branding –a love story · [email protected] +44(0)20 7855 0614. title: branding...
TRANSCRIPT
Branding – A Love Story Laura Gowthorpe, Marketing Director, Broadbean EMEA
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Once upon a time…(4 weeks ago)
About Broadbean
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Question:Does it matter?
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UKSales£6.3bn
15-20%wontrefer
Wewanttoleverage60%thatarewinnablebut
notactivelyreferring
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Answer:Yes it does.
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*Source:McKinsey:TheConsumerDecisionJourney,McKinseyQuarterly2009
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“I’ve never worked anywhere with so much engagement in company social activity”
“I’ve never worked anywhere friendlier, it’s what gets me up in the morning”
“We work with Broadbean because we know we’ll work with cheerful fun characters, underpinned by a professional service delivered by people who know what they’re talking about”
“There’s real engagement from management with the wider business, you really feel like they care about you”
“There’s so many lifers!”
“Innovation is central to what we do, and that’s really reflected in our opportunities for personal development and progression in the business”
“Selling the product is made easier because clients love the culture and want to work with us ”
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Back to basics… Clarity of business goals, brand identity and strategy
Replicate goals, brand identity and strategy in recruitment process
Replicate goals, brand identity and strategy in marketing activity Authenticity of
communication (internal and external)
Investment in content creation
Actionable opportunities for staff to live the brand
Enabling/rewarding staff for content amplification
So where do we go from here?
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SocialReferral
We’venoticedthatemployeesaredrivenbytheanticipationofapotentialreward.Bymakingtheserewardsmoreobtainableitdrivesengagement.AndwiththatahigherROI.
Weoffer2waystoreward:1. Microrewardsforloyalty2. Microrewardforcertainactions
Engage your employees with small rewards
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Stuff to remember
• Employeesareapowerfulmarketingtool• Aclearorganisationalmessageandstrategyiscritical• Messagemustbemirroredinmarketingandrecruitmentprocesses
• Brandmessagemustbeactionableforemployees• Investmentincontentcreationiscritical• Butinvestmentincontentamplificationstrategieswillbeevenmoreimportant
• Buildmomentumthroughcollectiveenergy
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