Paul Garrison, Marketingul exponential (exponential marketing) si Romania
Cunoscutul Paul Garrison vine la Strategic anul acesta. Pentru cei ce nu stiu foarte multe, el este cel ce vorbeste pe larg despre marketingul exponential, care plaseaza in centru consumatorul. Lui trebuie sa i se ofere valoare pentru a avea cu adevarat succes ca afacere.
Paul Garrison vorbeste de asemenea despre faptul ca marketingul nu ar trebui sa fie “privilegiul” catorva persoane din cadrul unui departament – persoane care vorbesc pe limba lor, cu termeni specifici. Marketingul este o activitate in care ar trebui sa fie implicati toti angajatii companiei.
<In traducere libera> se revine la ideea ca fiecare angajat este de fapt un purtator de imagine al organizatiei la care lucreaza. Cum angajatii au o viata in afara biroului – in care interactioneaza cu diverse persoane – rude, potentiali clienti, prieteni etc. – este firesc sa se doreasca intotdeauna ca angajatul sa vorbeasca “de bine” compania. Nimic mai adevarat. O situatie intr-adevar ideala – in care angajatii fac o “promovare pozitiva” a institutiei angajatoare.
Daca ma gandesc insa la Romania (si poate nu numai la ea), nu pot sa nu ma intreb insa in cate companii se poate aplica cu adevarat aceasta teorie. Ideea din spatele marketingului exponential este excelenta, insa chiar toti angajatii au de ce sa isi laude angajatorii?
Cred sincer ca inainte de a vorbi despre ce trebuie spus si facut in afara companiei, trebuie sa se porneasca din interior. Sa se cerceteze cu atentie daca angajatii sunt cu adevarat multumiti, daca ceea ce li se promite la angajare se intampla post angajare, daca au salariile trecute oficial in cartea de munca, daca sunt respectati cu adevarat. Dragos Manac vorbeste despre sefi ca aliati. Are perfecta dreptate – asa ar trebui sa fie si toti ar trebui sa incerce sa isi gaseasca aliati atunci cand se angajeaza (iar patronii sa nu se lase schimbati in timp de puterea banilor) – nu sefi care le dau bani si pentru care trebuie sa faca diverse lucruri.
S-a vorbit mult despre evanghelisti – cei ce cred cu adevarat in produsele/serviciile oferite si le promoveaza peste tot – vorbind cu drag despre ceva in care cred cu adevarat. (Detalii gasiti si in lucrarea Reguli pentru revolutionari a lui Guy Kawasaki.) Angajatii ar trebui sa fie astfel de evanghelisti. Insa nu trebuie sa fie conditionati de o carte de munca avuta undeva – ci trebuie sa le placa cu adevarat compania, produsul ori serviciul.
Poate ca nu exista locul perfect de munca. Si nici oameni perfecti. Insa pot exista locuri unde sa te simti cu adevarat foarte bine, sa fii respectat si sa poti cu adevarat sa reusesti sa te dezvolti personal si profesional. Si atunci cu siguranta ca o sa ajungi – fara sa fii “obligat” – sa te implici in marketingul exponential.
Pana atunci insa… ma intreb: Raluca Stroescu (Dumnezeu sa o ierte si sa o odihneasca in pace) ar fi putut oare vorbi de bine compania la care lucra? Si asa revenim la materialul de aici. Poate insa pe viitor vor fi din ce in ce mai putine cazuri de acest fel.
Insemnari similare
De multe ori angajatii isi “vorbesc”frumos firma atunci cand are loc un simpozion,o expozitie,o masa rotunda,o petrecere de sfarsit de an,etc,etc.In rest putini angajati in cercul de prieteni si in familie isi vorbesc de bine compania la care lucreaza.Sunt total nemultumiti, caci se lucreaza in ritm dracesc,colegii nu-ti zambesc cand le adresezi o poanta,se ascund in fata hartiilor pe care le au de rezolvat,salariul este mic fata de munca depusa,nu ai clipe de odihna si un concediu linistit(iti este frica sa pleci,caci nu sti ce se intampla in lipsa ta)Vine pauza de pranz.O ora in care poti sa faci ce vrei.Asa ar fi ideal.Sa poti traversa artera unde se afla firma si sa servesti nu singur ci impreuna cu colegii un pranz adecvat muncii prestate la un restaurant curat si linistit,iar dupa, sa mai stati la o sueta spunandu-va planurile de sfarsit de saptamana.Se intampla asa ceva?Nu.Doar la cateva firme sau companii de renume.In rest nimeni din conducerea firmei nu este interesat de viata angajatilor,de gandurile si idealurile lor.Sunt tratati ca niste sclavi pe plantatie in care dau totul pentru un pumn de bani.Am citit articolul lui Dragos Manac,excelent,are mare dreptate in tot ce spune,asa ar trebui sa fie,dar uneori lucrurile nu stau chiar asa.Sunt sefi care nu doresc in colectiv una sau mai multe persoane(poate cele mai bune)si acest lucru se simte,starea de incordare pluteste in departament.Nimeni nu face nimic sa indrepte lucrurile.Seful trage pe cei buni si creaza o stare de tensiune numai ca sa-i tina pe subordonati intr-o stare de maxima iritabilitate.Dupa mine acestia sunt oamenii care ar trebui sa dispara.Seful trebuie sa fie liantul,elementul de calm,de voie buna,de mediere a conflictelor.Sa cunoasca toate problemele subordonatilor si sa incerce sa le rezolve toate offurile asa incat in departament sa se lucreze cu zambetul pe buze.De ziua fiecaruia sa se organizeze o mica intrunire de 30 minute in care sa fie felicitati,pupati si apoi la treaba.Asa cred ca s-ar lucra mult mai eficient si mai legat de interesele firmei.Putin mai multa atentie fiecarui angajat cred ca nu strica niciodata,iar Bossul cel mare cel pe care angajatii nu-l vad decat f.f.rar sau nici nu il cunosc ar trebui sa treaca macar o data pe trimestru in fiecare compartiment pentru a asculta direct de la sursa, doleantele angajatilor.Numai asa fiecare angajat va ajunge sa fie un purtator de imagine al locului de munca,al firmei unde isi desfasoara activitatea si fiecare va face un marketing de nota 10,chiar daca nu are pregatire in domeniu.
As zice si eu ceva, dar vad ca au disparut subit comentariile de pe dragosh.bloghost si presupun ca asa o sa se intample si p’aci …
Nu stiu ce s-a intamplat pe blogul lui Dragos, insa de aici nu dispar comentariile 🙂 (decat daca sunt spam) – asa ca astept si varianta mai lunga de comentariu.
PS: intr-un post de ieri, 30 aprilie, Dragos Manac explica de ce nu mai sunt comentarii la el pe blog. (Recunosc ca imi pare rau ca a ajuns sa fie nevoit sa ia o astfel de masura, dar il inteleg mai bine decat mi-as dori.)
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