Person Marketing


Person marketing is a category of nontraditional marketing that refers to efforts designed to cultivate the attention, interest, and preferences of a target market towards a celebrity or authority figure. Celebrities can be real people, functional characters, or widely recognized authority figures.

Campaigns for political candidates and the marketing of celebrities are examples of person marketing. In political marketing, candidates target two markets. They attempt to gain the recognition and preference of voters and the financial support of donors.

The big winners among celebrity endorsers are professional sportspeople. The fans are eager to participate in an illusion—those landlocked pillars of their community pretending they are finally going to cash in their chips and set sail for uncharted waters.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

Advertisements

Cause Marketing


This is one category of nontraditional marketing. It refers to the identification and marketing of a social issue, cause, or idea to selected target markets. Cause marketing covers a wide range of issues, including literacy, physical fitness, gun control, family planning, prison reform, control of overeating, environmental protection, elimination of birth defects, child-abuse prevention, and punishment of drunk drivers. It is an increasingly common marketing practice that is for profit-seeking firms to link their products to social causes.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

 

A Healthy Company


A healthy company is like a fine athlete is more than someone who isn’t sick, a healthy company embodies people and practices that combine and coordinate to produce an exceptional performance.

 

Healthy companies all possess and emanate a certain vitality and spirit. This spirit is not a religious fervor or a mindless cheerleader enthusiasm but a deep feeling of shared humanistic values at the core of the company. These values are the glue that binds healthy, successful employees with healthy, productive workplaces. They influence the way people act and think at all levels of the company and form the foundation for corporate policies and practices. They define roles and responsibilities and dictate hor business decisions are made. These principles are expressed and applied at every turn of the business, from receptionists and loading dock workers, through managers and executives, and into the board of directors.

 

These values are perpetually interacting, expanding, and contracting like a living entity. Each value depends on and determines the health of the others; sickness or disease that undermines on weakens all; roboustness in one value strengthens all. The values at the heart of a healthy company enable it to continuously grow, evolve, and renew itself, reinforcing what is productive and prositive and sloughing off the unhealthy and unworkable. In short, the causes and effects between values, people, and companies are not linear but circular. Values are the center of the enterprise; they circulate through every cell and artery of a company, and a company and its employees either reinforce healthy values or bring about their decline.

 

Healthy company values bind people to their organizations. By creating a common language and appealing to principles of dignity, commitment, and growth, these values help to create an identity that connects thousands of people around a shared mission. Suddenly, the traditional hard values of business success and the nontraditional soft values of human development merge into one dream.

 

This convergence generates a synergy, producing something greater than the sum of their parts—a vital business that lives and breathes a humanistic philosophy, that treats people as more than profit producers, views relationships as more than simply financial contracts, and regards the workplace as more than a setting for business. It is a holistic environment, one that nurtures, stretches, and empowers peple. The result is an organization that optimizes people, principles, and profits.

 

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please contact www.asifjmir.com, Line of Sight