One should focus resources and energy on core business and where one has passion . You should not expend resources on unprofitable business that dampens your spirit
Technology is changing so fast that processes which have been very good for many years can suddenly be disrupted by new technology . You must be ready to drop the old ways and quickly adopt the new
a lot of continual effort on our part . But the overall success and appreciation of the services provided impetus to continue innovating . The introduction of audience research compounded the benefits of our service .’
When we moved into research in a big way , we had P & G , a very solid marketer with global brands , who held our hands to guide us through uncharted waters . So , with our own passion and persistence to continue improving we knew we were delivering and exceeding client expectations . Our aim was always to exceed client expectations .
We had cultivated a can do and do it right culture and as they say culture eats strategy for breakfast . Yes strategies , setting objectives , tactically adapting to changes are all important but I believe positioning and the right resilient culture is the foundation of a successful business .
Our culture was that of excellence in all we did , right from the beginning when we launched our monitoring service . We had this sign in the office that read ‘ Accurate Information Speedily ’ which was the ethos of the company and became our rallying cry and mantra . Staff understood what this meant and even when we opened offices in other countries , and without instructing anybody I would find the sign on walls wherever and whenever I visited . Culture travels . So as a founder one must be very clear what you stand for as it will morph into how things are done .
I would also stress the importance of trying to make business fun to be in and to do . And the importance of celebrating your successes . As they say nothing ‘ succeeds like success ’. In the beginning whenever we won a contract or got a new client , we would ring a bell and everyone would take a moment to pause and savour the moment .
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One should focus resources and energy on core business and where one has passion . You should not expend resources on unprofitable business that dampens your spirit
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Technology is changing so fast that processes which have been very good for many years can suddenly be disrupted by new technology . You must be ready to drop the old ways and quickly adopt the new
It injected excitement and it renewed the team ’ s energy . We worked extremely hard but never forgot to take a break and pat ourselves on the back . This kept our spirits high and fuelled our enthusiasm to deliver even better work . Teamwork is critical and celebrating success makes the team feel good , provides energy and ensures camaraderie . Those were memorable fun times , which I remember with joy and some pride .
What about competition , how do you deal with it ?
What is of paramount importance is the integrity of the product or service . Don ’ t cut corners with that . For example , it is as crucial , today as it was then , for advertising clients to know that their supplier has absolute integrity , honesty , accuracy and will never be corrupted . The other essential is to keep innovating and improving and today the monitoring process for traditional broadcast media has become very efficient with seamless data capture technology .
Pricing is very important and in the beginning we chose 3 %, for our monitoring fee , without much scientific evidence . Later when we used financial modelling it turned out to be the right and fair figure and so we stuck with it .
What perturbs you today regarding research ?
Yes . The industry has had to face a lot of challenges in recent years which with innovation it has performed well . However , when it comes to Audience Research ( AR ) I have concerns . Although the size of the Kenya industry is now over USD 1billion - that is 10 times bigger than it was in in 1997 - it is seemingly more difficult to sell Audience Research ( AR ) and get industry wide agreement between advertisers , media owners , ad agencies and media planners . This is despite the huge benefits the industry and Kenya ’ s economy would gain from the data provided .
Additionally , I believe the Kenyan Industry can and should now afford a step change in AR methodology . Technology is now available to do away with questionnaires and by using smart phones to passively collect data on TV , Radio , outdoor and the internet to which members of a robust panel are exposed . For print we may still have to ask the questions . To make this move is taking far too long . I believe advertisers must take the lead in demanding this data and the insights that will accrue .
Any parting shots ?
‘ As I said at the launch of the book , when I see that people I hired have gone out there doing great things , some taking research to greater heights or making a difference in wherever their passion has lead them , I feel proud that Steadman Group provided them with the opportunity , challenge , experience and skills to become what they are today . Many have become entrepreneurs . Entrepreneurs are vital for the achievement of Africa ’ s development goals .
The world is changing fast and there are so many opportunities , particularly in Africa . So if you have a solution to a challenge that you think may open a market , go do your research , make it unique , then go do it .’
With that challenge Roger and I parted company … until the next time .
I would highly recommend getting your hands on IN GOOD STEAD . It ’ s a fun read that chronicles Roger ’ s colourful life . And - there is a great deal to learn from it that can not be covered in an article like this . Just contact Marketing Africa and get your own copy .
Robert Wamai is a trainer and advertising consultant , a passionate consumer advocate and believer in the power of brands . You can engage him on this or related matters via email at : Wamairobert51 @ gmail . com .