making a m a t e
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TRANSCRIPT
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Making A MATE
Marketing In The 21st Century
Curtis Brown
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Making A MATE
• Message – The Emotive Connection
• Activate – Creation of Stir
• Tactics – The Tools of Mission and Strategy
• Experience/Evaluate – Metrics for Us and Who Tactics Are Directed
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Traditional Nonprofit Marketing Tactics
• Direct Mail – Appeal and Newsletter
• Fundraisers – Selling Candy, Run’s and Walks
• Events – Breakfast, Lunch and Dinner
• Web Sites
• Personal Meetings
• Phone
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New Critical Nonprofit Tools
• Email• Video on Demand• Voice Over• Flash• eSurveys• eNews Releases• SEM & SEO• Online PowerPoint
• Chat & Discussion• Event Registration• Community Calendars• Petitions• Data Bases• Affiliate Marketing• RSS & SMS• Blog
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The Power of Message
Message
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What is message?
What is mission?
What is vision?
Eliminate The Vision Statement
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Why is Message So Important?
It connects us
Keeps us focused
It separates and differentiates
Brings Brand home
Other focus
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What Do Effective Messages Need?
Emotion
Connection to life
Myth or Folklore
Visual
Shock
Simple
Short
Repetitive
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What Messages Are Not
Statement of what you do
Long
Values
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Benefits
Attributes
Advantages
Benefits
Motives
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Don’t Forget Who Is In Control
60 million on do-not-call registry
54 million homes with spam blockers
20% of homes have advertising blockers
PVR households skip 83% of commercials
Direct mail to the garbage for 45 and under
12 million homes have VOD capability
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Activate
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Concentric Circle Marketing
Old Way• Direct Marketing
• Addition
• Talk At
• Many
• Centralization
• Delay in Process and Metrics
• Fundraising
• Mass Marketing
• Donor
New Way• Concentric Circle
• Multiplication
• Conversation
• Mobilized Few
• Decentralization – Issue of Own
• Real-time Action and Metrics
• Marketing
• Targeted Marketing
• Evangelist
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Passion Point People
How Do You Find P3’s?
SEM
Web Site Visitors
Spread of Your Email
Come To Events
Volunteers
Clients/Users/Donors
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How Do You Activate P3’s
CTA’s
Words & Phrases
Stories
Images
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CTA’s
Polls
Surveys
Purchase/Donate
Petition
Read/View This..
Pass On…
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Questions For Effective CTA’s
Does it connect with recipient?
Is the CTA the start of finish?
Does the person get a benefit from the CTA?
Is there time to complete CTA?
Is there a sense of immediacy?
Will the CTA make a difference in their eye’s?
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Key Words and Phrases
Connect to emotions
Catch their attention
Send Signals
Connect us to others
Exclude others
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Key Words Must:
Be Clear
Invoke feelings and emotions
Use other words to leverage impact
Don’t use catch phrases that everyone else is using
Simple
Can be a teaser
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Internet Marketing
Contextual Marketing
Behavioral Marketing
Demographic Marketing
Viral Marketing
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Demographics
• 18-34• 35-45• 46-64• 65+
• 18-24 (50)• 25-34 (44)• 35-54 (43)
Primary source of info from the Internet
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Viral MarketingEmail capture plan
Use viral tools
Disseminate information
Valuable and Relevant
Make appealing
Recruit Marketing Evangelists
Stay focused
Develop Marketing Evangelists
Make them co-conspirators and part of movement
Bring in new blood
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Short Messaging Service (sms)
Executives
Youth
Heavy Cell Phone Users
Tech Savvy
Sales/Field Workers
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What is Email?Tactics For Conversation
• Not Spam• Email is a discussion
starter• Positioning yourself• Partnership – talk with
not to• Starter not closer• Viral
• Relevant and Segmented
• Personal• Automated• Fulfillment• Metrics• Not stand alone tool
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