Local IT solutions provider Business Connexion (BCX), yesterday revealed that it was stepping up its marketing efforts in an effort to influence thinking and secure a "front of mind" position among business managers.
Speaking at a media event, Zahn Matthee, head of external communications at the company, disclosed that about R4 million had been put aside for media investment over the year. The strategy included brand-building initiatives, she added.
Historically the company had opted to take a low-key approach to marketing, explained Mike Sewell, BCX`s group executive for outsourcing. "Before the merger [of Comparex and Business Connexion] both companies preferred to be situated below the radar. Since then things have changed. We have settled on the name and moved from being a largely product oriented business to a largely services focus."
In addition to communicating this shift to the market, we want to influence thinking and create a position of leadership."
As for potential acquisitions in the coming months, the BCX executive team said it has money to spend but companies which would be an appropriate fit for BCX have not been identified.
"We do have money in the bank and we do have active radar on the scene. At this stage, niche players would be most beneficial [as was seen in the company`s acquisition of Bidnet late 2005] but these deals have to be financially attractive, provide both a strategic and cultural fit, and ultimately be willing to engage," revealed Sewell.
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