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Marketing your summer reading program
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  • If we don’t Market- we don’t Grow- and if we don’t grow we don’t SURVIVE. <br />
  • Have a specific Goal. Normally I would spend a lot of time on this but we are doing a campaign, not an overall marketing plan so for this campaign (targeted marketing effort around one single event, product, fact that is time sensitive and has a discrete ending) You just need to have a goal and I will give your goal <br />
  • No one can afford to target everyone <br /> Targeting a specific market does not mean that you have to exclude people that do not fit your criteria from buying from you. <br /> Rather, target marketing allows you to focus your marketing dollars and brand message on a specific market that is more likely to buy from you than other markets. This is a much more affordable, efficient, and effective way to reach potential clients and generate business. <br /> Who are your current customers, and why do they buy from you? Look for common characteristics and interests. Which ones bring in the most business? It is very likely that other people like them could also benefit from your product/service. <br /> How to Define Your Target Market: Check Out Your Competition <br />  Who are your competitors targeting? Who are their current customers? Don&apos;t go after the same market. You may find a niche market that they are overlooking. <br /> How to Define Your Target Market: Analyze Your Product/Service <br /> Write out a list of each feature of your product or service. Next to each feature, list the benefits they provide (and the benefits of those benefits). For example, a graphic designer offers high quality design services. The resulting benefit is a professional company image. A professional image will attract more customers because they see the company as professional and trustworthy. So ultimately, the benefit of high quality design is to gain more customers and make more money. <br /> Once you have your benefits listed, make a list of people who have a need that your benefit fulfills. For example, a graphic designer could choose to target businesses interested in increasing their client base. While this is still too general, you now have a base to start from. <br /> How to Define Your Target Market: Choose Specific Demographics to Target <br /> Figure out not only who has a need for your product or service, but also who is most likely to buy it. Think about the following factors: <br /> • Age • Location• Gender• Income level• Education level• Marital or family status• Occupation• Ethnic background <br /> How to Define Your Target Market: Consider the Psychographics of Your Target <br /> Psychographics are more personal characteristics of a person, including: <br /> • Personality• Attitudes• Values• Interests/hobbies• Lifestyles• Behavior <br /> Determine how your product or service will fit into your target&apos;s lifestyle. How and when will they use the product? What features are most appealing to them? What media do they turn to for information? Do they read the newspaper, search online, or attend particular events? <br />
  • This is two part- one to help you determine how much money you need to make it happen and how much you need to ask for <br /> The other part is to pass along this value to your users to let them know that bang they are getting for their buck <br /> Third reason if what you want to do is too a high a cost to get a good return on investment (see main point) then you may have to back track <br />
  • This is two part- one to help you determine how much money you need to make it happen and how much you need to ask for <br /> The other part is to pass along this value to your users to let them know that bang they are getting for their buck <br /> Third reason if what you want to do is too a high a cost to get a good return on investment (see main point) then you may have to back track <br />
  • website and SEO campaign. <br /> ads. <br /> social media craze and started a Facebook page. <br /> blog post each week. <br /> an introductory video on YouTube. <br /> Other examples include: rack cards, placing business cards at various locations, running ads in local media such as newspaper, giving away promotional materials such as pens, and posting on Facebook. Basically you build a business and wait for potential customers or clients to come to you rather than intentionally pursuing them. <br /> Passive marketing reaches the customer through customer service and smart positioning. For example, a customer uses a search engine to locate the business or a phone book to find the phone number. The marketing was done before the need arose, and no special event was required to bring the customer into the business. Passive marketing is thoughtful and anticipatory. It takes work and planning, but practical means and methods -- such as having good, informative articles on a website, and being listed in industry directories -- do get results. <br /> Active marketing requires action on the part of the small business. Active marketing may mean networking with other businesses or working on building your referral pool. It also includes selectively advertising to drive in new business. This type of marketing is deliberate and purposeful. It takes effort. Active marketing often includes meeting vendors and customers face to face, holding sales appointments, and making cold calls. This kind of marketing requires skill and persistence. <br />
  • Internal <br /> Marketing falls into two camps: external and internal. External marketing refers to traditional marketing tools such as advertisements, aimed at developing awareness in consumers who don’t know about your small business. Internal marketing targets those who do know about your business -- such as its employees and current clients -- and enlists their support in developing a strong brand image internally. The rationale behind internal marketing is that a small business can use its own employees to tout the benefits of its products or services, a strategy that saves on external marketing costs and strengthens the brand overall. Some of the most effective internal marketing tools include internal launch campaigns, influential employees, targeted events and training. <br /> Internal Launch Campaigns <br /> Internal launch campaigns are marketing platforms that target employees. These campaigns take place before the public revelation of the same campaign. Internal launch campaigns are highly effective internal marketing tools because they generate enthusiasm for the campaign among the employees who will be in charge of managing it. Thus, by the time the campaign hits the public, momentum is in full swing. Internal launches also allow small businesses to work out some of the kinks before the campaign goes live to consumers. <br /> Influential Employees <br /> Influential employees in an organization often function as effective internal marketing tools. These employees are typically non-managerial, highly visible and admired members of the organization. Examples may include a particularly gifted programmer or salesperson. Often these employees shape opinion inside your business, so getting their input on the marketing campaign before it goes out to the consumer often encourages buy-in from other employees. <br /> Related Reading: Factors Influencing Internal Marketing Culture <br /> Events <br /> Events that target employees in a positive manner represent another valuable internal marketing tool. Events may showcase employees&apos; other talents, such as the Voice of McDonald’s competition, wherein McDonald’s employees from all over the world compete to sing at the company’s annual trade show conference and win a $25,000 grand prize. Such events serve the dual purpose of rewarding employees and elevating the image of the brand in the eyes of consumers. <br /> Training <br /> Training programs represent another useful internal marketing tool. Teams of employees engaged in shared learning experiences tend to develop social support networks among themselves that further the internal marketing goal of employee engagement with the organization, as well as increase job satisfaction. <br /> External <br />
  • A name, term, design, symbol, or any other feature that identifies one seller&apos;s good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller. <br />
  • Media strategy- A plan of action by an advertiser for bringing advertising messages to the attention of consumers through the use of appropriate media. <br />
  • Planning Calendar work back 12 weeks from launch date week 1-6 is securing funding, permissions, creating material <br /> week 6-12 sending out materials to your demographic groups and following up with passive adverting <br /> More specifically week 6-10 is buzz building <br /> week 10-12 is heavy rotation and personal follow ups <br />

Transcript

  • 1. Be M agnetic
  • 2. In order to grow your business you need to attract and then retain a large base of satisfied customers.
  • 3. Def.(inition) Marketing- Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (Approved July 2013 American Marketing Association)
  • 4. 15% more than last year- in every group Early Literacy- newborn-kindergarten Children- kindergarten-12 Teen- 13-18 Adult- 18 and up
  • 5. Marketing is Easy
  • 6. Marketing is Easy Age Location Gender Income level Education level Marital or family status Occupation How does Summer Reading fit into your target's lifestyle? How and when will they use the product? What features are most appealing to them? What media do they turn to for information? Do they read the newspaper, search online, or attend particular events?
  • 7. Marketing is Easy We have a product, Summer Reading, now you have to determine how people want to use it- will you have a tween program, teens, early literacy, adults, etc.
  • 8. Marketing is Easy It’s not free, so calculate the cost and decide what value it holds
  • 9. Marketing is Easy This is the fun part! (more to follow)
  • 10. Marketing is Easy Logistics and Roll Out for this case we are going to call it a Marketing Campaign Think about people can participate, is it available only on your time? Can you do it at home, online, through a school, church or group?
  • 11. Marketing Mediums Methods for message delivery
  • 12. Strings… ROI WHAT WORKED WELL IN THE PAST? GOAL RELATIONSHIPS ASK PARTNERSHIPS MATERIALS MONEY BRAND CONSISTENCY