Turning Bright Spots Into Products and Services

Turning Bright Spots Into Products and Services

Look for bright spots of success and hope among your market audience, and you may find your next big idea. Here are lessons from a story about how one underfunded aid worker used turning bright spots into products and services to change a nation.

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Reach and Frequency Are Fundamental Marketing Metrics

reach and frequency are marketing metrics

Reach and frequency are marketing metrics for planning and evaluating promotional activities. Is your message reaching who you want to reach, as often as you want to reach them?  Here are ways to plan for and increase reach and frequency.

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The Power of Audience: Urbanization and megaregions

According to the United Nations, a majority of the world’s population now resides in urban areas. The trend towards urbanization shows no signs of slowing, either. By 2050, two-thirds of the planet’s population will be urban. Urban areas are organically connecting into megaregions that don’t always respect existing political or natural boundaries. Marketing in urban areas and megaregions demands that social and public sector marketers think in new ways about their markets.

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Distribution: The Promise of Drones in the Social Sector

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In the United States, discussion of delivery drones usually follows stories such as this New York Times piece about Amazon testing product delivery drones. While Amazon may be aiming for an automated distribution channel, drones offer hope to public and social sector organizations as well.

Distribution is a pillar of marketing, and equitable and cost-effective distribution is a necessity for social goods and services.

This CBS News story showcases several efforts to employ drones in Africa for distributing vital public and social services in areas lacking other infrastructure such as roads and rail.

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Basic Income for Children

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The United States has a higher proportion of children living in poverty than Russia–that’s just one interesting statistic from a recent New York Times article on child poverty. The US has this dismal distinction despite giving tax credits and personal tax exemptions for children as ways to combat poverty.

The problem with tax credits is that they benefit people who earn relatively more money and therefore pay relatively more in taxes. Credits don’t do much for children in the poorest of families.The poorest 20 percent of families receive just $120 per year in benefit from the potential $1,000 child tax credit.

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How Government is Different Than Business

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The United States recently elected billionaire businessman Donald Trump as its 45th president. Trump has no prior experience in government, and campaigned in part on his business track record. Voters seemed to like that, apparently thinking that government needs to run more like a business.

While government can certainly learn from business, it’s important to note that government is not a business. President Obama contrasted the two well, as described in a recent Los Angeles Times article. The difference between the two relates to the difference between social goods and private goods.

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Government Can Be A Leader In Digital Goods And Services

 

Back in 2002 Peter Fisher, undersecretary of the U.S. Treasury, described the U.S. federal government as “an insurance company with an army.” After all, if you look at the federal budget, benefits and military spending take the vast majority of funds. Since much of the military focuses on supply chain and distribution, you can modified Fisher’s quote to describe the federal government as an insurance company and a logistics company.

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Basic Income: Case Studies

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In a previous post I wrote about basic income, the idea that everyone in a society receives money for simple expenses such as food and housing, regardless of whether they work or not. Trends in demographics and technology are driving the idea of and need for  basic income.

To many in the United States, this notion probably seems at least farfetched, if not lunacy. Where is basic income starting to appear?

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On Fairness: Guaranteeing Basic Income For Everyone

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This blog is premised on our social nature and our innate sense of fairness. Those impulses lead to the design, distribution, pricing and promotion of social goods, or marketing the social good. Trends in demographics and technology are pointing to a major change in our society where there are more people than jobs. As social beings concerned with fairness, should we institute a universal basic income for everyone, regardless of whether they work?

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