Forum: Marketing Forum
Speaker: Mr Sanjay Arora
Marketing Forum of Vidarbha Industries Association had organized a half day workshop on the topic ‘Branding Your Professional Practice for Success’ by Mr Sanjay Arora, MD. Shells Advertising.
Mr Sanjay Arora rightly said that in today’s cutthroat competition, you either stand out or are known for something or lost in the crowd. Its tough but given the right efforts doable. He highlighted that it goes beyond just having a great academic record, knowledge and skills, it’s about perception. One needs to create a right image in the minds of its target audience and that image needs to be maintained by consistently serving them well.
Mr Sanjay emphasized that your professional brand matters. He said that your brand is your reputation. Its what you are known for and how people experience you. He explained his points by quoting local examples. He cited the example of Mayo hospital, and how it has become a power brand. He said that every professional practice is a brand and it can be nurtured. One just needs to be known in a right way, so that people can approach you.
In service sector, earlier ‘good will’ word was associated with a good brand. He mentioned that for being a good brand you just can’t be a symbol or promise. He also discussed the example of Mr. Bharat Parekh. He explained that branding helps in professional’s practice by highlighting your distinctive strength and capabilities and helps in establishing credentials, credibility and stature.
Mr Arora shared some surprising facts during the workshop: 96%of unhappy customers never complain,91% or more will not come again,13% of them will tell it to more than 20 persons. He stated that it costs 6-7 times to acquire a new customer. To explain the lifetime value of a customer, he stated example of Kirana owners, who does not look at size of transactions but looks at lifetime value of customers.
During the workshop, Mr Arora explained the client lifecycle in detail. He suggested that right from the enquiry to its execution, all touch points should be properly taken care of. While branding oneself, during brand diagnosis, positioning should be decided properly. Positioning can be done once we are aware of our Unique Selling Proposition (USP) or Unique Value Proposition (UVP).
Mr Sanjay said that for building a strong brand, Experience should be greater than expectation. One should under promise and over deliver to delight their customer. Having said that, he said that a competent and well trained staff is required to achieve this goal of building a strong brand.
Mr Sanjay also highlighted the importance of networking and public relations. He also suggested that the use of new media is of utmost importance in today’s digital era.
At the outset, Ms Shilpa Agrawal, Chairperson, VIA Marketing Forum gave the welcome address. Mr Sanjay Arora was welcomed with floral bouquet by Mr Atul Pande, President, VIA. The proceedings and introduction of speaker was done by Ms Shikha Khare, Convener and Ms Hetal Gaglani, Co-Convener VIA Marketing Forum. Also prominently seen were Mr Akash Agrawal, Chairman, Entrepreneurship Forum and CA Naresh Jakotia, Jt Secretary – VIA. This program received an overwhelming response and was attended by Doctors, Chartered Accountants, Interior designers, Lawyers, Fashion Designers in large numbers.
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