Philip O’Brien Creation Media
There is a truism in marketing that in the service industries your people are your most important asset. That a service company is defined by its people. And their passion.
Indeed, one of the main differences between Inbound Marketing and the traditional Outbound Marketing models is the focus on marketing to internal customers or staff rather than the traditional customer.
Anne M. Mulcahy former CEO of Xerox stated,
“Employees are a company’s greatest asset – they’re your competitive advantage. You want to attract and retain the best; provide them with encouragement, stimulus, and make them feel that they are an integral part of the company’s mission”
I was recently part of a fact finding trip to Belfast as part of the Sligo Food Trail . The purpose of the trip was to gain first hand insight into how to build a world class food trail. (Belfast is acknowledged as a leader in this activity).
The tour was led by Caroline of the Belfast Food Tour, a lady of great patience, amazing energy and most importantly pure passion for what she did.
Caroline had left a profession in law to follow her passion, promoting food and beverages, specifically those from Northern Ireland.
Over 5 hours Caroline introduced us to a myriad of producers, suppliers and purveyors, each with a well-defined story, underwritten by new found optimism and genuine love and pride for what they were doing.
Which brings me to the point of this post. Well two actually.
To succeed in any business you must be passionate. If you are you will put your heart and soul into it. This inspires your employees who in turn reflect onto your customers.
I left the Belfast Food Tour with a definite impression that their products and the experience they deliver matters to these people.
I would go back. I would tell others. And they may go.
And if I can see this, then I know that I am getting something which is genuine, loved and has a great story to it.
Seth Godin, one of marketing’s brightest lights and biggest influencers claims that,
“ People do not buy goods and services. They buy relations, stories and magic”
Have you ever had to read a story to a child? Its much easier and more fun when you’re into it. When you have passion and act out the roles rather than reading deadpan.
If you are passionate as a business owner your frontline employees will mirror your passion. By creating a company that employees are proud to be part of, and want to work for, you create a story that appeals to your customers.
Remember people buy people and everyone loves a great story. Put passion at the heart of what you do and you have every chance of success.
Without it? Forget it.
Creation Media are a Marketing & Communications agency. We work with our partners to develop effective brand strategies which reflect the unique personalities of each business. And Yes we are passionate about what we do!
Drop us a line today and say hello firstname.lastname@example.org or contact at 00353 (0)71 91 33484