mmag aprilmayissue10
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the communication forumfor mauritian ProfeSSionaLS
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ventreators
1982 In Search of Excellence: Lessons from America’s Best-Run Companies (with Robert H. Waterman, Jr.)
1984 A Passion for Excellence: The Leadership Difference (with Nancy Austin)
1987 Thriving on Chaos: Handbook for a Management Revolution
1992 Liberation Management: Necessary Disorganization for the Nanosecond Nineties
1994 The Tom Peters Seminar: Crazy Times Call for Crazy Organizations
1994 The Pursuit of WOW!: Every Person’s Guide to Topsy-Turvy Times
1997 The Circle of Innovation
www.marketingmag.mu
WOW!Excellence Passion Leadership Difference Chaos Liberation
Management Crazy Times Innovation Disruptive BIG Things Marketing Uniqueness People WOW!
The tom peters Experience
The marketing community in Mauritius is supported by the following leading firms:
FOUNDING SPONSORSCIm FINaNCe LtDCim Finance is one of the leading providers of credit solutions in Mauritius to both individuals and the corporate sector, particularly supporting the small and medium enterprises.
Contact: 1st Floor, Manhattan Building, c/r Edith Cavell & Mère Barthélemy streets, Port Louis, Mauritius. Tel: + 230 203 6800. Fax: + 230 203 6810. Web: www.cimfinance.mu
HatCHINGS Hatchings specialises in business development through marketing practice and is an affiliate of “africapractice”, the leading development firm in Africa.
Contact: Moka Business Centre, Moka. Tel: +230 4069622, Email: [email protected] Web: www.hactchings.mu
RaDIO ONeThe premiere private radio in Mauritius with a strong culture of listening to its audience. Radio One broadcasts quality news and information while delivering relevant and innovative radio programmes and events.
Contact: Radio ONE, VIVA VOCE Limitée, 3, Rue Brown Séquard, Port Louis. Tel: +230 211 4555. Fax: +230 213 4946. Web: www.r1.mu
WatIWaLa emaRketING We e-mail your marketing messages to individuals and corporate clients resulting in immediate and measurable market feedback
Contact: 40a, Route du Jardin, Curepipe, Mauritius.Tel: +230 5448 9999, +230 5449 8899 Email: [email protected] Web: www.watiwala.com
Le matINaL Premium newspaper in French, published daily Monday to Saturday by AAPCA (Mauritius) Ltd.
Contact: 6 Poudriere Street, Port Louis. Tel: 207 0909 Fax: 2134069. Web: www.lematinal.com
eveNt CReatORS Offers full fledge event services and logistics from conception to completion, managed by specialists in specific fields. Our mission is to make of each event a UNIQUE experience for all stakeholders.
Contact: Royal Road, Mont Fleury - St PierreTel: 433 4440
FLOWeR aD Flower AD is a Mauritian owned company specialized in billboards. Born in 2008, we propose 4x3m billposting networks (120 boards) and Long Conservation boards of different dimensions from 6x3m to 11x4m.
Contact: Industrial Zone, Phoenix. Tel: +230 6969 9900 Email: [email protected]
tNS aNaLySIS Part of Taylor Nelson Sofres Group - leading socio-economic and marketing research consultancy agency operating in the Indian Ocean Region (Madagascar, Mauritius, Reunion island, Mayotte, Seychelles and Comoros).
Contact: 1st Floor, Ebene Skies, Ebene, Mauritius. Tel: +230 202 0055 Email: [email protected] Web: www.tnsglobal.com
To be on this page contact DEYAN at [email protected]
DeFI meDIa Le Défi Media Group is a leading publisher of newspapers and magazines including Le Défi Plus, News on Sunday, Défi Turf, Défi Quotidien, Hebdo, Le Dimanche, Star, Vision, Défi Immobilier and Défi Moteur. The group also runs a Web TV, online advertising and mass mailing services.
Contact: 48 Labourdonnais Street, Port LouisTel: 211 8131/507 0666 Fax: 213 0959. Web: www.defimedia.info
HaReL maLLaC teCHNOLOGIeS LtDHarel Mallac Technologies Ltd is a leading regional technology company focused on delivering business and technology solutions. Established since 1988, the company is a subsidiary of Harel Mallac Group.
Contact: 18 Edith Cavell Street, Port Louis, Mauritius.Tel: +230 207 3200 | Fax: + 230 207 3232Email: [email protected]: www.hmtechnologies.mu
ventreators
www.marketingmag.mu
SUPPORteRS EXECUTIVE DIRECTORDeyan Ristic
M: 57274343E: [email protected]
EDITORMike Lynch
M: 54992303E: [email protected]
DESIGNERRoyal-Praise O. Omololu
Published by Hatchings Ltd
Moka Business Centre, Moka, Mauritius
T: (230) 406 9622.
Incorporated on 17 November 1987 as a fully-fledged advertising and communication agency by offering a wide spectrum of quality services.Contact: 18, Rouget Avenue, Soreze, Pailes, Rep. of Mauritius. Tel. (230) 286 7330. Email: [email protected]
Providing premium services and quality products since the past 25 years.Contact: B1, DBM Industrial Building, La Tour Koenig, Pointe aux Sables. Tel. +230 234 2413 / Fax: +230 234 1793Email: [email protected]
LOGOS PUBLICIty
aRSeNIUS PRINtING & StatIONeRy LtD
The NPCC and world-class speaker Tom Peters, described as the “Red Bull of Management”, mounted an exceptional event in terms of marketing, with Peters at his world-class-speaker best and the NPCC team demonstrating above-average planning and execution skills. WOW
4
CONTENTS
More than 200 delegates and international speakers will take part in the All-Africa Public Relations Association Conference in Mauritius later in May and all have the lofty goal of “Advancing Africa”. For PRs in Mauritius, there’s still to book a seat.
10A new chapter has opened for Floreal-based RedHouse Advertising with the
agency becoming affiliated by the McCann Worldgroup which is now making a
concerted effort to reinforce is presence in Africa and the Indian Ocean regions
8
In our Marketing@Work section, you’ll find Le Defia Media Group, Events Plus, Brink’s
Mauritius, Foris Clinique Darne, La Sentinelle Media Group, and Graphic Press. Have a look
at their latest marketing efforts.
11
In our regular look at brands, we focus on KGB Vodka and the Grays team behind the
success of the aluminium bottle – and its contents, of course. As the team says, “you can like or dislike it, but you will notice it”>
22
How India could change retail marketing as we know it, is just one of the intriguing
subjects covered in our regular look at the wider world of marketing, advertising and PR.
26
In her regular column, Brand Manager Deepa Manrakhan delves into the mysteries of digital marketing for the traditional marketer and she advises that you will be able to drive your marketing goals using both traditional and digital marketing.
24
that he gained his marketing expertise “simply opening his eyes on all the advertising campaigns that are going on,” adding that the best marketing campaigns are those that “touch people deep within themselves”.
The CEO of Flower AD, Sebastien Rousset, tells us in his featured profile for this issue 16
The EXPERTS have their say on knowing your customers, three quick ways to mitigate brand implosion, and how to convert leads and buying customers with the 9-Step sales process.
28EXPERTS@
WORK
MARKETING MAG ISSUE 10 APRIL/MAY 2014 | 3www.marketingmag.mu
Being well prepared and organised always pays dividends and the Tom Peters one-day workshop hosted by the National Productivity and Competitiveness Council (NPCC) was the real proof. This is not the first time Tom Peters, the “Red Bull of Management”, has been in Mauritius speaking to a full house, but there was something exceptional from the marketing perspective about this event: the NPCC team was determined to excel and certainly demonstrated above-average marketing, planning and execution skills.
The promotional campaign was well structured and started months ahead of the event - as is the best practice around the world - yet the team still retained energy to intensify efforts in the final two weeks prior the event. They have looked at all aspects of promotion and have done a nice job of integrating below the line, above the line and digital channels. The messages were clear and targeted to a range of audiences, all driving to the purchasing decision. A promotional effort on its own would probably not have captured our attention. But as the campaign rolled out, it became obvious that the marketing thinking behind the occasion was more than just skin-deep.
The team has actually considered all aspects of the marketing mix, from product design to pricing and distribution, and found a perfect fit for all elements. The pricing was well thought through to include both those with considerable training budgets and the SME sector, whichis usually excluded from premier events. The response from companies and individuals was rewarding for the NPCC as almost all the lower- category seats were sold out. Structuring the pricing to motivate early bookings was a nice touch and secured further sales. Yield management is rarely practiced well in our market, but for this event it worked. The pricing mix obviously stemmed from the team’s understanding of the target markets and proper segmentation. We do not know how profitable the event was but back-of-the- envelope calculation tells us the margin yield management and segmentation worked well.
Understanding their potential clients segmentation and their purchasing behaviours and needs showed also in the distribution strategy; the tickets were widely available through Mauritius Post, online and at NPCC offices. They went even further and carefully considered their own sales process. Once they identified an interested party, they relentlessly pursued the leads, not giving up even if the lead postponed the decision for weeks. This was a good example of a well-trained sales technique that fits into the overall strategy.
The final product delivery was also enchanting.
Everyone was greeted at the entrance of the Swami Vivekananda International Convention Centre by the NPCC team, who were on the ball, smiling, forthcoming, determined to make every single person, regardless of their category of ticket, feel very welcome. The catering concept was well-suited to the price of tickets, time available and the need of participants to network freely. The tight organisation was maintained to the end, including a well-organised press conference and photoshoot after the public part of the event. And of course, Tom Peters did not disappoin, living up to the reputation as a world-class public speaker and trainer.
Finally, the brand was not left on the sidelines of marketing strategy. Through every aspect of the event and execution of the marketing campaign, one could feel intentional communication of the NPCC brand: showcasing proficiency by its own example. No product, particularly in the events category, is ever perfect. So surely the NPCC team will be drawing their own lessons for future improvements e.g. post- event email campaign, press kits etc.
MarketingMag met the NPCC team at their offices a week before the event. Energetic, eager to succeed, young and knowledgeable is the impression we carried away from that informal gathering. Whoever has put this team together obviously knows how to build teams and how to keep them motivated. Tom Peters has spent his career challenging businesses to strive for excellence. The NPCC team has taken him seriously and succeeded in their own way.
NPCC in pursuit of excellence
4 | MARKETING MAG ISSUE 10 APRIL/MAY 2014 www.marketingmag.mu
Seeing and hearing Tom Peters in person is a two-decade-old dream of mine that was always beyond my budget but was realised in April when he delivered one of his signature workshops at the Swami Vivekenanda International Convention Centre organised by NPCC.
Like many of my generation, I started being influenced by Tom in the early 1990s (last century!) when I came across his book on excellence, “The Pursuit of Wow!”, published in 1994. It really clicked with me and shaped my thinking and aactions as a fledgling manager. Being young and brave I pursued “WOW” in my own man-agement turfs with variable success. Sometimes the outcomes were financially disastrous and sometimes very profitable, but I had a lot of fun and joy doing it.
So attending the recent event was both a trip down memory lane and a challenge for future thinking and plan-ning.
Tom opened the seminar by reminding the audience that he was unlikely to share any wisdom we had not heard before. “The excellence simply makes sense,” he said.
And speaking honestly, most of us do not remember the boring companies and jobs we had; exciting and unique experiences stay with us forever. One of the first examples of companies striving for excellence the “guru” used in his presentation was WA Coppins, a New Zealand-based manufacturer of ships’ anchors. Their simple objective: To make the best anchors in the world.
The message: Set out to be the best in something and boldly pursue one’s conviction which demands courage - but it always pays off. We heard many other examples and were taken on an exciting ride through the key principles of doing good and profitable business, ranging from valuing staff to being less philosophical and more practical.
The example of Conrad Hilton will surely stay in everyone’s minds. Asked what is the most important thing he learned during his long and stellar career, he responded: “Remember to tuck in the shower curtain.” Attention to detail and determination to surpass customers’ expectations put in such a simple way.
Like many others, I walked out of the SVICC pleased I had attended, my iPad full of notes on how I could im-press my customers and develop my people, but most importantly how I could reignite my own passion and truly enjoy what I am doing.
Of the many examples Tom Peters gave us, one is by far the most impressive: Tom himself. The energy with which this 73-year-old delivered his convincing messages and his determination to conduct yet another excel-lent workshop was overwhelming and humbling.
He has delivered more than 3,000 workshops since he started his career, yet seems more passionate about his workshop in Pailles and more determined to ensure that every one of his clients in the room was “wowed” than many of us are about our own businesses and careers - even on our best days.
And Tom is right, there were no pearls of wisdom we had not hear before - just a reminder, annoying yet true, that Tom Peters cannot do it for us. No amount of workshops will change anything for us unless we are ready to make our career and our daily job into something really unique and valuable to ourselves and others.
He gave us a pressing sense of urgency that we better find something we are passionate about, set excellence as a common-sense choice and simply get on with it, serving each of our colleagues and clients with the de-termination to be the best at what we do. And of course, we must be ready to do it 3,000 times to start with…
Deyan Ristic
3000 and still going strong
1982 In Search of Excellence: Lessons from America’s Best-Run Companies (with Robert H. Waterman, Jr.)
1984 A Passion for Excellence: The Leadership Difference (with Nancy Austin)
1987 Thriving on Chaos: Handbook for a Management Revolution
1992 Liberation Management: Necessary Disorganization for the Nanosecond Nineties
1994 The Tom Peters Seminar: Crazy Times Call for Crazy Organizations
1994 The Pursuit of WOW!: Every Person’s Guide to Topsy-Turvy Times
1997 The Circle of Innovation
1999 The Reinventing Work Series 50List Books
2003 Re-imagine! Business Excellence in a Disruptive Age
2005 Sixty
2005 The Essentials Series
2010 The Little BIG Things: 163 Ways to Pursue EXCELLENCE
Books by tom peters
MARKETING MAG ISSUE 10 APRIL/MAY 2014 | 5www.marketingmag.mu
Following the workshop. MarketingMag had the opportunity to meet Tom Peters during a press conference. We asked him if, after the years of promoting excellence, there are companies which are managing to live up to the standards.
“The tendency is to talk about General Electric or someone like that and that’s not really the point. Among the bigger companies, and I hate to use American examples but that’s where my knowledge-base is best, I talked about an airline called Southwest Airlines, I talked about a couple of retail companies that are not in particularly exotic businesses - like groceries and like helping people to put shelves in their apartments.
I think there are any number of big companies and thousands of small companies. I would be shocked if I get a research project here (Mauritius) for a month that I wouldn’t come across a dozen or so companies doing very special things. They could have only two employees and could be serving an area that is no more than five kms or they could be, for example, one of the big hotels that serve the world.
I guess the one thing that comes with age is a short temper and I mentioned as I began today that going back to my first book in 1982 and continuing through my most recent book in 2010, there’s an American phrase ‘It’s not rocket science’, meaning that I’m not talking about differential equations, I’m not talking about launching people to the moon. I’m talking about fundamental issues, I’m talking about really attempting to develop the potential of people.
I guess in a way the biggest change, and I was thinking of my talk today, is that I believe with globalization and new technology, it was always a nice idea if businesses help their people develop. Now it’s an imperative. If you are not growing, if you are not learning new things, you are simply going to be left behind in the new economy regardless of the country that you are in.
And so my tone is a bit more strident than it was, and as I said several times today - and I chose my words with care - I think the business person in 2014, here or in my own home country, has a marked responsibility to maximise the development of the people they work with. I believe it’s the responsibility of a business to develop its people and its workforce. I have no patience, but frankly contempt, for those who don’t see it that way.”
tom peters!
Inside the mind of
6 | MARKETING MAG ISSUE 10 APRIL/MAY 2014 www.marketingmag.mu
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New chapter opens for RedHouse
Affiliation signed withMcCann Worldgroup
Floreal-based RedHouse Advertising has announced its affiliation to McCann Worldgroup, a “leading global marketing firm providing today’s marketers with best-in-class strategic and creative services that meet their brand-building needs across all communications channels”. The move comes 16 years after RedHouse Advertising opened its doors in Mauritius, according to director Helder de Oliveira Filipe and his creative director wife Nadine. Since then, the advertising agency has been many things to many clients, both locally and regionally.
A full service agency, they have constantly evolved and adapted to their clients and market needs, powering up brands that are entrusted to their care. The company’s services include advertising, information insights and consultancy, branding and identity, direct/digital marketing, media management, public relations, packaging and website design.
After 10 years in operation they joined the Y&R network, exposing their team to international standards. Now, an exciting new chapter opens with their affiliation to McCann Worldgroup.
McCann returned to the African Continent in January 2012 after an absence of more than 10 years. Their primary objective is to deliver a network experience for their global clients. To this end they searched for ideal partners who will help them in achieving this goal and have to date recruited an in-market capability across some 34 countries tallying more that 400 “McCannites”.
Their approach is one of “Hubs” and “Spoke” agencies; each of their five Hubs in turn will represent a sub-region within Sub-Saharan Africa. RedHouse has agreed to be their partner in representing McCann across all of the markets making up their Indian Ocean island region.
For Redhouse McCann this affiliation opens the possibilities of developing business in the territories of Réunion, Madagascar, Seychelles and Comores and offers their existing local clients expertise beyond local boundaries. The leadership and structure of the agency remains independent, backed by the world’s largest advertising agency network’s resources and intellectual capital, with more than 180 offices in more than 120 countries.
Helder Felipe was keen to point out that the RedHouse agency are putting the final touches to its website, redhouseadvertising.com, which is scheduled to be online in the second week of May.”
Fraser Lamb, Executive Chairman of McCann Worldgroup Africa & Group CEO of McCann Worldgroup South Africa, who was in Mauritius in late April, says: “At the heart of our company is the commitment to relentlessly seek the truth and then to tell it well. A human truth that is timeless and enduring that will grow our clients’ businesses.
“To achieve this, we search for and attract the best talent in each market. In RedHouse we have found such talent that gives us all the confidence in the world that our name is in great hands and that collectively we will become a real force in their home market of Mauritius as well as across the Indian Ocean islands.”
www.mccannworldgroup.comwww.mccann.comwww.mccann.co.za
www.marketingmag.mu
MARKETING MAG ISSUE 10 APRIL/MAY 2014 | 9
Fraser Lamb McCann Worldgroup Africa chairman
Helder FelipeRedHouse Director
www.marketingmag.mu
‘Advance Africa’
10 | MARKETING MAG ISSUE 10 APRIL/MAY 2014
The delegates participating in the 26th edition of the All Africa Public Relations Association Conference have one common goal: defining a cohesive communication campaign for Africa. The conference, which is scheduled to be held in Mauritius from May 28-30, 2014, at Le Meridien hotel in Pointe-aux-Piments.
This year’s theme is ‘Advancing Africa’. The conference is MQA Certified and open to Mauritian participants, on a first-come, first-served basis.
It will attract over 200 delegates and world-class speakers, including:
• Paul Holmes, president and CEO of The Holmes Group, who chairs the judges of the SABRE Awards and manages the Global Public Relations Summit, the world’s leading gathering of industry leaders;
• Mrs. Loula Zaklama, a former World President of the International Public Relations Association ( IPRA) and a public relations and marketing expert with 50 years of experience in communication;
• Jeremy Galbraith, who was recently named by The Sunday Times and Debrett’s as one of the UK’s 500 most influential people, and ranked among the top 20 influential professionals in the PR field;
• Ian Riley, a former Lawyer and Merchant Banker who was involved in the 2006 and 2010 FIFA World cup Bids for South Africa and has specialised in football marketing for the last 20 years.
These professionals, speakers and delegates will attempt to evolve a cohesive communication initiative for the continent, ‘Campaign Africa', thus making it a ‘must attend’ for any discerning communication practitioner in Africa.
It is expected that the outcome of its deliberations will be forwarded to The Summit of Heads of Government of the African Union for ratification.
(for more information and to book your participation, please contact Diane Chung, Blast Communications [email protected])
DATE: May 28-30, 2014 VENUE: Le Meridien hotel in Pointe-aux-Piments.
26th All Africa Public Relations Association Conference
www.marketingmag.mu
MARKETING @WORK
The second edition of the Salon de la Famille, organised by Events Plus in collaboration with Le Défi Media Group and Radio Plus, took place at the Swami Vivekananda, Pailles on April 11, 12 and 13.
Families enjoyed the leisure and recreational activities proposed by ‘Vetical World’, ‘Magic Rides Ltd’, ‘The Party’, ‘Kiddi Kids Activity Club’ and ‘Allied Concept & Entertainement Ltd’ and the celebration of the 12th anniversary of the No. 1 radio station, Radio Plus.
The products distributed by ‘Deramann’, the principal partner of the fair, interested many visitors. As Mr Sandeep Baguant from ‘Deramann’ said: “Our main objective was to launch the ‘Kamill Baby’ products and make people know about them. But I must say that the sales of the product saw much success as well. People were very interested in our products and now we look forward to see how successful it will be on the market.”
The Manager of Events Plus, Mr Bruno La Charmante, was very satisfied with the Salon’s success. As he said, there were two main objectives behind the oevent this year. “The first one was to present a platform between the public and operators that would unite all useful products for the family, or each of its individual members or collectively; babies products, beauty care for women,
Salon de la Famille an outstanding success
electrical appliances for housewives, hi-tech for teens and family, family leisure time and fun and games for children.
‘The second goal was to celebrate the family unit, offering a day of relaxation and discovery, creating awareness for family values and several conferences were held during the three days.”
He added: “There were a multitude of offers in various sectors and there were more exhibitors present this year. We had a wing of the Salon dedicated to beauty care for women with several exhibitors and local products, as well as international ones coming from countries like France, Morocco, India and England.”
For Mr La Charmante, “the large crowds during the Salon give us a sense of accomplishment. The visitors went home satisfied and this was the goal.’
The Manager of Events Plus pointed out that “Events Plus with its partners Radio Plus and Le Défi Media Group are fully satisfied because the Salon has fulfilled its mission.’
(Filed by Jameela Jaddoo, News on Sunday, Le Defi Media Group)
12 | MARKETING MAG ISSUE 10 APRIL/MAY 2014 www.marketingmag.mu
MARKETING @WORK
Brink’s, expert en solutions de sécurité, sera présent au Salon de la Maison pour présenter son offre phare dédiée aux particuliers : le ‘Pack Security’, un équipement de sécurité haut de gamme associé à une offre d’intervention H24 proposés dans une formule de location mensuelle tout inclus pour bénéficier d’une protection optimale de son domicile.
Compte tenu du sentiment d’insécurité qui existe aujourd’hui, les locataires ou propriétaires de logement veulent confier la sécurité de leur famille et de leurs biens à des professionnels de la sécurité, capables de proposer des solutions de sécurité fiables et efficaces et prêts à intervenir 24h/24 pour dissuader les voleurs et s’interposer si besoin entre les intrus et la victime.
Pour répondre à cette attente, Brink’s, grâce à ses équipements électroniques de qualité professionnelle, bénéficiant des derniers développements technologiques, propose ses solutions performantes afin de mieux protéger les lieux d’habitation. Cette innovation, que Brink’s rend aujourd’hui accessible à partir de 1580 Roupies par mois plus TVA, c’est le ‘Pack Security’ Brink’s qui comprend :
• L’audit sécurité du domicile par des experts Brink’s pour bien identifier les risques ;
• Un système d’alarme complet adaptable au site à protéger ;
• L’installation des équipements par des techniciens expérimentés ;
• Un abonnement mensuel au service interventions & patrouilles H24 /7j7, pour obtenir une sécurité optimale ;
• Un service de maintenance qui permettra de garantir durablement la fiabilité du matériel.
Avec son abonnement mensuel, le ‘Pack Security’ est la combinaison idéale pour permettre aux particuliers de profiter de tous les avantages d’une formule de sécurité complète avec un budget maitrisé.
Protéger sa maison est plus que jamais à votre portée
Fortis Clinique Darné opens in Grand Bay
Fortis Clinique Darné has opened a satellite branch at Grand Bay La Croisette equipped with a 24/7 Emergency Department. Services at the Centre include consultations, laboratory investigations, radiological examinations, endoscopy, stress test, kinesitherapy and Ambulance. (filed by Yajna Seewooruthun Assistant Manager - Strategy and Communication Fortis Clinique Darné)
MARKETING MAG ISSUE 10 APRIL/MAY 2014 | 13
Afin de découvrir ce nouveau concept, Brink’s fait bénéficier à ses clients une offre spéciale sur le ‘Pack Security’, à partir de 1000 Roupies plus TVA les six premiers mois, pour toute souscription sur son stand au Salon de la Maison & du Jardin, qui se tiendra du 23 au 27 avril 2014 au Centre Swami Vivekanda à Pailles. L’offre sera soumise à conditions.
(Filed by Mme Coralie Rouillard Brink’s Mauritius)
www.marketingmag.mu
Graphic Press Ltd launches illustrated book on Mauritius
Graphic Press Ltd is the publishing arm of La Sentinelle Media Group, owner of l’express newspaper.
It produces books & magazines under its own trade name but also offers publishing services to third party clients ranging from graphic design to print production, including photo shooting, distribution in bookshops,
supermarkets, hypermarkets & tourist shops. Caractere Ltee is the biggest commercial printer in Mauritius. It offers a wide range of professional printing and finishing services including offset printing, security printing (bank cheque books & receipts) and flexo printing (including packaging). (filed by Shirley Dulaurent - La Sentinelle)
Dans cette île parfuméeOù se distillent les plaisirs
Pov vous invite …
A apprécier, avec ou sans danseuses de séga la chaleur torride des nuits tropicales,
A admirer au bazar de Port Louisle Made in Mauritius fabriqué à Madagascar,
A apprendre au Jardin botanique de Pamplemousses le nom des plantes endémiques
sur des étiquettes de biscuits tunisiens …
Dans cette île parfuméeOù se distillent les plaisirs
Pov vous invite …
à découvrir les douceurs de plus d’un million d’âmes
amateurs d’alouda* et de gato moutaï**…
* Boisson fraîche sucrée, à base de lait** Gâteau à base de farine de riz et de sucre
9 789990 389357
Dans cette île parfuméeOù se distillent les plaisirs
Pov vous invite …
A apprécier, avec ou sans danseuses de séga la chaleur torride des nuits tropicales,
A admirer au bazar de Port Louisle Made in Mauritius fabriqué à Madagascar,
A apprendre au Jardin botanique de Pamplemousses le nom des plantes endémiques
sur des étiquettes de biscuits tunisiens …
Dans cette île parfuméeOù se distillent les plaisirs
Pov vous invite …
à découvrir les douceurs de plus d’un million d’âmes
amateurs d’alouda* et de gato moutaï**…
* Boisson fraîche sucrée, à base de lait** Gâteau à base de farine de riz et de sucre
9 789990 389357
MARKETING @WORK
Front cover
Back cover
14 | MARKETING MAG ISSUE 10 APRIL/MAY 2014 www.marketingmag.mu
MARKETING MAG ISSUE 10 APRIL/MAY 2014 | 15www.marketingmag.mu
Q. When did you take charge of marketing in your company?I started as a marketing manager at Visuel Ltee with Philippe Cervello in 1998. Flower AD was born in 2008, still in the outdoor billboard field.
Q. How did you gain marketing expertise?Just opening my eyes on all the advertising campaigns that are going on. The best marketing campaigns are the ones that touch people deep within themselves. So the next question is a very human one : What are people made of ? What are they experiencing inside of themselves. The answer is a life journey
Q. What is it you enjoy most about marketing?It’s about people, how they behave, feel etc…
Q. Which part of marketing can you handle blind folded?None
Q. What new marketing skills would you like to learn?Psychology Q. How well are marketing professionals positioned in Mauritius?I can’t compare but there has been huge progress over the past 15 years. Some of the Mauritian professional are excellent
Q. How do we compare with the rest of the world in our marketing skills?I don’t know
Q. Your favourite brand?None
Q. What are the strongest points of the brands you are managing?Sorry I don’t manage any brand, only Flower AD’s one.
Q. The marketing guru you respect the most?Mahatma Gandhi (but he didn’t know he was one)
Q. What next in your career?Social marketing can change a society. Marketing tools serving the realization of the best for a nation. I’d like to help in this area. Started last year with the “Guerizon komans par twa” campaign realized by Facto WE
Notable Quotation: According to Alan Andreasen from Georgetown University,“Social marketing is the application of commercial marketing technologies to the analysis, planning,execution and evaluation of programs designed to influence the voluntary behavior of target audiences in order to improve their personal welfare and that of their society”.
Sebastien RoussetCEO, Flower AD
It’s all about people
PROFILE
16 | MARKETING MAG ISSUE 10 APRIL/MAY 2014 www.marketingmag.mu
Sebastien RoussetMARKETING MAG ISSUE 10 APRIL/MAY 2014 | 17www.marketingmag.mu
PR @WORK
GML, Mon Repos, Trianon, 18 avril 2014 : Avoir un échange de points de vue et d’idées. Tel était le principal objectif d’un déjeuner d’affaires, organisé par GML, hier matin à Mon Repos, Trianon, entre les CEO des filiales de GML et les différents médias de Maurice. Durant plus de deux heures, les journalistes présents ont pu librement dialoguer avec les directeurs exécutifs concernés. C’est dans une ambiance conviviale, mêlant dialogue constructifs et échanges francs, que les CEO des filiales de GML ont rencontré les journalistes. Comme le souligna Arnaud Lagesse, CEO de GML, dans son allocution de bienvenue où il présenta chacun des directeurs exécutifs, l’idée de cette rencontre, était notamment « de mieux connaître les différents CEOs et leur compagnie respective et de créer un dialogue de manière à ce que la communication entre GML, ses filiales et la presse se passe pour le mieux. » Etaient présents à cette occasion : Richard Arlove (AbaxHolding Ltd), James Benoît (AfrAsia Bank Limited), Gérard Bouic (Alentaris Ltd), Jean-Louis Roule (CIDP Ltée), Nicolas Maigrot (IBL), Murray Adair (BlueLife Limited), Gérald de Senneville (GML Life Ltée), Paul Jones (Lux* Resorts Ltd), Sanjay Banydeen (Proximed Ltd), Patrick Macé (IntergraphLtée), Jean-Michel Giraud (UBP Ltd) et Geneviève de Souza (directrice de GML Fondation Joseph Lagesse). Une douzaine de journalistes ont apprécié de pouvoir, par la suite, converser avec chacun d’entre eux ainsi que le CEO de GML.
(Filed by Jean-Yvan Marechal Blast Communications)
Les directeurs généraux des filiales de GML rencontrent les médias
ARNAUD LAGESSES - CEO of GML
18 | MARKETING MAG ISSUE 10 APRIL/MAY 2014 www.marketingmag.mu
PR @WORK
Microsoft and the Nokia Devices and Services business are coming together as to deliver a family of devices and services that will delight consumers and empower businesses.
Microsoft Corp. announced it has completed its acquisition of the Nokia Devices and Services business. The acquisition has been approved by Nokia shareholders and by governmental regulatory agencies around the world. The completion of the acquisition marks the first step in bringing these two organizations together as one team.
“We welcome the Nokia Devices and Services business to our family. The mobile capabilities and assets they bring will advance our transformation,” said Microsoft CEO Satya Nadella. “Together with our partners, we remain focused on delivering innovation more rapidly in our mobile-first, cloud-first world.”
Reporting to Nadella is former Nokia President and CEO Stephen Elop, who will serve as executive vice president of the Microsoft Devices Group, overseeing an expanded devices business that includes Lumia smartphones and tablets, Nokia mobile phones, Xbox hardware, Surface, Perceptive Pixel (PPI) products, and accessories.
As part of the transaction, Microsoft will honour all existing Nokia customer warranties for existing devices, beginning April 25, 2014.
Windows Phone is the fastest-growing ecosystem in the smartphone market, and its portfolio of award-winning devices continues to expand. In the fourth
quarter of 2013, according to IDC, Windows Phone reinforced its position as a top three smartphone operating system and was the fastest-growing platform among the leading operating systems with 91% year-over-year gain. Furthermore, with the Nokia mobile phone business, Microsoft will target the affordable mobile devices market, a $50 billion annual opportunity, delivering the first mobile experience to the next billion people while introducing Microsoft services to new customers around the world.
(Filed by Blast Communications)
Microsoft officially welcomes the Nokia Devices and Services business
Recently, several major retailers introduced their own customer loyalty programme in order to retain their customers and face the growing competition among local players. Corum Mauritius is a a subsidiary of Corum International, one of the leading providers of customer loyalty programmes in East Africa. The company iprovides a cloud based platform that is currently being used by millions of loyal customers in Oceania, Europe, Asia and Africa.
Corum is making the difference by enabling business to use their platform on a “pay as you go” model, without having to invest on expensive hardware and software. The options provided by the system incorporate all aspects of customer loyalty management including gift cards and vouchers. The company also provides mobile loyalty applications to cater for the more technology savvy members.(filed by Ravind Nithoo - [email protected])
Corum International loyalty programmes specialist opens in Mauritius
www.marketingmag.mu
BRAND PANEL
Where was the brand registered first? 2009
Which sector is it in? Alcohol Beverages
Describe positioning within its sector: KGB vodka’s positioning is based on Mackaging. Quality is mandatory and KGB vodka exceeds this requirement.KGB vodka’s core differentiation is its aesthetic appeal.Its primary differentiation is its aluminium bottle.Each flavour of KGB comes with its own distinctive color.You can like or you can dislike it, but you will notice it.
What are the key brand values:• Unconventional• Curious• Avant Garde• Creative• Intriguing
What is the brand’s differentiation point? Its packaging
When was the brand launched in Mauritius? April 2009
What is the market share in Mauritius? Confidential, but enough to be proud of and still growing
Annual revenue that the brand generates? Again confidential, but KGB vodka is domestic and exported.
In how many outlets is it selling in Mauritius?Confidential, but it is present wherever it needs to be present.
In which territories/countries is it selling? Multi Regional – Indian Ocean Islands, Africa, Austral-Asia, and now Europe.
Listing of products (with short descriptions) under this brand: KGB vodka classic, KGB vodka Blackcurrant, KGB vodka Lime, KGB vodka Apple, KGB vodka Vanilla, KGB vodka Choc Mint, KGB Vodka Caramel, KGB Vodka Limited Edition.
Any awards / achievements: First local brand of vodka to be in Aluminium. First local Brand to use crowd sourcing at the core of its design. Extremely popular social media brand.
Brand manager: Deepa Manrakhan
Marketing director/manager: Jean Edgar Merle
Advertising agency: Piranha Advertising and through crowdsourcing – loads and loads of designers.
KGB VODKAby GRAYS INC. LTD
20 | MARKETING MAG ISSUE 10 APRIL/MAY 2014 www.marketingmag.mu
BRAND PANEL
MARKETING MAG ISSUE 10 APRIL/MAY 2014 | 21www.marketingmag.mu
CREATIVES @WORKAgency: Redhouse McCannClient: CAFE DE CHAMAREL
THE EMOTIONAL MOMENTS OF REBRANDING The mission: recapture the soul of a beloved household brand, Café de Chamarel. Grown on the mountains of Chamarel, haven to the 7 Coloured Earth and part of the island’s natural patrimony, Café de Chamarel has retained its handcrafted soul since 1967. Recently the brand sought to refocus, transform its brand presence while retaining its main differentiation factor among its many international competitors on-shelf.
The challenge of the brand’s refreshing exercise as entrusted to Redhouse McCann. The logo, packaging and brand idea were revisited based on consumer insight and brand vision for the future. The improved design, packaging format - now in BoPP with a valve to retain product freshness - and advertising campaign reconnected the brand to its faithful consumers and connected to potential consumers around a central human Truth: we drink coffee when we live moments full of emotion, be it sharing goodtimes with friends, one-to-one dinner with someone special, chilling out, facing up to deadlines or simply starting a challenging day. The campaign was launched across print, radio, in-store, direct and digital. A website and application for mobile were developed. Café deChamarel, in every cup is a promise of emotion.
22 | MARKETING MAG ISSUE 10 APRIL/MAY 2014 www.marketingmag.mu
CREATIVES @WORKAgency: LogosClient: Ceridian
Giant Ceridian signage in the Cybercity skylineGiant Ceridian Signage in the Cybercity skyline One of the major IT-BPO players located at the Cybercity at Ebene, Ceridian has commissioned Logos Publicity to design and place a giant logo of its company on the top roof of the main Cyber Tower building. This hoarding signage of 12 mt x 7 mt highlights this massive building
and at night dominates the Cybercity skyline. Ceridian started its activities in Mauritius in 2000 and currently employ over 700 associates with capabilities in software development, and HR & payroll service delivery to clients in UK, US and Canada. Ceridian provides HR & Payroll services to some local clients. Ceridian’s training centre provides an industry-ready talent supply.
Agency: HubwayClient: ACCA
More than 2,000 people visited the ACCA Career Fair, for which Hubway designed the artwork.
The fair was organized to promote the development of the accountancy profession by looking at the possibilities available to those with ACCA accounting skills, which are highly prized by prospective employers.
ACCA Approved Employers, ACCA Learning Partners and companies took part in the event, which was held over three days in Ebene and attracted hundreds of students and others.
MARKETING MAG ISSUE 10 APRIL/MAY 2014 | 23www.marketingmag.mu
Web WATCHA regular look at local internet marketing by Deepa Manrakhan
Digital Marketing for the traditional marketer So you used to be this Kung Fu Panda of Marketing who dishes out an amazing marketing plan, execute successfully the 300+ steps of your marketing plan(s) and gather admiration from your CEO, your CFO, your COO etc during the end of year results announcement.
You were the King of the world - and then came …DIGITAL MARKETING, and you suddenly felt like an alien trying to learn English. Chances are that if you joined the marketing world prior to 2004, your experience using digital marketing would be limited to buying banner spaces on popular websites. Well that was Web 1.0 and we are now well into Web 2.0, the social web, and we might be moving into Web 3.0, the contextual search.
Do not lose hope. If you are anything like me, and have no idea of the difference between C+ and HTLML 5, you can cross the bridge. You will not become the Father or
Mother of the next Facebook, but you will be able to drive your marketing goals using traditional marketing and digital marketing.
You will still need the help of professionals (programmers, web designers, SEO writers, or digital PR people) but at least you will understand what they are talking about, be clear on your requirements and know how drive great value out of your marketing rupee.
In the previous edition of marketingmag.mu, we looked at leading web pages in Mauritius and the metrics that made them so. But we may have put the proverbial cart before the horse. So let’s go back to what goes into the cart, your digital Medias.
Before you start designing a digital marketing strategy, it is important to know in which buckets to drop your marketing rupees.
Deepa Manrakhan is Brand Manager at Grays Inc
Digital Medias
Owned Media
Earned Media
Paid Media Display ads
Website
WOM/Buzz/Viral
PPC
mobile site
Digital PRSEO for
SERP
Possibly email marketing and mobile marketing
Client Database
Apps
24 | MARKETING MAG ISSUE 10 APRIL/MAY 2014 www.marketingmag.mu
Web WATCHA regular look at local internet marketing by Deepa Manrakhan
Digital Marketing for the Traditional Marketer There are three major buckets: Paid, Owned and Earned and each of them has the ability to influence your customers in a different way, but they all converge to some point.
Paid Medias are akin to your press, radio, TV ads. They are display advertising. Popular ones are:
Display adsYou can place banners ads on popular pages in Mauritius to access your target audience or you could also use the unavoidable Google Display Network. Google Display Network would allow you to: • create all types of ads (text, image, interactive or
video), • Place the ads on websites that are relevant to what
you are selling, • Show the ads to people who are likely to be
interested, • Manage and track and edit your budget and
campaign as you go. Read more
PPCPPC, or pay-per-click, has for a long time been associated with Google only. Google’s PPC revolves principally around keywords and closing embedded to “searching”. People click more on paid search ads, more than any other form of digital advertising, because they don’t really mind being advertised to, as long, as it is relevant. PPC on Facebook is different. You cannot use a keyword to create a campaign, but you pay to get people to engage with your posts, to get page likes, to direct clicks towards your website and so much more. And also, you can be quite selective in the criteria of your target audience. A word of caution when using FB ads: we, as marketers, have the tendency to be narcissistic and define the popularity of our brands by the number of likes we have. It is very important not to pollute your fan base and keep the recruitment to people that really care about your brand.
Email MarketingEmail marketing is very different in Mauritius. You, as a client, are paying a third party to send out mass emails to a subscribers list. The email is usually a Jpeg imbedded in the email’s body, at times with some HTML links. Hence,
the subscribers can receive emails about chicken, cars, swimming pools and so forth, so it is possible that the subscribers end up with irrelevant content that they never signed up for. Good email marketing techniques would presume that you never share a list or never buy a list and subscribers have the option to opt out of the list. In some countries, not observing the rules could earn you a fine of over US$2000 per incident (email address). At the end of the day, it’s best that you figure out a way to recruit your own database of subscribers, instead of sharing lists and ending up in the junk mail folder. You do not need a hyper- sophisticated server to send your emails; you could do it through an email service like Mailchimp for a nominal fee per month. http://mailchimp.com
This section covers some of the most common examples of what is paid media. Paid media is growing; PPC’s prices are growing as well. You can implement your campaign immediately. Paid medias can hit massive numbers of your selected target audiences if done correctly. And you, as the client, have absolute control over your campaign. However, everyone is doing the same thing as you. We have seen ads about Facial Snail Creams competing against Luxury Hotels for the same space.
Just like in traditional advertising, the responses are declining faster and faster. Brands that tend to advertise massively and in a non-relevant way will suffer from low-credibility.
In the Next Edition of marketing.mu, we will look at the Owned Medias.
MARKETING MAG ISSUE 10 APRIL/MAY 2014 | 25www.marketingmag.mu
YouTube reveals user habits to appeal to ‘older’ marketersGoogle has released research on UK YouTube users for the first time.....read more
Branding guru Wally Olins dies
The man credited with inventing concept of brand identity began his career in the early 1960s, running Ogilvy & Mather in Mumbai.. ...read more
‘Staying connected’ stays priority for majority
36% picked mobile bill payment among things they spend on, another 23 per cent net connection and surfing..read more
One & Only increases its marketing efforts in IndiaIn a bid to build strong relationships and instil trust in the Indian trade and consumers, the One & Only brand has increased its efforts to market its properties to the Indian market...read more
marketingWorLD
Harnessing big data remains an elusive proposition for marketers
There is a growing buzz around big data and the mine of information it provides about consumers, their buying behavior, preferences, social media presence and much more....read more
The Dangerous Misunderstanding of “Branding”Tjaco Walvis, Managing Partner of THEY in India; E-mail: [email protected] Twitter: @tjacowalvis“Branding” has often been seen as synonymous with advertising, logo design and packaging – the creative part of marketing. As a result, branding is often thought of as an operational and cosmetic activity....read more
Coke for all seasonsCoca-Cola began the festivities for 2014 with the ‘Reasons to Believe’ campaign that received good response from the consumers .Coke also plans to ‘De-seasonalize the Coke’, a campaign to change the general notion that soft drinks are to be enjoyed only in the summer season. In a candid interview Debabrata Mukherjee, VP-Marketing & Commercial, Coca-Cola India, spoke to Kanika Mehrotra about the success of the ‘Reasons to Believe’ campaign and the way Coke plans to execute its ‘De-seasonalize campaign’....read more
The fabric of etail is changing
Digital innovations are enabling online retailers to offer highly personalised, boutique-style services to shoppers, who like it so much they are spending more .. ...read more
26 | MARKETING MAG ISSUE 10 APRIL/MAY 2014 www.marketingmag.mu
Inside the bankruptcy and rebirth of Kodak, as told by its local marketing boss
From the shadows of bankruptcy, the iconic imaging brand is emerging as a purely B2B technology company. Kodak’s marketing head talks us through the journey of change so far, plus what’s next. When customers and employees joined Kodak’s president and chairman to ring the opening bell at the New York Stock Exchange, it symbolised the rebirth of an iconic brand.
“It’s a new year, with a new company, a new stock and a new start,” Antonio M Perez, president and CEO of the Eastman Kodak Company, said to mark the occasion....read more
CASE STUDIES‘Share a Coke’ campaign post-analysisCampaign: Share a CokeClient: Coca-ColaAgencies: Naked Communications, Ogilvy, Wunderman,
Ikon, Fuel, Urban, Momentum, One Green BeanBackground:With the world flocking to the digital space, the way we connect has started to change, and, it would seem, the more friends we gather online the fewer we see in real life. Coke needed to adapt to this changing environment and needed a campaign that would encourage people to connect with the brand both online and offline....read more
How to give a monster briefEarlier this year, I was speaking to a marketer who had just called an open pitch.In the short few minutes asking for details on the pitch, this marketer clearly seemed to check all the boxes on how to give a monster brief.Here’s how the conversation went: ......read more
Nokia bids farewell, renames to Microsoft MobileFinish mobile brand Nokia Oyj will be dropping its iconic
name this month in light of Microsoft’s acquisition of the company. A leaked letter acquired by Nokiapoweruser which was sent to Nokia’s suppliers said that the mobile brand will now have a new name: Microsoft Mobile Oy.......read more
How India Could Change Retail Marketing As We Know It By Simon Hay, global CEO of Dunnhumby.What would we see if mass retail were reinvented from scratch in a market immersed in digital and mobile technology, and full of brilliant minds focused on data analysis? We’re about to find out.
India, bursting with scientific and analytical talent, is in a seminal stage of transformation. Major marketers have announced significant investments in the region, including PepsiCo PEP +1.84%’s $5.5 billion and The Coca-Cola KO +0.05% Company’s $5 billion. Just this week, H&M announced they’re spending $115 million to open 50 outlets across the country....read more
Diageo pins hopes on 6-point marketing plan after sales dipDiageo has underlined the importance of the success of
its six-point global marketing plan to drive efficiencies in areas such as media spend after sales in its latest quarter were knocked by tough conditions in its emerging market ......read more
MARKETING MAG ISSUE 10 APRIL/MAY 2014 | 27www.marketingmag.mu
MARKETING MIND
(Part 2)As a marketer, you have tackled the four pillars of marketing for your business:1. Product – Defining the type of products you will sell2. Pricing – Determining the price that will sustain and
develop your operations3. Place - Developing avenues where to position your
products4. Promotion - Exploiting communication vehicles to
engage the customers
And at the heart of those 4Ps are the customers. How well do you know them?
You have probably done market segmentation of your targeted customers in terms of geographic (location), demographic (age, gender, education, income, religion, race, occupation and so on) and psychographic (lifestyle, values, personality traits) to identify and satisfy the needs of your target market. You may even have invested in acquiring market insights to help you develop and strengthen your marketing strategies. However, we live in a highly competitive market where your competitors are always on the alert on how to gain more customers and convert your customers into their customers. How can you raise your game?
It is crucial to understand what motivates your targeted customer to buy your products. You need to understand how your customers buy your products. You might know why they buy your products but it is the HOW that will enable you to better understand the relationship your customers have with your products. This insight will help you make better decisions in developing and deepening this relationship. A satisfied customer will not only stay but also bring in more customers!
Here are a few questions that you need to ask yourself:• Who make(s) the decision to buy the product?
• Who influence(s) the decision to buy the product? What are the specific needs of each of the influencers in relation to the product?
• How is the purchase decision made? • Where do the customers look for or buy the
product?• When do the customers buy the product?• What social factors might influence the purchase
decision?• Are there other factors that might influence the
purchase decision?• How do the customers view the products?
The above questions are a start to go beyond your understanding of your customers’ need to buy your product. The answers to the questions will give you a better insight on how you can influence your customers even before there is a need recognition to buy your product (pre-purchase) and allow you to make strategic decisions how to optimize the positive experience your customers have with your products at all points of contacts (before, during and after purchase).
You will be able to better tailor your message, use the right channel to communicate, focus on things that the customers most value and most important of all, you will be able to make the customers feel that you understand and value them and you are really talking and connecting to them. After all, the customer is KING!
It pays to be in tune with customers
Darlene Lam lectures marketing at the University of Mauritius, is an active director on several Mauritian companies and one of the experts of Hatchings Ltd.
28 | MARKETING MAG ISSUE 10 APRIL/MAY 2014 www.marketingmag.mu
Three quick ways to mitigate brand implosion
It is virtually impossible to look at any magazine or watch a media outlet without witnessing an individual or company in the middle of brand implosion. As of late, I have opted for a life sans TV in an attempt to exit the freeway before the building is ripped to shreds. That said, I completely understand the voyeuristic appeal of watching these events.
The implosion of one’s brand can be caused by a variety of different factors (changing demands, lack of customer focus, etc.) However, in my opinion, most of these brands implode for one reason and one alone: Comfortability!
In the beginning, the brand-building process requires enormous creativity, tireless work, and a laser-like focus of your customer’s wants and desires. After that painstaking process is complete, companies usually can lay claim to a certain degree of brand recognition, replete with loyalty.
Unfortunately, some companies then fall victim to an entitlement mentality that clouds their ability to properly assess situations. It is almost as if they feel the customers are theirs for life no matter what. Feels somewhat nefarious in nature, doesn’t it? That is exactly the point: Consumers want to feel appreciated, as well as heard, at all times.
Here is a quick, no-fail guide to stop your brand from imploding:
1) Remain proactive: Never become reactive. I can always tell when a brand is reacting versus being proactive, when they are following trends and not setting them. Strong brands lead the way. First to market is not
just fancy terminology but a business strategy to assure the “first” bird keeps the worm. Companies should always ask themselves, “what’s next?”, in an attempt to continue to push the envelope of creativity. This helps mitigate companies becoming stagnant.
2) Take accountability: Counter to what might might be thought, individuals and companies would be much better off without ego. It is human to make mistakes; most consumers can forgive of a few of them and just want them addressed and corrected in an expedient fashion. The mistake that most make is the lack of authenticity in the resolution and ignorance of the root cause. Further, they tend to be myopic in scope, lacking the robust macro-focus that is often needed. Small issues usually have larger issues that must be addressed quickly to move forward.
Example: Exxon takes full responsiibility for oilspill.
3) Reposition: The process of repositioning can only take place if steps 1 and 2 are completed, results dissected and fixed quickly. Companies that lead want a healthy dose of feedback in order to stay ahead of the curve. They welcome it. The feedback is not seen as criticism or a reprimand but an opportunity for growth and utilised as such. The degree to which a company ascends to brand dominance and has sustainability depends on it.
Example: Burger King claims to have changed its name to Fries King.
The common theme is courage to: act, understand & lead!
Sidney EvansFounder, BRANDsimplicityglobal
about.me/sidneyevans/www.linkedin.com/in/sydllc/
Twitter: @sydincSkype: sydinc
Based in Miami & New York (USA), Sidney is a specialist in Brand Development & Strategy helping
companies & individuals to clearly define "who they are".
EXPERTS @WORK
MARKETING MAG ISSUE 10 APRIL/MAY 2014 | 29www.marketingmag.mu
Steven TulmanVice President of Strategy and Business Development ICM Consulting & Media CorporationSales & Marketing Strategist, Investor, Leadership & Business Coach, Author, Public Speaker. Defining success by helping companies grow their business.
With over 10 years of experience of building and leading both inside and outside sales divisions, Steven understands what it takes to build, lead, and manage a successful sales division.
Steven believes, more than any other single factor, a company’s success is determined by the quality of its leadership. Since most organizations live and die by the performance of their sales and marketing departments, he believes that it is crucial that companies have the right management and leadership in place to ensure that they meet and surpass their financial growth targets.
His vast experience with startups and large organizations arms him with the knowledge and tools necessary to build and develop successful sales and marketing departments from the ground up, take existing mediocre or under performing teams and transform them into high performers that surpass their targets, and take existing departments that are good and make them even better.
How to Convert Leads Into Buying Customers - The 9 Step Sales Process EVERYONE Should Use
1. Prospecting Stage
2. Pre-Qualification Stage
3. Intro Call & Needs Discovery
Stage
4. Presenting Your Solutions
Stage
5. Proposal Presentation Stage
6. Negotiation & Review Stage
7. Final Decision & Contract
Approval Stage
8. Funds Collected & Solution
Implementation Stage
9. Customer Onboarding,
Engagement, Experience Stage
EXPERTS @WORK
30 | MARKETING MAG ISSUE 10 APRIL/MAY 2014 www.marketingmag.mu
I recently gave two presentations to MBA and BBA students at the Schulich School of Business in Toronto on the topics of Sales and Entrepreneurship. I shared with them the sales process that I find most effective when converting prospects into paying customers, and the feedback I received was tremendous. After the presentations, students came up to me one by one asking if I could elaborate on each milestone of the process.
Organisations spend a ton of money on driving qualified traffic to their websites and on converting them into inbound leads. It’s methodical to the point that almost every pixel on their website, and every keyword they advertise, plays a specific role in generating more and more quality leads. The same attention to detail is often missing when it comes to the follow-up process once a lead is sent to a salesperson. This is often done ad hoc, without planning, and it’s time to take the same methodical approach on the sales side of things and start generating more revenue for your business.
So in this issue of marketingmag.mu, I’m going to share with you the 9-Step Sales Process that I follow in which the completion of each step brings you closer to closing the deal. Each issue hereafter I will elaborate on one of the milestones of the process and answer any questions that you may have.
1. Prospecting Stage: Determine who your target demographic is, how to target them, and what are the buying centres you need to reach out to.
2. Pre-Qualification Stage: Confirm ability to make decisions, determine budget constraints, explore the need and understand their timeline.
3. Intro Call & Needs Discovery Stage: Build trust, outline your agenda, share valuable industry insights, bring value to the customer, and tailor the presentation to your customer’s needs. Discuss the company’s background and current situation, explore challenges, discuss negative implications of not overcoming challenges, discover positive outcomes of solving challenges today.
4. Presenting Your Solutions Stage: Demonstrate the features, explain the benefits relating to the customer, and discuss the improvements that could occur to their overall business and career if they use your solution to address their challenges.
5. Proposal Presentation Stage: Double-check all spelling, grammar and calculations. Include all promises made and review with your prospect before sending to the final version.
6. Negotiation & Review Stage: Get feedback from your prospect and work through any issues, objections, or delays that may arise. Determine timeline for procurement and suggest that you present to the final decisionmaker or committee if their approval is still required.
7. Final Decision & Contract Approval Stage: Understand the key elements on which decisions are based, how to approach committees and decisionmakers and how to handle objections.Don’t celebrate yet; it may not be a done-deal. Learn what can go wrong and how to address it.
8. Funds Collected & Solution Implementation Stage: First payment is collected, and the work begins. The sale is considered closed at this time.
9. Customer Onboarding, Engagement, Experience Stage: What to do now to ensure continued success and customer loyalty?
9 Steps really isn’t much when you consider the fact that several of those steps are usually grouped together. For example, an inbound lead takes care of the prospecting step. Then all you need to do is call the lead back to qualify them and book a meeting. During the presentation stage, depending on the nature of your product or service, you could combine steps 3 (Intro Call & Needs Discovery Stage) and 4 (Solution Presentation Stage), in most cases and in shorter more transactional sales cycles you can even throw in milestones 5 through 8.
How to Convert Leads Into Buying Customers - The 9 Step Sales Process
EXPERTS @WORK
MARKETING MAG ISSUE 10 APRIL/MAY 2014 | 31www.marketingmag.mu
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A member of Taylor Nelson Sofres
1st floor, Ebene Skies, Ébène, Mauritiust +230 202 0055e [email protected]
Based on research, we identify action plans which help our client to build growth strategies such as improvement of customers loyalty and purchase, attract new clients, promote new products and services and conquer new markets.
Keeping you Focused on the Right Target
Market Intelligence
32 | MARKETING MAG ISSUE 10 APRIL/MAY 2014 www.marketingmag.mu
