Regardless of what you do, always remember that product or service promotion is essential for achieving business success. Without it, many people would not even know that you, as a brand, even exist.
Since we have gone through setting a quality basis for developing a brand strategy https://www.jovanasvetozarevic.com/2024/04/02/brend-strategija-da-li-svi-znamo-sta-je-to/, the famous question follows – how to promote products or services and achieve maximum visibility?
Here’s how I saw it in the case of a young IT company, which has developed their own career center and is planning an aggressive break into Serbian market.
From my point of view, the added value of above mentioned company is the existence of career center itself; therefore I considered it necessary to strengthen the recognition of the company in this area as well, not only in the provision of IT services. It is quite rare that a small company that is doing very well in the field of information technology in a neighboring country, also has a place where people can requalify into one of the IT professions or that young people can join while still in high school and be educated in this field in parallel with their formal education.
Furthermore, I observed raising awareness of their brand through B2C and B2B activities:
- Use the potential and already acquired reputation of the company and create a serious and consistent promotional campaign, first on social networks with content that will target the most profitable group of clients,
- When we talk about social networks, each of them must have customized content – eg. Linkedin is closer to B2B relations, Facebook and Instagram to younger generations, Youtube to both, etc.
- The quality of the content is also of great importance. It must precisely target the specific group, answer the questions and respond to needs. Whether it is about online content (blog post, social networks, podcast) or live promotional events, everything must exude originality and freshness, a recognizable promo visual identity and also offer enough information about the benefits that can be achieved through education in above mentioned career center.
- Observing the work of their career center, I clearly saw the potential in the group of high school students, because it is possible to follow their entire development path – from the initial career test (that should show professional field the person is talented for), through access to the center and all the way to later cooperation during studies. The time that high school students and later university students spend in the center can be used to expand and strengthen the network. In addition, it is possible to monitor and report on the development path of the students at the same time – through blog posts, podcasts, interviews on social networks.
- The importance of OOH campaigns should not be overlooked either. It doesn’t matter if it’s about billboards, bus advertising or a well-designed guerilla campaign. Realization of OOH campaign in strategically important places; bus advertising only in the case of necessity to raise the company’s brand recognition
- As an additional promotional tool, the creation of a quality email campaign and newsletter that will enable clients to keep up to date with news and offers.
- Not to end the relation with the client by closing the deal, leave room for feedback and suggestions for improvement, try to meet custom’s requirements with post sales support.
- Increase visibility not only virtually, but also by putting emphasis on live events – get involved in the community by attending and organizing thematic events, which can further be used to present the portfolio.
- Apart from live events, occasional organization of meet ups that would connect domestic stakeholders (among them potential clients) and representatives of foreign companies that this company supports, all for the sake of exchanging experiences.
- Presentation of business to potential clients in 30 seconds through the so-called elevator pitch – to market it as an integral part of the offer, etc.
So, we have a long road ahead of us with many challenges, but we have no doubt that, in the end, it will still be successful.
