My recent post on How Marketers Sabotage Themselves raised the issue that marketers need to engage all employees who deliver on the brand, including those outside the Marketing Department.
To get employee buy-in, we need to break out of our silos and strengthen marketing’s relationship with employees; i.e., we need to do a better job of marketing “Marketing” within the firm. Here are a few ways we can accomplish this.
- Participate in new employee orientation to explain how every employee has an important role in delivering the brand promise. If someone from Marketing is unable to attend, educate whoever is in charge of orientation to share this message.
- Host a real or virtual "Open House" so non-marketing co-workers can get acquainted with Marketing and its resources. Invite key people from other departments to your staff meetings to learn what Marketing is doing and vice-versa.
- Share general marketing information info to let others know what's happening in the marketplace, such as consumer/customer trends, competitive analysis, customer satisfaction results, etc.
- Find ways to effectively recognize employees who positively deliver on the brand promise; e.g., "Brand Champions" or "Marketing Heroes."
I’ll have more on this topic in my next post, so stay tuned …