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

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I believe only Yvette Cooper has the breadth of support to beat Jeremy Corbyn

All the recent polling suggests Andy Burnham is losing more votes than anyone else to Jeremy Corbyn, says Diana Johnson MP.

Tom Blenkinsop MP on the New Statesman website today says he is giving his second preference to Andy Burnham as he thinks that Andy has the best chance of beating Jeremy.

This is on the basis that if Yvette goes out first all her second preferences will swing behind Andy, whereas if Andy goes out first then his second preferences, due to the broad alliance he has created behind his campaign, will all or largely switch to the other male candidate, Jeremy.

Let's take a deep breath and try and think through what will be the effect of preferential voting in the Labour leadership.

First of all, it is very difficult to know how second preferences will switch. From my telephone canvassing there is some rather interesting voting going on, but I don't accept that Tom’s analysis is correct. I have certainly picked up growing support for Yvette in recent weeks.

In fact you can argue the reverse of Tom’s analysis is true – Andy has moved further away from the centre and, as a result, his pitch to those like Tom who are supporting Liz first is now narrower. As a result, Yvette is more likely to pick up those second preferences.

Stats from the Yvette For Labour team show Yvette picking up the majority of second preferences from all candidates – from the Progress wing supporting Liz to the softer left fans of Jeremy – and Andy's supporters too. Their figures show many undecideds opting for Yvette as their first preference, as well as others choosing to switch their first preference to Yvette from one of the other candidates. It's for this reason I still believe only Yvette has the breadth of support to beat Jeremy and then to go on to win in 2020.

It's interesting that Andy has not been willing to make it clear that second preferences should go to Yvette or Liz. Yvette has been very clear that she would encourage second preferences to be for Andy or Liz.

Having watched Andy on Sky's Murnaghan show this morning, he categorically states that Labour will not get beyond first base with the electorate at a general election if we are not economically credible and that fundamentally Jeremy's economic plans do not add up. So, I am unsure why Andy is so unwilling to be clear on second preferences.

All the recent polling suggests Andy is losing more votes than anyone else to Jeremy. He trails fourth in London – where a huge proportion of our electorate is based.

So I would urge Tom to reflect more widely on who is best placed to provide the strongest opposition to the Tories, appeal to the widest group of voters and reach out to the communities we need to win back. I believe that this has to be Yvette.

The Newsnight focus group a few days ago showed that Yvette is best placed to win back those former Labour voters we will need in 2020.

Labour will pay a massive price if we ignore this.

Diana Johnson is the Labour MP for Hull North.