Thursday, September 13, 2012

Marketing: 3 Promotional Mistakes

The word "promotion" has a negative connotation these days. Product placements in movies makes audiences' eyes roll, and people don't hesitate to press that "skip ad" button on YouTube when an advertisement plays before a video. Yes, marketing can be quite a challenge today.

While it's true that most people would rather not have to see promotions, marketing your brand or a specific product does not have to be a negative. By avoiding some common promotional mistakes, your campaigns will be more successful and, as an added bonus, people will be less annoyed with your organization.

In his book "Managing a Nonprofit Organization," Thomas Wolf listed three mistakes that some nonprofits make during promotions. Avoiding these are key to ensuring a successful campaign:

  • Don’t assume that saying more in a promotional device is better. Short, carefully selected messaging is always more effective.
  • Don’t miss easy opportunities to acquire names, addresses, and other pertinent information. Incentivizing people to provide email addresses and other information will be valuable in later sales and fundraising solicitation.
  • Don’t oversell your product or service. If customers or constituents have specific expectations about what you are selling and these expectations are not met, they will be disappointed. Promotion based on exaggerated claims will generally lead to unfulfilled expectations.

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