Joanne Allday is looking to cast some marketing magic on small businesses in Cumbria and north Lancashire after becoming her own boss, writes Business Editor Jim Smith.

And she reckons she is well placed to serve the needs of small business owners in the area because she knows exactly what it takes to run your own operation.

Joanne, who holds a Masters degree in marketing management, formed her marketing company, Showing Off, in July and already has a number of clients on her books.

The world of magic features in her own corporate identity, including a distinctive business card featuring a magician's top hat.

Now she is aiming to cast a spell on small businesses to help raise their profile and make the most of their spending on marketing.

"Marketing businesses tend to target the larger companies. I want to help the small businesses that actually need it. I am deliberately keeping my overheads low by working from home and not travelling vast distances," explained Joanne.

"In a small business, it's crucial that you get the maximum return on every penny spent on marketing. Whilst it's more challenging working for small businesses because they have a smaller budget to play with, it's far more rewarding. The results mean far more to a small business than to a larger one.

"Most small businesses can't afford a marketing department of their own. I am offering a bolted-on marketing department for those that can't afford one.

"People running a small business have to do everything in a business and have to set priorities. They don't have the time or expertise to do the marketing.

"From what my clients say, it's definitely a service that they need. Business Link also says new start-ups are in desperate need of marketing."

Joanne decided to start Showing Off while on holiday, attending a family wedding in Australia.

She said she had always wanted to run her own business: "My parents are both self-employed and I think it's in my genes.

"I felt the time was right. I am the type of person who won't sit back and wonder what if?'. I will jump in with both feet and give it a try."

Her husband Gavin, who is an IT manager, is right behind her business venture, acting as company secretary and offering his talent as an amateur photographer.

"He is incredibly talented in his own right and helping a great deal," said Joanne.

The former Cartmel Priory School and Barrow Sixth Form College student started her career at Provincial Insurance as a claims clerk, learning the art of negotiation, before moving to McClure and Whitaker Insurance Brokers in Grange-over-Sands, her home town.

She later switched to Marl International in Ulverston, working as sales office administrator and started a marketing department.

Joanne then spent two years at Ulverston-based Resource Marketing, working on a wide range of projects, including running awards ceremonies, parties for businesses and company product launches.

With ten years of sales and marketing experience under her belt, she felt the time was right to take the plunge and branch out on her own.

l For more information on Showing Off Limited, contact Joanne Allday on 01229-580220.