Designing Internal Marketing Campaigns


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

  1.  How would you structure your internal marketing program? (Use ideas from the above list, plus any of your own.)
  2.  How much impact would you expect this program have on the campaign’s overall results?
  3.  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