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Best practices in ic communication 2011

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Best practices in ic communication 2011

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

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