The July 12, 2010 Advertising Age features an interview with LG’s CMO Kwan Sup Lee. He is formerly of P&G and also worked pizza in Korea. LG owns a broad portfolio of consumer electronics products including microwaves and TVs. It is branding itself as a lifestyle company.
The more I study the influence of social media on sales, the more I realize the missing link IS sales. Just like public relations has yet to influence sales directly (we’re on peripheral vision), social media is not touching frontline sales, either.
The story listed five marketing challenges LG faces:
1. Focus on creating great products and then let marketing showcase them.
2. Forget about “one upmanship game” of tech features.
3. Use a broad product portfolio as a strength.
4. …understand your business, your consumers and your brand.
5. Don’t be intimidated by the competition.
Pretty basic and areas of concern by all companies, right? What’s blatantly missing is any mention of sales. The first challenge above is where I paused longest. How I’d like to edit #1 is:
Create great products supported by even greater marketing strategy and arm frontline sales with marketing tools and education about public relations and social media to influence a buy.
Public relations strategy provides a conduit to the customer, and social media channels allow direct, outside-in customer communication. The sales team, however, is WITH the customer face-t0-face whether B2B or B2C!
This strength of position by sales can help influence consumers to:
1. “Like” a Facebook page and subscribe to RSS feeds.
2. Comment on a blog post or YouTube video with positive product feedback.
3. Ask for a Yelp comment.
4. Eliminate the blasted surveys with evey transaction we make and instead drive traffic to social media networks.
A flexible and nimble sales and management culture can make this happen and positively influence consumers’ buys. What do you think? Does this resonate with your thinking about what’s possible?