Monthly Archives: June 2005

Marketing a Non-Profit Organization

Mark your calendars…I’ll be presenting a program for the United Way of Southern Kentucky on August 10 from 2-4pm entitled “Marketing a Non-Profit Organization.

We’ll address the unique marketing opportunities and challenges faced by charities, public service agencies, and other types of non-profit organizations. Along with an overall look at marketing basics, we’ll dig into specifics such as: how to build a marketing plan, getting your message out, and low-cost publicity methods. Even if you’re not a non-profit, there’s information you can use.

If you’re a non-profit or other organization who can make it to Bowling Green, KY on August 10, I urge you to attend this presentation. Call the United Way in Bowling Green at (270) 843-3205 for reservations.

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If you don’t have anything to say…

My Jr. High Health teacher used to repeat a quote to me….depending on the exact wording or the source, either Abraham Lincoln or Samuel Johnson once said… “Better to remain silent and be thought a fool than to speak out and remove all doubt.”

The chief culprits who break this rule are TV weathermen during the summer.

For example, the weather forecast for here in Kentucky is sunny and hot today…muggy tonight…more of the same tomorrow.

I already know that. I’ve lived here all my life. I realize it will be hot and muggy from now until the end of August. Why devote 6 or 7 minutes during an evening newscast to tell me that? If rain is coming in, that’s news. Come on and tell me about it.

But night after night, the goofy rotund weatherman comes on and tries to stretch that one sentence of “sunny and hot today…muggy tonight…more of the same tomorrow” into 6 or 7 minutes of filler. There are old jokes between the anchorperson and the weatherperson about how hot it is, the golf game will be hot, etc….Why?

There are a few obvious reasons. The ad space for the weather slot has been sold and obligations need to be kept. The weatherman needs to have a purpose and a job. But mostly, he comes on and wastes several minutes of my life each day. This time could be used to tell me about a real cause or problem in the community that needs to be addressed…but instead it’s sunny and hot today…muggy tonight…more of the same tomorrow.

Hey, isn’t this a marketing blog? Ah…yes.

How are you wasting your customers’ time telling them things they already know…that are painfully obvious? What could you bring to their attention that they haven’t thought of? They’re tuned into your message…make sure it’s a good one.

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More on Logos

You’d think this was a problem (read: mistake) that only very small businesses would have…but I’m seeing it more and more with larger companies.

Unless you know typography and design, you shouldn’t be designing your own logo.

I saw a large medical practice today with a logo that was WordArt.

If you’re designing a flyer for a yard sale..WordArt is OK.
If you’re designing a logo for a multi-million dollar medical practice that’s trying to create a feeling of professionalism…not so good.

As desktop publishing, copiers, and on-demand printing become more available and more affordable. it doesn’t necessarily mean you should do your own stuff.

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UPDATE: More things to keep in mind when working with a logo.

ALL Messages are Ad Messages

GM announced this week that they’re laying off 25,000 of their employees.

GM is running an ad campiagn this week that offers to treat you like an employee by offering the Option1 Employee Discount to everyone.

Do I want to be treated like a GM employee?

All of your marketing messages must agree with each other….even if some of those messages aren’t being paid for.

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