How often are people surprised by how many services or products your organization provides? Has someone ever asked “What do you do?” and when you give your quick synopsis, he or she says, “Wow, I didn’t know your company did all that.”
We always hear about branding and content marketing, but I think half the battle is making sure everyone is aware of all the pieces that make up your company.
Take Scioto Mile, the subject of this month’s Uniquely Columbus, where a misconception exists about the extent of the mile.
“When you say Scioto Mile right now, I think people immediately think of Bicentennial Park, and probably the Promenade or part of the Promenade — the part that’s focused right there between two of the downtown bridges,” says Karen Wiser, program and festival director of the Scioto Mile and the Jazz & Rib Fest.
The Scioto Mile — which, as its name suggests, is a mile long — encompasses at lot more than that central hub of activity, such as the Cultural Arts Center, the North Bank Park and the Scioto Audubon Park.
Get the word out
It takes time to have a product or service become part of the public’s consciousness. But just like when you try to learn something new, repetition is key.
There are varying opinions about whether people need to hear something seven, 10 or 20 times to remember.
What they can agree on is that people remember what they do most of all, followed by what they see and then what they hear. So if you’re trying to get the word out about a product or service you offer, it’s important to make sure you’re spreading the word visually with videos and photos.
But beyond that, you need to tell everyone. Cross-promote across your organization to existing customers. Post information around the office where clients might see it.
Instruct all your employees, even if they aren’t in sales, that they should mention your product or service when they talk to friends, family or prospective customers.
Just keep mentioning it, until it’s no longer a surprise.
Marketing is more than a department
As the leader — and often the face — of the company, marketing is part of your job description. It’s something you should work on daily, weekly and monthly, and it’s too important to leave to the marketing department.
“Because the purpose of business is to create a customer, the business enterprise has two — and only two — basic functions: marketing and innovation. Marketing is the distinguishing, unique function of the business,” according to a famous quote by management consultant Peter Drucker.
Every member of your executive team should be acting as a marketer. If that’s not something that they are comfortable with, then provide them training.
What your company sells shouldn’t be a surprise. Your customers — who may not have identified themselves yet — need to understand everything you offer in order to make truly informed decisions.
