Sales & Marketing Simplified Toolkit Iraq - Zaid Sami Oct 2020 - SPARK
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This toolkit was prepared by Zaid Sami for SPARK as a part of the Iraqi SMEs COVID-19 Response under Jobs & Perspectives Programme. The Programme is funded by the Dutch Ministry of Foreign Affairs, and aims to accelerate economic development in Iraq. SPARK provides access to higher education and supports entrepreneurship development in fragile states so that young, ambitious people can lead their societies into stability and prosperity. SPARK provides a variety of full-service business and entrepreneurship programmes in Europe, the Middle East and Africa. We believe that sustainable, economic growth is essential for the alleviation of poverty. By offering private-sector development services to young people in conflict- affected regions, we believe that the potential for further conflict is significantly reduced. © 2021, SPARK All rights are reserved. No part of this publication may be reproduced, duplicated, copied, sold without express written permission of SPARK. Designed by: Rami Shabarek
Contents Country Review . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 Current challenges (Political & security) . . . . . . . . . . . . . . . . . 5 Future projection . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Sales Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 Knowing your Market . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 Product positioning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 Marketing Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 Types of Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 Marketing tactics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 Digital Marketing Tactics . . . . . . . . . . . . . . . . . . . . . . . . . . 18 Social Media Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . 18 Search Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . .23 SEO . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .23 Mobile Apps & SMS . . . . . . . . . . . . . . . . . . . . . . . . . . . . .24 Case 1 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .26 Case 2 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .27
Current challenges (Political & security) • Since Oct 2019 Anti- corruption • Under the street pressure the protesting started demanding government changed and many for employment, better life other structural changes started conditions & Infrastructure in to follow. Central and southern cities of • Although changes started to Iraq. take place still, out of state • Security deteriorated again control armed groups remains a since the war against ISIS due to concern for Iraq stability mainly out of the state control armed groups.
Current challenges (Covid continues decline 19 Pandemic) • Public sector represented by Employees salary is severally • First cases emerged in Iraq in Mid- effected and Salary Cuts & delays March 20 is Projected to take effect in Q4 • Daily cases increased rapidly in Sep averaging 4K cases daily • Government imposed full curfew Future projection several times and regulated new • Politically the current government precautions against people and is building positive trend in terms organization in Iraq including mid- state structural reforms, if this trend small businesses to minimize virus continues reforms would start in spread. infrastructure development and • Health system collapsing other vital projects in the country quickly due to lack of proper with in the coming 5 Years. development from the past • This wouldn’t happen if the government leaving the system security threats remains, this is vulnerable why part of the government • Later on The government decided commitment is to restrict the to open up with no further curfews arms with in the state, full security and Live on with the Pandemic recovery is projected in a matter of 2 years because of the Economic Impact: continuous internal and external • Many businesses slowed down/ stress. closed which they released • Ending the Covid 19 pandemic is all/part of their employees & projected to be mid-end of 2021, reducing their salaries several Vaccines and drugs are • People became more being heavily tested to find the conservative in their spending most proper solution, results are and started looking more value promising and estimates made for money offers according to these results, Iraq • Oil prices and Production also is assigned for early Vaccine declined leaving Iraq Budget in a supplies (MOH report).
Future projection (Economic recovery) Economies worldwide are eventually reaching the baseline projecting 2 types economic level of growth again. recovery after the pandemic ends: For the Iraqi economy the trend is • V Shape: A V-shaped recovery showing a U shaped recovery means that the economy where recovery could be seen bounces back quickly to its around the end of 2021 baseline before the crisis, with no hiccups along the way. • U Shape: Under this scenario, the economic damage lasts for a longer period of time before Overview Actual Q4 Q1 Q2 Q3 2021 GDP Annual Growth Rate (%) 4.40 -5 2 2 2 2 Unemployment Rate (%) 7.90 8 8.3 8.3 8.3 8.3 Inflation Rate (%) 0.00 1.3 1.5 1.7 2.1 1.5 Interest Rate (%) 4.00 4 4 4 4 4 Balance of Trade (USD Million) 41524.00 30259 30259 30259 30259 30259 Current Account to GDP (%) -1.20 -22 -14 -14 -14 -14 Government Debt to GDP (%) 48.40 55 62 62 62 62 Government Budget (% of GDP) -0.90 -22.5 -12.5 -12.5 -12.5 -12.5 Corporate Tax Rate (%) 15.00 15 15 15 15 15 Personal Income Tax Rate (%) 15.00 15 15 15 15 15
I’m a business owner, how - Minimize overall cost and can survive all of this?! spending (If avoiding a specific spend will not kill your business Main issue small businesses are then don’t spend it). facing to keep business running - Change employee’s dynamic, is limited revenue due to shift in focusing on the outcome versus consumer/costumer habits, tackling the routine. this issue is not easy specially its - Make sure you have positive ROI more related to the overall situation (Return Of Investment) for any & economic crises, but here are Investment you do. some tips to help staying alive in this - Try to learn the new sentiments volatility. and habits of your costumers - Shift the Business goals & plans and build your plans accordingly. to focus on Business continuity - Have an Online presence rather than revenue, profitability, (Less cost and better return if Market share… etc. managed properly)
Sales Strategy Knowing your Market Giving the current situation and In order to build the optimum declining economy, defining your sales plan there are several points market has never been more needs to be identified, for instance, important than now, Knowing understanding your market, the market means knowing your customers and channels, are vital to customers including demography, build your strategy. your competition and whereabouts According to that you would have they market their product and a better chance to optimize your their customer base, With a clearly product journey according to the defined target audience, it is much needs of the market, also drawing easier to determine where and how your sales process starting from to market your company. manufacturing/ sourcing your product, positioning, & delivering to end user.
Your product/ Service Customers Competition Demography (Age/ sex/ location/ Product Features Product features Income level/ Occupation/ education …etc) Psychographic (Interest/ Per- Main advantages sonality/ Attitudes/ Life style/ Pricing Behaviors… etc) Added Value for your custom- ers (Product unique features, Where do they sell? price..etc) Cost structure/ Value Chain How they sell? Promotion activities Hints & Tips: • My Own Top: Market visit, product but competition as maybe theoretical study of well. the market is very good, But • Surf the internet for data, it’s in Iraq to gain sharp insights for FREE! the best way is do it yourself, and go to the market, meet customers, meet end users and take notes, visit several regions and try to identify the differences between these regions. • Start with your customer base: If you already have a customer base even if it’s small, it would be great to gather their opinion and feedback, not only on your
Product positioning What is product positioning? - Effective product positioning considers your target audience - Product positioning is where and their needs and how your product or service fits in your product can directly and the market. It highlights all of the effectively address those needs. features that make your product - Product positioning for products unique and communicates how can be done without existing and why it’s better than other Market (product Innovation) products or solutions.
Marketing Strategy Marketing is the process of getting people interested in your company’s product or service. This happens through market research, analysis, and understanding your ideal customer’s interests. Marketing pertains to all aspects of a business, including product development, distribution methods, sales, and advertising. Types of Marketing ATL (Mass Marketing) TV/ Radio/ Billboard/ Newspaper TTL (Online Marketing) Social media/ e-mail/ PPC/ SEO/ content Marketing BTL (Individual Marketing) Trade/ sampling/ Discounts & Promotions/ Direct Selling events/ Guerilla Tactics
The very purpose of marketing is suggests, it is a mix of many tactical to make your promising customers marketing tools. The role of the aware of your products. A marketing expert is to prepare the marketing mix is the set of those right combination to bring out the factors which a company can excellent synergy between the leverage to make the consumer product and the targeted audience purchase its products. As the term Channels Price strategy Market coverage Pricing Assortment Allowances Location Discounts Inventory Transport sales promotion Features advertising Quality public relations place Prıce Branding Direct marketing Packaging Services Warranties promotıon Product Marketıng mıx
SWOT Analysis The SWOT analysis will help you It reveals your weaknesses and understand the company’s position provides a chance to reverse which will encourages ideas and them decision-making on how to build • Explore Opportunities - It helps on strengths, exploit opportunities, your to explore the opportunities minimize weaknesses and protect that lies ahead. Using this you against threats. can draft your strategic growth Benefits of SWOT: plans based on your strengths • Identify Core Strengths of your and weaknesses Organization- It provides a clear • Recognize Potential Treats - It view of your core competencies, helps you analyze possible and allows you to build on them threats to your business, and to meet your business objectives you can subsequently make • Identify Weaknesses - necessary changes to the Recognizing your company’s business policies and necessary weaknesses is one of the first actions. steps to improving your business. [what are your weaknesses?] [what do your competitors do better than you?] [what trends or conditions may positively impact you?] [what can you inprove given the current situation?] [what opportunities are available to you?] [what do other perceive as your weaknesses?] [what trends or conditions may negatively impact you?] [what are your strengths?] Weaknesses Opportunities [what are your competitors doing that may impact you?] [what do you do better than others?] [Do you have solid financial support?] [what unique capabilities and resources do you possess?] [what impact do you weaknesses have on the threats to you?] [what do other perceive as your strengths?] Strengths Threats SWOT
Marketing tactics Content Marketing PPC advertising offers marketers excellent opportunity to sell The main idea behind content products directly to searchers. marketing is creating content that It’s also great because it makes it helps inform your audience and possible to see exactly how much solve their problems. This achieves a you’re spending vs. how much few important goals: revenue your advertising efforts are • Building an audience. generating. • Establishing authority. • Driving sales. Public Relations Social Media Marketing Even in an era packed with new and flashy channels and tactics, Organic reach on popular social good old-fashioned relationship- networks is declining on popular building remains essential for platforms like Twitter and Facebook, effective marketing. PR is all but social media marketing is far about managing perceptions and from dead. It’s effective for building relationships, ensuring people think brand awareness, developing positively about your brand. community, and getting your content and products in front of Influencer Marketing new people. Why promote your products yourself Guerrilla Marketing when you can have trusted people promote them for you, That’s the This including On- Ground activities crux of influencer marketing, which using human to human interactions involves working with popular using promoters (Mall activations, people within a given niche or Outdoor activations) industry to put your products in front Advertising and Pay-Per-Click of their audiences. Have you ever seen those ads at the top of search results? Those are pay-per-click (PPC) ads,
Digital growth indicators Changes in key indicators of digital adoption Total Active social population media users +2.3% +9.8% JAN 2020 vs Mobile phone Internet JAN 2020 vs JAN 2019 connections users APR 2019 +894 +1.9 Thousand +2.6% +55% Million JAN 2020 JAN 2020 vs vs JAN 2019 JAN 2019 JAN +1.0 Million +11 Million 2020
Digital usage in Iraq as per the research from Hootsuite shows great potential, surpassing 55% growth in number of internet Users comparing to 2019, this without considering the Pandemic effect which globally increased the internet users more than average due to lockdowns and staying at home, this once again shows the importance on digital presence of any business regardless the product / service, having an online presence in today’s businesses is a must. What is Digital marketing? Digital marketing is promoting or creating brand awareness for product or service using internet and online technologies Why Digital Marketing? Reach Specific Targeting Cost Data Efficient Analysis
Traffic Social media Organic Content marketing SEO Object relational mapping E-mail marketing Analytics Data Digital marketing Classification Paid Mobile apps PPC SMS Mobile Display ads Marketing Social media E-mail marketing Digital Marketing Tactics Social Media Marketing In Iraq Social media usage is high, the latest reports from company almost having 21 Million Iraqis on they have almost 11 Million users several social media platforms in Iraq. Such penetration made it growing almost 10% comparing to inevitable for all businesses Specially last year, Most of these users are on SMEs to exist on these platforms platforms like Facebook. Youtube in addition to its physical entity, & Instagram, in addition to Instant benefits of being on Social media messaging platform like Viber & as a Business can be summarized Telegram, on Viber according to with the below:
Increase brand awareness As the content clearly focusing on the Brand making such tactics as Brand awareness Increase website traffic Social media posts and ads are key ways to drive traffic to your website. Sharing great content from your blog or website to your social channels is a great way to get readers as soon as you publish a new post. Any content that promotes for website click along with incentive (Home delivery) is considered as Website traffic tactic
Boost sales No matter what you sell, social media can help you sell it. Your social accounts are a critical part of your sales funnel—the process through which a new contact becomes a customer. Pushing sales Ads with incentive like discount, Bundle, Free delivery ... etc Is promoted to increase and boost sales Partner with influencers Word of mouth drives 20 to 50 percent of purchasing decisions. When you get people talking about your product or company on social media, you build brand awareness and credibility, and set yourself up for more sales.
Promote content Promoting your content on social channels is a great way to get your smart, well-researched content in front of new people, proving your expertise and growing your audience. Learn more about your customers Social media generates a huge amount of data about your customers in real time. You can use this information to make smarter business decisions. All of the major social networks offer analytics that provide demographic information about the people interacting with your account. This can help you tailor your strategy to better speak to your real audience.
Keep an eye on the Targeted advertising competition Social ads are an inexpensive It’s also important to know what way to promote your business and people are saying about your distribute content. They also offer competitors. powerful targeting options so you For example, tracking mentions of can reach the right audience and your competitors might reveal pain make the most of your budget. points with their products that you could reach out to address, winning new customers in the process.
Search Advertising SEO • Paid search advertising (also What is SEO? known as sponsored ads, • SEO stands for “search engine search marketing, search- optimization.” It’s the practice of engine marketing, pay-per-click increasing both the quality and marketing, and cost-per-click quantity of website traffic, as marketing) is a technique that well as exposure to your brand, displays ads in search-engine through non-paid (also known as results whenever someone “organic”) search engine results. searches for the services or • Search engines are answer products offered by the advertiser. machines. They scour billions of In this way, the ad displayed pieces of content and evaluate perfectly matches each query. thousands of factors to determine • Search advertising is very which content is most likely to effective; it is based on the explicit answer your query. need of the users, rather than just • Search engines do all of this by on implicit information about what discovering and cataloguing all they might be after. This, naturally, available content on the Internet increases the likelihood of clicks (web pages, PDFs, images, videos, and conversion. etc.) via a process known as • While the global search-engine “crawling and indexing,” and then market is currently dominated by ordering it by how well it matches Google with an 77% market share the query in a process we refer to (and growing), it is impossible to as “ranking.” ignore the audiences gathered by some of the other search runners- up: 1. Google (77.43%) 2. Baidu (8.13%) 3. Microsoft Bing (7.31%) 4. Yahoo (5.6%) 5. Ask (0.13%)
Mobile Apps & SMS • Effective mobile advertising means understanding your • Mobile marketing is a multi- mobile audience, designing channel, digital marketing content with mobile platforms strategy aimed at reaching in mind, and making strategic a target audience on their use of SMS/MMS marketing smartphones, tablets, and/ and mobile apps. or other mobile devices, via websites, email, SMS and MMS, social media, and apps. • Mobile is disrupting the way people engage with brands. Everything that can be done on a desktop computer is now available on a mobile device. From opening an email to visiting your website to reading your content, it’s all accessible through a small mobile screen. Consider: • 80% of internet users own a smartphone. • Mobile platforms, such as smartphones and tablets, host up to 60% of digital media time for users in the U.S. • Google anticipates search queries on mobile devices to surpass desktop searches by the end of 2015. • In Iraq as per the research presented earlier, Every Iraqi has at least 1 Mobile phone
Developing a Marketing Understanding the Strategy Marketing Funnel • Getting to Know Your Audience When determining actions you want First things first, companies exist to your audience to take, it’s useful serve customers. to understand how the marketing Well, figuring out exactly who those funnel works. customers are, and what problems Funnels help illustrate where they need solved, is easier said than customers are at in the buying done. process, from being unaware of a • Figuring Out What You Want product (or having a problem), to Them to Do researching different options, down Once you’ve determined who to making an actual purchase. you need to reach, the next step is figuring out what’s required to move them toward a sale. For some companies, this is simple: convincing customers to grab a product and buy it at the store. But, there may be actions you drive them toward before reaching that step (such as getting in to a mailing list or becoming a social media follower). For others (for example, service- based companies), you might want Purchase to get leads (potential customers) to place a phone call for a demo or a consultation before they commit to purchasing.
Case 1 These people try to find help using Google search & Youtube tutorials A small IT solution company that The team work on a new strategy consist of less than 10 employees with the aim to acquire new with 2 years record, economic customers and recover the revenue crises erupted that led to losing to accommodate the cost required, almost 50% of the customer base, strategy summary: the company revenue cuts to half - Utilize the team to put more time while having the expenses at the on the company Website aiming same level of serving twice the to improve its content & ranking. current base, the owner doesn’t - Create relevant Video content want to lose his employees neither that amplify a clear value the business and thinks of business proposition. continuity plan crossing the - Run 2 Digital campaigns declining times and he decides the targeting audience with interest following: near to what they provide (The - Stop all un necessary spend first campaign is search Ad on & hold all planned Hiring & Google, the Second campaign promotions Youtube Ad utilizing the video - Pick up the phone on the content they created) continued customers and ask - Both campaigns aim to increase them more about their current the traffic on their website, needs and why they still pay for Since the team also worked on the service developing the website with - Utilize the excessive time for appealing content, some of the employees to conduct a visitors contacted the company research for their target audience asking about their services, with and how can they approach in time the a percentage of the new potential costumers interested visitors converted in to After the research done some key customers & revenue started to points the team found as the below: increase again due to focusing on People who may need their services relevant customer needs. are still there and willing to pay
Case 2 - To start online learning for the technical team on content Marketing Agency that operates creation to serve restaurants & Hotels with - Utilize experienced freelancer 5 employees, working with several to help them build a marketing accounts on retainer fees model, a strategy for their services to pandemic started causing closure reach potential customers. of all accounts. - Run a targeted marketing Immediately the team researched campaign on specific channels. the market and found a rising After pushing the campaign demand in marketing video interested customers started to content in specific sector, after enquire about their services, after running a SWOT analyses and brain sometime with no conversions, storm the team decides a strategy the team pushes the campaign focusing on revenue by acquiring with special discount and start new accounts, the strategy converting customers bringing back summary: the revenue stream.
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