Transcript Introduction to Marketing – Andy Smith

Introduction to Marketing
(the short, short version…)
Andrew Smith
Wandsworth Voluntary Sector
Development Agency
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Marketing
Many voluntary and community organisations do
not understand the concept of marketing and
lack the systems to implement it.
Do you agree?
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What is Marketing?
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Identifying a need
Matching resources against that need
Building relationships to deliver services
Delivering services based on need in a cost
effective way
Sound familiar?
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Marketing Principles
• It is not sufficient simply to provide a product or
service and then concentrate on finding people
to buy it
• You must find out what customers want and then
produce a product or service that meets those
needs
• KNOW YOUR CUSTOMER
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Knowing your customers
When you understand how customers think and
what they like and want…
…you can develop services that meet those
needs…
…and come up with appropriate ways to
communicate with them.
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Benefits not features
• How will people benefit from what you are
offering?
• Insurance doesn’t sell the covering amount, they
sell the benefit of security.
• “Volunteering will bring you into contact with
other people, which means that you will build a
bigger circle of friends”
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Needs and Wants
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A customer needs a drill bit.
What the customer really wants is a hole.
Needs help satisfy wants (the end result).
A means to an end.
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Benefits and Features
In small groups spend time discussing :
• What are the main features and benefits of
volunteer centres?
– Brokerage
– Good practice development
– Policy response
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The Message
• Messaging is the hook that captivates a
customer’s attention.
• If the marketing message is not relevant it won’t
garner a second glance.
• Use motivations to make it relevant.
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AIDCA
The engagement model that marketing
communication is intended to initiate in the mind
of a prospective customer.
• Attention: Last year, three of your fellow local
charities doubled their donations thanks to good
marketing. How are YOU going to improve
yours?
• Information: We are a support organisation that
exists specifically to help you with everything
from designing a website to crafting a marketing
plan.
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AIDCA
• Desire: You exist to make a difference to your
community. So do we. Even if you’re not sure
what marketing is, or what you need we can help
you increase donors, recruit more volunteers
and generally raise awareness.
• Conviction: We have done this successfully for
several local charities. Here’s what they have to
say about us.
• Action: Contact us in the following ways. Act
now.
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AIDCA
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Attention = Key point
Information = Features
Desire = benefits
Conviction = Evidence, case studies
Action = Response mechanism
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Your turn
• Using the AIDCA model what messages can you
come up with for Volunteer Centres?
– Brokerage
– Good practice development
– Policy response
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The Right Approach
• Focus of helping not selling.
• No one likes to feel they are being sold to.
• How did you react the last time a double glazing
salesperson caught you on the phone?
• People like to make their own buying decisions
and seek out what they want.
• Initial product/service is based on need.
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Thank you
Andrew Smith
Operations Manager
0208 875 2849
[email protected]
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