Guidelines for relationship building and networking – An Exploratory Focus

1. Guidelines for relationship building and networking – An Exploratory Focus Prof M Roberts-Lombard

2. SMALL & MEDIUM ENTERPRISES DEPARTMENT OF MARKETING MANAGEMENT Where good enough is simply not good enough

3. DEPARTMENT OF MARKETING MANAGEMENTWhere good enough is simply not good enough

4. SMALL & MEDIUM ENTERPRISES In a study of 76 countries SME’s contribute 64% to economy Informal economy – accounts for 26% of GDP DEPARTMENT OF MARKETING MANAGEMENT Where good enough is simply not good enough

5. WHAT IS A BRAND? Psychological construct – held in mind of those aware of: Branded product/person/organisation/ movement World of social enterprises, community based initiatives (including the co-operative movement): Management talk about “global identity” and the “what and why” of their businesess Note: Take branding far beyond the logo DEPARTMENT OF MARKETING MANAGEMENT Where good enough is simply not good enough

6. BRANDING IN THE NON-PROFIT SECTOR Branding in the social sector – inflection point New approach: Understand the strategic roles that brands can play, namely: Driving broad, long-term social goals Strengthening internal identity, cohesion and capacity DEPARTMENT OF MARKETING MANAGEMENT Where good enough is simply not good enough

7. Can Relationship Marketing assist? What is Relationship Marketing? Marketing activities that are aimed at building relationships with stakeholders to ensure trustand long-term commitment with an organisation, ensuring that the stakeholders, beneficiaries or community does not switch to another brand DEPARTMENT OF MARKETING MANAGEMENT Where good enough is simply not good enough

8. Relationship Marketing FOCUS - building relationships trust long-term commitment stakeholder retention In case of community (continued community involvement and buy in) increased profitability DEPARTMENT OF MARKETING MANAGEMENT Where good enough is simply not good enough

9. DEPARTMENT OF MARKETING MANAGEMENT Where good enough is simply not good enough

10. Relationship Marketing Reasons for using Relationship Marketing? Difficulty in attracting new funders, and investors and to strengthen the buy in of beneficiaries and the community Links with the organisations mission and objectives Stakeholders’ expectations Increase in similar organisations (e.g. HIV AIDS) DEPARTMENT OF MARKETING MANAGEMENT Where good enough is simply not good enough

11. RELATIONSHIP MARKETING • A STRONG FOCUS ON THE RETENTION OF CUSTOMERS (will remain as long as you are perceived as relevant and seen to deliver the service) • AN ORIENTATION TOWARDS STAKEHOLDER OR COMMUNITY BENEFITS • A TIME HORISON WHICH IS LONG TERM • A FOCUS ON DELIVERING A QUALITY SERVICE TO STAKEHOLDERS OR THE COMMUNITY

12. A COMMITMENT TOWARDS INDIVIDUALS OR GROUPS • A STRONG FOCUS ON COMMUNITY INVOLVEMENT • THE STIPULATION THAT QUALITY IS THE RESPONSIBILITY OF ALL EMPLOYEES WITHIN THE ORGANISATION!!!!!!!!!!!!!!!!!!

13. TRUST, ETHICS (Ask questions about broadening your focus, is it ethical?) COMMITMENT RELIABILITY KEEPING OF PROMISES UNDERSTANDING EMPATHY MUTUAL GOALS SHARED VALUES RESPECT & SINCERITY CARING & AFFECTION DEPENDABILITY TWO-WAY COMMUNICATION WARMTH, INTIMACY RESPONSIVENESS KEY FACTORS TO ENSURE THAT STRONG RELATIONSHIPS LAST

15. THE DEVELOPMENT OF A RELATIONSHIP MARKETING STRATEGY - BASIC PRINCIPLES • OPEN COMMUNICATION CHANNELS • TRUSTWORTHINESS • MAINTAIN CONTACT • THE LEVEL OF TRUST, HONESTY AND ETHICAL BEHAVIOUR THAT EXIST

16. ADVANTAGES OF A RELATIONSHIP MARKETING APPROACH TO BUSINESS PRACTICE • FUNDERS/INVESTORS OR THE PUBLIC ARE WILLING TO PAY A HIGHER PRICE FOR A PRODUCT OR SERVICE DUE TO AN INCREASED ADDED VALUE RECEIVED • THIS ADDED VALUE COULD ENCOMPASS THE EXISTENCE OF TRUST AND COMMITMENT AND THE REPUTATION OF THE SOCIAL ECONOMY ORGANISATION

17. WHAT DOES A RELATIONSHIP BUILDING APPROACH ACHIEVE?: • Superior relationships with stakeholders • Long-term sustainability • Satisfied customers • Differentiation opportunities • Increased sustainability • Providing effective sustainable service to everybody in need of the service DEPARTMENT OF MARKETING MANAGEMENT Where good enough is simply not good enough

18. METHODS USED TO BUILD RELATIONSHIPS: • Rewarding of membership • Promotional offers • Discounts • Prizes • Using the internet (eg: send emails to customers) • CRM systems • Networking (ASEN) DEPARTMENT OF MARKETING MANAGEMENT Where good enough is simply not good enough

19. NEW BRAND FOCUS FOR BRAND MANAGERS OF SOCIAL ECONOMY BUSINESSESS: • How is the brand aligned with the mission, values and strategy of the organisation? • Alignment of image and identity • What is the contribution of the brand to internal cohesion and trust? • The role of the brand in enhancing operational capacity • and driving social impact DEPARTMENT OF MARKETING MANAGEMENT Where good enough is simply not good enough

20. NEW BRAND FOCUS FOR BRAND MANAGERS OF NON-PROFIT ORGANISATIONS: • How does brand management increase commitment and pride among staff and the organisational management • High brand integrity may strengthen internal cohesion and trust among partners • Enable an organisation to do more • Translate into a greater willingness to experiment, take risks and drive innovation DEPARTMENT OF MARKETING MANAGEMENT Where good enough is simply not good enough

21. Use Networking to Build Relationships The focus of networking should be to create quality relationships with other organisations What is achieved by networking: Benchmarking Ability to compare and discuss common issues Gain economies of scale Increased access to information DEPARTMENT OF MARKETING MANAGEMENT Where good enough is simply not good enough

22. Join networking communities By joining networking communities, the organisation is able to connect with a larger group of potential partners Various networking communities include: www.bni.com (operates globally) www.networkingcommunities.com www.ecademy.com DEPARTMENT OF MARKETING MANAGEMENT Where good enough is simply not good enough

23. TIPS ON STRENGTHENING BUSINESS RELATIONSHIPS Make a list of everyone you work with, and get to know them Introduce yourself as a business owner in the social sector to other business owners and social economy business owners Treat your suppliers like honorary employees Empower your employees to act like the owner Institute a good and solid business reputation within a business community and among your peers Talk – and listen to your community and stakeholders Maintain a strong referral system DEPARTMENT OF MARKETING MANAGEMENT Where good enough is simply not good enough

24. PRINCIPLES TO CONSIDER Keep in mind that networking is about being geniune, and building trust Ask yourself what your goals are in participating in networking meetings – to pick groups that will help you with what you are looking for Visit as many groups as possible that spark your interest – Notice the tone and attitude of the group Ask open-ended questions in networking conversations – Questions that ask who, what, where, when, and how DEPARTMENT OF MARKETING MANAGEMENT Where good enough is simply not good enough

25. PRINCIPLES TO CONSIDER Become known as a powerful resourcefor others – Powerful source – people will turn to you for suggestions Have a clear understanding of what you do and why, for whom, and what makes your doing it special – or different from others Be able to articulate what you are looking for and how others may help you Follow through quickly and efficiently on referrals you are given – When people give referrals, your actions are a reflection on them DEPARTMENT OF MARKETING MANAGEMENT Where good enough is simply not good enough

26. NETWORKING TIPS – IN SUMMARY • Be prepared • Arrive early • Have a plan • Be a giver and/or Connecter • Leaver your troubles behind • Listen with focus • Be genuine • Do Teach/Don’t sell • Follow up • Follow up some more DEPARTMENT OF MARKETING MANAGEMENTWhere good enough is simply not good enough

27. THANK YOU For kindly listening and for your warm welcome.