MODERN MARKETING
experience (in other words a market
leading brand) begin.
Goals might include broad strategic
initiatives, as well as specific
tactical marketing programs and
campaigns.
In every case, the establishment of
an IM program incorporates three
main elements of the marketing
concept:
1
It is customer focused - the
customer is the hero of the
organization.
2
It is integrated throughout
the organization: everyone is
in marketing.
3
It is accountable: various
customer and employee metrics
are established to monitor progress
towards goals.
Internal marketing projects usually
encompass one of six phases:
1
An assessment phase that
uncovers management and
employee attitudes and beliefs
towards each other, the company,
customers, and marketing mix
components. This frequently
consists of employee focus groups
or formal written employee and
management surveys.
2
The segmentation and profiling
of the internal market by
demographic, work-related, and
attitudinal characteristics.
3
A review of communications
activities and their
effectiveness, including a
“mapping” of communications
channels. Instrumental are the links
among customers, employees, and
marketing/management.
4
An assessment of employee
performance and appraisal
systems, including goal-setting,
measurement, appraisals, and
rewards.
5
The identification with
management and employees of
realistic internal marketing goals
and objectives.
6
The development of a workable
internal marketing plan to
achieve internal marketing goals.
These plans usually include
communications and behaviouralrelated programs across all
organizational levels.
inspire their employees to inspire
their customers.
This is where great customer
service begins. It is also where
great employee relations begin.
Focus on the customer and
everybody wins!
Motivated and inspired employees
are the clearest reflection of your
brand.
Motivated and inspired employees
equate to a better customer
experience. Happy customers
results in more sales. More sales
usually mean increased profitability.
Keep your promises to your staff as
well as to your customers.
Organizations implement their IM
programs using a combination of
internal and external resources.
That might include employee
meetings, developing
orientation and other employee
communications materials,
creating communications programs
for annual employee meetings,
creating IM integrated appraisal
systems, and focusing on day-today employee communications to
ensure a professional, consistent
internal marketing perspective.
Many organisations battle with
training, motivating and inspiring
front line staff. Hiring processes
can often be shortcut due to
immediate staffing needs.
We all know that poorly motivated
and disengaged staff reflects badly
on your company and your brand.
IM programs enable businesses to
For more than 20 years Naomi has
been creating events for organisations
that have helped them stand out
from the crowd. Naomi has also had
leadership roles in large scale events
such as the Australian Formula 1 Grand
Prix, Melbourne Cup & Royal Melbourne
Show. In 2015 Naomi started Focus
on Food which is using technology to
redefine the way we think about events,
creating new opportunities for venues,
chefs and other hospitality & event
professionals.
November 2016
ModernBusiness
9