BANGKOK, INDIA: These days, when new and innovative tools like social networking sites are being available to reach out to target audience, SPs can definitely utilize this platform to enhance the marketing activities of their company.

With a dynamic and fast approach towards revolutionizing the IT implementation across various sectors in the country, SPs have developed a niche zone.

They are capable of adopting new technology, carrying out challenging projects and providing state-of-the-art solutions to customers with innovations involved. However, one aspect that has not grabbed partners' attention is marketing their own brand.

Discussing the issue with a bunch of top solution providers, who gathered at the SP Summit in Bangkok, held between January 29-31, Hemant Mishra, MD, Neeti Brand said that in order to bring success to the company, SPs need to conceptualize their thoughts, supported with adequate publicity before it is executed in the market. Thrusting on the importance of branding for any size of business, he mentioned that names, logos and designs play a vital role in bringing reputation to the business.

He emphasized on the fact that brand, visibility and PR should be promoted among the SPs as it attracts attention of the right of set of customers who are looking for the solution and while doing so the partners should market their expertise.

Picking the case study of Hyderabad-based Choice Solutions that touched the revenue of Rs. 85 crore from Rs. 50 crore in the last five years, Mishra demonstrated that planned concentration on a specialized area can bring recognition and success in the competitive environment.

Supporting the thoughts of Mishra, KV Jagannath, MD, Choice Solution mentioned, “In the last five years, I made a difference by understanding the limitations and growth we wanted to achieve. We analyzed the ways to smoothen the cash flow that is able to support the system. Choice Solutions planned to develop in a niche area to gain specialization and datacenter became the differentiator.” Adding to this, Mishra elaborated on the fact that communicating to the target audience is important as it brings differentiating factors to the SPs profile.

Further discussing his thoughts on IT business, Mishra said, “Perfection is a paralysis. It acts as a barricade to growth and improvement. Players in the IT implementation business should not run after perfection. They should make efforts and move ahead. This will provide them with a broader area to work and grow.” Talking on the new ways of doing marketing, and also discussing about contemporary  methods to change the face of the society, Mishra pointed out to social media marketing and also mentioned that social networking is a new and effective tool to market products and brands and to reach out to the right set of customers.

Taking the instance of Sampath Kumar from Value Point Systems who is highly active on the social networking sites and has effectively utilized this platform as a tool to market his company, Mishra noted that SPs need to devote a few hours per day on social networking sites. Follow ups can definitely bring about a difference to ones business. Elaborating on his experience of social media networking, Kumar said,“Through sites like Facebook, LinkedIn or Twitter, I have interacted with so many people who would not be interested to meet otherwise. First you need to make friends with them and then they would follow you. This acts as a platform to market the brand.”

While discussing about the new and innovative methods to popularize ones brand, Mishra further added that manpower and innovation are going to drive the time and it is important for the SPs to adopt them in their business strategies as early as possible. Strategy, innovation, manpower and social media marketing are going to be the key factors for bringing success to a company. Marketing should not be limited only to large enterprises, small and mid-sized companies can also avail the benefits by marketing in a right manner