Every time you interact with a customer, you’re engaging in marketing. Doesn’t matter if you’re meeting them at the mall, asking them to send you some data, delivering an invoice… it’s all a marketing interaction.
When you bother 100 customers to get useful data from only 2, you just paid a marketing cost.
When you shout at a classroom full of kids because one kid misbehaved, that’s a marketing decision.
When you make 5,000 non-smugglers wait in a steaming hot customs hall at a foreign country, you may think you’re doing your job and collecting those little green forms, but what you’re really doing is marketing (negatively).
When you bring sweets (which weren’t required) with the bill (which was) you’re using the transaction as an opportunity to do positive marketing at your restaurant.
Here’s a little thought experiment that will show how your managers are misjudging these interactions: Go ask your front line staff what they’re doing when they’re doing what they think is their jobs. Like when they’re welcoming clients at reception or answering the phone or filling out a form with a customer. How many say, “I’m using this as an excuse to market to our best customers”?
Marketing doesn’t keep office hours. Everything you do communicates one time all the time.