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Three In-House Marketing Strategies for Any Business

Updated:2013-04-27 10:34:38
When the Fidelitas Development team works with clients, we find that they often overlook one of their most valuable assets: In-House Marketing Opportunities.
When Fidelitas begins to work with a new client, we immediately take inventory of the client’s brand assets and opportunities for immediate improvement, so as to better retain the leads and customers that our future work together will generate. After all, what’s the point of investing in the generation of new leads and customers if a business isn’t set up to keep them?

Before looking outward towards mass media, online marketing, and guerilla tactics, a brand should look inward first. Here are three in-house marketing solutions for developing a brand’s in-house marketing assets:

1.    The Staff: Each employee is in and of themselves, a marketing opportunity. While it’s obvious that a corporation’s sales team or a restaurant’s wait staff make lasting impressions on behalf of the brands that employ them, other employees, from the receptionist or cook to the janitor, each play a critical marketing role for the organization.
 
The receptionist, often an office visitor’s first and final impression of the organization, can do an organization a great service or great harm. The cook’s attention to detail and ceaseless pursuit of perfection in each dish maintains product quality, setting the stage for growth through word of mouth in a positive manner. A hair in the soup, however, can ruin a restaurant’s reputation long after the cook has been replaced. A janitor’s ability to maintain a penchant for cleanliness and to dole out warm greetings when others pass by reflects greatly on the entire company.

The key when it comes to turning the staff into a marketing asset is to sell them on the vision of the company and the role that they play.

2.    Print Collateral: Businesses should take advantage of the materials that customers leave with. If every customer gets a receipt, why not staple a coupon for their next visit to the receipt? One of Fidelitas’ automotive repair clients places a mirror hanger in each car. If a product comes with an instruction manual, why not include a three month warranty extension if the customer likes the company’s Facebook page? A restaurant’s to-go material should be branded with a logo, website, and phone number- remind the customers where they had that great meal.

Make sure to take notice of each and every opportunity to engage your customers and prospects with your brand.

3.    Exceed Expectations: The easiest way to generate buzz around a business is to exceed expectations, positive or negative. In the interest of generating positive referrals from customers, businesses should look for ways to exceed expectations when it comes to timeliness, product or service quality, and the overall customer experience.
 
Don’t just put out a pot of coffee, put out a Keurig machine or a harder to find organic blend. Instead of thanking a customer for their purchase, carry the bags out to their car. Send them a greeting on their birthday and holidays. Do something to Stand Out and give them a reason to talk about their experience.
None of these strategies cost much to implement, but can make a world of difference for a business. By controlling and enhancing the customer and client experience, the business is positioned to maximize the value of its in-house marketing assets before it spends any time on other marketing methods.

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