“Its not what you are underneath. Its what you do that defines you!” This quote from Batman Begins is telling. In generations past “what you are underneath” was the most important part of ones character - but no longer. Do you identify with this sentiment or the former? How about your customers.
As the face of marketing changes are you ready to change with it? As it turns out, younger generations do not identify with “what you are underneath” in a brand personality. They, instead, identify with and support businesses that are active in the community. They believe “Its what you do that defines you!” And it is that kind of business that they choose to be most loyal to.
My studies on marketing and branding have lead me to explore this shift in philosophies. Currently I call this study “The Circle of Marketing.” I believe that the hand of marketing must be expanded to all activities a business involves in.
There are six points that make up my theory—The Circle of Marketing. They are:
Hiring, Employee Training, Customer Experience Management, Internal Marketing Strategies and Relationship Building.
1. Hiring. Who you hire - their attitudes, how they serve in the community and their commitment to lifelong learning is key to your business’s success. These are the main qualities to look for when hiring.
2. Employee Training. What is your commitment to and investment into the training of your employees? Not entirely for your success alone either… but for their success too. This will create greater commitment from the employee and improve productivity too.
3. Customer Experience Management (CEM). From the first impression to their last buying experience these interactions must be planned for and evaluated for success. Employees must be continually trained on how to provide a lasting positive experience. And that training must be benchmarked against internal marketing strategies to make sure the experience is what is expected.
4. Developing Internal Marketing Strategies (IMS). IMS are the first steps of marketing. They build on steps one and two above, the help you as a business meet, greet and sell better to your customers.
In this step you create programs that lower the buying risk your customers feel when deciding whether or not to buy from you. Customers need aesthetics, meaning, and efficiency to feel comfortable with a brand. Some programs that facilitate this are: a win-back program, a traffic-building program, a top customer program, a customer loyalty program and a database of customers program.
5. Advertising/Direct Marketing. Traditional advertising is becoming less and less affective because we choose to ignore it. This requires new approaches to the way you advertise. It has become more effective in many instances to incorporate the best practices of direct marketing into your marketing plan - are you?
6. Relationship Building. Relationship building is the glue that brings each of these points together. It prepares your customer to buy more products more often and for higher profits.
As you can see each of these strategies is in fact connected. When you connect them in your business you will do more business.
1 comment:
Daniel, I really like your concept "Circle of Marketing".
I recently attended a meeting with Rebecca Ryan, considered by many to be an expert in next generation marketing. She said much of what you say here - these consumers and potential employees are looking at business and what they do, then they make decisions based on what they learn.
Another good post, Daniel. Keep them coming.
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