Monthly Archives: May 2013

Bon Jovi eyes older, lucrative, classier audience

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online marketing

Note the YouTube channel chosen by Bon Jovi's marketers. Maybe they'll be unveiling some unexpected new material.

Online marketing via Google AdWords, Facebook or YouTube is an under-utilised option for many Australian nonprofits. We’ll talk more about this in weeks to come. Meanwhile though here’s one rule for new players: aim squarely at your key audiences unless you have as big a marketing budget as say… Bon Jovi. They which seems to be squarely aiming for some unlikely targets. Is this the best use of their dollar? We guess, that premium seating now comes with complimentary program and knee rug.

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jobville extends free listings

Icon for Post #3445 Australia’s free-for-nonprofits recruitment website has extended its free-for-absolutely everyone offer until September 1.

ethical jobs

Free at last, free at last.

It’s the one Australian job board offering free jobs listings for HR folk everywhere. We list volunteer positions,overseas positions, government and suitable corporate positions.

The site continues to attract new employers including: Reach Foundation, Make-A-Wish and National Institute of Circus Arts.

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Are you propositioning enough people? Probably not.

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Before people transact with you they ask themselves a series of questions:

What does this organisation offer me / what do they do exactly?

Why should I choose this particular organisation?

What’s special / different about this organisation?

Regardless of the nature of the transaction – a purchase, an enrollment,  attendance, a donation or some other form of support; the questions are there. Sometimes prospects ask themselves these questions distinctly and investigate but most times they simple assess you sub-consciously.

marketing conversion formula

MECLABS' conversion formula rates V a 3. Do you too?

How convincingly and succinctly you answer these questions has a huge influence on how many people are converted from browsers into buyers. (And again we mean “buyers” in many forms from donors to volunteers.)

You answer these questions with your value proposition.

Marketing fundamentalists rate value propositions highly as you’ll see in our post about conversion formulas which really is worth reading.

How well do you explain what you do, the value you offer and that you are worth choosing?

Value propositions are easily mistaken for other parts of the marketing game including: mission, vision and values statements (urgh!) and slogans. One thing all three have in common though is that initially, you’ll express your value proposition in words. Short, sharp, persuasive words.

You have to decide what aspect of your many and varied positive qualities you wish to highlight to get the prospect’s business. You might draw a longer bow than you initially think appropriate.

Some value proposition examples: Let’s say you offer an online conflict management classes for parents of teenagers: Teen Tamers.

“Teen Tamer is the convenient, online parenting skills course. Eight sessions in your home to a happier home.” (Emphasis on ease, speed and convenience.)

“The Teen Tamer program was created by real parents of real teens, living in the real world. Let them teach you to tame yours.” (Emphasis on the practicality of the content and empathy of the teachers. Highlights the lack of psychologists and theoretical experts.)

“Our online Teen Tamer program allows you share your challenges, but not your identity.” (Emphasis on privacy.)

Too few nonprofits make their value proposition clear enough, fast enough, persuasively enough. Conversion XL has an interesting post about this.


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Hootville is busy. Here’s why…

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We’re developing websites for Inner Melbourne VET Cluster, a family violence network in regional Victoria and Merri Community Health Service.

media training

Our drums. Oft beaten.

This will be our second website for a community health service having launched Inner South Community Health Service’s new site late in 2012.

We’re also shooting a series of videos for Merri.

Aside from that; there’s torrent of training and emceeing for the Australian Climate Commission, City of Boroondara, Fundraising Institute of Australia, Key Employment, Our Community and many more.

We’re also planning our 2013 public training workshops.


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Meet the latest addition to the internet

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We’ve whelped another website here at Hootville: for our dear client Leading Age Services Australia which represents age care providers, residential and community-based.

website development

Drop in, sign on, help out.

It’s part of a campaign we helped develop to improve funding for the several hundred thousand professionals working in the sector.

The campaign and website’s title comes from the stat that 3 million Australians are aged 65+. We need more professionals to care for them. Worse; with our growing and ageing population we need to find a 300% increase in age sector professionals by 2050. (Thinking of a career change? Call us.) Anyhow – notable features of the site:

This website features a gateway. Our client is eager to garner signatures to the campaign so we created an unavoidable gateway or landing page with a very simple sign-up form.  Please sign up won’t you…

We created printable posters which people can print off and display – particularly in their age services workplaces. We are encouraging supporters to be photographed with the posters and send them in and – guess what – they are.

We used real photography as much as possible, developed case studies of real workers in the sector and distilled some fast facts.

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Reading list May 2013

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Grab your specs and read this stuff as it’s good for you:

fundraising advice

Choice reveals donor ignorance.

Choice magazine investigates donors’ feelings towards Australian charities and their fundraising tactics. Tip: remember to read page 2 which is a little hard to find.

a charming column from a journalist and self-proclaimed word snob with an enviable CV shares some banned words from the Washington Post and more. Thanks for the tip Sash Fong.

Twitter + signature = Twignature. Intrigued? Read on.

Learn why some videos go Rebecca-Black-viral and others less so from a Wharton College assistant professor who should be busy preparing his lectures.

twitter tips

10,000 tweets and counting.

This hipster seems to be failing to set the social media world alight and is considering quitting.

New Greenpeace TVC takes Coca Cola to task.

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Greenpeace Coca Cola

So far, so no dead birds.

The phrase “well I hope they know what they’re doing” comes to mind when viewing Greenpeace Australia’s crowd-funded TVC which squarely paints Coca Cola as the bad guy in the battle to increase plastic recycling rates.

The commercial features many classic cola commercial motifs – beach, friends, cool kids – and oh, dead birds dropping from the sky. Many of them.

Whether this will spark recycling legislation and incentives from our state governments or end up as a lawyer’s picnic, only time will tell. One thing for certain: the creative team behind the jolting effort understands at least two marketing truths:

1. you can’t mild people into action.

2. executing a newsworthy marketing option might cost a lot of money and take a lot of courage but it is repaid many times over in the free media coverage it gains. We think it’s bloody good. Warning: anyone who claims that the birds will be too off-putting for the campaign to achieve its goal is missing the whole point and shouldn’t be working in social marketing.

Rascist Mountain Dew commercial

This goat needs a 12-step program.

BTW: this rapidly-dropped Mountain Dew commercial has been described as “the most racist ever”. The news story does a pretty good job in explaining what is a rather complex story. You see there’s this goat addicted to soft drink…

Your thoughts on these two are welcome.

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