What we will cover: Traditional Marketing vs Visionary Marketing • The ‘why’ behind the what • Visionary Marketing: Storytelling and Vision Building • Visionary Marketing: Non-Digital (The People • Factor) Visionary Marketing: Collaboration •
VISIONARY TRADITIONAL Engage them + sponsorship, Industry buy in + We sold/ TO them volunteer numbers will grow We ran impressive sales Re-introduce the ‘people’ factor campaigns Now we engage by giving value, building It was solely about what vision and storytelling, and they make their we offer, and why they own choice organically because of the ‘why’. need us Visionary marketing is a process – we engage Our focus was on for long term benefit & prioritise relationship. making instant sales We dictated HOW we Today the consumer dictates much of this. relate, engage, sell and promote Trust is built by the depth of your ‘why’, your dedication and contribution to local community Take a risk to trust and Industry, and long term relationships. ‘Now more than ever, Brands and Individuals want us to care, about the things they value. If we do, the ‘buy in’ is a no-brainer’.
Traditional Based vs: ‘why’ (Visionary) Marketing What you do does nothing to set you apart, ‘ why ’ you do it • does. What you do: easy to identify but can become a hard sell. • Our communications end up sounding just like every other • group or organisation needing volunteers & funding. Those wanting to invest in something ‘bigger than • themselves’ are more concerned about what’s different about your organisation and your products and services. They want to be clear on why they should invest time and • resource with you. Their perception of the why you do what you do will • ultimately become the KEY to your organisations success. The why needs to be communicated louder than the what • and how . Successful organisations & companies don’t define themselves by describing what they did: they inspire their audiences by defining why they do it.
As humans we are inspired to take action because of a vision that is so big we want to be a part of it. But, the what and how isn’t enough. The ‘why’ is the driving force. WHAT: what you do HOW: how you do it (what makes us different) WHY: why you do it & why people should take note and invest in your vision with time and resource. WHY is externally relevant to the world in which we exist and compete, and not just an internally consistent vision. Get clear on your ‘why’ and use it and your target market, to drive your marketing efforts, messaging, choice of technology, and digital platforms. Simon Sinek Book: Find your Why
- Vision Statement - Mission Statement - Contribution to the world around you - Your personal vision/why - Being the change you want to see - What you advocate for - Personal & Organisational values Your why as an organisation should be able to be communicated as a one liner (e.g. tagline). If we were to change to WHY > HOW > WHAT what would your marketing message look like?
When you get clear on and effectively communicate your community organisation or company’s ‘why’ the perception of your brand reflected onto consumers will be the fact that you are: purpose driven • Innovative and front-footed • valued member of the community and broader region, • and people will want to organically be a part of what you • are trying to achieve. They’ll want to invest in something bigger than themselves and their own brands, while aligning your ‘why’ with their purpose, for the greater benefit of the Industry. We all win.
Simon Sinek Book: Find your Why
MARKETING STRATEGY A form of marketing that ‘shows’ instead of ‘tells’. It appeals to the emotions of your target market…. When done right, it ‘builds vision’ of why stakeholders, sponsors and volunteers should invest their time and resource into your vision… • ‘Why’ as the vehicle and tone you use to communicate your vision to stakeholders, potential sponsors and volunteers. • Allow your ‘why’ and target market to dictate the platforms and technology you choose to use. • Allow the ‘why’ to help you create authentic and compelling calls to action. • The virality of a ‘why’ on social media is determined by whether people are engaged in the why of a purpose driven organisation. • Your ‘why’ will give your marketing campaigns depth and a new level of confidence.
MARKETING STRATEGY • Storytell the ‘why’ and how your current stakeholders and volunteers are engaging with it. What’s happening in your organisation that you can share the journey of with followers etc • Interview stakeholders and volunteers, showcase the heros of your organisation, build raport in the community and groups you are in. • Image + video (incl Facebook live’s) key in 2019 onwards • Think community , journey , values and build into experience • +1 your posts – video + link + text + call to action + link to research etc • Use words such as Project + Movement over Charity (diff value)
MARKETING STRATEGY Digital marketing become a game changer because of it’s • ability to tailor to specific audiences AND it was new and innovative. It’s not new now, it’s confusing for many • Many threw out ‘offline’ opening a tremendous door for • smart marketing . Key for this Industry as we are more ‘community’ based. • Opportunity to reconnect with ‘people’ and include the • ‘people factor’ back on a personal level. A strong digital + non-digital presence is key • Referral partners, networking, word of mouth, • collaborations. Prioritise long term relationships. Give more than you take. • ‘Get creative and look back on the very mediums we left behind in the wake of the digital transformation. Such creativity will set businesses apart in 2019’.
MARKETING STRATEGY Consider working with people that compliment what you do • (Gov’t Renew SA etc) Both parties achieve their goals but with greater impact • Competitions • Print projects • Offer complete solutions • Community Engagement – Charity Work • High quality networking • The power of ‘connected creativity’ • Working together is a core value of Regional communities, • use it to your advantage
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