You do know that your brand is not necessarily what you think it is…right? What people are saying about you might not match your mission statement, in fact, it probably doesn't. What you don't know can really hurt you.
Do you know the image or the memory or the one or two word phrase that immediately pops into their minds when your camp or conference name is mentioned? You should know. That can make all the difference in your marketing. It can determine what you choose to focus on and what damage you might have to repair.
What's the first thing that comes to mind when you hear these well known brands?
- Starbucks
- Apple
- Pepsi
- Whole Foods
- AT&T
- VW
When you read these brands did you get a good feeling or a bad one? Were your responses positive or negative? These companies have spent a lot of money to ensure you'll think nice things when you see their brand. But have you had an experience with one of these brands that has undermined the money they'v spent?
Now for the big question…what do folks think about your place when they see your logo? What are you "known" for?
If you don't know, you need to find out. That's why the new social media tools can be so valuable. If your camp had a Facebook page or published a blog or opened a Twitter account or uploaded videos to You Tube or Vimeo. You could be listening to what people are saying instead of assuming they're saying good things.
What about reviews on your website? Kind of scary right? Well…let me assure you, your customer is talking about you now. Wouldn't you rather be a part of the conversation? It might be an idea that's ahead of it's time for our industry but I believe it's coming. The consumer is getting too used to reading reviews and making decisions based on what they read. I think it's better to try to be out in front on these issues.
At your next staff meeting ask the question…how would we manage/minister differently if we knew that our customers were going to review us online for everyone to see. Would that change the way we cook, sing, clean the buildings, cut the grass, hire staff, paint the signs? Of course it would. But you and your staff need to know that your customer is talking about you right now even without those online reviews. Are you ready to join the conversation?
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