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Marketing Strategies

     I am pretty sure that no advice need to be deliberated with the marketing strategies and technologies to achieve the goal and the intended outcome for adopting the same. A survey reveals that most of the small and medium companies / businesses do not see the light in the long run even though the area / product chosen in service or manufacture looked unique at that point of time. Why such a fall? And What is the reason? The answer is:

• DO NOT HAVE A GOOD MARKETING TEAM


• HAVE POOR UNDERSTANDING OF MARKETING


• NOT HAVE INTERFACE WITH THE MARKET REALITIES

     The top management / the proprietor do have a good team of marketing personnel at the inception of the service / launching of the product. It is desirable to let the team know and understand the strategies and WHAT IS GOING ON IN THE COMPANY / PRODUCT which is / is being launched. Why? It is these staff who answer the calls and queries of the customers and who meet the customers. If they know, the matter is settled and you look good.

     NOTHING TARNISHES THE IMAGE OF THE COMPANY MORE THAN A STAFF MEMBER TALKING TO A CUSTOMER OR A PROSPECTIVE CUSTOMER SAYING " I DON'T KNOW WHAT THE COMPANY IS DOING" OR " ARE WE DOING IT?"

     Take the case of a Builder, whose staff are unaware of the facilities proposed in the site, the rate, the plinth area, location, etc . How the customer / prospective customer will feel if he gets an answer on enquiry from the marketing staff or the assistant who attends the phone " I am unaware".

     Nothing boosts the image of a company / service provider more than the receptionist, secretaries, assistants etc speaking confidently over the phone and handling the enquiries on the market trend / product / upgradation proposed in the product or service.

     It is advisable and necessary that the CEO /Proprietor to spend some time amongst the staff to make sure about the working of the program, the intended and actual outcome, any change required by the market etc.

     This may sound simple. But with the dead lines given, production needs, implementation of the market strategies announced by the core team, the staff involvement and updating the staff is forgotten. Take a step towards this, so that they keep the company's image flying high.

     A routine (weekly, monthly, quarterly) to be chalked out and should be established in such a way viz. E-mail, meeting etc that the field staff are educated and involved before, during and after the marketing strategy is evolved / implemented. This will have a two way street. That is the team /staff is made known of what they are intended to do / what they are expected. And they will let you know how the strategy / program is progressing from their perspective of dealing daily with the customers.

     Deliberation of an instance will make my stand clear.

     In one instance, the marketing team went ahead and changed the packing of an existing product without informing the sales team. The team thought that it is a spurious product. Now you can imagine and understand the damage that would have been created for the product and loss to the company and its image.

     In keeping your staff involved, you are assured of the fact that they will be more concerned with the campaign's outcome and will work to make it succeed. Nothing build a team better than strong information and communication channels, if you want your company to measure up and compete successfully in the market.

Try today itself to cumulate the ideas of yours and your staff on these lines.

UNITED WE SUCCEED, DIVIDED WE FALL