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All Employees Should be in Marketing
Gaining and retaining customers is the job of everyone in the
company.
By Paul Weber
Published in the Kansas City Small Business Monthly
Is marketing really everyone’s responsibility? Most successful
corporate leaders, marketers and business owners think so. But the
true champions of integrated marketing find ways to make marketing a
living, breathing part of their company culture.
One Kansas City company has even given their office receptionist the
title: ”director of first impressions.” Think about the impact that
simple gesture has on the broader marketing for the entire company.
But more important, think how clearly this title articulates the
importance of one person’s job within the larger organization.
So is marketing really everyone’s responsibility? Absolutely.
But just saying so doesn’t make it happen. Long after the marketing
plan is created and the strategy is well on its way to being
implemented, the responsibility for success usually rests with just
a few employees. Undoubtedly, the company’s leadership is
responsible for successful marketing. The marketing department, if
one exists, is responsible for spreading the message. And in many
cases, the sales force recognizes its role in marketing execution.
But how can you take the process much further?
Remember that the marketing department crosses over into the entire
company. Everyone in the company should be aware of the marketing
message, visions and goals of the company, and should reflect that
message in everything they do that is related to the product and
your customers.
“What You Do” Quiz
One way to see if your marketing message has permeated the entire
company is to conduct the “three-word test.” Assemble key members of
your organization, including the owners, the sales force and
front-line personnel. Ask the group individually to describe, “What
you do,” using only three words. The result might look like this:
“We fix computers.” “We build bicycles.” “We sell insurance.” If the
group assembled has widely divergent answers, then the marketing
message is already unclear—even among your internal audience.
Building a powerful marketing message begins with the people closest
to your business. The company must answer the “What we do” question
and make sure that each and every employee understands it. This is
the important first step in making every employee a marketer for
your company.
Next, the “three word” exercise expands, adding words to the
statement in segments. In each case, answering a specific question
that focuses on your customer. You also might include questions and
statements that distinguish you from competitors with similar
services. Each statement builds your message with clarity.
For example, this exercise might result in a series of statements
such as: “We sell insurance (what we do), for early-stage small
businesses (for whom), through personal consultation (how) and
conducted by non-commissioned advisors (unique proposition).” This
statement then expands to fill your communication needs.
The strength of the exercise is that each person who helped create
the wording will carry the same message to others outside the
company.
Company-wide Customer Care
The average American is exposed to more than 3,000 advertising
messages a day. Consistent delivery of the same words and phrases is
the first step in preparing your employees to be your best
marketers.
As much as we’d like to rely solely on marketing activities to help
grow the company, every employee plays an even greater role in the
success of small business marketing. That is, delivering quality
customer service and meeting expectations.
Any bad experience a customer has with your company can affect
future sales from that customer, as well as from people who hear
about the experience. This bad experience can be anything from a
rude receptionist to late delivery of a product, or not meeting
expectations. Because there are so many variables that affect
whether a potential customer becomes a long-time customer or a
current customer remains a customer, the marketing department can’t
be the only one responsible for success.
Who else has the responsibility for successfully marketing your
product or service? Just about everyone who plays a role in your
business. Yes, everyone.
For example, if you deliver your product on time and on budget but
incorrectly bill your customer, the result is a customer whose
expectations weren’t met. Even the accounting department can impact
your marketing success.
Service technicians, delivery agents and customer service
representatives impact your marketing efforts. They are on the front
line of engagement with your customers; yet, we often overlook them
as true marketers. They are as important, if not more important,
than salespeople and the marketing department. It’s easier and less
expensive to keep a customer than to gain a new one, and these
people are instrumental in keeping your customers.
Marketing communications is so much more than advertising and public
relations. In today’s competitive marketplace, marketing
communications is truly integrated and the margin for error is
narrow. As much as we like to think crafty advertising will gain and
retain a new customer, it is the marketing of customer service that
will truly keep your customers coming back. And that is the
responsibility of everyone.
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