Foreword:
When the awareness of all employees is highly unified, it is also a higher level of internal marketing.
In-house employee marketing is not only a product or brand recommendation behavior, but is more likely to develop the effect of brand maintenance and management. It is not uncommon for company employees to follow the example of maintaining behavior on the Internet. If employees are loyal to the company, employees may rise from the referral function to the public relations function. Each of them will be the public relations ambassador of the company.
When communicating with consumers, he will appreciate the brand. When the corporate brand is attacked or damaged, he will express his opinion as an internal employee and may maintain his own business. In fact, the public relations function in the supermarket industry. The performance is particularly prominent. The smiles of employees are all about public relations, because their behavior is to represent the image of supermarkets or shopping malls, and the language of communication with consumers, which is a brand interpretation or expression of the company. .
For example, for me, there are more business trips, more trains, and a new understanding of the sales behavior on the train. The conductor pushes the trolley and sells a variety of goods in various compartments, including lunches, drinks, cooked foods, dried fruits, fruits, toys, and other handicrafts, etc., with a wide variety of names. There are surely real marketing actions, and there must be “wealth†that we have not found.
The author is very touched, all members participate, "the line is better than words." The sales on the train - after my exploration and understanding, it is indeed the participation of all the members, belonging to the three productions of the iron boss, all the conductors will push the trolley "on-site service" without interruption, really down to the front line.
In fact, in our travel industry - "full staff marketing" is applicable to both large and small companies. The operation is simple and not complicated, but the key is whether it can persist. The development of “all-person marketing†is a process from passive to active, from unconscious to conscious. Tourism enterprises must “strictly and unremittingly†and do not flow in form. Otherwise, marketing of all employees will only be a slogan! To do a good job in marketing, I recommend that companies do the following:
1. Establish a marketing concept for all employees. The marketing concept of all employees is very important, and each division must establish employees from the concept. It is necessary to continue to publicize in the usual regular meetings, so that employees must be "full-time marketing" from psychological to practical actions. For example, the travel agency's internal staff can also build a blog to promote their own travel agency's lines and tidbits photos, do not need to learn a lot of travel expertise, but if you link each blog post and pictures to the company's website link, stick to it There will be no small gains.
2. Standardize and enrich the “all-people marketing†project. The content of all-person marketing may be just a concept at the beginning, and there is not much substantive content. However, after the concept is established, the content of all marketing will be continuously enriched and improved. For our tourist attractions, the telephone The operator is doing telemarketing. The waiter is doing service marketing. The network maintainer is doing network marketing. In the end, the company becomes a marketing unit with strong fighting power.
3. Improve the professionalism of employees. To do any work, you must first become a professional before you can succeed. For all employees involved in the marketing of all employees, it is also necessary to become a professional, and will also succeed in such a marketing battle. As a tourism company employee, the professional knowledge that needs to be mastered includes the following aspects: First, the product aspect, whether it is the employees of the business department or the employees of other departments, it must be firmly grasped. It also includes information on the pros and cons of competing products. Secondly, it is about industry policies and regulations, development trends, and industry trends.
4. Improve the incentive mechanism, reward and punishment, and comprehensively promote the implementation of marketing for all employees. Good incentives and measures are the important thrust and determinants of all-person marketing. Many travel companies often feel weak or lack of effectiveness when promoting full-market marketing. In addition to the importance of leadership and employee execution, In addition, the more important thing is that the imperfection and implementation of the incentive mechanism is not in place.
For example, the hotel can establish an employee point reward system, reward points for employees with good service performance, accumulate a certain number of points to redeem gifts or hotel coupons; publicly praise employees, and select service stars every month. Building a complete service team is fundamental to effective marketing. There are also negative materials. In many tourism companies, the marketing of all employees has been simplified into the marketing of all personnel. The company hangs sales or marketing indicators for all employees. If the indicators are not completed, the employees will be punished. This all-in-one marketing has become a full-fledged marketing of employees who complain and complain.