Party like a businessman

Marketing advice

Marketing is everything, Everything we do and everything we say, it has either a positive or a negative effect on the customers. Or no impact at all…

Recently, I read a survey stating that 85 per cent of staff are notaware of their company’s core business idea and strategy. This is how the idea of using a "party metaphor" to describe business communication & development was born.

The idea is simple. Creating a good party and marketing a business successfully are based on the same principles. The metaphor is based on a 10-step-model which encourages the employees of a given company – from CEO to Post Room – to coordinate their efforts so as to strengthen the oveall communication impact. This might sound simple, but it is not that easy to achieve and getting it right can yield significant profits.

Step #1.

The Party Theme / Business idea & Strategies. 

It´s important that everyone in the company is aware of the business idea and strategy.

I recently met with a sales executive from Apple. I asked him if his main role was selling Apple products. He answered quickly: "No, I AM Apple!" “What do you mean?" I asked. His reply was fast: "Well, I help our customers to unleash their potential with simplicity and attractive design, and that is someting I LOVE doing." Clearly, he knew so well the company’s values and goals that he could identify with them. Talk about living the brand!

Tip: Make sure that that all staff is aware of what their role entails and how it fits within the company. You will be amazed about the amount of money wasted and opportunities missed when there is confusion about the company’s aims.

Step #2.

Guests? Target groups and their needs.

Without customers - no business. All focus should be directed towards satisfying the customer’s needs and making the company a ‘hero’ in customers’ lives. IKEA is a great example of pre-empting and meeting customer needs. In addition to functional furniture at low prices, their stores offer free measuring tapes, small pencils and note papers, and especially designed IKEA bags, to name just a few clever customer-friendly features.

Tip: Encourage all staff to think about what their customer needs are, and how they can contribute to satisfying them. They might come up with the idea of ​​your company’s IKEA bag.

Step #10

Seven steps later in the model, you have reached Step #10 – ‘The Moment of Truth’. The result of the overall strategy should be that customers enjoy the product/ service so much that they’ll want to come back for more. The attention to detail at the heart of the company’s strategy is a key element of such success. Coca Cola is one of the most popular brands worldwide; its Facebook page counts more than 42 million ‘likes’. Not only it is known to value its employees, but it constantly keeps abreast of social trends. Despite having been established in 1886 it is not complacent and aims to appear fresh all the time (no pun intended).

Harald Moe is a business & communication consultant based in Sweden. He is the author of Party Marketing

Photograph: Getty Images

Harald Moe is a business & communication consultant based in Sweden. He is the author of Party Marketing

Getty Images.
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Why Theresa May can't end speculation of an early general election

Both Conservative and Labour MPs regard a contest next year as the solution to their problems. 

One of Theresa May’s first acts as a Conservative leadership candidate was to rule out an early general election. After a tumultuous 2015 contest and the EU referendum, her view was that the country required a period of stability (a view shared by voters). Many newly-elected Tory MPs, fearful of a Brexit-inspired Ukip or Liberal Democrat surge, supported her on this condition.

After entering Downing Street, May reaffirmed her stance. “The Prime Minister could not have been clearer,” a senior source told me. “There won’t be an early election.” Maintaining this pledge is an important part of May’s straight-talking image.

But though No.10 has wisely avoided publicly contemplating an election (unlike Gordon Brown), the question refuses to die. The Conservatives have a majority of just 12 - the smallest of any single-party government since 1974 - and, as David Cameron found, legislative defeats almost inevitably follow. May’s vow to lift the ban on new grammar schools looks to many like an unachievable task. Former education secretary Nicky Morgan and former business minister Anna Soubry are among the Tories leading the charge against the measure (which did not feature in the 2015 Conservative manifesto).  

To this problem, an early election appears to be the solution. The Tories retain a substantial opinion poll lead over Labour, the most divided opposition in recent history. An election victory would give May the mandate for new policies that she presently lacks.

“I don’t believe Theresa May wishes to hold an early election which there is evidence that the country doesn’t want and which, given the current state of the Labour Party, might be seen as opportunistic,” Nigel Lawson told today’s Times“If, however, the government were to find that it couldn’t get its legislation through the House of Commons, then a wholly new situation would arise.”

It is not only Conservatives who are keeping the possibility of an early election alive. Many Labour MPs are pleading for one in the belief that it would end Jeremy Corbyn’s leadership. An early contest would also pre-empt the boundary changes planned in 2018, which are forecast to cost the party 23 seats.

For Corbyn, the possibility of an election is a vital means of disciplining MPs. Allies also hope that the failed revolt against his leadership, which Labour members blame for the party’s unpopularity, would allow him to remain leader even if defeated.

Unlike her predecessors, May faces the obstacle of the Fixed-Term Parliaments Act (under which the next election will be on 7 May 2020). Yet it is not an insurmountable one. The legislation can be suspended with the backing of two-thirds of MPs, or through a vote of no confidence in the government. Alternatively, the act could simply be repealed or amended. Labour and the Liberal Democrats, who have demanded an early election, would struggle to resist May if she called their bluff.

To many, it simply looks like an offer too good to refuse. Which is why, however hard May swats this fly, it will keep coming back. 

George Eaton is political editor of the New Statesman.