marketing…it’s more than mailing out brochures
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Marketing…It’s More than Mailing Out Brochures. Tami Norris Custom Training Solutions A Division of Northwest State Community College. Session Overview. Strange economic times call for innovative marketing techniques… Traditional Advertising High Touch vs. High Tech Email/Fax Blasts - PowerPoint PPT PresentationTRANSCRIPT
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Marketing…It’s More than Mailing Out Brochures
Tami NorrisCustom Training Solutions
A Division of Northwest State Community College
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Session Overview
Strange economic times call for innovative marketing techniques…– Traditional Advertising– High Touch vs. High Tech
• Email/Fax Blasts• Networking Groups• Social Media
– Evaluating ROI– Building a Balanced Marketing Plan
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But First, Target Market
• “Everybody” is not your target market• Evaluate your products, customers• Targeted efforts to reach those markets
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Exercise
• How would you contact:
• Students for a truck driving certification held at Washington State Community College
• Companies in Columbus to offer contract training in OSHA
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Traditional Advertising
• If you build it, they will come– Brochures, direct mail, tv and newspaper ads are
an important piece, but are they the only piece?• What sets you apart from your competition?• Where do your customers look for information?
– Can your nontraditional means of advertising lend credibility to your brochure?
– Has your marketing budget been cut?
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Low Cost Alternatives
• Email/Fax Blasts• Relationship Marketing– Networking Groups/Events– Social Media
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Email/Fax Blasts
• Fax server/buffer• Email: Mail Chimp, Constant Contact• Contact mass of people, or customize to a
particular market• Relatively low cost• Be aware of CAN SPAM Act
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Business Networking
• Organizations where you ask for business outright or can gain customers by association
• Classifications:– Non-Exclusive– Exclusive– Community Service– Professional Associations– Social/Business
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Non-Exclusive
• People looking to do business with each other, you will find your competition here
• Example– Chamber of Commerce– American Business Women Association
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Exclusive
• People looking to do business with each other, you will NOT find your competition here
• Example– BNI– Leads group
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Community Service
• Main goal is service, business can happen by association
• Example– Rotary– Kiwanis– Lions
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Professional Associations
• Main goal is education, collaboration can happen here
• Example– OCHEA– NCCET– ACHE– NCPN
• You might consider involvement in the professional associations of your target markets
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Social-Business Groups
• Main goal is around the focus of the organization, but again, business can happen by association
• Example– College Alumni Association– Red Hats– Church– Non-profit Boards– Masonic & Other Fraternal Groups
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Referral Based Marketing
• “Givers Gain” BNI philosophy• Leads vs. Referrals• Develop a low to no cost salesforce
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What Groups to Join• Select a mix, but you can’t do it all• Evaluate:– # members– Quality of members– Demographics– Structure– Focus– Frequency of meetings– Cost– What do people say about it
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You Are a Member, Now What
• Show up• Participate• Leadership Role• Speak or Sponsor
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Levels of Recognition
• Visible• Memorable• Reliable• Expertise• Profit
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Exercise
• Twitterfy your business
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Social Media
• Facebook• LinkedIn• MySpace• Plaxo• Twitter
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What Media to Use• Select a mix, but can’t do it all• Evaluate:– # members– Quality of members– Demographics– Structure– Focus– Frequency of meetings– Cost– What do people say about it
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ROI
• Before deciding on any marketing plan you must determine the desired outcome(s) so you may measure the return on your investment
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Measuring ROIGroups/Media
Time Cost Biz Develop.
Other Value Misc.
BNI 5 hours/month
$300/yr +$40/mon
3 leads,$500 contract
Speak @ Rotary
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Goals
• Contracts• $ Sales• Leads• Referrals• Link Backs• Literature
Display/Distribution
• Speaking Engagements• Articles• Introductions• Newsletter
Subscriptions
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Develop Your Strategy
• What percent of your time and money will you spend– Cold calling– Direct mail– Blasts– Networking– Social media upkeep
Cold Call
BrochureNetwork-ing
Targeted Mail
Social Media
Blasts
Marketing Resources
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Tracking to Measure ROI
• Set up codes in your CRM or Registration software
• On registration form or online registration, give place to say how they heard about this
• Coded coupons• Internet only offers
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Resources
• www.womma.org• www.cnpofohio.com• www.referralinstitute.com• www.bni.com
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Resources
• Duct Tape Marketing• Masters of Sales• World’s Best Known Marketing Secret• The Power of Approachability