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

Photo: Getty
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What price would the UK pay to stop Brexit?

The EU could end Britain's budget rebate and demand that we join the euro and the Schengen zone.

Among any group of Remain politicians, discussion soon turns to the likelihood of stopping Brexit. After Theresa May's electoral humbling, and the troubled start to the negotiations, those who oppose EU withdrawal are increasingly optimistic.

“I’m beginning to think that Brexit may never happen,” Vince Cable, the new Liberal Democrat leader, said recently. A growing number, including those who refuse to comment publicly, are of the same view. 

But conversation rarely progresses to the potential consequences of halting Brexit. The assumption that the UK could simply retain the status quo is an unsafe one. Much hinges on whether Article 50 is unilaterally revocable (a matter Britain might have been wise to resolve before triggering withdrawal.) Should the UK require the approval of the EU27 to halt Brexit (as some lawyers believe), or be forced to reapply for membership, Brussels would extract a price. 

Guy Verhofstadt, the European parliament’s Brexit co-ordinator, recently echoed French president Emmanuel Macron's declaration that “there is always a chance to reopen the door”. But he added: “Like Alice in Wonderland, not all the doors are the same. It will be a brand new door, with a new Europe, a Europe without rebates, without complexity, with real powers and with unity.”

The UK's £5bn budget rebate, achieved by Margaret Thatcher in 1984, has long been in the EU's sights. A demand to halt Brexit would provide the perfect pretext for its removal. 

As Verhofstadt's reference to “unity” implied, the UK's current opt-outs would also be threatened. At present, Britain (like Denmark) enjoys the right to retain its own currency and (like Ireland) an exemption from the passport-free Schengen travel zone. Were the UK to reapply for membership under Article 49 of the Lisbon Treaty, it would be automatically required to join the euro and to open its borders.

During last year's Labour leadership election, Owen Smith was candid enough to admit as much. “Potentially,” he replied when asked whether he would accept membership of the euro and the Schengen zone as the price of continued EU membership (a stance that would not have served Labour well in the general election.)

But despite the daily discussion of thwarting Brexit, politicians are rarely confronted by such trade-offs. Remaining within or rejoining the EU, like leaving, is not a cost-free option (though it may be the best available.) Until anti-Brexiteers acknowledge as much, they are vulnerable to the very charge they level at their opponents: that they inhabit a fantasy world. 

George Eaton is political editor of the New Statesman.