Alzheimer Society of Nova Scotia

YOU, and the Marketer Inside

In Uncategorized on March 4, 2014 at 1:42 pm

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Marketing is a key aspect of any organization. Whether YOU are releasing a product, hosting an event or raising funds for a not-for-profit organization, the way YOU market can have a dramatic effect.

Marketing is defined as a process when companies create value for customers and build strong customer relationships in order to capture value from their customers (Kotler, Armstrong, etc., 2014). In other words, marketing is basically promoting or getting the word out. Marketing in a way is public awareness. Although, I am a Public Relations student (graduate spring 2015!), I have a fairly long-history of marketing positions. So, before I get into giving YOU my two cents (Can YOU even give two cents anymore? Pennies don’t exist), I will tell YOU my experiences in marketing.

My marketing experience varies from radio stations, to selling homes, major home insulation and alcoholic beverages. And each of those diverse opportunities has taught me a new lesson. I thought it might be helpful to share my observations with YOU. Now why did I pick to blog about marketing? Well, maybe it’s my current online marketing class, or my job-background, or possibly I just could not think of another topic; either way let’s get into the meat of this post on some tips on marketing and promoting:

Promote, promote, promote – How are people going to know about the event or product if they do not hear about it? YOU need to ensure that enough people know about the event. Tell your friends, family, colleagues, casual acquaintances, old pals, online friend (or maybe not), teacher, coach, classmates, peers, and the list goes-on and on. Now, do not misread me, YOU still need to have a target audience. What I am trying to convey is that YOU cannot be shy when promoting event or a ground-breaking product.

Ask yourself the question, ‘Is it sustainable?’ – Do people really need the product or will the event not go over well? For an event to be successful, I believe it needs to have a few underlining variables. First the event must happen on an annual basis; switching the date and time of the event just confuses people. Second, make sure your event fills a need in the community, and ensure you have support.

Do not get caught in a market myopia – A marketing myopia is focusing only on existing wants and losing sight of your underlying consumer’s needs (Kohler, etc., 2014). Kodak has fell victim to this phenomenon in the past. Kodak invented the digital camera in 1975, but instead of pushing this new and exciting technology Kodak fell into the marketing myopia (Dan, 2012). Kodak feared hurting its film business and refused to embrace the digital technology that dominates photos today. Kodak believed it was in the film industry when they were actually in the industry of ‘making memories (Dan, 2012).’ Kodak’s decision to avoid adapting to their new technology came full circle when the company filed for bankruptcy in 2012 (Kodak files for chapter 11). As this example shows, YOU must continue to evolve your product/event. If YOU find a problem, be proactive not reactive. A major lesson PR professionals are taught is issue management [foreseeing a problem before it happens]. Do not let the problem control the story, YOU control it!

Benchmark – This should be done pre, during and post event. YOU should measure effectively how YOU are reaching your audience and how many people YOU are reaching, etc. If YOU do not record your results then YOU will not know how to improve on it the next time. An example is not only recording how many people buy tickets for an event but how many actually show up for it. For a little more information on benchmarking click here

I hope this marketing/promotional post gave YOU at least one helpful tip. It only seems fitting for me to promote this blog now, Twitter seems like a good option. This has been marketing 101 for the marker inside of YOU!

Sources:

Dan, A. (2012). Kodak failed by asking the wrong marketing questions. Forbes. Retrieved from http://www.forbes.com/sites/avidan/2012/01/23/kodak-failed-by-asking-the-wrong-marketing-question/

Kotler, P., Armstrong, G., Cunningham, P., & Trifts, V. (2014). Principles of marketing. (9th ed.). Toronto, Ontario. : Pearson Education.

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