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Market me

Market me. Carly Brookfield, Head of Membership Services Driving Instructors Association. Your marketing assets and tools ...your product and your brand. You Your knowledge and expertise Your experience Your diversity – specialisms and flexibility Your car Your brand

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Market me

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  1. Market me Carly Brookfield, Head of Membership Services Driving Instructors Association

  2. Your marketing assets and tools ...your product and your brand • You • Your knowledge and expertise • Your experience • Your diversity – specialisms and flexibility • Your car • Your brand • Your pupils and key referrers • Your track record • Your reputation • Your experience as a customer of any kind, for any kind of service • Your continuing professional development (new skills, new knowledge)

  3. What is your Elevator Pitch? I’m sure there’s something I’ve forgotten for this pitch...

  4. Marketing superheroes harness lots of powers • Use the key marketing channels and tools at your disposal • Experiment and evaluate – decide what works, drop what doesn’t • Research - what are other small businesses doing to market themselves, locally, nationally, globally • Network • Perfect your elevator pitch

  5. Key Marketing Channels for ADIs • • Direct Marketing • • PR • • Emarketing (including social media) • • Events • • Partnership/networking • Product development – packages, deals, new skills and specialisms • • Market Research

  6. PR & Events • • Community events – you are a community resource, have a presence, build profile • • Local business networks • • Editorial hooks – you can be a contributor • • Writing a driving or road safety article or columns • • Vox pops/rentaquote – become one on road safety or driving issues • •Talks to local groups - offer yourself to everyone! • Local groups - want speakers, potential customers or influencers in the audience • Use community resources to advertise free or cheaply

  7. Partnership & Networking • • Local business groups & networks • • Look at who else wants to target your audiences • Enter in partnership and do some deals, reciprocal marketing • Who to partner? • - Youth orientated businesses such as sports clubs, leisure providers • - Other private tutors/trainers - dance schools to football clubs • - Schools and FE Colleges • - Youth groups

  8. A word about your package • You’ve perfected your pitch but what about your package? • Don’t compete on price, compete on value • Packages and deals are not the devil’s spawn • Effective recruitment and retention tool (ties people in for longer) • Bulk up your package – what added value can you offer? What deals can you do? • Pre and post-test packages • If they fixed the prices tomorrow, you’d have to market harder and create even more differentiation – packages and deals would be even more important

  9. The most powerful form of Marketing? • Word of mouth • Ask for recommendations • Incentivise referrals - one bottle of wine goes a long way! • Track referrals so you know and can exploit your best sources • All your other marketing activities work towards fuelling this most powerful marketing channel

  10. Key Online Marketing Channels for ADIs/Driving Schools • Own website • Online advertising tools such as Google Ads • Display Advertising and editorial content on other websites • SEO/SEM • Social Media • Directory listing • Emarketing campaigns

  11. Your website – DIY or Designer? • Various online build you own options and you don’t need to be a web programmer • Moonfruit, Go-Daddy, 1and1 are all big brands in this marketplace • Easy to use guides • Plenty of designed solutions available too • Ask for recommendations • Research their portfolio/client list • Look at other local business sites or other ADI sites you admire – who do they use • Lot of rogue traders in this area so watch out • DIA design service in development – watch this space

  12. Essential web design • Mobile and tablet version of your website • Content Management System (or CMS) • Metatags – key descriptors of you site’s content • Unique, accurate page titles • Have a Site Map – search engines love them. • Have clear and obvious navigation– • Think of the user journey, least steps possible to find information and make actions • Avoid 100% flash web sites, search engines find it difficult read, people are impatient • Avoid music • Keep text above the fold • Think about use of colour and text size fonts – doesn’t just need to be attractive, • needs to bereadable and also needs to comply with legislation • Does it echo and reflect your brand so you generate brand recall?

  13. Desirable web design • Use images, video and enrich your content – search engines like • enriched content • Payment function • Online booking and diary function • Multi-platform instant publishing - technology which helps you publish • across all your sites and social feeds at once • Facebook, Twitter and other social media links

  14. Essential content • Contact details must be prominent on every page • Clear positioning statement about what you do– your elevator pitch • Explain how you can help visitors to your site, • Incorporate important keywords and phrases – what you do, not waffle • Allow room for at least 50 words but preferably less than 100 words • Search engines regard the first 100 words on a web page as the most important • Keep it fresh and interesting so people have reasons to come back

  15. Desirable content • Pricing or idea of ballpark costs of your services • People profile - qualifications, accreditations, awards and experience plus personality • Testimonials and case studies • Credibility Logos – i.e. DIA brand, DSA etc • Success rate - more than just your pass rate • Any offers or incentives • Tips, news and advisory articles about learning to drive • Blogs – pupils, and your own • Links to other useful sites • Online learner logs – coming soon from DIA!

  16. ‘A tree falls in the forest…getting your website seen’ • 97% of consumers search for local businesses online – will they find you? • You can build a perfect website, but its content can remain invisible to search engines unless you promote it. • Search technology relies on the metrics of relevance and importance to display results • Search engines still needs humans to like/want and seek out what you offer to gauge • popularity and relevance and rank it highly • Develop your website with the user in mind, and search engines will like it too

  17. Free emarketing tools • Use free online resources – Google Webmaster Tools • - Google Places • - Google Alert • - Google Website Optimizer • - Google Analytics • Google, Bing and Yahoo yourself regularly to check position on key word searches • Ask friends, family and pupils to search on key terms for and review your site in terms of ease of use, ease to find and how you compare • Free website audit and design brief – check they are no obligation and be comfortable saying no to pressure sales afterwards

  18. Users and search engines love originality… Make a splash and standout

  19. ‘I’ve got a website and I’m not afraid to use it!’ • Email campaigns • Enewsletters • Advertise your online presence - in your branding and marketing? Car, business cards, flyers? • Make sure your domain name is memorable - as you whizz past or you’re parked up can they see it and remember it/type it into search quickly? • Use other marketing channels to fuel your SEO and drive traffic to you • PR • offers and incentives – only available online? • social media • enriched content • links to and from other sites your target audience use • blogs – yours and your pupils

  20. Customer service and marketing tool • Use it to also manage and increase efficiency of customer service/cut down on admin etc • You’re in the car teaching – your website and emarketing channels need to work as customer service channels • Incentivise/encourageonline bookings and payments, possibly even initial enquiries • Online booking, payment function, surveys, automated online assistant (Moxie, Zoho)

  21. Search Engine Marketing - ‘paid for’ SEO • Promotion of websites increasing their visibility in search engine results • Google Adwords– you chose the phrases and keywords most relevant to your • product, service or audience, Google pushes them for you • If unique enough and not much competition even a one month campaign can boost SEO for months – hence originality overall so important • Yahoo Search Marketing and Microsoft adCenter other options • . • Paid inclusion – paying for listing in search engines, normally annual fee • Pay per click (PPC)– advertising on other sites where you paying for volume of traffic clicking through on adverts

  22. Monitor it • Analytics are not just for geeks • It’s free! • Understand your visitors and what they do on your site • Check positioning and ranking in all major search engines • Regularly Google your site and all brands/names associated with your business • Google and monitor competitor sites • Search on what users would search for, not just your business name and see where you appear • Monitor source of all enquiries/business - how many cite your website or emarketing channels as source? • Reputation management

  23. Social Media Marketing • Social media marketing  - process of gaining web traffic or attention through social media sites • Twitter • Facebook • Foursquare - location based social networking website, where users can check into locations via their smartphones. • Instagram - free photo-sharing program and social network - 100 million registered users. • Blogs • LinkedIn • YouTube • Groupon and similar – voucher based sales to subscribed community • Gumtree • Freecycle- exchange/barter based community of subscribers

  24. Social Media Marketing – Free Stuff • Create content that attracts attention and encourages readers to share it with their social networks • Offers and incentives • News • Success stories, passes • Student blogs • Competitions • Surveys • Anything that can go viral – shock and awe campaigns (though be aware of the pitfalls)

  25. Social Media Marketing – Paid For • Facebook and Twitter, in fact most social media channels, now offer advertising options • Facebook surveys, sponsored content, games and giveaways • Facebook also ‘sell’ user data based on behaviours in Facebook • Twitter – pay to promote your tweets – good platform for new products and promotions • Twitter ‘Promoted Accounts’ – pay for followers • Groupon and similar promotions

  26. Want to know more about online marketing? it!

  27. How we can help with Marketing? • National PR and marketing campaigns to educate the public about driver education • FADI-free with membership • New Learner portal coming soon • National contracts and strategic partnerships – delivering work for our members • Helpdesk support – expert professional marketers on the ened of a phone or email • CPD – business development modules to short elearning courses • How To Guides on social media, marketing etc available soon

  28. Contact us with any questions of queries:carlybrookfield@driving.orghelp@driving.orgtraining@driving.org

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