Publicity Is Your Key Business Anchor
Paul Sagala
Phantom Solutions, Ltd
Background
While marketing may not be one's main domain of knowledge, it is not in
dispute that success hinges greatly on awareness by all parties who have
some part to play in one's business endeavours.
Primary information may be partly addressed through answering the
following questions:
- Where are you to be found?
- What do you do?
- How can you be contacted?
- Who can use your product or service?
- Who are your references?
- Do you have satisfied customers?
- What is the opinion of professional / technical assessors?
- Have you obtained certification by the bureaux of standards
in countries where you want to sell your products?
In some respects, checklist questions may be approached as under:
Who need to know?
- Users, individuals, firms, departments etc.
- Suppliers of raw materials, components / parts,
subassemblies, utilities, service providers etc.
- Outlets, by way of hardware / other shops, industries
/enterprises, other processors.
- Local business associates, users, suppliers in neighbourhood,
regions (eastern, western etc) and national.
- Foreign destinations / sources in neighbouring countries,
East African Community (EAC), COMESA, Africa and beyond.
Are you strategically located?
- Easy customer access is important.
- Have an outlet where items / services similar to yours are
expected to be by the users.
- For cottage industries / informal sector, group outlets may
be the cost effective way.
- It is therefore important to be in reach via telephone / fax,
office, e-mail and/or website if within your reach.
Are you marketing your services?
- Advertise in print media, on radio and/or television when
resources permit
- Carry out promotions for general public periodically.
- Visit specific potential clients
- Use complimentaries.
The Last word
- Keep your doors open, be receptive to ideas.
- Seek opinion of public and take corrective action where necessary.
- Practice good management, take planning seriously.
- Endeavour to live to promised word to your customers.
- Deliver services on time.
- Constantly improve quality and value for money, sharing cost
reductions with the customer, or, passing the benefit to the customer.
- Take interest in promoting growth of your suppliers and customers/clientele.
