Any marketer can tell you that retention is just as important to a business as performance management. While the latter focuses on employee satisfaction, the former focuses on the means to increase the sales and customer satisfaction. The list of those means starts at the marketing training plan. The employees of an insurance company, those of a land-based casino or those of a transportation company… they all need to be trained to build the skills they then have to use in the best interest of the business they are part of.
Identifying the marketing training needs
Every good marketing training plan starts with the proper identification of the marketing training needs. Let’s assume you own one of the businesses mentioned above. Best case scenario is you own a casino. You may have recruited new staff that have very little experience in gambling or the performance levels of your staff may have dropped for some reason. Of course, unless those reasons are reasons you cannot control, you can avoid the latter by rewarding your employees. Casinos often reward their customers for their choice by offering them attractive casino bonuses, for instance, so there is no reason why the employees should not have their own reward system too. If you want to get an idea of just how attractive those casino bonuses can be, you can do it here. Anyway, a reward system will prevent your employees from feeling tempted to steal from you. Also, you may need to keep your staff up-to-date on the regulatory modifications, which are quite common in the casino industry.
Identifying the business objectives
Marketing training is only effective if it focuses on a business achieving its goals. The marketing budget may be limited, in which case priorities need to be set. Some businesses have to focus on sales, while others have to focus on their employees. If you own a casino, you will fit in the second category. You need to improve your employees’ skills, which vary from their attitude toward the customers to their contribution to the casino making profit despite the incentives they are offered like casino bonuses or progressive jackpots.
As mentioned just now, a marketing training plan is only effective if it helps a business obtain results. Of course, these should be measurable or establish performance standards. For instance, the employees may be given targets to achieve. In case those targets are not achieved, their rewards are off the table. It should be noted that the business outcomes and the training plan are very much related in terms of value. However, your training plan may serve to motivate your employees to achieve performance rather than feel drawn to the casino bonuses and the other piles of cash they are surrounded by, but the costs usually involve more.
Identifying the marketing training techniques
Finally, you may be aware of the business goals and outcomes, but as a business owner, you have to make sure you find the best training methods. Of course, your employees will learn a great deal doing their actual work, but you can also try workshops, conferences or seminars. This will make your training more effective. In the end, whether there is a casino involved or some other business, it all comes down to acknowledging the value of training. This is how performance is boosted. And then, finally, you have training evaluation to consider, which leads the way to the identification of new opportunities and needs.