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| Introduction |
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Many
of us may view the idea of promoting and marketing either
in terms of irritating junk mail that comes through our letterboxes
or as something that requires multi-million pound budgets
and a team of highly paid marketing consultants to achieve.
Both of these are forms of marketing and promotion but neither
gives an indication of what we might achieve (or indeed be
achievable) if we take things into our own hands and have
a go for ourselves. |
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Firstly,
lets dispel the myth that you are going to need huge reserves
of cash available to you to undertake a promotional campaign
for your group. Companies who spend such sums usually trying
to sell something to a national (if not global) audience and
they need to 'sell' their product in bulk in order to make
a profit, that's why they spend so much on promotional campaigns!If
you are trying to reach such a huge audience there is no reason
why you shouldn't achieve a comparative lot with very little
in the way of funding, you just have to think of alternative
ways to get your message across. This guide is aimed to help
you focus on the task in hand and seek those achievable alternatives. |
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Before
we begin that process lets take a little time to address one
another commonly held view, many involved in the voluntary
and community sector seem to hold about promotions and marketing.
Their thinking seems to run along the lines of "We've
never had such a thing and we have got on just fine, so why
on earth should we suddenly need to start promoting ourselves
now!". It is easy to see how such thinking might develop,
and may even appear rational, to a point! What it does not
take into account though is how much better the group might
have done to date and how much easier they might have found
it to achieve those goals! |
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| What
might you get out of planned promotional strategy? |
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This
very much depends on what you want from one in the first place!
You are going to have to decide what the objectives of your
campaign are going to be. Not only will you find the whole
process of producing appropriate information easier, later
on. But also if you don't have a set of ultimate goals how
are you going to know if you have achieved what you need to? |
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