In a world marked by continuous transformation, where the business landscape undergoes daily evolution, the ability to influence customers and create new markets stands as a paramount skill. Throughout her career, Dr. Chowdhary has honed this art, and through this article, I am excited to delve into her insights on transforming international public relations for small and medium enterprises (SMEs). Let’s start with the fundamentals.
NY Weekly: Brand building is a cornerstone for SMEs. Can you elaborate on why it’s so vital for them and what key elements SMEs should focus on when building their brand?
A: Brand building is essential for SMEs because it goes beyond mere recognition; it encompasses trust, differentiation, and growth. SMEs may not have the vast resources of larger companies, but they possess unique advantages that can be leveraged to create a distinctive brand presence. Differentiation in a crowded marketplace, trust and credibility, advocacy, customer loyalty, effective marketing, talent attraction, resilience in tough times, and global expansion are all key elements SMEs should focus on when building their brand. These elements set the narrative for SMEs, empowering them to stand out.
NY Weekly: SMEs are increasingly in the spotlight for their uniqueness and adaptability. Can you tell us more about the strategies SMEs should employ to achieve growth?
A. The business ecosystems are changing very fast, and new categories of businesses are being created to serve customers with niche offerings. To conquer new market territories and achieve growth, SMEs should focus on understanding customer needs, innovate product and service development, build trust and credibility, foster collaborative partnerships, embrace adaptability and feedback, nurture a customer-centric culture, and establish effective quality and monitoring metrics. These strategies shall enable SMEs to tap into their inherent strengths and excel in a rapidly evolving business landscape.
NY Weekly: Creating a new market is often considered a challenge. What advice do you have for businesses looking to accelerate demand and venture into uncharted territory?
A. Markets are getting refined; we are not limited by regions, locations or the line of business. The perspective to influence customers in new markets is governed by their specific business goals. To accelerate demand and embrace this challenge, effective communication plays a pivotal role. Education through content marketing, seminars, webinars, and workshops is essential to instill confidence in customers. Understanding customer needs and innovative product development are pivotal steps that lead to sustainable growth. It’s not just about introducing a new product or service; it’s about shifting customer behavior and preferences through clear and compelling communication. More SMEs need to communicate globally about their innovation, accomplishments and service levels.
NY Weekly: Understanding customer needs is crucial in this process. Can you share your insights on how businesses can genuinely understand their customers’ desires and aspirations?
A. Understanding customer needs goes beyond traditional market research. It’s an ongoing, immersive process that involves delving deep into the minds of potential customers to unearth latent desires and unmet needs. It’s about discovering what customers don’t even know they want yet. To achieve this level of understanding, businesses should engage in active conversations with customers, observe their behaviors, and decode their pain points and aspirations. Prioritizing this deep understanding lays the foundation for meaningful relationships and sustained growth.
NY Weekly: Innovation is a driving force in today’s business landscape. How can businesses, especially SMEs, foster innovative product and service development?
A. Innovative product and service development are essential for staying competitive. SMEs can foster innovation by translating customer insights into groundbreaking offerings that redefine industry engagement. Innovation can take various forms, from technological breakthroughs to entirely new business models. In today’s digital age, technology has been a significant enabler of innovation, allowing SMEs to expand their global reach. The key is to remain open to new ideas, invest in research and development, and actively seek out opportunities for innovation within your industry.
NY Weekly: Before we conclude, could you briefly highlight some of your outstanding achievements and awards throughout your illustrious career?
A. Throughout my career, I’ve had the privilege of receiving numerous prestigious accolades and awards that recognize my contributions across various domains. Some of these include being awarded a Ph.D. in Global Marketing and Communications, recognition as one of the Most Important Professionals in Indian Public Relations Consulting, being named one of the Top 100 Influential Game Changers, and many more. These acknowledgments reflect the dedication and commitment that have driven my career.
I hope that our conversation can inspire and guide businesses, especially SMEs, in their pursuit of success in the dynamic world of international public relations.
