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Everything is Marketing Michael Shuster. You are (probably) your own Marketing department. Sales, Advertising, Communications, Marketing. Sales , Advertising, Communications, Marketing. Actively encouraging a transactional relationship Longer term process - Business Development.
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Everything is Marketing Michael Shuster
Sales, Advertising, Communications, Marketing Actively encouraging a transactional relationship Longer term process - Business Development
Sales, Advertising, Communications, Marketing Buy opportunities to tell people about yourself
Sales, Advertising, Communications, Marketing Tell people what is happening or seek to influence
Sales, Advertising, Communications, Marketing Product, place, pricing, research, analysis, insight, etc
Sales, Advertising, Communications, Marketing Presentation and promotion your branding … your brochures & literature … your website … your social media … your merchandise … your roller banners … your exhibition stands … your emails … your memberships … your sponsorships and associations … your vehicles … etc … All the public facing, awareness generating aspects of your business
Sales, Advertising, Communications, Marketing The objectives of which are to remind people that you exist and to encourage them to think favourably about you. This is perception … kind of
True perception is formed by … your actions … your inactions … your attitudes and behaviours … your ability to organise … your communications … your decisions … your attention to detail … how you rectify errors … whether or not you get involved … whether you look busy … etc
Perceptions are formed, and held, by … existing clients … prospective clients … unknown prospective clients … stakeholders … staff and colleagues … communities … general audiences And they change.
Assessment Criteria What would somebody looking in from the outside think?
Small stuff but cumulative impact - Reputation Each person you come into contact with keeps a little running tally. Can be affected (positively or negatively) by just one element (doesn’t have to be current).
Helps or hinders Sales, Advertising, Communications, Marketing Continuous opportunity for reinvention
Your mindset Do you think this (activity / event / detail) is important enough to pay attention to? Bilateral Trade Mission Junior Exhibition Visitors800th shop
How to build favourable perception? treat everyone with deference
How to build favourable perception? treat everyone with deference … keep your promises and manage expectations
How to build favourable perception? treat everyone with deference … keep your promises and manage expectations … respond quickly
How to build favourable perception? treat everyone with deference … keep your promises and manage expectations … respond quickly … proofread
How to build favourable perception? treat everyone with deference … keep your promises and manage expectations … respond quickly … proofread … look the part
How to build favourable perception? treat everyone with deference … keep your promises and manage expectations … respond quickly … proofread … look the part … get a large, high resolution logo
How to build favourable perception? treat everyone with deference … keep your promises and manage expectations … respond quickly … proofread … look the part … get a large, high resolution logo … and professional portrait photos
How to build favourable perception? treat everyone with deference … keep your promises and manage expectations … respond quickly … proofread … look the part … get a large, high resolution logo … and professional portrait photos … write a standard 50 word and 100 word overview to your business
How to build favourable perception? treat everyone with deference … keep your promises and manage expectations … respond quickly … proofread … look the part … get a large, high resolution logo … and professional portrait photos … write a standard 50 word and 100 word overview to your business … give a good presentation
How to build favourable perception? treat everyone with deference … keep your promises and manage expectations … respond quickly … proofread … look the part … get a large, high resolution logo … and professional portrait photos … write a standard 50 word and 100 word overview to your business … give a good presentation … be super organised
How to build favourable perception? treat everyone with deference … keep your promises and manage expectations … respond quickly … proofread … look the part … get a large, high resolution logo … and professional portrait photos … write a standard 50 word and 100 word overview to your business … give a good presentation … be super organised … accept others’ challenges as your own
Negative perception isn’t always fair but it is probably right
Favourable perception is earned over time and provides a strong foundation for everything that you do … and everything that you want to do.
In a business with staff, the held perception of the company is determined both individually and the sum total of every employee’s interactions.
Everything contributes to how you are perceived Perception underpins all aspects of Marketing. Therefore Everything is Marketing. Have a great 2019.