Friday, April 30, 2010What is Marketing Anyway?
Ask 10 people what “marketing” means, and you’ll get 10 different answers. According to the American Marketing Association, 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.” Yikes, that’s a mouthful. Academic definitions like this aren’t that helpful when you’re trying to figure out what to do to get more business or support.
At Archetype, we prefer to think about marketing as ANYTHING that you do to get or retain customers, clients, or supporters. Advertising is often the first thing that folks think of when they think of marketing. But advertising—print, radio, TV, or web—is only one possible marketing strategy. (And advertising may be ineffective and cost-prohibitive for micro businesses and small nonprofits.) We group all of the other marketing strategies into about 30 categories: printed pieces, public relations, special events, personal brand, social media, trade shows, HTML e-mails, and more.
If you had unlimited time, money, and energy, you could pursue all 30 strategies. But even Coke and the federal government have limited budgets. How do you decide which strategies would be most cost-effective? Almost all businesses and nonprofits need a logo, business cards, and a website. If these items are in place, you’re probably ready to branch out to other strategies. All marketing decisions start by thinking about your target market (Who am I trying to reach?) and your goals (What am I trying to get these people to do?). Start by answering these two questions, and you’re well on your way to developing an effective marketing plan.
back to top 
Do You Google? Get Super-Helpful Google Alerts FREE
Google Alerts are FREE e-mail updates of the most current Google results on the topic of your choice. You can use Google Alerts to get the latest news about your industry or keep tabs on a competitor. You choose how often to receive the e-mails and what types of alerts you want (news, blogs, web, video, groups—or all of these).
For example, a builder interested in acquiring more green construction projects in the Triangle could set up an alert for “Green Building, North Carolina.” Google will then send links to helpful news stories and blog posts straight to your in-box.
To create an alert, visit google.com/alerts. It only takes a minute. And, cancelling an alert that you no longer need is just as easy. You simply click “Remove this alert” from any alert that Google e-mails you.
back to top
FREE Stuff for Nonprofits
You’ve probably heard of Craigslist. . . . Have you considered using it as a tool to benefit your nonprofit? Craigslist is website of classified ads; it offers sites for 12 different areas of North Carolina, including the Triangle. You can post a job opening, buy or sell office equipment and furniture, or search for new office space. Or, use Craigslist to solicit volunteer help or announce an event. Visit craigslist.org
and then click on the site for your region of the state. In addition, the Craigslist Foundation offers FREE podcasts of seminars on a wide range of topics from social media to lobbying and approaching foundations: craigslistfoundation.org.
back to top
|
