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Marketing Your Training Centre Inland Waterways Instructor Conference 2013

Marketing Your Training Centre Inland Waterways Instructor Conference 2013. Topics for this workshop. W hat is marketing? How to market your Training Centre Who are you marketing to? Writing a Marketing Plan. What is marketing?.

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Marketing Your Training Centre Inland Waterways Instructor Conference 2013

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  1. Marketing Your Training Centre Inland Waterways Instructor Conference 2013

  2. Topics for this workshop • What is marketing? • How to market your Training Centre • Who are you marketing to? • Writing a Marketing Plan

  3. 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

  4. Marketing Mix • Product • Price • Place • Promotion

  5. 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?

  6. Price • What does it cost? • Special deals? • How does this compare to other TC’s?

  7. Place • What is your location? • Where can people find and buy your product? • Face to face • Post • Phone • Online

  8. Place - First impressions • Shop front • Website • Examples

  9. Promotion • Recommendation • PR • Branding • Social media • E-newsletters/Newsletters • Texts • Advertising – radio, local press • Website

  10. 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

  11. Public Relations opportunities • Event at your Training Centre – open day • Staff or volunteers • Sponsorship or fundraising • Customer stories • Visits

  12. 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?

  13. Social media – do we need it? • http://www.youtube.com/watch?v=ZQzsQkMFgHE

  14. 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

  15. 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

  16. 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

  17. E-newsletters/newsletters • Existing customers • Tell them about – • What is happening • Why they should come back • Why they should recommend a friend – incentivise?

  18. Who are we marketing to? What do your customers look like?

  19. 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

  20. More info here - • http://segments.sportengland.org/querySegments.aspx • http://www.rya.org.uk/coursestraining/resources/Pages/Knowingyourcustomer.aspx

  21. Marketing plan • 4 P’s • Where do you want to be? • How are you going to get there?

  22. Your Marketing Plan – write it down!

  23. You are not on your own! • RYA Guide to social media • RYA marketing your club webpages • RYA PR Toolkit

  24. Summary • Price • Product • Place • Promotion • Who are you marketing to? • Resources

  25. Questions?gareth.brookes@rya.org.uk07876 330136

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