Marketing FM 2: Marketing FM Inside the Organisation Lucy Jeynes Larch Consulting BIFM ANNUAL...

Marketing FM 2:Marketing FM Inside the Organisation

Lucy JeynesLarch Consulting

BIFM ANNUAL CONFERENCEOxford 2007

BIFM ANNUAL CONFERENCE Oxford 2007

• Plan Your Campaign – Why you might need a marketing campaign– What do you need to communicate?

• Know Your Audience– Existing and new customers– Their current level of awareness and knowledge– Segmentation

• Choose Your Media• F.A.B.

Planning Your Campaign


• To tell customers about your service (advertising, information)– Like: NHS Direct

• To introduce new services (product launch)– Like: Greenbee

• To re-position (change people’s views and opinions about you)– Like: McDonalds

• To show that you are doing a good job (demonstrate good value for money) – Like: NSPCC

Why a Marketing Campaign?


• NHS Direct– This is the service we provide, use us in these situations, keep this

number by your phone

• Greenbee– You already know and trust the John Lewis brand and price

promise – now we provide lots of new financial and insurance services too, including…..

• McDonalds– We listened to what you said and we’ve changed - give us another

try and make your own mind up

• NSPCC– We’ve worked hard all year on our campaign to stop child cruelty –

here’s what we’ve achieved

The Key Messages


• Existing customers vs. new customers – (Greenbee began with existing John Lewis, Waitrose and Ocado

customers)

• How much do they already know? – (NHS Direct has been established for some time but awareness

and usage needs to be improved)

• What do they already think? – (McDonalds needs to turn around significant negative opinions in

several areas)

• Segmentation – (NSPCC’s Full Stop campaign needs to communicate with donors,

children, parents/carers, careworkers, teachers and the public)

Knowing Your Audience


• How does your audience like to receive information?• What is the best way to communicate your message?• You will need to address each segment separately

– NHS Direct – everything/not sure?– Greenbee – probably in the post?– McDonalds – mass media, TV, radio?– NSPCC – school packs, stickers, websites?

Choosing Your Media


Some Choices

• Intranet• Magazine/newsletter• Posters• Management reports• User groups• Postcards• Text/SMS

• Annual Report• Email• Noticeboards• Phone• Face to face visits• Stickers• Others?


• FAB = Features, Advantages & Benefits• (“sell the sizzle, not the sausage”)• The Washing-Machine illustration:

– Feature – 1600 rpm spin speed– Advantage – clothes have less water in them at the end of

the cycle– Benefit – don’t have to fill your flat up with a big airer of

clothes that hang round drying for days

• Effective communication focuses on the Benefits

F.A.B.


• Feature– We handle over 25 internal moves every year

• Advantage– You can leave it to us, because we are really experienced at

doing this

• Benefit – You will not have to give up valuable time or get hassled

sorting out your departmental moves

An FM Illustration


Be an expert marketeer

• Use your knowledge as a consumer of advertising and marketing to know what can be effective

• Think about how to get the attention of your audience• Highlight your achievements (remembering FAB)• Try and tell a story, or include some Fascinating

Facts

• Always have in mind that we want to move them from thinking of us as a “cost” to thinking of us as a “value-add”


A Positive Message

Office RomanceThe Accounts Payable team moved from the 2nd to the 5th floor in February - without losing any work time.The FM team handled all elements of planning, packing and the move itself (overnight 14-15 Feb), and it all went like clockwork. Let us know when you’re planning a change - we’re your in-house experts, handling a move like this at least once a fortnight. But we do it so smoothly you might not even notice us! Dee Brown, Head of Accounts Payable said “I’d like to thank the FM team for giving up their Valentine’s Day plans to handle our move at rather short notice. They did a super job and I’ve given them all a bottle of pink bubbly each - to share with their someone special”.

Marketing FM 2: Marketing FM Inside the Organisation Lucy Jeynes Larch Consulting BIFM ANNUAL...

Documents

Transcript of Marketing FM 2: Marketing FM Inside the Organisation Lucy Jeynes Larch Consulting BIFM ANNUAL...