We’ve referenced the P’s of a marketing strategy before and in a service business, the most critical is People. Marketing people orchestrate people. In most businesses, how your team interact is part of the experience and so a key part of how your customer will evaluate you. In some businesses – like consultancy – the people are the product you’re selling. It’s their experience, insights and methodology that you charge for.
That’s why in The Brand Symphony book we focus so much on the importance of people playing the right parts in your performance.
As CEO or product owner, you might be the composer of your song – you designed the product or service. Maybe someone else wrote the song that you and your term perform and your role is as the conductor. You need to orchestrate and conduct the different instruments and it’s much easier to conduct if you’ve spent some time orchestrating. You then know enough of each part to conduct and don’t have to run around the stage playing every instrument yourself.
Once you stop playing all the parts yourself, you gain time to do more valuable things. First of all to hear and lead the whole orchestra, which allows you to keep them in tune. Secondly, you have time to welcome your audience to the performance. To greet them as they become customers, understand what’s going on in their world, and have the time to consider the whole picture rather than react to individual customer stories.
The thing that most CEOs or Managing Directors say to me is that they have no time because they’re constantly chasing. They also tell me that their marketing isn’t working or connected to their business. I hope that by reading The Brand Symphony you will have a better idea of how to build a marketing strategy and join the dots. To gain time to focus on the future of your business, time to think and time to hear what’s really going on between the notes. Investing time in your song, your score and a few rehearsals will help you grow.
Orchestration is important because it enables each instrument, or each person or function in your business, to take accountability for their own part in your brand performance. That includes marketing. In a larger organisation, with a Marketing Director or Chief Marketing Officer, they would play the orchestrate role. They would break down and align your value proposition – your song – with your products, your people, your processes, your pricing model, the place you perform, how you’re promoted and the physical evidence and role of your people across your customer journey.
In a smaller organisation you’re probably going to play the orchestration role yourself for a while, but I would encourage you to involve your marketer as much as you can. The more they understand the whole, and the details of the customer journey, the better your marketing will be. If right now your issue is that your marketing isn’t connected there are probably two reasons; either you don’t have a clear song, or you haven’t orchestrated that song across the different parts. So the marketer is pushing snippets out to the organisation that they don’t understand, or reacting to lots of incoming and disconnected tasks.
The Orchestrate Method gives you the steps to take that will combat that.
It starts with some work to understand and be clear on the problems you will and won’t solve for your customers. Because what you won’t play is even more important than what you will.
Jill Pringle is a highly experienced Marketing Director and Consultant who has worked for a broad range of company types from Gartner and Equifax to the Philharmonia Orchestra or the Royal Horticultural Society. Her book, The Brand Symphony, is available on kindle or as a print on demand paperback via Amazon. https://amzn.to/2KT05Ho