We get 3,000 media messages a day.We pay attention to about 52.We positively remember about 4.The rest? So What? Who Cares?
Quick and Dirty Marketing Plan• Who are we trying to reach? (Or what do we want someone to do?)• What’s our message to them? (Or why should they do it?)• What’s the best way to deliver that message? (Or how do we convince them?)
Which Comes First:Right Message or Right People? flickr.com/photos/marktee/5586165599
Rewarding: The Benefit Exchange• What’s in it for them to follow through?• Often an emotional payoff
Example: Teens and Smoking • What are the benefits of not smoking? • Do teens care about them? • What DO teens care about? • How can we relate what they care about to not smoking?.flickr.com/photos/21524179@N08/2419469212
What rewards do yourparticipants orsupporters get forfollowing through?
flickr.com/photos/marcinmoga RESPONSIVE MESSAGES: Think of communicating as gift giving.
Flickr: Brittany GRESPONSIVE MESSAGES:Listen to what yoursupporters are saying,and respond!
EARN wanted to talk about home ownership and small business development as a way to help low-wage workers build wealth, but their target audience wanted to talk about student loan debt, thus the creation of MyDebtStory.comRESPONSIVE MESSAGES:Prove you are listening! http://www.nonprofitmarketingblog.com/comments/great_content_forges_great_connections_a_reader_guest_post/
Messaging That DOES WorkREWARDING:Benefits are clear.REALISTIC:Barriers are addressed.REAL TIME: REVEALING:Context makes sense. Something new is shared.RESPONSIVE: REFRESHING:We can tell you are The style is authentic.listening.