How to create synergy in the workplace
Updated: Apr 12, 2019
In the business environment, synergy occurs when two or more businesses or resources come together to make a greater impact than they would separately. In his "The 7 Habits of Highly Effective People," author Stephen R. Covey lists synergy as one of them and notes that "two heads are better than one." As a small business owner, you can use synergy in your workplace to enhance your business.
Create Writer and Designer Teams
Creative agencies help businesses create messages that inform, persuade or remind potential or existing customers about the products and services they offer. These messages typically involves the use of words and images, which ensure the message is appropriately delivered to the target market. Agencies pair writers and designers, and encourage them to work closely to to create cohesive marketing messages that resonate with the company's target market. They may create a website, brochure, sales sheet or poster. Synergy exists as the pair merges talents to create a final piece.
Send Email Cross-Promotions
Businesses use email marketing to connect with their customers. They send information on product launches, announce sales and introduce customers to new employees. Businesses can leverage their email marketing efforts by doing cross-promotions with non-competing firms that share similar target markets. For example, a tutoring company can promote a school supply stores' products, while the school supply company can promote the tutoring company. Businesses can cross-promote through email marketing, print advertising, social media, commercials, their websites and company signage.
Display Products In-Store
A business owner who doesn't have a storefront might form a strategic partnership with another business with a similar target market that does have a storefront. For example, a handbag designer might feature her merchandise inside a purse boutique, while area artists may commission their artwork to local restaurants that need decor. In these situations, both parties work together to promote each others' products and services.
Co-Host Events Together
As a small business owner, you can partner with other small businesses that offer complementary services. Both businesses benefit since you share a similar target market and understand the buying behaviors of that market. For example, a bridal consultant can co-host a bridal showcase for area brides by teaming up with a wedding cake decorator or popular wedding venue. Both hosts can use their resources to plan and promote the event, potentially attracting a larger audience.
Schedule Brainstorming Meetings
Employers gather employees for brainstorming meetings to solicit ideas on everything from proposed colors or flavors for a product to devising creative ways to promote products and services through social media. By working as a team, the employees can produce a longer list of diverse ideas.
Particpate in Co-Blogging
Employers and their employees use blogging to communicate and connect with their customers, but they also can use blogs to connect with potential hires. Summer interns can co-blog discussing their experiences at a company. By working together to create posts and ideas for the blog, the blogging team is using synergy that would not exist if members established individual blogs. The combination of the two or more individuals' ideas paints a broader picture of the organization for which they are working.