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Insider marketing - Wayne Turner
 

Insider marketing - Wayne Turner

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    Insider marketing - Wayne Turner Insider marketing - Wayne Turner Presentation Transcript

    • © Copyright 2013 CBB the not4profit peopleCBB Community Consulting
    • © Copyright 2013 CBB the not4profit people© Copyright 2013 CBB the not4profit people NFP “social enterprise” that assists NPF organisations buildcapacity and capability to achieve their goals and serviceoutcomes. www.cbb.com.au Two primary divisions: CBB Salary Packaging CBB Community Consulting Community Development Community development grants Consulting services
    • © Copyright 2013 CBB the not4profit people© Copyright 2013 CBB the not4profit people General Manager CBB Consulting CBB – 4½ years Owned and operated several management consulting businesses Mentor of theYear awarded by EDI Recipient of Sir Thomas Playford Award for Innovation MBA BA Acc Executive roles in Health and Education sectors Senior Manager in an international consulting firm All spheres of Government, Public Companies, SMEs, and NGO/NFPorganisations
    • © Copyright 2013 CBB the not4profit people© Copyright 2013 CBB the not4profit people What’s happening in the NFP sector - impressions Can we continue /grow/shrink our service level? Increased consumer choice Focus on attracting and keeping business Funding Uncertainty How do we grow or sustain our business Commonwealth budget position implications Will our grant/contacted service funding shrink?
    • © Copyright 2013 CBB the not4profit people© Copyright 2013 CBB the not4profit people How does your organisation react? Stress Impact on culture Impact on leadership Driver for a resilient organisation
    • © Copyright 2013 CBB the not4profit people© Copyright 2013 CBB the not4profit peopleImportanceof brandAttractingand keepingbusinessInternalMarketingBranding: It is the image of your organisation as a “great place to be, towork, to associate with” in the minds of current employees and keystakeholders in the external market (clients, customers and otherstakeholders and potential employees)
    • © Copyright 2013 CBB the not4profit people© Copyright 2013 CBB the not4profit people Image Walking theTalk Strategic PlacementInternalised marketing strategies to employees will increase theeffectiveness of an organisation’s branding strategies
    • © Copyright 2013 CBB the not4profit people© Copyright 2013 CBB the not4profit peopleIt is essential to market the brand internally tothe organisation’s employees, as wellexternally.
    • © Copyright 2013 CBB the not4profit people© Copyright 2013 CBB the not4profit peopleHow does brand evolve? Personal and professional values Systems and Structures Leadership style Publicity Competition Skills and ServicesAlignment of brand and values
    • © Copyright 2013 CBB the not4profit people© Copyright 2013 CBB the not4profit peopleThe governing values Determine the manner in which the organisation conductsits business as it goes about achieving its vision Enables separate individuals and groups to agree onappropriate forms of interaction and decision making Helps to provide a cohesive identity for the diverseindividuals and groups throughout the organisationEngage employees in the marketing strategies and branding exercises
    • © Copyright 2013 CBB the not4profit people© Copyright 2013 CBB the not4profit people Level of formality / bureaucracy Individual or team bias Level of status or hierarchy Level of emphasis on the customer Attitudes to mistakes or problem solving Level of emphasis on risk taking and experimentation Level of interest on individual needs or feelings Level of emphasis on continual learning
    • © Copyright 2013 CBB the not4profit people© Copyright 2013 CBB the not4profit peopleOverarchingGroup / TeamEmployee
    • © Copyright 2013 CBB the not4profit people© Copyright 2013 CBB the not4profit peopleLevel 3: Values - Ideals(Clear and concise , behaviourally defined?)Level 2: Conformity – Group Norms(Systems and structures, recruitment,performance management, forms and processes)Level 1: Self-centred – Reward/Punishment(Rewards, behaviours, feedback)
    • © Copyright 2013 CBB the not4profit people© Copyright 2013 CBB the not4profit peopleLevel 3: Values - Ideals(Clear and concise , behaviourally defined?)Level 2: Conformity – Group Norms(Systems and structures, recruitment,performance management, forms and processes)Level 1: Self-centred – Reward/Punishment(Rewards, behaviours, feedback)Overarching
    • © Copyright 2013 CBB the not4profit people© Copyright 2013 CBB the not4profit peopleLevel 3: Values - Ideals(Clear and concise , behaviourally defined?)Level 2: Conformity – Group Norms(Systems and structures, recruitment,performance management, forms and processes)Level 1: Self-centred – Reward/Punishment(Rewards, behaviours, feedback)OverarchingGroup / Team
    • © Copyright 2013 CBB the not4profit people© Copyright 2013 CBB the not4profit peopleLevel 3: Values - Ideals(Clear and concise , behaviourally defined?)Level 2: Conformity – Group Norms(Systems and structures, recruitment,performance management, forms and processes)Level 1: Self-centred – Reward/Punishment(Rewards, behaviours, feedback)OverarchingGroup / TeamEmployee
    • © Copyright 2013 CBB the not4profit people© Copyright 2013 CBB the not4profit peopleWhyHowWhat
    • © Copyright 2013 CBB the not4profit people© Copyright 2013 CBB the not4profit people Recognises the three elements required to enable anorganisation to operate at its highest ability It provides a basis for understanding the way in which peopleinteract with each other and with organisations and brands,particularly in the formation of cultures and communities
    • © Copyright 2013 CBB the not4profit people© Copyright 2013 CBB the not4profit people The single purpose, cause or belief that serves as the unifying, drivingand inspiring force for organisations [or individuals] For an organisation, theWhy inspires the products, services, marketing,culture, hiring profile and partnerships the organisation makes orperforms For an individual, theWhy guides the ideal such as finding a job you love,maintaining friends you trust and buying the brands to which you’remost loyalLinking the ideals of the individual to the aspirations of the organisation isbringing values, branding and culture together for both the organisationand individuals = insider marketing
    • © Copyright 2013 CBB the not4profit people© Copyright 2013 CBB the not4profit people The guiding principles or actions an organisation [or individual] takes tobring to life theWhy Hows - are actions to be performed Strategies
    • © Copyright 2013 CBB the not4profit people© Copyright 2013 CBB the not4profit people The results of actions taken to bring theWhy to life Everything tangible that an organisation says or does. Everything outsiders can see, hear or experience, e.g. products, services,partnerships, marketing, etc. Tactics
    • © Copyright 2013 CBB the not4profit people© Copyright 2013 CBB the not4profit peopleWhyHowWhat
    • © Copyright 2013 CBB the not4profit people© Copyright 2013 CBB the not4profit peopleInsidermarketingExternalmarketingBrandValuesCultureStrategy andtactics
    • © Copyright 2013 CBB the not4profit people© Copyright 2013 CBB the not4profit people Identify where you are now Identify what needs to be addressed Get the framework in place Address relevant elements Question the base line to branding = culture Adopt an experiential approach
    • © Copyright 2013 CBB the not4profit people© Copyright 2013 CBB the not4profit people Create actions that align with outcomes desired throughthe preferred culture/values/brand Positively focus people on these experiences - leads todifferent perceptions being formed Reflect on the values involved Actively involve people in further decisions which createother outcomes desired for the culture/values/brand
    • © Copyright 2013 CBB the not4profit people© Copyright 2013 CBB the not4profit peopleShared understanding of brand /values/culture result from Actions and behaviours Plan and implement actions that lead to outcomes desired for thebrand/values /culture New Expectations Show events that are supportive of the brand/values /culture Perceptions People form perceptions about experiences resulting from these actions Impact on the brand/values /culture Communicate and reinforce desired changes associated with the perceptionsformed Decisions Involve people in decisions that lead to further actions
    • © Copyright 2013 CBB the not4profit people© Copyright 2013 CBB the not4profit peopleSuccessful organisational branding cannot bepurely aspirational it must also be built onwhat the organisation is capable ofdelivering.
    • © Copyright 2013 CBB the not4profit people© Copyright 2013 CBB the not4profit people Lean Management Clear expression of vision/engagement of employees Authentic Leadership A clear vision from the organisation’s senior leaders asto who they are and who they wish to be Adaptive Leadership An articulation of the brand Employee Commitment Feedback, from a broad cross-section of currentemployees
    • © Copyright 2013 CBB the not4profit people© Copyright 2013 CBB the not4profit people Increased employee retention Increased level of staff engagement Minimised loss of talent Increased willingness of staff to commit their“discretionary effort” to the organisation Increased interest in wanting to join your organisation Be employer of choice
    • © Copyright 2013 CBB the not4profit people© Copyright 2013 CBB the not4profit people