Giving marketing a rebrand


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Positive Momentum article explaining how marketers can raise their profile, credibility and effectiveness

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Giving marketing a rebrand

  1. 1. Quick Tips EngagementGiving marketing a rebrandHow marketers can raise their profile, credibility and effectiveness1 Fight the fluff Marketers need to be better at managing the magpie within themselves and others. Make a focused, objective and dispassionate Marketing is too fluffy and doesn’t add any real value to the assessment before leaping in. Yes be curious. Absolutely be alert to business. Sound familiar? Has your marketing function been changing trends. But always be asking ‘how will this improve the referred to as the ‘brochure and brolly’ team? The colouring-in customer experience’. department? I’ve heard all of these and worse, so why do marketers attract this perception? To help, build an informal, cross-functional group from sales, A common trap is that some marketing people focus on marketing and operations so that you can draw upon the wider outputs that matter to the marketing team rather than experience in the business when a shiny new thing comes along. outcomes that matter to the business. Who has ever won a Get them to help you define at least three ways in which it will piece of new business because the logo is exactly 7mm measurably improve the customer experience. The harder you find away from the top right of the brochure? Or grown market this, the easier the decision not to jump on. share purely thanks to the consistency of the secondary colour palette in PowerPoint decks? Your customers don’t 3 Trash the tower notice or care about this stuff, so why should you? Marketers are sometimes perceived as living in an Ivory Tower. According to Wikipedia, this is a place "where intellectuals engage As experts in brand management, isn’t it time we applied in pursuits that are disconnected from the practical concerns of this knowledge to develop our personal brand and reposition everyday life". that of our profession, rather than obsessing over minutiae that purely serves to reinforce the stereotype? Sometimes we are worthy of the label ‘ivory tower’ because we have become internally focused and disconnected from the customer. Begin with becoming obsessively curious about the wider Sometimes workload and organisational politics conspire to make it business performance and how marketing can drive or harder than it should be to spend more time with front line staff and influence it. Celebrate new customer wins within your team customers, but how else will we get to hear firsthand accounts of and make sure every one of them understands the key how our products and services solve (or cause) customer problems? financials. Make a public commitment to link your team’s So when was the last time you heard the customers voice outputs to directly driving these business outcomes. at firsthand?2 Manage the magpie I mean truly firsthand, not sitting through a 72 slide debrief on wave 58 of the latest customer satisfaction survey (showing a 3% Some are afflicted by the desire for the latest shiny new improvement from wave 57 but with a +/- 5% margin of error!). thing, whether its the latest technology gadget, social media Commit to spending at least half a day a week listening to your platform or marketing technique. With advances in customers. Go on visits with sales, listen to customer calls in the technology disrupting many traditional business models, service centre, read this months customer complaints. Yes, formal theres no doubt its an incredibly exciting time to be in surveys have a role but I guarantee that if you trash the tower and business, never mind marketing. reconnect with everyday life in your customer’s world, you will learn Yet for many, this excitement causes a common sense more actionable insights to improve their experience. bypass! Some are blinded by the brightness of the new thing, whilst others jump onto the me too bandwagon to seek the reassurance that if other/bigger/more interesting Steve has a 15 year marketing career spanning brands are doing something, so should we. the IT, Financial Services and Professional Services sectors. He has held a number of senior management positions at Barclays Bank, RBS and BDO LLP. He is a Chartered Marketer and Fellow of The Chartered Institute of Marketing. Now a partner with Positive Momentum Ltd, Steve combines extraordinary marketing, client service Steve Revill and business development experience with aEnergy Engagement Edge passion for lifelong personal development.Contact us to find out how we can help or call direct at +44 (0) 7921 083517.We look forward to hearing from you.t +44 (0)1462 423 375 e w© 2011 Positive Momentum Limited. This material may not be reproduced in any way without the written permission of Positive Momentum Limited