NGO,Non Profits-Traditional Marketing in Digital Age
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Semelhante a NGO,Non Profits-Traditional Marketing in Digital Age
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NGO,Non Profits-Traditional Marketing in Digital Age
- 1. Traditional Marketing in the Digital Age Symposium For NGOs, CSRs,Foundations & Non-Profits 18th September 2013, Concorde Hotel, Kuala Lumpur By Aimi Aizal Nasharuddin
- 2. | www.skalicloud.com What Have Changed Since? • People sleep less – Prefer digital information…. – Cross border communications cheaper & easier… – Tele working is more common • Read less dailies • Paper “less” – Less letters and postcards • New social issues – Online obsessions – Earlier exposure to pornography – New languages – Obesity • Less Meetings & physical interactions – Emails more common – Mobile phones • Computers – can’t leave without one • New generation of bosses – PDAs, laptops and mobiles phones – New generation of secretaries and personal assistance??
- 3. | www.skalicloud.com ARE THE TRADITIONAL SALES AND MARKETING APPROACHES STILL RELEVANT?? ?
- 4. | www.skalicloud.com Understanding Daily Lifecycle 1 hr 1 hr 1 hr 8 hr 1 hr 4 hr • Cellphone • Cellphone • Ipads • Laptops • Dailies • Cellphone • Ipads • Radio • Billboards • Signboards • Cellphone • Laptop • Ipad • Desktop • Radio • TV • Billboards • Signboards • Leaflets • Brochures • Collaterals • Cellphone • Ipads • Radio • Billboards • Signboards • Cellphone • Laptop • Ipad • Desktop • Radio • TV • Billboards • Signboards • Leaflets • Brochures • Collaterals
- 5. | www.skalicloud.com Traditional vs Digital Marketing • More than 50% of our daily life still deals with traditional medium of communication for sales and marketing • However, more complex and complicated due to the massive information that touches one being and the behaviour and manner in which one would absorb these information
- 7. | www.skalicloud.com Changed in Behaviour/Manner Absorbing Information • Ability to multi task and accept contents from multiple mediums. – Multiple browser – Working and youtubing – Driving and texting • Culture of the ability to choose – Contents on demand – Ability to ignore what’s not relevant • Personalized – Tracking and profiling allows personalization
- 9. | www.skalicloud.com • Marketing is the process of communicating the value of a product or service to customers. • Marketing is the science of choosing target markets through market analysis and market segmentation, as well as understanding consumer buying behavior and providing superior customer value What is Marketing ?
- 10. | www.skalicloud.com • Until 1950’s - Focus on Production to achieve economies of scale • From 1950’s to 1960’s – Focus on the Product A firm would also assume that as long as its product was of a high standard, people would buy and consume the product. • Upto the 1960’s – Focus was on Selling Methods • 1970’s onwards “MARKETING” – The firms essentially based its marketing plans around the marketing concept, and thus supplying products to suit new consumer tastes. • Present Day : The WHOLISTIC MARKETING concept looks at marketing as a complex activity and acknowledges that everything matters in marketing - and that a broad and integrated perspective is necessary in developing, designing and implementing marketing programs and activities. Evolution of Marketing
- 11. | www.skalicloud.com • Relationship Marketing – build customer loyalty. • Co-Branding : – This involves promoting your product by branding it another product.. Eg : Free Maggie Tomato ketchup with Maggie Noodles • IMC or Integrated Marketing Communications : – Integrated medium across integrated platforms • Emotional Branding – practice of building brands that appeal directly to a consumer's emotional state, needs and aspirations. – Creation of “desire” Modern Methods of Traditional Marketing
- 12. | www.skalicloud.com • Placing a sample packet of shampoo in all the newspapers or targeted distribution area • Aji Na Moto initiative to support the health of the heart by promoting their brand on World Health Day • Marketing of Transformer the Movie in Mc Donalds • Product placement in popular films and shows. Eg. Rayban in Top Gun Movie, BMW in James Bond, Nike in LOTR??? Some Examples
- 13. | www.skalicloud.com How it Works for Non Profit Organisation??
- 14. | www.skalicloud.com Non- profits have “customers” Non Profits are “business” Non-Profits need “marketing” Myth, Reality about Non Profits
- 15. | www.skalicloud.com What is Marketing to Non Profits Marketing is an “attention-grabbing” tool Marketing is a persuasion tool Marketing is an information tool
- 16. | www.skalicloud.com Marketing for Non Profits ?? • To communicate a consistent intended message to specific audience • Marketing helps create the sales opportunity • Successful marketing develops long term relationship • Great Marketing • Begin with Product • Driven by Messages • Sustained through relationship
- 20. | www.skalicloud.com Key Marketing Messages • Respect the audience – Ask for the audience’s attention first – Share relevant information with relevant audience – Communicate truthfully
- 21. | www.skalicloud.com Brand?? • Most Valuable Asset in any Organization – Reflection • Trust • Credibility – The stronger the brand, the lesser the question the easier to sell….
- 22. | www.skalicloud.com Public Relation - PR • What is PR – Unpaid coverage of your organisation/business in the media • A PR program is typically part of marketing strategy not sales • Very effective and it reflects credibility because it indicates the organisation has media value • PR Activities – Relevant media contacts and relationship – Skilled writers – On goin activities
- 23. | www.skalicloud.com My Personal Experience Marketing Driven by Sales • Chairman of the Organizing Committee for a Fund Raising Brunch Talk • Less then 2 months to plan event and sell minimum of 500 seats • Very very limited budget to promote • Combine both traditional medium and modern media..
- 24. | www.skalicloud.com Methods Used • Spread out brand to targeted Community – Buntings and banners at targeted locations – Distribution of leaflets and brochures at targeted communities – Facebook page • Targeted advertisement – SMS/Whatsapp and BB Messenger messages to targeted group – Booth sales – Co-branding with Celebraties – TV Talk Show • Personalized Communications – Personalized interactions – Emails – BB, text and Whatsapp
- 26. | www.skalicloud.com Co-Brand with Celebrities
- 29. | www.skalicloud.com Challenges by Non Profits • Money • People – Limited marketing knowledge/experience – High turnover rate = loss of relationships – Coordination of delivery of messages • Multiple messages to multiple audiences
- 30. | www.skalicloud.com Key Elements of Marketing If you forget Everything Else • Marketing Plans must include – Who/What you are (Brand) – Where u wanna go – How you gonna get there – Whot do you wanna talk to – Budget – Simple strategy summary – Timing and action plan • Less is sometimes more
- 31. | www.skalicloud.com SKALI Level 14B, Plaza Sentul No.86 Jalan Sentul 51100 Kuala Lumpur Malaysia TEL : 03 – 4042 3888 FAX : 03 – 4042 0029 Contact: service@skali.net THANK YOU FOR YOUR ATTENTION