It is a matter of fact that one important thing that keeps a business kicking is consistent positive stream of cash inflows. For cash inflows a business needs sales and in order to keep on selling a business needs a right mix of ingredients in terms of product, price, marketing channel, capital, expertise, physical infrastructure and efficient processes. In addition to all these, one critical component which ensures that sales keep on coming is the element of promotion. Promoting ones business effectively to the target market can be a very costly affair. And it becomes extremely daunting for small business and startups which are already starved of funds, to invest on marketing. Classic catch 22 situations wherein for promotion you need funds and for funds you need sales and for sales you need promotion.
The existing traditional promotional mix options available in the valley are very costly for a business which is still sprouting. Unless you already have an established brand image, the yields of promoting through the traditional media are extremely low. Newspaper shelf life is only one day and for Radio, the probability that your customer will be tuned into that station and will be listening to that particular program is again a challenge. Ad life in case of radio is in seconds and for new business the affordability quotient for such a small benefit diminishes drastically.
This is where social media platforms like Facebook, Whatsapp and Instagram act as zero cost high voltage marketing tools for start-ups and small businesses. Start-ups can’t match the sheer volume of content big business houses can create with their seemingly unlimited resources. Small companies don’t have that much of money, time, or human resource. Small businesses ideally focus on expanding brand awareness, increasing social media footprint, and building a community of loyal followers. Social media posts by small brands are like virtual flyers or the online equivalent of print newspaper ads. They build name recognition and help unknown small businesses form a brand identity.
Just to substantiate the power of social media marketing, I will share some real life cases of people doing business in the valley of war, who have leveraged this amazing tool to create value for their businesses and provide employment to others.
Case 1: Post the disastrous floods of 2014, Ali, a young engineer working with an MNC at Noida left his job and came back to his hometown Srinagar to start a travel business. Based on his understanding of Kashmir’s rich tourism potential and his exposure with clients in New Delhi, he decided to set up his office in Srinagar with borrowed funds from his father and maternal uncle. After initial hiccups and hurdles his business slowly and gradually started picking up with most of the sales comes from his social network. Having a very active Facebook and Whatsapp base, he would upload his new travel packages and discounted air tickets on his facebook pages and whatsapp group. Sales would follow instantly and business started growing. This source of business leads even helped him in shifting his office from a very highly rented commercial space on Boulevard to his home. His smart phone, laptop and broadband connection was all he needed to generate sales. He no longer relied on walk ins. His audience was in direct touch with him through very powerful social media.
Case 2: Fawzia, a smart energetic girl after completing her finance studies tried her luck in banking sector, civil services and insurance. Finding no opportunities in the conflict ridden region, she decided to start her own venture. With little money available she started her fashion boutique on free online platforms like facebook, whatsapp and Instagram. Among many benefits of selling stuff online is that you don’t have to carry inventory. You get the orders first based on the photo uploads and then only you spend on the raw material and processing. This reduces working capital costs drastically. She would design samples and upload photos and slowly started getting orders. In a short span of 1 years time, she had employed two tailors, a couple of embroidery artisans, a delivery boy and a photographer. She not only earned decent sum monthly but created jobs for others.
Case 3: Abid and Shahid, from Pulwama started their factory at Lassipora for building UPVC doors and windows in 2010. The material for production was sourced from Sonipat, Haryana and every time they visited the construction site and got requirements from the customer, one of them had to travel to Haryana to decide on the material availability and pricing and then bargain with the customer. Many a times deal did not materialize and all the travelling costs would go in vain. Although they requested the supplier that they will send construction site photos through mail but the factory owner was not comfortable with emails. This discouraged them so much that they even thought of winding up the venture. But in 2012 when whatsapp had penetrated widely, Abid would meet the customer and check the measurements of the site and would instantly capture photos with his Smartphone and send to his supplier at Sonipat. The supplier promptly responded with material quality, availability and price. Deals started materializing and slowly and gradually business cash flows started turning green.
Case 4: Muneer is running a restaurant in city center. With unaffordable promotional costs, he had always relied on his personal social media circle for generating sale. Every time he introduces a new delicacy or invites a new chef, he would take selfies and promote it across all social media platforms. Facebook and Whatsapp being used by the masses always provided him majority of sales. He would often run contests and offers online and invite people to visit his restaurant. The PR he managed through social media was phenomenal and he never felt any need to go for a paid ad on newspaper or radio.
There are hundreds of business warriors like Ali, Fawzia, Abid, Shahid and Munner fighting an individual and collective war of survival in the valley. With dark clouds of social media gag hovering in the skies, these business warriors shall be exposed to unprecedented risk of extinction. Who shall be responsible for demolishing the arsenal of these war heroes? And who shall then protect the fortress of our dying economy?
[Source:-.greaterkashmir]
