Have you really run a critical eye over the hard to quantify cost of culture? It’s probably time you did!
When it comes to marketing it’s long been the case that the most expensive exercises get the most attention. At first glance this sounds reasonable until you realise that the most attention simply must be on the exercises that deliver the most impact. This is the point of realisation where you naturally sit forward in your chair. Aren’t they one and the same?
In short, no.
Depending on the industry you are in, your consciousness of this fact will directly relate to the maturity of your marketing approach. If you are in a hotly contested space, you’ve had to refine your energy significantly for some time in this regard. If you are in an industry that’s typically been less competitive, this is a sizeable lesson. Spending big on above-the-line advertising will do little for you unless you have first invested in your brand at a people level because it is only as strong as the attitude they walk through the door every day.
My rule of thumb when it comes to connecting in a meaningful way with staff is the same as when you communicate with people through advertising – leverage an insight that unlocks a human truth and deliver on it consistently across a range of integrated touch points.
Essentially when it comes to people who live your brand versus advertising dollars and media spend, the former wins hands down as long as you have clearly defined your brand purpose. If you haven’t that’s another post to be written. In the meantime…
Is your internal communications manager the squeaky wheel?
If they aren’t you have some decisions to make. But first, have you made every effort to inspire them and empower them? Their impact in your organisation comes down to the freedom you have set out for them to dream and fail. It’s not just the external marketing team that should be thinking big. Remember, whether a customer or an employee, you are still talking about engaging a person. Therefore make sure your internal comms and culture programs get their fair share of grease!
So next time you are fooled into thinking the big news in marketing is the arrival of Artificial Intelligence (AI), remember, as smart as AI is and will become, it’s neither passionate nor creative. And you need both of these things to really engage someone. Sometimes the best marketing you can do is “advertising” your brand purpose to your own team.
Read more here:: B2CMarketingInsider