The Importance of Marketing
If you travel to Norway, one of the first things you will see on arrival at the airport is a series of adverts. In this respect, airports in Norway are no different from those in other countries. But look closely and you will see that many of the adverts are from the leading mobile operators in the country – Telenor, Network Norway, Dipper and so on – promoting their mobile office and virtual PBX services for enterprise and SME customers.
Pick up a magazine in your hotel and you will see many of these adverts again. Open any of the daily papers, national and local, and you will see adverts from the leading mobile providers, promoting their special services and packages for business customers. Adverts can even be found on the back of the seats on local airlines. Each of the players invests heavily in advertising their services. Millions of Euros (NOK equivalent…) are spent annually on marketing such services.
What’s different is the focus. Instead of consumer-orientated offers, you will see that they are, instead, focusing on business customers. Of course many travellers are business users: Norwegians are engaged in a huge amount of international business and need to travel widely. But that’s no different from many other countries.
The point here is that the operators, each with their own unique offer for business telephony and mobility services, are doing their best to attract attention, using public platforms and in locations and channels that reach a significant audience.
They are doing this for several reasons. Apart from the obvious fact that there is high footfall in locations such as airports and railway stations and that business users are likely to frequent them as well as reading publications that are widely available, there’s something rather interesting going on.
First, operators in Norway have recognised that business users are not all the same. There is considerable segmentation within the marketplace and they want to deliver offers that meet the needs of each. They’ve invested in understanding market structure and demands.
Some operators have built an offer for the micro-enterprise, others for the SME market and others for MNCs. Some address all segments but with different offers. The point is that they have recognised this, addressed it and are actively targeting them through classical channels – but these channels pay off because the adverts are focused on the needs of particular users.
Secondly, operators in Norway in general have learnt that the needs of smaller businesses haven’t been catered for in the past and that they represent huge untapped potential – more than sufficient to justify the huge advertising campaigns they are running.
Other operators around the world can learn from this. They can recognise that there is huge latent potential in the marketplace that is not being addressed sufficiently by one-size-fits-all offers. Business users are different and have different requirements. But, they have money and want to spend it on services that enhance their businesses.
The Norwegian experience shows how that can be achieved, supported by first strategic marketing and analysis to really understand the needs of the market, the opportunity and to define an offer - and then backed up with classical marketing communications tactics to ensure the messages and offers reaches the broadest possible audience.
Why not learn more from Norway? Talk to Gintel and see how we can help share this experience and create a strong proposition for business users of all kinds and how our customers have spread the word.