Internal Marketing

How many of us have been so excited about the launch of a new product or program that our entire focus is in getting that product in the hands of our clients? I know I sure have been there many times.

Before we ever begin channeling any new products outside our walls (no matter how much research, planning, and strategy exist behind that product) we have to consider our internal teams.

We often forget the very fabric of what makes us who we are - it's our people... it's never our clients. Yes, we serve our clients, but our first attention in any marketing strategy should be our internal groups. Our people are who produce, support, interact, and champion our products and services - so why are they so often bypassed?

The answer is simple - we take them for granted... and that's common. How many of us take our closest family and friends for granted? It's easy for people who are close to you. But we know that if we have major issues in life to work through there's no one better to discuss those issues with than family and friends. More so, there's no one better to have on your side after you make major decisions in life than family and friends for support.

The same principle applies for organizations and marketing. There is a great need, and opportunity for honor & respect, for any leadership to engage their team FIRST on any product that's about the be deployed. Engaging your team allows people's input, their buy-in, team ownership, a sense of inside-knowledge, and most importantly... a chance to value your team.

So before you launch your next product, program, service, or whatever you do, take the time to do some "internal marketing" and pull your team into the launch before everyone else is privy. You will be well appreciated by your team.

Challenge: Consider your internal teams before launching external products

Peer-to-Peer Development

Everyone knows of peer-to-peer networks that are consuming today’s world like Facebook, MySpace, and many more. All of these networks serve to provide people an online community of interaction, sharing, and community.

But the principle behind all of the peer-to-peer networking is incredibly powerful. Imagine how the internet has allowed us to network worldview and provided opportunities from incredible collaboration.

I was reminded this week as we worked through some strategy scenarios seeking a solution that our greatest resources for ideas and solutions are seldom found in our own organizations anymore, especially with the world wide web providing us a network to harness ideas from around the world.

I read a great story in Wikinomics about a gold company in Canada that “outsourced” its solution finding efforts to the world through an online competition. They provided all their data, research, and findings. Those with the most probably strategies would be considered and tested. The ROI was incredible for the company.

It’s tough for many of us to think about tossing out big issues out to the world to solve, but be creative and consider what options you may have. Don’t forget to compensate the people who can supply you a great idea. In the long run, they could be your greatest asset.

I might even suggest starting to apply this idea just within your own organization. Engage members of your team in a competitive problem solving scenario and see what bubbles to the top. This pays off two-fold because you’ve also engaged a wider variety of staff in this project as well.

Challenge: Don’t assume your management team has all the answers, look for creative ways to harness an idea.