The art of marketing delivered by vendors continues to amaze the Eleven Lines and is a constant source of inspiration. They have the talent to effectively execute some marketing tricks that most learned folks take ages to master and in some, unfortunate cases, fail at them.
For most of us that still visit Blantyre or Limbe market regularly and attentively so, it is very common to get new surprises when you get into the market. The vendors have become so fashion conscious that one even wonders where they get such updates – I guess the media is to blame or is it to credit. They have mastered the art of designer clothes and are pouncing on the growing demand for original clothes. It is not surprising that the Eleven Lines meets some fashion sensitive men and women at these markets trying to get the real deal.
What has amazed The Eleven Lines recently is the on the door step delivery of these second-hand clothes and shoes. One Saturday afternoon on his search for Matemba a Domasi and utaka wa munga umodzi, The Eleven Lines had chat with a common character at Limbe Market popular known as Wamalebo (the guy who know designer clothes). “…Amwene ma boss mtauni ya Blantyre akwiya kwabasi. Wikendi mitu fifteen ikumadutsa amwene… kakasiya pa deni pa ma boss. Ena muma office” (Some bosses in town demanding original shoes. I sell over 15 shoes a weekend), This was the response The Eleven Lines got when he posed a general question that he usually asks to assess how business is going at the market.
As the chat progressed, The Eleven Lines learnt that some senior managers and executives are generally shy to “bend and select” at the market. To address this problem, the vendors do home or office deliveries… That is the more reason why they demand your number each time you visit the market. The Eleven Lines considers this display as a talent in marketing where one goes back to the basics of the definition of marketing… identifying and fulfilling needs beyond expectation. Imagine this candid approach being used in the formal sector…
It is The Eleven Lines’ view that as we continue to learn this trade of generating the leads and indeed the revenues, one needs to consider spreading the source of inspiration.
One would think this only happens in town. Hell No! The Eleven Lines got a new surprise from vendors in the country side of Malawi – plot they are using to sell vegetables on the Lilongwe-Blantyre M1 road.
After a business meeting in the capital city district of Lilongwe, The Eleven Lines took off late afternoon for his cashless and “stingy peopled” town of Blantyre – The Eleven Lines’ base.
After ducking and diving state cameramen or is it by-the-road-side photographers all the way, The Eleven Lines soon got to vegetable selling points (He is yet to master the name of the selling). As soon as he pulled over the usual cocktail of salesmen and sales ladies selling all sorts of vegetables engulfed his jalopy pulling all sorts of sales lines. One of then stood out; “Bwana, mankhwala a maso awatu… Zimathandiza kuti mudziona patali” (Boss, I have medicine for eyes. They help to sharpen eyesight).
The Eleven Lines attention was directed to the young man only to find that the young man was holding carrots in his hands. Then his biochemistry lesson flooded his mind and remembered that indeed carrots contain a pigment called Beta-Carotene which is good for one’s eyesight.
“Product benefit based communications were simplified right before me and caught my attention. Who said marketing lessons are only driven in classrooms or boardrooms?” The Eleven Lines took it in. If his wallet was full on that day, this young man should have certainly made a sell.
“The vendors continue to inspire my work. They are practical and in most cases spot on” The Eleven Lines 2019
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