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Marketing…It’s More than Mailing Out Brochures

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

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Marketing…It’s More than Mailing Out Brochures

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  1. Marketing…It’s More than Mailing Out Brochures Tami Norris Custom Training Solutions A Division of Northwest State Community College

  2. 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

  3. But First, Target Market • “Everybody” is not your target market • Evaluate your products, customers • Targeted efforts to reach those markets

  4. 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

  5. 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?

  6. Low Cost Alternatives • Email/Fax Blasts • Relationship Marketing • Networking Groups/Events • Social Media

  7. 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

  8. 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

  9. Non-Exclusive • People looking to do business with each other, you will find your competition here • Example • Chamber of Commerce • American Business Women Association

  10. Exclusive • People looking to do business with each other, you will NOT find your competition here • Example • BNI • Leads group

  11. Community Service • Main goal is service, business can happen by association • Example • Rotary • Kiwanis • Lions

  12. 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

  13. 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

  14. Referral Based Marketing • “Givers Gain” BNI philosophy • Leads vs. Referrals • Develop a low to no cost salesforce

  15. 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

  16. You Are a Member, Now What • Show up • Participate • Leadership Role • Speak or Sponsor

  17. Levels of Recognition • Visible • Memorable • Reliable • Expertise • Profit

  18. Exercise • Twitterfy your business

  19. Social Media • Facebook • LinkedIn • MySpace • Plaxo • Twitter

  20. What Mediato 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

  21. ROI • Before deciding on any marketing plan you must determine the desired outcome(s) so you may measure the return on your investment

  22. Measuring ROI

  23. Goals • Contracts • $ Sales • Leads • Referrals • Link Backs • Literature Display/Distribution • Speaking Engagements • Articles • Introductions • Newsletter Subscriptions

  24. Develop Your Strategy • What percent of your time and money will you spend • Cold calling • Direct mail • Blasts • Networking • Social media upkeep

  25. 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

  26. Resources • www.womma.org • www.cnpofohio.com • www.referralinstitute.com • www.bni.com

  27. Resources • Duct Tape Marketing • Masters of Sales • World’s Best Known Marketing Secret • The Power of Approachability

  28. Questions • Contact Information: Tami Norris tnorris@northweststate.edu 419-530-3321 Twitter: techietami

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