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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

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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
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
But First, Target Market
  • “Everybody” is not your target market
  • Evaluate your products, customers
  • Targeted efforts to reach those markets
exercise
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
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
Low Cost Alternatives
  • Email/Fax Blasts
  • Relationship Marketing
    • Networking Groups/Events
    • Social Media
email fax blasts
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
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
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
Exclusive
  • People looking to do business with each other, you will NOT find your competition here
  • Example
    • BNI
    • Leads group
community service
Community Service
  • Main goal is service, business can happen by association
  • Example
    • Rotary
    • Kiwanis
    • Lions
professional associations
Professional Associations
  • Main goal is education, collaboration can happen here
  • Example
    • OCHEA
    • NCCET
    • ACHE
    • NCPN
  • You might consider involvement in the professional associations of your target markets
social business groups
Social-Business Groups
  • Main goal is around the focus of the organization, but again, business can happen by association
  • Example
    • College Alumni Association
    • Red Hats
    • Church
    • Non-profit Boards
    • Masonic & Other Fraternal Groups
referral based marketing
Referral Based Marketing
  • “Givers Gain” BNI philosophy
  • Leads vs. Referrals
  • Develop a low to no cost salesforce
what groups to join
What Groups to Join
  • Select a mix, but you can’t do it all
  • Evaluate:
    • # members
    • Quality of members
    • Demographics
    • Structure
    • Focus
    • Frequency of meetings
    • Cost
    • What do people say about it
you are a member now what
You Are a Member, Now What
  • Show up
  • Participate
  • Leadership Role
  • Speak or Sponsor
levels of recognition
Levels of Recognition
  • Visible
  • Memorable
  • Reliable
  • Expertise
  • Profit
exercise1
Exercise
  • Twitterfy your business
social media
Social Media
  • Facebook
  • LinkedIn
  • MySpace
  • Plaxo
  • Twitter
what media to use
What Mediato Use
  • Select a mix, but can’t do it all
  • Evaluate:
    • # members
    • Quality of members
    • Demographics
    • Structure
    • Focus
    • Frequency of meetings
    • Cost
    • What do people say about it
slide25
ROI
  • Before deciding on any marketing plan you must determine the desired outcome(s) so you may measure the return on your investment
goals
Goals
  • Contracts
  • $ Sales
  • Leads
  • Referrals
  • Link Backs
  • Literature Display/Distribution
  • Speaking Engagements
  • Articles
  • Introductions
  • Newsletter Subscriptions
develop your strategy
Develop Your Strategy
  • What percent of your time and money will you spend
    • Cold calling
    • Direct mail
    • Blasts
    • Networking
    • Social media upkeep
tracking to measure roi
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
Resources
  • www.womma.org
  • www.cnpofohio.com
  • www.referralinstitute.com
  • www.bni.com
resources1
Resources
  • Duct Tape Marketing
  • Masters of Sales
  • World’s Best Known Marketing Secret
  • The Power of Approachability
questions
Questions
  • Contact Information:

Tami Norris

tnorris@northweststate.edu

419-530-3321

Twitter: techietami