marketing for success_p1

Marketing for SuccessMarketing your Centre in challenging times.Brant Early Years Centre Nov. 2013

Presented by: Gordon Diver, Diverse Achievements

Gordon Diver - Diverse Achievements - www.diverseachievements.com

Gordon Diver - Diverse Acheivements - www.diverseachievements.com

Agenda• Introductions• Presenters Background• Breakdown of our 4 weeks together• Marketing 101• Times they are a changing’


Background: Gordon Diver• Began my marketing career over 20 years ago in advertising for

a national telecommunications carrier in Toronto.• Have worked in the telecom, healthcare, financial services,

business consultancy and marketing agency industries.• Have been a worker bee, manager and entrepreneur.• Began my pursuit of on line marketing in 2006, adding in-depth

use of social media in 2010.• Most relevant to our time together, I’m a father of a 12 year old,

who spent time in formal and private daycare until he was 10.


Preparation for today• Conducted informal research

of my social channels and contacts about their current and past day care experiences (1750 contacts, of which 450 responded)

• Question: How did you find daycare for your children.

• Average respondent, between the ages of 25 and 55 (65% female) in Canada and U.S. (60% ON, 20% Canada, 20% U.S.)

• No traditional media used.

30%

40%

20%

10%

How did you find your childcare?

Word of MouthWeb SearchEYCOtherPhone BookPaper/Radio


Workshop Format• Week One – Integrated Marketing Strategy:

Understand the various marketing channels that exist today;

Understand how to identify your target market and their “persona”;

Identify the steps necessary to build your goals and objectives, aligned with your business goals;

Understand the steps to building an overall integrated campaign and why you should;

Introduction of why “social media” matters;


Marketing BasicsTraditional 4 P’s• Product (Service)• Place• Price• Promotion

Marketing

Product

Promotion

Price

Place

Why do you matter?As part of the research I discovered many interesting discussions. For example, this video on the Globe and Mail.

What do you take away from this video?


http://www.theglobeandmail.com/life/life-video/globe-staffers-share-their-thoughts-on-placing-kids-in-daycare/article15006600/

Who is your customer?

Persona Persona ToneUNAWARE Needs Unknown

HESITANT Need Awareness

INVESTIGATIVE Needs More Info

INVOLVED Needs Confirmed

COMMITTED Needs Meet

INVESTED Needs Solved

Is everyone of them motivated the same way?What are they trying to resolve?


Where are they on their journey

Visitors

Lead

s

Customers

Promoters

ATTRACT CONVERT CLOSE DELIGHT

Blog

Keywords

Social Media

Forms

Calls-to-Action

Landing Pages

Email

Social Media

Workflows

Events

Social Media

Smart Content

Prospects

Source: HubSpot


More than just Promotion


Times they are a changin’

Communication

B.G.

Communication A.G.

Advance in Tech


4 P’s are now the 4 C’s

4 Ps Marketing Conversion focus 4 Cs of Marketing

Product Consumer

Price Cost

Place Convenience

Promotion Communication

The basic fundamentals still apply, they’ve just changed to

meet the new reality. Most notably, how promotion has

become communication.


Various marketing channels that exist


Strategy

Clarify how you will reach objectives. 2

1 Set clear goals.

3 Define your social brand ‘voice’.

Know how to apply the tools and manage the information.

4

Learn how to tweak performance. 6

5 Know what success looks like.


Paid, Earned, Owned Media


Objectives• building or maintaining an image or reputation.Branding• selling a product or service directly to users.Direct Sales• converting a user into a customer through the

use of a conversion funnel.Indirect Sales

• finding out insights about your customers, your market, or your industry.Research

• helping users who are already customers.Customer Service

• build a community that learns from and helps each other. Work together.Collaboration


Integrated Marketing – A definition

Definition:

A management concept that is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation.


Planning – An example

Social Channel

Outdoor

Print

Broadcast

Blog

Email

Which Chann

el

Your Objective


Getting your message right.


Relax, Keep Calm and know you can.

• You may not be able do everything – so find what you can do well.

• You want to do something, so start testing and find out what works for your brand and your audiences.


Why Do Social?

Importance of being a social business


Social offers:• An opportunity to build rapport• More “bang for your buck,”

typically less expensive cost to execute.

• An opportunity to expand your network that lead to face to face interactions


Social Media Explained


Social Prospecting = ListeningSocial Prospecting: is the art of

listening to people, not mentions or

keywords. It’s about scouring the

social web, identifying potential

prospects, and engaging them through

content. T Source: Maggie Hibma, HubSpote

I’d add your ability to listen to your

customers and key stakeholders on line

and in person, helps you to achieve

becoming a social business.


Social Media by the numbers

Facebook 1.15 million+ Total UsersTwitter 500 million+ Total UsersLinkedIn 238 million+ Total UsersGoogle+ 500 million+ Total UsersPinterest 70 million+ Total UsersInstagram 130 million+ Total Users

Bottom line = MORE CHOICES


How your communities may be using Social


What are your concerns about adopting social


Common mistakes SMBs make on Social

Leaping in without a strategy and goals.

Lack of Brand Voice clarity.

Failure to engage.

Inconsistency. Social Business takes time & commitment.

Failure to analyze results.


Narrative – telling your story effectively


HomeworkFor your homework:

1. Take a look at your current and past customers. Can you build a profile (persona) for them. Use the persona builder you’ll find here. Remember to focus on what motivates them to take action (get more information, call for a visit, enrol their child in your centre.

2. Write a 200 – 300 word story that demonstrates why you love doing what you do. What gets you excited about going to work in your centre?

http://offers.hubspot.com/free-template-creating-buyer-personas


Resources:To help you prepare:

1. Buyer Persona: http://www.buyerpersona.com/ Adele Revella

2. Free Template from HubSpot – Marketers guide to creating a buyer persona. (Requires your email to get free download).

3. On line buyer persona tool Up Close and Personal (Ardath Albee and MLT Creative Inc.). Work through a persona by answering questions.

4. Building an effective IMC plan – WikiHow (just the 4 steps)

http://www.buyerpersona.com/

http://www.buyerpersona.com/

http://offers.hubspot.com/free-template-creating-buyer-personas

http://upcloseandpersona.com/

http://www.wikihow.com/Write-an-Integrated-Marketing-Communications-Plan


Survey and Thank YouNext week we’ll explore the various social channels that exist and the benefits/concerns for each. Now that you have started to identify your audience and their concerns/interests, you’ll learn how to choose which of the numerous platforms may work best for you.

To help I’ve compiled a short survey to help me understand your business and use of social media, either personally or professionally. What concerns you have with integrating social into your current marketing efforts. You’ll find the link here and it would be very useful for me to tailor our discussions. You can access it here.

Finally, as a thank you, I’m offering each of you a no obligation 1 hour consultation of your online presence. You’ll receive a report of what you may be able to improve on to increase your traffic.

http://diverseachievements.com/eyc-survery

marketing for success_p1

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