CORPORATE CULTURE MARKETING: WHAT IS IT? WHAT DOES IT MEAN? HOW DOES IT WORK?
by Phyllis Barr, President, Corporate Culture Marketing by Barr Consulting Services
This is the first in a series of blogs on this subject.
Corporate Culture -- a corporation's DNA -- is made up of its who, what, why, where and when, i.e. its history and heritage which merge to create the culture. Of course, the personalities and leadership styles of those who run it to today enter into the mix.
Leveraging corporate culture and corporate memory -- mining its DNA -- is a valuable and powerful marketing and fundraising tool, particularly at the time of the anniversary of a company or brand or not-for-profit.
Too often, history and heritage is presented in a musty and dusty and just plain boring way. And it can be hokey too. But, it doesn't have to be that way.
Leveraging a company's DNA:
1. sets its apart even from companies that make the same type product or offer the same tape of service.
2. adds to the consumers comfort level as they know the company has been in business for long time and will "be there for them" if they have a problem.
3. can work with the "nostalgia factor. This, of course, can be tricky if it gets too mushy.
4. can help bring renewed attention to an old brand which is rebranding itself. There are ways to do that without making the brand seem just old. Again, it is the way it is done.
I was going to begin with leveraging history and heritage in general and the part it plays in branding and merging two different cultures, but as the questions I am asked the most are about anniversaries, I decided to start with that.
Corporate Cultural Marketing Anniversary Tip #1:
If a company or brand is having an anniversary, it should NOT just have a sale with prices the same as the day the business opened.
Nothing wrong with this being a part of an anniversary celebration, but it is just a one day or week "wonder."
Plan in advance, but not too far in advance for an anniversary. Two years is best unless a company wants a book written. I once served on a committee for five years and so much of the enthusiasm disappeared. BUT planning for a year or less, or even two years or less, means lost opportunities.
Consider including cause-related marketing projects/programs, etc. in the anniversary celebration.
Find out if there is a not-for-profit having an anniversary the same year. If your company has a foundation or funds some not-for-profits, check with them to see if they are celebrating their founding or an anniversary of a major program. If not, there are plenty of others out there.
To come: checklists for anniversary celebrations.
Corporate Culture Marketing by
Barr Consulting Services
& The Corporate Acculturation Management Practice
Corporate Culture Marketing assists
companies with leveraging the history
and heritage of a company, brand or
not-for-profit as a marketing or fundraising tool.
It specializes in leveraging anniversary
celebrations as a marketing or fundraising tool.
Services: Consulting; Research; Editing;
Writing: Curating; Creating Knowledge
Banks; Conducting Oral History interviews; Assisting
companies with corporate culture clash after
a merger.