- What specific groups of potential customers/clients (markets) might have which specific needs (nonprofits often already have a very clear community need in mind when starting out with a new program -- however, the emerging practice of nonprofit business development, or earned income development, often starts by researching a broad group of clients to identify new opportunities for programs)
- How those needs might be met for each group (or target market), which suggests how a product might be designed to meet the need (nonprofits might think in terms of outcomes, or changes, to accomplish among the groups of clients in order to meet the needs)
- How each of the target markets might choose to access the product, etc. (its "packaging")
- How much the customers/clients might be willing pay and how (pricing analysis)
- Who the competitors are (competitor analysis)
- How to design and describe the product such that customers/clients will buy from the organization, rather than from its competitors (its unique value proposition)
- How the product should be identified -- its personality -- to be most identifiable (its naming and branding)
Outbound Marketing Includes:
- Advertising and promotions (focused on the product)
- Sales
- Public and media relations (focused on the entire organization)
- Customer service
- Customer satisfaction
Too often, people jump right to the outbound marketing. As a result, they often end up trying to push products onto people who really don't want the products at all. Effective inbound marketing often results in much more effective -- and less difficult -- outbound marketing and sales.
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