1 / 15

Introduction to Marketing (the short, short version…)

Introduction to Marketing (the short, short version…). Andrew Smith Wandsworth Voluntary Sector Development Agency. Marketing. Many voluntary and community organisations do not understand the concept of marketing and lack the systems to implement it. Do you agree?. What is Marketing?.

stephenberry
Download Presentation

Introduction to Marketing (the short, short version…)

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Introduction to Marketing(the short, short version…) Andrew Smith Wandsworth Voluntary Sector Development Agency

  2. Marketing Many voluntary and community organisations do not understand the concept of marketing and lack the systems to implement it. Do you agree?

  3. What is Marketing? • Identifying a need • Matching resources against that need • Building relationships to deliver services • Delivering services based on need in a cost effective way Sound familiar?

  4. Marketing Principles • It is not sufficient simply to provide a product or service and then concentrate on finding people to buy it • You must find out what customers want and then produce a product or service that meets those needs • KNOW YOUR CUSTOMER

  5. Knowing your customers When you understand how customers think and what they like and want… …you can develop services that meet those needs… …and come up with appropriate ways to communicate with them.

  6. Benefits not features • How will people benefit from what you are offering? • Insurance doesn’t sell the covering amount, they sell the benefit of security. • “Volunteering will bring you into contact with other people, which means that you will build a bigger circle of friends”

  7. Needs and Wants • A customer needs a drill bit. • What the customer really wants is a hole. • Needs help satisfy wants (the end result). • A means to an end.

  8. Benefits and Features In small groups spend time discussing : • What are the main features and benefits of volunteer centres? • Brokerage • Good practice development • Policy response

  9. The Message • Messaging is the hook that captivates a customer’s attention.  • If the marketing message is not relevant it won’t garner a second glance. • Use motivations to make it relevant.

  10. AIDCA The engagement model that marketing communication is intended to initiate in the mind of a prospective customer. • Attention: Last year, three of your fellow local charities doubled their donations thanks to good marketing. How are YOU going to improve yours? • Information: We are a support organisation that exists specifically to help you with everything from designing a website to crafting a marketing plan.

  11. AIDCA • Desire: You exist to make a difference to your community. So do we. Even if you’re not sure what marketing is, or what you need we can help you increase donors, recruit more volunteers and generally raise awareness. • Conviction: We have done this successfully for several local charities. Here’s what they have to say about us. • Action: Contact us in the following ways. Act now.

  12. AIDCA • Attention = Key point • Information = Features • Desire = benefits • Conviction = Evidence, case studies • Action = Response mechanism

  13. Your turn • Using the AIDCA model what messages can you come up with for Volunteer Centres? • Brokerage • Good practice development • Policy response

  14. The Right Approach • Focus of helping not selling. • No one likes to feel they are being sold to. • How did you react the last time a double glazing salesperson caught you on the phone? • People like to make their own buying decisions and seek out what they want. • Initial product/service is based on need.

  15. Thank you Andrew Smith Operations Manager 0208 875 2849 operations@wvsda.org.uk

More Related