Walker Information
Helping you put the customer at the heart of every decision.

Think outside to promote inside

Let’s take a quick brand quiz. Whose company slogan is “just lovin’ it”? What company uses a gecko as their mascot? And, what company has coined the term “priceless” as a major feature in their commercials?


No, I’m not going to make you read to the end of the article or turn your computer upside down to know the answers. It’s simple. McDonald’s current slogan is “just lovin’ it.” The insurance firm Geico uses a gecko in their marketing. Master Card is famous for saying “There are some things money can’t buy, for everything else, there’s MasterCard.”

Why do companies come up with all these clever sayings, slogans and mascots? It’s because they work. People remember their company and develop an admiration for their brand. It helps build their business.


Now it may seem like a stretch, but for those that lead voice of the customer programs sometimes you’ll need to do some clever marketing to engage your employees. Think about it. In most large companies you are competing for attention. Just to make people aware of your customer listening program takes a lot of effort. Typically, countless initiatives are going on, all of which might make your program seem somewhat unimportant to your stakeholders. But it is important — it’s there to build better customer relationships. So, be creative.

  • Come up with a catchy name for your program.
  • Think of an interesting way to launch the program.
  • Direct people to an intranet site that provides program information.
  • Use posters, videos, or flash presentations to promote your program.

 Every customer advocate invests an incredible amount of time, energy, and money to gather the customer insights. To fully leverage it, promote your program. Get the word out there. Use creative methods to make people in your company stand up, take notice, and give your program the credibility it deserves.


One more thing – If you want to test your brand knowledge try out this quiz about brand slogans — It’s a clever and fun way to test your brand knowledge.


About the Author

Patrick Gibbons

Patrick Gibbons

As Principal and Senior Vice President of Marketing for Walker, Gibbons has global responsibility for definition, branding, and promotion of the company and its solutions. Gibbons has published and/or contributed to a number of articles, papers, and blogs on customer intelligence topics and has a regular column in CRM Magazine. He has been a featured speaker at a wide range of conferences, and has produced a series of educational events for customer experience leaders.

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