Transcript Marketing_Webinar_V10FS_Nov10

Digital Unite Marketing
Webinar
Part I
Marketing
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Defining your clients
Identifying client needs
Planning to meet that need
 Your USP / Digital Unite USP
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Being aware of your competitors
Reaching your client base
Learning from other DU trainers
Digital Unite projects
Other opportunities as a self-employed
person
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Key requirements for
marketing ones services
 Confidence and perseverance
 Be prepared to spend:
– Time
– Effort
– Money
 Ideas
 A recognised Brand
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Marketing myself where do I start?
 Understand your local environment
– Identify competitors
– Identify opportunities
 Promote, Advertise
– ‘promoting ones business without advertising is
like winking at a girl in the dark –- you know what
you’re doing but no-one else does’
[thanks to Mark Twain]
 What will work for me?
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Marketing myself where do I start?
Who are our clients?
What do they want?
Only once you know the answers to these questions, can you
effectively ask yourself –
 What can I offer?
 What is my USP/Digital Unite USP ?
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Marketing myself where do I start?
Discussion Results – (1 of 2)
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Who are our clients?
Older people
People with disabilities
Out of work adults
Returning to work mothers
Office workers
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Marketing myself where do I start?
Discussion Results – (2 of 2)
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What do they want?
Basic computer skills
Get on line (understanding the Internet, searching for info)
Email
Handling ‘attachments’
Photographs – as attachments or more speciality photography
Shopping on-line (general shopping, supermarket, eBay, etc)
[Security using credit cards for above]
Internet Telephony (ie Skype, Webcam)
Purchasing / Installing equipment (part or all)
Choosing Broadband provider – possibly installing
Other functionality: Card making, Letters (word processing), Posters for events,
Spreadsheets
Speciality software packages (eg SAGE)
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Other
(personal) opportunities
 Publicise any personal skills
Identify other services you could offer:
Addressing accessibility needs
Family History (Genealogy)
Technical (hardware) skills
Digital Photography
Website creation
Medical ‘telecare’
Special video creation
Blogging/Social Networking
Ebay
Mac
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Profile your Ideal Client
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Male or Female?
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How old?
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Working or Retired?
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What does he/she read?
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Which shops does he/she use?
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Does he/she belong to any clubs?
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Does he/she have any family?
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What will he/she want to learn?
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How would he/she learn if it wasn’t for you???
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Marketing myself where do I start?
Who are our clients?
What do they want?
Once you know the answers to these questions, ask yourself –
 What can I offer?
 What is my USP/Digital Unite USP ?
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Where my competition might
come from
Open Discussion
Who will I be competing with when
marketing my services?
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Where my competition might
come from?
Discussion outcome:
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Family
Colleges
Libraries, Day Centres, Community Centres
Age Concern, U3A
Independent trainers (like ME!)
Libraries / UK Online Centres
Local Computer Suppliers / Dealers?
Technical repair centres?
Others?
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What promotional opportunities
might work for me?
 Business Cards (and SIGNATURE BLOCK on email)
 Press release – local papers/magazines, radio
 Talk to as many people as possible:
– Local computer shop – (use DU postcards)
– Local technical support people – swop business cards
– Networking
• Business Link / Chamber of Commerce / FSB
• Meetups / Tweetups / Ecademy
 Social Networking – Facebook, Twitter, LinkedIn
 Volunteering:
– Local Library – (use DU Postcards)
– U3A
– Age Concern
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Marketing myself where do I start?
 Understand your target market
–  Who are your clients?
–  What do they want?
–  What can you offer?
 Understand your own local environment
–  Identify where competition might come from
– Identify promotion opportunities
‘Homework’ – preparing for Part II
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Digital Unite Marketing
Webinar
Part II
Marketing myself where do I start?
 Understand your target market
–  Who are your clients?
–  What do they want?
–  What can you offer?
 Understand your own local environment
–  Identify where competition might come from
– Identify promotion opportunities
‘Homework’ – preparing for Part II
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What promotional opportunities
might work for me?
 Business Cards (and SIGNATURE BLOCK on email)
 Press release – local papers/magazines, radio
 Talk to as many people as possible:
– Local computer shop – (use DU postcards)
– Local technical support people – swop business cards
– Networking
• Business Link / Chamber of Commerce / FSB
• Meetups / Tweetups / Ecademy
 Social Networking – Facebook, Twitter, LinkedIn
 Volunteering:
– Local Library – (use DU Postcards)
– U3A
– Age Concern
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What works for other Tutors?
Results from recent Tutor Questionnaire:
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Advertising –
– Parish magazines, local newspapers
– Computer repair shops
– Shop windows
– Social networking, e.g. Facebook
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Volunteering –
– Courses for U3A
– SSD event at local library
– Get Online week events
– Internet café
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Word of mouth, client referrals
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Mail drop to sheltered housing schemes offering to do a free talk
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More advertising opportunities
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Free local online advertising, Google Maps, Yellow pages, Gumtree,
Upmystreet, UKVillages, local council website etc
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Communities/Clubs/Societies/Religious (e.g. U3A, WI, Saga, Churches,
British Legion, Retirement villages, Golf, Bowls, health clubs etc)
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Schools
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‘Old-boy’s network’ (school, university, ex-corporate lists, clubs, etc)
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Special Interest Groups – e.g. Genealogy, Local History, Photography,
dancing, choirs etc.
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Leaflet/flier drop or Targeted mail-out (very expensive/small return)
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Others?
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Own Website
Dave Parkhouse
http://www.david-parkhouse.co.uk
Anne Donnelly
http://www.annedonnelly.co.uk/tutor
Richard Adams
http://www.silver-surfers-academy.co.uk
Gerry Thorpe
http://www.homecomputertuition.com
Tony Balsdon
http://tonybalsdon.co.uk
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Marketing: What has
worked for others?
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Marketing: What has
worked for others?
COMPUTER TRAINING
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One-to-one training
On your own computer
At home or at work
Learning what you want
At your own speed
At an affordable price
Also mobile ECDL testing
Digital Unite specialises in training beginners,
but welcomes learners of all levels and ages.
I can also supply and advise on special
hardware/software if you have a condition that
makes it difficult to use a computer
Call Fiona on
01932 342788 or 07904 705618
or email [email protected]
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Marketing: What has
worked for others?
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Marketing: What has
worked for others?
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Marketing: What has
worked for others?
" COMPUTER TUITION at home for older beginners. Email;
Internet; Digital Photography; Word Processing. Call
Digital Unite: [….tel No]"
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Marketing: What has
worked for others?
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Marketing: What has
worked for others?
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Marketing: What has
worked for others?
Free business listing on Google Maps
This links to the DU
website.
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Silver Surfers’ Day
 Digital Unite’s most powerful asset
– Friday of Adult Learners’ Week
– Next year it is on 20th May
 Great opportunity to make new contacts, showcase your
services, gain valuable publicity
 Set up your own event - lots of help on
http://silversurfers.digitalunite.com/
 Encourage others to hold events in libraries, day centres etc
and volunteer your help
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Silver Surfers’ Day –
benefits to Tutors
From Tutor Questionnaire Nov 10
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I have always gained new clients from events
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Get online week produced 35 new contacts
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Increased exposure to local community, improved networking
opportunities
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Good relationship with local library
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Get Online has helped me to meet many new prospective clients
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Never forget…
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Keep some business cards or DU postcards in your pocket or
handbag and in the car at all times.
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Never leave a client without leaving your card.
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When handing out notes/learner materials always make sure your
name and phone number are on them (stickers?)
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When teaching email, make sure you add your email address to
their Contacts.
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When teaching Skype, add your ID to their Contacts.
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When teaching the Internet, add the DU website (and/or your
own) to their Favorites.
Keeping existing clients is easier & cheaper than finding new ones!
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