best practices in ic communication 2011
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7 best praTRANSCRIPT
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7 best practices in
Compensation
Communication
Kurt Nelson, PhD
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1. Utilize communication campaign approach
Campaign: Tied together through use of look and theme Campaign strategy focuses on moving from
awareness to interest to understanding to action Build upon previous content Create anticipation for next installment
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2. Campaign uses a mix of communication vehicles/platforms
Multiple touch points with the sales representative to build awareness and capture attention
Borrow ideas from consumer marketing – mix of web, paper, live, and guerilla marketing tactics (focus on breaking through the clutter)
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3. Mine communication data from electronic sources
Tracking time spent on specific pages or topics
See which topics/pages were viewed most/least
How many people viewed and when they viewed information
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4. Interactive communications
Use technology to involve participants Gaming is used to reinforce key concepts or
engage participants in contentClick thru / roll over provide participant with
more control over what content they see
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5. Include paper communications
Paper communications has been shown to activate different brain responses compared to electronic – creating more emotional engagement
Utilize paper as part of the overall communications mix
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6. Graphics are used as communication content
Info graphics are used to simplify and convey a lot of information in a small space
Graphical representation of key information provides greater recall
Provide visual connections between aspects of the plan
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7. Utilization of story based communications
Companies using real rep stories or generating generic rep situations to create greater comprehension of “how” sales plans impact sales representatives
Create a compelling storyline – build to the call to action
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