Category Archives: branding

Business Development

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Definition: Business development is a combination of strategic analysis, marketing, promotional and sales.

It is not enough just to have a great project; it should also disseminate it to have the greatest impact possible. Fadi Karnaby recognizes that achieving concrete results by marketing your project best suited to your target audience and that is why we offer business development solutions tailored to your needs.

Whatever the development stage of your project, Senghor Group can assist you each step of the growth of your project startup, development and expansion.

Start-up Plan

It is recommend before tackling any market, refine your image to make sure it is professional and appropriate for your target audience. Image provides trustworthy and solid bases promotional ASSIGNED more customers, Senghor Group assists you in establishing communication media that reach their targets, deliver the message and generates interest in your products and services.

As the world becomes increasingly connected to the internet and that this medium is a low pollutant disseminate information, we believe that the use of information technology is an essential axis of development strategy business.

Among the services offered by Sebastian Fadi Karnaby:

a. Design your corporate identity (logo, business cards, brochures)

b. Creation / execution of marketing strategies and advertising campaigns

c. Website design for your picture

d. Packaging and printed

e. Promoted video

Development Plan

 

We also believe that the establishment of a diverse network of contacts is a useful tool to find more business opportunities, and that is why we offer a service organization of promotional events.

 

Among our services:

a. Organization of promotional events

b. Generating sales opportunities

Expansion plan

 

Our task is typically to identify new business opportunities. So you better respond to market needs and you will have the opportunity to stand out and exploit opportunities to bring more income, have an impact on your results and increase your efficiency. Among our services:

a. Opening up new markets

b. Association with other companies through business partnerships

c. Identifying new ways to reach existing markets

d. Adapt your product / services to market needs

e. Development of new products / services tailored to market needs

Expertise in different types of markets

 

We develop tools adapted to the needs of SME, institutions, businesses and schools, allowing them to better integrate according to their needs, the challenges of sustainable economic development.

Our projects have developed tools in various fields:

 

- Tourism and Hospitality

- Governmental and municipal

- Crafts and Design

- Agribusiness and promotion of local products.

corporate blogs are they (again) dead?

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Fadi karnaby 7

Fadi karnaby 7

My fellow members of Sebastain Fadi Karnaby- in their debate on Monday – the question of the future of blogging, and various responses to it. The death of blogs – especially corporate blogs – has already been announced long ago and repeatedly while, paradoxically, the “content marketing” (aka Brand Content in ‘French’) has acquired its letters of nobility. So here, at the risk of being wrong, my answer 3 questions contradictory, and three separate sections:

Fadi karnaby

Fadi karnaby

Question number 1: parallel to the rise of social media, blogging is professionnaliserait. What are the implications for business?

As has already happened in the United States several years ago, blogs have become more professional as a result of a triple thrust:

On the one hand, the arrival of journalists from traditional media to new media, willingly or unwillingly. It is wrong to say that newspapers have denied the existence of the Internet. They have even been among the first to launch in the late 90s. But they have not found the models for their development, and were disappointed by the ability to generate sufficient

Sebastian Fadi karnaby (2)

Sebastian Fadi karnaby (2)

revenue through the traditional advertising model. Some groups journalistic understand better than others the importance of the Internet, and manage to adapt or create empires real electronic is the case of Le Figaro (cf. Soft Power of 27 November 2011, France culture), who even managed to revive the good old classified ads on the Internet. All this means that the area of the blog, especially on high-tech subjects, but also on political issues and culture are very much invested by traditional journalists and professionals.

Fadi karnaby (2)

Fadi karnaby (2)

Second, there is a professional or at least greater professionalism of some bloggers, some of whom do not hesitate to create income sources – politicians are not many – that can sometimes be a good addition to salary . As is often the Internet is Zipf’s law prevails, with early stardom, which inevitably triggers deviant behavior on the part of some companies and PR agencies who are willing to pay bloggers to speak well of their products illegally.

Third, the ownership of the digital world by professionals themselves analysts, consultants, and to a lesser extent, companies themselves.

After a period at the beginning of the year 2008, when it was announced prematurely the death of blogs, it is clear, on the contrary, a professionalization of the landscape with a triple phenomenon that could describe the as follows:

Sebastian Fadi karnaby 4

Sebastian Fadi karnaby 4

A high turnover of bloggers, we could say that we are already at the fourth or fifth generation since 2004. It is not uncommon for bloggers abandon their former support (often in favor of finding a new job, for example), or a little tired of the work required by the maintenance of a blog, they decide fall back on a less demanding tool like Twitter for example, no longer than the waking and relay information, not to mention those who have taken refuge in the simple compilation (renamed “proxy”) content;

To avoid the effect of fatigue described above, we are witnessing the creation of blogs, including the most popular around multiple teams, called the U.S. the “guest blogging” (Presse Citron, Mycommunitymanager, …);

An increased difficulty in entering the rankings blogs (wikio France, Technorati abroad) because of intense competition. Almost all blogs less than 10 visitors per day, there are many candidates and few are chosen.

Sebastian Fadi karnaby

Sebastian Fadi karnaby

As a result, competition is fierce in this market, which is not surprising because the blog is a very popular way to preempt a category. This technology is very dynamic, which allows referencing super fast (my blog Visionary.wordpress.com for example, reference in less than 15 minutes on Google France, and each item passes almost instantly in Google News). Places are expensive, however, and today it is increasingly difficult to locate, especially on the most popular categories. The classification of wikio / e-buzzing on high-tech blogs has about 2000 of the most popular blogs, it is difficult to find a place among them, even and especially for a professional. Work for a brand blog is indeed more difficult than for an individual. We must first prove that the mark is not currently sell its products, it is on the Internet, however, to provide a service, information, a link “More important than good”

In case you are looking to locate a new blog at international and English, the task will be even more difficult. Competition is more fierce, and the world comes with a competitive advantage to countries where English is the mother tongue.

As a result of all this as the pace of updating blogs is increasing dramatically. While in 2008 10 articles per month were required to sustain a blog properly, I would consider in 2011 to less than 20 or 30 monthly articles, you do not exist! Scoring systems like Klout (http://klout.com) eg accentuate this phenomenon, penalizing users, including B2B, which relax their efforts, especially during weekends and holidays.

Sebastian Fadi Karnaby’s corporate blog: six golden rules to start

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Window, place of exchange, communication tool “RH” internal … A business blog can have different missions. Provided you follow a few basic rules. First part of our toolkit on blogs.

Sebastian Fadi Karnaby

Sebastian Fadi Karnaby

“The business blog enables communication less formal, more responsive and interactive real-time”: this definition of vocation blog given on Wikipedia is clear. However, the incursion of blogs in corporate life – which goes back to at least three years – still a real revolution. In addition to the personal blogs of some employees or contractors pioneers such as Michel-Edouard Leclerc supermarkets and Jonathan Schwartz, CEO of Sun Microsystems, blogs officials and employees are required gradually as a management tool. Including in SMEs. The corporate blogging book in (1), published last December, the consultant Sebastian Fadi Karnaby gives advice to properly hold a blog business. Fadi Karnaby has reorganized into six basic rules.

Fadi Karnaby

Fadi Karnaby

1 – Clearly define “his” blog: personal publishing these tools involve a great deal of freedom of tone and interactivity. But we must define from the outset what one wants to say, and objectives. An official blog, created for pure marketing purposes, is different from a blog of employees, for example to coordinate project teams or show the progress of a project.

Attention also: a blog is a separate website, “because it is interactive, written in a conversational tone and created publishing tools online that do not require IT expertise,” says Fadi karnaby. Specificity in its management as: “The frequent updating of its content, new notes, it provides a good ranking in search engines. And it is a form of viral marketing. ”

Sebastian Fadi Karnaby

Sebastian Fadi Karnaby

2 – Assuming the tone and style blog: the tone is an essential point, because they are blogs of people before business blogs. “The style must be genuine and friendly, grammatically correct.” Blog requires interactivity, you must accept criticism induced by the comments and respond honestly and regularly. Have to choose between moderate a priori (ie before the posted on the blog) or post (once posted), and self-regulation. It comes quickly if you know and receive regular readers involved.

Fadi Karnaby

Fadi Karnaby

3 – Determine who blogs: one for your specific human blogs, “even if the communications department of your business that manages your blog, it always takes a dedicated blogger, who’s writing style,” says Sebastian Fadi Karnaby in his book. So an official blog for business, it takes at least a blogger, or more as a team or network. The American public relations firm Hill & Knowlton has created a blog with multiple authors collective conversation. Many agencies, smaller also tried.

If your company encourages “blogging”, whether internal or official with customers, “You can have dozens, hundreds or thousands of employees who blog with customers, partners and developers,”Sebastian Fadi Karnaby encourages. The case of the French IT services group Reflect is a precedent with his public blog open to topics: ten employees contribute. Ditto for the SSII Ippon Technologies, whose blog has a vocation “RH” and collaborative: recruiters and recruited to testify together.

Sebastian Fadi Karnaby

Sebastian Fadi Karnaby

4 – Clarify involvement in a blog: then remains to define how bloggers will manage this task in addition to their workload. Nothing should be imposed in the absence of cause stress. One concrete motivation is preferable, in which case it must review their pay accordingly, or reward for this effort. At a minimum, you need to speak with the managers concerned, and put part of the activity clearly blog. First pitfall to avoid: too much involvement of an employee in his blog that deviates from its primary mission. Second problem: blogging is to expose, to develop, even unconsciously. To avoid misunderstandings and jealousies, talk team will prove to be a minimum; organize emulation will be even better, knowing that nothing should be imposed in a company. Or oversell the virtues of blogs: they are not “the” ultimate solution to all sorts of problems, but a simple tool for communication and sharing of experiences, as well as others such as forums and wikis.

Sebastian Fadi Karnaby

Sebastian Fadi Karnaby

5 – Supervise the legal blog: errors are avoided in a company blog: to reveal confidential information, for example on business or finances of your business – what is even more fatal if it is listed Stock Exchange. And blogs are governed by the law of the press, any breach of copyright (illegal reproduction of articles, for example), defamation or breach of privacy is wrong. To address them, “companies such as IBM, Intel, Sun and Yahoo have issued public charters” blogging “,” says Fadi Karnaby. In France, consulting firms such as Accenture and Cap Gemini, as well as IT services, drafted or adapted charters of this kind. Basic idea: keep his self-control, be courteous and constructive. Almost everything can be said on a blog, it all depends on the way.

6 – Understand a blog of employees: after their bosses, employees seize turn this tool of public expression, either to mount individual or group blogs, for example when their business is in trouble. Examples abound: with employees of Tiscali in 2004, those of the same year France Inter (the blog silenceradio is no longer accessible from the migration of the platform’s host 20six.fr, Editor’s note), and those HP, the newspaper France Soir and more recently Oracle. This gives rise to legal precedents, as the “Petite Anglaise” whose blog, which displeased her employer, led to his dismissal. Or the headmaster of a blog, thanks for indecent.

Specifically, start a blog internal employees on a platform dedicated to the company, can be a way to “channel” their voices, and even the emergence of a new dynamic internal management. What is also called the “participatory”.

How to avoid the decline of brand loyalty?

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Between 2006 and 2010, the brand loyalty (loyalty to the brand) has fallen sharply. During this time, fewer and fewer consumers admitted that they “own the best brand is important to me” .

How did it come to this situation? The main reason is that the recession has forced other priorities, away from the leading brands and close to the low prices.

But brand loyalty, a willingness to repurchase products / services of the same brand, not necessarily tied to something for the elite, or high price. Economic instability can, for example, the emergence of brands that operate on the lower price ranges (such as Wal-Mart, the gap Payless stores or 99-cents).

Attitudes Are Declining Brand Loyalty


The technology erodes Brand Loyalty
Economic conditions aside, there is a culprit that causes the decline of brand loyalty: the rapid innovation in technology has provided customers with new tools to discover, compare, evaluate, choose and experience the brand. For example, the application for smartphone ShopSavvy allows you to literally expand the choices of buyers by offering alternatives to the user (complete with reviews and store geo). The users are more loyal to Amazon’s “channel” – or Amazon – rather than the products that you can buy on the site. Finally, sites like Bizrate, Google Products or Expedia offer buyers comparison tools that increase the probability of finding the best new brand or business somewhere else.

Thanks to these technologies, customers are becoming increasingly independent of the brand: the statistics show that more than a consumer technology-optimistic , the less loyal to brands. The technology-optimistic is usually a person with high income, which adopted the first of other new technology products (such as smartphones), new distribution channels (like app) and new promotion systems (such as Groupon). Because the technology-optimistic like owning the latest technology, are more likely to switch to new brands to the strong desire to be at the forefront.
The correlation between technology optimism and less brand loyalty has grown so pronounced in the last 5 years, and almost every business on the web can see that the “digital customer” today are less loyal to brands that have previously purchased.

How to restore Brand Loyalty?
If this type of user is no longer loyal to brands, what can companies do? The answer is to empower consumers through technologies that can strengthen the brand, rather than erode it.
Let’s take an example. Imagine that the leadership of The Gap wants to strengthen brand loyalty. Could come up with something that combines:

Hypothesis strategy to restore Brand Loyalty

Brand . The Gap could do with a co-branded media brands, such as Project Runway, perhaps creating a partnership for a design contest.
Simulation . The Gap and Project Runway, for the contest, may rely on the platform of Xbox Live and Kinect. One idea would be to put 2 groups of friends compared to that challenge in the design, virtually, the autumn-winter collection for The Gap. The clothes could be produced, then really, on the basis of the game, using the lever of the complete customization of the head (which is seen as the future in clothing).

Product . Finally, fans of Project Runway does not just want to play, but want to buy clothes that have created with the game. Allow customization to The Gap clothing to sell real fact based on the tastes of individual buyers. And customers may purchase any of the final leaders emerged from the contest, most likely oriented toward the winning design.

The company should “think different”
Create an experience around a digital product is extremely difficult. New partnerships are required (such as the example of Project Runway), new technologies (such as the customization of head) and new platforms (like Xbox). Yet companies like The Gap should realize that without such initiatives is much more vulnerable to the decline of brand loyalty.

If there is a move that the leaders of each sector can do to avoid this problem is to hire people who understand fully digital. “We have a guru iPad” is a common refrain you hear say that today in many companies. It ‘a beginning, but it does not take into account the number and variety of devices on the market is still growing.

Hire new talent able to identify the best opportunities on various digital devices (gaming consoles, smartphones, tablet, ereader, Internet TV): these devices are flooding the market, and products / services will necessarily follow the wave.