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Marketing your “Living on the Land” Program

Marketing your “Living on the Land” Program. Cinda Williams University of Idaho Extension LOL Training July 2008. Univ. of Idaho Extension. The key to your program's success is getting your audience in the door. Today you will:.

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Marketing your “Living on the Land” Program

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  1. Marketing your“Living on the Land” Program Cinda Williams University of Idaho Extension LOL Training July 2008 Univ. of Idaho Extension

  2. The key to your program's success is getting your audience in the door.

  3. Today you will: • Learn how to use various promotional strategies in marketing your LOL program • Learn tips for creating interesting and appropriate marketing materials to attract an audience to your program • Review current promotional materials to gain ideas of effective marketing

  4. Marketing Basics • Quality product • Effective promotion • Fair price • Strategic placement

  5. Promotion Everything you do to deliver the message about your product

  6. Understanding your product • Know how to use the curriculum • Know the benefits of the program • Identify your expected outcomes What are the expected outcomes for your program?

  7. Knowing your Audience Think outside the box • Segment the audience • Know the demographics • Surveys and extensive evaluation • Focus on customer relations What are their desired outcomes?

  8. Knowing Your Audience’s Needs • Current knowledge • Particular problems • General Goals

  9. Knowing the Habitsof your Audience • Where do they live? • Where do they shop for farm supplies? • What types of newspapers, magazine or other print material do they read?

  10. Effective Promotional Methods • Direct Marketing • Advertising • Publicity • Customer Service Continuing Education: The Essentials Learning Resources Network (LERN)

  11. Direct marketing • Direct to the individual • Direct mail of registration brochure • Costs money, but high success rate • Mailing lists critical to effectiveness • This is a NEW audience • Timing is critical

  12. Advertising • Paid ads reaching audience through mass media • May draw more attention than press releases • Cost versus return rate • Might pay off with first time in-depth courses (LOL) or conferences

  13. Publicity • FREE reaching audience through mass media • Email and websites have rapidly joined newspapers, radio and TV • Identifying key placement for particular audience is essential

  14. Customer Service • Marketing All The Time, Everywhere. • Use this method – it is our strength! • Every related phone call • County fair • Public meetings or workshops • Past participants and guest speakers

  15. General Success Rates of Various Media Based on Private Industry Methods • Direct mail - 86% • Newspaper ads - 18% • Public relations (news releases, community calendars, feature stories, talk show interviews)- 14% • Business/trade/professional magazines - 13% • Television or radio - 4-5%

  16. Effective Promotional Mix

  17. Tick-tock! Tick-tock! • Toss or keep: 4 seconds • Read now or later: 11 seconds • Start reading and determine if pertinent: 15 seconds • Look for a benefit of interest: 10 seconds

  18. Make it Catchy! • Effective art can increase readership by 50% • Color and design should support the main message • Color - if not full color, then try spot color • Legible, easy to read

  19. Speak to the audience… • Identify who should attend • Always emphasize benefits “LOL participants will learn a practical approach to land management” • Use the word “you” to personalize • Use simple, optimistic language and action verbs

  20. Market Affectively, not just Cognitively • Design promotional materials to create a “feeling” about the program • Attendees come for more than just new skills and knowledge What are other reasons they come?

  21. “You will meet other landowners who share your challenges and concerns in learning to become better land stewards.”

  22. Catch the Reader’s Interest • Include testimonials from previous attendees • Describe what participants will miss if they don't attend • Offer continuing education units • Include "Did you know?" facts

  23. Registration Information • Include all the details in promotions • May want to consider: • Accepting credit cards • Using PayPal (??) • Registration form on web • Offer incentives for early registration (rather than late penalties)

  24. The Marketing Budget • Need to separate your promotion and production costs to get a handle on marketing returns based on efforts • Many guidelines suggest 20-30% of budget should go into marketing. • LERN book says 10-15% of income

  25. Promotional materials used by the 2007 Idaho Living on the Land Program

  26. Marketing Impacts (the 40-40-20 rule) 40% - Offer the right product at the right price 40% - Reach your target audience segment 20% - Create effective promotions Developed by the late Ed Mayer, considered the "dean of direct marketing."

  27. Summary

  28. You’re on your way to a successful Living on the Land Program! UNCE, Reno, NV

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