Having the right values and attitudes as part of an enterprise culture putted in place is a competitive advantage, I mean the more aligned and reinforced you have them ,the better your outcome. But going one step further, just taking one of them or a mixed as a core characteristic and theme culture of your business, can make a slight more difference and market yourself better.
For example, you could try to be the helpful business in your area,to have the kindest frontstaff of your business type,…I think when having a good material or inmaterial asset ,you can always take it one extra mile to maximize your benefit and the benefit of your customers. And it can be a powerful tool to leverage other less strong areas of your overall set of skills/assets.
And those are areas that are not prime marketing strategies, well it were not in the past. Marketing normally was promoting the main typical benefits in the eye of the guests, but in today´s markets and with the competition level, any kind of strenght of your business can make a difference in the eyes of the customers.
Today, the consumers are bombed and exposed to a huge amount of marketing messages everyday. And our attention to them are getting down as these marketing and media information goes up, marketing gets everywere in today´s world. For that reason is more difficult to get the attention of the consumers.
A theme culture is a kind of inhouse direct marketing, you can show it everyday , in every transaction. And the ROI of it I think it´s clear in terms of internal and external customers.
An example of that is the service theme culture that we ´ve seen growing up these years. Now , marketing for the greatest customer service will not put you apart, you have to go already for more specific attributes to get your customer´s attention. In the same terms maybe we ´re going to talk about the customer experience theme culture, we´ll have to break the theme down into something more clear and specific, if we want to market our business into the world of experiences.
In all the cases, and as a marketing ancient rule, we have to walk the talk to make these strategies work. We can orchestrate the customer journey according to our theme culture, and reinforce it all the way in the customer eyes.
