Lecture 4 - Listen to the World around You IMPORTANCE OF...

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Listen to the World around You – IMPORTANCE OF MARKET RESEARCH IN NPO’S
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This lecture is about . . . The importance of listening in marketing Offline and online strategies and tools for listening How to use what you learn by listening to improve your marketing
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FORMAL LISTENING STRUCTURE In Person Online Tools
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CONVENE INFORMAL FOCUS GROUPS Six to twelve people Find a location closer to target audience Offer them a meal Every member should be member of particular target audience group that you have previously defined
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Develop a discussion guide Six questions per hour, up to two hours per session Broad questions about experiences Don’t look for particular answers Make notes to record first impressions
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Advantages of listening Recruiting the right people Develop effective newsletter or fundraising appeal letter Reduces the marketing cost
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Online tools Conduct online surveys Analyze your web and email statistics Review media kits and advertising Watch for relevant polling and survey data Monitor online mentions and social media
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Conduct online surveys Good email list Large enough web Social media presence
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Analyze your web and email statistics “A basic website statistics program, which is typically included in your website hosting package, will show you which pages they are staying on the longest and the pages through which they entered and exited your site. Your
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  • Summer '13
  • hina
  • Marketing, Social network service, Web feed, Google services

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