Proctor & Gamble and Google swap employees
In an attempt to better understand consumer buying behaviours and bolster their bottom lines, Proctor & Gamble and Google have begun a pilot project of swapping employees. It’s a brilliant move on both sides.
As reported in "The Wall Street Journal," both companies hope the move will inspire creativity and foster new ideas about marketing and branding. P&G is looking to explore online marketing opportunities by appealing to an Internet-savvy generation of consumers.
For Google, which has seen slower growth from text messaging, it hopes to gain a larger slice of P&G’s ad budget by demonstrating how “interactive” marketing works.
An interesting part of this story involved a P&G product launch for a new line of Pampers. For the launch, nobody bothered to invite the “motherhood” bloggers. The mommy bloggers attract upwards of five million visitors to their sites, and they could have helped to spread word about the new Pampers.
To make amends, P&G invited the mommy bloggers to one of its facilities a few months later, where they were given a tour of the plant and got to meet company executives. (Memo to Marketing Departments everywhere: don’t ignore the bloggers).
To increase sales and market share, companies need to break out of their traditional patterns of thinking and learn to embrace new ideas. What the Proctor & Gamble / Google swap demonstrates is a willingness to explore a completely different business strategy, which will probably pay off for both companies in the long run.
I applaud P& G and Google for going this route, and I’m sure we’ll hear about other companies following suit.
Proctor Gamble and Google swap employees - To learn more about this author, visit Ross Fattori's Website.
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