Generally, we advise clients to view their organizations, products and services from the “outside in.” In other words, they need to put themselves in the position of their desired audience and consider what is important to their audience, rather than what is important to them. Too often organizations talk about how they need to “communicate our value proposition.” The truth is, it’s not their value proposition that matters– (more…)
Posts Tagged ‘employees as brand ambassadors’
Branding “From the Inside, Out”: Two Important Considerations
Tuesday, May 24th, 2016
Should Rank-and-File Employees Be Speaking on Behalf of Brands?
Thursday, October 29th, 2015The question of whether front-line, everyday employees should be speaking on behalf of a company and its brand has been in the minds of business owners and executives for years. On the one hand, harnessing the full weight of a company’s workforce can put a lot of bodies into the marketing effort. At the same time, companies often fear the potential negative, counter-productive impact of “rogue” or un-coached employees. Think of the employee complaining about her job on her Facebook page, or the insider who gives friends and neighbors the “real story” about his company at a backyard BBQ. (more…)
Walking The Talk: Do Your Actions Match Your Words?
Tuesday, November 11th, 2014PricewaterhouseCoopers U.S. chairman Robert Moritz recently discussed the issue of engaging younger employees in an article for Harvard Business Review titled “The U.S. Chairman of PwC on Keeping Millennials Engaged.” While the article contains a number of intriguing insights, one point that stood out from a marketing perspective was (more…)
Are you practicing effective B2E marketing?
Tuesday, January 28th, 2014I heard a term recently that I had never heard before, but that I wish I had come up with: B2E marketing: for “Business to Employee.” Most are familiar with both B2C (business to consumer) and B2B (business to business) marketing and, of course, the concept is the same. This new acronym, though, really hits on a very, very important audience that many businesses overlook. But, while I’ve spoken, written and consulted widely on the important role that employees can play as brand ambassadors, I didn’t coin the term. Darn! That said, (more…)
Don’t Overlook the Value of Internal Communication!
Monday, December 2nd, 2013One of the frequently, and unfortunately, overlooked audiences for many organizations is employees. They are the “first line of defense” for ensuring that your key messages are accurately and energetically conveyed to external audiences. Yet, many organizations fail to effectively enlist employees in these efforts. (more…)
Why Employee Engagement Should Be Part of Your Marketing Mix
Thursday, December 6th, 2012Despite the fact that study after study continues to support the critical role that employees play as ambassadors (or detractors) for the organizations they work for, not all organizations are focused, as they should be, on their staff first. If you’re interested in boosting your marketing, you need to first start inside–with your employees. Seem a bit counter-intuitive? Maybe. But consider that, particularly for (more…)
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