Thu, October 25 2007

P. Diddy Marketing

Katya Andresen's avatar

Author, Robin Hood Marketing

Filed under:   Marketing essentials •

diddykatya
Sundance, 2007.  That’s me asking P. Diddy to autograph a Six Degrees bag to auction for charity.  He did, and he was very nice about it.

The first time I ever saw P. Diddy, he was walking down the street in Park City at Sundance with an enormous scrum of photographers and fans following him every step of the way.  He’s a serious celebrity, and he’s an attention magnet.  Today comes news that P. Diddy (aka Puff Daddy aka Sean John) is also a marketer:

The multimedia mogul and CEO of Bad Boy Entertainment added another position to his resume today with his announcement to take on all brand-management decisions for Diageo’s Ciroc vodka, including marketing, advertising, public relations, product placement and events.

Don’t roll your eyes.  P. Diddy knows marketing.  His perfume is beating the pants off J.Lo’s and SJP’s brands.  Here’s the thing.  He could just sit back and expect everyone to buy Ciroc because Diddy tells them to.  But he’s smarter than that.  Here’s what he told AdAge:

I have ... learned how to engage people and inform them. People say content is king, but only when it’s content people are interested in. I can’t make 1 million people view nothing unless it’s tagged to something they like. That’s the only way people are going to pay attention to your content.

I should have called my book P. Diddy Marketing instead of Robin Hood Marketing.  Listen to Diddy.  It’s not about telling people to value your cause, it’s about tagging your cause to their values.

P. Diddy Marketing: audience, audience, audience.

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Wed, October 24 2007

New Study: The Wired Fundraiser

Katya Andresen's avatar

Author, Robin Hood Marketing

Filed under:   Fundraising essentials •

Today Network for Good released a new study, “The Wired Fundraiser: How technology is making fundraising ’good to go.’”  It covers: What happens when people with a cause take it to cyberspace; why marketers and fundraisers like us should care; and what we should do about the phenomenon.

The full report is here, but if you just want the highlights, below are the key findings.

In the meantime, if you’d like to be a Wired Fundraiser yourself, support victims of the wildfires sweeping California with this widget.  Link to it in emails or click on the Share tab within the widget for code to display it online.

KEY FINDINGS

1. When Wired Fundraisers Talk, People Listen: Wired Fundraisers are regular people with a cause and a keyboard, and they are proving highly effective at fundraising for their favorite charity in an ever-widening personal sphere of influence online.  That’s because today, the messenger matters even more than the message.  People trust messengers they know, like friends and family.  These messengers naturally communicate in the most effective ways – through personal means, in a conversational tone, and with great stories.  A promotion from a charity can’t compete with that level of intimacy, authority or authenticity. 

2. Not Every Wired Fundraiser Is a Champion: The successful Wired Fundraiser has a relatively rare combination of true passion and a means to lend a sense of urgency to their cause.  Not every Six Degrees fundraiser or Facebook Cause is a winner, but a proud few – the superactivists - are very effective, raising $9,000 on average and reaching 150 people. 

3. Technology Gives the Wired Fundraiser Special Power:  Widgets and social networks make personal fundraisers more effective for four reasons. Widgets – bits of code that enable you to generate and place content anywhere online, including on Facebook pages or blogs – make it possible for personal fundraisers to take their message anywhere they communicate online, including social networks where messages spread very efficiently.  They make it possible for the fundraiser to evangelize in their own way, in their own words.  Because they make fundraising so easy, widgets attract a new group of fundraisers.  Importantly, widgets also make it easy and convenient for friends and family to give instantly, when they feel an impulse to give. That means more donations to more causes.

4. Smart Charities Embrace the Wired Fundraiser:  Technology enables anyone to be a fundraiser, anywhere online.  The control over the message is in the hands of the Wired Fundraiser.  Wise charities see this as something to embrace rather than something to fear.  They tap into the opportunity to spread their message further, by new means, via new messengers.

More on how to be a Wired Fundraiser or tap into their power is here in the full paper.

 

 

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Mon, October 22 2007

Read this if you market to teenage girls

Katya Andresen's avatar

Author, Robin Hood Marketing

Filed under:   Marketing essentials •

There’s a fascinating YouTube channel where a group of young women critique the ads targeted to them. Hat tip to AdAge for this link. The videos are worth a watch for a few reasons:

1. They remind you: audience, audience, audience. Know your audience. Speak to your audience. Forget your audience at your own peril.

2. They show that your audience talks back. We’re in an age of unprecedented consumer control, and your audience will not sit quietly and obey your message. Your audience expects to have a conversation with you.

3. The 3iYing crew, who work as consultants, are on-target about what works: speaking to an audience’s values and being credible and authentic. Cheesy, disingenuous messages that miss the mark will get - and deserve - the flip.

Check it out:

 

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Fri, October 19 2007

Move them, then make it easy to act

Katya Andresen's avatar

Author, Robin Hood Marketing

Filed under:   Marketing essentials •

One of the great things about online advocacy is you can move someone emotionally and then give them an immediate way to act upon that emotion.  This makes conversion quite easy.  Always keep this concept front and center in your mind, with every communication you make online.  You always want to:

1. Tell a great story that makes your case - and creates the impulse to give
2. Give people a way to act that’s as simple as a few clicks of the mouse

Speaking of clicks, below is a great video example of tapping into emotions, then telling people what to do with them with a big emphasis on how easy it is to make a difference.  I found it via Creativity Online

Now imagine having the donate button right next to this video on YouTube for Nonprofits, where it’s not yet placed.  That would be even better.

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Fri, October 19 2007

Online Fundraising & Nonprofit Marketing Training Opportunity

Katya Andresen's avatar

Author, Robin Hood Marketing

Filed under:   Fundraising essentials •

By Jono Smith

In July, Network for Good launched Nonprofit 911, a free training program for the overwhelmed nonprofit. Every 2-4 weeks, we cover a new topic related to nonprofit marketing and online fundraising.

What can you learn about nonprofit marketing in 60 minutes? Find out, during our next Nonprofit 911 free training series:

October 23, 2007 from 1-2pm (eastern)
How to Tell Your Story: Tips for Better Storytelling, Fundraising Success & Media Glory
Speakers: Katya Andresen & Macon Morehouse
Details here.

October 30, 2007 from 1-2pm (eastern)
Event 101 for Fundraisers: Putting Your Mission Into Action!
Speaker: Jeff Shuck, Event 360
Details here.

Can’t attend? Download an audio transcript from www.Fundraising123.org


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