The power of marketing from the inside out!

dotsOne of the intriguing things about being a consultant is that I often have the opportunity to connect the dots in tantalizingly new ways. Taking a step back, I look inside myself for a moment, and often, I learn something I did not expect to see. That’s always pretty darn exhilarating.

Seems I have been working with a couple of clients in very different product and customer spaces–but I now see a common thread that has emerged around workforce empowerment and driving employee behavior. Well, tomes have been written on human behavior, you might say. But I’ve got an angle.

Ghost Stories

Back to my headline. Lately, I have been completely fascinated with this concept of developing marketing strategies for companies from the inside out. That is, making your employees your best recruiters and your most potent marketers. Fortify them with everything they need to communicate your message. I am currently ghostwriting a blog for successful small business consultant/coach, and he talks at length about the importance of empowering entrepreneurs and their employees. He says they are much more than task purveyors, and thinking about what drives them (on the inside) is essential.  There was super article on LinkedIn last month about this very topic–seeing your employees as talent/brand ambassadors.  Key elements include:

  • Training your entire workforce
  • Engaging them in the process
  • Recognizing/Validating
  • Measuring
  • Rewarding/Validating
  • Repeat . . . and did I say recognizing and rewarding?

 Field Notes

The other client is a major retail consumer brand deploying a complex, matrixed, supply-chain, customer-management system. How are these the same, you ask? Well, this initiative requires a gigantic shift in workforce behavior and technology process adoption. The front line is the “cash register” of the company, and that impacts every single employee. Seamless execution requires a well-oiled communication machine that empowers and engages the entire operation in action and accountability–from the inside out.  So . .  . from a communication perspective, I’m thinking the bullet points required are very similar to what I’ve listed above.

Think of every employee is a virtual “internal-preneur,” invested in the company’s positive outcome, no matter what the challenge. Our job is to create this program with the artful orchestration of social media, email, blogging, video, karaoke, and many other appealing participation opportunities.

Something to consider. . .

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