Currently viewing the tag: "Marketing"
Learn strategies, tips and techniques on how to market your non-fiction book in this free video guide to self-publishing for first-time authors.
Any strategy starts with setting an objective. Typically there are two – short-term, which is profit, and long-term â?? market share gains. Even though in the case of non profit organizations the distinction between the two may be less clear than in the case of a for profit, the approach in analysis of the appropriate marketing strategy would be the same. Just like with for profit organizations, for non profit you will need to look and analyze its customers and the product or service the business offers to them.
Letâ??s use an example of a community college art theater.
Objective. Its main goal of the theater may be to provide maximum art exposure to the community. It has certain constraints, such as the number of performances it can produce, seating capacity, etc.
Customers. These could be families from the neighboring communities, students, faculty, performers, alumni, etc. as well as donors. The latter expect a returnâ?? a feeling of satisfaction, assurance of a good use of the money they contribute, or time and effort dedicated to supporting the theaterâ??s operations.
Just like with the for profit business, it is imperative to segment the customers appropriately. Typically, the customer segmentation is done on the basis of the following:
Students vs. nonstudents Age group Gender Affiliation w/ the college (students, former students, alumni) Geography Existing/current vs. new customers Interested in arts (familiar with it), and those not interested Products the customers are looking for â?? dance, song, opera, etc. How the purchase decision made â?? planned or impulse Willingness to pay/disposable income Educational level Benefits/needs Price sensitivity
Remember that mass advertising is almost always ineffective. The more targeted you are the, the better it is.
Marketing Strategy. Here we need to determine what message to develop. For instance, think if your new customers can bring friends? If so, adjust your message to take advantage of that possibility. Messages have to be targeted to individual segments of your customers and cater to their needs.
Value/Benefit. The key benefits the theater provides is arts education, entertainment, feeling of happiness, opportunity to socialize, an â??image of an art lover,â?? an opportunity to support the school, particularly for alumni. Just like in the case of a for profit company, we determine the value proposition of a non profit by asking ourselves a question: â??What do the customers really want?â?
Competitors. These would include other similar theaters, as well as other entertainment/art organizations, such as museums, art galleries, live events, etc.
Strategic alignment. Long-term alignment of all the constituencies within the non profit is also important. In the case of a for profit organization, in the long run owners or investors, employees and managers are almost always aligned. There may be differences in opinion about the short-term vs. long-term strategy and how the need for profitability in the short-run should be balanced against gaining market share. However, longer-term it is all about contrition to the mission of the company and creation of wealth. Misalignment on this dimension is almost certain to lead to a dysfunctional organization destined to failure.
In the case of non profit business, such alignment sometimes difficult to reach. Sometimes it is because it is not always easy to determine who is the â??real boss.â?? Whoever pays the bills could be one. However, itâ??s more somebody whose opinion, preference and interests count the most. Nonetheless, the questions that is more frequently is being asked is â??Is is okay for such organizations to continue to lose money?â? The answer is increasingly becoming â??no.â?? More and more of the constituencies within non profits are saying â??enough is enough.â? They are increasingly asking to get to a break-even point as a minimum. Those that do not are failing because competition in the non profit world is increasing.
Just like a for profit, the non profit organization must think about its objective, customers, benefits it offers, market strategy and competition. It is also increasingly becoming important to reach alignment with the key constituencies within such organizations. This can be accomplished by going through the checklist we have just discussed.
Bill and Joann Truby, are authors, consultants and speakers, who are focused on helping individuals achieve personal fulfillment and organizations increase their performance. They are the founders of Truby Achievements: http://www.trubyachievements.com
If I could give you one key, all important, tops above all tip for article marketing, here it is. Now I know you are wondering what it is and you want to know, right now, right this second. But, if you want to find out you will have to read the article. I promise if you finish the article you will agree with me what the greatest tip is!
I love stories and want to tell you one about an article marketer and his wife.
A very successful article marketer was married to a vivacious blonde wife. They lived on a ranch and the marketer’s business was in trouble. So, in order to keep the bank from repossessing the ranch, they needed to purchase a bull so that they could breed their own stock.
The husband tells his wife, ‘When I find a bull and decide to buy it, I will contact you to drive out after me and we will haul it home.’
The marketer arrives at a bull owners ranch with $600, inspects the bull, and decides he wants to buy it. The owner tells him that he will sell it for $599, not a penny less.
After paying him, he drives to the nearest town to send his wife a telegram to tell her the news.
He walks into the telegraph office, and says, ‘I want to send a telegram to my wife to tell her that I’ve bought a bull for our ranch. I need her to hitch the trailer to our pickup truck and drive out here so we can haul it home.’
The telegraph operator explains that he’ll be glad to help him, but ‘it will cost 99 cents a word.’ Hmm, sighs the husband and realized he can only send one word.
After a few minutes of thinking, he nods and says, ‘I want you to send her the word ‘comfortable.’
The operator shakes his head. ‘How is she ever going to know that you want her to hitch the trailer to your pickup truck and drive out here to haul that bull back to your ranch if you send her just the word ‘comfortable?’
The husband explains, ‘My wife’s blonde. The word is big. She’ll read it very slowly… ‘com-for-da-bul’.
If you haven’t figured it out by reading the article, then I will give you one last chance. The one most important, all encompassing, tops above all tip to article marketing is have fun and be funny. Life is too short to take it and your business internet money online opportunity too seriously!
Rodney Erb is a 1971 graduate of West Point. CPT Erb served 8 years in the Army receiving the Bronze Star for service in Vietnam. His corporate life was with prestigious Corporations such as UTC, Citicorp/Citibank, Merrill Lynch and The Hartford. He started his own company in 1993 and worked in New York City and throughout the U.S. He has helped corporations successfully automate their online Businesses. If you want the best ?Affiliate Marketing? business internet money online opportunity go to http://www.the4daymoneymakingblueprint.info 4-Day Money Making Blueprint or go to http://www.quickmoneyeasy.info Make Money Online.
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Does the stereotypical “soup kitchen” come to mind when you think a non-profit? Well, homeless shelters funded by a single church or wealthy individuals are out there but these have not been representative of the sector for many years. Bring on the promotional items! Regional or nationwide, non-profits need to promote themselves like any other big organization does.
A large charitable organization like the Red Cross looks a lot like a well-oiled business machine. Does this mean that they need to approach promotional products the same way any for-profit business would? Yes and no. Context is king in marketing; one idea doesn’t meet the needs for everyone equally, and this applies to a non-profit organization as much as it would for anyone else.
One difference would be the availability of funds to spend on marketing efforts at a non-profit. Thanks to things like profit, money to spend on the less solid things like marketing and branding is more available. Budgets at non-profits can end up very limited, especially because the reputation of a non-profit can be a huge factor in its success. Some non-profits see it as a priority to keep the amount of money they spend towards “administrative costs” as low as possible. Critical to their reputation, even. In the case of a charity, how likely are you to give if they seem to spend half of their donations on themselves?
The usual guidelines you’d pay heed to when using promotional items in a business setting still apply to non-profits. A trade show means keeping promotional items easy to carry but still attention-getting. No will want to carry something around all day if the promotional products they’ve been given are heavy junk, no matter how neat it is. Avoid the temptation to just toss money into purchasing any little trinket you can find, either. Giving out an easy to carry but completely useless promotional item is just going to be a waste of money. Money that may more difficult to come by in a non-profit environment!
Without the big financial safety net, you might be tempted to play it safe in a non-profit setting. Really though, less room to maneuver might mean letting those creative juices flow and utilizing promotional items that others might not consider. Charities can attract a younger and creative group of employees or volunteers, so it is important to tap into that creative resource. Take advantage of the fact that many people don’t look at non-profits as a business, which can mean more freedom. Picking a promotional item that might not be entirely professional could be a bigger benefit to a brand than a hindrance!
The non-profit sector doesn’t have as much interaction with the promotional industry as it should. It is important to not write off the non-profit sector as a source of potential clients, if you’re a promotional items seller. They’re out there and they need your help! If you are a non-profit, the promotional items out there could be a critical contribution to getting some awareness out there and some contributions rolling in. Our sectors can mutually benefit one another, and society as a whole.
Wes Robertson has been in the custom promotional products industry for several years. He is an author and marketing consultant.
Does the stereotypical “soup kitchen” come to mind when you think a non-profit? Well, homeless shelters funded by a single church or wealthy individuals are out there but these have not been representative of the sector for many years. Bring on the promotional items! Regional or nationwide, non-profits need to promote themselves like any other big organization does.
A large charitable organization like the Red Cross looks a lot like a well-oiled business machine. Does this mean that they need to approach promotional products the same way any for-profit business would? Yes and no. Context is king in marketing; one idea doesn’t meet the needs for everyone equally, and this applies to a non-profit organization as much as it would for anyone else.
One difference would be the availability of funds to spend on marketing efforts at a non-profit. Thanks to things like profit, money to spend on the less solid things like marketing and branding is more available. Budgets at non-profits can end up very limited, especially because the reputation of a non-profit can be a huge factor in its success. Some non-profits see it as a priority to keep the amount of money they spend towards “administrative costs” as low as possible. Critical to their reputation, even. In the case of a charity, how likely are you to give if they seem to spend half of their donations on themselves?
The usual guidelines you’d pay heed to when using promotional items in a business setting still apply to non-profits. A trade show means keeping promotional items easy to carry but still attention-getting. No will want to carry something around all day if the promotional products they’ve been given are heavy junk, no matter how neat it is. Avoid the temptation to just toss money into purchasing any little trinket you can find, either. Giving out an easy to carry but completely useless promotional item is just going to be a waste of money. Money that may more difficult to come by in a non-profit environment!
Without the big financial safety net, you might be tempted to play it safe in a non-profit setting. Really though, less room to maneuver might mean letting those creative juices flow and utilizing promotional items that others might not consider. Charities can attract a younger and creative group of employees or volunteers, so it is important to tap into that creative resource. Take advantage of the fact that many people don’t look at non-profits as a business, which can mean more freedom. Picking a promotional item that might not be entirely professional could be a bigger benefit to a brand than a hindrance!
The non-profit sector doesn’t have as much interaction with the promotional industry as it should. It is important to not write off the non-profit sector as a source of potential clients, if you’re a promotional items seller. They’re out there and they need your help! If you are a non-profit, the promotional items out there could be a critical contribution to getting some awareness out there and some contributions rolling in. Our sectors can mutually benefit one another, and society as a whole.
Wes Robertson has been in the custom promotional products industry for several years. He is an author and marketing consultant.
Tagged with: Marketing
Successful article marketing can literally take a beginning marketer and put them on the map. First comes almost immediate traffic as readers discover your articles and click through to your website. Then, as the number of quality article the article writer creates and submits grows, there is the recognition of this person as a knowledgeable expert on their chosen topic. At the same time the number of back-links is also growing. Then as the search engine rank starts to climb, the traffic n umbers grow even higher. While all this sounds great to the beginning writer there is the question about how to successfully generate huge numbers of high quality, relevant articles. Just writing a few articles seems like a major task. Read on for article writing tips to help you prepare to start generating articles for your article marketing campaign.
The first of the articles writing tips is to follow the process to think, plan and then write. Successful article marketing is fueled by high quality, relevant articles. Don’t make the mistake of simply jumping in and blindly starting to write. Take the time to think about potential topics your readers want to read about. Think about the questions they ask, the most compelling problems they face, and the information they most want. Write these ideas down. Develop a brainstorm a list of those potential article topics. Read through your list and focus on the ten you will write on next. With your list of ten, you are ready to move to the next stage of planning.
The next of the article writing tips is to plan what you will write. Take each article topic, select a potential title and then outline the main points to be included in your article. This is a quick step for every article writer to complete. Yet for the beginning article writer taking this time can actually greatly increase the speed of your work. With your topic selected, it is as simple as simply jotting down the top 3 to 5 points you want to cover in your article. Use these 3 to 5 points as the basis for the information you will include in your article.
The final of the article writing tips for this time is to invest time upfront doing keyword research. Target your keywords, and stick with them. It is easier for many new article writers to jump from keyword to keyword yet successful article marketing requires some level of commitment to a core set of keywords. Over time as the number of articles you have written builds, you can add new keywords to the mix without impacting your search engine results for the keywords you have already used.
Every article writer must be sure to proofread each article before calling it complete. Readers expect your articles to be high quality, filled with pertinent information, and free of spelling and grammar errors. It only takes a minute to check your work. Don’t risk having readers quickly leave your article when that minute to proofread would have allowed you to discover and fix and problems.
To your successful article marketing!
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If you are writing an article for a company or business that is to be used to promote or bring interest to specific product, you will want to consider a few article writing tips. The tips provided herein have been proven successful in creating some of the best articles found on the Internet today.
Most people who read articles don’t want to read something that reads like an instructional manual. They want to read an article that is informative, yet easy to read. So the first thing you want to consider is your writing style. Your writing style should match the type of product or service that you are writing about.
If you are writing about greeting cards you will most likely want to write in a different style than if you were writing about hospital medical equipment. When it comes to greeting cards you probably want to write in a more conversational and witty manner, whereas if you are writing about medical equipment you most likely want to come off a little more professional.
Another one of the valuable article writing tips is to write your article in a way that it asks a question and then follows up with an answer. Consider the product or service that you are writing about. Then imagine what questions you would ask if you were looking to try out that product or service. You can then turn those questions into excellent articles.
Above all else, read your article out loud after writing it and make sure that it sounds well. Check it for spelling and grammar mistakes. Many people will immediately stop reading an article if it is poorly written.
Fabian Tan is a well-known Internet
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Article Marketing Article Writing Tips What can article marketing do for you?
Well, some good article writing can put you on the first page of google. That is a fact and it’s not all that difficult. However there are a few simple rules that must be followed.
I’ll do my best to summarize these article writing rules without turning this into an E-Book. Most of the writing that has been about article marketing has focused entirely on one part of it…that is writing articles to get back links to your website. This means that you were to write as many articles as you could and get them placed on as many article directories as you could to develop links back to your site. This is still a solid marketing tactic to make a part of your arsenal, but that is not exactly what we are going to do here. We are more interested in making money.
Ok now remember that google loves fresh content. It especially loves fresh article writing from certain sites. Here is a few of these sites: ezinearticles.com and Google blogger and goarticles.com and squidoo.com don’t forget usfreeads and even wordpress.com there are more article marketing sites that can be found with little effort.
So you now already know the first part of the equation. Use certain sites to create your promotions. These are the sites that Google loves. The next part of the equation is to build your promotion on ONE highly optimized keyword phrase that will have very little competition. There is an endless amount of these keywords out there for every product, industry and niche market imaginable. Keep in mind the most important thing I just wrote was: “Optimized Result.”
Next take your optimized keyword phrase and put it in quotes. Then put it in google to see how much competition you would have in article marketing that phrase. Just look at the numbers in the upper right side of the search screen. If your result is anywhere between 1000 and 5000 your in business. Let me explain a little further. Take the keyword phrase “article marketing” put this in google and the competition is 3,240,000. That will never do so what next. Let’s add to the phrase to start highly optimizing the phrase” article marketing article”. This is a little better only 92,800 pages of competition. Let’s try one last time with “article marketing article writing tips.” Bingo our competition is 1,900 a piece of cake. Now you have your article’s heading and it is highly targeted and optimized for article marketing. All that is left is content.
Make sure you have something to write about in your article marketing effort that people want to read. Along the way, while you are endowing the masses with information about article marketing article writing tips, you put a reference and a link for your reader to use to see more detail on the subject. The opportunity to purchase a product that is directly related to Article Marketing Article Writing Tips.
This does actually work. There are an infinite number of opportunities and information out there that can help you get the training you need to get where you want to be. You want to be between the potential customer and the vendor or between the potential customer and your product. Remember knowledge is the path to success.
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What makes one personâ??s articles great to read? How can you make your articles more compelling? Here are some tips for article marketing that I have learned from many of the most successful article writers. These tips for article marketing are themes you will find in most every successful article you read.
Imagine how you would feel if your articles were written for you? Here are five tips to write better articles for your business internet money online opportunity article marketing.
1. Know your target audience and write for them. Whatever you are writing about has to be done with the reader foremost in mind. The article is not about you but for them and you must write for your audience. Imagine you are the reader and make the article interesting from their perspective.
2. Write as though you know the readerâ??s heart and emotions. The more you can connect with the readerâ??s pain, problem or predicament the more you will be able to make them feel the article is for them.
3. Make the reader feel involved in your article. When you do this, the reader will understand that it is written for them not at them. This vital tip will help the reader imagine what you are trying to say. Once you have them involved, provide them a solution and they will be grateful.
4. Write statements that will help the reader trust you. Talk to the reader as an intelligent, responsible caring person reading your article to gain something from the experience. Do not waste their time. You probably have heard many times never to talk down to someone but to them.
Apply these writing tips for article marketing. I guarantee you will see your articles being read and appreciated more than ever and your business internet money online opportunity will benefit.
Rodney Erb is a 1971 graduate of West Point. CPT Erb served 8 years in the Army receiving the Bronze Star for service in Vietnam. His corporate life was with prestigious Corporations such as UTC, Citicorp/Citibank, Merrill Lynch and The Hartford. He started his own company in 1993 and worked in New York City and throughout the U.S. He has helped corporations successfully automate their online Businesses. If you want the best “Affiliate Marketing” business internet money online opportunity go to http://www.the4daymoneymakingblueprint.info 4-Day Money Making Blueprint or go to http://www.quickmoneyeasy.info Make Money Online.
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