In the last decade, the concept of organizational or company culture has entered the business administration lexicon with force. A way to describe an organization’s collective values, beliefs, and principles, company culture has redefined the way people work together. It’s also redefined the way brands market themselves and their products.
Companies like Google, Facebook, Atlassian, and Mecca Brands consistently use the happiness of their employees as a brand selling point. It personalizes their brands, a process that, especially in the faceless technology industry, is key to getting people to like you. Thanks to the well-publicized work culture of today’s biggest innovators, the way your company and event team works together is on the minds of your potential customers.
At a product launch, experiential campaign, or brand event, brand ambassadors represent your company to numerous current and potential customers. Make sure, then, that your brand ambassadors accurately reflect the strengths of your company culture with these fast tips:
– Go for personality over looks. If you wanted two-dimensional, you would have stuck with print advertising. Being good looking never hurts but, as long as your staff is clean and presentable, it is so much more important for your brand ambassadors to be passionate, engaging, and creative.
Remember, your brand ambassadors don’t just represent your product. They represent your company culture too. Hire a brand representative, then, like you would hire an employee – look for vision and depth first.
– Find the collaborators. Company culture is all about breaking down the rigid norms of dominant corporate culture. While professionalism is still top, a strong sense of hierarchy is no longer a desirable quality in an employer or employee. Companies like Facebook pride themselves on a collaborative company culture that every employee contributes to.
Find the brand ambassadors/event staffing firm that works well with your current marketing team, but isn’t afraid to bring their/its own strengths to the table. Representatives who are authentically invested in your event will work harder to spread your message to potential customers.
– Keep up team spirit. Group energy – basically what you get when you break down company culture into its most basic component – is infectious. At events, potential customers are drawn to an energetic team faster than they are drawn to one charismatic individual.
Make the most of group energy by bolstering the excitement and morale of your brand ambassadors with positive, but honest feedback. For example, update your team when they make progress towards achieving the goals your marketing team has set for the event.
Your target customers want to patronize a specific type of company, whether or not they’re aware of it. Sure, everyone goes into a store with a shopping list and a price point, but many other things influence what we ultimately buy in the store. Marketing is all about drawing out the intangible reasons customers make purchases, including company culture.
Make sure that the company culture that your executives talk about is consistent with what people see at your product launch, experiential campaign, or brand event. For many potential customers, your event will be the first, maybe only, time they make contact with brand representatives. Use the event, then, as an opportunity to brag about how well you treat your employees and to sell your company culture.