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Marketing Study Lab - Actionable Marketing Knowledge


Hello, I’m the Lego Master of Marketing! 

Odd statement to start a profile, but go with it, it’ll make sense.

You know when you have loads of Lego all over the floor and it just looks like one big pile of nothingness. Not only does it look a mess, it’s a pain when you stand on it.

I take these bricks and start to make sense of how they all fit together.

If your marketing feels like a pile of painful Lego, let’s chat and get those building blocks fitting together: peter@marketingstudylab.co.uk

Why is this an issue?

The biggest problem facing todays marketing departments is the severe lack of qualified marketers, which usually happens by accident.

It’s not your fault, this usually happens by accident.

Perhaps there was an immediate need to design a website or create some literature and you needed someone to coordinate this – before you know it, Mark is the new marketing department.

Maybe your business has experienced some rapid growth, expanded and was looking to promote within or Andrea from customer service fancied her hand at marketing and is now in charge of all corporate comms.

Or perhaps your competition is way too active on social media and you feel you need to be present on this platform as well. Get Hayley to post ‘stuff’ – she’s young enough to understand how to do this. 

You get the idea!

These circumstances lead to 100s of hours of wasted time and money by focusing on the short-term tactics rather than a long-term strategic approach that will make a difference.

Even worse than this, the misplaced management of employees creates missed business opportunities, leaving money on the table that many didn't even know was there!

Hello, I’m Peter!
I can help with this.

I’ve been there, seen Marketing Departments churning out worthless tactical marketing communications that do nothing but damage a company’s reputation, wasting peoples time and reducing, not building long-term brand value.

I specialise in training programmes that will alter the mind-set of lost / forgotten / unqualified marketer's, by developing the skills needed to confidently create successful, long-term marketing strategies that generate business opportunities.

How is this done? Tell me, tell me now!

Quite simply by removing the pain points and problems than many marketers face as they haven’t had the training or been given the opportunity to develop their marketing skills through;

Strategic Marketing Planning
Professional Marketing Qualifications
Marketing Training Days
Mentoring
Tutoring

Any business that is not benefiting from the opportunities marketing will create is missing out MASSIVELY! The chances are that the marketing tactics that are being deployed focus on pushing the wrong messages of ‘Buy. This. Now’ to the wrong people (who don’t even care you exist), creating minimal awareness and even less success.

Positioning a company through a strategic marketing approach, not only carves out a point of difference for a company to differentiate themselves from the competition, but creates a unique proposition within the marketplace that highlights the problems it helps to fix for those that care enough to seek out this solution. Moving a company from a wasteful and unwanted push strategy to one that creates value where customers will actively gravitate towards this value proposition.

This changes your marketing and the marketing department from being viewed as a cost centre that haemorrhages money, to the department that creates value and saves money in the long-term.

And here’s a little bit of social proof for you:

‘It is refreshing to see someone with a passion for the profession producing such valuable content for others to learn from.’

‘He was genuine and very honest in his approach and it was a pleasure working through this with Peter. An ‘out of the box’ thinker, he enabled me to consider different approaches'.

Happy Marketing
Peter

www.marketingstudylab.co.uk

I would love to get your feedback on how I can improve the podcast or what you would like to hear in forthcoming episodes so either leave a comment or contact me directly - peter@marketingstudylab.co.uk

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Sep 4, 2018

Employer Branding is probably one of those Marketing topic that can be forgotten about as we focus on the external and turning prospects into clients and customers, but it is integral to an organisations success.

If not implemented correctly, if at all, it can actually hinder not only the progression and growth of a company financially but also diminish opportunities to attracted the best talent in the future.

So who better to show us the path to successful Employer Branding than Kim Kunze, who had a dream to one day work for Siemens and you know what, she does, as part of the Employer Branding and Social Innovations team, but I’ll let Kim explain more of that wonderful insight into dreaming big!

Takeaways

- Every company uses employer brand regardless of if it being given the care and attention it clearly needs or not. It is everything and everywhere, both online and offline and some may say this is just another word for reputation, but it goes further than that and communicates the identity of the brand – its culture, values and beliefs.

- Employer Value Proposition, EVP for short – is the terminology for who we are as an employer and what the we stands for – notice how I didn't use ‘the company’ there as listening to Kim it is obvious that a successful employer brand is more about the ‘we’ than the ‘company’, which considers the outside as well as inside perspective being - Attractive, true, credible, distinctive and sustainable, which then goes on to form the underlying messages of the communications strategy. But make sure that this EVP is resonating with your audience…. Unless you’ll end up with values attributed to one man…. Santa!

- Kim explained that VR is being used to show what it is like to work for Siemens via their Siemens 360 degrees app (links are in the show notes). Now I know I’m not a huge fan of this technology… yet, this is a great interactive way of engaging with the next generation workforce and being at the forefront of such technology puts the Siemens brand in a different place or viewed differently than it would be if it wasn't using or at least trying new technologies.

And using VR as well in such an inventive way by simply using it to highlight that Siemens is more than just ‘washing machines’ – it’s robots, the London Underground and space - sign me up!

Happy Marketing Everyone!
Peter
www.marketingstudylab.co.uk
www.linkedin.com/company/marketing-study-lab/
www.facebook.com/marketingstudylab/
https://twitter.com/mktstudylab
(@mktstudylab)

Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License

Links
Kim Kunze: https://www.linkedin.com/in/kim-kunze-3b76b5b/
Siemens: https://www.siemens.com/uk/en/home.html
Siemens 360°:
https://itunes.apple.com/gb/app/siemens-360/id1226530343?mt=8
https://play.google.com/store/apps/details?id=com.siemens.futuremakers&hl=en_GB

Books:
Reinventing Organisations - Frederic Laloux:https://amzn.to/2t81yxb

Theory:
Holacracy:https://www.holacracy.org