Perhaps even more important, by taking employees into account, a company can avoid creating a message that doesn’t resonate with staff or, worse, one that builds resentment. IBM used this tactic very effectively when it launched its e-business campaign. It took out an eight-page ad in the Wall Street Journal declaring its new vision, a message directed at both customers and internal stakeholders. This is an expensive way to capture attention, but if used sparingly, it is the most powerful form of communication; in fact, you need to do it only once for everyone in the company to read it. Advertising isn’t the only way to link internal and external marketing. Wall Street Journal declared its new vision, a message directed at both customers and internal stakeholders. This is an expensive way to capture attention, but if used sparingly, it is the most powerful form of communication; in fact, you need to do it only once for everyone in the company to read it.
The company hopes to keep the spirit of innovation that characterizes its ad campaigns alive and well within the company.
