Ever hear of “invertising?” Me neither, until I stumbled across it when reading about how the big boys of advertising (Pepsi, Coke, Nike and the like) make it a priority. (Check out this link to read about Pepsi’s latest, large-scale invertising effort). Invertising is just a fancy name for something we should all be doing anyway -- marketing our campaigns to our own internal audience, our staff.
Successful companies take invertising seriously, and here’s why: Employees are critical to the success of a new campaign. Behavior change campaigns are no different. Ask yourself just a few questions to see if you agree.
If you want to seize every opportunity to get your message out there, doesn’t it make sense to have your own staff stand behind your messages?
Won’t staff help you reach your target audience? Many staffers will fit the profile of the audience you seek. Even if they don’t, they most likely know, speak with or are related to, people who do.
If employees believe in your campaign, won’t they help support it and get the word out?
Unveiling your campaign to employees should be a priority. The way the bigwigs at Pepsi describe it, if employees see a new television spot or hear about the campaign second hand, they are likely to feel slighted. And no one likes to feel slighted. Giving employees a sneak peek before the rest of the world recognizes their efforts in supporting the work of the organization, and helps them feel like a part of the team. If employees feel included, they will work hard to help make sure the campaign is successful. You can create this internal buzz by hanging banners and posters in the office, printing up snazzy t-shirts and caps for staff, or simply calling ameeting to reveal your new messages. However you do it, it’s important that all employees feel vested in the campaign. The cleaning staff and the CEO are equally important here and both deserve to be a priority.
Guest blogger Beth Skorochod is a consultant in the HIV Department.