Marketing…It’s More than Mailing Out Brochures

Tami NorrisCustom 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– 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– 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:– # members– Quality of members– Demographics– Structure– Focus– Frequency of meetings– Cost– What do people say about it

You Are a Member, Now What

• Show up• Participate• Leadership Role• Speak or Sponsor

Levels of Recognition

• Visible• Memorable• Reliable• Expertise• Profit

Exercise

• Twitterfy your business

Social Media

• Facebook• LinkedIn• MySpace• Plaxo• Twitter

What Media to 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

ROI

• Before deciding on any marketing plan you must determine the desired outcome(s) so you may measure the return on your investment

Measuring ROIGroups/Media

Time Cost Biz Develop.

Other Value Misc.

BNI 5 hours/month

$300/yr +$40/mon

3 leads,$500 contract

Speak @ Rotary

Goals

• Contracts• $ Sales• Leads• Referrals• Link Backs• Literature

Display/Distribution

• Speaking Engagements• Articles• Introductions• Newsletter

Subscriptions

Develop Your Strategy

• What percent of your time and money will you spend– Cold calling– Direct mail– Blasts– Networking– Social media upkeep

Cold Call

BrochureNetwork-ing

Targeted Mail

Social Media

Blasts

Marketing Resources

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

• www.womma.org• www.cnpofohio.com• www.referralinstitute.com• www.bni.com

Resources

• Duct Tape Marketing• Masters of Sales• World’s Best Known Marketing Secret• The Power of Approachability

Questions

• Contact Information:Tami Norristnorris@northweststate.edu419-530-3321Twitter: techietami