The Importance of Internal Marketing 

One thing that is often overlooked: Marketing to all forms of the company to everyone in the company,

A study by Northwestern University in 2005 defined the importance of internal marketing as:

"To align, motivate, and empower employees at all functions and all levels.  To consistently deliver positive customer experiences that are aligned with the firm's organizational goals."

Or, as David Russell paraphrases: "To make sure everyone knows where the ship's headed."

5 KEY FINDINGS FROM STUDY:

1. People Matter.  The main driver for internal marketing: create a workplace where people feel excited to go to each day.
2. Internal Marketing Drives Performance.  Employee satisfaction is key to customer satisfaction.
3. Anyone Can Make a Difference.  You can always make a difference with your attitude.
4. Employee Loyalty is Critical.  Employees will trust their employer even in difficult times as long as the company is transparent and tells them: here’s our vision, here’s why we’re doing what we’re doing.
5. All of these things can be an advantage over your competitors

Gail Monclove of Rental Home Management Services, Inc. highly recommends having an internal mission statement.  Employees need to learn and understand the culture of the company.  It's important to know what you do, read the manual, etc.

Recommended reading:

Good to Great: Why Some Companies Make the Leap...and Other Don'tby Jim Collins.  This book explains how a company will only be as good as teh weakest link.

Examples of good internal marketing:

• Cysco:  One a month, a group of employees all over the country are chosen/invited to have breakfast with the CEO of the company.  It's a great way to show appreciation and make sure employees feel connected--no matter how big or small of a company.
• "Undercover Boss": Television show where the bosses of companies go undercover to really understand the interworkings of the company and connect with all employees.

As the Northwestern University study explained: if you communicate to employees where the company is going, they will be more likely to stay on board.  If the staff doesn't know the plans, how do they even know if they want to be a part of it?  Each person needs to know why their piece of the puzzle is important and believe in it.

Contact the Marketing ADvisors at 321.281.2011 or email the MarketingADvisors@WDBO.com to receive free advertising, marketing, and promotion advice.

Rental Home Management Services, Inc.: www.renthomefl.com or 407.261.5160