Sit down and think about all the interactions people have with your brand before, during and post your value exchange.
Now at each point – are you communicating your message as you would like it?
(Let’s be honest unless you have done this exercise before it isn’t.)
Now modify in light of the bigger picture.
This simple exercise can completely change how you interact with customers.
I read this short piece on the NzHerald a few weeks back about Airport Security.
“He went through security and then boarded his plane. After being seated he could smell petrol. He knew you shouldn’t be able to smell petrol on a plane, because planes don’t use petrol. The smell got worse and eventually he got the attention of one of the flight attendants. They started to look around to see where it was coming from. They found in the overhead compartment a chainsaw in a bag that was leaking petrol into the compartment. His plane was delayed as the owner was identified and the chainsaw removed and put with the main luggage. The owner of the chainsaw said security had stopped him but had let him through because it wasn’t one of the things on their list to confiscate.”
It says a lot to employees when top management rob them of the discretion to think for themselves.
They tend to do just go through the motions.
Marketing is in every interaction, even internally.