by Terri Brown, founding director of Actuate
Can we create a measure for internal marketing campaigns? That’s the eternal question and it still remains pretty tricky. However, the evolution of the discipline and access to technology by employees has made measurement more possible, if not easier.
Where measurement becomes tricksy is in separating out the variables that impact on the campaign or programme, not unlike above-the-line or direct marketing, but maybe a little more difficult because of the sheer number of internal issues affecting employees attitudes, perceptions and behaviours.
If what you want is to identify and separate the factors that influence the outcome of a campaign and to determine whether the results you got were because of something you did or because of something someone else did – then there is only one way to do it. You would have to go through the laborious and costly process of controlled studies – which is impossible to do for every internal marketing campaign. So, you would need to decide about what is realistically measurable.
These would include:
Efficiency of channel: Did your message get to the right people at the right time?
For example: what were the results of using new media rather than traditional media. How far into the target market did the medium reach? This mix would depend on the individual organisation including factors such as access to technology, internal distribution and event attendance. You may be surprised to find that new media works in the most unlikely organisations. For example: many people have access to cell phones and sms’s can be sent cheaply in a range of languages, offering the critical advantage of over-coming language barriers. The trick is to try a range of mediums and track which combination works best in your company.
Effectiveness of communications. Was your message read, understood and remembered?
This is where technology can really come into play. Of course, you could do a ‘tick-the-box’ option on a questionnaire at reception. But you could also use random webcam interviews, on-line competitions and messaging integrated into team-building activities to test recall and memorability. As always, the key to effectiveness is: creativity in the initial campaign, consistency in communication and importantly, taking the time to consider what would reach the most people in an impressionable way. It’s not about the message. It’s about a focus on the people receiving the message and that requires the most intangible but most magical of elements – creativity!
Impact on employee behaviour. Did people change how they behaved? Generally, internal marketing campaigns are executed for three reasons: to motivate employees, to change culture or to orient employees to new systems/products. Each of these objectives can also be measured differently. This may include, for example, a perceptions audit, if the aim was to motivate employees. Or focus groups and customer feedback to ascertain culture change.
Business impact. Did the changes people made as a result of the campaign affect productivity, profitability or the customer experience? Here’s where the people responsible for internal marketing campaigns should work closely with the other parts of the business to take a base-line measurement of the results that would be meaningful to the business. It would be advisable to decide on specific targets in advance. For example: a 7% improvement in customer experience. It would also be prudent to ensure that the other criteria for effective change can be met such as: providing employees with the necessary tools to do the job.
Depending on the duration, you should measure at various points in the campaign. You will be able to refine measurements to suit your organisation as campaigns are executed and you’ll also have the option of refining the campaign to iron out any bugs and take advantage of what is working well. However, good communication is underpinned by imaginative and creative campaigns – so don’t let an attempt to provide ‘proof’ undermine the heart of the campaign.