Gain market share on a modest budget

Dawn Wing, a South African courier company active in over 40 countries, managed to capture the market from bigger players within 18 months.

Initially, it concentrated on brand consistency in all existing applications. This was done by the company’s marketing person together with an advertising agency. Employing the agency on a retainer proved to be cost effective.

Secondly, free publicity and smart sponsoring were new ways to get the message across without spending fortunes. Together with the PR bureau, Dawn Wing identified the public relations opportunities in targeted markets where the company could be heard as ‘a voice of authority’. With regards to sponsorships, the company decided to focus on sports, like cycling, which is popular with decision makers and business people. This proved an innovative way of penetrating a niche market.

Lastly: Dawn Wing invested in an internal campaign. The Managing Director, Mike Fanucci wanted his employees to be proud of the brand. ‘Our staff and especially our drivers have a vital role to play in ensuring that we deliver what our brand promises. Marketing is only effective if it is underpinned by customer service.’

What did you do to penetrate a market without spending a fortune?