6 Easy Marketing Tactics You Should Steal Right Now

We're wrapping up "Marketing May" here on the blog! So far, we've covered trends and strategies, marketing 101, marketing plans, and daily marketing implementation. Whew—that's a lot! Even if you started with very little understanding of marketing, you should feel a lot more confident now, and also feel more prepared to add some intentionality into your organization's marketing and communications efforts. 

Today, I'm going to take it one more step further and give you six easy marketing tactics that you should steal right now. These are pulled directly from the playbooks of your peers and organizations that we all admire. 

Okay, so stealing may sound a little dramatic. If you prefer, substitute the more flattering word emulate. The truth is, there are proven strategies and techniques that organizations like yours should be implementing—immediately. By doing so, you're setting your cause up for greater attention and success.

Don't believe me? Just check these guys out! They all have a very loyal base of followers, fans, and supporters.

And though I have categorized them into nonprofits and social enterprises, the general ideas will work for everyone!

NONPROFITS

Atlanta Dream Center reaches the lost, rescues those in need, and restores the brokenhearted through their three primary ministries: iAM (the homeless), Out of Darkness (trafficked and prostituted women), and Metro Kidz (at-risk children). 

What you should steal: Every time they rescue a woman or have ministry win, they share it on social media. It gives their supporters an opportunity to celebrate with them, see real-time updates, and for volunteers and donors, a chance to see their contribution at work. They also provide recaps and larger figures in their direct mail and newsletters.

IF:Gathering exists to gather, equip, and unleash the next generation of women to live out their purpose.

What you should steal: They do a fantastic job of showcasing their event as it is happening through social media. It's surprising to me, but many organizations don't seem to promote their event in action, only before and sometimes after. IF utilizes quotes, video, and photos through their social media that make you really want to be there. They also mobilize and empower their audience with their hashtag and a photo booth. While events are certainly not easy to pull off, they are a very simple way to get people interested in, and excited about, your cause. 

Orange provides resources and events for church leaders and volunteers to maximize their influence on the faith and character of the next generation. 

What you should steal: They regularly use guest contributors for the Orange Leaders blog. This strategy allows for plenty of content that they don't have to create themselves. Additionally, the contributors promote their post once it is published, providing additional traffic to Orange's blog and social media.

SOCIAL ENTERPRISES

Lamon Luther creates expertly crafted furniture by employing the homeless, thereby giving them a hand up, not a hand out.

What you should steal: Many people in the Atlanta area know, and love, Lamon Luther. Their furniture is always in high demand, it seems. And though they primarily produce goods for individual homes, they have done a great job at building partnerships with other businesses to drive demand, expand their reputation, and of course, obtain larger orders.

Raven + Lily is an ethical fashion and lifestyle brand dedicated to empowering women through jobs by design.

What you should steal: Everyone loves free stuff, and Raven + Lily fans are no different! Sometimes they host their own giveaway with one or two of their stylish products, and sometimes they team up with other ethical brands for a huge grand prize. Either way, I've got to assume this steadily builds their email list and social media following.

Warby Parker was founded with a rebellious spirit and a lofty objective: to offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses. For every pair purchased, a pair is distributed to someone in need.

What you should steal: They offer a fairly simple selection of eyeglasses and sunglasses, but they take advantage of holiday calendars in their marketing and make it work year-round. You'll find them reaching out to you via email or social media for back to school, summer, and even Christmas. They know holidays are on your mind, and they want a piece too.

Any other nonprofit or social enterprise marketing tactics that you recommend? Tell me what you've seen, or what's worked for you!

And if you find yourself short on time for new marketing efforts, here are five things you can stop doing this week that will free up some of your energy.

Other posts in this series:

• Ask the Experts: Marketing Trends and Strategies

• Marketing: What is it, and why do you need it?

• Marketing Plan: Is your mission missing its map? (Free Download)

• Stop Wondering What To Do Every Day

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PIN THIS POST FOR LATER:

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I'm Kristi Porter, and I started Signify to provide writing, consulting and strategy services to nonprofits and for-profit organizations with a social mission, primarily through copywriting, marketing and business communications. I believe that cause-focused organizations like yours are the future of business. You're proof that companies can both make money and do good. And I'm here to help you get noticed and grow. When you succeed, we all win.

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Building an Audience of 8,000: Marketing Case Story

One year ago this week, I was still the Event Marketing Director at Orange, and we were hosting 8,000 of our closest family ministry friends for The Orange Conference 2016. People come from almost every state, about a dozen countries, and numerous denominations to attend this event each year. It's quite the undertaking, and though I worked on other events throughout the year, most of my time was spent on this 12-pound baby (really big, sometimes painful, but worth the labor).

If you aren't familiar with Orange, they create curriculum, resources, and events for church leaders and volunteers. They do a lot of really amazing things, and if I may say, they put on some great events!

As #OC17 starts today, I thought it would make a fantastic marketing case story for us to examine. 

Photo Credit: The Orange Conference

TWO SIDE NOTES

1. If you'd like to watch the tonight's opening session on the live stream, visit Live.TheOrangeConference.com starting at 6:30 p.m. ET. This year's theme is "For Our Neighbors."

2. I'm using the term "case story" because case studies are usually long, boring, and stuffed with stats. I wanted this to be a little less complicated and easy-going, so I'm utilizing that term, though I didn't create it. (I wish I had!)

GOALS

The major goals for the event are measured in:

• Ticket sales, which include the current event and next year's pre-sales;

• Product sales, which includes books, physical products, digital resources, lifestyle items, etc;

• Social media metrics, which is tracked using a software;

• Attendee satisfaction, which is assessed both through social media, comments the staff receives, and a post-event survey;

• Next steps taken, which can include things such as lead cards filled out, emails given, downloads of the conference app, and things like that. Ideally, this is something you want attendees to do at your event to continue the engagement after it ends.

TACTICS

As you can imagine, an event of this size requires a lot of time and effort to promote. Here are the major ways we did that:

• Internal email list including curriculum partners, previous attendees, and some partnership lists

• Mailing list which includes the same as above, plus a purchased list.

• Text system. We were able to send text messages throughout the year to those who opted to receive them.

• Social media, mostly consisting of blog posts, Facebook, Twitter, Instagram, and SnapChat

• Facebook ads

• Ads on internal sites

• A social media tool kit that our speakers, fans, and attendees could utilize to spread the word for us (which included both images and what to say)

• A signature line in staff emails

• Cross-promoting at other events, both Orange's and events where they had a booth

• Blogger network consisting of bloggers who were Orange fans, across the US

• Advertising on relevant blogs and websites

• Print ads (Yes, those still work too!)

• Press release

• Partner e-blasts

• Google Ads

STRATEGY

Yes, there are a boat load of items mentioned above, especially for those of you who are the only employee, or running the show with a small team. But again, all of these things occurred over a year's time. And many of them happened on a regular basis. There wasn't just one ad or one blog post or one mailer. 

The pricing for the event was broken into five major deadlines, including the pre-sales on-site at the current event. Prices, of course, increased as the event neared. This brought in early revenue and helped us plan. Additionally, these distinct time frames gave me windows of time in which to promote.

It's also very important to understand how your audience plans to spend their money. For example, we had two major deadlines to focus on: opening day and the February deadline. Opening day, of course, because we had the lowest prices and offered a bonus (early breakout registration) that was very desirable to our attendees. And everyone gets excited during an event launch. The February deadline was incredibly popular because many churches just had their budgets renewed with the calendar year, and we also offered curriculum credits, which enticed current and prospective curriculum partners. So, those two factors meant that I spent most of the marketing budget promoting those two deadlines.

RESULTS

• Every year, attendance for the event increased. We were very blessed in that way. When I started in fall 2010, there had been 4,300 attendees at the previous conference. And in 2016, there were about 7,400 at Orange Conference, and 500 at ReThink Leadership, a simultaneous event for senior pastors across the street. Those senior pastors came across the street for OC main sessions to spend time with their teams.

• With increased attendance, social media reach also increased each year, resulting in about 2 million impressions in 2016.

• Product and ticket sales also increased every year, but I am unable to share those numbers.

• I read through every OC survey that was filled our during my time there. I was, obviously, responsible and accountable for sales in the marketing department, but I really wanted to know what people thought about the event. Did we meet their expectations? How could we improve? What made a difference? Why did they come to our conference over another? Overall, the feedback was incredibly positive. This was our signature event, and we tried to do everything with excellence. Of course, there are always people who didn't enjoy the event or different aspects. That is to be expected. But the key is to have a good filter for yourself when receiving negative comments to decide if it is valid, or if it is out of alignment with the mission. Sometimes it's just based on personal preference.

KEY TAKEAWAYS

No matter what size of an organization you're currently at, there are some lessons to be learned:

• I was my own department. But I certainly didn't do everything! Other people took care of the graphics, social media management, logistics, etc. Only myself and I think two others actually worked on the conference year-round, and I was the dedicated person for promoting it. It was an all hands on deck situation as the conference got closer, but when you are well organized, have good systems in place, and have others to support you, it's a testament for what you can accomplish! (It's not too late to spring clean!)

• To plan and execute a successful event you must have a marketing strategy in place. You can't just wing it. For much smaller events, you don't have to work as far in advance, but you still need to understand the ins and outs of how you're event will come together. Effective marketing also helps get people in the doors! The more the merrier, right?

• Outline your goals first and foremost.

• While I listed many tactics above, I'm certainly there are a few you can choose from to start implementing for your next event.

• You might be surprised to learn that our marketing budget didn't dramatically increase even though our attendance did. I was very used to working for small organizations with small budgets, so I utilized as many free avenues as possible. Additionally, we focused on getting people to bring larger teams to OC, rather than finding more churches to come. The latter is a much better way to concentrate your energies.

• If you're event is just getting started, you may not have previous feedback to work with. If that's the case, start by sending a survey to your email list and social media followers to gain insight. You can also try asking people you know who fit your ideal audience.

• Don't skip over the "next steps." You need to know what you want your attendees to do when they leave. You need to decide on how you want them to stay engaged with you after they walk out the doors. Waiting for emails about your event year after year isn't going to cut it.

• Adding "surprise" and "delight" to your marketing efforts is always encouraged. People attended The Orange Conference to learn about family ministry, understand the trends, get information on how to do their jobs better, and connect with others. But they LOVED anytime we were able to surprise and delight them! There is even an entire main session dedicated to fun at OC because the brain gets a little overloaded during all the learnin' that a conference brings. These concepts also help endear you to your attendees.

REMINDER

If you'd like to watch the tonight's opening session on the live stream, visit Live.TheOrangeConference.com starting at 6:30 p.m. ET. This year's theme is "For Our Neighbors."

FINALLY

I love events. I've been planning events since I was in junior high! I guess I was always destined to be a part of them in some way. I get so excited by attending conferences and events, and I enjoyed creating a great environment for others. I'd love to help you with your next event.

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PIN THIS POST FOR LATER:

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I'm Kristi Porter, and I started Signify to provide writing, consulting and strategy services to nonprofits and for-profit organizations with a social mission, primarily through copywriting, marketing and business communications. I believe that cause-focused organizations like yours are the future of business. You're proof that companies can both make money and do good. And I'm here to help you get noticed and grow. When you succeed, we all win.

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Celebrating International Women's Day

Today is International Women's Day! So, I thought that one of the best ways I could celebrate would be to highlight women-run organizations that I love, and would love for you to be aware of. And, in keeping with the spirit of this blog, I'll let you know what I like most about their marketing and communications as well.

Here are 10 that I've chosen, but there are so many more that I could've listed! There are many women out there doing inspiring, and much needed, work. Be sure to check these gals out, and support them in some way, even by just following them on social media or telling a friend.

NONPROFIT

1. Be the Bridge: This budding organization utilizes resources and conversations to further racial reconciliation. They believe that the Church must become a bigger answer to this issue, and are equipping people to host racially diverse small groups that create open lines of communication.

What I like most about their marketing and communications is how grassroots-oriented it is, which fits with their business model. People who are a part of their online and in-person groups have a voice, which creates not only fans, but advocates for the work.

2. TrueNorth Freedom Project: TrueNorth helps individuals, families and ministries navigate our sex-saturated culture through resources and conversations. By learning how to talk about sexual issues with grace and compassion, relationships will be strengthened, kids will be better prepared for the challenges, and the Church will become more effective in leading many to true freedom in Christ.

What I like most about their marketing and communications is their approach. They tackle a very difficult societal issue, but always take the stance of grace over shame, and that always shines through.

3. A21 Campaign: They are fueled by a radical hope—that human beings everywhere will be rescued from bondage and completely restored. They are the abolitionists of the 21st century, and work with you to free slaves and disrupt the demand.  

What I like most about their marketing and communications is that they frequently share survivor stories which makes the need real and urgent.

4. Refuge Coffee Co.: They relentlessly pursues the goal to provide employment and job-training opportunities to resettled refugees, to create a unique, welcoming gathering place in Clarkston, and to tell a more beautiful refugee story to Atlanta.

What I like most about their marketing and communications is that they tell a lot of stories, including the staff and volunteers, neighbors and those who frequent the establishment. Their mission involves being active and present in the community, and that is apparent in all aspects.

5. Thistle Farms: Thistle Farms is a sanctuary for healing for women survivors of abuse, addiction, trafficking and prostitution. They are a community of survivors, advocates, employees, interns, volunteers, and friends from all across the world. They are young and old, women and men. They want to change a culture that still allows human beings to be bought and sold. They believe that in the end, love is the strongest force for change in the world.

What I love most about their marketing and communications is how diverse they've become in their model, which allows them to constantly talk about what they're up to, and a great deal of cross-promotion. Currently, they have Magdalene House, a bath and body care product line, Thistle Stop Cafe, Shared Trade Global Marketplace, The Studios Workshop and the National Education and Training Center.

Honorable mention to: The Mend Project, Wellspring Living, Malala Fund

FOR-PROFIT

1. Dr. Bombay's: One of my favorite spots in Atlanta, this darling little tea shop in the Candler Park neighborhood funds “life scholarships” for girls in India with their Learning Tea program. With these funds, girls can go to college, have a safe place to live, and have all their basic needs provided for. (And her chai is my absolute favorite!) I've actually seen their work in India first-hand.

What I love most about their marketing and communications is how "local" it is. They are good neighbors. Many of their ingredients and offerings come from local or small businesses, and they also place event posters in other area parter businesses as a regular part of their promotions. And the atmosphere is so quirky and unique that it makes a great place for people to take and share photos!

2. Yellow Conference: They are a conference for creative, entrepreneurial women who want to change the world. Bonus that it takes place in Southern California!

What I like most about their marketing and communications is their heart for their community, both in-person and online. They are supportive and encouraging, and always looking for ways to help their fans be better in life, in their jobs, and in the world.

3. So Worth Loving: They are a community of passionate and original individuals who exist to embrace your past and empower your future. They believe no matter your history, past mistakes, religion, career choice, or relationship status, you are worthy of love. And they believe that fashion is the most iconic way to make a statement.

What I love most about their marketing and communications is that they always keep it simple. And it's highly effective! They share the stories of their fans, promote the idea of self-worth, and sell clothing that reminds people that they are worth loving.

4. Business Boutique: This is a fairly new conference that speaks to Christian, women entrepreneurs. They focus on all three aspects of a business: Dreaming, starting and building. 

What I love most about their marketing and communications is the practicality. I left their event feeling informed and resourced in moving forward in my business. And the podcast is a way to continue to soak up the knowledge.

5. The Skimm: A short, daily email telling you all about the day's top political news.

What I love most about their marketing and communications is that its fun! Otherwise, I wouldn't read it, to be honest. I have a hard time connecting with politics and news because it is usually so depressing or mean. They give you the highlights in a compelling way.

Honorable mention to: Joyn, Fashionable, Huffington Post, Raven + Lily

What do you think? Who would you have included? Tell me below!

And happy International Women's Day! #BeBoldForChange

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PIN THIS POST FOR LATER: 

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I'm Kristi Porter, and I started Signify to provide writing, consulting and strategy services to nonprofits and for-profit organizations with a social mission, primarily through copywriting, marketing and business communications. I believe that cause-focused organizations like yours are the future of business. You're proof that companies can both make money and do good. And I'm here to help you get noticed and grow. When you succeed, we all win.

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