A survey of campaign briefs by integrated marketing company, The Purple Agency (part of Adare) suggests that internal stakeholders are rarely considered when launching new marketing initiatives. A survey of briefs the agency had itself received in the last two years shows that only one per cent addressed the issue of communicating campaigns internally.
Says Andrew Woodger, director data and planning, The Purple Agency, “To be truly effective, marketing messages need to be aligned with corporate behaviour and that means involving internal stakeholders in the campaign. The proposition made to customers has to be delivered whenever and wherever they interact with the organisation. Unless everyone understands what you are saying to customers, it becomes a “hollow promise” and quickly comes unravelled. Our own survey suggests that less than one per cent of briefs actually address the issues around the internal communication of key external messages.
“It may well be that human resources departments or other internal groups are being given this task, but equally it could be that marketers are simply missing a trick. As an agency with considerable internal communications experience, we’re concerned that, in many cases, it’s simply not on the agenda. That’s a worry, but more importantly it is a missed opportunity to involve staff, and to engage and empower them to deliver the promise of a better service or a better product and act as ambassadors for the campaign.”
The Purple Agency looked at over 350 communications briefs it had received over a two year period. These ranged from major campaigns to one off projects, across a broad range of clients, from large multi-nationals to smaller to medium size enterprises, and from localised activity to major nationwide programmes.
Adds Andrew Woodger, “Communicating campaigns internally not only mobilises staff to promote the campaign, but also ensures the marketing proposition is reinforced at every customer interaction maximising its impact. Our experience suggests that this aspect of marketing is often neglected. We hope that by highlighting its absence we can start a wider debate about the reasons why – and encourage more organisations to include an internally focussed element to their future marketing campaigns.”
The Purple Agency is an integrated marketing agency providing data driven, multi-channel communications to leading global brands. Ranked by RAR as one of the top 10 creative agencies outside London, and as the Best Corporate Communications agency in 2012, Purple operates in a range of industry sectors including publishing, technology, pharmaceuticals, sports and leisure, and retail. Current clients include Aintree, UK Sport, Galliford Try, Honeywell, White Stuff, Flight Centre, Fitness First, Moneygram International, Sandown Park, MSD, Microfocus, and IBM.
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Tel: 07880 917796
Note to Editors:
The Purple Agency (www.purple-agency.com) is part of Adare, a leading provider of Marketing and Secure Communication Solutions. With 30 locations across the UK and Europe, Adare employs over 750 people and has an annual turnover of £168 million. For more information please visit www.adare.com
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