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Don’t pick a shoe, let a shoe pick you:
marketing Rotary to non believers
District Assembly 16 May 2010
District 9940 Presidents’-Elect Training Seminar
Why do PR, or publicity or promotion?
Publicity Attitudes/Action
See coverage Aware of Rotary
Like coverage Trust and respect
Approve of activities Work with RotarySupport their causesJoin Rotary
District 9940 Presidents’-Elect Training Seminar
Why do PR, or publicity or promotion?
Audiences Attitudes/Action
Our members like it Gives them prideOthers like it Support and recogniseCommunity leaders Approve
Co-operateEndorse
District 9940 Presidents’-Elect Training Seminar
Good marketing starts with....
“To change the way people think, feel and behave, you have to understand where their heads,
hearts and minds are right now.”
District 9940 Presidents’-Elect Training Seminar
So what do we know about Rotary?
• Not much that a marketer would rely on• Observation, anecdote and opinion• Not enough for good marketing
communications
District 9940 Presidents’-Elect Training Seminar
District 9940 Presidents’-Elect Training Seminar
District 9940 Presidents’-Elect Training Seminar
District 9940 Presidents’-Elect Training Seminar
Some observations...
• Awareness did not translate into support• Australia and SA had high awareness but
support was only 40% and 29%• So who was more likely to support Rotary?• Ask your friends first!
District 9940 Presidents’-Elect Training Seminar
Some observations....
• How many markets are there?– Inner city– Suburban– Provincial cities/towns– Small towns/rural
• One description does not fit all– There are different types of people, satisfactions, activities, and that’s fine
District 9940 Presidents’-Elect Training Seminar
Some observations...
• People join Rotary when they are ready• Getting more members means being ready
to handle those who signal an interest....and not lose them
• Promotion is important; conversion is vital
District 9940 Presidents’-Elect Training Seminar
The research project
• Measure awareness and standing • What things appeal and to whom?• What satisfies members?• Focus groups and nationwide polling• Working with Research New Zealand• Seek funding for project
District 9940 Presidents’-Elect Training Seminar
Local media...Fairfax told us
• Highlight the event not the club• Let the paper select coverage• Supply photos and copy after the event• Big gets attention: size counts• Local media are community focused– Council, crime, sport and human interest– Heroes, achievers, the young and the unusual
District 9940 Presidents’-Elect Training Seminar
Good marketing starts with....
Understanding the media• What’s of interest to you isn’t important• What’s of interest to their readers, viewers
and listeners is what gets coverage– Speakers – sometimes– Scholars, young people, achievers– Clear community benefit
District 9940 Presidents’-Elect Training Seminar
The research will tell what the public likes about Rotary, what is our market for members, what our members like, and what messages will persuade these audiences to like us, support us and join us.