Know-How Exchange : Strategy

This is a difficult one for traditional marketers because it's difficult to estimate the lifetime value of a new "customer." Without that metric, you can't tell how much you should be willing to spend to create the awareness you need.

And it's also a challenge to determine your conversion rate. How do you know when a contact or message delivery has been successful?

I have one client who does this for a philosophy by contributing a percentage of revenue from her commercial business (i.e., day job) to the "philosophy" and uses the funds to generate sign-ups for a newsletter. She figures that each sign-up is a "conversion," and that the value of a new "customer" is whatever it costs to run an Adwords campaign to get clicks to her website and newsletter sign-ups. Not a very rigorous calculation in traditional marketing terms, but it works for her.

When you say distribution, do you mean communication ?
I think so, since you talk about media tools, but I might be wrong.
Basically there is no difference between spreading a commercial message and a philosophy/idea - as long as you keep in mind that your message should be exposed where your readers are in a media they are receptive towards. One difference though, if spreading a philosophy / idea is something you engage in on a personal level, be sure to use media that you feel comfortable with or could get comfortable with

Some NGO use billboards and TV ads - typically used for commercial messages, while other activities / convictions use small discussion groups or blogs.

If you do a search around keywords for your philosophy / idea, you should see which medias are listed.

To guide you toward specific publications, it would be good to know a little more about your philosophy / idea.

Mikael
B2B Marketing