My internet marketing studies are having an effect on me.
I’m starting to analyse advertising and promotion like never before.
You see, before I began my marketing studies I used to respond to adverts or direct mail like a typical consumer. I rarely stopped to consider how an advert or direct mail piece was put together; I would react without trying to work things out: buy it or bin it.
But now I can’t help but stop and think about the quality of adverts, or the missed marketing opportunities made by others that I see around me.
Now, at my current stage of marketing experience or practice, who am I to cast judgement on the work of others?
But a missed marketing opportunity dawned on me today.
It’s Not the Winning, It’s the Taking Part
I took some time off today to watch my wife and daughters participate in a Cancer Research ‘Race For Life’, 5K run (about 3 miles) for charity in the grounds of Sherborne Castle, Dorset.
It was a glorious sunny day with a cool breeze and patchy cloud; just right for the runners. They could not have had better conditions.
With over 2,500 female participants and about the same number of supporters, I guess the crowd numbered at least five thousand people, probably more.
I recall that the organiser told us over the PA system that they expected to raise over £123,000 from sponsorship of the event. A good result, I reckon, for a very worthwhile charity.
The runners assembled, they all set off and I then set about buying an ice cream for my gorgeous little granddaughters.
But as I stood there waiting, I noticed that there was only one ice cream vendor and one other food cart selling crepes. With so many people milling around I couldn’t help thinking about ways of generating money. Not for me, you understand, but for the charity.
There were no volunteers mingling with the crowd collecting money with cans, or selling hats, T shirts, notebooks, gifts, toffee apples (!) etc., anything.
Yes, there was a donation tent, but how many people walked over to it to make a donation. Not enough, I bet.
A Lesson in Marketing
I started thinking about how an internet marketer would have several opportunities on the page to place an order, make use of an up-sell, a down-sell, and have a call to action – to get coins out of pockets.
Again, it’s about taking action and not missing an opportunity: you don’t ask you don’t get.
People are lazy, they won’t always come to you; you need to put yourself in front of them. But once you’ve got the traffic…
Maybe the charity are uncomfortable with it and see it as hard sell, I don’t know.
But as I drove away from the event I couldn’t help thinking about it. If I was involved in the organising, how would I have improved it?
It seemed to me that it was a missed opportunity to earn some extra cash from an audience that was warm to the cause, and in a good mood from a very positive event.
I sensed that the crowd were in the right frame of mind to give, but they weren’t given the chance to oblige. The relationship was established but not cemented.
All the more so when it would normally cost £5 to visit the castle and enjoy its beauty but entry today was free.
Don’t get me wrong, I’m not criticizing, I’m just commenting on the way the experience today made me aware of how my thinking has changed; I am beginning to develop a marketing stance.
Nice to know that something is working and my course training is having some effect.
That was a good observation that you made there Peter. Isn’t it amazing what a little shift in thinking can do to us? You’re right they should’ve had more vendors selling more things and thus raising more money because I bet people would be happy to buy especially if it’s for a cause.
Anna
Anna Haller´s last [type] ..Planning – The key to your success
Hey Peter,
You are spot on with your observations and I experience something similar whenever I watch promotions or ads ever since I started my online marketing career. Isn´t it amazing how many opportunities are out there where we can bring in our knowledge and help improve businesses – or charity in your story´s case? If there is going to be another Race for Life next year why not offer your gratis help to the organization and try to implement some improvements to raise more money for this worthy cause next time?
Your post is also a good example of story telling as a means of transporting a message. Good one.
Mirko
P.S. I hope to have sorted out the problems with my comment section on my blog. Looks like it is an editor plugin that was causing this problem with some browsers. Which browser are you using? Chrome? Would love you to be able to leave comments on my blog from now on. Have a great day, Peter.
Mirko Gosch´s last [type] ..Backlink To The Future – How Article Marketing Helps Your Off Page SEO
Hello Mirko,
Good to see you back and I appreciate your comments.
You have a point about me giving feedback and offering help to Race For Life next year.
Funny thing is, analysing media ads and promotions is like being a football fan at times: they know how the game should have been played, and have lot’s of advice to give – but when it comes to getting their kit on and showing how it’s done, then it’s not so easy as it looks!
I suppose it’s because I ‘m a fledgling IM’er that I am reluctant to make direct suggestions now, but happy to make a comment on my blog. Once I acquire my wings, and feel that I am more qualified, then perhaps I will step forward with something concrete to offer.
In the meantime, I will concentrate on getting my own act together.
Best wishes
Peter
Hey Peter,
Just a quick follow up comment. I have had the same sort of reluctance when it comes to my ability to help other people out with what I have learned in my online marketing studies so I certainly understand what your are talking about. Lately I have shifted my ideas on this matter and found that I must get rid of my standard to have acquired complete wings before I start to fly – helping others out that is. You see, this wonderful analogy you´ve come up with can really tell a story. Do birds wait until their wings are fully grown before they start out on their venture to fly? The answer is obvious: No
Therefore I´d like to encourage you to feel comfortable to offer your help to the charity organization. They´ve certainly missed out on the opportunity to perform even better for this worthy cause and your ideas can only help. Plus you´ll get your real life chance to try out your wings. Do it!
Hope everything is well and that you are not going to frustrated if Germany wins the match on sunday
Mirko
Mirko Gosch´s last [type] ..Backlink To The Future – How Article Marketing Helps Your Off Page SEO
Hello Mirko,
Many thanks for your comment and words of encouragement.
As you suggest, I will put my thoughts into an email and send it to them and let you know what their response is.
All is well here, I’ve been away from my PC enjoying the fine weather for a couple of days.
I am afraid I am not a big football fan, but I am English, so I will be supporting them and hope that they do well. From what I do know about it, it will be a good match to watch.
May the best team win!
Peter
Peter-
My suggestion – drop them an email. It can’t hurt. If they choose not to acknowledge it, then so be it. If they do, you have helped them out.
Thought #2 – market yourself. Toss up a base advertisement to help businesses at events with their upsell. Tell them you would take a cut, or work for free if it didn’t work…it may be worth a shot.
Jerry
Jerry @ TheOnlineSuccessProgramBlog.com´s last [type] ..Epic Traffic Systems – three videos review
Hi Jerry,
Many thanks for your suggestion.
I am getting some interesting feedback on this subject, and like Mirko Gosch also suggests, I will have to take some action on this matter!
Your second comment about marketing myself is appreciated and I value your ideas.
Being a member of Alex Jeffrey’s team has already given me some momentum and the very fact that I have my own blog is testament to his influence.
Slowly but surely a plan of action is falling into place. Before long a new ‘being’ will evolve; it’s fascinating to feel it taking place.
Peter
Hi Peter
Great Post! I think about being a marketer ourself, we notice how things are put together and we are always learning form others’ success and mistake.
I would suggest you can get involve more with the chartiy organization, looking for place to offer your service. I believe good things will happen to you, as you got more chance to practice what you’ve learn and they can benefit from your knowledge.
And I think it is important to think of a nice way to approach them as well. Those people who organize it may think you are criticize their ability. I believe they do put a lot of effort to the event to make it happen.
Keep up with the good post! I really like your blog.
Kin
Hi Kin,
Many thanks for your compliment.
I am sure you are right; the more we practice and analyse the better we get.
You are also right to say that there is a right way to approach this.
It would be wrong to criticize but better to assist or suggest.
The charity has done a marvellous job of raising money and it was obvious that a lot of hard work and effort went into execution of the event.
I am giving it some thought, still!
Best wishes.
Peter
Peter,
This is a good point you made.
“People are lazy, they won’t always come to you; you need to put yourself in front of them.”
I will remember it.
Thank you.
Cheryl
Cheryl Jones´s last [type] ..Pages