Participation Marketing

Participation Marketing Book Cover Participation Marketing
Michael Brito
Kogan Page

Get your employees active and telling stories about your brand, enabling an authentic and informed form of enthusiastic marketing to be unleashed in the process. This is the focus of this book that looks at the world of participation marketing.
If correctly deployed, the results can be astounding, as consumers value enthusiasm and authenticity, and participation marketing can help form a strong connection for them in the process. However, it must be done carefully, since few are fooled by the faux friendliness and over-the-top excitedness that may remind them of a TV shopping infomercial. Today it is easier-than-ever to get employees active with marketing, as social media and the internet give so many opportunities to extend a company’s voice. It can be an approved YouTube video, quick Instagram video or even help on a Facebook or internet forum. Don’t forget, of course, the social networks that individual employees have too! Just give them the ‘green light’ to do it…
This is an extension of traditional marketing and employee advocacy. Perhaps it is better said to be a consolidation of the two subjects, being an important way forward that should be carefully encouraged and welcomed within a company. Ground rules need to exist, of course, but employees need to be engaged, invigorated and invited to speak out (positively) about their employer’s activities. Not only will this potentially help the company’s bottom line, but it can also improve employee engagement, productivity and loyalty. The book will show you how this can be achieved and it need not be a costly or complex activity either.
It is something that should be considered. You may think that your ‘boring’ company, which produces metal screws and bolts, might not be ‘social media sexy’, but perhaps many of your employees already hang out on social media and online forums that attract people who may buy your product, influence its use or be industry peers. They may be already consuming and discussing the self-same subject, so why not encourage them to talk about your activities too. Even locally it can help with recruitment, when a friend of an employee keeps seeing interesting posts about a company they may want to work for in the future.
Far too many companies prohibit unauthorised statements about their activities, but a carefully managed set of permissible activities can be a great bonus. Just set the ground rules, give some advice and training and let natural spontaneity take part.
It was an enjoyable read that has the capability to inspire a lot of goodness. Trust in it and give it some of your reading hours. It may be one of your wiser investments this quarter.