Festival 2016 - Usando ferramentas de marketing
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The document discusses using marketing tools to better understand donors and improve fundraising efforts. It emphasizes gaining a deep understanding of how donors think and live in their daily lives. Traditional socio-demographic factors only partially explain donors, so the goal is to understand people's lifestyles and attitudes. Two case studies are presented of men who share demographics but have very different worldviews, interests and consumption behaviors. Understanding psychographics and semiotics can provide valuable insights into donor segmentation and targeting.
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Festival 2016 - Usando ferramentas de marketing
- 1. www.captadores.org.br#festivalABCR Usando ferramentas de marketing para melhorar sua captação de recursos Anne-Laure Pernee Kapoor aperneekapoor@icrc.org
- 3. www.captadores.org.br#festivalABCR Today, more than ever, detailed knowledge and a profound understanding of how donors lead their everyday lives and how they think and feel can make a big difference in our positioning and fundraising efforts
- 4. www.captadores.org.br#festivalABCR The goal is to understand people in their day to day life While the traditional socio-demographic criteria such as age, education or income are valuable as a descriptive They contribute only partially to understand our donors
- 5. www.captadores.org.br#festivalABCR Two men They were born in 1948 They were born in the UK They are married They each have adult children Each enjoy a successful career They are very wealthy
- 6. www.captadores.org.br#festivalABCR Are they part of the same target group? Do they have the same lifestyle and consumption?
- 7. www.captadores.org.br#festivalABCR Two men with much in common… … yet very different basic orientations Charles Prince of Wales Ozzy Osbourne Prince of darkness
- 8. www.captadores.org.br#festivalABCR Prince of Wales Prince of darkness MUSIC FASHION PURCHASE VACATIONS HOBBIES HOUSE EDUCATION
- 9. www.captadores.org.br#festivalABCR Prince of Wales Prince of darkness MUSIC FASHION PURCHASE VACATIONS HOBBIES HOUSE EDUCATION
- 10. www.captadores.org.br#festivalABCR Prince of Wales Prince of darkness MUSIC FASHION PURCHASE VACATIONS HOBBIES HOUSE EDUCATION
- 11. www.captadores.org.br#festivalABCR Prince of Wales Prince of darkness MUSIC FASHION PURCHASE VACATIONS HOBBIES HOUSE EDUCATION
- 12. www.captadores.org.br#festivalABCR Brain and behavior of the Traditionalist • The concentration of noradrenaline and cortisol is considerably increased in the Traditionalist’s brain. As a result, the risk adverse Traditionalist is not seeking new experiences. He examines everything thoroughly and remains sceptical about innovations. Uncertainty is his biggest enemy. Traditionalists seek order, control and stability and therefore love and preserve rituals and traditions. Store experience and visual merchandising for Traditionalists • Focus on (certified) quality; clear structures, cleanliness and a comprehensible guiding system. Subtle colours and a clear assortment with only few product alternatives are preferred. Local is a bonus and consistency an absolute must. Brain and behavior of the Hedonist • The brain of Hedonists is dominated by the happiness hormone dopamine. As a consequence, Hedonists are driven by creativity, innovations, and extraordinary experiences rather than relying on reflection. They often appear as very individualistic, are spontaneous, curious and actively avoid routines. Store experience and visual merchandising for Hedonists • Highly inspiring, fashionable, aspirational. Interactive zones and technologies, strong multi-sensory experience, intense lighting, bright signage. Innovations are more than welcome. Quality plays a minor role – experience and fun are what matters! Charles the Traditionalist Ozzy The Hedonist
- 15. www.captadores.org.br#festivalABCR • Group together people who are similar in terms of their attitude to life and ways of living. • Basic values serve as input for analysis, along with everyday attitudes towards work, family, leisure, money & consumption. • Milieus draw the human being and his/her entire social environment and everyday‐life system of reference into the field of vision.
- 16. www.captadores.org.br#festivalABCR • Know & understand their existing donors’ values, goals in life, lifestyles and attitudes in order to reach to new ones • Paint a holistic picture of the target: –how do they perceive themselves & their environment –what they do and don’t like –how they live, think, feel and make judgements
- 19. www.captadores.org.br#festivalABCR A TRADITION “to belong” rules, norms, authority C MODERNITY “to indulge” self-centered B ADAPTATION “to advance” quality of life Old Established Established Upper Class (Cosmopolitans) Fun & Money Modern Performing Success- Oriented Adapting Mainstream Digital Avantgarde Traditional Popular Urban working class HIGHER 1 MIDDLE 2b MIDDLE 2a LOWER 3 Social Status Basic Values
- 20. www.captadores.org.br#festivalABCR +100’000 new donors in 3 years +20’000 at the time of the analysis
- 26. www.captadores.org.br#festivalABCR Semiotics is the study of meaning-making, the study of sign processes and meaningful communication • This includes the study of signs, indication, designation, likeness, analogy, metaphor, symbolism, signification and communication. • Semiotics is closely related to the field of linguistics, which, for its part, studies the structure and meaning of language more specifically.
- 28. www.captadores.org.br#festivalABCR • Studies have shown that semiotics may be used to make or break a brand. • Culture codes strongly influence whether a population likes or dislikes a brand’s marketing, especially internationally. If the organization is unaware of a culture’s codes, it runs the risk of failing in its marketing and visibility building.
- 32. www.captadores.org.br#festivalABCR • Response was overwhelming and showed true warmth and support • Over 2000 messages received in French, German, English and Italian • Over 10% of those that received the card responded
- 37. www.captadores.org.br#festivalABCR Ethical ideals, Swiss values of enlightened Humanitarianism Delegates are idealized as selfless heroes with tireless perseverance Homely image of the better world Connection with delegates is emotional & familiar
Hinweis der Redaktion
- Ozzy the Hedonist
- Sinus‐Milieus are the result of over three decades of research in the social sciences field. Through this analysis, they provide the marketing sector with strong information and decision support.
- Given today’s ‘attention economy’, communication is obliged not only to deliver sensible arguments but also to engage with the target group’s sensuous and emotional side.
- WORLWIDE EXPERIENCE SINCE 1997 WITH OVER 300 INTERNATIONAL STUDIES IN MORE THAN 30 MARKETS
- The “Sign of hope” campaign was created to acquire new donors by demonstrating the ICRC’s unique and vital role in helping victims of conflicts. The DM pack is thus focused on the ICRC mandate, its history, its international scope and it needs of support from the general public. The pack was generic and no sensationalism was used. “Sign of hope” was tested against other DM packs (Forgotten conflicts, Children and conflicts), so far “Hope” has been performing way better for all type of mailings (door drops, prospect lists, existing donors).
- Color-coding hot- and cold-water faucets (taps) is common in many cultures but, as this example shows, the coding may be rendered meaningless because of context. The two faucets (taps) probably were sold as a coded set, but the code is unusable (and ignored), as there is a single water supply.
- A good example of branding according to cultural code is Disney’s international theme park business. Disney fits well with Japan's cultural code because the Japanese value "cuteness", politeness, and gift giving as part of their culture code; Tokyo Disneyland sells the most souvenirs of any Disney theme park.
- In contrast, Disneyland Paris failed when it launched as Euro Disney because the company did not research the codes underlying European culture. Its storybook retelling of European folktales was taken as elitist and insulting, and the strict appearance standards that it had for employees resulted in discrimination lawsuits in France. Disney souvenirs were perceived as cheap trinkets. The park was a financial failure because its code violated the expectations of European culture in ways that were offensive.
- Thank you post card sent to all the donors in Switzerland that made a gift in the course of that year Tear-off voucher was there to send greetings and encouragements to ICRC staff if they wished to