Institutional Marketing

An old expression, but one that many managers and heads of organizations agree with, states that more than half of an organization's problems are caused by inefficient communication. To make it more efficient, one of the most effective components in conveying the best possible image of a company is institutional marketing.

People's perception of a company is fundamental in determining whether or not they will buy its products and services. It is precisely the generation of this good impression of the organization that is the objective of institutional marketing. prospectstaking into account all stakeholders.

In addition to a good image, Institutional Marketing helps your brand to be in the spotlight. Top of Mind. This means that when someone thinks of a topic related to your area, your company is the first to come to mind.

Easy access to communication has increased competition between companies in the same segment. Competition is global, which means investing in communication actions to stand out from competitors.

Remember that the company's employees are the first and most important consumers and promoters of its products or services, and actions should be focused on communicating the main attributes not only of the products, but also of the mission, vision and values, three fundamental pillars for the success of any organization.

As with any marketing strategy, in Institutional Marketing it is also essential to know who you want to communicate with. Knowing your audience and adapting your language guarantees more chances of effectiveness. You shouldn't communicate in the same way with a client or future client as you do with your employees. Segmenting actions and communications helps you get more and better results.

To make your actions more effective, you can work with two different types of Institutional Marketing: endomarketing e employer branding.

The first is the company's internal relationship and communication strategy, in which the target audience is the organization's employees. Endomarketing can be understood as marketing aimed at actions within the company, where the target audience is the employees. Its aim is to convey news and open a channel of communication with everyone who works in the company. As well as involving employees, it makes them proud of the company and the first consumers of its products or services.

The employer branding refers to a series of actions aimed at making the company recognized as a good employer. As well as helping to attract talent, the strategies of employer branding interfere positively in the perception that the end customer has of the organization and brand.

Find out howwhen and where to apply institutional marketing.