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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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