On my way to pick up my son from preschool, I saw the following advertisement for website hosting:
Always being curious (ABC), I called the number and a man answered what was clearly his cell phone. He sounded like he was from India.
Assuming that there was some guerrilla marketing at work, I asked him to tell me the strategic reasoning for using a road-side sign to advertise web-hosting.
Man: I put the sign outside my house to advertise my services…
Me: How has it been working for you? Has anyone called as a result of the sign?
Man: (laughing) You’re the very first person to call!
Marketing 101: Your medium is the message!
If you are targeting C-level executives who golf, forget about MySpace. If you are targeting tech-savvy hipsters in their twenties, forget about Reader’s Digest. The media you chose says as much about your non-profit as the message itself.
If you liked this, you should read these:
Quick video on Cause-Related Marketing
Your NPO’s Sustainable Energy
The NPO Elevator Pitch
SEO Resource Assessment
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