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MARKETING THE ROTARY BRAND (to attract PMET)

MARKETING THE ROTARY BRAND (to attract PMET). PDG Edward Sung Burongoh RI Dist 3310. ABOUT BRANDING. A brand must differentiate itself in order to stand apart from competing services

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MARKETING THE ROTARY BRAND (to attract PMET)

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  1. MARKETING THE ROTARY BRAND(to attract PMET) PDG Edward Sung Burongoh RI Dist 3310

  2. ABOUT BRANDING • A brand must differentiate itself in order to stand apart from competing services • Differentiation is crucial to helping potential members choose between brands and for Rotary to establish and grow • Not difficult to differentiate successfully if our service is intrinsically different, or the only player in the field. • Differentiation becomes more challenging if our brand exists in a sea of sameness in a cluttered category • Most services/NGOs these days are largely homogeneous • No two brands are identical, but the average public tends to find many rival services virtually indistinguishable

  3. PREREQUISITES FOR BRANDING • Involves an innovative appeal to the intangible • Need to achieve emotional resonance with a potential member • Assess the member’s psychological profiles and to achieve an in-depth understanding of how he/she thinks • A brand must deliver an exclusive benefit or unique proposition that transcends the performance of its services • Social responsibility, inclusiveness, exclusiveness, innovation, expertise, heritage, trust and lifestyle .

  4. A brand is our personality and can befriend the individual member by catering to his/her tastes and habits • People expect, even demand, certain behavior from their brands. • Today’s charismatic brands must think, talk and act like charismatic people, they’re brands with human attributes built into them • A brand need quality and reliability, earning our trust • Is the brand believable and does it consistently deliver on the promises it makes? • Are the brand’s services well-organized? • Does the brand offer good value for our time, effort and money? • Does the brand respond to and satisfy the member’s needs? • Does the brand regularly introduce new features or services? • Does the brand support the community and the environment, its members and practice good ethics?

  5. T.A. Warren, RI President in l945-46, stated this opinion: "The only unique feature of Rotary is vocational service; everything else that we do is repeated by some other organizations. If we are unique, if we have a special message or mission in the world that is unique to ourselves, it lies only in the realm of vocational service."

  6. MARKETING A BRAND • WHAT’S UNIQUE ABOUT ROTARY? • You cannot join Rotary. You must be invited • The classification system – to prevent too many vocations in a club – to encourage diversity • Integrity – an integral part of Rotary: who cannot join Rotary? • Service – also found in other NGOs • Fellowship – what’s unique about it? Make-ups in other Rotary clubs around the world? • Leadership training – also common in most NGOs • Status symbol? • How do we promote/market brand? Takes years to establish . Rotary brand has been around for the last 100 years – the first service organization in the world! • Awareness of Rotary, its programs and activities: Good Rotary PR is essential to branding • Branding difficult to establish…easy to destroy • Is displaying Rotary’s emblem on coats, ties, cars, billboards enough branding?

  7. ‘DEFINITIONS’ • A Datuk sees a gorgeous girl at a party. He goes up to her and says: "I am very rich. Marry me!" That's Direct Marketing. A Tan Sri sees a gorgeous girl at a party. One of his loyal friends goes up to her and pointing at the Tan Sri, says: "He's very rich. Marry him!" That's Advertising. 

  8. A recently promoted Senior Executive is at a party and sees a gorgeous girl. He gets up and straightens his tie, walks up to her and pours her a drink, he opens the door (of the car) for her, picks up her bag after she drops it, offers her a ride and then says: "By the way, I'm rich. Will you Marry Me?" That's Public Relations.  • A CEO sees a gorgeous girl at a party. He goes up to her and gets her telephone number. The next day, he calls and says: "Hi, I'm very rich. Marry me!“ That's Telemarketing. 

  9. A recently divorced Tan Sri is at a party and sees a gorgeous girl. The girl walks up to him and says: "You are very rich! Will you marry me?" That's Brand Recognition. • A DOM sees a gorgeous girl at a party. He goes up to her and says: "I am very rich. Marry me!" She gives the DOM a tight slap on his face.  That's Customer Feedback. 

  10. Not satisfied, the DOM goes to see another gorgeous girl at a party. He goes up to her and says: "I am very rich. Marry me!" And she introduces the DOM to her husband. That's Demand and Supply gap. 

  11. A Casanova sees a gorgeous girl at a party. He goes up to her and before he can say anything,  another person comes and tells her:  "I'm rich. Will you marry me?" And she goes with him. That's competition eating into your market share. 

  12. And finally u-know -who sees a gorgeous girl at a party. He goes up to her and before he can say: "I'm rich, Marry me!" The wife arrives! That's restriction from entering a new market.

  13. THANK YOU

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