Best practices in ic communication 2011

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7 best pra

7 best pra

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  • 1. 7 best practices in Compensation Communication
    Kurt Nelson, PhD
  • 2. 1. Utilize communication campaign approach
    Campaign:
    • Tied together through use of look and theme
    • 3. Campaign strategy focuses on moving from awareness to interest to understanding to action
    • 4. Build upon previous content
    • 5. Create anticipation for next installment
  • 2. Campaign uses a mix of communication vehicles/platforms
    • Multiple touch points with the sales representative to build awareness and capture attention
    • 6. Borrow ideas from consumer marketing – mix of web, paper, live, and guerilla marketing tactics (focus on breaking through the clutter)
  • 3. Mine communication data from electronic sources
    • Tracking time spent on specific pages or topics
    • 7. See which topics/pages were viewed most/least
    • 8. How many people viewed and when they viewed information
  • 4. Interactive communications
    • Use technology to involve participants
    • 9. Gaming is used to reinforce key concepts or engage participants in content
    • 10. Click thru / roll over provide participant with more control over what content they see
  • 5. Include paper communications
    • Paper communications has been shown to activate different brain responses compared to electronic – creating more emotional engagement
    • 11. Utilize paper as part of the overall communications mix
  • 6. Graphics are used as communication content
    • Info graphics are used to simplify and convey a lot of information in a small space
    • 12. Graphical representation of key information provides greater recall
    • 13. Provide visual connections between aspects of the plan
  • 7. Utilization of story based communications
    • Companies using real rep stories or generating generic rep situations to create greater comprehension of “how” sales plans impact sales representatives
    • 14. Create a compelling storyline – build to the call to action
  • For more information contact
    www.lanterngroup.com
    kurt@lanterngroup.com
    Blog: http://thelanterngroup.wordpress.com
    Twitter: www.twitter.com/WhatMotivates
    612-396-6392