Nonprofit Marketing101
-
Upload
tom-tresser -
Category
Education
-
view
1.504 -
download
1
description
Transcript of Nonprofit Marketing101
1
Marketing 101
Sponsored by:
Arts & Business Council of Chicago 2
What is marketing?
• Marketing is the process by which you come to understand the relationship between your product and your customer.
Source: http://www.artsmarketing.org
Arts & Business Council of Chicago 3
What is marketing?
• Starts with the recognition of customer needs
• Connecting what you have to offer with people who want/need/value your offering
• Focus is on building long term relationships
• The link between your organization and the marketplace
Arts & Business Council of Chicago 4
Where do you begin?
With a clear understanding of:
• Who you are and what you have to offer
• Who your customers are and what they need, want, value
Arts & Business Council of Chicago 5
Ingredients for success
1. Clarify Vision/Mission What is it that you want to communicate?
2. Identify Target Market/Audience Who do you want to reach?
3. Specify Marketing Goals What results do you want to end up with?
4. Prioritize Ways to Implement Goals and Set Budget How will you get the word out and what will it cost?
5. Create Action Plan to Achieve your Goals How to accomplish goals? And who? And when?
Arts & Business Council of Chicago 6
Vision
Clarify Your Vision/Mission
"Vision is a love affair with an idea."
Source: The Leader’s Voice, Clarke and Crossland
Arts & Business Council of Chicago 7
Mission
Clarify Your Vision/Mission
A true mission is a clear and compelling goal that focuses people's efforts. It is tangible,
specific, crisp, clear and engaging. It reaches out and
grabs people in the gut.
Arts & Business Council of Chicago 8
Mission
Clarify Your Vision/Mission
• Passion that drives the service
• Why we exist
• Purpose and values
• Includes your key constituencies
Arts & Business Council of Chicago 9
Examples of mission statements
"This nation should dedicate itself to achieving the goal, before this decade is out, of landing a man on the moon and
returning him safely to Earth."
Arts & Business Council of Chicago 10
Examples of mission statements
Zephyr Dance is committed to making dance accessible to diverse audiences,
and to the advancement of women and girls in pursuit of creative
endeavors.
Arts & Business Council of Chicago 11
Examples of mission statements
The mission of Brookfield Zoo is to help people develop a sustainable and harmonious relationship with nature.
www.brookfieldzoo.org
Arts & Business Council of Chicago 12
Can everyone on your board and
staff articulate the organization’s
mission and its activities?
Test of a good mission statement
Arts & Business Council of Chicago 13
The Marketing Planning Process
• Establishing Objectives– Financials, forecast, budgets
• Selecting the Target Market– Customer needs, market size, growth profile
• Marketing Mix– Product, place, price, promotion, positioning
• Implementation & Control• Measure Results
– Market research
Arts & Business Council of Chicago 14
The Marketing Planning Process
A successful plan must be:• Simple, easy to understand and
communicate• Clear, precise and detailed• Practical, realistic in its application and goal
attainment• Flexible, adjusting to changing conditions• Complete, covering all significant marketing
factors• Workable, identifying responsibilities
Arts & Business Council of Chicago 15
Marketing Plan Components
• Objectives• Strategies• Tactics• Budget• Timeline
Arts & Business Council of Chicago 16
Marketing Objectives
• Reasonable – based on the realities of the market and capabilities of the firm
• Obtainable – within reach of the company given its resources and personnel
• Measurable – yielding results that can be measured against projections or some accepted company yardstick
Arts & Business Council of Chicago 17
Marketing Strategies & Tactics
Strategies:• How you plan to accomplish your
objectives• Determine the overall design or
program for achieving goalsTactics:• The “stuff” you will do - posters,
press releases, newspaper ads, etc.
Arts & Business Council of Chicago 18
Marketing Mix
• Product• Place• Price• Promotion• People• Promotion
19
Marketing StrategyDefining who you are –
Positioning
Arts & Business Council of Chicago 20
Marketing Strategy:Defining who you are - Positioning
• Understanding where a brand sits in the mind of the consumer.
• It is the relationship which the consumer forms with the product, even though it may be functionally based, will include powerful emotional ties; together these help to transform a product into a brand.
Arts & Business Council of Chicago 21
Marketing Strategy:Defining who you are - Positioning
Jack Trout's "five basic principles of the mind," from The New Positioning:
1.Minds are limited. Even a little information is too much.
2.Minds hate confusion. The only solution to over-communication is over-simplification.
3.Minds are insecure. They're emotional, not rational.
4.Minds don't change. A made-up mind is a closed mind.
5.Minds lose focus. Don't expect one to understand why your department store also sells insurance.
Arts & Business Council of Chicago 22
Marketing Strategy:Defining who you are - Positioning
The key to positioning, Trout says, is:
owning one word in your customer's mind.
Arts & Business Council of Chicago 23
Marketing Strategy:Defining who you are - Positioning
For example: Fedex owns• the "overnight," positionCrest owns• the "cavities" positionVolvo owns• the "safety" position even if you never buy these products.
Arts & Business Council of Chicago 24
Marketing Strategy:Defining who you are - Positioning
• Distinctive positioning– Target audience– Frame of reference/competitive set– Point of difference/what’s unique about
you?
Arts & Business Council of Chicago 25
Marketing Strategy:Defining who you are - Positioning
What is:
The product?
Benefits?
Reasons to believe?
Personality?
One word =
Arts & Business Council of Chicago 26
Marketing Strategy:Defining who you are - Positioning
• Distinctive positioning– Target audience– Frame of reference/competitive set– Point of difference/what’s unique about
you?
Arts & Business Council of Chicago 27
Identify Your Target Market
Who is your audience?
Who do you want to reach?
Are they the same as your “customer”?
Arts & Business Council of Chicago 28
Identify Your Target Market
Who is my audience/are my customers?
How many live in a market?
Where can I find them?
Arts & Business Council of Chicago 29
Target market
• How can you define your audience/target market?– Demographics (age, income, gender,
geography)– Life-stage (young, old, cohort – veteran,
boomer, gen x, gen y)– Wants, needs, desires, attitudes,
interests (dance enthusiasts)– Barriers, concerns, pressures
Arts & Business Council of Chicago 30
Target market
• How could your offering benefit them? Solve a problem?
• What is your image with them?• How do you reach them?• How can you segment?
Arts & Business Council of Chicago 31
Marketing Strategy:Defining who you are - Positioning
• Distinctive positioning– Target audience– Frame of reference/competitive set– Point of difference/what’s unique about
you?
Arts & Business Council of Chicago 32
Competition
• Competition – compare to other groups or activities
Arts & Business Council of Chicago 33
Competition
• Who are your competitors?
• What are their strengths? Weaknesses?
• How do you compare? Contrast?
• Have you considered other kinds of competition?
Arts & Business Council of Chicago 34
Marketing Strategy:Defining who you are - Positioning
• Distinctive positioning– Target audience– Frame of reference/competitive set– Point of difference/what’s unique
about you?
Arts & Business Council of Chicago 35
Marketing Strategy:Defining who you are - Positioning
• Distinctive positioning– Target audience– Frame of reference/competitive set– Point of difference/what’s unique about
you?
PUTTING IT ALL TOGETHER
Arts & Business Council of Chicago 36
Marketing Strategy:Defining who you are - Positioning
• To ________ (target audience) xyz (your company) is the ___________ (frame of reference) that ________ (point of difference/what is compelling/unique about you?)
• To music enthusiasts, Bella Voce is the premier choral chamber group that provides a wide-ranging repertoire including a cappella literature of the mid- and late-twentieth century, works commissioned from American composers, and sacred music of the Renaissance and Baroque eras.
37
Branding
Arts & Business Council of Chicago 38
Strong brands
• Brand is the relationship you have with your customers, and
• It’s the relationship your audience has with your organization, and your productions
• Emerges from the experience they have
Arts & Business Council of Chicago 39
Importance of Brand
• Makes you unique and different
• Represents a trusted promise, encapsulates a big idea
• Distinguishes your organization from its competitors in the eyes of the customers.
• Repetition implants the purchase idea in the unconscious mind where purchase decisions are made.
Arts & Business Council of Chicago 40
Strong Brands
• Are unique and visible. They catch the eye and stays in the customer's memory.
• Can be emotional or image-driven (Club Med transports me to a fantasy place) or factual (Kraft Macaroni & Cheese is the cheesiest)
• Source: www.artsmarketing.org
Arts & Business Council of Chicago 41
Strong brands
Arts & Business Council of Chicago 42
Developing Strong Brands
• Consistency in communication
• Positive experience
• Relevant to your audience
• Delight your customer!
Arts & Business Council of Chicago 43
Ingredients for success
1. Clarify Vision/Mission What is it that you want to communicate?
2. Identify Target Market/Audience Who do you want to reach?
3. Specify Marketing Goals What results do you want to end up with? What is your
brand ID?
4. Prioritize Ways to Implement Goals and Set Budget How will you get the word out and what will it cost?
5. Create Action Plan to Achieve your Goals How to accomplish goals? And who? And when?
Arts & Business Council of Chicago 44
Contacts
Arts & Business Council of [email protected]
Websiteswww.artsmarketing.orgwww.artsbiz-chicago.org