Direct marketing listed as the top most effective mode for selling business

A recent market survey has prominently listed the mode of direct marketing as the most effortless and cost effective way of promoting services & products to the customers. The big news is, among the emerging economies, India is among the biggest markets for direct marketing with scope for other traditional & upscale marketing tools.

The economy is such that now since its flourishing & expanding, customers at home are looking for & demanding products & services at their doorstep. That’s one of the reasons online shopping has found its place in the economy. But the impact that face to face marketing creates is beyond reach. Many such factors have made the country one of the most sought after markets for direct selling business.

Traditionally with many businesses that thrive on the direct marketing mode, the plus point is that every day, the representatives promote the products to customers at their homes, offices, shopping areas and other places of contact. There is huge number of direct respondents in a direct marketing mode which makes it a sought after model. Additionally, it is a very cost effective model which doesn’t fall prey to the increasing demand for advertising and the expenses associated with it. While there are some disadvantages associated with direct selling, however, it scores more with the advantages associated with it. The biggest plus point is that you create a bigger connection or impact to persuade the customer into buying where as in the other modes, the buying process is slower & the impact created takes times to show results. Direct selling, with an organized approach can create impactful results & no matter what product or service, the direct approach will continue to enjoy the luxury due to its on-the-ground approach to customers.

Not surprising enough, direct selling has indeed been rewarded as the top most selling method as compared to other modes of selling.

Bringing Glamour & Glitz at the 16th Appco Indian Rally 2014

The dates were blocked & the stage was set for the most important event of the year for Appco Group India. The 16th Annual Indian Rally 2014 commenced on the 6th of May at the North capital city Delhi; moving to the new venue city in the south Chennai on 8th May & finally reaching to the West zone metropolitan, Mumbai on 12th May 2014. The Rally, being the most coveted event for the Appco Group, was nothing short of being glamorous & noteworthy. This time of the year, when every professional associated with the Appco Group rejoices & celebrates the spirit of victory, success and oneness will go down in our history.

Tony Fernandez, the respectful Vice President & Country Head, India brought in the Rally at the all venues with much elan & welcomed more than 2000 Appco professionals from across all regions. He was accompanied by the key people in the Group to compeer the Rally, notably, Sai Prakash Kuckian, Vice President, Appco Group; Sukesh Khanna, Organizational Head, Nirvana; Amit Baid, Organizational Head, Velocity Org; and Kishore Tarachandani, Organizational Head, Phoenix Org. Attendees at the venues made their way to a day of celebrations, recognitions & awards. We saw hoards of our established Owners, upcoming leaders, existing professionals & also the new swamp of joinees who were ready to witness the grandeur of the Rally.

The event started with a grand opening ceremony followed by the key awards for the day presented by Tony & Sai, some of which included ‘Best New Office’, ‘Rising Star Awards’ and Admin awards. The winners & the teams receiving the awards was surely a proud & momentous sight for everyone present at the Rally.  As the day progressed, the music got louder with the dance competitions where different teams including Owners, crew leaders & admins, all dancing & competing as one. The dance & music surely enticed many from the audience to take spins in the auditorium. Such was the glitz at the Rally!

What followed these fun moments were many more crucial awards for the day which included quality awards, excellence awards, promotions & likewise. The Appco Advantage video, an inspiring testimonial video shot with our professionals also became the key highlight for the day.

The Appco Indian Rally 2014 received an overwhelming response from the audience. Although the winners took it all but the Appco celebratory spirit was exuded by everyone present in the auditorium! And just as gracefully the Rally 2014 would go down in history, we gear up to another year of a celebrations & success across all the regions. Cheers to the spirit!

Appco Group India: Launching the message of Appco Advantage

 Appco Group India has been an epitome of innovation & successes & as an Organization; we thrive on the people who define us, the products we represent & our practices we adopt. As we are expanding ahead, we seek to bring together every professional who joins us & all our stakeholders on a brand platform where we can convey our message to one & all. The message that we launched at our annual RnR meeting with our delegates is the platform of opportunities- the ‘Appco Advantage’

We at Appco, as an Organization foster a culture where we build the budding minds who join us in our business and are committed to empower them with a host of benefits and opportunities in their journey to success. Every professional who joins us enjoys a platform of opportunities where we seek to empower the careers & provide them a unique chance at excelling & advancing in this fast pace economy.

The Message to everyone associated with our initiative is to BUILD.EMPOWER.ENHANCE.

With this new brand entity, we will highlight the plus points of working with us, the upper hand in their careers & the support system that we provide to our people. This is designed with an aim to bring in a pride of oneness among all our teams from different zones on a message that is clear all across to everyone.

With a message that is highlighted by our key leaders with much pride & spirit, we aim to highlight our teams & educate them on Appco Advantage & bring in their valued support collectively from different geographies. 

Appco Group India: Brand equity Or Product attribute??

An era of advertising, which we live in, has opened the doors to brand building as never before. Today a particular product is better known with its brand image or brand element more than the actual product’s attribute itself. In a market situation like this, brand equities of different products will soar and fall in a flash. What remains is the brand awareness that the consumers have in their minds which is responsible for forming its equity.

However as the brand equity increases (classic/big brands), does the real attribute of a product get sidelined due to the marketing gimmicks, image and other advertising gimmicks! As a brand matures in the market, consumers start associating the product with its brand value or brand image. It’s no surprise that a food product gets identified with prefixes like ‘instant-meal’ or catchy phrases. The whole image of the product gets in the background and what survives is the brand association- all the factors that are associated with the brand like consumer’s perception, brand image, brand loyalty to name a few. The rise and fall of many brands have been a result of these factors.  We also come across many levels of a brand’s life cycle which is quite contradicting to that product life cycle. An age old or consumer favorite brand prevails irrespective of its market-age or even competition.

However many a brands falter in their lifecycle owing to many factors like competition, newer trends, market value etc and what impacts the brand equity more than anything else is the failed perception of the brand in the eyes of the consumer. Because it is the consumer ultimately who builds and collapses the brand equity in the market. In the long run, as far as the hype surrounding brand equity is concerned, it is up to the strategists to turn the tide towards the consumers and associate the product to their perceptions and preferences.

It can be fairly concluded that firms should revolve their strategies and focus around the brand and its association with the consumer for it serve as an effective medium to capture the consumer’s mind by recognizing the necessities and demands and recalling of the brand through various initiatives.

“A brand is as mature in the market as it is in the consumer’s mind”

Appco Group India: Strategize your Brand Awareness

A brand is what holds the most important aspect when it comes to advertising a particular product. All that the product advertises culminates as the brand image. Hence it becomes extremely important to form the brand’s pathway in the market and amidst many strategies that work and those that don’t, one thing is clear, companies would need to create an aggressive brand building atmosphere putting consumer as the king and the various strategies as the pawn.

Some of the leading ways to form brand strategies are as below:

·        Know your product well before understanding its brand value:

o   Always understand the positives of the product, the attributes which can form the foundation for its brand image

·        Know your consumers well:

o   You cannot sell a product to the wrong audience. That’s a kill-situation for a brand. Understand the audience well and closely. Segregate them and understand the current buying patterns of the target audience. This is one of the areas where firms lose the focus.

·        Choose the right marketing channels and tools:

o   Decide on the budget and choose the marketing mode which will directly link your product to the target consumer and your awareness could be more appealing and visible to the target.

o   Rely on the current marketing tools to provide a good reach to the target consumers.

·        Engage the audience:

o   Engage your audience through the various marketing initiatives that can build a positive outcome for your brand.

·        Keep a tab on the competition:

o   Always keep an eye on the competition and the competitors activities. There may be an opportunity you can pounce on.

All in all, we can conclude by understanding the fact that a through product, consumer, market and advertising analysis would ensure a brands stands upto its promise.

Appco Group India: Role of Strategy in Business

For large and small business, Strategic innovation is the need of the hour! The pressures on the strategic front has off late increased and expanded to an extent that growth is being associated with the outcomes of planning. Earlier companies put emphasis on the short term goals and objectives to meet the business targets. This ideology, in today’s demanding ecosystem, doesn’t fit enough and why? The reason behind many business failures today has been a lack of vision and the proper direction to execute the same.

Take the example of product launches. The automobile sector in India is the perfect example of businesses struggling to make a blockbuster impact on the consumer. In India, on an average, 3 different models of the same company are launched in a year. Yet how many of them succeed in registering sales. The lack of vision and future sustainability is the result of such poor strategic direction. The real essence of Strategic planning comes with a blend of innovation, operational planning, directional planning, growth forecast and risk/crisis management. Many a times, due to growing market competition and change in market trends, some of the aspects of traditional strategic planning gets lost. In the wake of budding entrepreneurial environment and unplanned acquisitions and mergers, the company objectives fail to get conveyed to the expanded team. This creates a huge gap in understanding the real motive of having a strategy in business planning. FMCG/consumer goods industry has been a classic example where the throat-cut competition has generated some great products and equally led to the failure of the classic age-old brands.

The mantra for successful strategic planning comes from having a clear understanding of the business plan and defining the objective clearly to the managers and the consumers. And a clear and crisp understanding of the objectives comes from strong research and analysis. And it is no surprise that companies are now investing in research and business intelligence to tap the potentials the market has to offer.

Positively the downside of the current falling economy is the advent of many opportunities that companies can tap into and create long lasting impact on the market.

‘Real strategy comes from an insightful research that has tapped the untamed potentials of the market’

Appco Group India: Leading ways to form Sales Strategies

While there are many definitions, strategy usually refers to organizational processes involving the determination of goals and the means to attain those goals. This entails the marriage of two factors- external factors relating to the environment and industry, as well as internal factors, such as capabilities, values, motivation and trust.

The most effective sales strategy opens the door in a direction where the professionals achieve their targets with minimum risks. Industry leaders have listed out many such approaches to sales strategies which can be the ultimate solution to trigger hard hitting sales.

1.   Determine your target: Never underestimate the potential of target audience especially in sales. Analyze the demographics and be always clear about the target. Once you have determined your target, create a list of the same and calculate the potential of the target group. This will form the basis of your research.
2. Determine your mode: Once you are clear of your target, now is the time to determine the mode of approaching the target; be it cold calling, direct marketing, networking, promotions or a mix of approaches.
3. Know your questions: Always prepare yourselves for the sales appointment/meeting with the client or prospects. Always pre determine what would be the winning questions that you can question the prospects so that they are attracted or triggered to buy. Always understand- Preparation is the key.
4. Build relationships: Once you engage with the prospect, try to build a relationship with them. Don’t go overboard yet try to mingle more with an interesting conversation and make your product/service the centre of your conversation. Be a pitch initiator.
5. Monitor your sales performance: This is one of the critical steps that the professionals miss out. Always self monitor and correct yourself from each failure and analyze an alternative solution. Take a look at the previous month’s sales and measure your growth. This will help as a motivating factor too.
6. Small motivations: Always motivate yourself and your team through the general small motivational factor that you may come across in daily life. Seek motivation in the one deal that worked rather than the 5 pitches that didn’t. Ultimately your hard work will be defined by the number of deals acquired, not the deals that didn’t work.

And the most important point is REPEAT. Repeat this process and cultivate it in your strategizing activities. Adopting it over and over again will not only bring in good numbers but will also enhance the strategic abilities in an individual.