Understand that companies aren’t perfect nor are they expected to be, but to succeed in business you must be willing to face challenges and ameliorate problems to make money. Don’t thwart your own integrated marketing communication efforts to strengthen your brand and increase revenues by putting your head in the sand. Anything subpar eventually fails no matter how much you try to gussy it up. Fix the fundamental problems that are often made clear by supporters before embarking upon the journey of segmentation and content customization.
After you’ve addressed your organizations weaknesses and have pinpointed opportunities for growth you can learn more about your target market, which isn’t just “the public”, but clear segments that exists for your organization.
Determine geography, income levels, age ranges, ethnicities, interests, etc to discover everything from possible niche market targets to choosing the most impactful pictures for your website.Segment your data file and implement creative integrated marketing communications strategies from Out of Home (OOH) ad placements to profitable event mailing lists.
For example, if you are a nonprofit serving low-income children in underserved communities, you can pinpoint communities with a similar demographical target in proximity to your services to place kiosk ads to promote your services or pull names of individuals historically interested in attending events with the ability to pay $500+ for an event ticket from a large list to lower printing cost on a tight budget.
Remember, its all about the data. Great data allows you to really take the reigns on creating fruitful strategies and creative approaches to branding, customization, personalization, and effective marketing communication.
There are a number of people who say negative publicity is still publicity. This is true, but sometimes deleterious sentiments can hurt a company’s revenues. Trusted sources of information are your employees who hold the reputation of your company in their hands as they can either condemn or provide a glowing review of your company to everyone they communicate with.
You do not know who your employees know; therefore, you must be cognizant of how staff members view your company. If their opinions are negative, work to change their view of the business. Who better to trust for a view about your company then someone who does or has worked for your company with first-hand experience? Don’t overlook workplace stewardship and solely focus on being customer or donor-centric to the detriment of your business.
Your staff should feel appreciated, respected, and consistently loop into office communication to increase loyalty and engagement. Also incentivize, offer professional development, and create internal newsletters and reports. You need to turn your employees, interns and volunteers into brand ambassadors.
You may be wondering why the treatment of employees is important in the discussion of marketing. As you may know, word-of-mouth is still one of the most powerful marketing mediums in a marketer’s arsenal. Positive conversation about an organizations structure, products and services can generate new leads, increase sales and more.
Based on a survey conducted by the Cone Communications, roughly 80% of people change their minds based on the opinions of others. This statistics is applicable to both customers and donors. This means negative opinions can undermine even the most creative, engaging marketing efforts. The more trustworthy the source, the more influential that source is in swaying the actions of others. And the public places a high level of trust especially in the negative opinions staff members have of their current or past employer.
Protect your reputation and marketing efforts by understanding the power behind the word of mouth marketing your employees engage in. Make sure that they feel empowered to use their voices to grow your business by making a concerted effort to treat employees well.