X-Message-Number: 29605
Subject: Re: [CN] Professional Marketing
From: "Fred C. Moulton" <>
References: <>
Date: Tue, 26 Jun 2007 00:30:16 -0700

On Sun, 2007-06-24 at 12:01 -0400,  wrote:
> The notion that "professional marketing" would work magic for cryonics is  

> unsupported by relevant evidence, and probably contradicted by some  evidence.

I did not suggest that "professional marketing" would work magic, that
is just a straw man so lets get beyond straw man arguments.  In fact
proposing any sort of magic or silver bullet or similar smoke and mirror
approach for cryonics would be a sign of an unprofessional approach.

In my previous message there was an implicit point which I realize now
that I should have made more explicit; which is that marketing is about
more than just signing up new members.  Much of marketing is in shaping
public perception of a product, service or company.  Often the target
for that perception is not the ultimate customer for the service rather
the target is the person or persons who influences the purchaser.  Also
much of marketing is involved in creating if possible a generally
positive or at least removing a negative public image.  This involves
long term thinking.

BEGIN EXAMPLE:

Note that the following is just an example to illustrate a particular
point not a suggestion.  I repeat this is an example not a suggestion.
Consider some general community activities such as the local Art and
Wine Festival or similar event.  Consider being a sponsor of some small
part of it, such as sponsoring a couple of benches near the food booths
with a very tasteful sign saying "Benches courtesy of Alcor, Scottsdale
Az" or something similar.  The exact venue, item and wording are the
things that a good marketing professional should work on.  Now at this
point I am sure that someone is jumping up and down "ooh ooh we can make
a sign saying Alcor we keep you cool" or something as equally out of
place.  One role of the marketing professional is to catch that kind of
silliness before it happens.

The point is that at each step the activity done is very tasteful and
not pushy so that Alcor is considered as an "OK organization" even by
people who really do not understand the details. There are a lot of
medical and health services companies in the Phoenix and Scottsdale area
and if Alcor is considered one of those and not a something strange then
so much the better.  The point is that if people have seen the Alcor
name and logo twenty times in a positive situation such mentioned above
before they even know exactly what Alcor does then perhaps it will be
easier introducing the concept of Cryonics to them.  The point is not to
hide what Alcor is about but not to lead with it.

Instead of selling cryonics and then selling Alcor consider a different
approach of first getting people comfortable with Alcor and then later
explaining Alcor is all about if someone asks.  Even if people are not
up on the details of Alcor having developed a general sense of Alcor
being a positive part of the community can be valuable if someone tries
to cause political problems.  This is not a one or two year task.  What
is needed is a long term focus; anything less than 5 years is
inadequate.  Of course no one can know for certainty what the situation
will be like in 10 to 15 years but there are certain general things that
can be done.

A good marketing professional can identify influential organizations and
people and the strategies necessary to make sure that Alcor has an
improving public image.  To extend our example consider if a County
Supervisor (or what ever the equivalent is in AZ) seems to have a lot of
influence.  Now consider that this County Supervisor has a spouse who is
head of some local event and Alcor sponsors the benches.  County
Supervisor will likely notice the sponsors and even though Alcor would
likely be one of many.  But year after year the image of Alcor as a good
member of the community can increase.

Of course Alcor has members in many nations however I suggest that
building an increasing level of good will at the city, county and state
levels is important as a start.  National and international come later.
The point is that this is just one small piece of a very large set of
issues.  A good marketing professional can help with all of this.  The
point is that it needs to be long term and affective.

END EXAMPLE

The above is an example not a specific suggestion.   Please do not
embarrass yourself by replying as if it was a suggestion.  I am just
making a general point about the need for long term thinking, using
professionals when appropriate and avoiding doing anything silly.

Fred

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