Communication and training are an important component of successfully rolling out a large scale strategic enterprise initiative. If you aren’t using these these touch points to also boost employee engagement, you are missing a golden opportunity.
Recently, we have been experimenting with ways to use marketing strategy to increase learning effectiveness and support enterprise strategy. Why? Because models like ADDIE that guide development of a learning intervention are woefully inadequate when it comes to capturing the hearts and minds of employees. ADDIE offers no help in engaging our people to realize strategic goals. In contrast, the very purpose of marketing is to build awareness and credibility and facilitate the decision making process that leads to closing a sale – in other words, to capture the mindshare of the target audience and guide them to a desired behavior. To accomplish those same goals with employees, it only makes sense to steal an ADDIE equivalent process from the marketing world. Enter the “Marketing Mix.”
When I first started Media 1, back in 1993, the Marketing Mix was described as “4 Ps:”
- Product (or Service)
With the advent of digital marketing – email, web, and social media – today’s Marketing Mix is more complex. The Ps now number 7, and include variations on:
- Physical Evidence
Enterprise learning and strategic communications, too, are undeniably more complex than they were 21 years ago – also in large part due to the advent of digital media and portable devices. We, too, have a much more difficult time breaking through information clutter and gaining mindshare. Fortunately, with just a bit of sleight of hand to shift context, we can put all 7 Ps of today’s Marketing Mix to work for us to help gain employee engagement and drive desired strategic outcomes. In my next post, I’ll show you how.