A New Speak to Get Peoples' Attention

Well, I am embarrased that it's been nearly a months since my last post. Honestly, I've been sooooo busy doing the work that it's been difficult to find time to write about the work. That's good, I suppose, but I still want to fulfill my mission for this blog and increase your ability to market for good.

I have a backlog of things to write about but one thing that recently came across my radar screen was a podcastCurrence and Associates. The podcast is an early glimpse into the AMA's Non Profit Marketing Conference.

As someone who has been marketing non profits for decades, I find Cynthia's comments spot on. Not only does she understand the history of where non profits have been, and what's worked, but she is savvy enough to know that things have changed and new rules are in play. The podcast is a worthy use of 18-minutes of your time.

Something that specifically caught my attention was what Cynthia said, that we need "a new speak to get peoples' attention." In my own work recently, we've been hit by a deluge of sponsorship requests by very worthy organizations. And many of these organizations, unfortunately, have approached us for funding with the message that, "You've been a loyal sponsor for many years and we continue to rely upon your support." While that may be true for the past, it does not take into account the realities of today's market demands.

No longer can non profits rely on the "it's the right thing to do" approach when seeking support. In my position I am responsible for top line revenue generation and bottom-line impact. I have to show a return on all my marketing investments (ROMI), and those organizations that get my attention are the ones that use a new speak -- not relying on the old approach but DEMONSTRATE to me how sponsoring them will improve my business.

This is a new skill -- this new speak -- that must be learned by non profits. And the risk, according to Currence, is not just financial, "but that the penalty is going to be a loss in trust, a loss in brand credibility, and that will have an impact in volunteerism, money, and advocacy -- it is the most far reaching damage that can occur."

If you want to learn more about the AMA Foundation Non Profit Marketing Conference in Chicago, IL, click here.

-- David Kinard, PCM

Fight Commoditization with Real Value

I just finished reading an amazing book by Erich Joachimsthaller, Hidden in Plain Sight: How to find and execute your company's next big growth strategy. It's a fabulous book and I'll be interviewing Erich on my radio program on Wednesday, November 19 on wsradio.com.

One line in the book hit me like a ton of bricks this weekend while I was reading it.

"We were a highly specialized product turned into a commodity."

To be clear, the line references a German insurance company who by all accounts was a superior product in the marketplace, but because people where shopping on price, none of their elaborate feature sets meant anything. I see this same situation so often; price-driven markets turning complex and highly differentiated products into commodities. So what is a markter to do?

Well, first you should read this book and it will tell you what the insurance company did. But aside from that, you need to ensure your head is not hidden in the sand, hoping that somehow consumers will suddenly wake up to your messaging and branding and agree with you that your products are truly the unique offerings you believe they are. It's never going to happen.

When a product is willingly or unwillingly turned into a commodity by the market and consumer opinion, the simple fact of the matter is that the product has failed to rise above the fray and create a demand ecosystem. In other words, I would say that most products suffering this fate are developing and pushing feature sets that are not relevant, not important, and don't resonate with consumers. That's why they're comparing only on price, because you're just as good, or good enough, as everyone else.

I think Joachimsthaller brings out many excellent ideas in his fresh book and it shoudl be required reading for MBA students. Oh wait, I teach MBA classes, and I assign the books. Guess what folks -- it's now on the reading list!

-- David Kinard, PCM

Hidden in Plain Sight is also the American Marketing Association Foundation’s Berry Book Award winner for the best new book in marketing.