Remember, you're a billboard!

A column reader recently wrote to tell me about a couple companies that did some accidental advertising. As this reader was on his daily commute, he drove by the local adult bookstore and was surprised to see a well-known company's clearly branded truck in the parking lot. That changed his perception of the company.

Then, the next day he was in a restaurant with his family and overheard a conversation of co-workers for an online learning company, each wearing a company labeled polo. They were talking loudly about how stupid people are when they call the helpline and ask questions, how frustrating people are and that a certain computer brand's users are the worst and so when they call, they just put them on hold, hoping they'll hang up due to the long hold time.

This reader happens to work with some pretty high-tech companies. Later that same day, he was asked for a recommendation for some employee e-training. Guess who did not get a glowing recommendation?

We all know how powerful word of mouth advertising is. But it's just as powerful when the story isn't a glowing one. How would you feel if someone could tell those sorts of stories about the people who work for you? Are you sure they can't? Really sure?

I know this seems like common sense. But as the above examples prove, it probably is worth re-visiting with your employees or co-workers. When someone is wearing your company logo, driving a company vehicle or attending a conference on behalf of your enterprise - they are a billboard.

You should probably make sure you're happy with the message they are broadcasting.

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