I tip my hat to all of the entrepreneurs in Zimbabwe. You haven't resorted to stealing like some of your friends have, and you're out there giving a solid bash at adding your two cents (hopefully more) to the economy.
It's an average Thursday morning, your new business is still facing challenges and a couple weeks ago, you read my article on adding experience to your little money-making gig. You may have tried offering tea with honey instead of a fake cup of coffee, or putting a more attractive girl in the reception desk. Small changes to a consumer experience that will literally turn a boring "hello" into a fiery
"Please let me serve you." Don't stop tweaking that experience.
Talking of experience let us look at one that many companies use to attract new business - advertising. There has been a new advertising fad in Zimbabwe over the last 24 months. Actually there have been a few new fads; from flyers at robots, to at least three separate publications detailing what is happening in Harare.
It is amazing to see how many people will take a flyer pushed through a gap in their window only to fling it unread on the seat next to them. The advertising trend that irritates me the most though is the proliferation of small billboards along the streets.
Basically these are A0 sized adverts attached to lamp-posts, bus stops and, in fact, anything that will hold one. I have got over the aesthetic destruction of our city by billboards so that is not my concern, billboards are here to stay so get over it. Rather, my issue is that I cannot read half the information on them.
I assume that the reason for placement alongside a road is to target the driving public, but travelling at the recommended 60km/hr (or 70 along Borrowdale Road) I simply cannot read the small print on the signs. I have 20/20 vision so this is not some optical defect. It is a simple inability by both the advertiser and the company producing the billboard to appreciate human physiology. The result - wasted money as a thousand and one other commuters rush on blindly by.
I can recommend a couple of solutions. Firstly, advertising companies may want to conduct road tests on their product. Just because it looks nice in the presentation room does not mean that it can be appreciated at high speed in rush hour traffic.
Secondly, you should probably have a zero tolerance for an advertising company that produces a sub-standard product.
Stop cramming poor pixelated images, and low sized, fancy fonts into a limited space. The "Keep It Simple" principle could do with some application here.
Designers! Please inform your clients that masses of information cannot work, and point out that at the high speed, rapid intake required by the brain that the viewer can only process seven bits of information at a time.
One local supermarket chain has got this right with its polite reminders that their nearest shop is only a few metres away - a picture, a name and a direction. The message is clean and clear.
One of the problems with this form of advertising is the inability to measure its impact on potential clients. When you submit a brief to a designer to produce an advert you are looking for something to generate sales, yet most advertising companies simply produce a design and do not take responsibility for turning leads into clients. Be involved in the design process.
Take the billboard placement for an example. I have seen billboards on some random, lonely roads. Do you know the metrics for that particular location?
How many people drive past a day, at what times and what type of people are in the car? Does traffic change over the year, for example during school holidays or during winter?
These are key questions that can maximise return on investment into advertising. People at traffic lights should have more time to read an advert across the road but do they actually engage in this behaviour or are they focused on the next light change?
Should we be targeting passengers, for example placing an ice cream advert outside a school during the summer term where your visuals bombard hundreds of little children? Furthermore, shouldn't they see it as they leave the school when they are in a position to seek instant gratification of their taste buds on the way home?
Web advertising has been a classic example of how to track if advertising works. Not only can you see how many views translated into "clicks", but how many of those clients actually bought something from your website. The results can be a little scary.
Web-based advertising is now some of the cheapest in the world.
Sites like Facebook and Google have gone a little further in providing "relevant" adverts based on keywords found in your mail. Another idea is the concept of GPS advertising being touted for London buses, where the advert on the side of the bus changes to match the location of the bus within the city in order to target the appropriate audience that resides in that specific area.
GPS AD buses may not land in Zimbabwe very soon, but Google ads are at your fingertips. Borrow a credit card and try it out.
It is not that advertising does not work; it does. A five-minute endorsement of your book on the recently ended Oprah Winfrey Show could dramaticaly increase sales.
The issue is that for your business, with your budget, does the form of advertising you choose hit your target market clearly with your brand and message.
So before you run out to splurge your entire adverting budget on a 10-page supplement in a local gardening magazine stop and think a little.
Clear and comprehensive adverts include a headline, basic story, proposition, exact offer, guarantee and a call to action. Sounds like a lot but aspects can be worked creatively, for example the offer
and proposition can be told using a picture, the call to action can be a phone number or direction sign.
Anyone who has ever driven to Kariba can appreciate the simplicity of the (if occasionally slightly exaggerated) adverts along the road for worms - a simple "stop here for the best deal".
Your advert is the first step in the client experience that you are creating. It is part of the experience not just a pointer to it.
Thursday 18 August 2011
Thursday 11 August 2011
Racing Ahead
Being a "Milkshake" in the boardroom demands a belief in ones' self; Enough courage to look at the display of tea mugs, and saucers on the large mahogany table, and still feel comfortable enough to hold that straw high. When last were you a milkshake in the boardroom?
This edition zooms in on a life of a Zimbabwean who chose to pursue his individual dream, and not blend in with the average person around him.
The current young superstar who is recognised all over the globe for his insane athletic ability is Ngoni Makusha. This average boy was born in Chitungwiza and grew up without a single pair of decent shoes. His only form of footwear was a tatty pair of rafters.
On his own initiative this humble boy from Chitingwiza who was destined to live a simple life as a hustler in "Chi-Town", walked into a Zimbabwe scholarship programme for athletes and said to the head trainer. "Nothing good ever happens in my life, but I know that I can jump. Can I train?" Ngoni couldn't afford the fees much less the transport money that would take him too and from practice.
The coach of this institution saw Ngoni's raw talent and ended up supporting Ngoni with meals, a good education, as well as an intense training program that would launch Ngoni right into his destiny.
Ngoni went from having raw skill to being a refined athlete in months, and eventually received a full scholarship to Florida State University in America.
Soon after this, a gold medal from the 2006 regional Zone Six Games hung round his neck in the long jump, as well as a bronze medal in the 100-metre sprint at the All-Africa Games. It was then when his coach told him that he was going to be the next Carl Lewis.
Two months ago Ngoni ran at the National Collegiate Athletic Association. Despite a wet track and a poor start he won Gold and broke the NCAA record in the 100 meters. On July 30 2011 he came second to Asafa Powell in his first professional event in Hungary.
Ngoni is now poised to compete for Zimbabwe in the 2011 World Champs, from August 27 to the 4th of September. One thing we can learn about Ngoni Makusha is that all it takes is that one conversation to turn your gift into a calling.
"But," I hear you say, "that's one individual, not me, and I can't even run." Of course, you can't run, that is not the point of the story. You do, however, have a unique skill set and dream that, despite circumstances, is achievable.
Geographic location and lack of equipment failed to hold Ngoni back from using his unique gift to make an impact in the world; he took a chance and found a way to reach an incredible dream. No one else in Ngoni's family or community had achieved professional status in sports. He was the Milkshake in the boardroom.
Too often we lose focus when we let the environment around us become a hindrance to our dream. The way to look at it is: One day these obstacles will be the exciting part of my success story.
Mental strength to conquer the negative thoughts directed at us by close friends who "know what is best for you" as well as the doubts of your own creative mind. Picking yourself up from failure and starting all over again are hallmarks of many great entrepreneurs.
Too often we admire the end result of people's lives and forget the pain and tribulation that they started from. Perhaps you are in the middle of achieving your dream, or maybe you need to "resurrect" a stagnant dream off the shelf? Either way, take some time to refocus on the benefits and advantages of achieving this vision. Then, holding to that, look around and see where you can take the first step out of your comfort zone.
Let's have more Ngoni's . . . and better yet let's have some more coaches. Zimbabwe is full of talent and raw skill.
Men, like nails, lose their usefulness when they lose direction and begin to bend.
This edition zooms in on a life of a Zimbabwean who chose to pursue his individual dream, and not blend in with the average person around him.
The current young superstar who is recognised all over the globe for his insane athletic ability is Ngoni Makusha. This average boy was born in Chitungwiza and grew up without a single pair of decent shoes. His only form of footwear was a tatty pair of rafters.
On his own initiative this humble boy from Chitingwiza who was destined to live a simple life as a hustler in "Chi-Town", walked into a Zimbabwe scholarship programme for athletes and said to the head trainer. "Nothing good ever happens in my life, but I know that I can jump. Can I train?" Ngoni couldn't afford the fees much less the transport money that would take him too and from practice.
The coach of this institution saw Ngoni's raw talent and ended up supporting Ngoni with meals, a good education, as well as an intense training program that would launch Ngoni right into his destiny.
Ngoni went from having raw skill to being a refined athlete in months, and eventually received a full scholarship to Florida State University in America.
Soon after this, a gold medal from the 2006 regional Zone Six Games hung round his neck in the long jump, as well as a bronze medal in the 100-metre sprint at the All-Africa Games. It was then when his coach told him that he was going to be the next Carl Lewis.
Two months ago Ngoni ran at the National Collegiate Athletic Association. Despite a wet track and a poor start he won Gold and broke the NCAA record in the 100 meters. On July 30 2011 he came second to Asafa Powell in his first professional event in Hungary.
Ngoni is now poised to compete for Zimbabwe in the 2011 World Champs, from August 27 to the 4th of September. One thing we can learn about Ngoni Makusha is that all it takes is that one conversation to turn your gift into a calling.
"But," I hear you say, "that's one individual, not me, and I can't even run." Of course, you can't run, that is not the point of the story. You do, however, have a unique skill set and dream that, despite circumstances, is achievable.
Geographic location and lack of equipment failed to hold Ngoni back from using his unique gift to make an impact in the world; he took a chance and found a way to reach an incredible dream. No one else in Ngoni's family or community had achieved professional status in sports. He was the Milkshake in the boardroom.
Too often we lose focus when we let the environment around us become a hindrance to our dream. The way to look at it is: One day these obstacles will be the exciting part of my success story.
Mental strength to conquer the negative thoughts directed at us by close friends who "know what is best for you" as well as the doubts of your own creative mind. Picking yourself up from failure and starting all over again are hallmarks of many great entrepreneurs.
Too often we admire the end result of people's lives and forget the pain and tribulation that they started from. Perhaps you are in the middle of achieving your dream, or maybe you need to "resurrect" a stagnant dream off the shelf? Either way, take some time to refocus on the benefits and advantages of achieving this vision. Then, holding to that, look around and see where you can take the first step out of your comfort zone.
Let's have more Ngoni's . . . and better yet let's have some more coaches. Zimbabwe is full of talent and raw skill.
Men, like nails, lose their usefulness when they lose direction and begin to bend.
Monday 8 August 2011
The Service Experience
YOU walk into a busy restaurant and amidst the bustle you see a free seat and you carefully squeeze between laughing guests and hurrying waiters and settle down with satisfaction, ignoring the look of the well-dressed businessman you just beaten to the chair. A waiter takes your order of a cappuccino and a croissant. You settle down with anticipation as you wait for a very hot cup of java topped with that mountain of exquisite foam to arrive at your table. Five slow minutes pass before the waiter returns holding the promised cup. He dumps it unceremoniously in front of you before rushing off.
You pick up the cup and find that it's lukewarm! Not only that instead of a heap of froth, there is a tiny dot of foam floating in the sea of coffee. Bad experience?
The history of coffee goes back to the 13th century when Ethiopians discovered the energising effect of the coffee bean plant.From there the pressing of the bean spread to surrounding countries and started to create an industry. The Ethiopians did manage to extract the incredible caffeine out of each bean, but they were not able to turn it into a commodity or see the value of the black bean as a trade luxury. A company called Starbucks was born in the United States of America and took that little bean that originated in Ethiopia and not only extracted a "Buzz" out of the oils, but managed to launch a worldwide revolution of the coffee experience with over 17 000 stores in 50 countries.
At a Starbucks branch, a joyous smiling waiter that is interested in your name instantly becomes your friend. A variety of new music is always playing in the background, there is attention to clean colours and store layout, daily specials and freebies, and better yet - it's the same beautiful experience every time, no matter where you are in the world. The taste is not much different to our local brands. A bitter bean was transformed into a multimillion-dollar company because "Starbucks" focused on the experience.
Takeaway, it is no secret that the true value of something is often overlooked. Packaging the value into an experience is what will turn rocks into an engagement ring and a bean into a brand.
For young entrepreneurs out there who are creating clients and business relationships ask yourself: "What kind of experience do I bring to a middle-aged man dressed in an uncomfortable suit who cannot wait to retire?" What kind of atmosphere is in my shop? From products to store fronts, to your own personality - people want a real experience.
The movie industry in the country went from movie cinemas, straight to the very well-known "Jack Sparrow" - partly because the experience of watching a 12-month-old movie just didn't cut it.
This column is dedicated to young entrepreneurs, and young business people with dreams to create, explore and develop ideas that can play a part in assisting with the Zimbabwe's expansion.
"People will forget what you've said, forget what you've done, but they'll always remember how you made them feel." - Anonymous.
You pick up the cup and find that it's lukewarm! Not only that instead of a heap of froth, there is a tiny dot of foam floating in the sea of coffee. Bad experience?
The history of coffee goes back to the 13th century when Ethiopians discovered the energising effect of the coffee bean plant.From there the pressing of the bean spread to surrounding countries and started to create an industry. The Ethiopians did manage to extract the incredible caffeine out of each bean, but they were not able to turn it into a commodity or see the value of the black bean as a trade luxury. A company called Starbucks was born in the United States of America and took that little bean that originated in Ethiopia and not only extracted a "Buzz" out of the oils, but managed to launch a worldwide revolution of the coffee experience with over 17 000 stores in 50 countries.
At a Starbucks branch, a joyous smiling waiter that is interested in your name instantly becomes your friend. A variety of new music is always playing in the background, there is attention to clean colours and store layout, daily specials and freebies, and better yet - it's the same beautiful experience every time, no matter where you are in the world. The taste is not much different to our local brands. A bitter bean was transformed into a multimillion-dollar company because "Starbucks" focused on the experience.
Takeaway, it is no secret that the true value of something is often overlooked. Packaging the value into an experience is what will turn rocks into an engagement ring and a bean into a brand.
For young entrepreneurs out there who are creating clients and business relationships ask yourself: "What kind of experience do I bring to a middle-aged man dressed in an uncomfortable suit who cannot wait to retire?" What kind of atmosphere is in my shop? From products to store fronts, to your own personality - people want a real experience.
The movie industry in the country went from movie cinemas, straight to the very well-known "Jack Sparrow" - partly because the experience of watching a 12-month-old movie just didn't cut it.
This column is dedicated to young entrepreneurs, and young business people with dreams to create, explore and develop ideas that can play a part in assisting with the Zimbabwe's expansion.
"People will forget what you've said, forget what you've done, but they'll always remember how you made them feel." - Anonymous.
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