29.09.09
Any organisation about to launch a new product or service should begin with a strong internal marketing campaign to get employees excited and prepared.
The internal campaign will serve to teach the workforce about the change or new product before the company releases it to the public, allowing for familiarisation so that they can get to grips with all the details and be in the best position to sell it.
Such a campaign will also encourage more unity and cooperation in the office. If employees are enthusiastic, they will get all current and potential clients excited and ready to buy.
In addition, an internal marketing campaign will generate an overwhelmingly positive perception of the company as a whole.
Perspektiv Red, the creative design arm of Perspektiv, created such a campaign for Vision Express - a client of Perspektiv’s since 2002.
“Vision Express asked us to put forward an idea for launching the kids range internally to their stores and head office,” said Helen Preston, Senior Account Manager at Perspektiv. “We produced a personalised three part teaser campaign counting down to the launch. The campaign was sent to all store managers on a weekly basis over a three week period. In the fourth week, stores received a personalised perfect bound product guide to accompany the new range. This guide gave them a background to the market, offers to support the range, sales targets to achieve and what they needed to do operationally to launch the product in store. The campaign prepared staff for the transition and equipped them will all the necessary information to effectively sell to the customer. The campaign was a huge success.
”Barney Streeting, head of product at Vision Express said, “Perspektiv did a great job in developing a teaser campaign for our staff ahead of launching our kids range to stores. It helped brief and excite our employees on the range before we launched it to the public. The campaign was positively received and the kids range has been a success.”