PR & MARKETING
Branding – the core of your company. Danielle Simpson highlights the importance of your front office
I
n today’s busy market, resources are increasingly allocated to online marketing initiatives and firms can be tempted to overlook the role of front
office. However, office premises – and the staff who work there – remain at the heart of any brand and must convey the core values of the company.
Your staff are Your brand Online advertising generates an increasing number of enquiries, but professional customer service remains the key to closing deals. Customers ‘go compare’ every day, staff are under more scrutiny than ever – so market leaders leave nothing to chance. They know ‘word of mouth’ remains a powerful marketing weapon and the local market quickly forms a collective opinion about how effective your staff are. Training is paramount and it pays dividends, encouraging staff to ‘own’ your brand. They are ambassadors of your company - in and outside work – so ensure they understand their actions reflect your brand as well as their reputation!
Manage Your kerb appeal The number of drive-by consumers far exceeds that of foot-traffic. Your premises is an advert that speaks volumes about your brand, day and night. Drivers develop ‘brand recognition’ as they pass by and make snap judgements about every business they see – make sure yours is an ‘aspirational’ product that is not recognised for its peeling paint! Target drivers en masse by checking the bulbs in office fascias regularly, ensuring office windows are clean and rectify any décor issues immediately. It’s amazing how shoddy offices can unashamedly advertise Property Management services!
28 JUNE 2010 PROPERTYdrum
declutter and depersonalise Estate agents are renowned for highlighting the benefits of declutttering and depersonalising properties for viewings and the same should apply to your office environment so don’t allow staff to fill desks with family photos and knick-knacks. Present clean and tidy work spaces to consumers, clear the office of old flyer campaigns, clear out any outdated marketing material and store stray folders and files away.
be transparent Draw consumers in by making the office and staff accessible. At Wagamama chefs work in an open kitchen to the restaurant and successful agents draw customers into their work space too. They build trust because they have nothing to hide. Don’t block the view into your office with full height window displays, steer clear of frosted glass and flyers advertising the circus! Brand association can be damaging and it’s not worth compromising prime window space. With that in mind, staff should never eat at their desks as the sight and smell of food is unprofessional!
be accessible Communicate your brand culture effectively. There’s nothing worse than leaving customers lingering self- consciously at the door so think about the form and function of your office to ensure it’s welcoming. Leave enough room for pushchairs, create an informal seating space, organise staff so the office is covered during busy times and ensure desks are not jammed in, making staff more important than customers. Train staff effectively; intimidating, over zealous staff can be as damaging to your brand as inefficient staff.
freshen up Effective marketing is ultimately about remaining one step ahead. Whilst it goes without saying you should update the properties in window displays regularly, you should also update the marketing displays at the ‘Point of Sale’ – your office. Change posters and displays, and redecorate regularly, creating a fresh, welcoming environment, showing customers that you are abreast with the ever-changing property market.
give awaY There’s a good reason why companies invest in branded balloons, pens and note pads – and why Foxtons spent thousands giving collectible replica Mini Coopers to clients. For a relatively small investment, branded goods create mobile billboards that can boost brand power and work hard to advertise your business for a day, a week – or even a lifetime!
Danielle Simpson is Creative Director of thebrandeffect. Visit
thebrandeffect.co.uk for more information.
Any marketing tips to share? Add them at:
www.propertydrum.com/articles/prjune
PIC COURTESY MPL INTERIORS
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