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An Airplane Magazine, Through Non-Profit Eyes: Part 2 of 5: Lynn Power
I rarely read the airlines' magazines when flying because I'm generally doing one of the following: reading something I brought along for the flight, sleeping, or working on my computer. For some reason (even though I had the capability of doing any of these preferred activities), the July 2010 issue of Delta's Sky magazine caught my eye on a recent Baltimore-NYC-Boston trip. Well, not just "some reason," but the fact that the cover story was entitled The Mad, Mad World of Advertising. The magazine tied interviews with leading advertising professionals in with an article about the hit show, Mad Men.
I found some great material from those interviewed in the magazine and bring you the following quotes, Through Non-Profit Eyes. The direct quotes are from Sky.
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Sky: Power joined ArnoldNYC in 2005 and has helped build iconic brands such as Hershey's, Lee Jeans, Gillette, L'Oreal, Duracell, American Express and Pizza Hut. During her 20-plus-year career, she's worked at McCann, BBDO and O&M, among others, but says shes is thankful every day for the entrepreneurial idea-driven culture of Arnold.
Some of the firm's work:
Power: Don't try to manufacture coolness or try to be hip; consumers can see through that. Just be true to who you are, understand your DNA and make it relevant to people today.
More Donors Blog: The Old Spice Guy caused a stir recently with the viral nature of the campaign. Now that reports indicate a spike in sales for Old Spice, everyone - many non-profits included - want to know how to plan such a campaign. As @geoffliving and I tweeted back-and-forth about last week, trying to mimic the campaign is not the best plan. What non-profits need to know, though, is:
- "You don't win if you don't play." Obviously, you'll never have a successful non-profit viral campaign if you don't have content online.
- Don't anticipate a campaign going viral just because you really, really want it to.
- Have fun.
P: Obviously, we want people to be inspired to go try and buy the product we're marketing. But often just a "Wow, I didn't realize that" can be just as effective for a brand that is a bit outdated
MD: I think this is partially true for non-profits, but this is one of the areas where fundraising and advertising differ. Coke wants to beat Pepsi. The average non-profit wants to earn your support. Sometimes the tried-and-true practices will do just find for non-profits - direct mail appeals, newsletters, email campaigns, phone campaigns, etc. But to stand out with new campaigns will also help your cause. So:
- Be original. What makes your organization unique? How can you promote in a way that is unique to your organization and its mission?
- Ask your constituents to get creative on your behalf. Ask for videos and promotional material from your followers and supporters.
Quotable Tweet:
photos courtesy of Arnold, Twitter & Sky
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