Posted in Marketing and Strategy Terms, Total Reads: 937
Definition: Internal Audience
Internal audience comprises of the people within or closely related to an organisation. It is an important concept in branding as it is argued that branding should start internally with the employees of the organisation being aware and proud of the organisation’s top brands.
Hence it is important to communicate internally and educate the employees of the organisation, especially the sales force about what the brand has to offer and how they can relate to it. Only once do the employees feel an ownership of the brands the organisations sell, is then you organisations can take advantage of employees marketing the brands by word-of-mouth.
Hence it is argued that reaching the internal audience, who probably share the same values and beliefs as yours, is the first one that should be reached. Internal audience can also be used for testing before launching a new product as you will get to know if it will appeal to people, if they will be able to relate to it or not.
For example, if you want to launch a new health drink in the market, and your target group profile (demographics, geography & psychographics) matches closely with your current employee base, then you may want to give out samples of the drink, explain the USP of it and see how well it is accepted, but looking at intention to purchase/re-purchase or doing survey for collecting feedback.