Marketing your child care business 2013
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  • Provide consistency (through your company logo, colors, message) to build an image of what your business offers and create a loyal following of customers.Reading reference: 3 Weeks to Startup, Chapter 10: Brand Aid.
  • Divide your potential customers into target groups so you can tailor the message you send.Some additional material:http://www.allbusiness.com/marketing-advertising/marketing-techniques/11808994-1.html http://articles.mplans.com/market-analysis-is-the-foundation-of-the-marketing-plan/http://planasyougo.com/prove-your-market/
  • Marketing Strategy: Determines the choice of target market segment, positioning, marketing mix, and allocation of resources (Wikipedia)
  • Think of marketing as the entrance to a funnel. The top of the funnel is wide, then it narrows down so that the contents can flow into the container. Marketing reaches wide to catch the attention of prospective customers, then funnels down to the final step, selling the product or service to the customer.Tim’s Notes:I use the funnel to try to make the point that there is a continuum between marketing, at the top of the funnel, and sales, at the bottom. Suggested discussion: Some companies are heavy on the top of the funnel, some on the bottom. A small professional business-to-business service like a graphic artist or bookkeeper or management consultant is usually bottom only, just the direct sales, no top of the funnel at all. A large marketing-driven consumer product organization like a major retail product does mainly top-of-the-funnel marketing, trusts sales to happen at the store level. Marketing has to be tailored to the situation. There are no standards.
  • All those Ps: ProductPlace (distribution channel and distribution strategy)Promotion (advertising, PR, website)PricePositionReading Reference: Chapters 11, Spin the Web (about marketing on the web), and all of Chapter 12, Spread the Word, 3 Weeks to Startup.
  • Discussion: from a blog post interview by Guy Kawasaki of Tim BerryQuestion: What are some of the common mistakes? Answer: (A list of four answers, including the following:“Thinking that being the lowest price option is important. It isn’t. The price and volume thing they talk about in economics classes is for 200-year-old lumps of coal, not your business. Use price as a statement of quality. Leave the low-price strategies for Walmart and Costco. “Read more: http://blog.guykawasaki.com/2007/07/how-to-write-a-.html#ixzz0NAJMx3LU
  • Use this slide for emphasis and discussion. Give examples of when a high price works better than a low price: Seafood in general, sushi in particular? Cars? Do I want to stay at the cheapest place in the city? Discount dental work? Our root canal matches prices?
  • Your choice of location (referred to in an earlier slide discussion) will affect where you choose to put your advertising budget.Discussion: effective advertising strategies. Consider the range from yellow pages (as if anybody still uses them) to major network television advertising, and even the Super Bowl. What might work for the businesses in your class? Does radio still work? Local television? Newspapers? Advertising isn’t random. It has to work with strategy. Are the key messages getting communicated? Advertising is disappearing to some extent as budgets turn towards web ads and search engine ads. Why?
  • How does your product reach your customers?From you (the vendor) to the customerFrom you to the retail store to the customerFrom you to the distributor to the store to the customerDiscussion: margins through channels. GatekeepersSuggested blog post: http://upandrunning.entrepreneur.com/2009/07/09/getting-your-product-on-retail-shelves/
  • You can hire a public relations firm to oversee the promotion of your product or service. You can also create ‘free’ publicity, especially through the Internet.Discussion: What is PR really, at a local level? Working with your local newspapers, blogs, google search, yahoo search, etc. Press releases in the real world. Speaking at local Rotary, Kiwanis, etc.

Marketing your child care business 2013 Marketing your child care business 2013 Presentation Transcript

  • 2013 - Mt Hood Community College SBDC - CCR&RMarketingTo Your Child Care Business– SBDC / CCR&R
  • Course DescriptionNow that you’ve take the plunge, how do you findthe right customers.How do you keep them happy and saying nicethings about you and your businessHow do you grow the business in spite of yourcompetition2013 - Mt Hood Community College SBDC - CCR&R
  • Small Business Development Centers What do they do? Workshops, Seminars and Long Term Classes Webinars and online training Business Counseling How are they funded? Sponsoring Community College Small Business Administration (SBA) OECDD (Lottery Money)2013 - Mt Hood Community College SBDC - CCR&R
  • CCR&R What do they do? Workshops Business Workshops Early Childhood Workshops Resource Team Technical Assistance andConsultation Behavioral Health Specialists Early Intervention/EC Special Ed Professional Development Early childhood Education Consultants2013 - Mt Hood Community College SBDC - CCR&R
  • Portland Metro Area SBDC’s Oregon Small Business Development CenterNetworkwww.bizcenter.org Child Care Resource and Referral- CCR&R1006 SE Grand Ave. Portland, ORPh. 503-548-44002013 - Mt Hood Community College SBDC - CCR&R
  •  Jim Smith Business Advisor @ MHCC, SBDC (503) 922-0784 jsmith@ychange.com www.ychange.com http://twitter.com/ychange http://www.facebook.com/ychange http://www.linkedin.com/in/ychangeIntroductions - ME2013 - Mt Hood Community College SBDC - CCR&R
  • Introductions - YOU Name Describe your business What do you expect from this workshop? Specific areas of concern2013 - Mt Hood Community College SBDC - CCR&R
  • Agenda1. Your Favorite Customer2. The Message or Value Proposition3. Communicating The Message4. Your Competition5. Your Cash Flow6. The Planning Process7. Your NetworkSlide 82013 - Mt Hood Community College SBDC - CCR&R
  • Branding2013 - Mt Hood Community College SBDC - CCR&R Slide 9
  • Target Marketing2013 - Mt Hood Community College SBDC - CCR&R Slide 10
  • The spoken and unspokencustomer PAIN and what theyvalue most are understood inpart by the answers to aparticular set of questions.Your Favorite CustomerSlide 112013 - Mt Hood Community College SBDC - CCR&R
  •  What do these CUSTOMERS need? What is their pain? Do they even know their needs? Do they really understand their pain? What does your Competition offer them? What can YOU offer these customers? What do they THINK YOU offer them? How do they describe your offerings?Understanding Your CustomersSlide 122013 - Mt Hood Community College SBDC - CCR&R
  • Geographic VariablesPotential customers are in thefollowing kind of marketplace: Local State Regional, or National InternationalSlide 132013 - Mt Hood Community College SBDC - CCR&R
  • Demographic VariablesPotential Customers are identified bycriteria such as:AgeRaceReligionGenderFamily sizeOccupationIncome LevelEducation levelMarital statusSlide 142013 - Mt Hood Community College SBDC - CCR&R
  • Psychographic Variables Lifestyle: conservative, exciting, trendy, economical Social class: lower, middle, upper Opinion: easily led or opinionated Activities and interests: sports, physical fitness, shopping, books Attitudes and beliefs: environmentalist, security conscious.Slide 152013 - Mt Hood Community College SBDC - CCR&R
  • Behavioristic VariablesProducts and services are purchasedfor a variety of reasons:BrandLoyaltyCostFrequency of purchaseAmount of purchaseTime of YearTime involved in purchasing decisionWhere customer purchases the product2013 - Mt Hood Community College SBDC - CCR&R Slide 16
  • Linguistic VariablesProducts and services are describedby a variety of words and phrasesKeywordsKey phrasesMisspellingsGeographic dependencies2013 - Mt Hood Community College SBDC - CCR&R Slide 17
  • Who is the favorite customerWhat is their painHow do they describe it in their wordsYour Customer SegmentSlide 18Listen to your customersLearn to think inside their boxLearn their languageLearn to walk in their shoes2013 - Mt Hood Community College SBDC - CCR&R
  • The Marketing MessageUsing what you learned about yourcustomers and the language they use todescribe your offerings….how you describewhat you do to them.Slide 192013 - Mt Hood Community College SBDC - CCR&R
  • It Explains Your Business Who you are targeting? What they are looking for? What you are offering? Why it is so very special? How it is unlike others?2013 - Mt Hood Community College SBDC - CCR&R Slide 20
  • Communicate The MessageVia The Different Media Classical Media Digital/Electronic MediaSlide 212013 - Mt Hood Community College SBDC - CCR&R
  • Media Broadcast Print Conversation Mail PR Web Sites Social MediaSlide 222013 - Mt Hood Community College SBDC - CCR&R
  • The Web’s Impact on Customers. Communication habits are changing Most of your future customers willbe coming from a digital generation iPhone & iPad Instant Messaging Web searching Social Media & Networking Digital Readers & MetersSlide 232013 - Mt Hood Community College SBDC - CCR&R
  • A Website Is…Your Customers Use It – not to findyou – But To Check You Out!Slide 242013 - Mt Hood Community College SBDC - CCR&R
  • ContentThe most important part of your site Speak to your target market/visitor’s trueneed You need to listen to them to understandthe language You write differently for the Web than youdo for anything else Establish credibilitySlide 252013 - Mt Hood Community College SBDC - CCR&R
  • Social Media Social media use rising: More than 1 billion registered users onFacebook and more than 517 million on Twitter and 400 million onGoogle+. More than 71% of businesses plan on increasing their useof Facebook, Twitter, YouTube and blogs in 2013 Small businesses are dominant players: Small businesses arecashing in quickly on social media. The increase in use over the pastyear is up from 12% to 24 %. Mass consumer adoption of social media: 93% of social mediausers say your company should have a social media presence. 56%of users feel both more closely connected with and better served bycompanies when they can interact with them in a social mediaenvironment Smart phone use: 16% calls and 84% texting and social mediaSlide 262013 - Mt Hood Community College SBDC - CCR&R
  • Social Media ToolsRSSBlogsFacebookTwitterLinkedInYouTubeYelpFoursquarePinterestGoogle+Slide 27
  • RSSSlide 282013 - Mt Hood Community College SBDC - CCR&R
  • Why blog? The hub of your social media marketing. You become the expert. Connect to a wider audience. Grow your brand. Gives you material to distribute. SEO.Slide 292013 - Mt Hood Community College SBDC - CCR&R
  • Facebook More than 1 billion registered users. 100M in US Each has on average 130 friends Fastest growing demographic is 35+ Clients are there. They’ll spread the word. You have friends on Facebook to start a network. Integrates easily with other social media platforms You can advertise on FacebookSlide 302013 - Mt Hood Community College SBDC - CCR&R
  • What is Twitter? Microblogging platform composedentirely of 140 character answersto 1 simple question: “What are you doing?” or rather,“What are you interested in rightnow?” HootSuite TweetdeckSlide 312013 - Mt Hood Community College SBDC - CCR&R
  • HootsuiteSlide 322013 - Mt Hood Community College SBDC - CCR&R
  • LinkedIn World’s largest professional network withover 60 million members Draw up a professional profile or resume Make professional connections:employers, consultants, group members,etc Collaborate, post/distribute jobs listingsSlide 332013 - Mt Hood Community College SBDC - CCR&R
  • RE-THINKING “social” Networking Gen Y outnumber Baby Boomers using SocialNetworking Technologies 96% have joined a social network 1 out of 8 couples married last year met online Radio 50 million users = 38 years facebook reached 100 million in 9 months! facebook “country,” third largest in the world Google+ 925000 new users every day Twitter – 85 million tweets per daySlide 342013 - Mt Hood Community College SBDC - CCR&R
  •  Word of Mouth has become World of Mouth25% search results (Top 20 brands) linked to user-generated content34% of bloggers post opinions about products & brandsDo you know what they are sayingabout you or your competitors?RE-THINKING “social” NetworkingSlide 352013 - Mt Hood Community College SBDC - CCR&R
  • Your Competition Who is in YOUR market? What do they offer? How different? What is unique? Why do people use them? What do they communicate? Copies of brochures, Web, Ads, etc.Slide 362013 - Mt Hood Community College SBDC - CCR&R
  • What To Look For Battles chosen Comparisons made Claims made Areas ignoredKeep your friends close andyour competitors closer.Slide 372013 - Mt Hood Community College SBDC - CCR&R
  • Advisory Board4 Reasons Networking Potential Industry Trends Business Advice Emotional SupportSlide 382013 - Mt Hood Community College SBDC - CCR&R
  • Advisory Boards - Who Business Customers Small Business Peers Consultants – SBDC/SCORE Suppliers Banker – CPA Insurance Brokers LawyersIn the counsel of many there is wisdom.Slide 392013 - Mt Hood Community College SBDC - CCR&R
  • Marketing Your Business2013 - Mt Hood Community College SBDC - CCR&R Slide 40
  • The Sales and Marketing Funnel2013 - Mt Hood Community College SBDC - CCR&R Slide 41
  • Marketing Mix2013 - Mt Hood Community College SBDC - CCR&R Slide 42
  • Basic Positioning2013 - Mt Hood Community CollegeSBDC - CCR&RSlide 43
  • It’s All Positioning2013 - Mt Hood Community College SBDC - CCR&R Slide 44
  • Pricing is Magic2013 - Mt Hood Community College SBDC - CCR&R Slide 45
  • Don’t Price Too LowLow price ≠high volumeHigh price =high qualityPrice premium2013 - Mt Hood Community College SBDC - CCR&R Slide 46
  • Premium Pricing, Quality, Service2013 - Mt Hood Community College SBDC - CCR&R Slide 47
  • Advertising2013 - Mt Hood Community College SBDC - CCR&R Slide 48
  • Content = Marketing MessageThe important parts of your social strategy Speak to your target market/visitor’s trueneed Listen so you understand their language Write differently for the Web than you dofor anything else Establish and maintain credibilityPage 492013 - Mt Hood Community College SBDC - CCR&R
  • Remember… Advertising Is About Understanding your customer Understanding your message Getting the message to your marketPage 502013 - Mt Hood Community College SBDC - CCR&R
  • Direct Communications2013 - Mt Hood Community College SBDC - CCR&R Slide 51
  • Indirect Communications2013 - Mt Hood Community College SBDC - CCR&R Slide 52
  • Public Relations2013 - Mt Hood Community College SBDC - CCR&R Slide 53
  • A Final Thought…2013 - Mt Hood Community College SBDC - CCR&R Slide 54
  •  Jim Smith Business Advisor @ MHCC, SBDC (503) 922-0784 jsmith@ychange.com www.ychange.com http://twitter.com/ychange http://www.facebook.com/ychange http://www.linkedin.com/in/ychangeME2013 - Mt Hood Community College SBDC - CCR&R Slide 55