5 Core Marketing Concepts
Richard T. Walsh, Ph. D.LERN Senior Consultant
5 Core Marketing Concepts
1. Goal of Marketing2. New Customers are More
Expensive3. Segment the Market4. Direct Marketing5. Market Affectively
1. Primary Goal of Marketing
Establish a positive image and relationship with your present & potential participants.
Products to Customers Shift
We manage customers not products
1. Goal of Marketing
ThemUs
ThemUs1. Goal of Marketing
Everything We Do is Marketing …
a. Facilityb. Reject potential teachersc. “Hello”d. On hold: length, music, kinde. Course selectionf. Registration processg. Websiteh. Shopping cart
1. Goal of Marketing
2. New Customers Are More Expensive
New Customers More Expensive
MailingResponse
Rate Reg.$ per
Customer
6,000 past 6.00% 360 $4.17
30,000 new 1.00% 300 $25.00
36,000 total 1.83% 6602. New Customers
3. Segment the Market
Customer clusters with same characteristics or demographics
Market Segments
3. Segment the Market
1. No average participant
Average
Why Market Segments
Segment
1. No average participant2. Serve some not all3. Understand individuality4. Sell more
Why Market Segments
3. Segment the Market
Using Market Segments
1. Determine Market Segments
2. Define with 2-4 variables
3. Deliver different products
4. Different promotions to market segments
1. Determine Market Segments
1-3 demographic variables
Demographics:
Community Courses
Geography* Age* Sex Formal Education
Demographics:
Continuing Professional Education
Geography* Occupational Specialty* Job Title Size of Company
2. Build Profile
Use 2-4 demographics• Age• Job title• Business• Area of town• Marital status• Income • Education
3. Deliver Different Products
4. Different Promotions
Ideal Market Segments
3. Segment the Market
4. Direct Marketing
4. Direct Marketing
1. Promotions to segments who want it2. Provides data3. Measure success4. Test methods5. Brochure primary method
4. Direct Marketing
Data to Examine
1. Brochure response 2. Responses different dates – mail & email3. Mix of media4. Venues
4. Direct Marketing
3-30-3 RULE
3 seconds - Grab AttentionCover or headline
30 seconds – What’s In It For Me? 1st two pages or 1st paragraph
3 minutes - ActionInside
4. Direct Marketing
I = Interest First 2 Pages
D = Desire Session/Course Description
A = Action Registration Information
& Form
AIDA
A = Attention Cover
5. Market Affectively
Affective Cognitive
Market Affectively
Create a feeling Market to hearts, emotions & feelings
Establish Position in Participants’ Minds
Your program’s nameLERN
A slogan“Information That Works!”
A logo
5. Marketing Affectively
5 Core Marketing Concepts
1. Goal of Marketing2. New Customers are More
Expensive3. Segment the Market4. Direct Marketing5. Market Affectively
5 Core Marketing Concepts
Richard T. Walsh, Ph. D.LERN Senior Consultant
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