Marketing Inside/Out: Renaissance Marketing

In Marketing Inside/Out we explore the abilities of internal and external marketing to attract and keep the best and brightest employees and we introduce Renaissance Marketing. But let's begin with a little brutal honesty.

Historically, has marketing been one of your defining corporate priorities, or is it a blip, barely visible on your radar screen? Is marketing part of your company's daily process, or is it a knee-jerk reaction to periodic concerns? Is marketing a luxury your company indulges when it has extra disposable cash and the first thing cut when business volumes are down? If one, or all, of the aforementioned marketing styles is true within your company, relax, you have nothing to fear as long as your competitors share similar philosophies. On the other hand if you happen to be one of those competitors reading this article right now, and if you are prepared to engage in serious marketing, guess whose customers and employees are yours for the taking?

Take your company from where it is today to where you have always wanted it to be. Learn how to attract and keep the best customers and the best employees by embracing Renaissance Marketing.

Renaissance Marketing

Corporate North America is slowly awakening to the dawn of a new day in which 'marketing' is no longer a company department, but is instead the entire company. In this brave new world, marketing not only attracts and keeps customers but attracts and keeps the best and the brightest employees, too.

In today's global, hyper-integrated marketplaces, companies are defined by their marketing habits. These habits permeate the body corporate. In the brilliant light of the new day, the way a 'Renaissance' company looks, acts, sounds and moves, inside and out, is meticulously choreographed and synchronized to the rhythms of its outer and inner marketplaces, satisfying customers and employees at every turn.

Renaissance marketers understand that the images and messages they project externally play to a combined audience of potential customers and potential employees. Renaissance Marketers are a unique breed, as passionate about their internal marketing strategies as those projected externally. They know their internal strategies promote and sell the company's vision and goals to generate employee excitement, satisfaction, buy-in and loyalty. Renaissance marketing strategies embrace 24-hour marketing research, consistently asking questions of the marketplaces, inside and out, weighing and comparing each response to the company's objectives and goals, then adjusting the courses of their internal and external strategies accordingly.

Internally, management and staff relate on a foundation of mutual respect and share a singular objective: satisfying an ever-increasing number of customers at a profit. They are proud of each other, their brand, and their facility. Petty politics and empire building are no longer permitted. The marketing message within the corporate walls is identical to the message transmitted outside.

Customers communicating with a Renaissance company appreciate and are attracted by the continuity-of- purpose. Renaissance Marketing extends itself to embrace one additional market group . suppliers. Suppliers are an integral part of a company and its marketing strategy. Let's step back to brutal honesty again, for a moment. How has your company treated potential and existing suppliers?

Supplier loyalty has always been key to the success of any marketing strategy. To the Renaissance Marketer marketing extends to suppliers, existing and potential suppliers alike. They (the suppliers) are afforded the very same courtesies you would lavish on your existing and potential customers. You promptly return their telephone calls, scheduled meeting are honoured, you pay your suppliers invoices on time just the way you expect your customers to pay you, and you invite your suppliers to your corporate gatherings. Suppliers, after all, are excellent new customer and new employee sources. In the new world order, you and your suppliers are business allies, dedicated to taking good care of each other so that you can take the best care of your customers, at a profit.

The renaissance is now.