Taxi drivers are good examples of what holistic marketing represents. The story goes; Mr. Taxi, not his real name, with a patron was commuting to a specified location on a four lane divided highway. The left lane was his kingdom and he was bound to defend it. Keeping up with traffic speed was irrelevant – unless he was about to be passed. The only way to pass was in the right hand lane. As one made the move to pass, Mr. Taxi would speed up to ensure you were boxed in with other vehicles in right hand lane, only to slow down again and tease the opening. Each move was calculated and precise as he sped up to control his moving turf. I couldn’t help but feel as if I had just seen sales and holistic marketing, even if Mr. Taxi had no idea he was selling and marketing. Here are the perceptions Mr. Taxi conveyed in marketing to his perceptive audience.
Internal Customer Perceptions
· Jerky ride when Mr. Taxi sped up
· Obnoxious staff with poor reliability
· High bill for slow driving
· Unnecessarily competitive
External Customer Perceptions
· Intentionally rude actions to those around
· Cunning precision
· Disregard for common courtesy
· Competitive jerk
· I’ll never use that company
Certain perceptions are worth casting. These were not. In this encounter I experienced competition, I experienced precision, I experienced customer service, and I experienced holistic marketing. All of these experiences reflected on Mr. Taxi’s employer. Each of these experiences played a key factor into public perception. The only perception I did not experience was the bill. A poor patron had to experience paying a bill for a lazy Mr. Taxi with a competitive attitude. Your business needs to run like a Swiss Time Piece. Each gear needs to function chronologically moving other gears in unison. When one part does not align, the Time Piece will not work efficiently. Holistic marketing is more than monologue marketing printing ads, voicing radio commercials, following FaceBook & Twitter. Holistic marketing is making sure your entire business is functioning like a Swiss Time Piece. Holistic marketing is Sales, marketing, production, customer service, payroll, accounts receivable, delivery, installation and whatever else your company does working in like gears in a Swiss Time Piece.
This leads me to some final questions. What is the perception being unwittingly cast by your team? Do they know how you want to be perceived? Have you inspected what you have expected? How is your holistic marketing working out?
Holistic marketing at work (photo taken at stop light)