Something to support the physical

One of our business units used video to deliver strategic messages throughout the year. The feedback we received from the unit (approx 250 people) was that it was a ‘nice’ way to deliver a message, but in terms of registering what was said it had very, very little impact (reports received back from employee focus group). I was also part of a discussion today regarding the launch of a knowledge programme with a large business unit (approx 800 people). We talked over a mixture of delivery methods to determine how to launch a new initiative in knowledge sharing. The general consensus of opinion from various areas of the business unit was that methods such as ‘video’ look and feel fresh but do not register with the audience without some physical take away. A number of people quoted an example of an initiative that was launched last Easter which included an Easter Egg on each employees desk. The initiative is remembered far more than video messages given by a CEO. My early musings on this is that any virtual campaign needs to be supported (or vice versa) by a physical example that the audience can take away. Someone quoted an example of a match-day programme or magazine from a concert of football game. You need something you can hold/touch to remember the messages (or event) you attended. I’ve always maintained that we need to look at channels which satisfy our physical, virtual and social needs to make an impact.


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