The newly appointed CMO for a Fortune 500 company is seen dining in the company cafeteria with two colleagues. Who has joined the marketing chief for this high-powered strategy session? The two receptionists from the main lobby.
This is what internal marketing is all about – getting buy-in on your brand message from the front-line personnel who often are the first point of contact with customers, partners, suppliers and prospects. This company seems to get that. The receptionists are “greeters” – they don’t sit behind an imposing desk with a sign that coldly states ALL VISITORS MUST SIGN IN. They will open and hold the door if they see you coming up the steps to the main entrance; they’ll ask you how you’re doing, where you’re coming from, and how long you’ll be staying; they’ll offer to take your coat, or have a cab waiting for you once your meeting ends; they’ll even recommend places to eat in town.
The loyalty this CMO engendered by taking the time to sit and have lunch with these two receptionists will pay off in spades as the greeters deliver the brand promise to each and every visitor to this company’s headquarters.