How to Use the Power of Symbols

Kate McKinnon wearing pink pussyhat in SNL skit
Kate McKinnon plays a Russian woman surreptitiously donning a pink pussyhat as “Vladamir Putin” brags about the happy population in this Saturday Night Live skit that aired on the night of the Women’s March.

Who would have thought that a pink hat could become a symbol of resistance?

Symbols are one of the most effective ways that you can build your brand, convey a concept, or launch a campaign.

A symbol can be a visual image, gesture, object, or idea that represents something other than itself. Merriam Webster describes a symbol as a “visible sign of something invisible.”

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What is Nonprofit Marketing?

Good Egg Marketing- How to Market NonprofitNonprofit marketing is the process of motivating people to do or believe something, such as donate time or money, make a purchase, change a behavior or belief, take an action, or become more aware of an organization or issue.

Like for-profit businesses, most non-profit marketers seek to increase awareness and perception of their organization or cause, persuade people to believe or do something, and use their resources effectively.

While not all of the tactics that companies use to market themselves will work for nonprofits, the main principles of marketing apply to both sectors. Here are the top three marketing components that every organization should use.

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Lazy Guide to Marketing Resources

Person in hammockHaving trouble keeping up with all the
latest marketing tools (or even getting started)? Fortunately, there are lots of places—most of them free–to find great articles, videos, and resources to help you up your marketing game. So if, like me, you’d rather spend your vacation time gardening than sitting at your computer, here’s my lazy guide to marketing resources.

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Bring Out the Best: Descriptors vs. Taglines

Hellmann’s Mayonnaise has used the same tagline – ‘BRING OUT THE BEST’™ for decades. The “blue ribbon” treatment in the logo reinforces their message.

One of the most powerful ways to market your business or organization is to create a short phrase to help it stand out. Whether you’re using a descriptor or a tagline, a few well-chosen words can help shape how people think or feel about you.

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A Creative Brief Helps You Create Better Communications

This color filter image of a snowboarder is part of the #PowerUpVT campaign to increase participation in school meals
Graphic designer Katie Rutherford created a series of posters and social media images to persuade Vermont high schoolers that eating a school lunch can help fuel their busy days.

Planning to hire someone to produce a creative piece for you? Whether the end result is a logo, ad, video, or an entire campaign, putting together a “creative brief” in advance can save time, money and aggravation.

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How to Create a DIY Website

The letters URL spelled out in blocksMore than 25 percent of small businesses don’t have a website. And that doesn’t even include the millions of businesses with old sites that look dated, aren’t “optimized” to read easily on a cell phone, and rank poorly in Google searches. If you don’t have an up-to-date site, you’re basically encouraging potential customers to go to another business that does.

While I urge you to hire an experienced web designer if you can, there are so many easy and inexpensive–even free—tools for doing it yourself that there are no more excuses for not having a current site. Yup, you can create a good-looking website without having any technical skills or knowing a lick of code. In fact, there are so many resources out there that the hardest thing about creating your own site may be choosing which tool to use.

Ready to get started?  Here’s our guide for DIY Websites.

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Bake Great Customer Service Into Your Brand

We’ve all experienced it: the hipster barista too busy making snarky comments on her cellphone to take your order, the salesperson hovering over you that makes you flee without buying what you came in for, or the voice mail hell that seems designed to keep you from speaking with a human being.

A bad customer experience can go viral in seconds, yet when most small business owners think about branding, they’re more focused on their logo or tagline than their customer service strategy. Ultimately, customer service has more impact on your brand than the cool pictures you post on Facebook.

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What I Wish I’d Known at Start-Up

Launching any type of business—especially in food—is exhilarating, exhausting, and endlessly surprising, but the more that you know when you start up, the better. Here’s some advice from friends and clients of Good Egg Marketing.

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Is Your Website Giving Me a Headache?

I’ve been looking at hundreds of food and farm websites as part of a project I’m doing for a client, and, frankly, some of them are giving me a headache! Too much text, too many garish colors, and way too many flashing images.

With all the free and inexpensive tools out there, every farm, small business and nonprofit can have a decent-looking website. But an effective website must not only look good–it should also answer the four questions below.

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How to Market Good Eggs (or anything else)

generic carton of eggsPeople who type “egg marketing” into a search engine often land on my website, goodeggmarketing.com.  I hatched my company name because I like to think of myself as a “good egg,” not because I raise chickens. But since I call myself an EGG-spert, it’s time I shared my thoughts about how to market them.

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