Basic tips on project marketing for fund raising for undergraduates
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Transcript of Basic tips on project marketing for fund raising for undergraduates
BASIC TIPS ON PROJECT MARKETING & EFFECTIVE PRESENTATION FOR FUND RAISINGFOR FUTURE EXECUTIVES AND PROFESSIONALS
By
ZAINI ABDUL WAHABUKM,BANGI
27 FEBRUARY 2016
To Gain and To Give
WHO AM I?
Graduated from UKM in 1997
Bachelor Degree in Mechanical & Material Engineering
THE JOURNEY OF MY CAREER IN THE
INDUSTRY…
CONSULTANT/ PRACTITIONER
REGULATOR/POLICY MAKER IN GOVERNMENT SERVICES
CONSULTANT/INDUSTRY PLAYER
1997-2004
2004-2012
2012-present
As A Professional Speaker At Local & International Events
As An Expert Trainer For Capacity Building Programs
As An Expert Panelist For Live Shows At TV Stations On The Industry Topics
Johor FM
Sabah FMPahang FM
Melaka FM Mutiara FM, Penang
Negeri FM
Industry Promotional Activities At Radio Stations
In Printed & Online Media
OUTLINEINTRODUCTION
BASIC TIPS AND STRATEGIES TO RAISING FUNDS FROM PROJECTS FOR UNDERGRADUATES
TIPS FOR EFFECTIVE PRESENTATIONS FOR PROJECT MARKETING
INTRODUCTIONBenefits from students’ organized
projectsPLATFORMS FOR PERSONAL CHARACTER AND ATTITUDE DEVELOPMENT FOR CONFIDENCE BUILDING- Knowledge- Skills- Experiences
UNIVERSITY- Image building and
strengthening- Improve students’ qualities and
employability
WHAT TO SELL/OFFER?
PRODUCT OR SERVICES?
AT THE UNIVERSITY• Events• Publications
LEVELS• University level• Faculty/college• Associations/Groups• Individual
PROJECT INFORMATION & REQUIREMENTS
Determine the type of project Exhibition, seminar, workshop, conference, forum, competition ,
donation drive,launching
Confirm Project information Theme Executive summary Objectives & goals Date & Location Target groups Budget required Key milestones
Establish and finalize project requirements Total and itemized amount of budget In-kind contributions Participants/target groups
PROJECT IMPLEMENTATION
PLANPrepare the project implementation plan with
activities with key milestones
Establish and formalize Organization
Management-main/steering committee
Operational (unit/sub-committee/portfolio)
PROJECT IMPLEMENTATION
PLAN• Line of communication and reporting
• Identify and conduct training relevant training for members
• Reporting format and updates• Frequency of meeting/update
• overall & with operational unit/sub-committee/portfolio)
• What to report/update
PROJECT MARKETING
MARKETING PLAN & MANAGEMENT
Establish the marketing team & organization!
Define roles and responsibilities for each portfolio and member
Director
Marketing PublicationProtocol
Logistic Public Relation
Deputy Director
Secretary
Treasurer
MARKETING PLAN & MANAGEMENT
Prepare a marketing plan and overall time frame
Present to members or main/steering committee for endorsement
Finalize the plan
Briefing to all members and delegation of tasks in the marketing plan
MARKETING TEAMUnderstanding key of the
project information by members• Line of command &
authorities• Decision makers &
decision making process• Avoid too much
bureaucracy
MARKETING ACTIVITIESINFORMATION OF PROSPECTS (OBTAIN AND
MANAGE)• Previous project database/records• Directories• Official and personal contacts• others
CLASSIFICATION OF PROSPECTS ACCORDING TO TARGETED TYPE OF PARTICIPATION
DEVELOPMENT AND PRODUCTION OF MARKETING MATERIALS BASED ON PACKAGES OFFERED
MARKETING ACTIVITIES
DEPLOYMENT OF RESOURCES• Human capacity : training and preparation(attire)• Money: budget for each activity
REPORTS AND UPDATES• In meeting• Visual (chart/table to be published in operational room)
MARKETING STRATEGY
THE APPROACHLetter attached with
brochure/packages offered• By post• Fax• By hand
By appointment• From
telemarketing/established contacts
• Oral presentations• In a group• Require specific preparation
based on type of prospects and target
Tele-marketingSpecial arrangment based on
contact
E-MelSocial mediaWebsite(special
website/blog)SMS,Whatsapp & etc.
MARKETING PLANProduct and services to be offered to prospects based on proposed project
Packages to be offered based on type of participation
Benefits/privileges to prospects based on type of participation
MARKETING PLANIdentification of target
groups of prospects
Preparing the proposal according to participation:• Full/partly
sponsorships(monetary)• Full/partly sponsorship in
for items(printing, catering, publicity-airtime)
• Participants (paying for booths, advertisements)
• Donations
Based on each target group from prospects
BENEFITS TO SPONSORS AT OPENING & CLOSING
CEREMONY
MARKETING PLANMARKETING AIDS
Videos, photos
Brochures, pamphlets, leaflets, posters, fliers, banners
Typical marketing /proposal presentation slides and scripts
Telemarketing sheet and script
MARKETING PLANDEVELOP INDIVIDUAL MARKETING
TIME FRAMEbased on overall time frame
TARGETS(MONETARY & IN-KINDS)Minimum requirements/quantity to
execute the project
MITIGATION/BACK-UP MEASURES FOR TARGET DEVIATIONS(PLAN B, C…)
Scale/size of project Budget Activity/program
TRAINING AND DEVELOPMENT
Types of training• Business
communications• Written• Oral – telephone
conversation, face to face appointment, presentations
• Dress code
• Professional etiquette
BASIC TOOLS FOR MARKETING ACTIVITIES
Suitable attire for different marketing activitiesTransportationBusiness card and contact detailsBriefcaseNote book/sheetPenLaser pointer for presentationFamiliarity with presentation device
laptop, presentation software, LCD projector
MARKETING PRESENTATION TO THE PROSPECTS
PRELIMINARY/PREPARATORY WORKS
CONFIRM THE PROSPECT-ORGANIZATION/INDIVIDUAL
OBTAIN BASIC INFORMATIONNature of business/operationKey figures in the organizationSuccess stories/accomplishments
SET THE TARGETS FOR THE PROSPECTTypes of sponsorship/contribution/participation
STRATEGIES TO APPROACH EACH PROSPECTFormal Informal
PRESENTING TO GET THE APPROVAL The presentation to precisely
address: what they like to hear, see
& talk about
what is the returns for them
what are the risks & measures to mitigate the risks
how does your project will benefit them
Decisions required from them!
Decisions will be based on what THEY WANT TO HEAR
rather than what YOU WANT TO PRESENT!
THE ART OF GREAT PRODUCT/SERVICE PRESENTATION
Be Clear & ConciseShow, Don't TellIncorporate Other AssetsDemonstrate Your Product
Be Clear & Concise
Demonstrate Your Product
Incorporate other assets
Show, Don't Tell
•Don't have to get fancy, make it simple! - What's the most concise way to showcase what your product/project does?
•How to highlight the best things about it• What makes it special/unique• What would make you want to get/buy it?
Be Clear & Concise
Be Clear & ConciseShow, Don't TellIncorporate Other AssetsDemonstrate Your Product
Put yourself on the other side of the fence and sell yourself on your own product
Show, Don't Tell
• You want to show people your product, not tell them about it
• A few great pictures really worth a thousand words
You'll have an opportunity to call out as many details as you want in your product description
Demonstrate Your
Product/service
• Whenever possible, show your creations in action right up front!
• Let prospects get a sense of what to expect before they even click through to your product• To make sure you already a
step ahead To force you to be a
little creative that will make the differences
Be Clear & ConciseShow, Don't TellIncorporate Other AssetsDemonstrate Your Product
• Use anything you would need to help accent the presentation of your own products/projects
• Try to use a really spectacular background to make your screenshots pop
Incorporate other assets as aids your
presentation
Have a new icon set you want to stand out from the 100s of other icons sets available?
A great logo can help add unique branding and personality
BASIC PROFESSIONAL BUSINESS ETIQUETTE
FOR MARKETING How to look like a polished
professional that stands out among the rest with a good introduction of
ourselves?
DON’T LOOK & BEHAVE LIKE STUDENTS BUT LIKE PROFESSIONALS/WORKIN
G EXECUTIVES!
WHY YOUR IMAGE MATTERS?
Key elements TO SHAPE YOUR REPUTATION
Reflect your APPEARANCE,BEHAVIOUR,CONDUCT & VERBAL-NON VERBAL COMMUNICATION
Impressions shaped by DAILY ACTIONS,COMMON
PRACTICES & FOUNDATION PRINCIPLES
Affects public perception with our goal to CREATE POSITIVE & ENDURING
IMPRESSION
PROFESSIONAL IMAGE
WHY PROFESSIONAL LOOK?
• YOU….• Will stand among the rest• Will be noticed• Will be remembered• Will create positive
impression & good reputation
• Will have positive impacts in career
• Reflect your credentials
Formal attire is for everyone as a part of the international business language
THE BASIC STRATEGY…
1. Making proper introductions, handshakes & an “entrance”
2. Follow the business card protocol
3. Manage your business voice
HANDSHAKE
EXPRESSIONS WITH HANDSHAKE
BUSINESS CARD
HOW TO PASS IT?• Passing your business
card with two hands is significant
BODY LANGUAGE• May be the biggest part of effective workplace
communication
• It “tells”—gestures and facial expressions tell the listener what you are thinking or what your attitude is regardless of what you are verbalizing
Hidden signals conveyed by your body
The ‘smile’ factor, building posture, facial expressions & eye contact & gestures
PROJECT CONFIDENCE WITH YOUR BODY LANGUAGE
Act confident & feel confident
Confident vs. Cocky
HOW TO LOOK CONFIDENT?• Smile • Stay still & firm
HOW TO LOOK CONFIDENT?• Basic grooming
• Suitable,“Safe” & comfortable
• Move slower • Body movement• When you speak
• SellingS• PromotingP• ExpressionE• AttitudeA• KnowledgeK
WHEN YOU SPEAK …
MANAGING YOUR PROFESSIONAL
VOICE• When we speak, our
listeners get an impression of how we feel from our tone of voice
• We can sound pleasant & friendly, angry & upset, or irritated & frustrated
• Need to be cautious about the tone we use, so that we convey our message effectively
• How do you want to be perceived?
• Do you let your underlying emotions interfere in your daily conversations with others? • If you do, then you
may be sending the wrong messages!
FRIENDLY TONE OF VOICE• Our up &down pitch when
stressing words is more extreme - we tend to make higher pitch changes
• A quieter voice will signal a less aggressive tone
• When we are happy, we generally smile when we speak - people can hear it!
Use your smile as much as you can to help your speech sound more pleasing to others!
THE WAY YOU NEED TO PLAN FOR ANY PRESENTATION THAT YOU ARE GIVING...Find the right theme
for your prospective listeners
Structure your plan so that you can deliver on that theme persuasively
Adapt to listeners’ reactions as you speak
THE FLOW IN FRONT OF YOUR AUDIENCE
The Start• Preparing• Introducing
The Talk• Presenting• Body Languages -
movement, face & hand
• Positioning
The End• Concluding• Closing
BEFORE YOU START PRESENTING! Get ready and make yourself
comfortable - don’t rush to start!
Greet your audience
Get into position, stand firm & introduce yourself
Introduce briefly who you are, team members & your product/project
refer the first page your presentation aids(Power points/Videos)
Highlight the importance of the product/project & its key selling points!
“Invite” the audience to be “with” you throughout your presentation
Show some inviting gestures with you hands & face expressions
THEN, START TO “SEDUCE” YOUR PROSPECTS!
Body movements
Face expressions
Hand gestures
Positioning
Examples of face expression & hand gesture…”inviting”
You need to seriously
consider this
You must pay
attention too
I speak based on my own
experience
Examples of way to stress your key points
This is how…
Let’s walk
through this
Please share with me how do you feel…
“Telling a story” with body movements together with face expressions & hand gestures
Positioning yourself in front of the prospect
Use the space available for some movements to connect the audience with you thru some hand gestures and presentation aids
Make movements that will keep your prospect focusing on you
Be dynamic and synchronized with presentation aids used at the screen
CLOSING YOUR PRESENTATION
Summarize your session and make a short & concise conclusion!
SAY YOUR FINAL PERSONAL MESSAGE AND LEAVE IT TO THE
PROSPECT TO PONDER/TO MAKE DECISION
I do hope that we have managed to demonstrate to
you how attractive is our proposal and now we leave it
to your wisdom to decide
THE FINAL MESSAGE…
THINK LIKE A GREAT ENGINEER…
PRESENT LIKE A GREAT SALES MAN!
The 5-10 minutes that you were given must be used effectively to nail down your proposal to ensure all hard works since the feasibility study would not be a waste of time & efforts.
GOOD LUCK AND FAILURE IS AN INDICATION FOR
YOU TO TRY AGAIN AND HARDER!
THANK [email protected]
0192152700
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