Discover, Learn and Innovate
D
o we ask enough questions? Do we have enough information? Asking questions is the main ingredient of our learning process. Asking questions opens new doors, gives exposure, and lets you think about things you haven’t thought about before. It makes you explore new dimensions and show potential options.
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Abdallah El Demery Assistant Editor
Omnia MohiEldin Marketing Executive
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All the great inventions started with simple questions, when answered, they enlightened the world. Asking the right questions will definitely bring you new options and possibilities. How many times you thought: Why didn’t I think about that before? Why didn’t I see that before? Simply because we didn’t ask enough questions, or maybe we did but not the right ones. This magazine started by a simple question.. I wanted to write about marketing so I asked myself: Where can I write? Is there a marketing publication I can write in? Why not establish one? Then I did, you have it in your hands, isn’t it brilliant? So ask, ask the right questions, ask enough, until you find the answer. In this issue of The Marketing Magazine you’ll find new interesting topics and yet more to come. Your feedback is highly appreciated, for any tips or ideas, please email me: abdallah@marnomics.com Enjoy!
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Table of Content INTEGRATED MARKETING COMMUNICATIONS 8,9 Integrating Marketing communications stems from its ability to direct all the marketing efforts in one way to get the maximum potential output and the highest Return on Investment an organization can achieve from its marketing.
THE AGE OF BIG IDEAS 10 Companies now are moving from a company built on ‘creative excellence’ to a company that is focused on ‘content excellence’. This is the company’s way of acknowledging that it no longer controls what is being said about its brands.
10 REASONS TO UPDATE YOUR WEBSITE 16,17
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Just like anything in life, knowing what you want to use your website to accomplish will help you figure out how you want it to look. Nowadays people use the Internet for so many things. A website for a company is no exception.
DO YOU OFFER VALUE OR JUST ANOTHER PRICE 18,19 A proposal is only as good as the brief taken in the client meeting. Being receptive to the client, listening to what is important to them and hearing their story is the only place to start.
ADVERTISING DO’S AND DONT’S (Cont.) 20,21 What you should and shouldn’t do when it
HOW TO EXTEND YOUR PRODUCT LIFE comes to advertising. CYCLE 11
As that life cycle nears an end, the company must decide what to do: retire the product altogether or GOT YOUR UPGRADE 22,23 extend the life cycle of the product through a numTraining is crucial for organizational development ber of strategies. and success. An employee will become more efficient and productive if he is trained well.
HOW TO GET BREAKTHROUGH IDEAS 12,13 What sparks innovation? People. What sparks people? Inspired ideas that meet a need -- whether expressed or unexpressed -- ideas with enough mojo to rally sustained support.
COMING UP NEXT ISSUE MARKETING COMMUNICATION STRATEGIES MARKETING IN A DIGITAL WORLD
SUCCESSFUL MARKETING CAMPAIGNS 14,15 Marketing campaigns are usually very expensive endeavors, often representing hard-won money that must be used effectively. Pressure to create a winning strategy can be enormous.
CO-CREATION ENGAGING HEART AND MIND
Marketing Consultancy What it takes to get it right the first time
IN HOUSE VS. AGENCY KEY RULES FOR SUCCESSFUL CONTENT SOSTAC
Achieving your marketing and sales objectives and business development needs defines your future.. Make sure you consult the best.
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printing in many different ways. We can take full responsibility for creating your print materials. From simple jobs to extremely complex ones, we have produced and overseen thousands of print projects, all with personal attention and close client collaboration.
Annual Reports Brochures View Books Magazines Newsletters Sales Incentives Banners Posters Corporate ID Stationery Packages Pocket Folders Catalogs All aspects of envelopes Security Printing
Security Printing: Defining the essentials of why you need it
Security printing is the field of printing industry that involves in the printing of secure valuable documents that requires sensitive attention and protection against forgeries. Such documents come as Certificates of different types, Solutions for brand name protection, Securities (bonds, shares), Certificates and licenses Coupons, Vouchers, Event Tickets and Contract documents. Also security printing is used in the banking sector for securing Bank Cheques and pharmaceutical packaging as well. The main purpose of security printing is to protect customer’s valuable documents from being forged and counterfeited by means of technical and intricate methods. There are various types of security features that have great impact on fighting counterfeiting which became such a serious and growing problem now-a-days. Those features are incorporated in security printing to produce a highly secured document or product. Some of those features are: Watermarks Security design using hidden and latent images, guilloches, micro text, etc… Special paper with visible and invisible colored fibers Using special security inks in different levels in the printing process Hologram hot stamping foil which is one of the highest security levels Numbering One of the success stories for protecting brands is Mercedes Benz Egypt who started securing relative vehicle registration certificates of sold cars since 2008. Mercedes Benz from since very early realized that security printing is a top priority.
Mohamed Abdel Azeem 449 ElSoudan St, Mohandessien , Cairo Tel.& fax : (+2) 02 33442276 E-mail : info@prohouse-printing.com Web Site: www.prohouse-printing.com
CEO-Prohouse (Printing-Consulting)
INTEGRATED MARKETING COMMUNICATIONS
I
WHAT IS IT ALL ABOUT?
ntegrating Marketing communicationsadvertising with its different forms, sales promotion, public relations, exhibitions, and direct marketing- assure that the message that the advertiser is sending is harmonious and consistent, unlike having different activities sending different messages; for example: the message from advertising is different than the one from PR. Not only that, but also the key visual triggers such as colors, design, form and tag line used in advertising should be employed in the other promotional tools.
advertising agencies to adopt such a notion of Integrating Marketing Communications and be able to execute all the promotion tools and techniques together efficiently.
The importance of Integrating Marketing communications stems from its ability to direct all the marketing efforts in one way to get the maximum potential output and the highest Return on Investment an organization can achieve from its marketing. When the target audiences become more fragmented, it is more difficult to communicate with them in a meaningful way. For marketing communications to be successful, the marketing plan must be prepared suitably in terms of objectives, target market, and what is expected from each activity for budget allocation.
The notion of Integrated Marketing Communications helps achieve the promotional campaign objectives in a way that the potential consumer is exposed to the marketing communication channels wherever he goes. For example when he opens the TV, he finds the advertisement he saw in the newspaper that he reads, in the underground, on the radio, or on the Internet, they all have the same message.
A couple of years ago, advertising agencies were specialized in only one activity, such as an agency specialized in advertising, another one for PR, and another for direct marketing to name a few. With each working separately, each activity was sending a different message from the other, leading to inconsistency of the message that the advertiser wanted to send. This then stimulated the need for a comprehensive approach towards marketing communication, which enforced the
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The integrated marketing communications has proved to be a concept of marketing communications that recognizes added value in a program that integrates a variety of strategic disciplines- e.g. sales promotions, advertising, and public relations- and combines these disciplines providing a clear, consistent and maximum communications impact.
Having all of them sending the same message, even if the potential customer isn’t in the state of buying at that time, when he thinks about buying a certain product, he will remember this advertised product before any other, facilitating the buying decision as people now don’t have time to search for a long time. These communication channels can also be used as a two-way communication between the advertiser and the customer, benefiting both parties; the advertiser enabling a real time feedback about the product or service to maintain the customer lifetime value, and for the customer to have his needs and inquiries fulfilled. themarketingmag.com
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HOW TO EXTEND YOUR PRODUCT LIFE CYCLE?
C
ompanies and their marketing professionals keep a close eye on the life cycle of a product. In other words, when a company releases a new product, they do so knowing that the product will undergo a certain life cycle. As that life cycle nears an end, the company must decide what to do: retire the product altogether or extend the life cycle of the product through a number of strategies. Among these strategies are new approaches to packaging and featuring the product, different pricing strategies for the product, re-branding techniques for the product, and expanding the market for the product to an audience abroad.
Re-Packaging
THE AGE OF BIG IDEAS.. IS IT OVER?
F
or some time now I have been expounding the virtues of brands becoming far more data-centric in their approach to marketing and communications. The marketing world is going through a rapid transformation driven by the mainstream adoption of social media. In turn, this transformation is changing the way that companies are viewing their role in communications. Companies now are moving from a company built on ‘creative excellence’ to a company that is focused on ‘content excellence’. This is the company’s way of acknowledging that it no longer controls what is being said about its brands. Yet this is an opportunity to be seized with both hands. This move to ‘content excellence’ is the way that all brands should be thinking about marketing in the coming years. And it applies to both B2B and B2C companies. No matter what you are selling, the consumers of your messages are people, and people need to be engaged at an emotional and intellectual level. From a social media perspec-
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tive, try to avoid thinking Facebook is for B2C and LinkedIn is for B2B. The participants on those two platforms simply need to have the story about your brand expressed differently. Every contact point with a customer should tell an emotional story. The other point is that data needs to be at the core of marketing strategy. It needs to fuel the creative brief. Marketing is now about collaboration, personalization, telling stories and developing relationships. This can only be achieved at a very high level by collecting and utilizing data. And social media gives us unprecedented access to data. This future marketing direction is telling us is that marketing is going to be much less about ‘the one big idea’ and much more about lots of ideas, many conversations and constant activity. This is a good thing. For far too long brands have been asked to invest heavily on a single big idea, while this has worked some of the time it is very risky. It’s kind of like being asked to bet all of your money on one horse. themarketingmag.com
Re-packaging provides a way for the company to give a mature product a new image, particularly if the product’s previous image has limited its target audience. Fresh packaging can draw in a new part of the market by tapping into that market’s visual preferences. For example, a laundry detergent company might decide to repackage a brand of detergent that the company has been selling for decades. A laundry detergent that was popular in the 1950s, though, is now going to be associated with a younger generation’s grandparents. So, re-packaging the product for the younger generation, thereby letting the young people know that this isn’t their grandmother’s detergent can reach out to and reel in that new audience.
Discounting
Designing a new pricing strategy does not have to be a short-term option for a mature product. In some cases, re-pricing the product by discounting it can reach out to a target market that has typically seen the product as being just out of reach. For instance, the laundry detergent manufacturer might decide that it needs to make the product available to a certain price demographic. By lowering the price of the product, the manufacturer can appeal to the new market and expand sales.
Re-Branding
Re-branding a mature product can be a somewhat extreme approach to extending its life cycle, but it can also be an effective method. Re-branding results in changing not only the packaging but also the name and total appearance of the product. Returning to the example of the laundry detergent, the company might decide that the image of the product as something from the 1950s is too established. Re-branding the product would mean giving the product a fresh new name and overall image, and thus reaching out to a different audience that will extend the life cycle of the product. Re-branding can even involve developing television spots that reflect on the previous name and image, and show how those are no longer relevant.
Expanding Abroad
In some cases, a product life cycle can only go so far in one place. Expanding the product abroad to reach out to a completely untapped market can extend the product life cycle on a different level. Expanding abroad can be costly, because the product has to be introduced completely in a new market, but if the move is effective the company can bring in profits that give the product new life.
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IDEAS?
HOW TO GET BREAKTHROUGH There’s a lot of talk these days about the importance of innovation. Innovation is the competitive edge. What sparks innovation? People. What sparks people? Inspired ideas that meet a need -whether expressed or unexpressed -- ideas with enough mojo to rally sustained support. Is there anything a person can do -beyond caffeine, corporate pep talks- to quicken the appearance of breakthrough ideas? YES! IMMERSE
Breakthrough ideas have a curious habit of showing up at odd times. And because they do, we’re not always ready to receive them. To complicate matters, chances are good that when they do show up, we are multi-tasking -checking email microwaving dinner. Not exactly the pre-conditions for breakthrough. The alternative? Immersion -the act of becoming completely involved or absorbed in something engrossed, enthralled, or preoccupied. If you want to radically increase your odds of originating breakthrough ideas, you will need to immerse. Look at your calendar. Block out some time to focus on the development of your most inspired idea or venture. Unplug! Incubate! Hatch! Immerse!
MAKE NEW CONNECTIONS
True creativity rarely happens in a vacuum. On the contrary it is the product of two or more variables connecting in a new way. It happens all of the time in nature. Water, for example, is really just the connection between hydrogen and oxygen.
It happens in the human realm as well. Roller blading is nothing more than the connection between ice skating and roller skating. MTV? Nothing more than the connection between music and television. The originators of these breakthrough products didn’t pull rabbits out of hats. All they did was see a new, intriguing (and potentially commercial) connection between already existing elements. Why don’t more of us make these kinds of connections? Because we usually stay within the confines of what we already know. We live in a box of our own creation -- whether that box is defined by our nationality, profession, concepts, cubicle, or astrological sign. The more we are willing to get out of this box, the more likely it will be that powerful new connections will reveal themselves to us -uncommon linkages between this, that, and the other thing- kind. Make three parallel lists of ten words. The first list? Nouns. The second list? Verbs. The third list? Adjectives. Then look for intriguing new connections between them. By Mitch Ditkoff
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M
arketing campaigns are usually very expensive endeavors, often representing hard-won money that must be used effectively. Pressure to create a winning strategy can be enormous. The bad news is that this is not the time to play it safe. The good news is that you can minimize the risk and dramatically increase your chance of success by following this simple rule:
A successful marketing campaign must have three essential ingredients: • Excitement • News • A compelling call to action
These days we are busier than ever, with little time to spare. We’re tired. We’re focused on the minute-to-minute. We’re dealing with logistics, and noise, and traffic. It takes a carefully crafted campaign to make us pay attention to one marketing message versus thousands of others that assault us in the car, while watching television, shopping, surfing the net, skimming a magazine, and listening to the radio. When selling anything to anybody, anywhere in the world, always ask yourself, “Does my ad, brochure, billboard, window display, radio spot- create excitement, generate real news, and provide a reason to STOP everything right now and order the product or service?” Fundamentally, the job of the marketing professional is to excite the potential buyers, to get them to pay attention to his product or service message and not the other guy’s. Most marketing campaigns fail badly in the excitement category, and do even worse in the creation of a compelling call to action.
The whole point of any advertisement is to be NOTICED and get a RESPONSE.
Most people believe that advertising should be solely to launch a new product or service, build brand awareness, and generate leads. There is nothing wrong with these objectives, but by themselves they present an incomplete picture.
There are six essential reasons to advertise, some of which are not obvious. Motivate your troops
Advertising has enormous potential to excite employees and if done well will make them feel proud of the company and themselves. New ads should be prereviewed internally at various employee gatherings. this will create a buzz and employees will then talk the campaign up with family and friends. Give each employee a schedule of what the ads are appearing in, and when.
SUCCESSFUL MARKETING CAMPAIGNS
Remind customers why they are customers
Customers need to be reminded what a great company you are to do business with, an idea they would never come up with on their own. By creating awareness and jogging their memory, advertising encourages existing customers to take some action. Most “new” business as a result of general advertising will come from your existing customers.
Generate new leads
Everyone wants new customers, but prospects need information. Provide a website or phone number that is very visible. Respond or tell them exactly how and where to buy from you.
Recruit great people from your competitors
You can really tell that your advertising hit the mark when competitors’ employees contact you about job opportunities and cite your advertising as the reason they did. Although they may not mention the ads, a spike in this kind of activity can often be traced to a successful ad campaign.
Earn more positive publicity
Industry reporters see your ads, too. Chances are you will be asked by many for an interview after the launch of a new campaign. Take advantage of their interest and go out of your way to be cooperative. This can be like a little book tour, with you touting the great work of your company through its advertising.
Build the brand
More awareness is always good. It is just simple. By Steve Cone
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10 REASONS TO UPDATE YOUR WEBSITE
J
ust like anything in life, knowing what you want to use your website to accomplish will help you figure out how you want it to look. Nowadays people use the Internet for so many things. A website for a company is no exception. You will need to decide if your website’s goal is to promote your bricks-and-mortar store, or is it to sell more products online? Do you want to use it to gather email addresses for your mailing list or to add a lot of new content in order to position yourself as a thought leader in your field? This will all help with decision-making. If your main goal is to sell more products online, then a lot of your focus is going to be on your online store. If it’s to position yourself as a thought leader then you are going to want a very prominent blog where you can share your ideas and viewpoints.
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What your site is supposed to do will also change who your potential audience is. You want to know who is going to be using the site so you can tailor the message to them and market to them. For example, if you decide to go with an online store that is geared toward customers who already know who you are, that is different than trying to win over customers who have never heard of you or your store. Additionally, all the graphics need to mesh with the site’s purpose. If you are promoting your bricks-and-mortar store, make sure to include pictures of that store, and directions, and a map. By knowing what your website is supposed to be doing, you can enhance the experience of your visitors, and put your money and efforts into giving them an easy site to navigate.
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10 Reasons you need to update your website
1. Your website is over 5 years old.
There are many companies sitting on the fence debating whether or not to update their website. Many companies have had damaging experiences with web developers especially in the early era of the web from 1997-2008. Many website developers were holding peoples websites hostage. Whatever your reason is, you need to realize things have changed. Web design prices have gone down, back-ends or content management systems are easy to manage on your own and mobile is now king. Here is a list of 10 reasons to update your website. You know how much a redesign can re-energize, renew customer’s thoughts on your brand and can bring in plenty of new business. Some of the reasons below are personal to the owner and some or vital to doing business.
3. Your website was built with over 50% flash.
2. You can’t view your website on your smart phone. 4. Your photos were scanned in from the early 2000’s or the 90’s. 5. You have no access to your website; only your web designer can update it. 6. You’re not ranking well on search engines. 7. Your site has grown and grown and now it’s difficult to use or find content. 8. You have no social component to your website. 9. If you want to change how you manage or update your website. 10. If you’re sick of looking at your own website or you know in your guts your website is hurting your business.
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A good sales proposal demonstrates real value, a quote just offers a price.
P
reparing a proposal is a critical part of the sales process. However, many sales people loathe producing proposals and consider it a chore believing they don’t get maximum value or return from their efforts. This leads to quoting prices or at worst just a ‘find and replace’ to change the client company name, we all deserve better – sales people and clients included. So what is the best way to produce a winning sales proposal? Ask good questions and take detailed notes in the client meeting.
DO YOU OFFER VALUE OR JUST ANOTHER PRICE? 18
It’s all in the preparation. A proposal is only as good as the brief taken in the client meeting. Being receptive to the client, listening to what is important to them and hearing their story is the only place to start. Asking clear questions which get to the heart of the client or prospects’ issues, priorities or needs is critical. Taking detailed notes is essential. As best I can I write down the exact words used by my client – no interpretation here. This means to capture their thoughts, their ideas, their tone which when presented back to the client in a proposal shows them I have really listened to them which is validating and very powerful. These notes allow you to really see what your client’s situation is currently which then allows you to look at what you can do to address their priorities with your offering. I find that after a client meeting or at the end of the day I type up my client meeting notes while they are fresh and clear on paper and in my mind. This means that I do not have to rely upon my memory alone. A key part of this process is really listening when you ask a question. And taking notes makes you a better listener. Manage expectations, verify your understanding, and establish clear intentions Verifying your understanding of what your client wants and needs before you leave the meeting as well as stating your intentions. Communicating what you are going to do in terms of timeliness, proposal preparation, getting back to them, etc is very important. Your client or prospect needs to know what you are going to do and by when. themarketingmag.com
Put the client first, always
Put your clients’ needs and priorities first. Opening up your proposal with a section that outlines your understanding of your client’s needs or priorities is critical. It validates the client and answers the following questions: Do you see me? Do you hear me? Does what I say matter to you? Too many times sales people put their company first making it all about them not about the client, leaving the client feeling disengaged. When preparing your proposal categorize your client findings into three key sections: 1) the client’s current situation or circumstances, 2) the issues or opportunities they want to address, and 3) their priorities moving forward and results they want to see. This section needs to go first in your proposal. Only then can you put in place your offering which now should be in context of your client priorities and requirements.
Demonstrate value, don’t quote a price
A good proposal demonstrates value; a quote just offers a price. Off the back of stating your client’s priorities and needs upfront you then structure your proposal so that it shows the client how you will address their priorities and needs in a manner that will help them see the value and results they will receive and achieve by working with you. Everything must connect and link back to your client. You are not just quoting a price – it will mean absolutely nothing to the client if they cannot see themselves benefiting from your offer.
Never talk someone through a proposal
Communications experts say you should never present your proposal in person to a client or prospect. The reason being is that you create a cognitive overload for the person(s) concerned. Looking at the proposal (visual processing) and at the same having to listen to you speaking (auditory processing) doesn’t work and only leads to people being distracted and confused. Therefore it should always be sent ahead for the person intended to read and absorb without you being present. This gives them time to go through the content in context of their priorities, understand your offering, agree with it or not, care about it enough to take action to do something with it. Then you follow up to discuss further. These are just a few tips we have found make the selling and buying process more effective.
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DO make the best use of headlines Headlines represent the most important and critical part of any advertising. Countless research has shown that the headline is the first thing your audience will look at, and from there decide whether to read the rest of the message or not. The headline should not only be eyecatchy, appealing and interesting but also contain the most important keywords of your core message. What are the benefits of your product? What problems does it solve? Above all; keep it short.
ADVERTISING Do’s and Dont’s (Cont.)
DON’T do nothing Especially in these challenging times, if you’re a small business, finding the cash to invest in advertising can be difficult. When times are tough, the marketing budget tends to be the first victim of any merciless cost-cutting exercise. But doing nothing can be worse. Experience and research have both shown us that companies with the discipline and stamina to continue investing in their brands come out stronger-in terms of market share and profitability-from a recession than brands that don’t.
DO pay attention to your environment
DON’T be too impatient
Check out what your competitors are doing on regular basis. What media are they using? What is their core message? How much are they spending? What is their media schedule? What creative concepts are they using to get customers’ attention? Stop, think and take notes. Use these as opportunities to learn more about your competitors. But why limit yourself to your competitive environment and industry? Go beyond into other product-market areas and the socio-economic environment. What are the major concerns of customers at the moment? Does your product or brand address any of these concerns? Are there any noticeable trends? Use this newly acquired insight as part of your advertising message. Remember, just like any other marketing tool, advertising needs to be in line with the trends of the moment. After all, you’re not simply selling a product; you’re selling its benefits.
Coming up with the right creative concept and message is tough work. It requires long hours of planning, research, trying out different executions, meetings with designers and your own staff, etc. Furthermore, advertising takes time to work and start showing the desired results. A frequently asked question is “How long do I have to wait for my advertising to work?” The answer depends on various factors including, (i) your share of voice in the market (your advertising spend vis-à-vis that of your competition); (ii) the product purchase cycle, for example, in the case of white goods advertising will take longer to produce results since people don’t buy refrigerators every day, whilst advertising for fast moving consumer goods tends to show results quicker; (iii) the current economic situation and perceived cost, etc. What is important to understand is that advertising is a long-term investment in your brands, not an unavoidable short-term expense that has to be burdened. Treat advertising as an investment rather than a cost.
DO hire a good agency If it’s important, it’s worth spending money on. A good agency will help you identify the most suitable media channels, develop the best creative concept and assist in negotiating advantageous rates with the media, thanks to their purchasing power. You can also exploit the experience they have gained over the years with your own target audience and product-market area. The increased effectiveness of your campaign, will more than compensate for the additional financial investment required.
DON’T be a copy cat Do something different, creative, and original. Just because you can’t afford the budgets of your competitors, it does not necessarily follow that your campaigns can’t be just as effective. As consumers, we are being exposed to literally hundreds of commercial messages every single day. To protect ourselves from this overload our brains have developed built-in mechanisms that allow us to filter most of these messages with the result that we literally become numb to them. If you want your message to work, don’t copy your competitors, use a completely different and innovative medium, develop creative concepts that allow you to fly over the clutter in the media. And change your execution on a regular basis so you expose your audiences to fresh messages. Most importantly, make sure that you truly understand your audience’s expectations, and deliver messages based on such knowledge.
DO make your ads compelling Unless you have money to waste make sure that each and every advert, with no distinction, has a compelling offer to make. Corporate and institutional advertising is fine if you’re a large brand with a sizeable marketing budget, but as a small business you need to make every ad pay back in spades. Whether it’s the product’s value for money or its exclusivity, ensure that your message stands out from the clutter by offering something irresistible. Each ad has to excite, generate interest and clearly state your unique selling proposition.
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GOT YOUR
UPGRADE? T
raining is the process of enhancing the skills, capabilities and knowledge of employees for doing a particular job. Training process moulds the thinking of employees and leads to quality performance of employees. It is continuous and never ending in nature.
developing leadership skills.
from leaders, subordinates, and peers. Training and Development helps in creating the healthy working environment. It helps to build good employee, relationship so that individual goals aligns with organizational goals.
Training is crucial for organizational development and success. An employee will become more efficient and productive if he is trained well.
Training and Development helps in optimizing the utilization of human resource that further helps the employee to achieve the organizational goals as well as their individual goals; it is fruitful to both employers and employees of an organization. Training and Development helps to provide an opportunity and broad structure for the development of human resources’ technical and behavioural skills in an organization. It also helps the employees in attaining personal growth.
Training is given on four basic grounds: New candidates who join an organization are given training. This training familiarizes them with the organizational mission, vision, rules and regulations and the working conditions. The existing employees are trained to refresh and enhance their knowledge. If any updations and amendments take place in technology, training is given to cope up with those changes. For instance, purchasing new equipment, changes in technique of production, computer implentation. The employees are trained about the use of new equipments and work methods. When promotion and career growth becomes important, training is given so that employees are prepared to share the responsibilities of the higher level job. They become an asset for the organization. Training and Development is important for optimum utilization and development of human resources, development of skills of employees, productivity, team spirit, organization culture, organization climate, quality, healthy workenvironment, health and safety, morale, image, profitability, organizational development, and
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Training and Development helps in increasing the job knowledge and skills of employees at each level. It helps to expand the horizons of human intellect and the overall personality of the employees. Training and Development helps in increasing the productivity of the employees helping the organization further to achieve its longterm goals. Training improves efficiency and productivity of employees. Well trained employees show both quantity and quality performance. There is less wastage of time, money and resources if employees are properly trained. Training and Development helps in inculcating the sense of team work, team spirit, and interteam collaborations. It helps in enhancing the eagerness to learn within the employees. Training and Development helps to develop and improve the organizational health culture and effectiveness. It helps in creating the learning culture within the organization. Training and Development helps building the positive perception and feeling about the organization. The employees get these feelings themarketingmag.com
Training and Development helps in improving the health and safety of the organization thus preventing obsolescence. Training and Development helps in improving the morale of the work force. Training helps the employee to get job security and job satisfaction. The more satisfied the employee is and the greater is his morale, the more he will contribute to organizational success and the lesser will be employee absenteeism and turnover. Moreover, helps in creating a better corporate image. Training and Development leads to improved profitability and more positive attitudes towards profit orientation; less supervision- A well trained employee will be well acquainted with the job and will need less of supervision. Thus, there will be less wastage of time and efforts. Training and Development aids in organizational development i.e. Organization gets more effective decision making and problem solving. It helps in understanding and carrying out organisational policies. Training and Development helps in developing leadership skills, motivation, loyalty, better attitudes, and other aspects that successful workers and managers usually display. Training and Development demonstrates a commitment to keeping employees on the cutting edge of knowledge and practice.
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Employment and Professional Development Fair
for Middle Management
RESERVE YOUR BOOTH NOW! Conrad Hotel, Cairo December 15-16, 2012 Your Career Advisor
Tel: (20-2) 3338-8220, Ext: 1514 • Direct: (20-2) 3337-3830 Fax: (20-2) 333-73779 • E-mail: fair@amcham.org.eg