When considering a multi-channel, integrated marketing program, an often overlooked channel are your employees.  There are more efficient channels which can reach thousands, or millions, of current and potential customers.  But, there may be no channel as effective as a customer service representative or a front line salesperson to unlock customer lifetime value within a company’s best customers.  I’ve often observed that integrated marketing programs treat internal audiences as just that, another audience.  Usually, not a primary audience.  Usually the recipient of downstream visibility and training just prior to launch.

As a powerful alternative, I’ve also observed what can happen when internal audiences are considered as the most important audience.  Informed way up front and included in a brand building exercise or the development of a marketing program.  Inspired by a program and how it relates down to a very personal and individual level.  Asked to engage and become an ambassador of the brand and an extension of the program.  Empowered to take action.  Encouraged to unlock the passion.  Human Resources can be a non-traditional, but powerful ally and advocate to make it happen. 

Think not about employees as an audience, think about employees as The Audience.