This is a 'how to' for creating a basic marketing plan for a library with each step broken down and explained. I found it was easier to explain if we pretended we were a farm and actually wrote a marketing plan from that perspective. I serve the 8 county libraries on the Eastern Shore of Maryland so the resources section will not apply to everyone.
The Role of Marketing in the Charitable SectorKatie Sanders
A workshop held at the Involve 2010 Annual Conference, to encourage delegates to consider the various marketing tools, and marketing promotional tools available for their use.
The Role of Marketing in the Charitable SectorKatie Sanders
A workshop held at the Involve 2010 Annual Conference, to encourage delegates to consider the various marketing tools, and marketing promotional tools available for their use.
Creating a marketing communications plan toolsDeborah Spector
A Creative Solutions & Innovations Tool Kit that describes the tools included in Creating a Marketing Communications Plan. Tools include: SWOT & SWOT Interplay, Positioning your NPO, Channels, POST Development Tool and Message Development Box.
Selling Good Works -- Fundamentals of Marketing a Non-Profit OrganizationChris Houchens
Selling Good Works : Fundamentals of Marketing a Non-Profit Organization
Non-profit organizations are focused on helping the communities they serve. However, to effectively serve the community, there is a need to find donors, raise awareness, and find users for the organization's mission. The challenge for most non-profits is trying to achieve multiple goals with these multiple audiences. In addition, the marketing message must stand out using limited resources in a cluttered and noisy marketplace. This session addresses the unique marketing opportunities and challenges faced by charities, public service agencies, and other types of non-profit organizations including:
--Important similarities and differences between non-profit and for-profit marketing
--How non-profits should develop a marketing plan
--Getting the message out to those who need it
--Effective ways to use a small marketing budget
--Using the web and social media to communicate
--Tracking and evaluation of non-profit marketing efforts
We share several critical data in this presentation to make the case that women have now transformed the healthcare decision making landscape – they are not just family decision makers, but influencers of broader communities. Here’s what healthcare marketers need to know.
Energizing Engagement, Inspiring Change
- How teams help drive a workplace culture of health
- Why team competitions boost participation and engagement
- How to do wellness teams well with 10 Keys to Success.
It's a crowded marketplace & there's a lot of noise! It makes it really hard for the more than 1.5 million nonprofits in the US alone to be heard. It makes it even harder to complete for scarce philanthropic resources and public attention. The answer? - Strategic Marketing.
Hybrid Marketing is a new term that is based on the value & demand of the new era of marketers.
The million dollar question: "Is it better to be GREAT at one thing or GOOD at several things?"
It's up to you to decide what path you take.
Why Gamifying? Business questions
Strategies of consumer gamification
Cases:
Entertainment– NBC Ford Escape Route
Enterprise – Siemens, Cisco
Retail – Best Buy, Wendy’s
Media & Publishing – Top Chef
eCommerce – CampusFood.com
Health/Wellness – Everyday Health
Education – Pearson/Alleyoop
For good – Nickelodeon, Half The Sky
Common mistakes
More examples
We outline the 20 core skills and 20 behaviors that are needed for successful Marketing team.
As the leader of a marketing team, you have to realize you are only as good as your people on the team. The only way your team will get better is if you identify the gaps on your team, then give your people the feedback on the gaps they need to close, and then build personal development plans for how to close those gaps. We look at people development in three different ways: skills, behaviors and experiences. We will showcase five major skill areas that includes the ability to: 1) analyze brand performance 2) think strategically 3) define the brand positioning 4) create brand plans and 5) how to inspire, challenge and make decisions on creative brand execution. We will then outline five major leader behaviors that includes: 1) accountable to results 2) team leadership 3) broad influence 4) authentic style and 5) inspiring leadership on execution. To help with the development of your people, you can use the Skills and Leadership Assessment tools to determine where your team sits today.
Public Relations - Past, Present & FutureEdwin Irvanus
Thanks to the Internet, the world of PR is continuosly evolving. However with this evolution, there seems to be even more questions as to exactly what public relations is and what it can do for a company.
While modern marketing has certainly changed best practices, one thing has remained constant: There’s always an opportunity to tell a better brand story to a larger audience. As a result, PR still can play a powerful role in marketing.
How to use brand analytics to lead a business review on your Brand
You owe your brand a deep-dive business review at least once a year. It should be the start of your brand planning process. Otherwise, you are being negligent to your brand and will operate on the surface level, missing what’s going on beneath the surface. To go deep, you need to look at everything–including the category, consumers, channels, competitors and then your own brand.
In this presentation, we will discuss in details about 17 fundamental principles of selling and marketing, by knowing the real need of the customers and perception of the customer towards the brand.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit:
http://www.welingkaronline.org/distance-learning/online-mba.html
Creating a marketing communications plan toolsDeborah Spector
A Creative Solutions & Innovations Tool Kit that describes the tools included in Creating a Marketing Communications Plan. Tools include: SWOT & SWOT Interplay, Positioning your NPO, Channels, POST Development Tool and Message Development Box.
Selling Good Works -- Fundamentals of Marketing a Non-Profit OrganizationChris Houchens
Selling Good Works : Fundamentals of Marketing a Non-Profit Organization
Non-profit organizations are focused on helping the communities they serve. However, to effectively serve the community, there is a need to find donors, raise awareness, and find users for the organization's mission. The challenge for most non-profits is trying to achieve multiple goals with these multiple audiences. In addition, the marketing message must stand out using limited resources in a cluttered and noisy marketplace. This session addresses the unique marketing opportunities and challenges faced by charities, public service agencies, and other types of non-profit organizations including:
--Important similarities and differences between non-profit and for-profit marketing
--How non-profits should develop a marketing plan
--Getting the message out to those who need it
--Effective ways to use a small marketing budget
--Using the web and social media to communicate
--Tracking and evaluation of non-profit marketing efforts
We share several critical data in this presentation to make the case that women have now transformed the healthcare decision making landscape – they are not just family decision makers, but influencers of broader communities. Here’s what healthcare marketers need to know.
Energizing Engagement, Inspiring Change
- How teams help drive a workplace culture of health
- Why team competitions boost participation and engagement
- How to do wellness teams well with 10 Keys to Success.
It's a crowded marketplace & there's a lot of noise! It makes it really hard for the more than 1.5 million nonprofits in the US alone to be heard. It makes it even harder to complete for scarce philanthropic resources and public attention. The answer? - Strategic Marketing.
Hybrid Marketing is a new term that is based on the value & demand of the new era of marketers.
The million dollar question: "Is it better to be GREAT at one thing or GOOD at several things?"
It's up to you to decide what path you take.
Why Gamifying? Business questions
Strategies of consumer gamification
Cases:
Entertainment– NBC Ford Escape Route
Enterprise – Siemens, Cisco
Retail – Best Buy, Wendy’s
Media & Publishing – Top Chef
eCommerce – CampusFood.com
Health/Wellness – Everyday Health
Education – Pearson/Alleyoop
For good – Nickelodeon, Half The Sky
Common mistakes
More examples
We outline the 20 core skills and 20 behaviors that are needed for successful Marketing team.
As the leader of a marketing team, you have to realize you are only as good as your people on the team. The only way your team will get better is if you identify the gaps on your team, then give your people the feedback on the gaps they need to close, and then build personal development plans for how to close those gaps. We look at people development in three different ways: skills, behaviors and experiences. We will showcase five major skill areas that includes the ability to: 1) analyze brand performance 2) think strategically 3) define the brand positioning 4) create brand plans and 5) how to inspire, challenge and make decisions on creative brand execution. We will then outline five major leader behaviors that includes: 1) accountable to results 2) team leadership 3) broad influence 4) authentic style and 5) inspiring leadership on execution. To help with the development of your people, you can use the Skills and Leadership Assessment tools to determine where your team sits today.
Public Relations - Past, Present & FutureEdwin Irvanus
Thanks to the Internet, the world of PR is continuosly evolving. However with this evolution, there seems to be even more questions as to exactly what public relations is and what it can do for a company.
While modern marketing has certainly changed best practices, one thing has remained constant: There’s always an opportunity to tell a better brand story to a larger audience. As a result, PR still can play a powerful role in marketing.
How to use brand analytics to lead a business review on your Brand
You owe your brand a deep-dive business review at least once a year. It should be the start of your brand planning process. Otherwise, you are being negligent to your brand and will operate on the surface level, missing what’s going on beneath the surface. To go deep, you need to look at everything–including the category, consumers, channels, competitors and then your own brand.
In this presentation, we will discuss in details about 17 fundamental principles of selling and marketing, by knowing the real need of the customers and perception of the customer towards the brand.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit:
http://www.welingkaronline.org/distance-learning/online-mba.html
With Social Media and other on-line tools both Marketing and Advertising has become accessible to any size business or non-profit. Yet many leaders ask, “What’s the difference?”
In “Marketing vs Advertising; What’s the Difference” J.R. presents an overview of what activities make up Marketing and what activates and ideas fall in to Advertising. Then we will look at the tools available to the small and medium business or non-profit today in the areas of Marketing and Advertising. The audience is invited to discusses the “why” and the “how” to put these tools to use. You may find that it is not an either or question but both.
3 Learning objective:
1. Define, compare and contrast Marketing and Advertising principals
2. Evaluate Marketing and Advertising tools for small and medium business and non-profits
3. Action items for using these principals and tools in your organization
Your speaker, J.R. Atkins has been working with individuals, executives and small businesses since 1993 and on Social Media since 2008. He has a BA from Texas A&M University and an MBA from The University of Phoenix, Dallas Campus. He is an Adjunct Professor at Temple College and has published 3 books Success Simplified, Social Media 2.0 and Road Map to Success.
A PowerPoint presentation of basic concepts in Marketing as a preparation for the more advanced dimensions of the discipline when students proceed to higher years.
IIM Calcutta's Senior Management Program (Batch - 10)niitimperia01
India's most successful Senior Management Program (Batch - 10) is open for admissions.1600 senior professionals has been transformed into leaders over the last 9 batches. Senior Managers with 10+ years of experience are eligible to apply for the program. Download program brochure@ http://www.niitimperia.com/download-brochures
Integrated Marketing Communications has blurred the lines between marketing, advertising and public relations.
This presentations identifies the roles of each, as well as, the differences between each aspect of a marketing strategy.
A co-authored piece by Mark Earls (@herdmeister) and John V Willshire (@willsh), part of the The Wharton Future of Advertising Program 2012, using Artefact Cards - http://shop.smithery.co
The importance of digital marketing lies in the fact that it is inexpensive and offers a plethora of options to connect with potential customers all around the world. Content marketing, email marketing, and social media marketing all help to raise brand recognition and enlighten clients about your products/services.
How to Generate Leads from social media.
Converting the Leads from social media.
Factors that matter most in Creating a social media strategy for your Product or service.
Global Social Media Marketing Strategy Explained For Business.pdfGhousia Links
Today, social media sites are no longer just an ingenious way for people to meet, connect and share. It is now also one of the most powerful advertising tools which businessmen can use to connect to their targeted market niche.
However, it is noteworthy that social media marketing is like a double-edged sword – it is something that needs to be wielded correctly.
In the hands of a skilled marketer, it is an effective sales tool. But in the hands of an amateur, it can turn success into demise.
The sparks foundation social media marketing plane AmarVijayGodase
I have successfully completed my #task1 as digital Marketing intern at sparks foundation.
Task 1: To Make SlideShare of social media marketing plane for sparks foundation.
I would like to thank sparks foundation for this great opportunity to learn.
#GRIPOCTOBER21 #digitalmarketing #grip #thesparksfoundation #intern
@TheSparksFoundation.
Many CEO complain they do not see the value in marketing efforts. For them we suggest to use a simple and practical framework, PCCDIO, that has worked wonders for our clients,
Startup and social media how to effectively execute your social media marketi...Dr. Deepika Salwankar
Today, we live in the world built around content and chaos. All brands, with any kind of budget want to get their message across to the same consumer through social media. In a world that is fighting for the 8-second attention span of a consumer, it’s easy for a startup to get overwhelmed while figuring out a social media strategy. Creating a brand presence and breaking through the clutter may not be an easy task, but it can get easier if you follow the five key steps.
We utilized this presentation during the marketing strategy workshop for local business owners and entrepreneurs, but I can work for anyone. Here are some of the points you will learn:
- What’s a marketing plan and why do you need one?
- What’s the difference between a marketing strategy and a marketing plan?
- Finding the right marketing tools and channels that would work for you.
- How to start building a small business marketing plan.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Turn Digital Reputation Threats into Offense Tactics - Daniel Lemin
Basic Marketing
1.
2. What are we doing here?
1. Talk Marketing,
definitions, what it
means to you
2. Parts of a Marketing
Plan, with some extra
tips and tricks
3. How to make your
Marketing Plan YOURS,
ways to customize and
resources to help
I’m going to give you lots of info to help you out so lets get started!
3. ‘Selling’ or Product terms
Even though terms like ‘selling’, ‘purchase’, or ‘buying’
maybe used – they still make sense even if no money
exchanges hands directly.
6. Marketing…
-the action or business of
promoting and selling
products or services,
including market research
and advertising.
Oxford Dictionary
-the activity, set of
institutions, and
processes for creating,
communicating,
delivering, and exchanging
offerings that have value
for customers, clients,
partners, and society at
large.
American Marketing
Association
7. Wikipedia
Marketing is the process of communicating the value of a
product to customers, for the purpose of selling that product,
goods or services. Another simple definition of "marketing" is
"managing profitable customer relationships”. Marketing
can be looked at as an organizational function and a set of
processes for creating, delivering and communicating value to
customers, and customer relationship management that also
benefits the organization. Marketing is the science of
choosing target markets through market analysis and market
segmentation, as well as understanding consumer behavior
and providing superior customer value. From a societal
point of view, marketing is the link between a society's
material requirements and its economic patterns of response.
Marketing satisfies these needs and wants through
exchange processes and building long term relationships.
8. Types of Marketing
Alliance Marketing - Here two or more entities come
together to pool in their resources to promote and sell a
product or service, which will not only benefit their
stakeholders, but also have a greater impact on the
market.
http://www.allbusiness.com/wild-crazy-marketing-ideas/
15677076-9.html
9. Call to Action (CTA) Marketing - CTA is a part of
inbound marketing used on websites in the form of a
banner, text or graphic, where it is meant to prompt a
person to click it and move into the conversion funnel,
that is, from searching to navigating an online store to
converting to a sale.
Community Marketing (Evangelism Marketing) -
This technique caters to the needs and requirements of
the existing customers, as opposed to using resources
to gather new consumers. This promotes loyalty and
product satisfaction and also gives rise to word of
mouth marketing among the community.
10. Content Marketing - In this case, content is created
and published on various platforms to give information
about a certain product or service to potential
customers and to influence them, without making a
direct sales pitch.
http://gizmodo.com/watch-this-haunted-poster-
come-to-life-and-scare-the-he-
1652707324?utm_campaign=socialflow_giz
modo_facebook&utm_source=gizmodo_faceb
ook&utm_medium=socialflow
11.
12.
13. Cross-media Marketing - As the name suggests,
multiple channels like emails, letters, web pages etc are
used to give information about products and services to
customers in the form of cross promotion. Use multiple
forms of communication to get a marketing point
across.
14. Database Marketing - This utilizes and information
from database of customers or potential consumers to
create customized communication strategies through
any media in order to promote products and services.
Casting a wide net, using pre-collected information to
target a specific audience.
15. Digital Marketing - This strategy uses various digital
devices like smartphones, computers, tablets or digital
billboards to inform customers and business partners
about its products. Internet Marketing is a key element
in Digital Marketing. This is like casting a wide net but
geared towards internet users. (Social Media)
16. Direct Marketing - This is a wide term which refers to
the technique where organizations communicate
directly with the consumer through mail, email, texts,
fliers and various promotional materials.
17. Diversity Marketing - The aim of this strategy is to
take into account the different diversities in a culture in
terms of beliefs, expectations, tastes and needs and then
create a customized marketing plan to target those
consumers effectively.
(In most cases, openly targeting a particular race sets you up for more
pitfalls than benefits. So be careful)
19. Freebie Marketing - Here a particular item is sold at low rates,
or is given away free, to boost the sales of another
complimentary item or service.
Free Sample Marketing - Unlike Freebie Marketing, this is not
dependent on complimentary marketing, but rather consists of
giving away a free sample of the product to influence the
consumer to make the purchase.
20. Guerrilla Marketing - Unconventional and inexpensive
techniques with imagination, big crowds and a surprise
element are used for marketing something, a popular
example being flash mobs.
21.
22.
23. Parts of a Marketing Plan
1. SWOT
2. Target Audience Worksheet
3. Goals
4. Strategies and Tactics
5. Budget
24. Getting Ready for the Meeting:
1. The team can include leadership, department heads and
anyone else that wants to help.
2. Have your mission and vision statements on hand.
3. Remind everyone that this is not a personal attack.
26. Today we are not a library…
Sometimes you are a little too
close to a project to get the full
picture, so we are going to
start fresh as another business
We are from so many different
counties that we would not
make a unique plan for one
but a hodge-podge on for all –
that does not work
Gets you in the practice of
Alliance Marketing…
28. Parts of a Marketing Plan
1. SWOT
2. Target Audience Worksheet
3. Goals
4. Strategies and Tactics
5. Budget
29. SWOT
Strengths, Weaknesses, Opportunities, and Threats
A nonprofit SWOT analysis may seem simple, but it
packs a powerful punch that can help you take your
strategic plan or marketing plan to the next level. Don’t
avoid SWOT analysis because it requires you to ask the
hard questions and face problems within your
organization. It will make your operations and
marketing more effective and arm you with the next
steps you need to take.
30. List Internal Strengths
A few things to consider:
Age of organization
Tenure of staff
Staff education and experience
Ease of purchase/donation
Financial stability
Transparency
Reputation
31. Lets pretend we are a farm…
List some strengths
We are local
Organic
Family owned for 30 years
Lots of growing knowledge
32. Compile Internal Weaknesses
A few examples:
Lack of education and experience
Cash flow
Short-staffed
Poor website
No public awareness
Board inefficiency
33. Back to the farm…
Short staffed
Smaller farm
Have some veggies
that are not so popular
No website or social media
34. What Are Your Opportunities?
Opportunities are the thing your organization has no control over, but
could potentially take advantage of
New grants available
Possible partnerships
Demographic trends
Companies looking for
cause marketing opportunities
Influential connections
Recent good press
*Partners/ Connections pg 81 MYL
35. And at the farm…
Educational Grants
Farmers Markets
Organic grocery stores
Organic Partners
‘Green’ very popular
36. What Are the Threats to Your
Organization?
What external threats exist that could harm your nonprofit?
Economic downturn
Elimination of funding
An advocate leaving
government office
Recent bad press
Demographic trends
Rising vendor costs
37. The farm…
Other larger farms in the area with more product
Not as popular as some farms
Seasonal
38. And remember…
That your weaknesses and threats can be converted
into strengths and opportunities by looking at them
differently.
Can you frame your loss of government funding as an
opportunity for major donors to step up? Or maybe you
can take your bad website and make it into something
you’re truly proud of and that the community, your
volunteers and donors enjoy visiting.
39. You can use the SWOT analysis as a reference during
each step of creating your marketing plan or strategic
plan. As you move forward, look at your strengths and
opportunities and try to match them up so your
organization is taking the path of least resistance in
your marketing.
41. A target audience is the person or group of people
whom writing is intended to reach. In other words, it is
important for a writer to know who will be reading his
or her writing.
This audience is the person or group of people the
writer is aiming for or trying to reach. When a writer
knows the target audience, he or she will shape both
the purpose and tone of the writing to match the
audience's needs and, sometimes, expectations. Make
PERSONAS to help you visualize the target audience.
42. There is no such thing as
‘everyone’
Even though your library welcomes everyone and might
have something for everyone, you can not market to
everyone.
That would make your marketing plan way too broad
and it would turn into a ‘cross your fingers and hope it
works’ campaign.
43. How to narrow down your target audience
1. What is the desired action of you
target audience?
2. What demographic groups are
most likely to take the desired action?
3. How do they think?
4. What needs, challenges, and
frustrations do they have?
5. How does your idea, service, or
product help your target audience?
6. What drives them to make
purchasing decisions?
7. Do they currently use (or support)
a product or service of your organization
or that of a similar organization?
8. What media do they currently use?
9. How can you best reach your
target audience?
44. 1. What is the desired action
of your target audience?
(This is a good time to look back at the SWOT Analysis)
Buying your product or service?
Donating to your organization?
Volunteer for an event?
Advocate by spreading the word and educating others?
45. So, at the farm…
I want the Target(s) to buy and advocate for my product.
46. 2. What demographic groups
are most likely to take the
desired action?
Figure out not only
who has a need for
your product or
service, but also who
is most likely to take
action (buy, donate,
volunteer).
47. Some things to consider…
Age Group
Gender (M, F, both)
Location (local, regional,
national &/or urban,
suburban, rural)
Marital/Family Status
Income Level
Education Level
Occupation
48. 3. How do they think?
Personality types
Attitudes
Values
Interest/Hobbies
Lifestyles
Behaviors
49. 4. What needs, challenges,
and frustrations do they
have?
Understanding where
your audience’s needs
and frustrations are,
helps to shift the
conversation from
how they can help you
(“buy my product”) to
how you can help
them. Often times this
is communicated very
subtly.
50. 5. How does your idea,
service, or product help your
target audience?
What problem does
it solve? How does
it make their lives
easier? better?
What would
motivate them to
pay for it?
51. 6. What drives them to make
purchasing decisions? (or
donating, volunteering,
sharing, etc)
What influences them to take that final step? What
obstacles might be in their way? One product I worked
with did an amazing job at marketing to potential users
of our product and generated tons of interest and
excitement on an advertising budget of virtually $0.
52. 7. Do they currently use (or
support) a product or service
of your organization or that of
a similar organization?
If so, this means that
they have shown an
active interest in your
type of service (good)
but may be open to
new opportunities or
may be satisfied with
the way things are. e.
If they don’t, it might
prove
53. 8. What media do they
currently use?
Consider the magazines
they read, tv & movies they
watch, websites they visit,
social media sites they
frequent. For social media,
consider the times they are
most active and what types
of content they engage
with (follows, clicks,
comments, mentions, likes,
and shares)
54. 9. How can you best reach
your target audience?
58. Helpful Hints!
With a little persistence Google can prove quite helpful
in helping track down research that others have already
compiled on your target. Search for blog posts,
magazine articles and survey results (or databases) that
talk about your target market.
59. You also might want to consider creating a
survey of your own where you can ask your
current customers for feedback.
60. Defining the market is the tough part.
Now that you know who you
are targeting, you should find
it much easier to figure out
what marketing messages will
resonate with them and which
media channels will be most
effective at reaching them.
77. Some budget
questions to ask
What resources do you
need?
How much time will this
take away from the staff?
Who will be doing what?
Printing costs of marketing
materials?
78. Constantly Evolving
Document
which is cascaded to the relevant people and monitored
regularly. Most action plans are relatively short term
documents which focus on the coming year, but longer
term implications should also be considered. Determine
who will complete each action point. Monitor the
progress of the plan and review regularly.
79. How to make it your own…
A few tips to help make your point look and sound like
its coming from you
81. Important to make the message consistent, not just in
graphics but in voice and tone, not just for the
consumers but for staff as well. Write like a smart
human , talk directly to the reader using ‘you’, and
yourself as ‘we’ or ‘I’.
84. What is a position statement?
For (target customers)
Who (have the following
problem)
Our product is a (describe the
product or solution)
That provides (cite the
breakthrough capability)
Unlike (reference competition),
Our product/solution (describe
the key point of competitive
differentiation)
85. The following positioning statement was used by
Amazon.com in 2001, when it sold books almost exclusively:
For World Wide Web users who enjoy books, Amazon.com is a
retail bookseller that provides instant access to over 1.1
million books. Unlike traditional book retailers, Amazon.com
provides a combination of extraordinary convenience, low
prices, and comprehensive selection.
86. Fictitious company, Underfoot Industries, has decided
to pursue two target markets: schools and light
commercial customers. These are distinct market
segments whose customers rate their needs differently,
so the company must develop two positioning
statements.
87. Underfoot Industries #1
For schools, the Underfoot Industries EverAwesome line
is the strongest, most durable carpet among all
commercial-grade carpets for organizations on a budget,
because it is made using our patented SteelTwist
technology. The EverAwesome line features Underfoot
Industries’ patented technology for producing high-strength,
low-wear carpets. Underfoot named its
production technology “SteelTwist” to appeal to
customers, such as schools, who place a very high value
on carpet strength.
88. Underfoot Industries #2
For today’s appearance-conscious business, the
Underfoot Industries EverAwesome line is the carpet that
stays new-looking longest among all commercial-grade
carpets. Our patented technology produces durable, low-wear
carpet whose lifetime cost is 40-80% lower than
other brands. The brand name “EverAwesome” tells
customers: “This carpet looks great, AND it will last a
long time.”
97. Process
Have a process established for creating and approving
content/marketing materials. Hold a training session.
98. Social and other media help
1. Genuine, generous, grateful, not greedy,
grandstanding, or grabby.
2. Product, Price, Place
3. Think outside the box
100. ESRL!
1. We have a great professional collection!
tinyurl.com/regionalrainbow
101. Here are a few of the books I used…
The Nonprofit Marketing Guide by Kivi Leroux Miller
Marketing Your Library edited by Carol Smallwood, Vera
Gubnitskaia, and Kerol Harrod
Meatball Sundae by Seth Godin
Word of Mouth Marketing by Andy Sernovitz
102. Seth Godin
SETH GODIN is the author of 17 books
that have been bestsellers around the
world and have been translated into more
than 35 languages.
Writing and speaking, Seth is founder of
squidoo.com, a fast growing, easy to use
website. His blog (which you can find by
typing "seth" into Google) is one of the
most popular in the world. Before his
work as a writer and blogger, Godin was
Vice President of Direct Marketing at
Yahoo!, a job he got after selling them his
pioneering 1990s online startup,
Yoyodyne.
In 2013, Godin was inducted into the
Direct Marketing Hall of Fame, one of
three chosen for this honor.
103. ESRL
We can also help with printing
and graphic design!
For graphics please email
kacey@esrl.org and for any
printing questions just ask
dean@esrl.org!
We would love to help
you out!
104. Bigstock.com
ESRL has a stock photo account here. Browse the site
and email me (kacey@esrl.org) the link with what size
you would like and Ill email it back. Try give me 5-7
days before you need it, I only have a few downloads a
day.
105. Your community
Each community is unique and has its own hidden
treasures, use these and other assets in your area.
Various events, other companies
*partners/ connections MYL
106. Your Fans!
The people can be your biggest and best forms of
marketing.
107. Your SEO!
I know computer stuff can be intimidating, but Search
Engine Optimization can be your best friend, make sure
that you are getting the best search results for your site.