... creating value through consumer insights

1. ... creating value through consumer insights MARKETING FOR NON MARKETING EXECUTIVES MARKETING FOR NON-PROFITS

2. Reflections Given a choice between changing and proving that it is not necessary. Most people get busy with the proof. • John Galbraith The nonprofit sector is an outstanding, fulfilling…tricky, messy place. - Deirdre Maloney

3. NGO Frugal Mindsets On the Cheap No Budget All Volunteer Frugal Not necessarily a bad thing…… Can sometimes hinder Non-profits from reaching their potential

4. DeiroreMaloney has these to say.. ….. The answer ….. Need integration of the four Ms into their business to achieve optimal results Management, Money, Marketing & Measurement • Volunteers help run operations • Donors, members, and sponsors bring in revenue • Revenue and operations keeps • an organization running. • Marketing provides the engine to run effectively and efficiently Aren't these similar to the profit enterprises?

5. Social Marketing ......OUTCOME definition Social marketing is focused on identifying, anticipating and satisfying citizens needs through interventions that people value and lead to measurable social improvement Change.. Maintenance... Compliance

6. Not to be confused with… ‘social media’ social media marketing

7. Social Marketing …….PROCESS definition the systematic application of marketing, alongsideother concepts and techniques, to achieve specific behavioural goals, for a social good.

8. The Marketing Mindset Plan Test Research Good Idea Hunch Experiment

9. Products and Services: • Product strategies - developing a highly specialized product or service or providing a product-service package containing unusually high-quality service. • Promotion: • Direct and indirect customer interaction. • Good salesmanship is essential for small businesses because of their limited advertising budgets. Online marketing is a cheap, quick, and easy way to ensure that your business and product receive high visibility. • Price: When it comes to maximizing total revenue, • The right price is crucial.  Higher prices mean lower volume and vice-versa • Distribution: • The manufacturer and wholesaler must decide how to distribute their products. ow-cost, low-traffic location means spending more on advertising to build traffic. Every marketing program …… has four key components:

10. Case study….. Branding as a way to market.. Breast cancer advocacy uses a the pink ribbonand The color pink as a concept brand to raise money and increase screening. The breast cancer brand is strong: People who support the "pink brand“ identify themselves as members of the socially aware niche market, who are in favor of women's health, screening mammography, Positive thinking, and willing submission to the current mainstream medical opinion Identity.. Association… Support for a cause.

11. Cash studies…….Green Banana Marketing The Fairtrade Foundation began life in 1992 as a movement for a better deal in international trade for small farmers and workers in poor communities WWF, well known for the panda logo and its work to protect endangered species • Green Banana Marketing ….(http://www.greenbananamarketing.com/)

12. Cash studies…….What was the outcome? Green Banana Marketing (http://www.greenbananamarketing.com/)

13. The common public health mantra

14. Leverage events and milestones 40th Anniversary of SOS Children’s Villages in Africa, Former President Alhaji Ali Hassan Mwinyi was honored as the Goodwill Ambassador. Press and Dignitaries were in attendance.. Dec, 2012 the National Director of SOS Children Villages in Tanzania received a grand Achievement award.. This was leveraged in the press to connect with the different publics.

15. If you can, Make it ‘fun, easy & popular’ 900+ Pumps in South Africa Providing easy access to clean drinking water Going from 150 to 1400 L an hour Through CHILD’S PLAY Advertising on storage tank pays for system maintenance for 10 years

16. OK so what do we do?

17. Adopt A Social Marketing Approach 5 THINGS TO DO • Establish quantifiable goals and measure performance • Segment and succeed • Focus on single, simple doable behaviours one at a time • Make it fun, easy and popular if you can • Develop products, services and improve environments

18. Simple Market Planning Process Stage 1: What's your message? Stage 2: Create infrastructure to implement the plan Stage 3: Market Engage me, communicate with me, add value to my business, solve my problems, create opportunity for me, educate me, inform me, but don’t try and sell me – it won’t work. 

19. Conclusion ….. Non-profits are doing great work and changing the world. • Embrace marketing principles to grow, flourish, and continue to make the world a better place. • Strike a good balance between creative use of limited resources, and proper budgeting for marketing. • You don’t have to have a marketing team.. Use good consultants. Tell your stories.. Have a Plan… Don’t be afraid to spend money.

20. Thank youIkechukwu KaluManaging Partner @Customer Passion Point Limited First Floor, Sea Cliff Hotel,P. O. Box 105365, Msasani, Dar es Salaam, Tanzania.www.customerpassionpoint.comTel: +255773441964, +255786441964, +2348032002458Skype ID: ike.kalu1