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Written on Friday, May 7th, 2010 by David and stored in advertising
A recent rule change means that charities can now use comparative ads on TV and Radio. Whilst initially this may seem positive as it brings this sector in line with industries the fact that it will allow charities to compare how they spend donations and their working methods with others may well lead to divisions and conflict within the sector.
A spokeswoman (as reported in MarketingWeek) for the Institute of Fundraising, says the new rules could help charities “educate the public further about the charity’s work”, but charity marketers need to be careful they do not “denigrate” other charities’ work.
The recession is continuing to hit charitable donations. The latest Charity Commission study available from September 2009 found that 56% of charities have been affected by the recession, up from 52% at the start of 2009 and there is every likelihood that this will have continued into 2010 when the figures are available.
It is important that charities use the new rules sensibly although the one area we may find them highlighting is the “unfair” advantage the BBC’s charities gain by having a continuous stream of free advertisng and promotion available to them, if air time and production was given free to some of our smaller to medium sized charities they may well be able to raise a enough money to survive 3 or 4 years in one campaign, but unfortunately this will not happen, but if one of the larger charities was to compare costs of advertising to raise money with say Sport Relief then the public might be a little more sympathetic to their cause.
No doubt many of the larger charities will use this to their benefit and hopefully as a result benefits will filter through to local and smaller charities although if you are one of these do not rely on it but develop a clear strategy to increase your profile and even piggy back where possible on national events to help you raise money.
Written on Friday, April 23rd, 2010 by David and stored in digital/online, web
Utalkmarketing on one of their recent Newsletters has posed this question. It is an interesting subject as most commentary refers to ecommerce and how you can engage consumers and businesses to buy from you online. If you do not directly sell online however what should you be doing to improve your brands presence? The following tips are some of the areas you should most concern yourself with if you are currently pondering this question for your business or brand.
Define your objectives
If you do not have an ecommerce site then objectives and targets are of paramount importance. Really ask yourself what the purpose of your presence, is it to inform, gain leads, announce your services or products, and build brand awareness or a combination of all of these? Once you have decided what you want to achieve it will easier to then create a clear and sound strategy.
Create a clear strategy
Sounds obvious but again most brands are prone to jump on the latest bandwagon and online there are many of them to choose from. Not only do they do this they often only play at it and therefore end up doing it badly, this is particularly true of those who due to a lack of perceived budget try to bring in house complex ideas that they have no experience of or time to learn about. So a clear strategy is of paramount importance, as it will pave the way for decisions to be made to ignore some perceived opportunities, as well as creating time to develop those that have real value. Do not have a Facebook page just because you can, have one only if you can manage it and add value to your business or brand as a result.
Understand your target audience
How you talk to your audience will depend on who they are, what social and demographic sectors they fit in and how they use the Internet. If you are targeting other businesses it is probably unlikely that Facebook is for you but Linkedin may be a great way of increasing your network of contacts. Think about how your customers and potential customers are behaving and interact with them in a way that is unobtrusive.
Get them talking about you
This is by far the best way to increase your online presence as if people are talking about you and your brand then they are multiplying your message more than you ever could. You need to ensure that you are aware of comments being made and that you respond where necessary, particularly to bad comments, although don’t rubbish these just ensure you answer the queries in a positive manner and show that you care. Thompson holidays have recently announced that they will refund costs incurred by travellers stranded by the Icelandic Volcano in full, so who do you think those customers will travel with next time Ryanair? Track comments about your company using google alerts and make sure you respond where necessary.
Use your web site to listen to your audience as well as talking to them.
Create the opportunity on your site for comments either on blogs or forums and get your customers talking to each other not just you, as they are your best advocates, that is why they are your customers.
Use other sites to your advantage
Use others blogs and forums to talk about your brand (do not overtly sell though) and link back to your site where ever possible. Make sure you are part of blogs where your customers or potential customers are, and talk about things that interest and engage them.
There are many other online opportunities and plenty of the top brands are using these, such as mobile apps., actively being industry voices and opinion formers, video, viral and brand sharing but if you are looking to improve your presence and get your voice heard then starting with the above will help you along the way.
Written on Friday, April 16th, 2010 by David and stored in advertising, mobile
Hot on the heals of the iPad we now have iAds which have been developed in conjunction with Apple’s new iPhone 4.0 operating system. “What is an iAd?” I hear you cry! (more…)
Written on Monday, April 12th, 2010 by David and stored in David
After a tense contest over 27 holes at Burford Golf Club in Oxfordshire on the 9th April, the Bertie Cup finally returned home to the Kings Head team of Haddenham. (more…)
iphone applications are one of the current must haves among many marketers and advertisers but just having an app is not the answer to ensuring that you get value for money just in the same way that just having an advert in a magazine will guarantee leads or sales. (more…)
Written on Friday, March 19th, 2010 by David and stored in digital/online, mobile
On the 23rd February I saw Jim Brooks give a Seminar at the Technology for Marketing and Advertising Exhibition at Earls court. Jim is an ex-creative director who has moved into mobile marketing consultancy and advises many large corporates on how they can cut through the noise of the mobile market place and in doing so look at how they can achieve success without alienating their customers and potential customers. (more…)
Written on Wednesday, March 10th, 2010 by David and stored in marketing
As the oldest version of direct marketing many commentators have predicted the death of direct mail as more instant methods of communication become fashionable. This is however an over generalised statement because as with all things often seen as dying there are opportunities available for the canny and focused company. (more…)
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