Marketing for Your Specific Needs
| More About Marketing |
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Inbound & Outbound Marketing:::::::::
Inbound Marketing Includes Market Research to Find Out:
-What specific groups of potential customers/clients (markets)
might have which specific needs (nonprofits often already have a
very clear community need in mind when starting out with a new
program -- however, the emerging practice of nonprofit business
development, or earned income development, often starts by
researching a broad group of clients to identify new opportunities
for programs)
-How those needs might be met for each group (or target market),
which suggests how a product might be designed to meet the
need (nonprofits might think in terms of outcomes, or changes, to
accomplish among the groups of clients in order to meet the
needs)
-How each of the target markets might choose to access the
product, etc. (its "packaging")
-How much the customers/clients might be willing pay and how
(pricing analysis)
-Who the competitors are (competitor analysis)
-How to design and describe the product such that
customers/clients will buy from the organization, rather than from
its competitors (its unique value proposition)
-How the product should be identified -- its personality -- to be
most identifiable (its naming and branding)
Outbound Marketing Includes:
-Advertising and promotions (focused on the product)
-Sales
-Public and media relations (focused on the entire organization)
-Customer service
-Customer satisfaction
-What specific groups of potential customers/clients (markets)
might have which specific needs (nonprofits often already have a
very clear community need in mind when starting out with a new
program -- however, the emerging practice of nonprofit business
development, or earned income development, often starts by
researching a broad group of clients to identify new opportunities
for programs)
-How those needs might be met for each group (or target market),
which suggests how a product might be designed to meet the
need (nonprofits might think in terms of outcomes, or changes, to
accomplish among the groups of clients in order to meet the
needs)
-How each of the target markets might choose to access the
product, etc. (its "packaging")
-How much the customers/clients might be willing pay and how
(pricing analysis)
-Who the competitors are (competitor analysis)
-How to design and describe the product such that
customers/clients will buy from the organization, rather than from
its competitors (its unique value proposition)
-How the product should be identified -- its personality -- to be
most identifiable (its naming and branding)
Outbound Marketing Includes:
-Advertising and promotions (focused on the product)
-Sales
-Public and media relations (focused on the entire organization)
-Customer service
-Customer satisfaction
| Comments/Questions? |
| email me: maria_gabriela@bohabot.com |
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