MARKETING HAPPENS AT PURCHASE LEVEL.

This morning, I think about the brand teams and agencies that have spent time working on a great campaign for the brands that they manage. It has taken months and a lot of emails to get the brief and the strategy right. This has now been followed by major investment in communications and building awareness and now all that work rests with the customer and how their experience will be when they interact with your brand.

If you are in retail, then the moment of truth is when someone visits your store. If you are in insurance or the service business, it might be when someone makes a purchase on your website or speaks to the call centre agent. These are people that can make everything that you have communicated either come together very nicely and deliver the brand promise or these are people that can make things go south.

The successful implementation of any marketing strategy means that you will need to get the people proposition correct (incentive your staff to deliver on the brand campaign) by doing the following;

· Create an internal launch of your campaign for front line – customer facing staff

· Make it easy and fun for them to participate and be a part of the overall campaign

· The participation needs to be in a way that it does not take up too much time from employees

These are just the top three, successful strategy needs to always pay attention to the implementation.