Think Pink for Great Marketing|
by David & Lorrie Goldsmith
Watch out…the world is turning pink! And if you're not careful, your car, your couch, or your computer could be next.
We're talking about the pink stamp that the Susan G. Komen Breast Cancer Foundation seems to be putting on everything from M&M candies to Energizer batteries.
That's right, batteries. During a quick stop at a local department store to pick up last-minute Halloween decorations, we couldn't help notice the brightly-and unexpectedly-decorated batteries filling the shopping aisle's end-cap display.
We were so impressed, we bought the batteries. Heck, you can always use AAs somewhere. Like other Komen corporate programs, the Energizer/Komen alliance, called The Power to Keep Going program, invites everyday consumers to make a difference through simple purchasing decisions. Komen will pocket $350,000 through this neat little partnership. And those M&Ms? $250,000.
So how does a grieving woman turn a promise to her dying sister into a multi-million-dollar research funding machine? Sheer determination aside, she does some really clever marketing.
So can you.
You don't need any special courses in marketing (so the results can be instantaneous).
You don't need to read any marketing text books (although they can be helpful).
You don't even need to understand that much about marketing.
Very simply, you can make a huge impact on your buying market if as a manager, you start thinking differently. Start believing that the role of any decision maker goes beyond managing. The role extends to the bigger picture; the entire cause of an organization is to deliver products and services and create cash. Komen "gets it."
Whether you're in nonprofit or big business, whether you make widgets or sell services, there are some tips from the "Komen formula" (our words, not theirs), that you can implement, too:
Sure, Brinker is the quiet marketing genius behind the mechanism. However, the founder has done something even wiser than marketing. She built a well-functioning MECHANISM, the whole organization, in such a way that it can capitalize on opportunities generated by its marketing activities.
In the same vein, no one knows the full potential that you and your organization hold, either. One way to realize some of that potential is to try out a few of these ideas and see what works best. Keep two things in mind as you do.
First, try to meet people in their everyday lives through your marketing efforts. Is it a billboard on the side of a bus, an insert in the Sunday paper, or sponsorship of an event? You choose from the buffet of choices.
Second, look at your organization as a whole to see where you can and can't capitalize on the opportunities that await you. Work to fill the gaps so that you can add the tactics that work to your executive tool kit.
Keeping your marketing mix fresh is a great way to add streams to your river of opportunities. If you ever get hung up about which way to turn, just THINK PINK, and check out organizations that are doing things right, such as the Komen Foundation.
Copyright David and Lorrie Goldsmith. All Rights Reserved.
David and Lorrie Goldsmith are managing partners of their own consulting group. Their firm offers consulting and speaking services internationally. David was named by Successful Meetings Magazine as one of the "26 Hottest Speakers in the Industry." Jeff Gitomer say’s "David Goldsmith is unique in that he can see a 30,000 feet view of business and then delivers the hand-to-hand tools for combat."
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