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.
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