Marketing Safety: Building Excitement and Engagement
Updated: Jul 17
In today's competitive landscape, organizations understand the importance of effective marketing when introducing new products or services. But what about safety? Safety should be a core element of every organization, yet the effectiveness of safety strategies is often overlooked. Just like a business strategy, safety needs a well-executed marketing plan to ensure its success. In this article, we will explore four key elements of an effective safety marketing plan that can help you make great strides forward.
Branding: Creating an Emotional Connection When people think of safety in your organization, what comes to mind? Is there a clear brand that they identify with? Just like consumers have emotional connections to certain products, the same applies to safety. What emotional response do your safety personnel, programs, processes, training, and measurements evoke? Consider the personality and perceptions associated with safety in your organization. What is your safety brand, and how can you strengthen it?
Positioning: Effective Communication and Focus Once you have developed a desirable perception of safety, how do you effectively position it throughout your organization? While structure and programs are important, communication, competition, and operational focus are equally crucial. Think of individuals' attention as the market share you aim to lead. How well are you positioning your safety brand, and how much attention share do you have? Consider strategies to captivate and engage your audience effectively.
Voice of the Customer: Listening and Understanding In safety, everyone is a customer—employees, supervisors, managers, contractors, and even family members and community members. Often overlooked in standard marketing initiatives is capturing the voice of the customer. What are their requirements and interests in safety? What turns them off, and what are their expectations based on their previous experiences? These questions serve as a reality check to evaluate the effectiveness of your branding and positioning. Listening to the voice of the customer is vital for continuous improvement.
Reinforcing the Buying Decision: Sustaining Engagement In today's fast-paced world, capturing and maintaining people's attention is increasingly challenging. If you generate excitement and engagement around safety to encourage volunteerism, how do you show your appreciation and reinforce their decision to get involved? Think about the concept of buyer's remorse and the importance of creating positive experiences that make individuals eager to participate again. Remember, people tend to share negative experiences more readily than positive ones. Establishing a sense of excitement and passion around safety is crucial.
Leveraging Passion for Safety: With an effective safety marketing plan, you can tap into the inherent desire in everyone to stay safe and create excitement around it. Safety is already important to individuals, so why not leverage this passion and enthusiasm? By developing a strong safety brand, effectively positioning safety initiatives, listening to the voice of the customer, and reinforcing engagement, you can build a culture where safety becomes an exciting and integral part of everyone's mindset.
Marketing safety is just as important as marketing any other aspect of your organization. By leveraging branding, positioning, the voice of the customer, and reinforcement strategies, you can create excitement, engagement, and sustained commitment to safety. Let us embrace the power of effective marketing in safety and elevate it to the level it deserves. Together, we can build a culture where safety is not only a priority but also an exciting and passionate part of our organizational DNA.