Art of Marketing

It is very hard to sell if you have not done good in marketing. Marketing in commercial term means promoting the products or services to wider range of target group. Once people acquitted with the brand name, then it will make the selling easier. It is logical as I might not be that adventurous to try out new products or services if i have no idea or knowledge about them. It is matter of confident and who and what I know. If I have known that the reputation of a developer is good in delivering quality houses, then I might be more than willing to pay the premium or with less questions asked.

When it comes to public sector, marketing or equate to lobbying is important before asking others to buy your ideas. For officers to sell their idea of some projects, they first have to create some conducive environment or need for it. For example, if you are asking budget for a car, then it is necessary to tell others you need the vehicle to fulfill your scope of services or else the performance will be servery affected. However, it is not sufficient for that, perhaps creating a scenario of urgency is required. For example, to showcase and communicate with the decision makers that every step has been taken properly to deliver the service but unable to do so due to the lack of vehicle. To me, this is marketing in place.

I will be getting a hybrid car next year for official use after little deliberation in a budget meeting recently. While many questioned about the need of having new vehicle for the whole organisation, none has objected to purchasing a hybrid car for my Unit. This is unusual as this will be the first time that any local councils in Malaysia is buying hybrid car and secondly it is also strict scrutinise for purchasing new vehicles unless critically required. I presume marketing has a part to play in the whole process. As Secretariat, my Unit has been actively promoting the concept of green low carbon city of Petaling Jaya. Various innovative and high impact programmes were carried out over the last few months. These include the rebate scheme for environmental friendly house owners, Environmental Hero Award, Car Free Day, declaring the engine off zone and etc. The stakeholders saw the positive result of such initiative. Perhaps it implants into the mind of decision makers for going green and do-able of my Unit. Hence, the request for buying a green vehicle is granted.

For public programmes or initiatives to be implemented effectively, especially in pushing for the acceptance of other stakeholders, I believe combination of a good marketing plan and selling strategies are important. The Local Council has to be creative and innovative. Social marketing which incorporates long term engagement and two way communication with the stakeholders in this respect is important.