Topics
internal environment, corporate culture, people mix, services, 7Ps
Review the activity below or download the PDF student worksheet
Student Worksheet: Designing Internal Marketing Campaigns
Student Discussion Activity
Assume you were the marketing manager for a bank and you are planning a major new product launch, with a substantial advertising, social media, and direct marketing budget.
As you need to rely upon the bank’s branch and call center staff to complete the sales, you will need to develop an internal marketing program (use the checklist below as a guide).
Potential Components of Your Internal Marketing Program
Here are some thought starters for your program. Note that there are in four major categories.
| Training Staff |
Motivating Staff |
|
About the campaign’s strategic purpose |
Bonuses – standalone (new scheme) |
|
Overview of campaign |
Bonuses – add to existing scheme |
|
Product application process |
Sales targets for staff |
|
Product features |
Letter from the CEO about the campaign |
|
Key selling points |
Competition for the best sales results |
|
Competitive advantages of the product |
Up-to-date sales leaderboard |
|
Likely FAQ’s from customers |
Prizes for staff results |
|
General selling skills |
Pre-campaign launch party |
|
Relationship-building skills |
Decision empowerment = allow staff more autonomy |
|
Review of the promotional materials |
Put senior managers in customer contact situations |
|
Tips on streamlining the sales process |
Personal recognition – managers says “well done” |
|
Additional on-the-job training |
Awards and trophies for sales results |
|
How to identify the target market |
Staff input to campaign design – before it runs |
|
How to track sales campaign results |
Overall team (not individual) bonuses |
|
Addressing likely customer objections |
Peer sales comparisons = ranking all sales results |
|
Support Tools for Staff |
Communicating to Staff |
|
Sales scripts to follow |
Staff newsletters |
|
Prompt sheets of key features |
Video launch information |
|
Detailed sales information sheets |
Emails direct to staff |
|
In-branch merchandising (posters and signage) |
Pre-campaign Seminars |
|
TV ads in branches |
Campaign updates via video |
|
Specialist selling staff |
Campaign newsletter |
|
Extra staff/hours |
CEO/Manager visits |
|
Competitor product comparison sheets |
Staff web pages |
|
On-screen prompts (on staff screens – what to say) |
Staff meetings |
|
On-screen target market ID = yes/no a target for the product |
Upward communication = get feedback from sales staff |
|
Easy application process |
Staff surveys = during campaign |
|
Phone help-desk = to support sales staff with questions |
Staff suggestions |
|
Customer needs worksheet = is this a good product for them? |
Notice boards/signs for staff |
Student Discussion Questions
- How would you structure your internal marketing program? (Use ideas from the above list, plus any of your own.)
- How much impact would you expect this program have on the campaign’s overall results?
- Given your response in Q2, do you think that the effort in implementing your internal marketing program will be worthwhile? Why/why not?
Related Activities
The Internal Marketing Environment
The Need for Internal Marketing
Need to improve Internal Marketing?
External Information
The Role of Internal Marketing in the Implementation of Marketing Strategies
