james o’dell - pioneer district our passion.pdf · million stradivarius. he played for 43...

The Presenter: James O’Dell Director of Marketing & PR Pioneer District Cell: 734-223-7080 Email: [email protected] Please contact me anytime and let me know how I and

the district can support your chapter.

mailto:[email protected]�

What Happens When... ...one of the world's greatest violinists ...plays some of the most elegant music ever written ...on one of the most valuable violins ever made ...donned in street clothes ...at a busy metro station in Washington DC ...before roughly 1,000 morning commuters?

The violinist was Joshua Bell with his $3.5 million Stradivarius. He played for 43 minutes, for over 1,000 passers by. The performance went 3 minutes before anyone acknowledged he was even there. 6 min in, someone finally stopped to listen. In total 7 people stopped and he received just over $32 in donations, not counting the $20 from the 1 person who recognized him.

Marketing Our Passion: 75 Years and Beyond

Joshua is one of the best violinists in the world, a Grammy award winner, Music Director of the Academy of St Martin in the Field, and has toured all over the world playing with the very best symphonies. A true story published by the Washington Post. By Gene Weingarten Washington Post Staff Writer Sunday, April 8, 2007

Marketing Our Passion: 75 Years and Beyond

What does this have to do with us?

We all compete for people's attention

He did not get noticed because

there was NO MARKETING STRATEGY

How do we avoid the same

problem?

I. Foundational Principles of Marketing

II. Chapter Marketing Checklist

III. BHS 75th Anniversary

IV. Society Marketing Efforts

Foundational Principles of Marketing

Need Target Market

SWOT Goals

Objectives Strategy Implement

The Planning Process

"Marketing is the process via which a firm creates value for its chosen customers. Value is created by meeting customer needs. Thus, a firm needs to define itself, not by the product it sells, but by the customer benefit it provides...Marketing Strategy begins with the customer. A prerequisite...is the specification of a target market the company will attempt to serve.“

- Robert Dolan, Note on Marketing Strategy, Harvard Business School case #598-061

Need Target Market

SWOT Goals


What need does the marketplace have? What problem are we trying to solve?

Need Target Market

SWOT Goals


Need Target Market

SWOT Goals


What customers exist? Age

Employment Family

Ethnicity Geography

type of professions Income

etc.

Need Target Market

SWOT Goals


Who could we sell?

What options do we have for customers?

What customers exist?

Need Target Market

SWOT Goals


What customers exist? Who could we sell?

Who do we CHOOSE to sell?

Who do we CHOOSE NOT to sell?

Need Target Market

SWOT Goals


What customers exist? Who could we sell?

Who do we CHOOSE to sell?

Target Market Target

Market

Target Market

What makes a target market valuable? Size, Growth of market, Willingness to support mission, Are they accessible, Are they

identifiable, Do we know where they live, Do we find them or will they find us, Do we know how to find them, Is there an obvious fit between our organization and our target market, How hard do we have to work ($$$) to convince, Will they buy from us on a regular basis, How easily can competitors attract them away

Need Target Market

SWOT Goals


Need Target Market

SWOT Goals


Strength

Opportunity

Weakness

Threat

Mistakes: Doing only 1 generic SWOT for the whole

organization Making stale generic statements Rushing to get done for a quick sense of

accomplishment

Need Target Market

SWOT Goals


Successes: Be creative Have a vision

Need Target Market

SWOT Goals


“The first step toward creating an improved future is developing the ability to envision it. VISION will ignite the fire of passion that fuels our commitment to do WHATEVER it takes to achieve excellence. Only VISION allows us to transform dreams of greatness…

Need Target Market

SWOT Goals


…into the reality of achievement through human action. VISION has no boundaries and knows no limits. Our VISION is what we become in life.”

Tony Dungy – Former NFL Head Coach

Need Target Market

SWOT Goals


Successes: Be creative Have a vision Do multiple SWOTs Use actual data Market research, surveys, competitive information

Need Target Market

SWOT Goals


Successes: Share from different perspectives Compare with other chapters Look for ways to use each others strengths to meet

your opportunities. Cross promote. Analyze from the customers point of view

Need Target Market

SWOT Goals


Need Target Market

SWOT Goals


Strength

Opportunity

Weakness

Threat

Internal

External

Need Target Market

SWOT Goals


Strength

Opportunity

Weakness

Threat

Posi

tive

Neg

ativ

e

Strengths: What the group CAN do Only meaningful when it helps satisfy a need Both product and process of meeting needs

Need Target Market

SWOT Goals


Weakness: What the group CANNOT do How are these meaningful to our customer

interactions

Need Target Market

SWOT Goals


Opportunity: What the market is moving in favor of Trends, fads, social/cultural change

Unfulfilled needs

Need Target Market

SWOT Goals


Trend: Heirarchy Network

Need Target Market

SWOT Goals


Dennis McMillian, President & CEO of the Foraker Group

Top Box

Masses Masses Masses Network

Network

Network

Network

Network

Trend: Organization Movement

Need Target Market

SWOT Goals



Purpose

Customer

Customer

Customer

Trend: Hero Host

Need Target Market

SWOT Goals



Host

Member

Member

Member

Member

Threat: What the market is moving away from Competitive forces SWOT your competition and list their S/W as O/T

Roadblocks to our success

Need Target Market

SWOT Goals


Example: Platitude – Old established organization Strength – Stable, long term service, trustworthy,

experienced Weakness – Old fashioned, no innovation

Need Target Market

SWOT Goals


Adapted from: Nigel Piercy, Market-Led Strategic Change (Oxford, UK; Butterworth-Heineman, Ltd., 1992):256

Example: Platitude – Large organization Strength – Expertise, stable, high status, economy

of scale Weakness – Bureaucracy, impersonal, slow to

change

Need Target Market

SWOT Goals


Adapted from: Nigel Piercy, Market-Led Strategic Change (Oxford, UK; Butterworth-Heineman, Ltd., 1992):256

Need Target Market

SWOT Goals


Strength Strength Strength

Opportunity Opportunity Opportunity

Weakness Weakness Weakness

Threat Threat Threat

Categorize information

Need Target Market

SWOT Goals


1) Strength 2) Strength 3) Strength

1) Opportunity 2) Opportunity 3) Opportunity

1) Weakness 2) Weakness 3) Weakness

1) Threat 2) Threat 3) Threat

Rank 1)Degree 2)Importance

Need Target Market

SWOT Goals






Match S/O for capabilities

Mat

chin

g

Need Target Market

SWOT Goals






Convert W/T

Convert

Convert

Need Target Market

SWOT Goals






Avoid W/T

Avo

id

Benchmarks of progress Realistic Specific Measurable Time related Whose responsible to accomplish

Need Target Market

SWOT Goals


Branding: What is your brand? What is unique about you What is your ‘Hook’ What do people associate with us What is our calling card

Need Target Market

SWOT Goals


Example:

Need Target Market

SWOT Goals


Example:

Old School

Need Target Market

SWOT Goals


Example:

OC Times

Need Target Market

SWOT Goals


Example:

Main Street

Need Target Market

SWOT Goals


Example:

Storm Front

Need Target Market

SWOT Goals


Positioning: What value do you create? Create a unique selling proposition Clear, distinct, attractive position compared to

competition in the customers mind Why should they buy from you

Need Target Market

SWOT Goals


Positioning Statement: For, (target market), (our product) is (single most

important claim) among all (competitive frame) because (most important benefit)

Need Target Market

SWOT Goals


Example: Google For, web surfers (target market), Google (our product) is the

best way to search the internet (single most important

claim) among all search engines (competitive frame) because its patented technology makes it faster and smarter (most important benefit)

Need Target Market

SWOT Goals


Your turn to fill in the blanks: For, , is among all , because .

Need Target Market

SWOT Goals


4 P’s of Marketing: Product Placement Promotion Price

Need Target Market

SWOT Goals


Product:

Everything the consumer receives from the purchase

Need Target Market

SWOT Goals


Product Experience

Auxiliary Product

Core Product

• Easy, Pleasant buying experience

• Fun • Camaraderie • Performance

• 4 part male ACapella • 7th chords • Genre

Product: What differentiates your product from your

competitors. How do you uniquely meet your customers

needs that your competition does not One product for all markets or multiple products

Need Target Market

SWOT Goals


Product Decisions: External Customers vs Internal Customers

Need Target Market

SWOT Goals


External Product: How many shows What kind of show What theme Types of songs Stage vs Cabaret

Need Target Market

SWOT Goals


External Product: How do the shows differ from one another and the

competiton How do they impact our other shows What impact will they have on our brand Location and venue

Need Target Market

SWOT Goals


Internal Product: CACM is one way to address this What type of chapter do we want to be What type of chapter will attract our community Your chapter meeting as a product

Need Target Market

SWOT Goals


Product: Be careful: we can and should modify, eliminate,

reposition, improve our products if they are not working BUT if you change your position and brand too often you will lose your identity with the customer.

Need Target Market

SWOT Goals


Placement: Distribution/Logistics How do we make our product available to the

community Key aspect in marketing that is overlooked MUST get the product to the consumer in an

efficient, effective manner to make the sale

Need Target Market

SWOT Goals


Placement: Distribution/Logistics Where do we perform Where do we rehearse What channel will most effectively distribute

product the way the customer expects and wants Customer driven Lot size – what is the minimum purchase size

Need Target Market

SWOT Goals


Promotion: How do we let our target market know about our

product?

Need Target Market

SWOT Goals


Promotion Options: Advertising Sales Promotions Personal Selling PR Direct marketing

Need Target Market

SWOT Goals


Promotion Options: Internet Customer retention Trade fairs Email list

Need Target Market

SWOT Goals


Promotion Questions: What is my objective Is this promotion connected with the rest of my

marketing strategy Who is the target market What is my message

Need Target Market

SWOT Goals


Promotion Questions: What media will I use What is my budget How will I measure the impact

Need Target Market

SWOT Goals


Advertising: Distinguish your self from the competition and

dominate the marketplace

Need Target Market

SWOT Goals


Elements of a good advertisement: Clear goal/objective for the promotion Your ‘Inside reality’ is good Unique value proposition

Need Target Market

SWOT Goals


Elements of a good advertisement: Value proposition is demonstrated in an attention

grabbing way Clear call to action Consistent, long-term activity

Need Target Market

SWOT Goals


Examples of a good advertisement: Nike, "Jogger“ The Guardian, "Three Little Pigs"

Need Target Market

SWOT Goals


http://bcove.me/x75flg0w�

http://bcove.me/wsdvxes6�

Non-Personal: Advertising in Media Creates awareness Describes features Suggest uses Positioning, Branding Where to buy

Need Target Market

SWOT Goals


Non-Personal: Advertising in Media But many times does not close a sale

Need Target Market

SWOT Goals


Personal Selling: Spreads message through individual contact Great for complicated or specialized, small target

markets, individualized choices We should all be BHS salespeople This is ‘Supercharging Your Chapter’

Need Target Market

SWOT Goals


Sales Promotions: Samples Coupons Contests Discounts Bundled sales package

Need Target Market

SWOT Goals


Sales Promotions: Can create some action short term Can be aimed at consumer or distributor

Need Target Market

SWOT Goals


Public Relations: Non paid communication i.e. media story Good for creating brand Use to show your chapter as a good citizen and

contributor to the community. It will encourage public acceptance of your brand

Need Target Market

SWOT Goals


Price: Price captures the value that the other 3 P’s have

created. If we were successful in creating a value then the price will be determined by the perceived value

Need Target Market

SWOT Goals


Price: What are my goals and how does price affect that What are my costs What is the market willing/able to pay, market rate What is my competition doing What discounts will we use and who gets them

Need Target Market

SWOT Goals


Price: Low price leader vs High price, High quality Customized price by market Seating preferences, group tickets, family tickets, multiple

show packages, time of purchase, loyalty pricing or ‘frequent flyer’ price

Need Target Market

SWOT Goals


Make It Happen!

Need Target Market

SWOT Goals


Let’s Sing Something

Chapter Marketing Checklist

Chapter Marketing VP Marketing Checklist Written Annual Marketing Plan Chapter Website Social Media: Facebook, YouTube, etc Communication with members Chapter Newsletter Communication with patrons Email List

Updated chapter database and Ebiz List of local media contacts Promote district/society events in chapter Attend district events LA, Convention, Interchapter events

Marketing Research, Surveys SWOT Analysis Involved in the community Involved in local school music programs

BHS 75th Anniversary

April 11, 2013

Societies intent is to get every state and province to proclaim April 7-13 as Barbershop Harmony Week

Can we get our local communities to do the same thing?

Contact the Media Office at your local gov’t office to start the process.

Use the letter to the Governor as a template. Offer to have a youth quartet perform for the

officials at the proclamation ceremony. Use as an opportunity for photo ops and

positive PR for the officials.

Celebrate Harmony 75th Anniversary show Download on the BHS website Could we get every chapter to perform the

show sometime this year Could we get more chapters to do joint shows

like Lansing has co-ordinated

http://www.barbershop.org/celebrate-harmony-societys-75th-anniversary.html�

Other Ideas Send press release to the media Contact your local media outlets for coverage plenty of resources online on how to do a

press release, publicity, and PR

Other Ideas Vinyl banners available from BHS that can be

attached to your chapters regular 3 x 8 banner

Connect every activity this year to the 75th

Anniversary

Other Ideas Hold a ‘Birthday Party’ on April 11 or sometime

that week. Could we co-ordinate so that every chapter has

a similar event during that week? Sing Happy Birthday to those 75 and over

Other Ideas Get local media personalities to MC your 75th

show Use OC Cash’s original letter for your 75th

activities

Society Marketing Efforts

American Choral Directors Association

Monthly full page ads on the back cover of the ACDA magazine

ACDA Executive Director, Tim Sharp, will be the Keynote speaker this year at Harmony U

ACDA Michigan www.acdami.org

Deborah Fristad, President

http://www.acdami.org/�

Acknowledgments

John Gourville, Professor of Marketing at Harvard Business School; 2010 National Arts Strategies

Michael Norton, Associate Professor of Marketing at Harvard Business School; 2010 National Arts Strategies

Ferrell, Lucas, Luck; Strategic Marketing Management (South-Western Publishing, 1994)

Cravens, Piercy; Strategic Marketing, Seventh Edition (McGraw-Hill, 2003) Terpstra, Russow; International Dimensions of Marketing (South-Western

Publishing, 2000) Lodish; The Advertising and Promotion Challenge (Oxford University Press, 1986) Belch, Belch; Advertising and Promotion (McGraw-Hill, 2004) Bateson, Hoffman; Managing Services Marketing (The Dryden Press, 1999) John O’Dell; Fresnel Pointe; www.fresnelpointe.com

james o’dell - pioneer district our passion.pdf · million stradivarius. he played for 43...

Documents