The role of internal marketing

Internal marketing measures can refer to short-term and targeted measures taken to achieve specific goals. These short-term internal marketing measures can help you accomplish such tasks, such as implementing new plans, adapting to changes, overcoming difficulties, and coping with the survival problems of the merged company.

More importantly, internal marketing is a process of constantly sharing information with employees and recognizing their contributions. This continuous process is the foundation of establishing a healthy corporate culture. In this cultural atmosphere, employees follow the concept of "I am for everyone and everyone is a customer". Continuous internal marketing is also the cornerstone of building a world-class company.

Let's take a look at an example to find out what continuous internal marketing measures aimed at changing corporate culture will bring to a company. A few years ago, JimHolthouser, the brand manager of HomewoodSuites, a subsidiary of Hilton Hotels Group, wanted to hire an expert to help him revive this depressed hotel brand. From the first day, he knew that in his strategic planning, as important as Fuxing Hotel, it was to distinguish this brand from other brands, not only outside the Hilton Hotel Group, but also inside.

Holt Hauser said, "We really need some talented people to help us develop. But when I first arrived in Homewood, there were no candidates after the job advertisement was sent out. Everyone wants to go to places where guests are like clouds, but inside the company, our brand is unknown. Therefore, Homewood must arouse the excitement of internal employees for this brand, so as to attract some talents. " Holt Hauser also said, "We have been tirelessly cultivating and promoting the brand personality of Homewood. We are informal here, and the employees are very happy to work here. We are grateful to provide employees with good training, development opportunities and reward mechanisms. " And we have done a lot of communication work, so that everyone in the team can work wholeheartedly. Our team members are proud of the brand Homewood, and they hope customers will like it, too. "

Holt Hauser and several of his senior managers hold regular teleconferences with the first-line team members of the company, as well as with each general manager to keep abreast of the latest business progress. Holt Hauser will send a written thank-you letter and call to congratulate employees when they have outstanding performance. Because Holt Hauser opened the door for employees to get information, their work was excellent. Not only that, but also the employees' performance in customer service is by going up one flight of stairs, because they really assume the responsibility of promoting the company's brand success. Holt Hauser said: "We always think that internal marketing is as important as external marketing, and my experience here proves that my idea is right."

Five years later, Holt Hauser never encountered any recruitment problems. He said: "Now, after posting the job, the number of applicants has exceeded our ability." The biggest problem facing the hotel industry is the high employee turnover rate, but the excellent employees of Homewood have never left there.

These employees care about customers, and customers give them support and appreciation. Holt Hauser said: "We won three industry awards because of the favorable comments from our customers. These awards are the direct result of our efforts to create a corporate culture. In this cultural atmosphere, team members enthusiastically realized our brand promise. "