Assume you were the marketing manager for a bank and you are planning a major new product launch, with a substantial advertising and direct mail 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).
ACTIVITY/TASK
Here are some thought starters for your program. Note that there are in four major categories.
| Training |
Motivation |
|
Strategic purpose |
Bonuses – standalone |
|
Overview of campaign |
Bonuses – add to existing scheme |
|
Product application process |
Sales targets |
|
Product features |
CEO letter |
|
Key selling points |
Competitions |
|
Competitive advantages |
On-line competition results |
|
Likely FAQ’s |
Prizes (mgr discretion) |
|
General selling skills |
Launch party |
|
Relationship skills |
Decision empowerment |
|
Review promotional materials |
Managers on counter |
|
CD program |
Personal recognition |
|
On-the-job training |
Awards |
|
Define target market |
Input to campaign design |
|
Campaign tracking/recording |
Team bonuses |
|
Likely customer ‘complaints’ |
Peer sales comparisons |
|
Support Tools |
Communication |
|
Sales scripts |
Staff newsletters |
|
Prompt sheets |
DVD/video launch information |
|
Sales sheets |
Emails |
|
In-branch merchandising |
Seminars |
|
TV ads in branches |
Campaign updates |
|
Specialist staff |
Campaign newsletter |
|
Extra staff/hours |
CEO/Manager visits |
|
Competitor comparison sheets |
Staff web pages |
|
On-screen prompts |
Staff meetings |
|
On-screen target market ID |
Upward communication |
|
Easy application process |
Staff surveys |
|
Phone help-desk |
Staff suggestions |
|
Customer needs worksheet |
Notice boards |
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?