When communicating the value of your project, having others spread the word is far more impactful (and scaleable) than communicating it yourself. Surprisingly, electronics manufactures do well here. High Definition and more recently 3D television are big new categories for electronics. The value of HD and even 3D are now being communicated by all sorts of products far beyond the electronics industry, the examples below are toothpaste and paint, but the value of what electronics is selling is implicitly promoted as being premium.
It’s important to determine who can effectively communicate the value of your project.
In the world of consumer marketing, people are shown a barrage adverts multiple times over an extended period of time via different media such as TV, radio, print to drive behavioral change whether it’s to try a new cereal or purchase dairy products more often. Compare that to the corporate world, where often a single memo, training class or even an email is can be deemed sufficient to drive change.
It seems organizations could learn from consumer marketing campaigns – often more time is spent on crafting the right message than considering opportunities to repeat it over time.
Where’s the marketing campaigne for the internal change you want to drive?