Integrating Internal Marketing with Consumer Marketing

Integrating Internal Marketing
with Consumer Marketing
IIT Delhi 24 June 2012

Copyright- BCCL 2012

Marketing & Brand
• Marketing is the process of creation of a
“Brand” for a product, real or virtual.
• Brand-Origin of the word (Oxford dictionary):
• Old English brand 'burning' , of Germanic
origin; related to German Brand, also to burn.
The verb sense 'mark with a hot iron' dates
from late Middle English, giving rise to the
noun sense 'a mark of ownership made by
branding' (mid 17th century).


Marketing & Brand
• a type of product manufactured by a particular company under a particular
name: a new brand of soap powder
– a brand name: the firm will market computer software under its own
brand it takes a long time to build a brand
– a particular identity or image regarded as an asset: you can still invent
your own career, be your own brand
– a particular type or kind of something: they entertained millions with
their inimitable brand of comedy
• an identifying mark burned on livestock or (especially in former times)
criminals or slaves with a branding iron: the brand on a sheep identifies it as
mine
– archaic a branding iron.
– a habit or quality that causes someone public shame or disgrace: the
brand of Paula’s dipsomania
• a piece of burning or smouldering wood: he took two burning brands from
the fire
• literary a sword.

Integrating Internal & Consumer
Marketing
• Meaning: Involving employees from various
departments in marketing programmes
• Purpose: To align employees at all levels to
engage, motivate and achieve higher returns
for the marketing campaigns
• Process: Adaptation of marketing programmes
by creating a new/variant of the existing
programme.


The TOI Brand Philosophy: A Summary
Beyond Politics, into real-life Demystification of the state:
concerns of various communities Service providers, not rulers
Questioning of society’s conventions,
Popular, not esp when they clash with individual
classical culture aspirations
Society > State
Individual> Society

An aid to
individual Celebration
Positivity empowerment of
I’m OK, diversity
You’re OK Grand
Seeing a glass as Temple design:
half full, not half empty Skin to Spirituality
Cheerful look, Multiple Perspectives:
use of humour Debates
Loving Detachment: View- Counterview
A soothing rather than Opposing comments
fanning of passions to pepper lead stories

How a newspaper brand can engage
employees beyond HR practices
Marketing an FMCG product vs. Marketing a
newspaper
• Less product-related communication
• More of iconic, image-building campaigns
• Greater opportunity to engage employees in
marketing campaigns
• Examples: A Day In The Life Of India, Aman Ki
Asha, Teach India, The Power of Ideas and
Lead India

The campaign
• India is a bundle of interesting contradictions. Cows on
expressways. Bare-bodied sadhus on cellphones. Chappals
in parliament. Chaos, Golmaal, Jugaad. All, pieces of a vast
multi-cultural mosaic called India.
• This campaign invited every Indian to capture A Day in the
Life of India in their inimitable style. They could shoot a
photo or video, draw a cartoon or just tell us a joke, on
anything you feel makes India, India. The best entries were
to get attractive cash prizes.
• The campaign was a huge hit, more than 98,000 entries
were received, the entries were shared and re-shared on
social media, the total number of unique visitors on
www.day.in was more than 13 Lakh.


www.day.in


Internal Marketing
An extension of ADITLOI for Bennett employees


About ADITLO-Bennett

• A two month long intra-organizational campaign on the
lines of ADITLOI
• Basic idea was to celebrate the culture at Bennett in a
light hearted way
• Various contests were conducted for employees online
• Created a buzz amongst employees and some very
creative entries were received


Marketing the campaign internally
• Intranet website to host the contests
• Poster designed depicting the idiosyncrasies were
put up
• Weekly mailers were sent to invite participation and
announce winners


Contests
• 10 Commandments :
Inviting creative commandments to be made part of the
Bennett bible.
• Bennett’s who’s who :
A chance to crown colleagues with creative titles
• A day in the life of Bennett
Give a quirky twist to a day @ work
• Click-a-thon
Click interesting pictures at work
• Let’s blurb it out
Fill in the blurbs with creative one-liners

Poster

Poster depicting the quirks of
everyday life at Bennett


Weekly Mailers


Winning Entries


The Aim
• Raise Awareness on the state of education in India – gaps,
challenges and possible solutions - and talk about sustainable public
policies that can have a positive impact on the literacy rate of India.
• Inspire, motivate and mobilize people to volunteer for education
and be more socially active citizens.
• Build a more cohesive and inclusive society based on trust and
reciprocity through bridging people from different backgrounds in
order to fight discrimination and marginalization.
• To contribute towards reaching the Millennium Development Goal
of achieving universal primary education by 2012, which will require
the involvement of not just the government but also the citizens of
the country.


The Parties Involved
– Individuals: TOI readers and others who volunteer to teach
the underprivileged.

– Corporates: To generate a large number of volunteer
teachers from within their ranks. Also, they can provide
classroom space, and funding for study materials.

– Schools: They are asked to encourage their senior students
to teach, and for mainstreaming – encouraging dropouts to
return to school and study more. They are also asked to
provide classroom space to encourage volunteer turnout.

– NGOs, already active in the education sector to provide
opportunity to Teach India volunteers to give back to
society.


The campaign
• Inspiring the vast population of this country through a dedicated
campaign which raises awareness about educational issues in India
and instills in people a desire to contribute towards expanding basic
education coverage.
• Mobilizing a pool of learned people who in their own capacity can
spare time for sharing knowledge and teaching the vast population
that has not been so privileged as to receive continued education.
• Partnering with leading local NGO networks to achieve a match by
providing them the resource pool meeting their needs, thereby
achieving the advocacy goals of the program.
• Putting together a panel of motivated and professional NGOs to
enable continuous monitoring and evaluation.


Impact
• A low cost, highly cost-effective campaign with
the maximum positive brand impact
• Confirmed by the UN to be the largest
movement of its kind done anywhere in the
world, ever
• Huge amount of respect, appreciation for TOI,
and has inspired and empowered individuals &
and organizations

Individuals Partnering Partnering Partnering Partnering
applied NGOs Corporates Schools Colleges
90710 54 33
Copyright- BCCL 2012 24 7

Internal Marketing


Employee Engagement
• The campaign was opened to employees who
were asked to voluntarily participate in teaching
under-privileged children
• Various arms of the organisation plunged in
enthusiastically – from RMD (distribution) who
took it on as a key NIE initiative, to Response (ad
sales) who helped us tie up various large
corporates, to HR who offered that the
colleagues who enrol would be considered to be
on company duty for one volunteering slot per
week during office hours

The campaign
• A first time landmark campaign between 2
media groups- The Times Of India & Jang
Group of Pakistan
• An India-Pakistan peace project enabling
people-to-people contact, cultural events and
business meets
• Won three prizes at the Creative Abby Awards,
also won the coveted "best of show" award at
the 81st annual INMA World Congress


Cultural and exchange programmes


Concerts and Events


Employee Engagement
• Formal discussions among employees on this
highly controversial topic.
• Gave opportunity to the employees to meet
and interact with people from across the
border, at various cultural and exchange
programmes. Many AKA ambassadors now.
• Employees were invited to all events and
concerts organized as a part of the campaign


The campaign
• The campaign stemmed from the belief that India
was taking giant strides towards fulfilling its
potential despite, not because of, its political
leadership.
• The country required people who could provide
effective leadership based on their qualities, not
their political affiliations.
• We decided to become the platform where such
people could become the leaders of tomorrow.

Response
Lead India triggered off an avalanche of responses. The multiple channels
employed together acted as a strong catalyst for making the campaign a
resounding success.
• In the first month of the campaign, we asked our readers to send in
nominations for Lead India – people who, in their opinion, would make
good leaders for India. One month later, we had more than *34,000* valid
nominations.
• The campaign website was visited more than 9,00,000 times.
• SMS-based interactivity was key to the campaign - for information, for
nominating someone for the competition or for voting for one’s favourite
candidate. The campaign drew more than 25,0,000 SMS responses.
• The videos uploaded on Youtube – including our anthem and the television
spots featuring leading icons of India – generated more than 5,10,000
views.
• The British High Commission sponsored a Chevening Leadership course at
the London School of Economics for three Lead India finalists.
• The reality television program had 7 sponsors, all leading corporations, and
had the news audience glued to the show closely following and cheering for
the final winner.

Employee Engagement
• The campaign stimulated a lot of internal
debate among employees of all departments,
on various issues concerning the political
scenario of the country.
• Inter-departmental mock elections organised
with each department lobbying to vote for
them.


The Power of Ideas


Launched 2009
• Launched with the
objective of creating a
culture of
entrepreneurship and
innovation in India


During the slowdown…
• Began during the economic
slowdown of 2009, when
the surrounding instability
was projected as an
opportunity to start-up

• Programme was a
resounding success with
over 12,000 business ideas
being received


2010…Bigger and better
• Partnership with Deptt. of
Science & Tech (DST)

• DST brought on board
assured funds worth Rs.
4.95 crore, to be disbursed
among ideas that made the
final cut

• Over 16,000 business ideas
were received, with 74
making it to the final cut off


2010…superior mentoring
• Partnership with IIM
Ahmedabad’s Centre for
Innovation Incubation and
Entrepreneurship (CIIE)

• CIIE’s entire network of mentors
took entrepreneurs through the
nuances of starting up

• 74 entrepreneurs in the last
phase went through a 10-day
period of intensive mentoring at
IIMA, prior to pitching to
investors


Programme structure

Submission First cut-off; Final cut-off; Convocation:
of business Mentoring Entrepreneurs Announcement
ideas; followed by go to IIMA for of cash grants
Start-up Elevator intensive and seed
sessions Pitches mentoring funding


Media cover: A 360 degree
approach


Spreading the word: Print ads


Setting the context: Editorial


Enabling a touch-point: Events


Creating an interface: Online


The Power of Ideas- Internal Marketing
• Objective: To engage an internal audience
with the brand using leveraging a large and
visible campaign
• Why an employee stream:
– To make employees feel rewarded thus driving
greater participation
– To generate more ideas which could eventually
generate revenue for BCCL


The Power of Ideas- Internal Marketing
• Channels of communication:
– Posters, danglers and self-standing branding units
in offices across India as well as e-mailers.
– Also present on Timescape, the internal portal.
• Response:
– Over 400 ideas received – including ideas from a
Group President.
– 7 Ideas under various stages of implementation.


To Sum Up
• Set the objectives
• Design the programme
– Communication tools
– Collaborative tools
– Roll Out Mechanics
– Feedback Mechanics
• Internal Buy-in, budgeting
• Creative and process sign-offs
• Roll Out
• Closure and Feedback


Integrating Internal Marketing with Consumer Marketing

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