Take advantage of what you do right in your marketing plan!

I recently saw an advertisement for a carpet cleaning company announcing the ongoing training their employees are getting. I’m not necessarily looking for a carpet cleaning company, but it got me thinking about the wisdom that this company used in leveraging what they do right as part of their marketing plan.

We moved into a new home a couple of years ago and I was looking for a moving company to help us. This was ahead of Angie’s list, so the only way I knew to assess the quality of the organization was to question them about their business practices. The first thing I asked was whether or not they provided training for their employees and whether they requested customer feedback and asked customer satisfaction. I was amazed at how different each company answered these questions. In the end, I chose a company that did both employee training and customer satisfaction surveys. Knowing employees participated in a structured training program was important to me (because I did not want them to drop my stuff) and I knew that if they requested customer feedback, they probably had a process in place to deal with customer questions .

7 examples of things that organizations can leverage in advertising

1. Training of employees

Most people value employee training because it gives them confidence that the product or service they buy is provided by a competent worker. Whether it’s a mechanic working on your car or a customer service representative, people want to know that the person taking care of their needs has had the proper training to do so.

2. Criminal background checks

We all feel vulnerable when someone comes into our home or cares for a loved one, so whether your business has service technicians or if you run a daycare that takes care of children, customers tell that criminal background checks are performed as a Part of your employee screening process can help ease customer concerns. I work with an organization that performs background checks on volunteers who help with a summer day camp. Parents find comfort in knowing that workers caring for their children have been screened.

3. Certificates and Accreditation

Accreditation and certifications verify an organization’s credentials to provide quality products or services. The paying customer is interested in how qualified a business is to meet their needs, so whether an organization hires employees with information technology certifications or is accredited through the Better Business Bureau, the customer cares. These kinds of credentials are what sets amateurs and professionals apart.

4. Best places to work

Customers like to interact with happy employees. Organizations that boast of being nominated or winning awards for best workplaces demonstrate creditworthiness with the community and employees.

5. Financial transparency

Nonprofit organizations that rely on donor funding must be financially transparent to maintain the credibility of contributors. When organizations or individuals donate to a nonprofit organization, they want to know that the money they donate is used for what they were meant for and managed wisely.

6. Satisfied customers

Customers who buy products or services want assurance that they will get what was promised. Searching, monitoring and sharing customer satisfaction data can be a very effective recruitment tool. Customers want to know their needs are being met, their voices are being heard, and their problems are being solved.

7. Quality data

Consumers want to know that they are buying quality products and services. Using quality data in advertising is a great way to educate consumers. Whether an organization can claim a 0.001% product defect, short wait times, or has won the prestigious Malcolm Baldrige National Quality Award, quality data can be a great way to sell your product or service.

Our consumer-driven culture demands more and more transparency in how organizations are managed. Advertising what an organization does right is a great way to attract the educated customer, so you may as well boast your best practices!