When is a marketing event not a marketing event?
By rdatson-Oracle on Aug 26, 2014
I’m a sales rep. For me, a marketing event exists for only one purpose – to generate excitement amongst organisations for my products (known as sales leads).
We recently had an absolutely useless marketing event. No leads! None. I invested time inviting clients, plus a half day being trained for the event, and then spent another half day in the event. A big investment for NO leads.
The event – Employee Experience Journey Mapping. What happened in this event? We had the pleasure of approximately thirty senior HR professionals from a variety of organisations for half a day, and we took them on a journey to understand the attitudes of an employee through a series of scenarios. The scenarios included a manager badly in need of management training (or being fired); being poached by another company; and the onboarding experience of joining that other company.
We examined the HR processes, the human and non-human interactions of this employee, as they went through these scenarios, and super imposed the changing attitudes of the employee – from jubilation at major successes to frustration at a manager not prepared to listen and act. We selected a major low point and workshopped solutions to address the attitude of the employee and avoid the loss a talented professional.
The Employee Journey
Largely speaking, the various workshop groups did not identify Oracle products to solve these problems. (Shock, horror.) Instead they identified programs of work, from leadership training to recognition processes, to alter employee attitudes, to increase staff engagement and retain top talent.
As I said – NO LEADS.
But each of the attending organisations took away a new approach to tackle employee attitudes in their organisations.
I guess this marketing event was never supposed to generate leads. But if you want some help with identifying ways to improve employee attitudes in your organisation, give us a call. We’ll be delighted to talk HR with you, instead of the latest features of our HR systems.
And for more detail, read the blog HERE from a colleague of mine that describes the journey in more detail.