Brenda Neckvatal asked on LinkedIn Answers:

‘Can treating employees like customers increase job satisfaction?’

The Satisfied Employee

Here’s my initial response to Brenda’s question (with edits):

Peter Drucker said ‘management’s duty is to preserve the assets of the institution in its care’*. In that respect, all employees must be equally treated with the same care typically reserved for customers. In today’s information-producing workplaces, even more importance and care must be given to increasingly-mobile employees. Unlike the manual worker (who peddles his strength and energy), today’s information-driven employees retain their practice’s knowledge and developed skills and sought to bring them along to the next employer (and, in some cases, including knowledge of the ex-employer’s strategic and operational secrets).

Now watch what Tom Peters had to say about ‘treating your employees like customers’. Peters recounts a story about an American Airlines’ annual meeting in Dallas being picketed by the Airlines Pilot Union. On the same day and in the same city, the same pilot union took out two full pages of advertisement in USA Today to honour the contribution of retiring Southwest Airlines’ co-founder, Herb Kelleher. Why? Because of Southwest’s differentiated support and care for its pilots. In Herb’s own words, the secret of Southwest’s success is “You have to treat your employees like customers.”

The Employee Ambassador

Further, I continued in my reply to Brenda and the main focus of this post ‘Employees as Brand Ambassadors’:

The 2nd annual Mobile Marketing Forum Asia Pacific 2010 (MMAF) is currently underway in Grand Copthorne Waterfront Hotel, Singapore. Since 13 April, industry experts and players have been discussing the present and future of the mobile marketing landscape. The focus for this year’s event is ‘Building Brands with Mobile’. The full view of the agenda and topics of discussion is available here. The event continues till April 15.

I will continue to share the latest tidbits and my personal commentaries (in 140 characters!) from the event’s floor. Add me on Twitter at @ismantanuri if you would like to follow the event closely. Alternatively, you can lock your Tweetdeck or other Twitter client to the official Mobile Marketing Forum Asia Pacific hashtag #MMAF2010. Or you can visit this Twitter search page for all the discussion and chatter so far.

And yes! I will be livetweeting the event on my mobile phone. It is only apt and I will be proving that computing and communication can be effectively achieved through the mobile platform. My gear of choice is my trusty Google Nexus One  with Seesmic for Android as my Twitter app.

For fans of Facebook, you can also visit the Mobile Marketing Association Fanpage for the latest discussion and industry news: http://www.facebook.com/mobilemarketingassociation.apac

The Mobile Marketing Association is also on Twitter (@MMA_APAC).

I have been invited to the event by Rice Communications as part of the Community Media team. I am loving it so far and kudos to the team for the fantastic event organisation.

Mobile is the present and the future, folks! The tipple has tipped.

I think we have to agree that traditional offline marketing is still a crucial business initiative even in today’s consumer markets. As much as I am a huge advocate of bringing people online and influencing through great online content and virtual social interaction, digital alone will not cut it. Going out there with road shows, direct marketing with flyers and sales promotions are still expected by the buying public, most especially in Singapore (Great Singapore Sale, anyone?)

Which is great for the economy, especially in the current slumpish conditions. But unfortunately, most businesses want to fast track the route to cash. ‘What is the fastest way to push stock and goods?’ ‘Which shopping season will reap the most money for us?’ Hence, the customer neglect.

Segment and predict the market, yes. Understand the market, NO!

Getting Sticky With It

I am writing this post inspired by Penn Olson’s post: 5 Guerilla Marketing Campaigns Captured on Video. How guerilla marketing campaigns work is by capturing your attention momentarily and then leaving an impression of the brand and its message in the mind (however, viral is unpredictable and should not be an objective but a bonus).

In his book, ‘The Tipping Point’, Malcolm Gladwell speaks of The Stickiness Factor, the specific content of a message that renders its impact memorable. Using this concept at value, it shows how easily being top-of-mind can greatly improve your marketing and branding effort. I personally think being ‘sticky’ does not require huge and blatant impacts. It is the quality of the customer’s attention and learning that matters most and this can be attained by a carefully thought-out marketing campaign. One that bridge traditional with digital.

So I now present to you…‘Sticky Marketing’.

The Sticky Route 2 to the End Point is essentially getting into the mind of the buyer before- or post-purchase by redirecting the buyer’s attention to online digital assets such as a website or social portals (Facebook, LinkedIn, etc.) Unlike Route 1, where interaction and intellectual exchange is minimal and where the focus is on closing a sale, Route 2 provides a journey for the customer to further understand the brand and products. A sustained exposure and learning of the brand. Is that not sticky?

Watch how this German guerilla campaign is used to market the brand’s automobile paintwork repair services. A pity they did not provide any info on the ‘sticker’ on getting to the brand online, but I am pretty sure they are Google-ready. (This was in fact a viral video project as part of the brand’s engagement with the readers of its blog):

Now replace the above campaign with any of your offline campaigns, be it a road show or door-to-door direct marketing with flyers. Just remember to promote your web portals or your social media channels (please don’t do this mistake). If you are successful in leading your customers to your online assets, it is a great opportunity for sticky marketing  and not merely simple selling. Long term sustainability is always better than short term profit!

So which route will your business choose? 1 or 2? Do you want to get sticky with your customers? If I got this wrong, please do tell in the comments!

Ps. Warning! Sticky Marketing is not an attempt at intellectualism. Just merely saying it simple :)

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Here is something I received last Saturday morning, what I termed as ‘Door Spam’, leaflets/flyers stuck on the front door grille. It is a leaflet for a condominium development. Which one? I really can’t say. This is the second time I have received this leaflet. I cringed both times.

Observe for a moment. What is wrong with this leaflet?

Absolutely Zero Product Branding

Somehow, the creator of this leaflet had failed to provide a name for the condominium. Apart from a spot of personal branding for a ‘Mabel Ang’ and ‘artist’s impressions’ images, no other product branding element is visible on this leaflet. Perhaps they had deemed revealing the condominium’s name as none-too-important, or keeping it a mystery will entice prospects to put in a call. Wrong move I say.

Or perhaps the condo was so badly named, they decided not to use it after reading the article on the importance of naming condos and its significance.

Cryptic Copywriting

What exactly is the inspiration behind ‘cryptic’ and ‘ambiguous’ copywriting? There is a neglect to inform prospective clients of the condominium’s actual address but instead, ‘Minutes to Somerset MRT/Orchard/CBD/IR’ and ‘Prime District 9’ are used.  Come on! That can be anywhere on the southern part of this island.

Is it a top-secret, top-end location that is only to be revealed once you are funneled through the sales pipeline? To see if you fit the bill of a likely buyer persona first, someone who is flushed with cash to spare? But why then did this leaflet appear on my HDB door in Toa Payoh!? I see that as a failure in market research and a waste of money and paper it is printed on.

Does the whole thing sounds fishy?

You bet. The credibility factor is non-present in this effort. For a $800k product, this leaflet certainly did not help in providing consumer confidence to anyone that came upon this. I find it intriguing that, if this leaflet really does indeed belongs to the ‘Developer’s Sales Team’, why the secrecy and ambiguousness behind the effort?

Perhaps someone from the real estate industry, or close to it, can provide an explanation for this? I’d love to get to the bottom of this! Leave your comments below!

Bonus section for the marketer in you!

Using Direct Marketing Mailers to Win Online

Direct marketing via mails (physical or electronic) may not be the best form of marketing (it is interruptive after all). But heck, since this method is being regularly employed and money is going to be spent, might as well use the opportunity to provide content or more information to the prospective customer, right?

So how to do this on limited real estate on a piece of flyer?

By bringing them online to your website through a printed URL. As long as there is compelling content and relevant information provided on your website, you can be sure your prospects will be happy to devote time and attention to your efforts. It is also an excellent opportunity to build a database of customers who are willing to listen to you on a regular basis. With the permission you have received, you are now ready to start a direct mail campaign online. I am sure that is more cost effective than printed materials and manpower cost for ‘door or letterbox spamming’.

Provide your social media information to direct your prospects to connect with you. This is your Facebook or Twitter pages. The fastest way to connect with you.

See? Your investment in a leaflet has possibly doubled or tripled! Perhaps Mabel Ang might want to take a leaf out of this :P

Updated 13/11: This post also appears as a guest blog post on Penn Olson.

I was recently reading an early chapter of Al and Laura Ries’ ‘The Origin of Brands’ and was struck by this concept:

The world’s best and long-lasting brands were typically created by a divergence from an existing product category and that these brands continue to survive not because of their ‘share of market’ but for being first in the mind of consumers.

Consider these examples of divergence and its disregard for market size of the day:

• What was the size of the cola market the day Coca Cola was launched?
• What was the market size of Mac users when Apple launched their Apple I system?
• How about the size of the personal computer market the day Microsoft launched their MS-DOS platform?
• And when McDonald first introduced the fast-food hamburger to the American public, what was the size of the fast-food market?

The answer to these questions: Zero.

However, these brands have proven they have what it takes to survive and prosper all these years. So, why is this possible?

The Importance of Mind Share

Because, as Al and Laura Ries stated it, the battle for customers is not in winning a large share of the market (although that is helpful) but rather through the creation of the market by winning over consumers’ minds.

So then, why are many marketers today still obsessed with ‘capturing’ every scrap and morsel of the pie that is ‘the market’ when winning minds has been proven an effective and sustainable business model? I personally believe this is the effect of overly revenue-driven organisations who are ready to sacrifice long-term sustainability for short-term profit gains. I digressed a little.

Please allow me now to theorise and tie Al’s and Laura’s ‘share of mind’ concept to the hottest topic in business and communication these days: social media.

Share of Mind and Its Relevance Today

Statistically, Apple’s iPhone does not command a whimper of market share in the mobile phone category. As of October 2009, the iPhone is estimated to own only 2.5% of the world’s mobile phone market. Surprising? No. It is after all the sole product in Apple’s mobile phone inventory.

But why has the iPhone become so iconic for a product so young (only 2 years old as we speak)?

Was it the first smartphone? No. Nokia’s Communicator first appeared in 1996.

The first touchscreen phone? That honour belongs to LG’s Prada phone in January 2007.

Because in our minds (and certainly in mine too, an iPhone non-lover), the iPhone is foremost in thought when ‘smartphones’ or ‘touchscreen phones’ are mentioned or discussed. Does not that translate into a complete dominance of the consuming mind? Even if I’ll end up never buying an iPhone in my entire life, I will still talk about it and get into conversations about it, would I not? (Can’t remember talking about the Prada phone ever!) By sheer branding genius and the accompanying buzz from its fanatical community of users, Apple has placed the iPhone right on the desktop of our mind, always visible, always conversation-worthy.

So Mind Share is Important, Now What?

For digital natives like me (and million others coming through in the next generational wave), we are gradually getting better at being ‘untouched’ by traditional advertising. We ignore advertising because we can Google it. We search for product information through our friends or within our circle of influence. And with social media channels, we can ask a brand directly for an opinion.

Let me repeat that: ‘we can ask a brand directly for an opinion’. Ponder on that for a moment and recall the last time a brand responded to you directly. You can? Via Twitter? A comment on your blog? Now place that brand in its category, say Starhub, a telco player in Singapore (who has @starhubcares on Twitter), or a brand new pasta restaurant that has responded to your gushes or criticisms of its dinner spread.

Social Media Creates Deeper Mind Share

Don’t these brands seem much more human to you? Much more approachable? Most certainly left an impression, right? And that I say is a fine mind share win! Social media simply helps to deepen these brand-to-customer connections. We, humans, are most likely to favour and navigate towards people or things we are familiar with or have a positive experience with. And thus, it is very likely that our next purchase decisions will be heavily influenced by these recall tendencies.

Here are some of my own personal experiences with Singaporean brands whom I have interacted with on social media channels and who have advertently been gifted a corner of my mind to call their own.

What Competitor?

Rochor Beancurd House has both Facebook and Twitter presence. The man behind these social media profiles is its director, Jason Koh, who maintains regular daily updates and interaction with tweeples. Always ready to respond and comment on issues of the day, I have had my fair share of tweet discussions with Jason, both casual and business.

Now, in my mind at this very present moment, Rochor Beancurd House is THE beancurd establishment in Singapore. Jason has done enough to fill this virtual category as I perceive it and, until a beancurd competitor comes along and starts dabbling in social media and interacting with me, Rochor Beancurd is top spot in this space. A brand name convenient enough in my mind to name-drop when needed.

There Is Always Room for Two, But Get There Soon

When I think of Japanese food, these 2 brands come to mind, Sakae Sushi and Standing Sushi Bar. As part of research, I have been observing Sakae Sushi lately as they engage bloggers in their ‘Sakae Monthly Bloggers Affair’ campaign. Although a little ‘laggy’ with their social media audience, Sakae Sushi nonetheless has a comprehensive approach to connecting with their customers. I was already a foodie fan of theirs but now I am a bigger fan because I know they are sincere in reaching out.

On the boutique end, Standing Sushi Bar is the perfect case study for ‘Social Media for Small Businesses’. Although Howard Lo, the main man and proprietor, said in a blog post ‘I don’t care about that’ in reference to social media marketing, it is really hard to believe. The various use of social media tools for his business is eye-catching and definitely worth emulating for small businesses trying to establish a niche and regular clientele. Here are some Standing Sushi Bar activities that I have observed in the social media space:

• Crowd sourcing to seek opinions on a new in-house menu via Twitter
• Taking enquiries, reservations and even hiring search via Twitter
• Blogging and sharing the Standing Sushi experience
• Coupon promotions and content sharing via Facebook

No other Singaporean Japanese food seller has come under my radar. However, the truth is I am always ready to eat at both Sakae Sushi and Standing Sushi Bar, so there is always room for two in the mind. But before every one else gets on social media, it is always good to stake territorial mind share claims early before it gets too crowded. Then we have to think of the next ‘fad’ in marketing communication :)

Personality First, First in Mind

The Garden Slug must be one of the friendliest Singapore brands on Twitter! Always happy to join in conversations and to make you feel at home on Twitter. For the record, I have not been there and I am not even sure who is behind the Twitter account. But The Garden Slug’s sincere brand personality shines through! It makes me want to have dinner there and to know the person/persons running the brand. That much of my mind has been won over and isn’t this a genuine mind share win through social media?

That is not all that won me over. Go ahead and read The Garden Slug’s blog. Unpretentious and chock-full of social content, a delight and a respite from all-too-typical, stiff-backed corporate portals and blogs. In particular, I am smittened by this line on their Careers’ page ‘We are an indie startup and we do things a little differently at times’. Refreshing!

So at any time when I am in Telok Kurau and looking for a meal or some Ugly Salmon Cakes, I am pretty sure which ‘indie startup’ will come first to mind.

Be a Pioneer and Seek Minds

Penn Olson is not a retail or consumer brand, but nonetheless, a Singaporean brand worth mentioning. Founded in july 2009 by two students from Singapore Management University, Penn Olson.

I was recently reading an early chapter of Al and Laura Ries’ ‘The Origin of Brands’ and was struck by this concept:

The world’s best and long-lasting brands were typically created by a divergence from an existing product category and that these brands continue to survive not because of their ‘share of market’ but for being first in the mind of consumers.

Consider these examples of divergence and its disregard for market size of the day:

• What was the size of the cola market the day Coca Cola was launched?
• What was the market size of Mac users when Apple launched their Apple I system?
• How about the size of the personal computer market the day Microsoft launched their MS-DOS platform?
• And when McDonald first introduced the fast-food hamburger to the American public, what was the size of the fast-food market?

The answer to these questions: Zero.

However, these brands have proven they have what it takes to survive and prosper all these years. So, why is this possible?

The Importance of Mind Share

Because, as Al and Laura Ries stated it, the battle for customers is not in winning a large share of the market (although that is helpful) but rather through the creation of the market by winning over consumers’ minds.

So then, why are many marketers today still obsessed with ‘capturing’ every scrap and morsel of the pie that is ‘the market’ when winning minds has been proven an effective and sustainable business model? I personally believe this is the effect of overly revenue-driven organisations who are ready to sacrifice long-term sustainability for short-term profit gains. I digressed a little.

Please allow me now to theorise and tie Al’s and Laura’s ‘share of mind’ concept to the hottest topic in business and communication these days: social media.

Share of Mind and Its Relevance Today

Statistically, Apple’s iPhone does not command a whimper of market share in the mobile phone category. As of October 2009, the iPhone is estimated to own only 2.5% of the world’s mobile phone market. Surprising? No. It is after all the sole product in Apple’s mobile phone inventory.

But why has the iPhone become so iconic for a product so young (only 2 years old as we speak)?

Was it the first smartphone? No. Nokia’s Communicator first appeared in 1996.

The first touchscreen phone? That honour belongs to LG’s Prada phone in January 2007.

Because in our minds (and certainly in mine too, an iPhone non-lover), the iPhone is foremost in thought when ‘smartphones’ or ‘touchscreen phones’ are mentioned or discussed. Does not that translate into a complete dominance of the consuming mind? Even if I’ll end up never buying an iPhone in my entire life, I will still talk about it and get into conversations about it, would I not? (Can’t remember talking about the Prada phone ever!) By sheer branding genius and the accompanying buzz from its fanatical community of users, Apple has placed the iPhone right on the desktop of our mind, always visible, always conversation-worthy.

So Mind Share is Important, Now What?

For digital natives like me (and million others coming through in the next generational wave), we are gradually getting better at being ‘untouched’ by traditional advertising. We ignore advertising because we can Google it. We search for product information through our friends or within our circle of influence. And with social media channels, we can ask a brand directly for an opinion.

Let me repeat that: ‘we can ask a brand directly for an opinion’. Ponder on that for a moment and recall the last time a brand responded to you directly. You can? Via Twitter? A comment on your blog? Now place that brand in its category, say Starhub, a telco player in Singapore (who has @starhubcares on Twitter), or a brand new pasta restaurant that has responded to your gushes or criticisms of its dinner spread.

Socia