Transcript Slide 1
Definition of marketing: “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” Board of Directors American Marketing Association A set of processes: A set of processes: Identifying the current and emerging educational needs of clients A set of processes: Identifying the current and emerging educational needs of clients Creating educational programs to meet those issues and needs A set of processes: Creating an awareness of the organization, its capabilities and impacts of its programs A set of processes: Creating an awareness of the organization, its capabilities and impacts of its programs Developing constructive relationships with stakeholders A set of processes: Identifying the current and emerging educational needs of clients Creating educational programs to meet those issues and needs Creating an awareness of the organization, its capabilities and impacts of its programs Developing constructive relationships with stakeholders Common excuses: Common excuses: It’s a lot of trouble. Common excuses: It’s a lot of trouble. I’ve never worried about it. Everything’s OK. Common excuses: It’s a lot of trouble. I’ve never worried about it. Everything’s OK. I’m more comfortable when others sing our praises. Common excuses: We can’t handle all the requests we get now. Common excuses: We can’t handle all the requests we get now. We have a great tradition and history. Common excuses: We can’t handle all the requests we get now. We have a great tradition and history. Others should do our marketing for us. Marketing nonprofits: Marketing nonprofits: Nonprofits cannot budget for advertising. Marketing nonprofits: Nonprofits cannot budget for advertising. Grass roots campaign Marketing nonprofits: Nonprofits cannot budget for advertising. Grass roots campaign OCES has a large statewide “sales” staff. Marketing nonprofits: Nonprofits cannot budget for advertising. Grass roots campaign OCES has a large statewide “sales” staff. Increase awareness by raising visibility What are national brands worth? What are national brands worth? Who tops the list? What are national brands worth? Who tops the list? Sales ratings for national soft drinks What are national brands worth? Who tops the list? Sales ratings for national soft drinks Why Pepsi faded The elements of marketing: The elements of marketing: Research/development The elements of marketing: Research/development Sales The elements of marketing: Research/development Sales Distribution The elements of marketing: Research/development Sales Distribution Advertising/promotion The elements of marketing: Research/development Sales Distribution Advertising/promotion Employee relations The elements of marketing: Research/development Sales Distribution Advertising/promotion Employee relations Communications The elements of marketing: Research/development Sales Distribution Advertising/promotion Employee relations Communications Public relations The elements of marketing: Research/development Sales Distribution Advertising/promotion Employee relations Communications Public relations Media relations The elements of marketing: Research/development Customer service Sales Distribution Advertising/promotion Employee relations Communications Public relations Media relations The elements of marketing: Research/development Customer service Sales Legal Distribution Advertising/promotion Employee relations Communications Public relations Media relations What does marketing do? Marketing provides a solution to a customer’s crisis. It’s the process of enticing customers to buy your goods or services. What does marketing do? Marketing provides a solution to a customer’s crisis. It’s the process of enticing customers to buy your goods or services. After defining exactly which area of marketing is problematic, use a mix of tools or resources to solve the problem. How to fend off low program attendance: How to fend off low program attendance: Lack of advertising/promotion – social media How to fend off low program attendance: Lack of advertising/promotion – social media Wrong time/date – convenience factor How to fend off low program attendance: Lack of advertising/promotion – social media Wrong time/date – convenience factor Too much competition – family, school, extracurricular activities and other service providers How to fend off low program attendance: Lack of advertising/promotion – social media Wrong time/date – convenience factor Too much competition – family, school, extracurricular activities and other service providers Lack of emotional demand – crisis/solution Low attendance when the program is free and convenient usually means the client doesn’t have an emotional tie-in. Low attendance when the program is free and convenient usually means the client doesn’t have an emotional tie-in. Content, cost and convenience may not be enough to attract clients to programs. Low attendance when the program is free and convenient usually means the client doesn’t have an emotional tie-in. Content, cost and convenience may not be enough to attract clients to programs. An emotional buy-in is necessary for attendance. toolbox.okstate.edu What can you do now?