Unleash the Marketing Power of Your Employee Team
Friday, July 31, 2015
On Wall Street, there is a saying that "everyone is in sales". From CEO to receptionist every person in the organization is expected to function with a customer centric mindset. People are entrusting you with their money and they need to feel confident in their decision to work with the firm. Hospitality operates the same. Everyone in the organization is trained to exude a sense of comfort from the moment that customer is greeted at the door be it hotel lobby, restaurant or a corner bar. Service with a smile and a personal touch. Every employee is an ambassador and sales person for the venue's brand. It is good for business and develops repeat customers.
So why shouldn't this brand marketing extend outside the venue to customer acquisition? Why is the sales job to get customers through the door solely that of the marketing team/social media manager? At NiteTables, we believe that every employee who is trained so thoroughly to develop the in-house environment is an underutilized asset for driving customers. We believe the mantra "everyone is in sales" needs to be adopted by nightlife, restaurants and bars across the board. You hire the most dynamic and attractive people you can find. Your employee team tends to reflect your target customer demographic. We can almost guarantee the aggregate social media reach of your employees dramatically trumps that of your official venue sites. Thus, we stongly recommend you train and incentivize this team of individual brands to promote the corporate brand.
The NiteTables Referral Marketing Program provides real-time tracking so that you can reward your team to market approved materials. At the simplest level, every employee needs to be reposting special events and offers with an added personal touch during their shifts. They want a full room of spenders/tippers as much as ownership. Further motivate them by creating a direct compensation system or gamify the effort and reward a "winner". The NiteTables platform will track:
- web traffic
- click throughs
- coupon downloads
- package sales
When people know their effort is being properly captured and their success re-enforced, they are infinitely more likely to participate. To use an orchestra analogy, your marketing director is the conductor. Your symphony already has the instruments in hand--they are called iPhones. Let them play!
Article submitted by Association Member
Brock Ganeles--CEO of NiteTables