Professional Documents
Culture Documents
1. The 12 P’s of Business/NPO Marketing Going Beyond the “4 P’s of Marketing” in a Service
Business or Nonprofit
o You’ll learn:
o And, more!
o David Carrithers
o There’s more to running and marketing a Business/NPO than what we learned from
the “4 P’s”
o The standard 4 P’s are just one part of the formula. To understand the entire
formula we need to start from the beginning – “The 4P’s of Business/NPO”
5. 13 th P = Pickle
o Everyone is a consumer
o Limited:
Time,
Money,
Brain space
No matter what you do, you must develop your market & brand
o Positioning
o People
o Process
o Plan
7. 1. Positioning
o It is the core message you want to deliver in every medium to influence the
perception of your product, service and/or organization.
o This should be the very first exercise you go through for your business/NPO and
each product or service you sell/provide.
8. 1. Positioning (continued)
FOR WHOM: What people do you serve? Make a list and prioritize if
necessary
WHAT NEED: What are the special needs of the people you serve?
Determine urgent needs. (categorize needs as urgent, important or useful)
AGAINST WHOM: With whom are you competing? How are they
positioning themselves?
9. 1. Positioning (continued)
o Develop the Statement - write a sentence that gives you a distinct advantage (not
just presents a value as a superlative claim)
o <company/product> is a
10. 2. People
o People, whether the employees, clients, supporters your market, or someone else
impact your Business/ NPO each and every day.
o The right people treated the right way can create a successful business or
organization.
o In brief consider every interaction and target audience you have; Build teams;
Create partnerships.
12. 3. Process
o Evaluate the way you do business so that it better supports your goals.
o Make the business or organization work for you – work ON your business/NPO vs.
you working IN the Business/NPO.
o Think through every single step of what you do and how to make it better. Your
Business/ NPO and marketing processes should be able to run without you.
13. 4. Plan
o Did you know that simply by writing down a plan you have an 85% chance of putting
it into action vs. those who don’t write down their plans have somewhere around a 10% chance
of putting it into action. The simple act of writing it down imprints the plan into your subconscious
and your subconscious puts it into action with your conscious. So, isn’t it worth it to write out a
plan for your Business/NPO and marketing? You’ll put the odds in your favor.
14. 4. Plan (continued)
Marketing Tactics – what you will produce for acquisition activities (direct
mail, flyers, product brochures, etc.); what you will do for PR; what you will need for
retention activities (follow-up letters, up-sell, etc.); what you will need for internal
communications; and what other marketing communications will you need (website, etc.)
o Product
o Price
o Place
o Promotion
16. 5. Product
o How is it described?
o How is it packaged?
o Who is it for?
17. 6. Price
o Determine the price you need to set for their product or service.
o How do you get paid for the extra value you bring?"
18. 7. Place
o Are you in the right place to best target their customers – building, shelf placement,
advertising, Website, etc.?
o What are the touch points you need to have in place to reach your potential
clients/customers?
19. Be Creative
20. 8. Promotion
o How to promote the product or service via numerous types of media whether it be
advertising, direct mail, word-of-mouth, or direct sales.
o Are your Marketing Communications fully integrated with your Business/NPO and
Sales strategies?
o Proposal
o Please
o Project Management
o Punctuate
23. 9. Proposal
o You want to demonstrate your knowledge of the client’s needs and match those
needs with solutions that are priced right. If you’ve done your homework – in the first 8 P’s – you
will have a good idea of what is competitive in your market.
Situation
Objectives
Measures of Success
Expression of Value
Deliverables Outlined
Options
Timing
Joint Accountabilities
Acceptance
o Ask for the job, project, donation in a polite and professional way.
o You can also consider approaching your “warm market” for help.
o Follow through!
o Now you have a signed contract. The best way to market your Business/NPO in the
future is by providing good service today.
o You already outlined the process in step 3, bring your client into the mix and work
the process or program.
o Positioning
o People
o Process
o Plan
o Product
o Price
o Place
o Promotion
o Proposal
o Please
o Project Management
o Punctuate
o 4 P’s of Business
o With all of these P’s in place you’ll be P roactive and have the P otential to create P
rofits & donations just by being the best P rofessional at what you do.