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Charlene Blohm - These Bananas Aren’t Going To Sell Themselves

Charlene Blohm, President/CEO, C. Blohm & Associates, Inc. This presentation was given at the 2016 Serious Play Conference, hosted by the UNC Kenan-Flagler Business School. Marketing shares a lot in common with good games. It requires a compelling narrative (what are you telling? to who?) and there is a lot of effort required to achieve the master level. If you do it right, you take risks – and encourage the boss to play along. The best players make it look easy. It isn’t. We’ll beat back the myth that a great game can go viral on its own and highlight a game plan to put you on the path to success.

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Charlene Blohm - These Bananas Aren’t Going To Sell Themselves

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  1. Serious Games Association – July 28, 2016 These Bananas Aren’t Going to Sell Themselves @CharleneBlohm @CBlohmAssoc charlene@cblohm.com

  2. C. Blohm & Associates, Inc. • Public relations and digital marketing for the education and special needs industries • 30 companies from Northern California to Norway • 18 communications & marketing professionals • 3,274 items with combined cumulative impressions of 4.7 billion for members of our client family in the previous 12 months • Delivering thousands of leads per month via integrated earned and paid marketing programs 2

  3. Taking the Pulse of the Market Educators on…Social CIC 2016 Educators on…Games SGA 2016 Are educators planning to integrate educational games into classroom activities in the coming school year? What is the “mix” of media channels educators are using? June 2016 July 2016 3

  4. Do they believe there is a role for instructionally sound learning games in current curriculum programs? Are they using social media in a professional capacity? What channels are they using most frequently? Which social media channels are they using to learn about gaming? 4

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  8. Obligatory Pokémon Go Reference… 9

  9. What’s in Your Toolkit? 61% 46% 73% Personal Research 61% of educators conduct their own research before making purchase recommendations Conversations with Internal Teams 73% of educators have conversations with their co-workers before making curriculum decisions Purchasing…to the Test 46% discussed the likelihood of a product to improve achievement results in making the most recent curriculum decision 90% 81% Webinars & Whitepapers 90% attended a education webinar or downloaded a whitepaper within the last 6 months Education Week surveyed 853 school district leaders for their Ed Marketer 2015 report. Site Visits 81% of educators visited a vendor’s website within the past 6 months © 2016 C. Blohm & Associates, Inc. 10

  10. Synch Marketing & Sales Demand & Lead Generation Use geo-targeting, innovative pilot & trial programs, sampling programs and efficacy studies to fill the prospect pipeline. Unlock Hidden Opportunities The high school product that can work in 2-year colleges. The cross-curricular opportunities inside your content… Find Venues and Channels that Connect Educators and Your Team From focus groups and advisory panels to Google Hangouts & Twitter Chats. Test Something New From a new “type” of offer to a new communications channel, keep testing to find the next “tried and true” tactic. Put Your Sales Team in the Spotlight Social visibility. Events. Customized emails. © 2016 C. Blohm & Associates, Inc. Evaluate results in context. 11

  11. 10 Tips from Educators to All of Us Go Viral (aka “Word of Mouth”) Content is King But Engagement is Her Royal Majesty Let Your Evangelists Preach Teachers. Share. Everything. Go Mobile! Go Now! 12 © 2016 C. Blohm & Associates, Inc.

  12. Conferences Count 1:1 Chat Time Direct Mail. Really! Mail still has power Never Underestimate the Power of a Webinar Don’t Cut that Print Budget Yet… “We still need concrete things” Synergy is the New Focus The marketing mix counts New Tests Try new tactics strategically and with commitment. 13 © 2016 C. Blohm & Associates, Inc.

  13. Product Type 03 Build Value 07 Package product, single solution, Revisit after first 25 and 100 customers, add value! integrated solution Decision Makers 04 Customer 02 1-2 people, 2-5, 3- Teacher, Principal, 10, 20+ District or Site Admin, Supt. Sales Cycle 05 Impulse, 30 days, Average Order Size 06 90 days, 6-12 Distribution Method 01 months, 18 <$100, $100-$2,000, $2,000-$5000, $5,000- months Direct (app store, mail order, web order, telesales, inside sales, field sales) v Indirect (distribution, dealers, VARs, indep. reps) $35,000, $100,000+ 14 © 2016 C. Blohm & Associates, Inc.

  14. Final Questions? Let’s keep the conversation going: charlene@cblohm.com @charleneblohm @cblohmassoc C. Blohm & Associates, Inc. 5999 Monona Drive, Monona, WI 53716 608-216-7300 Thank you!

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