Market research is a given for any consumer marketing campaign, but companies seldom invest in such research when their employees are the audience. The marketing people have the necessary skills, they understand the context surrounding the external campaign, and, perhaps most importantly, they are uniquely positioned to match the internal campaign to the external campaign. communications materials must ring true for employees and must draw on the company’s very soul, reflecting and reinforcing what people care about and what makes them come to work in the morning. To be effective, these materials must be as creative and eye-catching as the materials you Del But it is a truth of business that if employees do not care about their company, they will in the end contribute to its demise. And it’s up to you to give them a reason. You need to surprise and charm your audience. This is a task of persuasion, not information.
