• About Us
  • Write for Us
  • Paid Content Solutions
  • Contact Us
ExpertHub
  • HOME
  • LAUNCH
  • BUSINESS
  • LEADERSHIP
  • MONEY
  • SUCCESS
  • NEWS
    • All
    • Company Posts
    • ExpertHub Today
    Transunion Global Capability Centres Boom

    Global Capability Centres Boom As They Move Up The Value Chain

    Global Tech companies

    Global Tech Companies Are Turning To South Africa For Media And Marketing Expertise

    Innovation Summit

    Innovation Summit 2021 Showcases SA’s Top Tech Entrepreneurs

    Three customer experience strategies you’re missing-23Sep21

    Three Customer Experience Strategies You’re Missing

    Embracing digital 1st world, SMBs confid. to thrive-23Sep21

    Embracing A Digital-First World, SMBs Can Have The Confidence To Thrive

    SAB Foundation Calling All Entrepreneurs Tholoana Entps. Prog.

    Applications for SAB Foundation Are Now Open

    Trending Tags

    • About Us
      • Write for Us
      • Paid Content Services
      • Contact Us
    No Result
    View All Result
    • HOME
    • LAUNCH
    • BUSINESS
    • LEADERSHIP
    • MONEY
    • SUCCESS
    • NEWS
      • All
      • Company Posts
      • ExpertHub Today
      Transunion Global Capability Centres Boom

      Global Capability Centres Boom As They Move Up The Value Chain

      Global Tech companies

      Global Tech Companies Are Turning To South Africa For Media And Marketing Expertise

      Innovation Summit

      Innovation Summit 2021 Showcases SA’s Top Tech Entrepreneurs

      Three customer experience strategies you’re missing-23Sep21

      Three Customer Experience Strategies You’re Missing

      Embracing digital 1st world, SMBs confid. to thrive-23Sep21

      Embracing A Digital-First World, SMBs Can Have The Confidence To Thrive

      SAB Foundation Calling All Entrepreneurs Tholoana Entps. Prog.

      Applications for SAB Foundation Are Now Open

      Trending Tags

      • About Us
        • Write for Us
        • Paid Content Services
        • Contact Us
      No Result
      View All Result
      ExpertHub
      No Result
      View All Result
      Home BUSINESS Marketing Marketing Tactics

      Marketing In A Diverse Culture

      Monique Verduyn by Monique Verduyn
      Apr 19, 2010
      in Marketing Tactics
      9
      Marketing In A Diverse Culture
      Share on FacebookShare on TwitterShare on LinkedIn

      RelatedTopics

      Startup Content Marketing: 3 Things To Do Right Now

      Effective Video Strategies For Your Online Store

      Importance of Having A Marketing Calendar

      When should you embark on a marketing campaign?

      A company should be marketing when there is either an opportunity or a challenge – which means all the time. An opportunity may be a new market or product. A challenge may be a new competitor. Marketing need not be a multimillion rand campaign, but could be as small as a direct mail drive or branded vehicle. A marketing culture should be pervasive throughout the organisation – from the way the receptionist answers the phone to the way sales people do cold calls.

      What is your advice to executives who don’t have big budgets?

      Think out of the box. When I started Chillibush I used those small tin buckets, filled them with chillies, put personalised notes on them and dropped them off at key potential clients. Also, make sure you really know who you are talking to and be certain that you understand these people. Segmenting your target market and talking to it appropriately will reduce wastage of marketing spend in the long run.

      How do you set marketing objectives?

      They are the “to do’s” which you want to achieve. Keep them simple and measureable. Establish a benchmark when you set your objectives so you have something to measure against. Make the objectives challenging but realistic. I aimed to have my first employee within six months; a friend of mine who started his business at the same time was convinced he would have a team of ten within four – his business didn’t make it. Include some fun goals.

      How much should you spend on your marketing?

      You can ask your agency to tell you how much it would cost to achieve the objectives. Or you can allocate a percentage of turnover to marketing. This may vary from 3% to 6% depending on the product. The problem is that in tough times when turnover is down, marketing is also forced to cut back when it’s needed the most. Another way is to apply an inflationary increase to existing budgets, year-on-year.

      How do you identify your target market?

      Start by breaking your target market down according to Living Standards Measures, but don’t use LSM in isolation because it has flaws. Look at gender, location, education level, lifestyle and literacy too, for example. I strongly recommend not dividing your market according to race as our society is changing and we are inclined to apply our prejudices when we talk to one race or another.

      What information should be included in a marketing brief?

      The single most important piece of information for the creative brief is to identify the unique selling proposition (USP).
      Is there something that your organisation does that is unique to you? I am talking about cheapest, fastest, biggest, smallest. If there truly is no differentiator, you need to sit with your creative team to find other ways of establishing your offering.

      • Title: From Witblits to Vuvuzelas
      • Author: Dale Hefer
      • Publisher: Oshun Books
      Monique Verduyn

      Monique Verduyn

      Monique Verduyn is a freelance writer. She has more than 12 years’ experience in writing for the corporate, SME, IT and entertainment sectors, and has interviewed many of South Africa’s most prominent business leaders and thinkers. Find her on Google+.

      Quick Links

      • Business Plan Advice
      • Business Plan Format Guide
      • Business Plan Format
      • Sample Business Plans

      NEWSLETTER SIGN-UP

      Sign-up for Weekly ExpertHub Updates

      * indicates required




      EXPERT INSIGHTS

      Startup Content Marketing: 3 Things To Do Right Now

      Startup Content Marketing: 3 Things To Do Right Now

      by Frank Hamilton

      Content marketing has become so popular that brands both big and small eagerly use it in almost every marketing campaign....

      Work Life Balance - Morning Mindset Practices

      Morning Mindset Practices Are Key To Maintaining Balance

      by Sheila Vaske

      Work / Life balance is a huge topic these days, and one that really needs some attention. I hear it...

      Must-Have Mindset for Business and Leadership Success

      Must-Have Mindset For Business and Leadership Success

      by Laura Di Franco

      Business and leadership success start with a discipline of mindset moves, including having fun with your fear.

      Improve Customer experience

      7 Methods Merchants Can Use To Transform the Customer Experience

      by Frank Hamilton

      How You Can Transform Your Customer Experience And Why It Is Important

      • HOME
      • LAUNCH
      • BUSINESS
      • LEADERSHIP
      • MONEY
      • SUCCESS
      • NEWS
      • About Us
        • Write for Us
        • Paid Content Services
        • Contact Us
      • About Us
      • Write for Us
      • Paid Content Services
      • Contact Us
      • Terms & Conditions
      • Data Privacy Policy
      • Privacy Policy
      • Sitemap

      Copyright © 2022 ExpertHub.info
      Revenue Growth Experts

      No Result
      View All Result
      • HOME
      • LAUNCH
      • BUSINESS
      • LEADERSHIP
      • MONEY
      • SUCCESS
      • NEWS
      • About Us
        • Write for Us
        • Paid Content Services
        • Contact Us

      Copyright © 2022 ExpertHub.info
      Revenue Growth Experts

      Login to your account below

      Forgotten Password?

      Fill the forms bellow to register

      All fields are required. Log In

      Retrieve your password

      Please enter your username or email address to reset your password.

      Log In