Transcript 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
• Networking Groups
• Social Media
– Evaluating ROI
– Building a Balanced Marketing Plan
But First, Target Market
• “Everybody” is not your target market
• Evaluate your products, customers
• Targeted efforts to reach those markets
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
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?
Low Cost Alternatives
• Email/Fax Blasts
• Relationship Marketing
– Networking Groups/Events
– Social Media
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
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
Non-Exclusive
• People looking to do business with each
other, you will find your competition here
• Example
– Chamber of Commerce
– American Business Women Association
Exclusive
• People looking to do business with each
other, you will NOT find your competition
here
• Example
– BNI
– Leads group
Community Service
• Main goal is service, business can happen by
association
• Example
– Rotary
– Kiwanis
– Lions
Professional Associations
• Main goal is education, collaboration can
happen here
• Example
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OCHEA
NCCET
ACHE
NCPN
• You might consider involvement in the
professional associations of your target
markets
Social-Business Groups
• Main goal is around the focus of the
organization, but again, business can happen
by association
• Example
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College Alumni Association
Red Hats
Church
Non-profit Boards
Masonic & Other Fraternal Groups
Referral Based Marketing
• “Givers Gain” BNI philosophy
• Leads vs. Referrals
• Develop a low to no cost salesforce
What Groups to Join
• Select a mix, but you can’t do it all
• Evaluate:
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# members
Quality of members
Demographics
Structure
Focus
Frequency of meetings
Cost
What do people say about it
You Are a Member, Now What
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Show up
Participate
Leadership Role
Speak or Sponsor
Levels of Recognition
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Visible
Memorable
Reliable
Expertise
Profit
Exercise
• Twitterfy your business
Social Media
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Facebook
LinkedIn
MySpace
Plaxo
Twitter
What Media to Use
• Select a mix, but can’t do it all
• Evaluate:
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# members
Quality of members
Demographics
Structure
Focus
Frequency of meetings
Cost
What do people say about it
ROI
• Before deciding on any marketing plan you
must determine the desired outcome(s) so
you may measure the return on your
investment
Measuring ROI
Groups/
Media
Time
Cost
Biz
Develop.
Other Value Misc.
BNI
5
hours/month
$300/yr +
$40/mon
3 leads,
$500 contract
Speak @
Rotary
Goals
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Contracts
$ Sales
Leads
Referrals
Link Backs
Literature
Display/Distribution
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Speaking Engagements
Articles
Introductions
Newsletter
Subscriptions
Develop Your Strategy
• What percent of your
time and money will
you spend
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Cold calling
Direct mail
Blasts
Networking
Social media upkeep
Marketing Resources
Blasts
Social
Media
Cold Call
Targeted
Mail
Networking
Brochure
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
Resources
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www.womma.org
www.cnpofohio.com
www.referralinstitute.com
www.bni.com
Resources
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Duct Tape Marketing
Masters of Sales
World’s Best Known Marketing Secret
The Power of Approachability
Questions
• Contact Information:
Tami Norris
[email protected]
419-530-3321
Twitter: techietami