showing them how to use the product one
on one, and getting their direct feedback.
The same can be extended to the kiosk
owners to understand their motivations
to stock the product. With this type of
insight, many decisions including pricing,
sales potential, and possible improvements
can be discovered.
Challenge 3: Unhealthy
Reactions to the
Competition
My final example. As an SME, you notice
that your competitor is carrying out a sales
drive with your possible sellers. In this
sales drive, they are offering free product
to the seller, for sale or use as a giveaway
to attract more customers. To get the free
product, the seller needs to purchase a
certain amount in bulk, and they jump in
for the possible profit. Upon seeing this,
you decide that if a competitor can do it,
then you can benefit from it too. So, you
put together a team of brand ambassadors,
heavily stock the seller and wait to see the
cash roll in.
Move forward three months. Sellers do
not want to stock your product, and you
are getting lots of returns. Why didn’t
your approach work, when it was working
for your competitor? Well, the competitor
may have had a more holistic plan
Before you market,
you need to research.
This does not require
a double expense,
just heightened inter-
action. Well trained
brand
champions
will understand your
product and become
passionate to drive
it forward. Engage
them right from the
research phase, and
they will drive your
brand forward and
take ownership.
that supported the one action that you
encountered.
Without knowing the why and how they
were doing their activity, it would not be
advisable to simply copy. The best way
to react to competition is to take time
to better understand the seller and the
customer. Find out what will make both
CHAMPION
YOUR BRAND
Who is your brand champion?.......
Think about it
Our comprehensive
training covers: -
•The First Impression
•Rules of Engagement
•Skills Assessment
•Project Appraisal.
Visit www.pinkafricamarketing.com or
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the seller and customer say yes to your
product and capitalise on that. If either
one of them say no, it is the end of your
activity.
To move forward requires finding out as
much information on what is happening
on ground as possible. This means before
you market, you need to research. This
does not require a double expense, just
heightened interaction. Well trained
brand champions will understand your
product and become passionate to drive
it forward. Engage them right from the
research phase, and they will drive your
brand forward and take ownership.
Marketing promotions do not need to
start at the point of selling something
to the consumer - make it a journey and
experience powerful results. Make 2020
count!
Valerie Ambetsa Siganga is the
Growth Strategist and Marketing
Consultant
at
Pink
Africa
Marketing, a Marketing Agency
that helps businesses grow. You can
commune with her on this or related
matters via email at: Valerie@
pinkafricamarketing.com.