Marketing on a ShoestringMarketing on a ShoestringMarketing on a Shoestring

ACA Institute for Leadership TrainingPresented by Richard Yep

July 31, 2009

Marketing on a ShoestringMarketing and promotion of a product, a service or your

organization

Marketing and promotion of a product, a service or your

organization

Marketing on a shoestring:Using few financial

resources to convince a consumer to purchase your

product or service

Marketing on a shoestring:Using few financial

resources to convince a consumer to purchase your

product or service

Marketing on a ShoestringWho are your consumers?Who are your consumers?

What motivates people to purchase or participate?

What motivates people to purchase or participate?

1. Volunteer to write a column in the local paper.

2. Pitch story ideas to local television news shows.

3. Get on the “AM” show.4. Invite elected officials to your

member’s worksite5. Present an award to a local official, let

the media know

1. Volunteer to write a column in the local paper.

2. Pitch story ideas to local television news shows.

3. Get on the “AM” show.4. Invite elected officials to your

member’s worksite5. Present an award to a local official, let

the media know

6. Organize or participate in a community fair at the local mall or town center

7. Go viral by asking members to spread the word about a product or service

8. Do a blast e-mail making a special offer if customers respond by a certain deadline

9. Make it fun

6. Organize or participate in a community fair at the local mall or town center

7. Go viral by asking members to spread the word about a product or service

8. Do a blast e-mail making a special offer if customers respond by a certain deadline

9. Make it fun

10. Partner with another organization11. Provide “comp” tickets for members

to give away12. Find a bedfellow13. Radio shows14. Get to know assignment editors15. Join and get an immediate discount

10. Partner with another organization11. Provide “comp” tickets for members

to give away12. Find a bedfellow13. Radio shows14. Get to know assignment editors15. Join and get an immediate discount

16. Organize a human services career fair17. Work with call-in talk show or local

newspapers to respond for an evening of questions and answers

18. Habitat19. Food bank20. Senior center

16. Organize a human services career fair17. Work with call-in talk show or local

newspapers to respond for an evening of questions and answers

18. Habitat19. Food bank20. Senior center

Be creative and have fun!Be creative and have fun!