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30 December 2005
Unravel the potential of non-profit organisations
I went to the local public library today and received an interesting proposition. Borrow 8 books, and I stand a chance to win an exclusive
Narnia hamper.
Borrow. I didn’t even have to pay a cent. The library was trying to increase its readership, particularly amongst the young I suspect, and they were happy to use the Narnia merchandise hamper to dangle as a carrot. What an interesting idea I thought.
But I think the real winner were the movie marketers. By just supplying a few merchandise hampers, they are able to market themselves to the thousands of kids and parents with kids in a very subtle manner.
And with the library, a wholesome educational place supporting the movie, parents may subconsciously register that the movie Narnia is a good family show to watch with their kids.
So a great win-win partnership envisioned here, the library achieving its objectives of increasing readership, and the movie marketers getting more people into the movies to watch Narnia. A clever selection of a non-profit organization to work with, coupled with a promotional gift, allows you to stretch your marketing dollar to the maximum.
Unravel the marketing potential of non-profit organizations, and reach out to their defined target audiences.
Ian Choo, 30 December 2005
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December 2005
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