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 The Myth of Internal Marketing
Volume:1 Issue:2 - July 2006
When was the
last time you read the latest best seller on inexpensive internal
marketing techniques or attended a seminar conducted by a charismatic
speaker and got fired up about a new marketing initiative? In most
cases these initiatives come down upon employees like tornados,
appearing suddenly, causing mayhem for a short time, and disappearing
as quickly. Here is why: as a former manager of a cosmetic surgery
business, I understood that internal marketing is defined as the
act of marketing to existing clients. This definition is partially
true at best. Internal marketing is based on the notion that a service
organization must focus on its employees, or its internal market,
before successful programs can be directed at customers. Succeeding
in the service industry depends on ensuring that all employees
have the attitude, skills, and commitment needed to meet customer
expectations and maintain customer loyalty. As such, employee development
through communication, training, management, and leadership is
critical to your success. Consider the following:
- Does your staff receive regular and ongoing training on new and existing services within your clinic?
- How often do you roll out promotional programs for your customers?
- When a new promotion is rolled out how do you ensure every member of your clinic is fully aware, and proactively solicits business for you via these promotions?
- Do you measure the success of a promotional activity to take advantage of further opportunities?
- Are you aware of the ABC’s of putting together a successful promotion?
The concept of your internal market (your employees) is often not highlighted because it is
considered a can of worms that most marketers want to avoid. It is nonetheless a critical factor required to market
to your existing clients. So next time someone throws a new marketing idea at you, you can say “thanks,
but how do I implement it?”
KCMC specializes in implementing the groundwork necessary to ensure
the success of marketing initiatives within your aesthetic practice.
For more information please click here to email or call 647-438-5959. |
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