Internal Marketing

Success in any activity comes from people’s commitment to succeed.  People succeed if they think they will.  They will make something happen, often despite bad instructions or plans – if they believe they can.

Marketing strategy processes are more effective when:

staff display high levels of clarity about their task expectations;

staff display high levels of clarity about the criteria by which they will be evaluated;

staff believe that they have access to the information and resources necessary to perform their jobs.


Rewards may help achieve successful implementation.  Special incentives such as contests, recognition and extra compensation can encourage salespeople to push a new product.  However, performance standards must be fair and incentives should encourage something more than acceptable performance.

Internal Marketing/Communication of the Plan

Internal marketing is a key ‘implementation’ tool. It informs and involves all staff in new initiatives and strategies. It has the objective not only of advising what the future plans will be, how they will be implemented and who will be responsible, but also builds the right environment for implementation.  Internal marketing/communication aims to build pride in the brand(s)

Internal marketing obeys the same rules as and has a similar structure to external marketing. The main differences are that the customers are staff of the organisation.

The process is straightforward.

Set objectives for internal marketing

Develop strategy

Tactics would include an internal application of the marketing mix such as information gathering, presentation preparation and support material presentations.

Evaluation would consider the take up of PRP against your objectives.

Let’s have a look a closer look at the practicalities of internal marketing.

First identify the internal customers.

Internal customers might include:

  • The senior management team – functional heads of departments
  • Owners and investors
  • Suppliers and facilitators
  • Marketing department –   sales;  marketing support area staff – merchandising
  • Non marketing areas – production; finance; human resources

As with any external customers, those internal customers will have their own buyer behavior, or way of ‘buying into’ the changes to be implemented. The similarities between differing groups of internal customers allows them to be segmented.

Planning for communication of the plan and its implementation program

Think through the approach before starting the implementation.

  • Make sure that a cultural climate willing to buy the plan has been created .
  • Audit team skills and capabilities. Train and develop as necessary.
  • The plan must be correctly marketed to the target audience
  • Decide upon the communication plan.
  • Decide on the best communication tools and methods
  • Work out a budget and schedule.

Internal Marketing – Research Questions (to staff)

Questions asked after some basic concepts explained.  The require staff to write down answers and submit them on-line.  Make a synopsis available and ask for comments from everyone about the input.

How can this organisation add value for/to you personally.  That is what would you value in an organisation?

How do you think this organisation can add more value to its various stakeholders?

How do you think you could add more value to this organisation?


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