SMEs need to use their promotional campaign intelligently

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Bikky Khosla | 02 Sep, 2008
For small and medium sized companies (SMEs) it is very important that they use their promotional campaign budget very intelligently. Here every rupee counts and unless they are aware of their potential customers, they stand to lose out and thus may render the campaign a total loss.

I have come across several cases of companies with clients in overseas markets whose promotional campaigns did not reach their target markets' audience. After exhausting their budget, when they find that there was no change in business generation, with no enquiries or leads, they are at their wits' end. Unable to comprehend what went wrong, they then try to get to the bottom of the matter as to why their promotional campaign didn't work.

I still strongly believe that the best option for SMEs to get maximum online exposure is to become members of business to business (B2B) portals. Not only do B2B portals give the cost advantages to SMEs, they also offer features and support services that are customized for international trade and provide an efficient way to promote products directly to potential buyers.

However if SMEs feel that they would do well with an offline promotional campaign, they need to work on it meticulously. Firstly, due to geographical reasons, the same campaign may not work well in two different countries. The reasons may be manifold: difference in language, demand for a particular product, etc.

I feel it will help to hire a local professional to carry out the campaign. After shortlisting the key markets, SMEs should go ahead with their promotional campaign. Doing so will ensure maximum exposure of the campaign and will thus be a good use of one's money.