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Satyagraha, the force which is form of truth and love

I recently resigned my job as Executive Director in a small non-profit. I discovered Seth books also recently and got hooked. I love to learn about marketing, trends, and business ethics. 

I am using my self as the product to market. I don't want to be a freelancer but I do want to use the class to learn about "modern marketing" 

11 answers to 11 questions:

  • What is Marketing for?

Telling a vivid and true story about a product or a cause to people who wants to hear it, so that these people can then tell the story to their friends, clients, colleagues, etc.

  • What are we allowed to touch?

This is an important conversation that must be talked during the first meeting with stakeholders. As a marketer I am allow to touch anything I consider fundamental and necessary to bring forth positive change. 

  • What can we as marketers measure?

I can measure a before/after: website visitors, social media interactions, donations and pledges received, volunteer participation, talked in the printing media, word of mouth, employee satisfaction.

  • What can we change?

I can increase interest in the cause I am working for. Bring knowledge, increase hands on participation. Change perceptions and attitudes. Make the stingy give money, the greedy give more, the selfish share our mission with others.

  • What promise are we going to make?

I will analyze in depth the organization; write a road map to follow on how to bring the message into the public's eye. 

I will set up all the necessary tools to reach out with the message: Social media, mailers, interviews, events, etc.

  • What’s the hard part?

Finding clients, being an independent consultant.

Self-marketing myself

  • Should your organization be making trends or following trends?

For now, following a trend

  • Where is the risk?

Not getting client satisfaction

  • Who is in charge?

The deadline I set to get the answers I need

  • Marketers spend money. Where are you spending the money? What is it for?

My salary, webmaster, designer, printing, mail, events.

  • How should we be spending our time?

1st interview with client, assessing the needs

10 hrs. to review all materials, strategies, etc.

10hr. to write a road map

Several months to implement changes and adjust strategy if necessary.

BRAND:

Committed to bring successful marketing strategies for small size non-profits.

My passion about serving others by telling truthful stories, working hard, and honoring a budget is what gives me the freedom to create the best marketing strategies to promote your organization.

An Action Theory of Marketing Exercise:

1. Pick three brands from your youth (Titan’s chocolates, Topper Basketball shoes, Ripover wine), and for each one, write down:

a. Their distribution strategy. How did they use control of shelf space to box out the competition and enjoy high prices.

Titan’s Chocolates: These chocolates were the only ones that came with a plastic tv show character inside the raped chocolate. Because of the wrapping, I couldn’t see which character was inside, so I kept buying to have the whole collections.

Topper Basketball shoes: only a few stores carried them. They were “special”.

Ripover wine: probably the most common and cheap wine in Argentina, for a while the bottles came with a children’s puzzle. I forced my father to buy that wine for long time so I could finish the puzzle.

b. Their advertising strategy. How did you hear about them? What do you remember about their ads?

The chocolates were in the front shelf of any grocery store. Then, the tv show advertised them.

The basketball shoes: Were advertised as the shoes for the globetrotters. The brand was advertised on TV during sports time.

The wine was TV: a kid will be playing with the puzzle and looked so fun, then at the end the wine words will show up.

c. How you feel about the brand? Does the jingle or the logo or some other non-utility element of the product remind you of anything?

I think the chocolates and wine was a rip-off.

I only remember the shoes, A few years ago I bought the converse because it reminded me of my basketball shoes from the 70’s.

Pick three growing brands (Skillshare, Airbnb, kickstarter) from right now*, and for each one, write down:

a. Their distribution strategy. How did they use control of shelf space to box out the competition and enjoy high prices.

Google searches, NPR News, Branding, Word of mouth, Social Media

b. Their advertising strategy. How did you hear about them? What do you remember about their ads?

Word of mouth, Blogs, Seth’s mention of them

c. How you feel about the brand? Does the jingle or the logo or some other non-utility element of the product remind you of anything?

Skillshare: I started because of Seth’s class, now I am thinking about other popular classes. I like the methodology and quality, cutting edge hands on learning style.

Airbnb: best Prices

Kickstarter: Awesome idea. Power to the people

Pick three modern brands (Skillshare, Coursera, Amazon), and for each one, write down:

  1. Their emotion. What emotion do they work to create in people who haven’t bought yet? They use success stories, add more interesting products, show the long list of followers, offers deals.    In people who are loyal?

Offer discounts, give priorities for buying, interact constantly with their clients.

How do they change their customers? Show them a new and simple way to buy, educate, interact, and makes them feel cutting edge, aka cool.

c. Awareness. How do people find out about them?

From other people, the internet, social media, word of mouth.

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