Here is a video link to a bnet interview with Tod Martin, CEO of Unboundary. This is about a 7 minute video, but the good stuff happens between 3 minutes and 1 minute left if you are in a hurry.
Key thing Tod discusses is creating a single story line within your company that encompasses both internal and external communications. External communications can only build successfully if the message is in sync with the employee culture.
I see this a lot with the companies we work with on a consulting basis. They are so high strung to get the message out to customers, they forget to first build the message within the employee base (and does that message truly fit within the culture and brand vision of the company). Without a strong internal understanding of the brand, significant external investment can be lost with one customer contact point with just one of your employees.
If you are not already doing so, look to the following communications efforts to get your internal marketing in line with your external marketing.
- Internal printed or electronic newsletter
- Internal forum/best practices portal
- CEO/Executive team blog
- Internal training using webcasts/webinars
- Town hall sessions
- The Importance of Internal Marketing on the Brand
- Spend More on Internal Marketing
- The 5 Rs of Marketing Communications Planning
- Stop Shouting Features: 5 Tips To Create a Knowledge Marketing Program
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