Marketing 101: Marketing for Beginners

By ExpandYourImpact.org

Positive Change Marketing for Nonprofits and Small Businesses

Marketing in its highest form is used as a way to expand the positive impact of your

organization on the world.

“If Wrigley’s can advertise gum, why can’t we advertise good ideas?”

“With ingenuity, you’ll find that there’s no limit to the ways in which one can advertise both

creatively and dharmically.”

--J. Donald Walters

What is the goal of marketing?

To achieve positive change using effective, science-based marketing plans.

What kind of marketing science is used?

Formative Research or informed research that is not biased by our beliefs about will or will not work in a marketing plan.

It is the discovery of a marketing framework that will appeal to your target audience.

• Current Events and News • Surveys• Interviews• Focus Groups• Analysis of the marketing strategy of others in your

field

What is a Marketing Framework?The messaging of your marketing that is the

most powerful and magnetic to your target audience.

• Content you write • Slogans or “phrases” that capture the main

message that you want to express.• Main imagery and media samples• Logos or brand identification graphics• Your social media strategy• Keywords you use likely to be type d into internet

search engines (search engine optimization -SEO)

What is a target audience?

The group of people or “personas” (personality types) that represent the groups of people that you will be marketing to.

How do you define a “persona”?• Likes and dislikes?• Aspirations and goals? • Passions? • Questions- what information are they

searching for?• Needs- relative to your market?• Demographics (age, location, language,

gender, financial status, education, etc.)?• How do they find you or how will they hear

about you?

How does this help your marketing?

By relating to your audience’s core values or life values.

Relative to what your core values or mission is as an organization or business

How you will be making your connection to form a working, supportive relationship

What are examples of core values?A word that describes what people attribute to

finding happiness (the end goal of all behavior):• Youth (Children) or Family• Security• Equality, Justice• Love – Connectedness• Oneness• Inner Peace• Acceptance• Self-discovery• Independence• Vitality

All of this information can then be compiled together to determine your successful niche

and marketing plan or strategy.

What is your niche?

Your place in the market of your business or organization that makes you unique,

resourceful, and successful!

It is what you have to offer that is special, communicated in a way that is also special to

your target audience.

Now you have all the background information you need to create a marketing

plan.

Its purpose: To help your organization stay on track, visualize reaching its goals, and focus on what can be done that will help you to reach

more people and achieve success!

Your marketing plan should include:

• Big picture goals for the marketing plan • Objectives (action-oriented steps) for

completing these goals or the next year in order to meet those goals

• Detailed list of Activities for each objective• Timeline or Plan of Action that describes the

project scope. • Examples of Messaging that may be used by

your team

Sanatan Dharma

The latest trends in marketing research are proving that the age old principle

of Sanatan Dharma: that organizations and businesses who serve from their

heart, in a true effort to help others-- have the greatest chances of

achieving success.

Share your new knowledge:

United as a team, your organization will become stronger, more creative, and more

effective in its communication to the world.

Read the full article at:http://expandyourimpact.org/2013/05/marketing-101-marketing-for-beginners

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© 2013 Expand Your Impact