Marketing communication

How to create a better employer brand

01 Jun, 2020 Internal communication, Marketing communication

Establishing a sound employer brand is a key way to successfully recruit and retain good employees. An employer brand is defined as the perception of the organization as a great place to work by both current and potential employees. Basically, it comprises perceptions of your organization as an employer. An employer branding program includes strategies for enhanced talent attraction, engagement and retention to strengthen the organization’s employer brand. A strong employer brand is an ...

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Capitalize on the psychological power of three in your communication

01 Jun, 2020 Marketing communication, Writing and layout

‘Two’s company, but three’s a crowd’. We have all heard that saying. And it’s true. A few years ago, when we took our 12 year-old daughter (an only child) to a nearby island for a vacation with two of her school friends for a couple of weeks, I discovered for myself that three was one too many. At various times the kids splintered into ‘two against one’ power struggles. It was a big lesson. ...

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Are you overlooking the quality of your customer experience?

01 Jun, 2020 Marketing communication

Why am I seriously thinking of buying a small magnifying glass to put on my key ring? Because the makers of so many products these days seem to think their customers are ants who can read tiny font. It happens all the time: a HP power adapter, a Palmolive shower shampoo container, a medical prescription, and so on, with tiny writing. (I don’t need glasses. I can read normal material quite comfortably with the ...

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People want more of what they can’t get

01 Jun, 2020 Marketing communication, Persuasion, influence, motivation

Highlight potential loss and exclusive information Psychological research repeatedly shows that people put the most value on the things they can’t get. They value things and opportunities that become less available or more exclusive. Loss language motivates people more than an offering of a gain or benefit. Potential losses weigh more heavily than potential gains in the thinking of average people and also of managers in corporations. The lesson for communicators, where you judge ...

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Tips for writing top marketing email subject lines

01 Jun, 2020 Marketing communication, Writing and layout

Email remains the key daily means of electronic communication in workplaces and in many marketing campaigns. Therefore, it is vital to write effective emails whether you have a captive audience such as employees or an external audience such as potential customers. The key element of an effective email is the subject line. In effect, this is the equivalent of a headline in advertising. The experts say the headline is worth 75-80% of the impact ...

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Create your organization’s brand personality for more impact

01 Jun, 2020 Marketing communication

Maintaining a consistent brand presence is vital in the tone and messaging in all customer contacts. This includes direct environments such as retail outlets, events, signage and printed material, and also online environments such as your website, blog, social media channels. Employees are central to this due to their contacts with customers in various ways. My wife Linda and I love travelling, and recently we looked on TripAdvisor and Airbnb for holiday accommodation overseas. ...

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Use PR to help build your employer brand

01 Jun, 2020 Business management, Internal communication, Marketing communication, PR planning, strategy, budgeting

Around the world, employers are finding it harder to attract good staff. One way to keep your organization ‘top of mind’ with potential job candidates is to develop an effective employer brand. Employer brand strategy is a good opportunity for corporate communicators to offer strong input. Employer branding is a framework for defining, managing and communicating about the total employment relationship with current and prospective employees. Another definition: employer branding is the perception of ...

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Six rules for using social media in marketing communication

01 Jun, 2020 Communication campaigns, Marketing communication, Social media

Your social media campaigns need to be planned carefully so you engage with people to focus closely on their interests. Otherwise, you will drive them away. This article outlines 6 rules for engaging successfully with your key audience. It is available to you in a special Kindle collection of 12 top articles on communication campaigns for only $11.99 including tax. Click here to buy.

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Time to get PR more involved in the customer experience

01 Jun, 2020 Marketing communication

If you are a customer like me, almost every time you deal with a big organization, you get frustrated by their poor communication. They communicate badly with you and badly between their own departments, which also affect you directly. Just think of banks, telcos, insurance companies, airlines, or government at any level. This is not just me griping. Recent research found that companies suck at listening to customers. More than 90% of business executives ...

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Dissatisfied customers damage all types of businesses

01 Jun, 2020 Marketing communication

Many people don't give retailers the chance to fix a poor customer experience. Only about 1 in 25 unhappy customers complain directly to the retailer. The rest say nothing. They just stop buying from that outlet. Compounding this problem is the fact that about 13% of unhappy customers will share their complaint with 15 or more people, according to research quoted by Steven MacDonald. It may seem counter-intuitive, but retailers should welcome the irate ...

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