Working as a marketer for an Indian organization has some unique advantages. First you are the rare cool guy who is admired for your overall knowledge about technology, gadgets, etc. Second you are also referred as the lucky guy who gets to interact with all beautiful agency people. But somehow the admiration or fascination for / about marketer or the marketing team stops here. Nowadays everyone is so engulfed in fitting their to-do list in accordance with their KRAs that most of us have stopped thinking about how we can add value to the organization beyond our KRAs. Well, certainly, a marketer can certainly participate in discussion related to network (sales), a sales guy can have valuable inputs about distribution model (logistics), while an operations guy can share his thoughts about team management with the HR guys & so on. In same sense everybody in an organization can be a marketer or rather try & be that.
Today, how you present is your product offering is as important as the product itself. It’s no longer enough that you offer a quality product / service and leave rest to your good karma. You must promote it well. And even sometimes that is not enough as there is strong competition that may have deeper pockets. So what you can do? In such situation you also must market your organization well in order to gain trust of your customers. And can you leave this just to your marketing team? Or rather should you? Need of the hour is – every employee should consider himself / herself as a marketer or rather ambassador promoting his organization.
It’s of paramount importance that an organization maintains positivity in & around it & the product offerings & it’s not that you can make a positive statement about your product / organization only through the advertisements, website or POS & PR materials. An e-mail containing link to latest product recognition or campaign from production manager to supplier is equally important to a Facebook post on official fan page. (One could argue that there could be no comparison of likes / shares of Facebook page to email seen by handful of guys. But what if these guys share this in their communities or social networks? Would not getting such un-paid visibility would an ultimate dream of a marketer?) Everyone must try and be the messenger of organization such that they are passing the positive signals and sharing the success stories with external world and just not leave this to paid PR. Every interaction of an employee with outside world, every communication he / she sends out is a possible avenue for building your brand. While one don’t need to start shooting videos about how happy the employees are how excellent the manufacturing facilities are & upload them on YouTube – everyone knows the truth behind such things. But important aspect is to imbibe the culture where everyone actually understand the vision & road-map of organization & are really motivated to share that with rest of the world.
Would you bet on the horse whose jockey has just told you that he is not sure if the horse is ready for the race?