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Presentation made at the recently held seminar on marketing for non marketing executives organised by Tanzania Marketing Communication Conference (TMCC) in Dar Es Salaam, Tanzania
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www.customerpassionpoint.com
... creating value through consumer insights
MARKETING FOR NON MARKETING EXECUTIVES
MARKETING FOR NON-PROFITS
www.customerpassionpoint.com
Reflections
Given a choice between changing and proving
that it is not necessary. Most people get busy
with the proof.
– John Galbraith
The nonprofit sector is an outstanding,
fulfilling…tricky, messy place. - Deirdre Maloney
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NGO Frugal Mindsets
No Budget
On the Cheap
All Volunteer
Frugal
Not necessarily a bad thing…… Can sometimes hinder Non-profits from reaching their potential
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….. Need integration of the four Ms into their business to achieve optimal results
Management, Money, Marketing & Measurement
Aren't these similar to the profit enterprises?
• Volunteers help run operations
• Donors, members, and sponsors bring in revenue
• Revenue and operations keeps an organization running.
• Marketing provides the engine to run effectively and efficiently
Deirore Maloney has these to say.. ….. The answer
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Social marketing is focused on identifying, anticipating
and satisfying citizens needs through interventions that people value and lead to
measurable social improvement
Social Marketing ......OUTCOME definition
Change.. Maintenance... Compliance
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‘social media’
Not to be confused with…
social media marketing
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Social Marketing
…….PROCESS definition
the systematic application of marketing, alongside other concepts and
techniques, to achieve specific behavioural goals,
for a social good.
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criminology
marketing
AND MANY MORE…
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Good Idea
Hunch
Experiment
Plan Test Research
The Marketing Mindset
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Products and Services: Product strategies - developing a highly specialized product or service or providing a product-service package containing unusually high-quality service. Promotion: Direct and indirect customer interaction. Good salesmanship is essential for small businesses because of their limited advertising budgets. Online marketing is a cheap, quick, and easy way to ensure that your business and product receive high visibility. Price: When it comes to maximizing total revenue, The right price is crucial. Higher prices mean lower volume and vice-versa Distribution: The manufacturer and wholesaler must decide how to distribute their products. ow-cost, low-traffic location means spending more on advertising to build traffic.
EVERY MARKETING PROGRAM …… HAS FOUR KEY COMPONENTS:
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Case study ….. Branding as a way to market..
Breast cancer advocacy uses a the pink ribbon and
The color pink as a concept brand to raise money
and increase screening.
The breast cancer brand is strong:
People who support the
"pink brand“ identify themselves
as members of the socially aware niche market,
who are in favor of women's health, screening
mammography, Positive thinking, and willing submission
to the current mainstream
medical opinion
Identity.. Association… Support for a cause.
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Cash studies …….Green Banana Marketing
The Fairtrade Foundation began life
in 1992 as a movement for a better deal in
international trade for small farmers and
workers in poor communities
WWF, well known for the panda logo and its work to
protect endangered species
Green Banana Marketing ….(http://www.greenbananamarketing.com/)
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Action Focused Marketing Plan, well resourced and properly executed.
WWF case study
…… November 2005
communicating with
the public and
business
Awareness was up 100%. The positive affects of the campaign attracted new partners. 48% familiarity rating amongst business leaders in 2007 as a result of the whole campaign to target business leaders.
The Fairtrade Foundation case study April 2009 … developing consumer and business to business marketing
Fairtrade Fortnight was bigger than 2008 with more stall holders and products. 8 NGO’s and 25 licensees, and 2 retailers and over 10 international organisations taking part. 470,000 consumers responding to a viral email. Corporate support grew exponentially. Sales of Fairtrade bananas increased by 15% overall.
Green Banana Marketing (http://www.greenbananamarketing.com/)
Cash studies …….What was the outcome?
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The common public health mantra
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Leverage events and milestones
40th Anniversary of SOS Children’s
Villages in Africa, Former President Alhaji
Ali Hassan Mwinyi was honored as the
Goodwill Ambassador. Press and
Dignitaries were in attendance..
Dec, 2012 the National Director of SOS Children
Villages in Tanzania received a grand
Achievement award.. This was leveraged in the
press to connect with the different publics.
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If you can, Make it ‘fun, easy & popular’
900+ Pumps in South Africa
Providing easy access
to clean drinking water
Going from
150 to 1400 L an hour
Through CHILD’S PLAY
Advertising on storage tank
pays for system maintenance
for 10 years
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OK so what do we do?
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Adopt A Social Marketing Approach
1. Establish quantifiable goals and measure performance
2. Segment and succeed
3. Focus on single, simple doable behaviours one at a time
4. Make it fun, easy and popular if you can
5. Develop products, services and improve environments
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Simple Market Planning Process
Stage 1: What's your message? Stage 2: Create infrastructure to implement the plan Stage 3: Market
Engage me, communicate with me, add value to my business, solve my problems, create opportunity for me, educate me, inform me, but don’t try and sell me – it
won’t work.
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Conclusion ….. Non-profits are doing great work and changing the world.
• Embrace marketing principles to grow, flourish, and continue to make the world a better place.
• Strike a good balance between creative use of limited resources, and proper budgeting for marketing.
• You don’t have to have a marketing team.. Use good consultants.
Tell your stories.. Have a Plan… Don’t be afraid to spend money.
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THANK YOU IKECHUKWU KALU MANAGING PARTNER @ CUSTOMER PASSION POINT LIMITED FIRST FLOOR, SEA CLIFF HOTEL, P. O. BOX 105365, MSASANI, DAR ES SALAAM, TANZANIA. WWW.CUSTOMERPASSIONPOINT.COM TEL: +255773441964, +255786441964, +2348032002458 SKYPE ID: IKE.KALU1