You have a new product that is ready to launch, a new service, a new ad campaign, or a new website…at what point do you promote it internally?  Do you make the effort to inform employees in your organization of your marketing efforts?  What is the purpose of this internal communication?  Is it to get people excited, or to make your marketing program a success?

Integrated marketing is the process of including the entire organization in the marketing effort from inception, through launch, and follow-up.  Over communicate the plan once it is complete, but more importantly, include other departments in your planning process so that the implementation will be a success.  Understand their needs and concerns and let them be part of the process.

Here are Eight Steps to a Successful Integrated Marketing Program:

Step One: Define the value your new project will bring to your customers vs. what is currently offered by your company and by your competition.

Step Two:  Meet individually with each department in your company to map out the customer experience, as it exists today vs. what it needs to be once you launch.  Be VERY specific starting with a customer need, their first phone call or visit, each step of the purchase or service performed, how orders are placed, how it is produced, who touches the product or order in your company, packaging, shipping, lead-times, time required for each step…the full service/purchase experience.

Step Three: Create a visual presentation that takes employees through the logic of step one and step two of this process.  Present it to all managers and supervisors in your organization at the same time.  Have them ask questions and become well versed on the process.  Arm them with a presentation to take to their employees and set objectives for the message to be spread.  For those managers uncomfortable with the process, offer to present to their employees along with them.

Step Four: Each department manager/supervisor should come up with his or her own implementation plan to hold their group accountable for the marketing program.

Step Five: A prelaunch customer experience check should take place and the process flow should be timed and documented.  Making a video of the process is a good option so you can share the footage as a training tool for best practice learning.

Step Six: A countdown should be publicized internally via a newsletter, email, or bulletin posting…or all of the above.  This builds up the excitement and team atmosphere in your organization.

Step Seven: Launch, Monitor & Adjust

Step Eight: Share Feedback with the entire organization on the results of the marketing launch, along with thanks to everyone for their efforts in the success.

Why is all of this important?  Too often marketing efforts stay in marketing until the implementation stage, and fail when they go live.  By including the entire company in the marketing effort from the beginning, ideas are better vetted, process flows start off working efficiently, and everyone takes ownership in making it a success. 

Integrated marketing means your customer is not buying a product or service…instead, they are doing business with your entire company, building loyalty and profits.

Written by Lisa Woods, President ManagingAmericans.com

Lisa is a successful entrepreneur, world-class marketing strategist, and dynamic business leader with more than 20 years experience leading, managing and driving growth. Throughout her career, Lisa has been influential in integration techniques, organizational and cultural overhauls, financial turnarounds and developing employees into exceptional leaders, results driven managers and passionate team contributors.

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