Recommended
Books:
Marketing
Robin Hood
Marketing:
Stealing
Corporate Savvy to Sell Just Causes
by
Katya Andresen
Katya Andresen, a veteran marketer and nonprofit professional,
demystifies winning marketing campaigns by reducing them to ten
essential rules and provides entertaining examples and simple
steps for applying the rules ethically and effectively to good
causes of all kinds.
The Robin Hood rules steal from the winning formulas for selling
socks, cigarettes, and even mattresses, with good advice for
appealing to your audiences' values, not your own; developing
a strong, competitive stance; and injecting into every message
four key elements that compel people to take notice. Andresen,
who is also a former journalist, also reveals the best route
to courting her former colleagues in the media and getting your
message into their reporting.
TABLE OF CONTENTS:
1. The Heart of Robin Hood Marketing; Focus on Getting People
to Do Something Specific
2. Robin Hood Reconnaissance: Appeal to Your Audience's Values,
Not Your Own
3. The Village Square: React to the Forces at Work in the Marketplace
4. All for One and One for All-We Wish: Stake a Strong Competitive
Position
5. Building a Merry Band: Partner Around Mutual Benefits
6. The Heart of the Good Archer's Arrow: Put the Case First and
the Cause Second
7. Sharpening the Arrow's Point: The Four Things Your Message
Must Do
8. Aiming for Hearts and Minds: Take Your Message to Where Your
Audiences Are
9. Robin Hood Media Savvy: Approach the Media as a Target Market
10. Letting Your Arrow Fly: Execute Campaigns and Assess Their
Worth
And a Few Wise Words From the Book:
- Marketing is not a scientific system as much as a messy,
living, breathing process. With neglect it shrivels and fades.
But with consistent care and attention it grows and thrives.
- As marketers, we have to accept people for who they are and
work within their framework.
- The closer we align with our audience's values, the higher
our chances of motivating them to take action.
- We're not compromising our mission because we're not changing
ourselves any more than we're changing our audience.
