Light Their Fire
Using Internal Marketing to Ignite Employee Performance and Wow your CustomersBook - 2005
Write a brilliant business plan, ignore employees, and watch the plan tank. Or, involve employees, infuse them with loyalty, and watch results skyrocket Companies spend millions of dollars devising ingenious marketing campaigns to sell their products to customers. But when it comes to one of their most important customers - employees - management slaps up a bulletin board, sends out a newsletter, and thinks employees are sold on the brand promise. No wonder employees don't get it right. Light Their Fire is a handy, tested guide that demonstrates how an engaging and carefully honed internal marketing plan can convert employees into company fanatics who will generate financial rewards. When companies apply straightforward marketing techniques to their own employees, they often find the effort can produce substantial bottom-line results. The authors stress that such a companywide effort requires top-level support and the smart use of communications tools. Light Their Fire packs a wallop, providing all the tools you need: step-by-step directions, checklists, forms, and assessment tools that will help senior executives, brand managers, and entrepreneurs create such a plan. marketing yields some very positive side effects - improved employee retention, stronger individual performance, better teamwork, and more effective overall communications. Specific chapters in Light Their Fire focus on: The importance of creating an internal strategy; Understanding how internal marketing can improve employee retention; Integrating words and graphics to create a memorable and distinctive internal brand image; Tactics for communicating the messages, including print, video, electronic media, and face-to-face meetings; Examples of recognition and rewards to reinforce success, and measuring results with surveys, research, focus groups, and customer feedback vehicles; The book has a lighthearted and conversational tone, with plenty of examples, real-life perspectives, and a few good laughs. From Benjamin Franklin's baseball career to the perennial husband-wife argument about communication, stories portray an academic subject in an entertaining way that everyone can relate to. range of industries - from hospitals to restaurant chains to financial services firms. These successes - and disasters - stories illustrate how an internal marketing program, intelligently designed and well run, can generate fantastic employee performance, remarkable sales, and diehard customers who just keep coming back.
Publisher: Chicago : Dearborn Trade Pub., c2005.
Characteristics: xvii, 252 p. :,ill. ;,24 cm.