The document outlines the four building blocks of effective marketing: 1) Goals - specific objectives like gaining more social media followers or increasing event attendance 2) Audiences - segments of people like active retired individuals or families with young children 3) Call to action - a requested action that is clear and achievable like filming a video or joining a group 4) Benefits - focusing on how your offering fulfills the needs/values of others rather than just describing features

1. The four building
blocks of effective
marketing

2. You will learn
 How to target your efforts for
best effect
 The difference between “me
marketing” and “you
marketing”
 How to describe features
and benefits
Engaging people for positive change

3. Four Building Blocks
1. Goals (What you want to achieve)
2. Audiences (People who will help you
achieve your goals)
3. Call to action (What should they do?)
4. Benefits (What’s in it for them)
Engaging people for positive change

4. 1. Goals
 What are your marketing goals?
Be as specific as you can.
 Add 25 more Facebook friends by
the end of the summer
 Invite 5 residents who are under 65
to join our group in the next six
months
 75 residents from our estate to
attend the family fun day
 Check: are your marketing goals
in line with your other goals?
Engaging people for positive change

5. 2. Audiences
 People you will engage with to achieve your
goals
 Neighbours, funders, donors, volunteers,
partners, customers, opinion formers, local
officials, HA staff, the media, subscribers,
social media followers
 What do you know about them?
Engaging people for positive change

6. “Our audience is everybody”
Marketers use segments
 Active retired
 Young parent
 Busy commuters
 Backbone of the community
 Families with young children
 Sporty young people
 Kids who hang out
Engaging people for positive change

7. 3. Call to action
 Don’t be afraid to ask
 Be specific
 Make it do-able
 Have a first priority
 Remove the barriers
 Could you film it?
Engaging people for positive change

8. Group exercise
Engaging people for positive change

9. 4. The benefit. What’s in it for
me?
 Avoid the “we-we” factor: all about your group
and what you do.
 Focus on the “me” factor. Most people are
interested in what matters to them.
 Appeal to their values, needs and wants
 State the benefit clearly. It may be different
for different audiences. What is the benefit for
you?
 Surprisingly few marketers do this!
Engaging people for positive change

10. Features & benefits
 Features tell, benefits sell
 A feature is WHAT your
product, service or
community has or does
 The benefit is WHY the
feature is important to
someone
 People don’t want a 1” drill
bit, they want a 1” hole
Engaging people for positive change

11. These four building blocks will
help you…
 Be respectful
 Be efficient
 Be true to yourself and your values
Engaging people for positive change