Marketing in a Recession

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Marketing in a Recession Non-Profit Network

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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. - PowerPoint PPT Presentation

Transcript of Marketing in a Recession

Page 1: Marketing in a Recession

Marketing in a Recession

Non-Profit Network

Page 2: Marketing in a Recession

With Less.Do More.

Page 3: Marketing in a Recession

Marketing in a Recession

•Survival Guidelines

•Marketing Tools

•What is it For?

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Aggressive Marketing in a recessionis the best time to gain

awareness and momentum.

No other time will this be easier.

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Survival Guidelines

1. Monitor your competitors.

If they’re cutting back, seriously consider increasing your marketing budget and hitting harder.

Source: OnDemand Marketing

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Survival Guidelines

2. Avoid gimmicks.

Center your message on the benefits and advantages of your product or service.

Source: OnDemand Marketing

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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

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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

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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

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Survival Guidelines

6. Re-examine your marketing mix.

Ensure it is the most cost effective.

Source: OnDemand Marketing

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Have a Plan.

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Marketing Tools

• Branding

• Print Collateral

• Advertising

• Email Marketing

• Direct Mail

• Signage

• Environmental Graphics

• Online Technology

Networking | Trade Shows | Thank You

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Marketing Tools

• Branding

• Print Collateral

• Advertising

• Email Marketing

• Direct Mail

• Signage

• Environmental Graphics

• Online Technology

Networking | Trade Shows | Thank You

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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

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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.

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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?

Marketing in a Recession What is it For?

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Marketing in a Recession What 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.

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Here’s my Story.

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Dental Implants.

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What’s Your Story?

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www.PaulGregoryMedia.com/nonprofit

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