In this activity, you need to first review the following manager’s discussion regarding the disappointing performance of a marketing campaign. Given the information provided, identify where do you think the problem occurred? Does this firm need to spend more time and effort on its ‘internal marketing’ program?
ACTIVITY/TASK
Bill:
Our sales are below target for this campaign – we need to increase the volume of our direct marketing to our customers.
Jenny:
Sure that’s important, but we’re missing a lot of leads when customers phone our call center – our staff are not converting enough calls to sales.
Bianca:
I agree, I checked the numbers and the sales conversion rate is only 12% – it should be over 25% based on industry comparisons.
Peter:
So where’s the problem here? The call center manager said that the product/price offer isn’t that strong and her staff are not keen to promote the product at all.
Jenny:
I don’t think it’s the offer. Over 5% of the customers who got the direct mail then phoned the call center – that’s well up on our last campaign!
QUESTIONS
- What do you think has gone wrong here? (List the possibilities.)
- Do you think that an ‘internal marketing’ program required in this firm? Will this approach solve the firm’s problems as highlighted above?
- How could the firm structure their internal marketing communications program?
