Marketing Dollars Go Beyond External Benefits

But another important side effect of effective external marketing is how it transforms a company's internal culture, especially when revenue or morale (or both) are low.

When a successful marketing project produces effective results and represents a company in an innovative way, consumers are not the only targets to be inspired or spurred to action. An organization's image speaks directly to the quality of the people behind the product, so when a company is lifted up by good marketing, so are the employees. In other words, good marketing puts a company's best foot forward and it's people step right along with it.

How does inspirational marketing affect internal behavior? When employees, partners, vendors and contractors see the innovation and quality of the advertising, marketing communications, and multimedia they feel a part of that momentum and progress. In time, they see their role in a new light – as being bigger than the daily tasks and quarterly targets. They feel connected to the mission and feel pride in their individual contribution when they see the positive consumer and analyst response.

What happens next? Attendance is up. Spirits are up. Output is up. Costs are down. Negativity is down. The ups and downs are where they should be.

The next time budget cuts are bantered about and higher ups are looking for projects to cut, remind them of the real and powerful internal side effects of creative, intelligent communication. The effort expended is the same but with additional benefits that go beyond initial cost savings. Your external marketing needs are met and your internal culture is given a boost. This leads to even greater results, measurable in both numbers and by just walking down the halls.

Here's to the tangible and intangible benefits of good marketing communications in 2009.