marketing your training centre inland waterways instructor conference 2013
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Marketing Your Training Centre Inland Waterways Instructor Conference 2013. Topics for this workshop. W hat is marketing? How to market your Training Centre Who are you marketing to? Writing a Marketing Plan. What is marketing?. - PowerPoint PPT PresentationTRANSCRIPT
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Marketing Your Training Centre
Inland Waterways Instructor Conference 2013
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Protecting your Rights, Promoting your Interests
Topics for this workshop
1. What is marketing?
2. How to market your Training Centre
3. Who are you marketing to?
4. Writing a Marketing Plan
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Protecting your Rights, Promoting your Interests
What is marketing?
• Marketing is the process of performing market research, selling a product/service to customers and promoting them via advertising
• It is an integrated process through which companies build strong customer relationships, creating value for customers
• Being able to promote your Training Centre to the right people in the right way is crucial to its future
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Protecting your Rights, Promoting your Interests
Marketing Mix
• Product• Price• Place• Promotion
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Protecting your Rights, Promoting your Interests
Product
• What is your Unique Selling Point?– New boats?
• How do you add value to your product?– Free lunch?
• What accreditation to you have?• Who has recommended you?• When can I take my course with you?
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Protecting your Rights, Promoting your Interests
Price
• What does it cost?• Special deals?• How does this compare to other TC’s?
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Protecting your Rights, Promoting your Interests
Place
• What is your location?• Where can people find and buy your
product?– Face to face– Post– Phone– Online
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Protecting your Rights, Promoting your Interests
Place - First impressions
• Shop front
• Website
– Examples
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Protecting your Rights, Promoting your Interests
Promotion
• Recommendation• PR• Branding• Social media• E-newsletters/Newsletters• Texts• Advertising – radio, local press• Website
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Protecting your Rights, Promoting your Interests
Public Relations (PR) – what is it?
Raising public awareness using print, broadcast and online media and other relevant bodies to publicise good news stories and events
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Protecting your Rights, Promoting your Interests
Public Relations opportunities
• Event at your Training Centre – open day• Staff or volunteers• Sponsorship or fundraising• Customer stories• Visits
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Protecting your Rights, Promoting your Interests
Branding
• Branding is the term to describe the design and logo that identifies your organisation
• Branding assists the public in identifying you
• A strong brand can build recognition for your Training Centre, while improving your profile within the community.
• What is your Training Centres brand identity?
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Protecting your Rights, Promoting your Interests
Social media – do we need it?
• http://www.youtube.com/watch?v=ZQzsQkMFgHE
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Protecting your Rights, Promoting your Interests
• Setup a facebook page• Invite your “friends” to like your page• Their friends will see that they like your
page• Setup a facebook event – open day• Invite your friends• Ask your friends to invite their friends• Link to your website
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Protecting your Rights, Promoting your Interests
• Make a list of useful people to follow and who you want to follow you
• Follow them• Ask them to follow you• Regular tweets – what are you doing –
what is coming up• Ask for re-tweets• Link to your website
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Protecting your Rights, Promoting your Interests
YouTube
• Second most popular search engine in the world
• What comes up when you type in your Training Centre??
• Create a simple introduction to your Training Centre and upload it
• Videos on a webpage = 10 x more hits
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Protecting your Rights, Promoting your Interests
E-newsletters/newsletters
• Existing customers• Tell them about –
– What is happening – Why they should come back– Why they should recommend a friend –
incentivise?
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Protecting your Rights, Promoting your Interests
Who are we marketing to? What do your customers look like?
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Protecting your Rights, Promoting your Interests
Markets segments
• Sport England and Experian has developed 19 sporting segments
• Helps you identify who your potential customer is
• What they want - motivations and barriers
• Best methods of communicating with them
• Web tool to analyse segment population at different geographic levels
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Protecting your Rights, Promoting your Interests
More info here -
• http://segments.sportengland.org/querySegments.aspx
• http://www.rya.org.uk/coursestraining/resources/Pages/Knowingyourcustomer.aspx
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Protecting your Rights, Promoting your Interests
Marketing plan
• 4 P’s• Where do you want to be?• How are you going to get there?
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Protecting your Rights, Promoting your Interests
Your Marketing Plan – write it down!What How Who/
CostTiming
RYA courses Website – list dates + setup online paymentFacebook page
GB £0
GB £0
Begin Jan
Begin Feb
Open day11th June
Facebook pageWebsitePress release local mediaInvite ex customers + their friends + family
GB £0GB £?GB £0
On-going updatesBegin MayOn-going updates
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Protecting your Rights, Promoting your Interests
You are not on your own!
• RYA Guide to social media
• RYA marketing your club webpages
• RYA PR Toolkit
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Protecting your Rights, Promoting your Interests
Summary
• Price• Product• Place• Promotion• Who are you marketing to?• Resources