MARKETING THE ROTARY BRAND(to attract PMET)

PDG Edward Sung BurongohRI Dist 3310

ABOUT BRANDING• A brand must differentiate itself in order to stand apart

from competing services• Differentiation is crucial to helping potential members choose

between brands and for Rotary to establish and grow• Not difficult to differentiate successfully if our service is

intrinsically different, or the only player in the field.• Differentiation becomes more challenging if our brand exists in

a sea of sameness in a cluttered category• Most services/NGOs these days are largely homogeneous• No two brands are identical, but the average public tends

to find many rival services virtually indistinguishable

PREREQUISITES FOR BRANDING

• Involves an innovative appeal to the intangible• Need to achieve emotional resonance with a potential

member• Assess the member’s psychological profiles and to

achieve an in-depth understanding of how he/she thinks

• A brand must deliver an exclusive benefit or unique proposition that transcends the performance of its services

• Social responsibility, inclusiveness, exclusiveness, innovation, expertise, heritage, trust and lifestyle .

• A brand is our personality and can befriend the individual member by catering to his/her tastes and habits

• People expect, even demand, certain behavior from their brands.• Today’s charismatic brands must think, talk and act like charismatic

people, they’re brands with human attributes built into them• A brand need quality and reliability, earning our trust• Is the brand believable and does it consistently deliver on the

promises it makes?• Are the brand’s services well-organized?• Does the brand offer good value for our time, effort and money?• Does the brand respond to and satisfy the member’s needs?• Does the brand regularly introduce new features or services?• Does the brand support the community and the environment, its

members and practice good ethics?

• T.A. Warren, RI President in l945-46, stated this opinion: "The only unique feature of Rotary is vocational service; everything else that we do is repeated by some other organizations. If we are unique, if we have a special message or mission in the world that is unique to ourselves, it lies only in the realm of vocational service."

MARKETING A BRAND• WHAT’S UNIQUE ABOUT ROTARY? • You cannot join Rotary. You must be invited• The classification system – to prevent too many vocations in a club – to encourage

diversity• Integrity – an integral part of Rotary: who cannot join Rotary?• Service – also found in other NGOs• Fellowship – what’s unique about it? Make-ups in other Rotary clubs around the

world?• Leadership training – also common in most NGOs• Status symbol?• How do we promote/market brand? Takes years to establish . Rotary brand has

been around for the last 100 years – the first service organization in the world!• Awareness of Rotary, its programs and activities: Good Rotary PR is essential to

branding• Branding difficult to establish…easy to destroy• Is displaying Rotary’s emblem on coats, ties, cars, billboards enough branding?

‘DEFINITIONS’ • A Datuk sees a gorgeous girl at a party.

He goes up to her and says: "I am very rich. Marry me!" That's Direct Marketing.

A Tan Sri sees a gorgeous girl at a party. One of his loyal friends goes up to her and pointing at the Tan Sri, says: "He's very rich. Marry him!" That's Advertising.

• A recently promoted Senior Executive is at a party and sees a gorgeous girl. He gets up and straightens his tie, walks up to her and pours her a drink, he opens the door (of the car) for her, picks up her bag after she drops it, offers her a ride and then says: "By the way, I'm rich. Will you Marry Me?" That's Public Relations.

• A CEO sees a gorgeous girl at a party. He goes up to her and gets her telephone number. The next day, he calls and says: "Hi, I'm very rich. Marry me!“ That's Telemarketing.

• A recently divorced Tan Sri is at a party and sees a gorgeous girl. The girl walks up to him and says: "You are very rich! Will you marry me?" That's Brand Recognition.

• A DOM sees a gorgeous girl at a party. He goes up to her and says: "I am very rich. Marry me!" She gives the DOM a tight slap on his face. That's Customer Feedback.

• Not satisfied, the DOM goes to see another gorgeous girl at a party. He goes up to her and says: "I am very rich. Marry me!" And she introduces the DOM to her husband. That's Demand and Supply gap.

• A Casanova sees a gorgeous girl at a party. He goes up to her and before he can say anything, another person comes and tells her: "I'm rich. Will you marry me?" And she goes with him. That's competition eating into your market share.

• And finally u-know -who sees a gorgeous girl at a party. He goes up to her and before he can say: "I'm rich, Marry me!" The wife arrives! That's restriction from entering a new market.