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Value Proposition: The right strategy beats a bigger budget

March 7th, 2019
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Marketers say they have money problems.

According to research from Conductor, lack of budget is the biggest internal challenge that could negatively impact online performance. Securing budget/investment is the most extreme challenge for marketing teams, according to KoMarketing research. And here at MarketingSherpa, you’ve told us the size of your marketing budget is a barrier to growth time, after time, after time.

Hey, I hear you, marketers. I want a bigger budget as well.

But if you can’t simply throw more money at the problem or outspend the competition, you can still beat them — with a better approach. In other words, a more effective value proposition.

I recently came across the perfect example when I talked to a marketer who likely has far fewer resources than you do.

This article was originally published in the MarketingSherpa email newsletter.

A value proposition based on customer-first marketing

Dean Porter is the development director at Hunger Fight, a small local nonprofit organization here in Jacksonville that helps feed Title 1 elementary school students as well as seniors.

Dean and his wife founded their charity in the teeth of the Great Recession. And they quickly learned that organizations were not so keen on simply stroking a check to a charity, even when it was doing noble work like feeding the hungry.

They didn’t have a big marketing budget they could fall back on. They couldn’t just spend their way into more leads.

So they had to come up with a better idea – a value proposition aimed at giving to their ideal customers, not just taking from them.

They created a model with a value proposition that coupled corporate employee engagement with community involvement by holding meal packing events, which they describe as “two ½ hours of organized chaos to feed children and families.”

 

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