What do you mean by legacy marketing communications?
Your marketing communications programs have to be as effective as your best employees (such as: managers, sales people, customer service representatives and recruiters). Using the term 'legacy marketing communications' is hmci's way of describing when your organization is using outdated practices, practices that used to work but are no longer the best option to choose. Groups you need to reach such as: customers, employees, suppliers, investors and the media evolve and change. Using language and channels that no longer make sense takes away from your organization's ability to implement marketing communications programs that resonate with your key audiences. Also, as your organization evolves your requirements change. There may be a need for more focus on direct mail and less reliance on paid advertising.
Why should I worry about internal marketing?
Organizations profit by paying attention to both internal and external marketing communications. We believe in using best practices with your internal and external audiences. Successful organizations make their employees their best ambassadors so that they can support the external marketing communications --recognizing that the success of the organization often hinges on the communication that is happening at the water coolers, in the boardrooms and lunch rooms.
Where should we advertise?
Sometimes paid advertising makes sense. Other times, it is not the most effective choice. Eventually you decide when it is time to improve what you have been doing and sometimes that simply means altering how you do it. For example, changing the format of the direct marketing pieces and the lists being used to reach the target audience can save money and increase sales [or in the case of government programs, increase support and encourage the desired behaviour changes]. In addition, other questions that need to be es olved include: Who to reach? What messages will make sense to them? What are our impact and output objectives? Sometimes these are the real issues -- not where to advertise but to know who should be reached and how.
