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Marketing in a Recession

Marketing in a Recession. Non-Profit Network. With Less. Do More. Marketing in a Recession. Survival Guidelines Marketing Tools What is it For?. Aggressive Marketing in a recession is the best time to gain awareness and momentum . No other time will this be easier. Survival Guidelines.

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Marketing in a Recession

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  1. Marketing in a Recession Non-Profit Network

  2. With Less. Do More.

  3. Marketing in a Recession • Survival Guidelines • Marketing Tools • What is it For?

  4. Aggressive Marketing in a recessionis the best time to gainawareness and momentum. No other time will this be easier.

  5. Survival Guidelines 1. Monitor your competitors. If they’re cutting back, seriously consider increasing your marketing budget and hitting harder. Source: OnDemand Marketing

  6. Survival Guidelines 2. Avoid gimmicks. Center your message on the benefits and advantages of your product or service. Source: OnDemand Marketing

  7. Survival Guidelines 3. Use Direct-Response Advertising Techniques. In direct mail and telemarketing campaigns, use strong copy with simple but convincing language - and don’t forget a strong call to action. Source: OnDemand Marketing

  8. Survival Guidelines 4. Stress benefits and return on investment. Prospects are looking for as much value as possible in a weak economy. Source: OnDemand Marketing

  9. Survival Guidelines 5. Focus on your metrics. Know which target segments are most responsive, which offers generate the greatest interest, etc. Spend every ad dollar carefully. Source: OnDemand Marketing

  10. Survival Guidelines 6. Re-examine your marketing mix. Ensure it is the most cost effective. Source: OnDemand Marketing

  11. Have a Plan.

  12. Marketing Tools • Branding • Print Collateral • Advertising • Email Marketing • Direct Mail • Signage • Environmental Graphics • Online Technology Networking | Trade Shows | Thank You

  13. Marketing Tools • Branding • Print Collateral • Advertising • Email Marketing • Direct Mail • Signage • Environmental Graphics • Online Technology Networking | Trade Shows | Thank You

  14. Online Technology Checklist Make Technology Work for you • A well-branded, easy-to-use website • The ability to process secure donations • An email campaign tool that complies with federal anti-spam laws • A website analytics tool (like Google Analytics) • A social media strategy • A listening tool (so you can monitor online conversations) • Great follow-up for online donors and supporters • Smooth integration between online and offline efforts • Regular reporting on all of your efforts so you can learn and correct as you go

  15. Marketing tools are available, and now easier than ever to adopt. Don’t forget the hard thinking that has to go into making them work.

  16. Marketing in a RecessionWhat is it For? People know you’re a nonprofit organization and that you need donations to help your cause. But where exactly is a donor’s money going? What will they get in return for their donation - personally and in terms of your programs?

  17. Marketing in a RecessionWhat is it For? • Don’t just focus on need; explain the impact a donation will make. • Show them that you will manage their money carefully so a potential donor knows it won’t be wasted or inefficiently used. • Clearly show which programs are being helped by a donation or what good is going to result. • Share human interest stories and success stories. Demonstrate how other donors made an impact or how donors impacted other individuals in need.

  18. Here’s my Story.

  19. Dental Implants.

  20. What’s Your Story?

  21. A Copy of this Presentation and Handouts Can be found at: www.PaulGregoryMedia.com/nonprofit

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