Presented by Rachel Jolly of Vermont Works for Women at the Vermont Nonprofit Conference 2011, held by Common Good Vermont on April 14, 2011.

1. Spike advertising incorporated

2. Hello.

3. Spike advertising incorporated Making a difference by being different.

4. Spike advertising incorporated Be different or don’t bother.

5. Spike advertising incorporated No body cares what you have to say. (Sorry.)

6. Spike advertising incorporated Marketing is the management process through which goods and services move from concept to the customer. As a practice, it consists in coordination of four elements called “the 4 Ps”: (1) identification, selection, and development of a Product, (2) determination of its Price, (3) selection of a distribution channel to reach the customer’s Place, and (4) development and implementation of a Promotional strategy. As a philosophy, marketing is based on thinking about the business in terms of customer needs and their satisfaction. Marketing differs from selling because (in the words of Harvard Business School’s emeritus professor of marketing Theodore C. Levitt) “Selling concerns itself with the tricks and techniques of the values that the exchange is all about. And it does not, as marketing invariably does, view the entire business process as consisting of a tightly integrated effort to discover, create, arouse, and satisfy customer needs.

7. Spike advertising incorporated Marketing is the management process through which goods and services move from concept to the customer. As a practice, it consists in coordination of four elements called “the 4 Ps”: (1) identification, selection, and development of a Product, (2) determination of its Price, (3) selection of a distribution channel to reach the customer’s Place, and (4) development and implementation of a Promotional strategy. As a philosophy, marketing is based on thinking about the business in terms of customer needs and their satisfaction. Marketing differs from selling because (in the words of Harvard Business School’s emeritus professor of marketing Theodore C. Levitt) “Selling concerns itself with the tricks and techniques of the values that the exchange is all about. And it does not, as marketing invariably does, view the entire business process as consisting of a tightly integrated effort to discover, create, arouse, and satisfy customer needs.

8. Spike advertising incorporated Marketing is the sum total of impressions, experiences and relationship people have with you and vice versa .

9. Spike advertising incorporated

10. Spike advertising incorporated If the branding is wrong, so is everything else.

11. Spike advertising incorporated Brand Position What are you and who are you for?

12. Spike advertising incorporated Brand Promise Creates external expectations and internal responsibilities.

13. Spike advertising incorporated Elevator Speech

14. Spike advertising incorporated If you fail to plan, plan on failing.

15. Spike advertising incorporated Who can help you the most? Who can hurt you the most?

16. Spike advertising incorporated If you do nothing else, leverage what you’re already doing.

17. Spike advertising incorporated How long is a piece of string?

18. Thank You.