Olympic sponsors need to get employees on board

I am pleased to see that BA’s employee engagement programme will involve staff in its sponsorship of 2012 Olympics and Paralympic Games.

Key brands invest substantially in communicating with customers but too often underrate the value of internal marketing to their staff. It is at the point of interaction between customers and employees where the brand promise is either delivered or not.

While some organisations offer staff the chance to attend the events they sponsor, I hope BA will also involve staff in active roles where they can truly engage with the company’s activities. If that happens, then BA and its staff will gain full benefit for both the sponsorship and engagement programmes.

John Sylvester
Executive director
P&MM Motivation

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