Tip:
Highlight text to annotate it
X
Hello there, I’m Jim Glover, That Branding Guy, for Once a Day Marketing. It’s Recon
Thursday and we’re going to wrap up our series on the 7Ps Process by looking at the
external process of how your customers engage your company.
How do you look into your external marketing process? Well, I recommend you start by pretending
you are a customer of your company. What do they go through when they are seeking out
your product and buying your product? What is that experience? You want to make sure
that they enjoy that process, that when they decide they are going to buy your product
that every touchpoint along the way makes them feel even better about engaging your
company.
You look at how they are seeking the information about your company and how is that experience.
How are they actually engaging your company to buy your product? Again, how is that experience?
And then what about the follow-up? You want to make sure that after they have purchased
the product they are happy with the product or, if they are not happy with the product,
you give them every opportunity to interact with you to exchange that product, to refund
that product or to share with you some information so that you can improve your process in the
future.
Your goal is to ensure that the customer has a great experience at every touchpoint with
your company. Let’s start first with the branding. Is their perception of your brand
what you want it to be? If not, you need to do some branding to start changing and aligning
that brand image with the brand identity.
Through your communications, whether it be direct, your messaging, your traditional marketing
or your indirect or social media or inbound marketing. That information out there, is
it creating a desire for these customer to engage your business and it’s another thing
to take a look at.
Next, you want to look at the actual physical process and the experience the customer is
having when they are trying to buy your product, whether they are calling you on the phone,
whether they are looking at your website, whether they are coming to your office, whether
you are going to their office, whether they are stopping by your store. At every touchpoint
again you really want to make sure that they really feel good about that engagement. Because,
that experience enhances the brand perception in their mind and increases the likelihood
of them buying your product or service.
You didn’t know it but I am taking you from a marketing and branding person into a process
engineer. But that’s ok, working with process is key to the success of marketing and branding
anyway. So, at least by looking at both the internal and external process you are able
to control the direction that your company is going and you’re able to support the
marketing and branding efforts in ways that makes sense. And the feedback you are getting
from your customers and the feedback that people within your organization are sharing
with you with respect to the implementation of your marketing and branding plan. That
way you can always review and refine and then start another process of marketing and branding.
That’s Recon Thursday, be sure to join us tomorrow for Digital Friday. If you need some
brand support, please contact me to discuss a one on one service engagement. You can find
my contact information at the end of this video. I am Jim Glover, That Branding Guy,
for Once a Day Marketing and we will see you next time.