In a bid to lessen the impact of business challenges faced by their members, Association of Professional Printers of Nigeria (ASSPPON) Mushin Zone II led by its Chairman, Mr. Abiodun Soremekun structurally re-packaged, re-focused and re-branded the body thereby availing their members numerous opportunities to succeed.
In his welcome address at the Re-branding cum End-Of-Year Get-Together of the association, Mr. Soremekun noted with joy the numerous accomplishments of the Association in 2015 Business Year which included: up-to-date registration of printers in their zone; formalized business relationships with both their immediate local government council area especially on multiple taxation and the Police on the nature of print business operations, “all these are done to create a conducive business atmosphere for our members” he explained while noting further that the Association has equally opened an account with Diamond Bank to enhance transparency and prudency as the body has also commenced registration of a co-operative society where members could access credit facilities to further empower and enhance their print businesses.
Guest Speaker at the End-Of-Year Get-Together, Mr. Joju Adekanbi (WHERE To Print magazine Publisher) who delivered a lecture on the function’s theme: RE-BRANDED ASSPPON – CHALLENGES AND POTENTIALS FOR EMPOWERMENT, noted that with the foresight of the leadership of the present administration of ASSPPON Mushin Zone II who had laid a good foundation, all members of the association should prepare themselves for equally successful years ahead.
Going down memory lane on how various stakeholders relentlessly ensured the signing into Law by the then late President of Nigeria – Musa Umaru Ya’Adua of the Act that established Chartered Institute of Professional Printers of Nigeria (CIPPON) – Act No. 24 of 2007 which is charged with the duty of regulating, controlling, managing and administration of Printers in Nigeria; Mr. Adekanbi enjoined all printers to take advantage of various sections of the Act to re-brand their print businesses for growth and profitability. He also called on printers to join hands with the CIPPON to make the industry at par with its counterpart in developed parts of the world.
He thereafter gave meaning to the two words in the theme: BRAND or BRANDING and EMPOWERMENT while listing five factors that defines a Brand. According to him, “the word ‘brand’ is the name given to a product or service from a specific source. Put simply, your “brand” is what your prospect thinks of when he or she hears your brand name. It’s everything the public thinks it knows about your name brand offering — both factual (tangible things you offer/ do) and emotional (human or romantic aspect of your offerings)”. On the five factors that define a brand, he disclosed that printers should consider the following factors before developing their brand. These are; the Brand Promise; the Brand Perceptions; the Brand Expectations; the Brand Persona; and the Brand Elements.
Enjoining printers to take the issue of Empowerment seriously as noted that, “no business could succeed without empowerment which is the process of enhancing the capacity of individuals or groups to make choices and to transform those choices into desired actions and outcomes”. He listed the benefits of empowering the EMPLOYEES thus: “You grow your staff skills (through specific training programme from print schools or firms like Print Academy Consulting) or by attending exhibitions – they know what is expected of them from the client point of view. You customers come back because you add value to their lifes or business and do more than expected. Your organization benefits from their empowerment; less cost of running business and more profit. Your Business grows. And Succession Planning becomes easy.
“And as the New Year 2016 approaches, printers (and the association) should understand the likely trends that will definitely affect (positively or negatively) their print businesses in 2016. These are The Economy i.e. the Policy Direction; Customization of Businesses; (E-economy) Anywhere, Everywhere; and more and more companies going Green. And of course – this is drupa year! Don’t just jump into an idea – do your feasibility study and talk to honest experts” he advised.
Mr. Adekanbi also discussed the Year 2016 Business Challenges printers must be prepared for – such as: Higher cost of doing business as a result of exchange rate, subsidy removal, wage increase etc; Multiple taxation; Selfish lobbying as politicians will be more daring to protect themselves – CIPPON should be warned! Others challenges are the insecurity especially in the electronic media/ online etc; Labour agitations – do more for your staff well-being; Price-war: Do not look for cost reduction! Creating value should be your watch-word. Be creative to add value to customer’s business by offering quality service, above the cost service that your competitor is not offering. If you take care of your customers, they will in turn take care of you by paying your bills that will not only take care of you but your staff, machines, and other suppliers” he summarised.
Full copy of Mr. Joju Adekanbi’s Presentation is available on request; email your request to wheretoprint@yahoo.com
