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Unit 5: Closed Loop Marketing

Notes
Figure 5.1: 360 Marketing Principle
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90º – The External Market

This involves the marketing that all marketers know and love. As you’ll know, the overall
approach to make marketing work for you involves understanding your customers and
prospective customers (their needs and wants, their aspirations and goals, and their challenges
and ‘pain’) and working out what you can make and supply in response to this at a price that they
would be willing to pay. Then it is simply about making sure that they know you supply this
stuff and persuading them to buy it. I say ‘simply’ and, put in those terms, it sounds simple
enough, but of course there’s a life’s work involved in learning how to do that well, getting it
right, and making it happen. This is why the universities and business schools make so much
money teaching the topic and why there are endless books, articles and blogs on how to do it
and make it work for you. Incidentally, if you want fresh marketing communications ideas and
especially (but not exclusively) on new media, then you could do a lot worse than subscribe to
Marketing Profs (you’ll find their home page by clicking here).

180º – The Internal Market

This is solely about marketing to your own organisation. It took me a long while to get this, but
internal marketing is vitally important. In fact, in sales and service dominated companies it is
probably more important than external marketing. However, in my experience, it is something
that most marketers completely neglect or do very poorly. For some reason or another, when it
comes to marketing within our own organisation we just don’t do it. We don’t use our marketing
skills and marketing smarts to persuade. Oh sure we tell people about our campaigns, and we
may even flag to sales and other departments what is coming up in our marketing
communications schedules. But in terms of treating © them as we would a market place, and
using our skills to understand their needs and concerns, make things that help and work for
them and then communicate benefits and persuade them – in my experience very few marketers
have any strategy for this.
But the rewards for everyone involved are substantial, because if you focus some of your
marketing skills on persuading your own organisation you can get:

 Better motivated and enthusiastic sales and customer service staff
 More effective sales programmes

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