Promo - April 2008 - (Page S19) The New Alignment Marketing and HR departments have long been siloed, but progressive companies recognize the growing body of research showing that there are direct links between satisfied, engaged employees and customer satisfaction, retention rates and profitability. Perception plays a big part when consumers make their buying decisions. That’s why companies need a strong, positive brand image. So what role should each department play? That’s easy. Sales and marketing folks are the “promise makers,” and non-sales and all support employees are the “promise keepers.” “External and internal goals and motivation have to be in alignment,” says Rick Blabolil, president, Marketing Innovators International and president of IMA. “That’s how we ensure that we’re keeping the promises that we make to our customers. Too often, the returns on investment for these programs are looked at independently. They should be looked at together.” He adds: “On the consumer side, we’re paying more and more attention to one-to-one marketing. Now, we’re starting to also talk to employees as individuals. We make sure that our promises to consumers are kept by reaching our employees. Today, it’s not so much B-to-B or consumer marketing; it’s marketing to the individual.” Gallup research has shown that good experiences with counter people make fast food customers five to six times more likely to return, and good experiences with airline personnel make customers up to 18 times more like to use that airline again, says Michelle Smith, vice president, business development for O.C. Tanner and president of the Forum for People Performance Management and Measurement. “The question is, will you be one of the first brand managers to reach across the aisle to HR and other departments to make sure that employees are supporting the brand messages in your promotions?” she adds. “Brand loyalty and equity are definitely C-level priorities now, so helping to align the brand externally and internally is also a ticket into your executive suite.” EMPLOYEES CUSTOMERS DEALERS PATIENTS REPS CLIENTS ANYONE With the SUBWAY®CARD! Give these great benefits: • A convenient way to pay – reloadable and reusable • Good at more than 23,000 SUBWAY® restaurants across the US and Canada • NO expiration dates, declining balances or service fees EVER Manage your account at www.mysubwaycard.com. Check card balance, view use/purchase history, reload additional funds, set up auto-reload all online! SUBWAY® Card Sales 888-445-9239 ext 1314 ©2008 Doctor’s Associates Inc. SUBWAY® is a registered trademark of Doctor’s Associates Inc. The SUBWAY® CARD is valid at participating SUBWAY® restaurants only. Card pictured is a generic representation and not the actual card that will be received. SPECIAL ADVERTISING SUPPLEMENT S 19 http://www.mysubwaycard.com http://www.mysubwaycard.com
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