How's Your 'Other' Audience?
by Terri Eyden on
By Jack LaRue
You're excited! Stoked! Charged! Geeked! You're about to launch a new marketing campaign or sales offering and you really like it. You've tested it on a couple of prospects, maybe some current customers, and it's resonating really well. You think you've hit a home run.
Before you crack open the champagne, you need to think about how the campaign will be received by your other audience: your staff. While they may not buy your products, it's very important they understand and buy into your marketing efforts.
Often, your staff will be taking your message to your customers and your prospects. And they're almost certainly the ones who will be delivering (or not delivering) on the promises that your marketing campaign makes. So you'll want to take some concrete steps to make sure they get it.
Explain why you're launching the campaign. Go into specifics about what you're trying to sell and what you expect the results to be. If possible, keep your team updated on its progress. This can do a lot to encourage buy in and make your staff feel like they have a stake in the outcome.
Explain how the campaign benefits your staff. If you have a dedicated sales team, a good marketing campaign is just about the best tool they could hope for. It makes their job easier by giving them a prepackaged and well thought out way to talk about your company with customers. But you need to make sure they understand the message, and make sure their sales pitch works in tandem with it.
Explain the messaging. A good marketing campaign shouldn't require a great deal of explanation. Still, you want to make absolutely sure that everyone on your staff has a detailed understanding of your campaign's messaging. The better they understand the promises that are being made, the better they'll be able to deliver on them.
Use the campaign messaging in your own office. Put some brochures around. Put a copy of the print ad in the break room. Use the radio spot as your on-hold music. These are great ways to get more mileage out of the campaign by repurposing it. It will build morale and remind your employees of the need to deliver on the campaign's promises day in and day out.
If your sales team or staff isn't enthusiastic about your new offering, it can put a damper on the how the message is received. But excitement is contagious. And if you take the time to build enthusiasm and buy in among your staff and your sales team, you'll greatly improve the odds of hitting a home run.
- Be the Firm across the Street: We Fix $6 Haircuts
- Internet Marketing Tips: A Marketing Consultant's Perspective
About the author:
Jack LaRue is the senior vice president, myPay Solutions, at Thomson Reuters Tax & Accounting.
You may like these other stories...
Expense reports are a fact of life for any business that sends employees to visit clients, other offices, or trade conferences. While most employees are honest and abide by corporate rules, there are enough dishonest ones to...
OECD calls for coordinated fight against corporate tax avoidanceDavid Jolly of the New York Times reported that dozens of countries with the most advanced economies have agreed on principles for concrete action to prevent...
AgFeed agrees to pay $18 million to settle SEC accounting fraud caseMichael Rapoport of the Wall Street Journal reported on Monday that AgFeed Industries Inc. has agreed to pay $18 million to settle US Securities and...
Upcoming CPE Webinars
In this jam-packed presentation Excel expert David Ringstrom, CPA will give you a crash-course in creating spreadsheet-based dashboards. A dashboard condenses large amounts of data into a compact space, yet enables the end user to easily drill down into details when warranted.
This webcast will include discussions of important issues in SSARS No. 19 and the current status of proposed changes by the Accounting and Review Services Committee in these statements.
Amber Setter will show the value of leadership assessments as tools for individual and organizational leadership development initiatives.
Many Excel users have a love-hate relationship with workbook links. For the uninitiated, workbook links allow you to connect one Microsoft Excel spreadsheet to other spreadsheets, Word documents, databases, and even web pages.