1. Internal
Marketing
Customer Relationship
Management

2. Internal Marketing (AMA)
Marketing to employees of an
organization to ensure that they are
effectively carrying out desired
programs and policies.

3. Internal Marketing
Treating employees as
customers and developing
systems and benefits that
satisfy their needs.
Staff trainingWhile the intranet is built using standard web
technology, and accessed via a web browser, this does not
eliminate the need for training.Depending on the nature of the
organisation, many staff may be unfamiliar with the web, or with
computers in general.Providing end-user training has been
demonstrated to increase the usage and effectiveness of the
intranet.Quote of the dayAny daily-changing information on the
intranet, that is of broad interest, is a good way of promoting the
intranet.One organisation uses a humorous or controversial ‘quote
of the day’ feature on the intranet to generate increased
usage.Staff profilesEach week, some intranet teams post a profile
of a staff member, selected from across the organisation. This may

4. Internal Marketing Activities
Stressing
Competing
Offering Teamwork
for Talent Training
a Vision (nhấn mạnh
(cạnh tranh Employees
tinh thần
tài năng)
đồng đội)
Empowerment Rewarding Knowing
(trao quyền Performance Employees’
cho) Needs
Internal
Marketing
Activities

5. Most internal marketing activities exhibit
a singular lack of imagination including
dull staff meetings
Boring, self-serving management
newsletters, crowded, unattractive
notice- board announcements.
Memos from department heads written
with all the empathy of an appliance
instruction manual

6. Advertising
Replace the boring, printed bulletin/newsletter
with sophisticated e-mail version (in html
format) and even slickly produced video
messages that are sent to the home for after-
hours viewing.

7. Promotion
Christmas parties and Friday afternoon beer
bashes serve their purpose, but smart
management appreciates the value of internal
promotion as a communications tool. Special
events and off-the-clock activities are some of
the most effective techniques for promoting
internal communication and arousing company
spirit.

8. Direct Mail
Instead of a jargon-laden memo handed down
from the hierarchical heights, consider a
personalized letter conveying the appropriate
corporate message sent directly to the
employee's home, where it will encounter a
more receptive frame-of-mind. (It's also a
great way to secure the support of the rest of
the family.)

9. Research
Most employees are too scared to fill out
surveys and questionnaires.
Consider internal focus groups moderated by
outside facilitators with a guarantee of strict
confidentiality. This qualitative diagnostic tool is
guaranteed to unearth latent concerns and
discontent and can provide effective feedback
for the development of new corporate
programs.

10. Common Courtesy
All too often, employee morale and job
satisfaction fall victim to management's failure
to deliver on its obligations and commitments.
Long-overdue job performance appraisals and
lack of formal career planning are but two
common examples of the condition.

11. Next Tuesday
Groups 5&6 Article Presentations