TMA-SA charter - Marketing Director
Marketing Director- Colin Batchelor
Contact details
Email address:
Cell: 084 642 1881
Land line: 011 615 1067
TMA-SA member profile: Colin Batchelor
Elected term
2005/06 - 2008
Functions
"The Marketing Director shall be responsible for all membership administration and member services, and the solicitation of new members."
The Marketing Director will coordinate the activities of other executive directors that deal with promoting TMA-SA and its members.
Marketing and Sales
Market intelligence
Our market research into the turnaround industry led to the segmentation listed below. We continually expand on our database of identified industry participants in these segments.
Segmentation and targeting
Our marketing plan targets 4 segments viz. turnaround professionals of all disciplines, government, academics and students.
Turnaround professionals of all disciplines
Turnaround professionals of all disciplines who manage, provide advisory work and / or fund underperforming and distressed companies with the aim to stabilise, fund and fix these troubled companies:
- Providing services to underperforming and distressed companies, and to providers of capital to such companies:
- Turnaround practitioners and consultants;
- Lawyers, accountants, management consultants, financial advisory services, appraisers, auctioneers, liquidators, etc.
- Providing capital to underperforming and distressed companies, or wishing to safeguard their current investment in/lending to distressed and underperforming businesses:
- Banks and other lenders;
- Institutional investors, private equity investors, development funds, etc.
Government
Individuals who are in the employ of a governmental agency or who are members of a legislative body or who are judges.
Academics
Individuals who are engaged in the academic profession and who participate or contribute to the turnaround management business through their teaching, writing, research or other professional activities.
Students
Individuals who are attending a college or university full time, and who are interested in pursuing studies related to the turnaround management business.
Timeline of financial distress segmentation:
Our targeting includes turnaround professionals of all disciplines, government, academics and students involved in the:
- Informal sector (management-led correction and informal creditor workout) outside of the framework of insolvency legislation.
- Formal sector - business rescue in terms of new business rescue legislation.
Positioning
Positioning is described in the customer value proposition.
Marketing mix
Products/services to members
- Networking - social and educational events.
- Knowledge - capturing and distribution of knowledge pertaining to turnaround management and the turnaround industry.
- Education - turnaround educational programmes and material.
- Promotion of TMA-SA.
- Promotion of members' services.
Marketing mix (continued)
Products and services offered to industry to promote TMA-SA:
- Pro bono projects conducted by our members.
- Assistance with regard to new business rescue legislation and government programmes.
Future products and services:
- A turnaround professional certification programme is being planned (see Association of Certified Turnaround Professionals) but the lead-time may be a year or longer.
- Future value-added products that are being investigated are membership benefits regarding insurance, medical, travel, accommodation, etc.
Price
- Membership subscription fees are determined annually by Exco and approved by the board. Pricing is to be market-related compared to fees asked by comparable organisations.
- Pricing of attendance fees at social and educational events is based on free admission for members, and a nominal charge for non-members aimed at covering event costs.
Promotion
TMA’s products and services are promoted to prospective new members by means of:
- Publicity at events.
- Web site.
- Newsletter.
- Brochures.
TMA is promoted by means of:
- Public relations.
- TMA promotional projects including pro bono projects, and involvement in new business rescue legislation and other government initiatives.
- Web site.
- Newsletter.
- Brochures.
- Sponsorship opportunities.
At present the policy is not to pursue paid advertising due to budgeting constraints.
Distribution:
TMA-SA has an office in Johannesburg since most members are Gauteng-based. A Cape Town branch is being considered.
Channels to market
Segmentation and targeting of users of members' services:
- Business associations and chambers of commerce.
- Organised labour.
- Government.
- Educational institutions.
- Underperforming and distressed businesses.
- Providers of capital and services to underperforming and distressed businesses.
Sales
- Direct sales: Telephone calls Personal visits.
- Service - responding to queries, acting on member feedback.
Membership recruitment approach
- Maintain telephone tree - champions from amongst TMA members are made responsible for personal selling to prospective new members from their respective professional groups.
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