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HR Supporting Role in

Marketing Strategies

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What If What Next™

© 2013 Howard Oliver, What If What Next™

All rights reserved. No part of this presentation may be reproduced

or transmitted in an from, by any means [electronic, photocopying,

recording or otherwise] without written permission of the publisher.

For more information contact: Howard Oliver, CEO, What If What

Next, 416-568-5254, holiver@whatifwhatnext.com

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Outcomes & Agenda

The Challenge of Great Marketing

Marketing Planning Inputs

Agile Marketing

Branding

Marketing Mix

Reputation Management

Internal HR Marketing Campaign Rules of Thumb

Gain a Seat at the Table

Online Advertising

98% distrust web information: too much, self-

promotional, slow loading, outdated information.

Source: Harris Interactive4

What CEO’s Think

5Source: Fournaise Marketing Group Survey

Investments are Rising

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Tools without Strategic Focus

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6 Ingredients of Great Marketing

• Transparent

• Authentic

• Generous

• Fun

• Empathetic

• Exceptional

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9

Planning

BI

Range

Of

Uncertainties

Timing

Planning

Process

Best

Opportunity

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Agile Marketing

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Marketing Planning

• Market Environment

• Market Analyses

• Go-to-Market Posture

• Marketing Mix Implementation

– Product

– Pricing

– Promotion

– Distribution

– People

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Identify Driving Forces in Macro

Environment

Macro Environment:

• Societal Developments

• Economic Developments

• Political Developments

• Technological Developments

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Identify Focal Issues

or Decisions

Who is the community?

• What preferences, biases, and history do they

bring to the table?

• What is most valued about your organizations

today?

• What is least valued?

• What are your two core values?

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People Remember Stories

• 10% What they hear

• 15% What they see

• 80% What they experience

Stories have great impact because they engage the power of imagination. We extrapolate from stories –great characters, plot and ideas, and infer bigger, more comprehensive fact sets. Customers and Investors Buy

the Brand Around

Your Core Competencies

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What Is A Brand?

Perceptions and images representing a company, product or service.

Beyond name, logo, or tag line, a brand expresses the essence or promise of what

will be delivered or experienced.

Brands are generally developed over time through:

- Real-life experiences using our services, our brand’s most important element

- Interactions with a company and its representatives

- Recommendations and referrals from customers and contacts

- Consistent messaging from marketing communications and advertisements

Why our brand is important to us:

- Brands enable customers to easily identify our value proposition

- Provides an umbrella for many offerings

- Provides tremendous economic leverage

- Strategic advantage in generating market awareness

• Competitive analysis

• How current brand expands our strategic future

• Seek customer input

• Creation of branding options– New name and tagline

– Extension of existing name and tag

• Internal consensus building

• Legal searches/trade-marking

• Management decision

Branding Process

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People in the Marketing Mix

• Attract and retain the best and the brightest

• Learning

• Compensation

• Performance management

• Reputation management

• Organizational development

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Reputation Management

Reputation management is the link between HR and

marketing:

• Stimulating positive perceptions that employees

have of their psychological contract (in terms of

commitment, security, career opportunity, pay

and employability)

• Being an employer of choice

• Creating an employment proposition

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Internal HR Marketing Campaign

Rules of Thumb

Adapt to the new ‘social era’ of internal marketing:

Appeal to the heart

Clear call to action

Engage versus tell

Answer 3 questions:

What do I want people to think?

What do I want people to feel?

What do I want people to do?

Engage marketing planning process with goals, measures

and segmentation

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Internal HR Marketing Campaign

Rules of Thumb

Create a compelling and clearly articulated

vision of the end game for themselves

and the company

Reinforce brief messaging with the

correct 2-way media

Provide information

Equip them with skills

Provide the tools

Reward and recognition (either formal or informal)

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Parameters for a Marketing

Communications Plan

MARCOMM

Branding

Print & Media advertising

Printed marketing pieces

Social Media

PR

Inspired Writing

Media Monitoring

Business Intelligence

Results

Revenue

Media Coverage

Hits

Attract Investors

Build Partners

Develop Vertical Markets

Enhance Brand

Enhance Customer Loyalty

Gain Media Attention

Generate Leads

Generate Prospects

1 KPIs2 Community Scenarios3 Media Targets

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Gain a Seat at the Table

Write HR In!

“They laughed at Joan of Arc, but she went right ahead and built it.”

Gracie Allen