Too many South Australian companies keep their success a secret
Posted by Karen Baldwin on May 1st, 2005 at 3:25pm
It may sound like an old cliché to say that this State has plenty of “hidden†talent within its manufacturing and service industry base – but it’s true!
It is surprising the number of local firms who don’t promote their achievements, innovation or entrepreneurial skills, even though South Australia has spawned some of the country’s most imaginative and successful business ventures.
Sometimes there are good commercial reasons for modesty – such as not letting the opposition know what your company is up to, and thereby protecting market share.
However, all too often it is because a company hasn’t carefully considered the significant advantages of raising its profile through a comprehensive public relations and communications program.
A few examples of the benefits include:
• Winning new markets, locally and globally. Often, publicity and promotion can highlight your firm to a whole new client base. That has the potential to increase sales and boost your bottom line.
• Expanding existing markets. There may be potential clients within your industry sector that could purchase your product or use your services rather than those of your opposition – but they just haven’t heard of you yet.
• Increased exposure to government. A closer working relationship with the government sector can have tangible benefits, ranging from input into government concessions for expansion or facility establishment. This can benefit not only your company but your industry as a whole.
• Community recognition. A higher profile can help lift your company’s standing within the local community.
• Staff recognition. Your workforce will be able to take more pride in the company’s performance if its achievements are more broadly recognised.
• Change of image. Perhaps your company is best known for only one aspect of its business, but has other key products or services. A promotional campaign can let clients know about your expanded services.
• Business community/peer recognition. South Australia is proud of its successes, so why not let everyone know about yours?
Sometimes, lack of promotion – and therefore a low profile – can stem from not dedicating suitable budgetary resources to marketing requirements.
At other times, it may be because the firm doesn’t have a dedicated marketing professional pursuing promotional and communications opportunities.
Sometimes, marketing is simply shunted into the background because it is not well understood by management.
It is important to recognise that a well-run marketing and communications program can be cost effective. Also, you don’t have to engage a full-time marketing manager to implement a marketing plan.
As your business pursues growth it is possible to outsource the marketing and communications function. There are numerous communications and marketing firms “on tap†who can offer professional advice tailored to suit your budget.
Marketing is a core component to the expansion of any business, so it should be treated as a priority. If you don’t tell your market about all the great things your company is doing, who else is going to do it for you?
Posted in Marketing Strategy
