Marketing in a Recession
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Transcript of Marketing in a Recession
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Marketing in a Recession
Non-Profit Network
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With Less.Do More.
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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
A Copy of this Presentation and HandoutsCan be found at: