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Hello. What is your most important target audience? If your company is larger than a sole proprietorship, employees should be your top priority audience. You're probably saying, "Harry, what are you smoking? Customers are clearly more important to my financial success." I hope to disabuse you of that notion in this month's Think. Let's get started. Cordially, Harry Hoover harry@hoover-ink.com P.S. Feel free to forward this to a friend. |
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Great Employees = Passionate Consumers Companies spend millions of dollars each year identifying their brand, and then communicating their brand promise through various media. Employees are the primary "media" in the majority of brand contacts. Raise your hand if you think a majority of your employees understand your brand promise well enough to live it and articulate it clearly. Gallup research of 300,000 businesses indicates that 75% to 80% of your people are achieving much less and feeling far less enthusiastic about their work than they could be. If all your employees were "fully engaged," Gallup says your customers would be 70% more loyal, your turnover would drop by 70%, and your profits would jump 40%. The research also found that consumers who felt fast food restaurant employees did a great job were five to six times more likely to come back to that brand. At banks where employees stood out, the customer was six to 20 times more likely to continue the relationship. Additionally, great employees also tend to engender "passionate" customers. For example, customers who praised store-level associates were 16 times more likely to be passionate about the retailer's brand. My analogy is this: drop a pebble into a pond and the largest splash occurs at the point of contact and then radiates outward in circles. The point of contact, from a branding perspective, is inside your company. Get employees on board from an emotional perspective and they carry their passion out to the next circle: customers. Passionate customers carry it beyond to prospects through word-of-mouth. Communicate your brand position with your employees, and unleash some passionate financial results. Read more about employee passion. |
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33 Reasons To Do A News Release Last time, we talked about the newsworthy occasions happening at your company. I wanted to expand upon on that a little and give you a list of 33 reasons that might call for a news release. First of all, news releases typically will not get you major editorial coverage. For this, you must do proactive one-to-one media relations. What a release will do is get you coverage in set features like business notes, and new personnel columns. It also is a good way to let allies, employees and customers know what you are doing. For these purposes, post releases on the company website, send out by e-mail, or distribute by one of the services like PR Newswire or Business Wire. Before you use the list below, please promise me you'll visit this website for a very good overview of media relations tactics. OK, I'll take your word for it. Now, click here for the list. |
