There’s a Target Audience Watching You Extremely Closely

As marketers, we are always concerned about speaking directly and intensely to the target audience.  Targeting audiences are where the word “relevancy” started being used in marketing.

However, there is an audience who will see your materials first and will be moved, influenced or ashamed of your marketing materials.  The target audience watching you so closely is made up by the employees of your organization.

New marketing can invigorate employees.  It sets up expectations.  New marketing materials can build morale, instill pride and provide employees with key information about your organization.  It gives employees a shared voice.  It is the most “undervalued value of advertising,” as one of my friends says.  However, if the message is fake, inflated or over-hyped, then the marketing can have damaging effects.

They may not be your primary audience, but your employees are watching more closely than you know.  They are like a sponge.  And they are learning.