THE POWER OF INFUSION.
At OnMessage, a core philosophy is that “Messaging is An Inside-Out Job.” This requires an understanding that “marketing” is no longer just about external campaigns and promotions. It means that every member of your team must internalize your corporate message and understand how it plays a part in their role each and every day.
It’s a process we call “internal infusion”.
More and more executives are recognizing and embracing the power of internal messaging infusion. They understand and want to tap into the influence their internal team has on the customer experience and how they play a role in disseminating a clear, consistent corporate message. Ford Motor Company’s “Go Further” messaging strategy is the latest example of internal infusion in action.
Ford is devoting significant resources to infusing their messaging among 166,000 employees across the globe. The company is no stranger to internal messaging infusion; in the early ’90’s Ford united employees around the message, “Quality is Job One”. Ford wanted to ensure the external corporate message connected and resonated with employees so the marketing campaign wouldn’t become more than just … another marketing campaign.
Internal messaging infusion however, must go beyond making employees aware of a tagline or slogan. It requires complete alignment between corporate messaging and the corporate culture. It also entails providing employees the tools they need to personalize corporate messaging with the activities they manage every day. This requires formal training and education programs that enable employees to see how the messaging applies to what they do and the difference they have on delivering a consistent, compelling customer experience, a customer experience that is fully aligned with the promise your company is making in it’s “external infusion” campaigns.
That’s how you maximize business results. That’s how effective messaging strategies are executed. It all starts with having an “inside-out” state of mind.