Yours, Mine, Ours – The Collaboration Between Marketing and Development

In the majority of businesses or organizations, different departments have different goals, different priorities and different ways of reaching them.  Unfortunately, many times, departments are like silos – where communication and collaboration is lacking.  Working like that sets each of those departments and the organization, as a whole, up for failure.

Why not work together?  It could be lack of resources, lack of direction, lack of understanding that each department has more in common than people think. Take nonprofit marketing and development departments.  It may seem like they don’t have much in common or that they are in competition.  

After all, Marketing and Communications are all about the message, while Development is all about the money, right?

This overwhelming urge to separate the two departments is not only bound to cause miscommunication in the office, but it can prevent nonprofits from reaching their audiences effectively and efficiently.

The Departments that Work Together…

While smaller operations may have a lot of crossover between staff handling marketing and communications and those fundraising, there should be an understanding of how entwined the departments should be.

Marketing, Development and Programs need to work together.  Think of them like a tri-pod, without the full support of one of the departments, the whole thing falls down. 

Really, it’s a cycle. Development Departments raise funds that support the nonprofit’s programs. The programs provide success stories, impact, and statistics to show progress and the Marketing and Communications Department takes these stories and results and uses them to promote the organization. Marketing reaches out to the public, attracting new donors and fundraisers for Development to prospect. Etc.

Give and Take

Smart nonprofits know that when Marketing and Development work together, both departments benefit. So, here’s how these different sections of the organization can help each other out.

Have a Unified Plan

The organization as a whole should have a strategic plan and each department has its role in carrying that plan out.  Each department should have a plan as well, but they should work alongside the other departments’ plan.  It just makes sense.

For example, if Development wants to hold a pop-up, fundraising dinner how are they going to market it?  They need to work alongside Marketing to develop the best messaging and avenues to spread the word.    If people don’t know the organization or its events exist or the STORY, development will have a hard time making the ‘sale’.

Share Your Goals

The whole point of this collaboration is for both sides to achieve their goals more efficiently.  To do that, you need to be on the same page. Both departments need to know about fundraising goals, major PR opportunities, and brand awareness. Pay special attention to the areas where your goals overlap so you can work together.

Find a Common Voice

If Marketing is trying to emphasize fun and hope while Development is appealing to address an urgent need, your audience will notice the discord. Development must be privy to and have input in the overarching communications strategy to ensure donors and other supporters receive a consistent message from the organization.  Basically, the left hand needs to know what the right hand is doing and why.

Share Stories and Real Estate

Both Marketing and Development need impact stories to reach their audience and achieve their goals. This is an obvious point for collaboration. Furthermore, Development can provide exciting news for marketing when they have a successful fundraising campaign or forge a new partnership.

The Marketing Department can also give Development the exposure it needs to reach new donors, perhaps by offering some room on the organization’s homepage. While Marketing may want to devote most of its collateral to impact and powerful images, Development knows that acknowledging donors is extremely important. Think of your website and social media as something to build and grow together, not property to be divided.

Marketing and Development Departments are forever entwined. They depend on each other for success, but they will find success faster if they collaborate and support each other.

Marketing and Development must get along.

To make sure you are always on the same page, try to get both departments together once a month. That way you can plan to support and promote each other, especially when an event or initiative is on the horizon.

Need help developing a strategic plan that benefits Marketing AND Development?  Contact SK Consulting.  From Concept. To Creation. To Implementation.  We’re there with you every step of the way!

Sales vs. Marketing: Which One to Use?

When people use the word marketing to describe sales, it’s enough to make any true marketing professional’s blood boil.  While sales and marketing are used interchangeably way too often, there IS a distinct difference.  So, don’t ask whether you should focus on sales or marketing…because the answer is both.

Think of marketing as a machine and sales as one important cog to keep that machine running.  You see, marketing and sales are two different things that are – or should be – part of a company’s business strategy.  Sales is quite straight forward. It involves actually selling the company’s products or service to its customers. Marketing is the process of communicating the value of a product or service to customers, so that the product or service sells.

Marketing has a much larger scope than sales.  It is about how a company places itself in the market and in the eyes of its customers and potential customers. It also incorporates what products the company sells. In short, marketing ensures that sales take place; that a sales team is armed with the tools needed to promote and highlight services and products; that the customers are confident enough to buy from the company. Hence, it can be said that sales is a PART of marketing.

A successful marketing plan has a lot of moving components.  But, to truly be effective, marketing requires the 4 Ps - Product, Price, Place and Promotion. Marketing is the first and the broadest step to make sales effective.  Once the mix is in place, sales can take off!

The 4 Ps of Marketing

Product – the product is either a tangible good or an intangible service that seems to meet a specific customer need or demand. All products follow a logical product life cycle and it is vital to understand and plan for the various stages and their unique challenges. It is important to recognize those problems that the product is attempting to solve. The benefits offered by the product and all its features need to be understood and the unique selling proposition of the product need to be studied. In addition, the target audience for this product needs to be identified and understood.

Price – the price is the actual amount the end user is expected to pay for a product. How a product is priced will directly affect how it sells. What is the perceived value of the product to the customer?  If a product is priced higher or lower than its perceived value, then it will not sell. So, it’s important to understand how a customer sees what you are selling. If there is a positive customer value, then a product may be successfully priced higher than its “monetary value”. But, if a product has little value in the eyes of the consumer, then it may need to be underpriced to sell. Price may also be affected by how competitors price a rival product.

Promotion - marketing communication strategies and techniques all fall under promotion.  From advertising to sales promotions to special offers and public relations.   Whatever the channel used, it is necessary for it to be suitable for the product, the price and the end user it is being marketed to. What the difference between marketing and promotion? Promotion, like sales is one cog in the marketing machine.  It is the communication aspect of the marketing function.

Place – Also referred to as placement, this deals with how the product will be provided to the customer. Distribution is a key element of placement. The placement strategy will help assess what channel is the most suited to a product. Is it primarily on-line, in-stores, virtual, etc.?  How is it being promoted and where?  Social media?  Traditional media?  Determining your true target audience and their habits is key to getting the place or placement right.  Place can also include where in the store or in the community is this product or service located?  Top shelf?  Bottom shelf? Check-out lane?  Drawing the right customer to the right place at the right time is important!

What else is Marketing?

The essential goal of marketing is to increase the desirability and value of the product and of the company to the customer.  Beyond sales, there are so many things that go into effective marketing, like:

Consumer research - to identify the needs of the customers.

Product development - which aims to design a product to meet those needs.

Advertising -  to raise awareness, build the brand and to generate interest in the product.

All of the above, if done right, should naturally lead to a position where sales can happen.

Summary

Marketing is the reason a person goes to a particular store or place.  Sales is the reason that a person buys a product or service from that particular store or place.  For example, a retail store gets you there through marketing.  The associate sells you a particular product within that store.

Still not sure where marketing ends and sales begins?  Good, because it is a fluid process wherein all cogs need to work together.  When that happens, so does success!

"Old-School" Branding Techniques Still Have a Place In Today’s Market

Everything is so fast-paced these days: You go to bed thinking you’ve mastered the world of technology and wake up to a brand new invention – the ‘latest craze’ in communication or business development. 

If you think it’s hard for you to keep up with change – think of it from a company’s standpoint.  They have to keep up and stay relevant, they have to adapt their branding, marketing and sales efforts at the same or faster pace than new technology emerges.

The show Mad Men encapsulated the old-school way of advertising – designing billboards and magazine ads relevant to those times.  These jobs still get done, just in a different way and with different tools.  Today, instant publishing is all the rage. Despite the changes that the marketing industry has experienced, some old-school branding and marketing strategies just as effective today as they were decades ago.   

The following are a few branding and marketing strategies that are just as valuable today as yesteryear:

Business cards. Business cards are less common now that texts and apps and email are so prevalent, but they’re still effective. Business cards visually represent you and your brand -- they have your logo and contact information, which should stand out in your prospect’s mind. When designing your business card, make it one that people will remember so that when a prospect needs your type of services, he or she will think of you first.

Snail mail. We all love getting personal mail.  Most of the time, our trips to the mailbox result in bills or advertising disguised as letters.  You don’t have to trick consumers into opening your mail in order to have a successful snail mail campaign. Although impersonal ads are disappointing, coupons and discount notifications are not. There are many card companies that can help you become more personal and relevant to your potential and current customers.

Public Speaking. Speaking at events is a great way to get your company’s name out to people already interested in your industry. Search out events related to your field or let connections know that you are available to speak; then prepare an address that is educational and meaningful and will make a lasting impression.

Think about the last time you attended an event about something you were interested in. Did any of the speakers stand out to you? Why?

Publishing testimonials.  At SK Consulting, we preach the need for testimonials. Customers turn to online reviews and testimonials all the time before making purchasing decisions or deciding which service provider they want to use.

Asking existing clients for testimonials and then publishing their words on your website and printed marketing materials helps establish trust.  Don’t forget to ask your customers to write a review on Facebook and Google – provide them the direct link to where their words can be published.

Sponsorships for community events. Whether a local high school football team or a charity walk to raise cancer awareness, an event that gets you involved in your community – and noticed -  will raise awareness of your company and the things you do. It makes for great PR as well because it shows that you and/or your company care about the community and are dedicated to giving back.

Cold calls. The term “cold calls” has a negative connotation because rejection is tough and some people just aren’t cut out for sales. Assigning one of those people to cold calling won’t result in much success. But, others do their best work when making cold calls.

With cold calls, you need a plan in place that includes a list of potential customers and a ‘non-scripted’ script. Once you feel confident in your pitch, call the prospects on the list. Don’t be afraid to digress a little bit or indulge in a personal conversation.

A branding redesign. If your brand has been around a while, it may be time for a redesign.  Although this can be a difficult undertaking, redesigning your brand, logo and the overall look of your company can get you a lot of attention. This is especially true if your branding is outdated. Old customers will enjoy a fresh new look while potential customers will get curious and pay more attention because, let’s face it, sometimes we do judge books by their covers.

Trade shows.  Whether you attend trade shows in your local area or travel to national and even global events, participating in and presenting at trade shows is a great way to increase brand recognition. Not only can you get your name out there, but you can show potential partners and customers your products, what they do and what else you have been working on.

The above strategies may not be the newest ways to brand and market your business.  But, they have been tried, tested and proven true. If you need help incorporating traditional strategies into your forward-thinking marketing plan, contact the experts at SK Consulting today!

Attention Associations – What’s Your Brand Benefit?

Many times, branding is misunderstood.  Businesses and individuals, alike, use the term interchangeably with marketing or public relations.  But a brand is the identity of a business, organization and helps tell the story and give others an incentive to buy into what you are all about. 

Many business owners and organization leaders don’t put as much thought into it as they probably should.  Take, for instance, associations – member organizations that don’t have a product to sell, but benefits.  Associations need strategic branding more than anything to sell memberships.

Branding is not just about the graphic representation of an association in the form of a logo. The visual representation of a logo as part of a brand becomes more meaningful and valuable if it encapsulates and communicates effectively the association’s core identity: its brand voice, mission, vision, values, goals and brand story.

Too often the foundation of an association marketing strategy, an organization brand, is ignored when developing association marketing strategy and tactics. How do you build an organization’s brand? The temporary victory that comes from developing an association’s marketing strategy without redeveloping or redeploying a brand strategy is anything but traditional.

Branding As Marketing

Your organization’s brand needs to steer your marketing strategy if it’s going to grow market share and increase your association’s preference. Branding an association or an organization means it must blend with the marketing organically.

An association’s brand is dependent on the organization members and prospective members – they help identify passion points and benefits of services offered and services that should be offered. Most association marketing strategies lack this thought process because they have confused their association’s brand with their corporate proposition or product (association) attributes. As a result, the marketing efforts fail.

When branding an association look closely at the aspirations of the prospective members

The reason most marketing strategies fail is not because the organization’s strategy was wrong, rather because internal decision makers are unable to observe the association’s brand dispassionately. To put it into perspective – do you really know how you appear to others? For example, how many bald men think the “comb over” is an effective disguise? People cannot see themselves as others do, and organization marketing departments quickly reinforce this fundamental truth when they step into the “corporate body” — unable to see itself dispassionately.

More often than not, the corporate body reacts in terms of its own needs and wants. Such blindness presents an opportunity for other organizations or associations that are willing to see association brand development as central to its marketing development and not simply as something to be managed.

How Marketing Has Changed

Brand is about persuasion because it is all about the beliefs that drive your target audience. It is not static.  It is a fluid idea that continually changes with the wants and desires of prospective members.  

Branding an association without a concrete marketing strategy as part of its deliverables is like going to the finest restaurants in the world, deciding what you want to eat, and then eating the laminated menu rather than what you ordered.

Surrounding and supporting core identity are the brand components and applications that capture the identity of the association. Brand components, such as the logo, tagline, imagery, colors, shapes, tone of voice, layout, style and font type are ingredients in creating the unique identity of an association’s brand. They include corporate stationery, web site, videos, office environment, brochure, social media, etc. All these are relevant in designing and building a brand.

Again, branding is a process and brands should be nurtured. The design process from research, brand strategy formation to the creative expression of the logo are all essential parts to a brand. To create an effective brand, an organization must incorporate the following components:

• People—the association’s main asset. Whether a volunteer or an employee, they provide time, expertise and contacts.
• Belief—reflects the association’s core values, which drive its people to achieve positive and progressive outcomes.
• Cause—describes the organization’s mission and is a fundamental part of the brand story.
• Stories—represent the many “voices” of the association and its members.
• Advocacy—is about the association’s purpose, which is the core and reason for being.

Finally, brand management is a critical part in nurturing brands and requires the commitment of the organization’s leadership, involvement of the staff and identification of those who will be champions.

How does an association start to brand itself?

• Discover who you really are, what you want to be known for.
• Understand prospects’ pain points.
• Know what solutions you provide.
• Develop and share your story in a clear, consistent manner.

Is branding for associations? A resounding YES! Countries do branding (for tourism, etc.), companies do it, too (to sell their products) as do people (for personal equity).  Why not associations? Associations touch lives, provide benefits and can make a positive difference to an individual or business – so, why WOULDN’T an association invest in branding?  

Planning for a Prosperous New Year: Create an Effective Marketing Budget

Don’t look now, but you have already started the first quarter of a new year. A new year means new customers, new sales goals, and new opportunities to grow your business. It’s an exciting way to start the year, but it won’t last long if your marketing budget isn’t right from the start.

Many companies plan their marketing budget based on the previous year and how much they’re willing to spend on marketing. This is a great way to hold yourself back from achieving your sales goals, or to spend too much on wasted efforts.

Want the most bang for your buck? Plan and implement a marketing budget that gets results.

1) Start With A Marketing Strategy

Before you calculate your marketing budget, align your marketing goals with your company's strategic goals and vision for growth. If you plan to grow by 20%, but only want to invest enough in marketing to get new business cards for everyone in your company, you're probably going to be disappointed with the results of your investment!

It's important to develop a written marketing strategy that your executive team, sales team, and marketing team are on board with. You need everyone to be driving their activities in the same direction.

2) Set Your Marketing Budget

Once you've aligned your company goals with your marketing goals, you'll need to identify your marketing budget so you can develop a detailed marketing plan that supports your strategy.

Lean: 1 - 2% of your top-line revenue. Basically, you’re committing to engaging and retaining current customers with simple tools and strategies. This is ideal for companies that are looking to maintain their market position and don't have ambitious growth goals.

Target: 3 - 4% of your top-line revenue. The goal is to attract new prospects and retain current customers with advanced tools and strategies. This plan is best for companies that are looking to increase their market share and have moderate growth goals

Stretch: 5% or more of your top-line revenue. Your target is to accelerate your results by applying more resources that are focused on driving leads, conversion, and sales. To do this, you’ll need more complex marketing strategies and cutting-edge tools. Go with this plan if you have ambitious plans to grow and increase your market share.

3) Allocate Your Marketing Budget Dollars

Armed with your goals and a budget, you can now get into the nitty-gritty of developing a tactical plan to transform your marketing dreams into reality! The complexity of your plan will depend on the marketing budget you’ve identified, but you should also consider including tactical plans related to:

•         Web design and maintenance
•         SEO and paid advertising
•          Social media
•         Blogs, newsletters and email marketing
•          Networking and outreach
•         Traditional advertising
•          Misc.

Determine how much of your marketing budget should be allocated to each aspect of your plan.

4) Implement A Marketing Budget Plan

Once you've developed a plan that supports your company's goals, you need to implement it. And to guarantee a successful implementation, you need a team of qualified marketers, designers, and technical experts. You’ve got a few options for creating such a team:

•           Hire an FTE.  A full-time marketing professional who can delegate and outsource.  This will cost a salary, plus benefits and potential contracting fees for services they cannot provide.
•           Contract with a marketing company.  When choosing the marketing contractors, ask questions.  How many clients do they serve at a time, what are their costs, how many people will be devoted to your goals.  The larger the agency, the more clients’ goals they have to focus on.  Ask if they will go on a monthly retainer fee.  This saves you on having to pay benefits
•          Mix it up.  A hybrid team gives you the best of both worlds.  It consists of a small in-house marketing team that's dedicated to one or two key tasks, supplemented by an outside marketing team that can round out your marketing efforts. Be sure that everyone is clear on their roles and responsibilities, agrees on metrics, and is committed to a shared vision for success. This can be a very effective approach to implementing a solid marketing plan!

If you need help developing and implementing a marketing strategy, contact SK Consulting today!  From concept to creation to implementation, we’re there with you every step of the way.

Why Do You Need a Personal Brand?

Do you truly know how you are presenting yourself to others?  Do you know how you want to be perceived by others?  If you don’t know who you are or what you want to represent, nobody else will either.  Whether or not you realize it, you’re a walking personal brand – a persona that defines you and illustrates to the wider public who you are, where you have been and where you are going.

When you do an online search for someone (or yourself), the information you find is the backbone of a personal brand. It is your personal best and worst, all open for public view. Depending on your role, your personal brand also reflects on your company’s brand—after all, you are a window into what your company values and cares about.

You can either take charge in shaping your image and identity, or you can let your brand be construed as others see you - their impressions or misconceptions of who you are. If there are negative things online, people might have a distorted view of who you are. If a search turns up well-written and insightful blogs, spunky social media accounts or bold professional networking pages, their curiosity may be piqued. However, your personal brand should authentically express who you are—and you must own it.

The Benefits of a Well-Crafted Personal Brand

·       Separates You From the Competition

You’re willing do whatever it takes to elevate your company so it stands out in a crowded marketplace, but the truth is people relate to other people, not impersonal companies. You may also wield the power of being a recognizable face behind your business. Your personal brand can help set the tone for your whole company and help it stand apart from the rest, so make it count.

Think of your personal brand as a way of taking control of your reputation and creating a statement that summarizes who you are. Honing your own brand also separates your company brand as unique and distinctive, and it gives customers a “real person” to identify with the brand.

·     Establishes You as an Expert in Your Field

Those who are perceived or identified as industry experts have a leg up in the business world. They are more recognizable, they command higher fees, and doors open more easily for them.

Create a catchy tagline for yourself that explains what you do. It’s important to let people know what you have to offer, and this messaging should be consistent across your website, social media profiles, business cards, and any other marketing.

·      Define What You Stand For

Defining your personal brand is about revealing to the world who you are, what you believe in, and what you stand for. It should be liberating, because your brand is ultimately who YOU have chosen to become.

What is in your heart and soul? What do you really care about? What are your passions? Though it may seem morbid – if you died tomorrow, how would you want to be remembered?  Turn those thoughts into content.  Write a blog. Start building an online community of followers. Become a professional speaker. Just remember your brand can’t be something manufactured—people will smell fake in an instant. It must honestly reflect your beliefs.

·       Attract New Clients, Employers, and Employees

Your personal brand should be a selling point to new clients, potential employers, and even future employees. Have you cultivated a reputation as someone they would want to do business with or work with?  Do you show how you can create value for those around you? If people believe in you, if they trust what you stand for and see that you have integrity, they will want to work with you, work for you, or buy your products.

·       Explain How Your Past Fits Into Your Present

Over time, your career will change course and you will grow in different ways. The great thing about a personal brand is being able to pull all of the pieces together and explain your evolution by developing your narrative. This is your chance to tell your story.

Your branding narrative helps explain your overall progression in your career, interests and life. The key is to focus on how your prior experience brings value to who you are now. Think of this as your WHY.  Why do you do what you do?  Why should people choose to do business with you?  Your why is just like you, it shouldn’t be static – it should grow and evolve over time. 

If you are struggling to define your personal brand, contact the experts at SK Consulting.  From concept to creation to implementation, we’re there with you every step of the way.

If You Build Trust, They Will Come

There’s no denying consumers crave a deeper connection with the companies they do business with. That’s why having a fancy website and logo isn’t enough to define your brand anymore. So, it’s very important to thoughtfully create a personal brand that truly shares who you are and what you stand for.

If a brand isn’t appealing to your audience or not genuine, it can repel customers. But the process of creating a brand can be intimidating for some.  Let’s break down some tips on how you can avoid branding blunders when it comes to helping instead of harming your business.

1. Have a Personal Brand

Whether you intentionally create a brand or not, every communication and experience you have with customers and potential customers is shaping your brand.

That’s why it’s critical to create a positive brand communication. If you don’t take time to define your brand, your message can get wishy washy. That lack of clarity will hurt your marketing efforts.

2. Be Original

Often when people start out in business they think that imitating their top competitors is a good idea. Don’t imitate, instead innovate.

Accentuate what makes you unique. Differentiate yourself. Show why your differences make you a better choice. Do this by creating signature systems, products and messaging that sets you apart.

3. Be Authentic

Some people take a dress-up approach to branding. They feel like they must be something they are not in order to attract customers. Authenticity in marketing matters more than anything. Being honest and transparent builds trust.

A brand should be genuine and always maintain consistent messaging that is in alignment with your personality and brand.

4. Be Consistent

Your personal brand promise and message should be clear with every communication.

The more consistent your brand is, the stronger it will attract followers. As you write blog posts, eBooks and social media posts etc., make sure the thoughts, opinions and information shared is consistent with your personal brand.

Every communication should reflect your brand personality and values.

5. Write Your Own Stuff

Content marketing helps you develop leadership in your industry. Your fans want to hear from you – not the same old thing that everyone else is writing.

Every time you write it’s a communication that builds a relationship with your followers. They experience your personality and voice. Every time you write a blog, article or tips, you are establishing yourself as a subject matter expert.

Writing unique articles also boosts your website SEO.

6. Define Your Niche

No business can be all things to all people. It’s really important to define your target market. Period.

The more you can narrow down your target market the better; otherwise, you risk confusing your customers and you’ll have a harder time attracting your ideal client.

7. Be Gracious

Everyone has a tribe, the group of people with whom you have a reciprocal unconditional love and connection. Raving fans will tell the world how amazing you are. That’s why it’s important to give special treatment to your tribe.

Find your tribe. Reward them.  Give them special offers. Allow them behind-the-scene peaks. Share advanced notice about things in the pipeline.

8. Be Professional

The Internet knows all.  So, if you make a mistake, someone’s going to catch it.  For example, when you send a newsletter with typos or broken links it reflects poorly on your brand. When your customer has a problem and calls customer service, they want their issue resolved.

It may seem petty, but pay attention to your appearance. Watch the language you share on social media. Your demeanor should be humble not arrogant. Display ethical behavior when attending public events. Answer the phone professionally.

All of the above components don’t necessarily make up your brand, but they do back it up.  Take a look at how you want people to view you, your business, the experience they have when doing business with you.  If you are consistent, professional and genuine, you will be sure to get repeat customers and best of all – referrals!

If you need help developing and maintaining your personal or business branding, contact the experts at SK Consulting.  From Concept.  To Creation.  To Implementation, we’re there with you every step of the way!