Marketing

# Marketing

**October 20, 2022**

]

---

# Plan for today

.box-7.medium.sp-after-half[Marketing theories]

.box-3.medium.sp-after-half[Marketing tools]

.box-1.medium.sp-after-half[Dignity and poverty porn]

.box-2.medium[Stories]

---

layout: false
name: theories
class: center middle section-title section-title-7 animated fadeIn

# Marketing theories

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.box-7.large[What even is marketing?]

---

.box-7.large[Why do organizations<br>engage in marketing?]

---

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# Purpose of marketing

&nbsp;

.box-inv-7.large[Research, persuade,<br>and change behavior]

---

# Theories of marketing

.box-inv-7.small[…so what do people want?]

.box-inv-7.small[…and why do people behave they way they do?]

.box-inv-7.sp-after.small[…and why do people change?]

.box-7.less-medium[Psychology!]

---

# Theories of marketing

.box-inv-7.less-medium[Change theory]

.box-inv-7.less-medium[Social cognitive theory]

.box-inv-7.less-medium[Exchange theory]

.box-inv-7.less-medium[Stakeholder theory]

---

# Change theory

.box-inv-7.sp-after[People act based on their current level/stage of change]

.box-7.small[**Pre-contemplation**&emsp;.smaller[(Aware of new behavior but not interested in changing)]]

.box-7.small[**Contemplation**&emsp;.smaller[(Consciously evaluate personal relevance of new behavior)]]

.box-7.small[**Preparation**&emsp;.smaller[(Decided to act and are trying new behavior)]]

.box-7.small[**Action**&emsp;.smaller[(Doing the new behavior)]]

.box-7.small[**Confirmation**&emsp;.smaller[(Committed to new behavior; no intention to regress)]]

---

# Change theory

.box-inv-7.less-medium.sp-after[How to use the theory]

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# Social cognitive theory

.box-inv-7.less-medium.sp-after[Our behavior is based on our<br>views of the social context we live in]

.box-inv-7.less-medium[The social behavior of people<br>around us influences our behavior]

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# Social cognitive theory

.box-inv-7.less-medium.sp-after[How to use the theory]

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# Exchange theory

.box-inv-7.less-medium.sp-after[People want to make<br>mutually beneficial exchanges with others]

.float-left.center[.box-7[Getting a good deal]&emsp;.box-7[Feeling connected to others]]

---

# Exchange theory

.box-inv-7.less-medium.sp-after[How to use the theory]

.box-7[Emphasize mutual relationships and connections<br>between donor and organization and recipients]

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# Stakeholder theory

.box-inv-7.sp-after[Lots of people and groups are key to the success of<br>a nonprofit and have different needs and preferences]

.float-left.center[.box-inv-7.small[Staff]&ensp;.box-inv-7.small[Board]]
]

.float-left.center[.box-inv-7.small[Donors]&ensp;.box-inv-7.small[Regulators]]

.box-inv-7.small[General public]
]

---

# Stakeholder theory

.box-inv-7.less-medium.sp-after[How to use the theory]

---

layout: false
name: tools
class: center middle section-title section-title-3 animated fadeIn

# Marketing tools

---

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# General tools

.box-inv-3.less-medium[Strategic marketing plan]

.box-inv-3.less-medium[Marketing mix]

.box-inv-3.less-medium[SWOT analysis]

.box-inv-3.less-medium[Personas]

.box-inv-3.less-medium[Communications and public relations]

---

# Strategic marketing plan

.center[
<figure>
  <img src="img/09/marketing-plan.png" alt="Marketing plan overview" title="Marketing plan overview" width="60%">
</figure>
]

???

<https://blog.hubspot.com/marketing/marketing-plan-template-generator>

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# Marketing mix

.box-inv-3.sp-after[Characteristics of the products/services you offer (5Ps)]

.box-3.small[**Product or service**&emsp;.smaller[(Thing you want people to consume or do)]]

.box-3.small[**Price**&emsp;.smaller[(Amount people "pay" for thing)]]

.box-3.small[**Place**&emsp;.smaller[(Where the thing will be consumed—in-person, online, etc.)]]

.box-3.small[**Promotion**&emsp;.smaller[(How you'll publicize the benefits of the thing)]]

.box-3.small[**Policy**&emsp;.smaller[(What regulations or institutional changes are needed to allow people to use the thing)]]

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# Environmental analysis (SWOT)

.center[
<figure>
  <img src="img/09/swot-empty.png" alt="Empty SWOT" title="Empty SWOT" width="35%">
</figure>
]

---

.center[
<figure>
  <img src="img/09/share-a-smile-swot.png" alt="Share a Smile SWOT" title="Share a Smile SWOT" width="75%">
</figure>
]

---

---

# Personas

.box-inv-3.small.sp-after[Each persona represents a segment of the market]

---

# Persona characteristics

.center[
.float-left[.box-3.smaller[Age]&ensp;.box-3.smaller[Gender]]
.float-left[.box-3.smaller[Education]&ensp;.box-3.smaller[Income]]
.float-left[.box-3.smaller[Location]&ensp;.box-3.smaller[Employment]]
.float-left[.box-3.smaller[Marital status]&ensp;.box-3.smaller[etc.]]
]
]

.center[
.float-left[.box-3.smaller[Attitudes]&ensp;.box-3.smaller[Motivations]]
.float-left[.box-3.smaller[Opinions]&ensp;.box-3.smaller[Values]]
.float-left[.box-3.smaller[Personality]&ensp;.box-3.smaller[Lifestyle]]
.float-left[.box-3.smaller[etc.]]
]
]

.box-3.smaller[Relationship to nonprofit]

.box-3.smaller[Donation history]

.box-3.smaller[etc.]
]
]

---

.center[
<figure>
  <img src="img/09/molly-millennial.png" alt="Molly the Millennial" title="Molly the Millennial" width="60%">
</figure>
]

???

<https://themodernnonprofit.com/donor-personas/>

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# Not just for marketing!

.small[
- James is a 30-year-old police officer who has been working for 4 years. He’s interested in public service in general and is working on his master’s degree in public policy (MPP) so that he can improve policing in Atlanta.
- He’s familiar with Excel and has taken two MPP classes on statistics with Stata, but wants to be able to use statistical tools in his job after he finishes the MPP program, so he’s interested in R. He also really likes data visualization
- James needs help with programming, since all his training so far has been with GUIs like Excel and Stata. He isn’t especially familiar with any programming language and is scared of things like the terminal console, but he’s willing and excited to learn
]

---

# Communications & public relations

.box-inv-3.medium[How the organization<br>communicates with the public]

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# Communication methods

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# Branding

.box-inv-3.less-medium.sp-after[The organization's total image]

---

layout: false
name: dignity
class: center middle section-title section-title-1 animated fadeIn

# Dignity and<br>poverty porn

---

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# Marketing and emotions

.box-inv-1.sp-after[Strong emotions → faster, more forceful,<br>more lasting behavioral change]

.box-1.less-medium[That's not necessarily bad!]

---

.pull-left[
<figure>
  <img src="img/09/1080px-NASA-Apollo8-Dec24-Earthrise.jpg" alt="Earthrise" title="Earthrise" width="100%">
  <figcaption>Earthrise (1968)</figcaption>
</figure>
]

.pull-right[
<figure>
  <img src="img/09/The_Earth_seen_from_Apollo_17.jpg" alt="The Blue Marble" title="The Blue Marble" width="100%">
  <figcaption>The Blue Marble (1972)</figcaption>
</figure>
]

???

<https://en.wikipedia.org/wiki/Earthrise#/media/File:NASA-Apollo8-Dec24-Earthrise.jpg>

<https://en.wikipedia.org/wiki/File:The_Earth_seen_from_Apollo_17.jpg>

<https://texasclimatenews.org/2018/12/24/50-years-ago-an-image-of-a-blue-planet-inspired-environmental-awareness/>

---

---

# The allure of suffering

.box-inv-1.sp-after[Suffering naturally creates curiosity]

.box-1.medium.sp-after["If it bleeds, it leads"]

---

.center[
<figure>
  <img src="img/09/bhati-examples.jpg" alt="Bhati examples" title="Bhati examples" width="85%">
</figure>
]

???

<https://doi.org/10.1002/nvsm.1722>

---

.center[
<iframe width="1126" height="600" src="https://www.youtube.com/embed/xbqA6o8_WC0" frameborder="0" allow="accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>
]

---

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# Beware of the allure of suffering

.box-inv-1[Nonprofits often fail to emphasize the dignity<br>of the people they serve when they fundraise]

.box-inv-1.sp-after[Every person depicted in a<br>fundraising campaign is a real person]

.box-1.medium[Don't sacrifice dignity for impact]

---

---

.center[
<figure>
  <img src="img/09/Mock+adverts_Facebook_2.jpg" alt="Radi-Aid experiment" title="Radi-Aid experiment" width="100%">
</figure>
]

???

<https://www.radiaid.com/which-image-do-you-prefer>

---

.center[
<figure>
  <img src="img/09/image-results-summary.png" alt="Radi-Aid experiment results summary" title="Radi-Aid experiment results summary" width="100%">
</figure>
]

???

<https://www.radiaid.com/which-image-do-you-prefer>

---

.box-1.medium[Do not treat those you serve as<br>helpless, incapable, opinion-less objects]

---

.box-1.large[Treat people with dignity]

---

.center[
<figure>
  <img src="img/09/guidelines-1-80.jpg" alt="Radi-Aid image guidelines" title="Radi-Aid image guidelines" width="82%">
</figure>
]

---

.center[
<figure>
  <img src="img/09/guidelines-2-80.jpg" alt="Radi-Aid image guidelines" title="Radi-Aid image guidelines" width="82%">
</figure>
]

---

.center[
<figure>
  <img src="img/09/ircrc-code-80.jpg" alt="IRCRC code of conduct" title="IRCRC code of conduct" width="100%">
</figure>
]

???

<https://www.ifrc.org/code-conduct-international-red-cross-and-red-crescent-movement-and-ngos-disaster-relief>

---

.center[
<iframe width="1126" height="600" src="https://www.youtube.com/embed/OXnxFjT-4mg" frameborder="0" allow="accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>
]

---

# Dignified Storytelling

.center[
<figure>
  <img src="img/09/dignified-storytelling-principles.png" alt="Dignified Storytelling principles" title="Dignified Storytelling principles" width="50%">
</figure>
]

---

layout: false
name: stories
class: center middle section-title section-title-2 animated fadeIn

# Stories

---

---

.box-2.large[What are your favorite stories?]

.box-2.large[Why are they so great?]

---

.box-2.large[Why do people like stories?]

---

.center[
<figure>
  <img src="img/09/new-yorker-stories.png" alt="The New Yorker on stories" title="The New Yorker on stories" width="60%">
</figure>
]

???

<https://www.newyorker.com/books/page-turner/can-science-explain-why-we-tell-stories>

---

---

# Stories

.box-inv-2.large[**Stories** are how we translate core, essential **content**<br>to different **forms**<br>for specific **audiences**.]

---

# Purpose of stories

.box-inv-2.less-medium[We understand the world through causal stories]

.box-inv-2.less-medium[Stories are how we construct our sense of self]

.box-inv-2.less-medium[Stories are crucial for making ideas memorable]

.box-inv-2.less-medium[Stories imbue our experience with meaning]

???

(Gelman and Basbøll, 2014) - "meaning" point from Mayer

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# Script-following

> When we act we are often to a great extent *enacting*, we are acting out the story as the script demands, acting in ways that are meaningful in the context of some story and that are true to our character's identity.
> 
> <small>Frederick Mayer, *Narrative and Collective Action: The Power of Public Stories*, p. 7</small>

---

.box-2.large[Stories lead an<br>audience on a journey]

---

---

# Story shapes

.center[
<iframe width="800" height="450" src="https://www.youtube.com/embed/oP3c1h8v2ZQ" frameborder="0" allow="accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>
]

???

Kurt Vonnegut, https://www.youtube.com/watch?v=oP3c1h8v2ZQ

---

# Every story is the same

.center[
<iframe width="800" height="450" src="https://www.youtube.com/embed/LuD2Aa0zFiA" frameborder="0" allow="accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>
]

???

Will Schoder, "Every Story is the Same", https://www.youtube.com/watch?v=LuD2Aa0zFiA

---

# Heroes and structure

.pull-left.center[
<figure>
  <img src="img/09/1019px-Heroesjourney.svg.png" alt="The Hero's Journey" title="The Hero's Journey" width="80%">
</figure>
]

.pull-right.center[
<figure>
  <img src="img/09/story-cycle.png" alt="The Story Cycle" title="The Story Cycle" width="100%">
</figure>
]

???

https://commons.wikimedia.org/wiki/File:Heroesjourney.svg

5:35 from Will Schoder, "Every Story is the Same", https://www.youtube.com/watch?v=LuD2Aa0zFiA

---

.box-2.large[When marketing something,<br>who is the hero?]

---

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# You are not the hero

&nbsp;

.center[
<figure>
  <img src="img/09/bad-slides.png" alt="Bad slides" title="Bad slides" width="100%">
  <figcaption>From Cole Nussbaumer Knaflic, <i>Storytelling with Data: A Data Visualization Guide for Business Professionals</i></figcaption>
</figure>
]

---

.box-2.large[The audience is the hero]

.box-inv-2.small[This is why we care about personas so much!]

---

.center[
<figure>
  <img src="img/09/rspca_outdoor_franklin_sml-thumb-400x305-94733.jpg" alt="RSPCA Franklin" title="RSPCA Franklin" width="40%">
</figure>
]

---

---

.box-2.medium[Do not treat those you serve as<br>helpless, incapable, opinion-less objects]

.box-inv-2.small[If the audience is the hero, those you serve are characters.<br>Don't mistreat them]

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.box-2.large[Treat people<br>(and their stories)<br>with dignity]