Transcript Marketing presentation

Marketing Your Training Centre
Inland Waterways Instructor Conference
2013
Topics for this workshop
1. What is marketing?
2. How to market your Training Centre
3. Who are you marketing to?
4. Writing a Marketing Plan
Protecting your Rights, Promoting your Interests
What is marketing?
• Marketing is the process of performing market
research, selling a product/service to customers and
promoting them via advertising
• It is an integrated process through which companies
build strong customer relationships, creating
value for customers
• Being able to promote your Training Centre to the
right people in the right way is crucial to its future
Protecting your Rights, Promoting your Interests
Marketing Mix
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Product
Price
Place
Promotion
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Product
• What is your Unique Selling Point?
– New boats?
• How do you add value to your product?
– Free lunch?
• What accreditation to you have?
• Who has recommended you?
• When can I take my course with you?
Protecting your Rights, Promoting your Interests
Price
• What does it cost?
• Special deals?
• How does this compare to other TC’s?
Protecting your Rights, Promoting your Interests
Place
• What is your location?
• Where can people find and buy your
product?
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Face to face
Post
Phone
Online
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Place - First impressions
• Shop front
• Website
– Examples
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Promotion
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Recommendation
PR
Branding
Social media
E-newsletters/Newsletters
Texts
Advertising – radio, local press
Website
Protecting your Rights, Promoting your Interests
Public Relations (PR) – what is it?
Raising public awareness using print,
broadcast and online media and other
relevant bodies to publicise good news
stories and events
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Public Relations opportunities
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Event at your Training Centre – open day
Staff or volunteers
Sponsorship or fundraising
Customer stories
Visits
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Branding
• Branding is the term to describe the design
and logo that identifies your organisation
• Branding assists the public in identifying you
• A strong brand can build recognition for your
Training Centre, while improving your profile
within the community.
• What is your Training Centres brand
identity?
Protecting your Rights, Promoting your Interests
Social media – do we need it?
• http://www.youtube.com/watch?v=ZQzsQk
MFgHE
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Facebook
• Setup a facebook page
• Invite your “friends” to like your page
• Their friends will see that they like your
page
• Setup a facebook event – open day
• Invite your friends
• Ask your friends to invite their friends
• Link to your website
Protecting your Rights, Promoting your Interests
Twitter
• Make a list of useful people to follow and
who you want to follow you
• Follow them
• Ask them to follow you
• Regular tweets – what are you doing –
what is coming up
• Ask for re-tweets
• Link to your website
Protecting your Rights, Promoting your Interests
YouTube
• Second most popular search engine in the
world
• What comes up when you type in your
Training Centre??
• Create a simple introduction to your
Training Centre and upload it
• Videos on a webpage = 10 x more hits
Protecting your Rights, Promoting your Interests
E-newsletters/newsletters
• Existing customers
• Tell them about –
– What is happening
– Why they should come back
– Why they should recommend a friend –
incentivise?
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Who are we marketing to? What do your
customers look like?
Protecting your Rights, Promoting your Interests
Markets segments
• Sport England and Experian has developed
19 sporting segments
• Helps you identify who your potential
customer is
• What they want - motivations and barriers
• Best methods of communicating with them
• Web tool to analyse segment population at
different geographic levels
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More info here • http://segments.sportengland.org/querySe
gments.aspx
• http://www.rya.org.uk/coursestraining/reso
urces/Pages/Knowingyourcustomer.aspx
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Marketing plan
• 4 P’s
• Where do you want to be?
• How are you going to get there?
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Your Marketing Plan – write it down!
What
How
Who/
Cost
Timing
RYA courses
Website – list dates +
setup online payment
Facebook page
GB £0
Begin Jan
GB £0
Begin Feb
Facebook page
Website
Press release local media
Invite ex customers + their
friends + family
GB £0
GB £?
GB £0
On-going updates
Begin May
On-going updates
Open day
11th June
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You are not on your own!
• RYA Guide to social media
• RYA marketing your club webpages
• RYA PR Toolkit
Protecting your Rights, Promoting your Interests
Summary
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Price
Product
Place
Promotion
Who are you marketing to?
Resources
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Questions?
[email protected]
07876 330136
Protecting your Rights, Promoting your Interests