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Defend the Brand

Seth Godin’s blog post today “Defender of the brand” was a salient reminder of what we’re aiming to do. In the piece, he reminds his readers that a Marketing Officer’s first duty is to ensure the brand experience is one of quality. All the ads in the world are meaningless if the execution of the business is poor.

In my experience, the best advertising, amenity upgrade, or value-add is an operations system that works well. Many people take their systems for granted but spend five minutes talking to the person answering the phone and you’ll see that isn’t the case. Tap on any area of the business and you’ll find ad hoc patches pasted on by an insufficiently supported front-line staff.

I’ve met too many people that think focusing on the surface details will be enough to make a difference. Sure, superior finishes, polished marketing, remarkable design will all have a positive impact. However, without an enjoyable, engaged staff that feels supported and heard, it won’t mean much.

The student housing business is full of bright shiny underperforming assets and always has been. It’s not all metal, glass, and stone. It’s also hearts and minds.

Want to get the best performance out of any business? Here’s the recipe:

  1. Listen and support the people doing the work. Make their lives as easy as possible; solve their problems with them. Their problems are your problems.
  2. Let those people help your customers have an easy/fun experience.
  3. Rinse, repeat.

Do this ruthlessly. Over and over again. Defend the brand by ensuring what the brand stands for is a quality experience.

Trash Talk Leaves You Dirty

Donttalkshiz

The salesperson who says you’ll get feline aids and a year of bad hair days if you live at community X is only thinking about the short term gain – which is actually illusory. Maybe you believe them, but that doesn’t mean you like their community any better. If anything, you’re naturally put off as we generally dislike people who crap all over others. What’s to say they’re not going to do the same to us the second we leave?

Build a good reputation for honesty. Tell them the reasons why you do what you do, and what you believe in as an organization. State where you’re better than X and where you’re not and trust them to see the value you’ve worked so hard to build. That’s all the difference you need to stand out.