Monday, April 19, 2010
Channel Emphasis
Because the strategy for the AAVC is acquisition/stimulate demand, our focus will have to be on educating potential donors about the value of sponsoring the AAVC and cycling broadly. Since we are seeking donors, it seems to me like our proposition is fairly low-involvement and the cost is highly variable and relative depending on the donor, though generally my feeling is that the donors will see this as a low-cost investment. There are not many organizations that the AAVC is dependent on to operate or offer our products (teams and events). So using the Big Picture framework I think this means that we have a short channel and relatively narrow distribution.
Subscribe to:
Post Comments (Atom)
Can you talk more about what exact channel you are going to use. I definitely agree that it should be a short channel for donations and it should be a narrow distribution since not too many people would share this interest. You should focus on your target customer very carefully.
ReplyDeleteI am slightly confused about what you mean by "low involvement" in your proposition. If you mean that the donors will not have to be seriously involved with the organization after they donate, I agree that you can emphasize the low involvement aspect. On the other hand, I imagine that the decision to donate significant amounts of money would be a relatively high involvement decision. Are you trying to attract head-loyal customers? I think head loyalty among donors would be something you want to build through your marketing communications. I look forward to reading your marketing plan in its entirety!
ReplyDelete