The Cart Before the Horse

When people ask me what the most important factor in marketing is, they are surprised when I use the term culture.  Most expect a much more exciting answer: advertising, social media, big budgets, and SEO.  What these people don’t realize is that these are tools successful businesses use to communicate their culture.

Look at successful businesses: Apple, In-n-Out Burger, Nordstrom, and Zappos.  All of these businesses stress corporate culture.  These businesses understand they are not for everyone, but they strive to be the best to the people they serve (this includes customers and staff).  They consistently check the pulse of their fan base to make sure they haven’t missed a beat and are always looking for ways to improve their products and services.

How can a company be successful if they don’t know what type of people to do business with or what type of people to hire?  If a company doesn’t know what they stand for, how can they effectively market to their customer base?  Better yet, how do they even know who their customers are?

A defined company culture makes working and communicating with people an easier process.

1.) With the customer in mind:

  • You understand who to market to; which allows for a better ROI with advertising dollars
  • Your able to build your services and/or products around your customer base

2.) With your staff in mind:

  • It helps you find the best candidate to join your team.
  • Your staff is given clear direction so that everyone is reaching for the same goals.

Create a company culture, then create marketing campaigns focused around the culture.  Reminds me of an old saying…


About Jeremy M. Price
For twelve years, I had the pleasure of working in community banking. Starting in customer service, I worked my way up to a senior level marketing and human resources director. It was great leading teams that improved strategic initiatives including, but not limited to brand awareness, digital communication, employee development and product development. This experience has now led to an exciting role with CRS Data. As the Product Marketing Analyst, I am currently reviewing the company's banker suite product. This product is able to help community banks reach their fullest potential in real estate lending. I am extremely fortunate to share time with my son while enjoying life in East Tennessee. The two of us enjoy the views of the Smokey Mountains, eating good food and having fun. During my free time, I enjoy running races, traveling and listening to great live music.

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