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Data Visualization Tool: Information as Fast as the Imagination
Imagine the possibilities of an interactive data visualization tool. You can go almost anywhere and see how the data visualization tool is already being used to make information more accessible and interactive for your business and for your...
How To Write A Killer Sales Letter
I sit down and look at my notebook. Then, I put myself into the zone. Thats how I start to write web copy that sells. Whether you agree with me or not, your web copy will determine whether your products going to sell online or not. ...
Never Be Caught Cardless Again: Five Tips to Help You Remember Business Cards
Sorry, I Don't Seem to Have a Business Card With Me... Those could be the "famous last words" of the forgetful entrepreneur. If you habitually find yourself without a business card, you're habitually losing money; or at least the chance of...
Presentation Paranoia
The human brain starts working the moment you are born and never stops until you stand up to speak in public. (Sir George Jessel) Have you had this feeling before? Rest assured you are not alone. You might be one of the many who would rate your...
Why PR Packs a Punch
Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. A copy would be appreciated at bobkelly@TNI.net. Word count is 775 including guidelines and resource box. Robert A. Kelly ...
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Pitching to Employees
The senior flight attendant on the WestJet flight was starting the routine safety talk: the bit about flotation vests and emergency exits that we ignore at the beginning of every flight.
If we could have your attention, please, we would appreciate it - in fact wed be downright shocked, she said. The passengers and the rest of the crew laughed along with her and then, having captured our attention, she went on with her instructions.
That event, on my second flight with the airline, may have been the point when I became a fan of this upstart, discount carrier. The flight attendants small joke was just one of many good-spirited remarks I heard from station staff and cabin crews.
Guess what? I like travelling with people who enjoy their work. And that point is made, too, by Lance Secretan in an IndustryWeek article (May 15, 2000) that argues employees should be treated as well as customers.
Using Southwest Airlines as his example (and WestJet modeled itself on Southwest), Secretan says management needs to put the same commitment and resources into internal marketing to employees that it puts into external marketing to customers.
Thats not an unreasonable idea, considering that companies sometimes have to fight harder to get and keep good employees than to get and keep customers. Put another way, can you serve customers well if you dont have good employees? And, dont forget the maxim that employees treat customers like theyre treated by management.
So, if we were going to build an internal marketing program for employees, where would we start? What would we do? How would we do it?
Well, wed probably start in much the
same way that we start with external customers: by finding out what they wanted. By identifying the benefits that they consider most important, and communicating about those benefits.
As we articulate our reasons for internal marketing (setting objectives), as we figure out the goals of employees, and identify the best medium, were setting out a communication strategy.
Once we have a strategy we can go on to the tactics, which outline how we will implement the strategy: what will we discuss, how often well discuss it, and what presentation style well use.
What well discuss refers to our subject matter; how often refers to the number of times in a specified time period that we will communicate the subject matter, and presentation style refers to the tone well take in sending our messages.
Once both the strategy and tactics are in place, we act. We implement the plan. And good internal marketing, like external marketing, would involve gathering feedback afterward.
In the case of external customers, feedback is immediate and obvious; they buy or they dont buy. When we turn to internal customers, though, the feedback will be less obvious. In general, though, we will have set objectives based on having employees do certain things; in the feedback phase we can ask whether they did it, and how well, and how often.
About the Author
Robert F. Abbott writes and publishes Abbotts Communication Letter. Learn how you can use communication to help achieve your goals, by reading articles or subscribing to this ad-supported newsletter. An excellent resource for leaders and managers, at:
http://www.communication-newsletter.com
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