Keeping an eye on your advertising effectiveness

Slowly but surely, majority of businesses now understand the importance of marketing. Even the businesses with minimum resources are aware of the concept and significance of marketing. But there’s one thing that still goes without being noticed by many of them, that is advertising effectiveness. Many businesses have no idea on how to measure the success of their marketing campaigns. As a result, they keep running advertisements and marketing campaigns without really knowing if it is effectively working or not. Keeping a check on your advertising effectiveness is very important, or you may be wasting your resources on something useless, without even knowing it. On the other hand, measuring the accomplishment of your advertisement or marketing initiative is not as simple as measuring the increase in sales or inquiries.

How do we know if a commercial is effective or not?

A commercial that turns out to be extremely popular, doesn’t guarantee to be effective. For the reason, that the effectiveness of a commercial can be judged by evaluating its achievements and not by the hilarity in it. Therefore, if a commercial or any other marketing material that was meant to bring in more customers or to build a strong brand image is not effective unless there’s a positive change in the number of enquiries or the brand awareness. In fact, sometimes the storyline gets so interesting that it overrides the intended message in customer’s minds.

Setting objectives:

It is very important to jot down goals or objectives before initiating a marketing campaign. Most of the time, advertisement is targeted at generating sales but other equally important targets could be customer loyalty, product awareness, persuading customers or brand recognition. When setting objectives, make sure these are unambiguous and measurable, especially if you are delegating the project to some outside company.


Evaluating effectiveness:

Many companies test their ads or infomercials on a sample group of targeted customers to see the reaction. For small businesses that may not be possible but you can get the help from your family members or friends and ask for their opinion, the earlier you spot an ineffective medium, the better. If, after spending plenty of time and resources the end result is not impressive, don't waste more resources in distributing, publishing or making it public. Getting the accurate feedback is the key to constructive evaluation. Also, if you are trying to asses on the basis of increase in sales or revenue, don't rush into the process as soon as the commercial goes on air; you need to give it some time to develop.

Source:
UK Wholesalers

International payments - Some commonly used methods for International Export

When trying to setup an export business (especially one that's intended to be operating at small scale), one has to make some vital decisions. One of them is deciding on a method for collecting payments from an overseas party. Ideally, as an exporter you'd like to collect payment in advance, but advance payments are hard to obtain in international market (in fact it's the same with local markets as well). Unless you have some large, internationally reputable business, you can't expect your seller to trust you with advance payment. But you don't need to worry; there are some other alternatives, though not as secure as advance payments, still reasonably safe. Let's take into account some regularly used ones.

Letter of Credit (LOC):

This is the most widely used and the most recommended method for international export. The biggest advantage of choosing "letter of credit" as your payment method is that it provides security to both buyer and seller; therefore it is equally acceptable for both parties. When all details are finalized between the buyer and seller; the buyer contacts his/her bank and asks for the issuance of "letter of credit". The buyer's bank sends out the LOC to seller's bank. Once the seller is notified, he/she will dispatch the items to the address provided by the buyer. The shipping documents are sent to the buyer's bank via seller's bank. Buyer then make payment to his/her bank, which is transferred to the seller's bank in due time.

Open Account:

Completely opposite to "advance payments" and advisable only if the buyer is extremely trustworthy, open account method allows buyer to pay after he/she has received the products. While at first it may sound like "a risk too big to take", the method is quite common when you are dealing with large established businesses as your buyers, because of their trustworthiness and business history. Still, the method is risky and not practical for exporters who are just starting, for example if the buyer defaults with the payment, you are left in dire straits, especially if you fail to provide sufficient documented proofs in the foreign court.

Document against Payment:

Safer than "open account" but still reasonably risky mode of payment, in this method the goods are shipped by seller, but the buyer can only take the possession when he/she has agreed to the obligation of paying the seller. Two types of collecting documents are normally used, known as "document on payment" and "document on acceptance".

There are some other mediums as well, like credit cards or online payments but those are normally used to make small payments.

Source:
UK Wholesalers

International Export Packaging – A checklist

In international export, it may take several days, even weeks before the products reach to the customer, after being dispatched by exporters. Being an exporter, it's your responsibility to package all exporting items in a way that your customers will acquire them in excellent condition. Apart from protection; packaging is also used for marketing (labels & logos) or information (guidelines for consumers) purposes. Exporting products are vulnerable against physical shocks, crushing, climate change, mishandling, etc and the packaging should be able to safeguard them against all these hazards. Though the packaging standards differ with the countries and products, there are some minimum requirements that you need to take care of.

Packaging Box and Tapes:

Usually cardboard boxes are used when packaging for shipment. Always use firm boxes with proper flaps; extra padding (or cushioning) is compulsory for breakable items. Size of the box should be according to the product size, not too small (that you have to forcefully stuff all items inside) and not too large (that the goods can move around and clash with each other). Use separate wrapping for each item. If the products are of fragile nature, you can use wooden box for extra protection. Use standard tapes instead of normal household tapes, special tapes for packaging purpose are easily available. Extra safety measures are needed when you are exporting "food" items.

Addressing & Labeling:

Recipient address should be clearly mentioned, also the sender address where the products will return in case they don't reach the addressee. Also, mention the recipient contact number to ensure the delivery. Your business or brand logos on the package can be used for marketing and promotional objectives. Sometimes attractive packaging is used as a competitor advantage. You can also use the packaging to communicate with the customers about the other products or services you are offering. If the products are fragile or breakable, you can state these characteristics outside the box and give instructions for careful handling.

When exporting to developed countries, be sure to obtain knowledge about the acceptable packaging standards in that country. You can also refer to ISO standards in these cases. It's better to have a clear idea of all the possible hazards that the products can face before they will reach their destination. Remember the main motives of packaging that includes physical protection, quality preservation, storage convenience, marketing and product information. Adopting world-class standards is vital when doing international export, not only your product but your packaging should be of export quality in order to stand out.

Source:
UK Wholesalers

Implications of the "Incoterms" in international import & export

Communication is crucial in international import & export, where both buyers and sellers are located a long way away, there’s every chance of misunderstanding in the interpretation of various terms used in contracts and agreements. These confusions and misapprehensions can cost one or both parties, dearly. What sounds pretty simple and straight-forward to a buyer sitting in United States, could turn out to be a perplexing one for the seller in China.

This problem continued to exist and resulted in many mix-ups and losses until the International Chamber of Commerce set down “Incoterms”, which is a set of 13 terms, referred as

1. EX-Works
2. FOB (Free On Board)
3. FCA (Free Carrier)
4. FAS (Free Alongside Ship)
5. CFR (Cost and Freight)
6. CIF (Cost, Insurance & Freight)
7. CPT (Carriage Paid to)
8. CIP (Carriage and Insurance Paid to)
9. DAF (Delivered at Frontier)
10. DES (Delivered Ex Ship)
11. DEQ (Delivered Ex Quay)
12. DDU (Delivered Duty Unpaid)
13. DDP (Delivered Duty Paid)

Businesses can choose any of these 13 terms according to their own needs and requirements. For example, "Ex-works" inflict the minimum liability for seller; on the other hand "Delivered Duty Paid" makes it obligatory for the seller to arrange for almost everything including export duty expenses, loading and unloading expenses, landing charges, transportation, insurance and custom clearance. Incoterms are not applicable to all aspects of trade, however they do standardize most of the terms used in international trade. For example, they spell out the terms of delivery in detail, and establish the responsibilities for buyers and sellers as to who will bear the expenses of insurance, clearance or various other taxes. Another important implication of "Incoterms" is the reduction (or removal) of uncertainty about the transfer of risk.

As an exporter or importer, you need to spend some time on understanding each of these 13 "Incoterms" and their explanations given on the official website of "International Chamber of Commerce". Each of them is an agreement in essence, with predetermined terms and condition, for that reason each of them has got different advantages and disadvantages. After a careful study, maybe you can underline the best ones and then stress on using that particular Incoterms when getting into an agreement with some buyer or seller. Incoterms are acknowledged all over the world (by courts, governments, etc); therefore a good comprehension of all of these terms is a must for all international exporters. Remember, ICC keep making minor changes (not very often though), it's important to keep a track of these modifications.

Source:
UK Wholesalers

How to deal with employee's high turnover rate

Turnover rate is the ratio of employees leaving the company (or some specific industry) in a given period. A company or industry has high turnover rate when the workers of that company tend to ditch their jobs more often than the employees of other companies (in the same industry). Some industries and jobs have high turnover rates because of the nature of work, however if your company has a high turnover rate than your competitor and you are not able to sustain your employees with you, there maybe something wrong with your policies. In case you don’t pay attention, not only you will be loosing your good employees to your competitors, your business will also suffer from high costs of attracting, recruiting and training the new staff.

Atmosphere and working conditions:

At certain workplaces, you will feel the tense atmosphere as soon as you put your feet in, reason can be strict management or unrealistic targets. Being a manager, it is necessary to maintain some discipline but some managers overdo it by importing rules straight from the books of military. For many individuals (especially fresh graduates) it becomes really hard to adjust in this kind of atmosphere.

Working conditions are linked with health related issues. Light, ventilation, air conditioning, heating systems and safety measures are some of the basic requisites. Sometimes, improving your high turnover can be as simple as loosening up some rules or dealing with some unhealthy environment issues.

Salary & Growth Opportunities:

Excessive work, no incentives and low salaries, these are all grounds for a high turnover rate. Employees are here to earn, and their morale is directly related to their income. If you are expecting them to give their 100 %, you should be giving back in form of good enough salaries. Your salary packages should be competitive if not the best in market. A good salary package will make up for many other factors, but if the salaries are low from the market standards, nothing can hold the employees for long. Similarly, motivating employees by providing growth opportunities is also necessary.

Choosing the right candidate and the nature of the work:

If your recruitment and hiring process is flawed, you are destined to have a high turnover. Many small businesses, in a hurry to fill out vacant positions, hire some unskilled individuals, thinking that he/she will learn the traits with the passage of time. Such hiring is nothing but wastage of time, both for employee and employer. The interviewee should have complete knowledge of the skills required for some particular job, and the successful candidate must be having most of them, if not all.

Sometimes the reason for high turnover is the nature of work, for example the jobs that require night shifts or excessive late sittings. These types of jobs are not suitable for everyone; hence turnover rates are often high in such jobs. These are just some of reasons, apart from looking into these areas; you can communicate with your employees to get the idea if they are having any reservations.
Source:
Wholesale

How important are Performance Appraisals

There may be a huge difference between the performances of two employees, even when their qualifications or all other variables are same. Reason can be the difference in their dedication, commitment or personal traits. Quite obviously, the one who put more effort, more time or more commitment, for the growth of business than his/her counterparts, should be getting some extra reward for that. A timely salary increment or promotion for the best employee is not only an encouragement for the frontrunner; it also motivates others to work harder. If you don't come up with any kind of bonuses or rewards, it won't take long before you see a drop in that employee's performance graph too. Also, performance appraisals are essentials to keep a track of your overall business performance and figure out the deficiencies.

It may sound quite simple to choose the best contributing worker and hand him the reward. In reality, performance appraisals are something that needs lots of planning and careful thinking. Sure, it brings the sense of competition in your workforce, but the evaluations will also attract lots of puckered brows and objections. A flawed performance appraisal will go as far as completely shattering employee's confidence or loyalty towards your company. Bottom-line … don't take it lightly; you need to be extra cautious and fair when planning and implementing some performance appraisal program.

Guidelines for performance appraisal system:
Performance appraisal systems are based on some ranking or scaling criteria. Ideally, the judgment should be made with the help of statistics, along with the feedback coming from managers, coordinates and peers. Assessment criteria must be uncomplicated and easily available to everybody. Give them a transparent review system, where employees can judge themselves against their fellow workers, at any given time. Monitor the performance on regular basis instead of waiting for the month end before you go through the evaluation process. Don't try to stuff your performance appraisal plan with too many attributes and benchmarks, keep the requirements simple and easy to comprehend.

Performance appraisal Meetings:
The most important part of performance appraisal is to communicate with employees and discuss their overall performance. Don't discuss anybody's problem or dismal performance in front of his/her colleagues. Also, don't ignore past performances when judging an employee, if the worker has constantly been performing well except the present month, ask for the reason, especially if something is bothering him/her at workplace. Keep in mind the main objective of performance appraisal i.e. to encourage and motivate your employees, not to mark their short comings or hurt somebody's feelings.

Source: Wholesale Supplier

Decorating your office - the right way

Office design and decoration plays an important role in the overall environment of the office, by the same token the overall environment plays an imperative role in the productivity of the company. Hence, a professional and pleasant looking office is as important as anything in your business success. Remember, you need to maintain a balance in all aspects when trying to decorate your office. For example, employer's comfort is vital but not to an extent that they start getting drowsy or lethargic in the working space. Similarly, it's good to try and make your office a fun place to be but it should not be giving an impression of some discothèque. Here are some important considerations for workplace setting and decoration.

'Light' Delights:
Surprisingly, light has been treated as an addendum when planning for your workplace. Whereas proper lighting at workplace is supposed to be your first priority, because that is where you spend most of your time. Bad lighting will harm your mental and physical health; in addition to this it may have a negative impact on your productivity. Excessive use of computers has made it so important that hiring some lighting expert is not a bad idea if you are not good with lighting standards or requirements. Ideal lighting arrangement should give your working space a feel of comfort and openness.

Comfortable Furniture:
Do some planning before going out to purchase your office furniture, so that you have a clear picture of the furniture that is fitting for your office space, this will save you from buying some needless fixtures. A chair or table that looks classy at furniture shop can turn out to be extremely inappropriate when placed in your office settings. Don't go for the looks, price or designs, comfort should be the main concern. You can go and talk to some sales person at furniture store, tell them your requirements and they'd show you the right piece of furniture.

Right colors for the Right mood:
Even before we had these research works, we knew that some colors have kind of soothing effect on our nerves; on the contrary some colors are quite stimulating. It means that using the right blend of colors, when painting your office walls can bring forth the right set of feelings in you and your staff. It's better to use different colors in different sections, like using neutral colors at workplace and cool colors at recreation room.

Source: Wholesale Furniture Supplies