Insider marketing - Wayne Turner
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Transcript of Insider marketing - Wayne Turner
© Copyright 2013 CBB the not4profit people
CBB Community Consulting
© Copyright 2013 CBB the not4profit people © Copyright 2013 CBB the not4profit people
NFP “social enterprise” that assists NPF organisations build capacity and capability to achieve their goals and service outcomes.
www.cbb.com.au Two primary divisions:
CBB Salary Packaging
CBB Community Consulting
Community Development Community development grants
Consulting services
© Copyright 2013 CBB the not4profit people © Copyright 2013 CBB the not4profit people
General Manager CBB Consulting
CBB – 4½ years
Owned and operated several management consulting businesses
Mentor of the Year awarded by EDI
Recipient of Sir Thomas Playford Award for Innovation
MBA
BA Acc
Executive roles in Health and Education sectors
Senior Manager in an international consulting firm
All spheres of Government, Public Companies, SMEs, and NGO/NFP organisations
© Copyright 2013 CBB the not4profit people © Copyright 2013 CBB the not4profit people
What’s happening in the NFP sector - impressions
Can we continue /grow/shrink our service level?
Increased consumer choice
Focus on attracting and keeping business
Funding Uncertainty
How do we grow or sustain our business
Commonwealth budget position implications
Will our grant/contacted service funding shrink?
© Copyright 2013 CBB the not4profit people © Copyright 2013 CBB the not4profit people
How does your organisation react?
Stress
Impact on culture
Impact on leadership
Driver for a resilient organisation
© Copyright 2013 CBB the not4profit people © Copyright 2013 CBB the not4profit people
Importance of brand
Attracting and keeping
business
Internal Marketing
Branding: It is the image of your organisation as a “great place to be, to work, to associate with” in the minds of current employees and key stakeholders in the external market (clients, customers and other stakeholders and potential employees)
© Copyright 2013 CBB the not4profit people © Copyright 2013 CBB the not4profit people
Image
Walking the Talk
Strategic Placement
Internalised marketing strategies to employees will increase the
effectiveness of an organisation’s branding strategies
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It is essential to market the brand internally to the organisation’s employees, as well externally.
© Copyright 2013 CBB the not4profit people © Copyright 2013 CBB the not4profit people
How does brand evolve?
Personal and professional values
Systems and Structures
Leadership style
Publicity
Competition
Skills and Services
Alignment of brand and values
© Copyright 2013 CBB the not4profit people © Copyright 2013 CBB the not4profit people
The governing values
Determine the manner in which the organisation conducts
its business as it goes about achieving its vision
Enables separate individuals and groups to agree on
appropriate forms of interaction and decision making
Helps to provide a cohesive identity for the diverse
individuals and groups throughout the organisation
Engage employees in the marketing strategies and branding exercises
© Copyright 2013 CBB the not4profit people © Copyright 2013 CBB the not4profit people
Level of formality / bureaucracy
Individual or team bias
Level of status or hierarchy
Level of emphasis on the customer
Attitudes to mistakes or problem solving
Level of emphasis on risk taking and experimentation
Level of interest on individual needs or feelings
Level of emphasis on continual learning
© Copyright 2013 CBB the not4profit people © Copyright 2013 CBB the not4profit people
Overarching
Group / Team
Employee
© Copyright 2013 CBB the not4profit people © Copyright 2013 CBB the not4profit people
Level 3: Values - Ideals
(Clear and concise , behaviourally defined?)
Level 2: Conformity – Group Norms
(Systems and structures, recruitment, performance management, forms and processes)
Level 1: Self-centred – Reward/Punishment
(Rewards, behaviours, feedback)
© Copyright 2013 CBB the not4profit people © Copyright 2013 CBB the not4profit people
Level 3: Values - Ideals
(Clear and concise , behaviourally defined?)
Level 2: Conformity – Group Norms
(Systems and structures, recruitment, performance management, forms and processes)
Level 1: Self-centred – Reward/Punishment
(Rewards, behaviours, feedback)
Overarching
© Copyright 2013 CBB the not4profit people © Copyright 2013 CBB the not4profit people
Level 3: Values - Ideals
(Clear and concise , behaviourally defined?)
Level 2: Conformity – Group Norms
(Systems and structures, recruitment, performance management, forms and processes)
Level 1: Self-centred – Reward/Punishment
(Rewards, behaviours, feedback)
Overarching
Group / Team
© Copyright 2013 CBB the not4profit people © Copyright 2013 CBB the not4profit people
Level 3: Values - Ideals
(Clear and concise , behaviourally defined?)
Level 2: Conformity – Group Norms
(Systems and structures, recruitment, performance management, forms and processes)
Level 1: Self-centred – Reward/Punishment
(Rewards, behaviours, feedback)
Overarching
Group / Team
Employee
© Copyright 2013 CBB the not4profit people © Copyright 2013 CBB the not4profit people
Why
How
What
© Copyright 2013 CBB the not4profit people © Copyright 2013 CBB the not4profit people
Recognises the three elements required to enable an organisation to operate at its highest ability
It provides a basis for understanding the way in which people interact with each other and with organisations and brands, particularly in the formation of cultures and communities
© Copyright 2013 CBB the not4profit people © Copyright 2013 CBB the not4profit people
The single purpose, cause or belief that serves as the unifying, driving
and inspiring force for organisations [or individuals]
For an organisation, the Why inspires the products, services, marketing,
culture, hiring profile and partnerships the organisation makes or
performs
For an individual, the Why guides the ideal such as finding a job you love,
maintaining friends you trust and buying the brands to which you’re
most loyal
Linking the ideals of the individual to the aspirations of the organisation is bringing values, branding and culture together for both the organisation and individuals = insider marketing
© Copyright 2013 CBB the not4profit people © Copyright 2013 CBB the not4profit people
The guiding principles or actions an organisation [or individual] takes to
bring to life the Why
Hows - are actions to be performed
Strategies
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The results of actions taken to bring the Why to life
Everything tangible that an organisation says or does.
Everything outsiders can see, hear or experience, e.g. products, services,
partnerships, marketing, etc.
Tactics
© Copyright 2013 CBB the not4profit people © Copyright 2013 CBB the not4profit people
Why
How
What
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Insider marketing
External marketing
Brand
Values
Culture
Strategy and tactics
© Copyright 2013 CBB the not4profit people © Copyright 2013 CBB the not4profit people
Identify where you are now Identify what needs to be addressed Get the framework in place Address relevant elements Question the base line to branding = culture Adopt an experiential approach
© Copyright 2013 CBB the not4profit people © Copyright 2013 CBB the not4profit people
Create actions that align with outcomes desired through
the preferred culture/values/brand
Positively focus people on these experiences - leads to
different perceptions being formed
Reflect on the values involved
Actively involve people in further decisions which create
other outcomes desired for the culture/values/brand
© Copyright 2013 CBB the not4profit people © Copyright 2013 CBB the not4profit people
Shared understanding of brand /values/culture result from
Actions and behaviours
Plan and implement actions that lead to outcomes desired for the brand/values /culture
New Expectations
Show events that are supportive of the brand/values /culture
Perceptions
People form perceptions about experiences resulting from these actions
Impact on the brand/values /culture
Communicate and reinforce desired changes associated with the perceptions formed
Decisions
Involve people in decisions that lead to further actions
© Copyright 2013 CBB the not4profit people © Copyright 2013 CBB the not4profit people
Successful organisational branding cannot be
purely aspirational it must also be built on what the organisation is capable of
delivering.
© Copyright 2013 CBB the not4profit people © Copyright 2013 CBB the not4profit people
Lean Management Clear expression of vision/engagement of employees
Authentic Leadership A clear vision from the organisation’s senior leaders as
to who they are and who they wish to be Adaptive Leadership
An articulation of the brand Employee Commitment
Feedback, from a broad cross-section of current employees
© Copyright 2013 CBB the not4profit people © Copyright 2013 CBB the not4profit people
Increased employee retention
Increased level of staff engagement
Minimised loss of talent
Increased willingness of staff to commit their
“discretionary effort” to the organisation
Increased interest in wanting to join your organisation
Be employer of choice
© Copyright 2013 CBB the not4profit people © Copyright 2013 CBB the not4profit people