Jul. 20, 2009 at 2:57pm

Fresh eyes and brand blight

Posted by Kathleen Deakins in Branding, Community Relations
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“The map on the Web site routes visitors along a rundown block of houses rather than the grand tree-lined street to the campus entrance."

“Signage at the entrance leaves visitors confused about where to turn."

These are the first impressions of the new marketing director for a health care campus. How many prospects were similarly turned off?

The marketing director may just have earned her first year’s salary by drawing attention to brand blights that long-time staffers could no longer see. Ya can’t fix what you don’t know about.

It’s time marketing focused on the value of entrance interviews the way HR focuses on exit interviews.

To be most useful, the entrance interview should:

#1 – Elicit honest impressions, not just “what they want to hear”

One approach is overcome this is to collect the combined anonymous comments from a group of new hires, perhaps using a simple online survey.

#2 – Be received with openness, not defensiveness

“Those perceptions are that a person’s reality” is a useful reminder. Comments are not about being right or wrong, but about what we can learn to become more effective.

#3 – Lead to changes, if needed, to improve first impressions for customers

Fresh perspective fades quickly. Talk to your new hires today.

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