Comments

Execution, it's gotta be execution, but there is also a fundamental issue that management seems to have with internal marketing programs: they don't see that value. My experience is that executives who focus on the bottom line see internal programs as purely expense and don't see that these programs have a direct effect on the bottom line, even though there are some very effective measuring tools available (they cost money to implement as well). It's frustrating.

Also, corporate marketers are often campaign or program driven and not strategic thinkers. Employees are a company's core strategic asset, but it seems they are often treated like a short term customer when it comes to internal marketing and communications. In my view, in order for an internal campaign to be successful it must communicate the long-term company strategy in as transparent and motivating way as possible. Slogans are great, but they have to mean something personal to the employees.

Posted by Andrew Hayden at October 19, 2005 8:17 AM

Management doesn't just make up empty slogans and catchphrases to confuse employees....

They're already used to doing it to their consumers....

Posted by Chris Houchens at October 19, 2005 8:31 AM

It's all noise. Until we're really able to commit (both internally and externally) to cutting back on the insane volumes of communication that we're dumping on our internal and external targets, we can't expect any of our communiques to make sense to them.

The only thing our targets are hearing is "blah, blah, blah."

Even prior to execution, strategy needs an overhaul - if the strategy isn't right, even beautiful execution won't move the needle.

Posted by Maureen Blandford at October 19, 2005 9:15 AM

HELP! HELP!
I don't know where else to turn!
My company has a large scale software partner. In conjunction with them I have to give a presentation on software implementation to a group of govt managers. Now, I present myself as Jim Cooper, Partner and Officer in Charge of Fun Stuff. I've been told by a PR person at the software company that this title might be fine for developers but - quote - this group is a lot of govt people and project leads/managers at a minimum. It's up to you, but I just wonder if you want to take a more serious approach since the rest of the topic seems fairly serious. - endquote
Software implementation??? Serious???? There is a group of people that don't want to have fun??
Am I missing the boat here??? ANY feedback is welcome.

Posted by Jim Cooper at October 19, 2005 9:32 AM

From Wikipedia:
"A slogan is a memorable phrase used in political or commercial context as a repetitive expression of an idea or purpose.

...Often their simple, rhetorical nature leaves little room for detail, and as such serve perhaps more as a social expression of unified purpose, rather than a projection for an intended audience."

I think Andrew is right. Internal marketing programs cannot rely on slogans (duh). Neither can external marketing. The slogan should really serve as a reminder of the message. Without a strong message behind it, the slogan is useless. If employees do not hear the message, engage it, and believe it... the slogan is useless.

Also, at the heart of internal marketing programs should be an initiative to better develop the employees. They should know of well-defined, goal-oriented opportunities to improve themselves through the program (revealing high achievers). In other words, the heart of it should be HR... not marketing.

Posted by DUST!N at October 19, 2005 9:47 AM

Hi Jim,

How I empathise with you! In my experience (from both sides of the fence) government people are not programmed for fun, because to them, fun = risk, and they are definitely programmed to be risk averse. 'Fun' = danger = the possibility of things going wrong = definitely not fun! In fact, their idea of fun tends to be, loosening their ties in the pub, or, better yet! No ties on a Friday!!

I'm reminded of Tom's recent comment on the question of wearing a sober suit and tie for an interview with BusinessWeek.com - he stated that you need to show respect for your audience (I paraphrase).

It seems to me, that if 'fun' is an integral element of your product & presentation, that title of yours (which I love!) is completely appropriate. On the other hand, if 'fun' really is a distraction to what is a routine deal, then maybe the title ought to be toned down for the day?

I hate to even suggest that but experience suggests you need to lead these people gently to the water if you want them to drink.

Good luck - and make sure you change your title back on the way out!

Posted by Stephen Spencer at October 19, 2005 9:55 AM

Execution! Just to add a note to Dust!n's comments, don't minimize the impact that middle management (and lower) can have on employees.

When an employee's supervisor tells them, "Forget that stuff, just get back to work!", the idea is dead. If all employees don't get it, I agree the slogan is useless.

Posted by Phil Bowers at October 19, 2005 10:01 AM

Stephen -

Sage advice. Thanx!

Posted by Jim Cooper at October 19, 2005 10:03 AM

Dust!n - nice point about HR but I'd go further than saying it's about a strong message. To work, an internal programme surely needs to talk not just about the company but also it's basic values and the image it wants to present. That in turn needs to be reflected in hiring decisions, training, rewards etc. It's one of those issues where people assume once they've said it, it's done. In reality, it needs to be agreed and lived and constantly re-inforced, and also re-enforced when someone transgresses.

Posted by Mark JF at October 19, 2005 10:52 AM

Mark JF, I think we're on the same page.

"reflected in hiring decisions, training, rewards etc."

These actions are the implementation of the message. They communicate just as much (or moreso) than banners, emails, t-shirts, speeches, etc. They're the "body language" of the communication.

"To work, an internal programme surely needs to talk not just about the company but also it's basic values and the image it wants to present."

Also, it is critical that the image be a mirror and not a mirage.

Posted by DUST!N at October 19, 2005 12:12 PM

If slogans are to mean anything they should be written by front line staff not managers and never by external marketers. In the old old days 'IBM Means Service' really said it all and they lived up to it. OK so that is not relevant now and maybe not even accurate but it meant something.

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Posted by Brandon at October 19, 2005 2:16 PM

Trevor, why NEVER by external marketers? Can external marketers never earn the right to direct an internal marketing project?

If a meaningful slogan MUST be written by front line staff, who do you choose? I wouldn't form a commitee... unless you like vanilla. Couldn't a meaningful slogan be created with the INPUT of front line staff?

I'm trying not to be biased. I've been the corporate guy and the external marketer.

Posted by DUST!N at October 20, 2005 9:21 AM

Great response Dustin – Isn’t it wonderful to have some conflicting views. I just feel front line staff know the truth. They know it better than anyone - whether that is managers or external folks. Ok I accept that NEVER is a word that may be too strong and maybe I use it too freely but my feeling is that if you want people at the front line to really ‘buy in’ to something then engage them in drawing it up or better still let them draw it up – they interface with your customers – they know the real world. I hear what you say about ‘input from front line staff’ and that is good. As regards how do you select people – I agree you certainly don’t organise a committee. You find creative ways of seeking out the views of front line staff - do really imaginative rocket science things – cutting edge stuff like …. Errr errr … how about ... go and listen to front line staff. Now there is a novelty for some managers, There is absolutely no need to form a committee - simply listen to staff. Great banter Dustin - and of course I accept that I am often wrong in the eyes of many. Like you I have been ‘corporate man’ and I am now 'external' and I have also been at the front line as I am sure you have been to. My memory is that I felt good when my boss asked and listened – that was a more pleasurable experience than being told and feeling I was not engaged with the senior folks :-)

Posted by Trevor Gay at October 20, 2005 9:51 AM

So maybe it could be the front line staff writing through the arm of the external marketer. The marketer facilitates instead of dictates.

External marketers need to learn how to ask and listen, just as a good boss should.

Posted by DUST!N at October 20, 2005 10:53 AM

Amen!! - As I thought ... we were agreeing all the way along Dustin :-)

The sun is shining in Birmingham and all is well!

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Posted by Trevor Gay at October 20, 2005 11:05 AM