Think + Do » an exploration of mission-driven marketing and design
Imagine a crisp autumn day. A teenager is visiting a college campus with her parents. It’s just one step in a lengthy selection process of reviewing websites, speaking with friends and relatives, and weighing the pros and cons of one school versus another.
Even though most people aren’t given a national TV audience to announce their plans, it is widely assumed that a big decision – choosing a school, volunteering time or money, pursuing a job – demands deep thought. But does it really work that way?
In our experience with regional public universities, we’ve noticed the opposite is true. Prospective students are not very familiar with many schools, often making their choice based on general – and sometimes inaccurate – impressions. In other words, the common perception – touring multiple campuses, filing lots of applications, sorting through piles of information – is the anomaly, not the rule.
Just the facts, ma’am
As noted in Jonah Lehrer’s book How We Decide, it turns out our brains weren’t designed to be rational or logical or even particularly deliberate. This can be seen in all walks of life, for instance:
- In an age of unprecedented dissatisfaction with our elected representatives, incumbents are still re-elected nearly 90% of the time. Even taking into account an incumbent’s built-in advantages, this doesn’t seem possible.
- Kobe Bryant is considered by many to be the premiere basketball player on the planet. Who else would you want shooting the ball with the game on the line? Based on statistical analysis, dozens of players perform better under pressure. While Bryant makes a lot of clutch baskets, he is not more skilled at making those shots, he just takes more of them than other players.
The facts suggest we persistently disregard information that would be helpful in making our decisions.
If I’ve heard of you, you must be good.
With exposure to a barrage of daily messages and with access to a world of pretty good – or at least largely indistinguishable – choices at our fingertips, we often take decision shortcuts by turning to the familiar. It’s as much a coping mechanism as it is a reflection on what we value or believe.
We trust who and what we know.
Are we doomed?
So, while this is great news for Goliath, it represents a daunting marketing challenge for underfunded nonprofits with little name recognition. How can you compete?
- If you’re well-positioned in the minds of consumers, the pool of competitors shrinks. We’re this, not that. It’s called branding.
- You’re less well known than you think. Invest in some small-scale market research so the right messages are reaching the right people.
- Expand your communications beyond the low-hanging fruit. Anyone can preach to the choir and remain a well-kept secret. Using social media can strengthen connections with customers and turn them into advocates.
Like you, your audience is faced with decisions every day. To guide your marketing decisions, remember to ask: How can we get more people to know, like, and trust us? Becoming the familiar option will help more people choose you.
We’re always in search of fresh thinking on issues that affect nonprofit marketing. Here’s some recent favorites:
What I Learned from YouTube
The Chronicle of Higher Education
Taylor Momsen Did Not Write This Headline
The New York Times
iPad Usability: First Findings from User Testing
by Jakob Nielsen
There are a few unwritten rules in marketing, including: people don’t read, social media is a game changer, and the more data the better. But what happens when best practices aren’t?
For every adage, there’s a counter-intuitive example that proves the folly of following absolutes. The death of reading, it turns out, is greatly exaggerated. According to researchers at the University of California in San Diego, people are reading nearly three times as much as they did 30 years ago. And how does it change your marketing efforts if the hottest social network of 2009 isn’t as social as expected? With only 27% of its users actively participating, Twitter is becoming more of a news feed than a social network.
The propensity to follow conventional wisdom is understandable. Entire businesses are built on “the wisdom of crowds.” (See Netflix and Pandora, among others.) Without question, using good data and the experience of others to guide decision-making is safer and more efficient than reinventing the wheel. It eliminates the big mistake. But it also eliminates the transcendent.
Because few people trust their intuition or instincts as much as their data, a lot of marketing efforts tend to look and sound alike. Unfortunately, original ideas aren’t the result of number crunching or focus groups. As Henry Ford noted, regarding the first car he ever built: “If I’d asked my customers what they wanted, they’d have said a faster horse.”
It takes courage to be unconventional.
When we encounter bold ideas, we’re inevitably drawn to their audacity, often nodding reverently: “I wish I’d thought of that!”
The Flip has been the best-selling camcorder on Amazon.com since the day of its debut, capturing about 13% of the market. Yet no market research suggested an unmet need for a virtually featureless video camera.
When is a risky choice a good idea? When it works, of course! In the most recent Super Bowl, the New Orleans Saints’ onsides kick to start the second half was widely credited with turning the game in their favor.
More marketing failures are the result of trying to please everybody than going against the grain.
Innovation comes from asking the right questions
I only know one graphic designer joke: Q: How many designers does it take to screw in a light bulb? A: Does it have to be a light bulb?
Without exploring what is possible – and even what may seem impossible – no one generates new ideas. The more you question the status quo, the more often you try something new or different, the more likely your ideas will break new ground.
In an undifferentiated marketplace with a multitude of pretty good choices, falling back on conventional wisdom just won’t cut it any more. Or as your mom might say: “If everyone else jumped off a bridge, would you do it too?”