant demand and supply were in equilibrium. This I enhanced by creating a full range of gifts and products from the art which in turn not only generated new customers but also repeat customers and loyalty.

Total marketing support

Over that time I managed all aspects of marketing for Martin, not only on a strategic level but also managing new product initiatives, commissions, sales, general marketing and PR activities. This included the creation of a website, organising stands at exhibitions which I also went along to in order sell his art and gifts and to collect names for a database to be used for future marketing activity. Over the three years I was able to create a database of 6000 cricket and art lovers.

Time was also spent at the county cricket grounds promoting Martin’s art and relationship building with the staff and members, cricketing magazines and other useful organisations and people connected to cricket to support the marketing and PR activity.

Products for additional income

Some of the products were funded by the company and for others I was able to negotiate licensing deals. Products created at that time were:

Today Martin has retired from cricket but still continues with his art, alongside running a sports academy in the north east of England.