Self-Promotion, Advertising and Marketing – What’s Your Direction?
Wearing one of my other hats (as Chair of the Board of Trustees of a charitable foundation), I recently attended a seminar discussing marketing for non-profits, sponsored by the Utah Non-Profits Association. I was eager to learn of new ways to attract patrons to charity events and donors for our foundation. I arrived at the seminar full of anticipation about learning to effectively use advertising to help our cause. But the first thing I learned was that marketing is not advertising. Advertising itself is only a small part of the whole concept of marketing. Marketing involves the whole existence of the entity – everything from name recognition up.
Although I didn’t learn what I thought I was going to, I learned a lot! In the couple of weeks since the seminar, I’ve been digesting the material. It didn’t take me long to realize that the marketing strategies discussed in relation to non-profits works equally well in the for-profit world. And one foundational concept seems to be the most important thing of all, so I thought I would share.
So we all have these micro-businesses. We all want to ‘get the word out’ about them, and we all go about this in different ways. But a full-out marketing campaign needs to be built from the ground up. Before you even begin, out loud, state the following….
This is who I am
This is what I do
This is why you should care
Through the course of the seminar, it became vividly apparent that until I could clearly make these three statements, attempting to build a marketing campaign would be a frustrating process. What amazed me more was that I had trouble making the statements about my micro-business; specifically the This is why you should care part. It took a while, but I was able to come up with it. Once you get this far, the next element is
What are your goals?
It just fascinated me how much simpler marketing ideas became once I could make the statements and answer the question. I’m not wandering aimlessly through cyberspace wondering what to do next anymore. I actually have a direction!
Give it a try – I really hope it’s an eye-opener for you, too, and makes your life easier.