winning hearts and minds: advocacy, motivation

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winning hearts and minds advocacy, motivation
customer services
the power of personal branding kathy
ennis senior adviser department of knowledge
information
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session outline

• context
• advocacy
• marketing
• basic principles
• personal branding
• the art of marketing yourself

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marketingthe basic principleswith special
thanks to louisa myatt
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what is marketing? (1)

• marketing is the management process responsible
  for identifying, anticipating and satisfying
  customer requirements profitably.
• Chartered Institute of Marketing

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what is marketing? (2)
the art and science of choosing target markets
and getting, keeping and growing customers
through creating, delivering and communicating
superior customer value. Philip Kotler
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what is marketing? (3)

• . the aim of marketing is to make selling
  unnecessary, to know and understand the customer
  so well that the product or service fits him and
  it sells itself. Ideally marketing should result
  in a customer that is ready to buy. All that
  should be needed then is to make the product or
  service available.
• Peter Drucker

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marketing is

• the management of the 7 Ps
• product (or service)
• price
• place
• promotion
• people
• process
• physical evidence
• in the right mix to meet customer needs,
  profitably (or with perceived value for money)

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product
The development of products or services to meet
customer needs
the Biro the worlds first practical ballpoint
pen invented by Laszlo Jozsef Biro in 1943
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price
making the product or service available at the
right price
the Model-T Ford went on sale in October 1908 for
950. 15.5 million cars sold
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place
making the product or service accessible to
customers
marketing channel for a Mars chocolate bar
Manufacturer
Wholesaler
Retailer
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promotion

• making the customer aware of the product or
  services existence and its benefits to them

the worlds best known brand
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people

• the quality of the customer service provided and
  the attitude and behaviour of staff

known for excellent customer service uses it to
differentiate itself from its competitors
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processes

• the ease of purchasing products and using
• services

amazon is focused on making the process of
selecting and buying products as easy as possible
one of the reasons its so successful
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physical evidence

• adding creditability to intangible services so
  that customers are reassured about their quality

Hong Kong and Shanghai bank built in 1986,
designed by Norman Foster
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promotional techniques

• promotional literature
• advertising
• events
• sales promotion
• public relations
• e-marketing / websites

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• tea

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personal brandingthe art of marketing yourself
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what is branding?

• in marketing terms branding is the image
  created in the minds of people when they see or
  hear a name, a product or a logo

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what is personal branding?

• personal branding borrows the marketing concept
  to shape the perceptions and expectations people
  have of you
• personal branding is about recognising your
  personal and professional values
• who you are
• what you stand for
• what you can contribute

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exercise

• carrier bags

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impression management

• Erving Goffman the presentation of self in
  everyday life (1959)
• a process by which people in social situations
  manage the setting and their dress, words and
  gestures to correspond to the impressions they
  are trying to make or the image they are trying
  to project

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??????
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first impressions the 93 rule
55 appearance body language
38 tone, pitch pace of your voice
7 what you say
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at work

• 90 of the impression you give of being capable
  is based on perception
• 30 - presentation of work
• 30 - presentation of self
• 30 - being seen to be doing a good job
• doing a good job accounts for 10 of the
  impression you give

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exercise

• the brand of your organisation

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a personal marketing mix

• the personal marketing Ps
• product
• price
• place
• packaging
• perception
• promotion
• and the USP

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product

• your personality
• your temperament
• your values
• what motivates you
• the things you are good at
• the things you are bad at
• your reputation

• the product is you

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price

• the price is the market value for what you do

• do you know what others doing the same job as you
  are earning?
• are there differences?
• why are there differences?

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place

• the place is where you work, who you work with
  and who you work for

• is there a match or a miss-match between your
  values and the values of your organisation?
• a set of matching values often ensures a happier
  working environment

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packaging

• the packaging is how you express your personality
  through your appearance

• people make snap decisions on what they see, and
  often cling to these decisions even when we have
  done our best to convince them otherwise

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perception

• the perception is the judgement others make of
  you

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promotion

• the promotion is the awareness raising that you
  undertake

• to ensure that people know
• who you are
• what you do
• what you stand for

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USP

• what do you have that others do not have?
• what makes you unique?
• qualifications
• skills
• experience
• knowledge
• publications
• contacts
• or the fact that there is only one of you with a
  particular skill-set in an organisation

• the USP is what makes you special

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promotional techniques

• personal marketing
• networking
• internal
• external
• professional involvement
• writing
• reports
• articles
• books
• blogging
• speaking

• marketing
• public relations
• sales promotion
• promotional literature
• advertising
• e-marketing/websites
• events

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exercise

• what is your personal marketing message?

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questions?
For more information contact Kathy Ennis e
kathy.ennis_at_cilip.org.uk t 020 7255 0500