Kindermusik Gold Coast July 2009


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A presentation given to Kindermusik Educators by Yvette Adams of The Creative Collective in July 2009. The topic of the presentation was low cost and no cost marketing strategies to market your Kindermusik classes. A heavy focus was given to online marketing strategies including social media such as Facebook, Twitter and others.

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Kindermusik Gold Coast July 2009

  1. 1. Low cost or no cost ways to market your Kindermusik classes
  2. 2. Yvette Adams • The Creative Collective +
  3. 3. Citizen of the world
  4. 4. Citizen of the world
  5. 5. Citizen of the world
  6. 6. Yvette Adams Kids – Rio (5 years) + Matisse (2 years)
  7. 7. What I did in my first year with Kindermusik head office 2000 on the database 6729 on the database Unique users per month to Unique users per month to site = 665 site = Regularly 5000+ Communication frequency = Communication frequency = infrequent every two weeks – either newsletter or special offers Online sales = $6000 per Online sales = $100,000+ annum per annum Predominantly offline Predominantly online marketing marketing
  8. 8. Let me get to know you a little better… • Facebook? know it? use it? • Linkedin? know it? use it? • Twitter? Know it? Use it? • Blog? have one? work it? • Website? have one? use it? • CMS website? have one? reap the reward? • Online database? have one? use it? • SEO? know it? use it? • Adwords? Know it? use it? • Emarketing? Know it? use it? • Ecommerce? have one? use it?
  9. 9. Important presumptions I’ve made about you for my presentation • That you have a website or AT LEAST some forms of online presence (or are planning to get them soon!) • That you’d like more leads/inquiries • You’d consider expanding your classes/school if you knew how • That you’d like more customers/sales • That you’d love to be more efficient • That you’d love to automate tasks where possible • That you’d like to know about the most cutting edge, innovative marketing strategies currently available to you • That you are only interested in strategies that give you a GREAT return on investment
  10. 10. The effect I hope to have on you… STOP START Always doing what you’ve always done Thinking outside the square of the most innovative (because you’ll always get what you’ve marketing strategies you could possibly engage in always go, or worse – times are changing!) Burying your head in the stand and Being open minded about the possibilities and how making excuses about being busy/non they could benefit your business some of which are techie/limited by budget very easy to do and low cost or no cost! Throwing stuff out there with no proper Tracking and measuring EVERYTHING you do measurement devices in place Measuring the cost of advertising and Measuring the impact of marketing activities marketing activities Doing things offline… ..if they can often be done faster and cheaper online Guessing and presuming what your Conducting research to understand buying motives prospectives and clients want and barriers to sale
  11. 11. The effect I hope to have on you… STOP START Looking for new business If you haven’t maximised what you’re already sitting on and what they are worth to you Having casual phone, email and A bullet proof prospect to conversion system walk in chats to prospective clients that capitalises on every contact you receive Waiting until your client comes to Keeping in touch via a frequency and method you that is helpful, not annoying Not wanting to put yourself in the Creating and taking publicity opportunities for spotlight the good of your business Hoping for the best and having a Getting crystal clear about your objectives, ‘bit of an idea’ of what you want to setting SMART goals and targets achieve at the end of the day
  12. 12. The ice-cream The sales funnel The Ice-Cream Marketing Funnel © 2006 Yvette Adams
  13. 13. Five low cost or no cost marketing strategies that WILL make an impact 1. A web presence - google maps, directories etc 2. A website you can self manage (and that you do regularly update) which has a good level of interaction and high conversion 3. Emarketing & database drives 4. Facebook 5. Twitter 6. SEO & SEM
  14. 14. Tracking the results • Google Analytics or other web stats in place • Offline procedures in place You must ask every single person who: • Walks in • Phones up • Emails you For their: • Name • Email • Phone – main and alternative is ideal • Post code • Preferred method of contact i.e. phone or email • HOW THEY HEARD ABOUT YOU. ‘newspaper’ is not enough – try and extract exact name of the publication and note it.
  15. 15. 1. A web presence Options include: 1.1 Google Maps 1.2 Business directories – paid and unpaid 1.3 Government/council/local directories 1.4 Industry directories 1.5 Social media (but we’ll go into that more later)
  16. 16. 1.1 Google Maps  Visibility on Google Maps gives you access to approx 2.6 million Australians each month according to Roy Morgan  A search in google Maps for ‘kindermusik’ provided me with 116 listings
  17. 17. Tips to help Google users find and connect with your business • Make sure your listing is complete and accurate – videos, photos, opening hours, types of payment taken, description etc. • Choose the most appropriate, specific categories for your business. • Establish a strong, accurate presence on the web
  18. 18. The types of categories you might like to list for
  19. 19. The types of categories you might like to list for
  20. 20. 1.2 Free business directories • Yellow pages -
  21. 21. Search ‘free business directory’ or ‘free business listing’ or similar
  22. 22. Example of a free business directory
  23. 23. 1.2 – Paid business directories
  24. 24. 1.3 – Government/council directories
  25. 25. 1.3 – Local directories
  26. 26. 1.4 – Industry directories
  27. 27. 2.0 – A good website that you can self manage. Why?  It should be the epicentre of your business  It can work for you 24/7  It can grow with your business – i.e. more classes, change of contact details, news etc.  The demographic you are targeting demand it (Gen X & Y parents) starts a search for new info, services and products on a search engine, Cell phone, no landline, pay bills online, Reads blogs/websites/youtube not newspaper, does not have Yellow Pages, into Social networking, judges brands by their web site
  28. 28. Traits of a good website…  Visually appealing  Fulfills the ‘8 second rule’  Data capture prominent and enticing for users to leave details i.e. incentive  Any desired call to action prominently featured  Opportunities for clients to ‘interact’ where-ever possible – comments, fill in form, check availability, view photos, videos, audios etc.  Easy to find the information they want with multiple navigation points plus main service offerings clearly identifiable  Loads fast  Scannable copy with lots of internal links  Search engine optimised  Regularly updated so encourages repeat visits – events and news articles good here
  29. 29. 3.0 – Database & emarketing The importance of a centralised, online database • Means you can quickly and easily contact your database in a relevant way rather than spending hours on the phone ‘ringing around’ and not getting any body or hours printing and collating envelopes and posting out specials or running the risk of missing people from hotch potch excel spreadsheets or ‘groups’ in outlook. • You can start to do contras with other companies i.e. I’ll give you a mention in my blast out if you’ll give me one in yours • Adds significant value to your business should you ever decide to sell it. • Gives you a good birds eye view of your • business. • Can grow automatically overnight if linked to your website
  30. 30. Why Microsoft Outlook/Express/ Hotmail etc just won’t do error 452 4.5.3 Too many recipients specified You have exceed the maximum number of recipients allowed within one hour. Please try again in one hour.
  31. 31. Six things you need to know about databases 1. Have one 2. Grow it – You need to be constantly thinking of ways to grow your database. 3. Segment it into relevant client groups that apply to your business – different people are interested in different products, services, events or information you might have on offer so don’t bother them with things that don’t apply. Just think, how would you like someone telling you all about make-up when you’re a bloke! 4. Communicate with either the entire database or the client groups mentioned above REGULARLY (but not so often that you end up annoying them and they unsubscribe) and RELEVANTLY. 5. Track results and listen to and implement the feedback your database give you 6. Get a system that will grow with you
  32. 32. Categories every business should have • Prospective clients • Deactivated clients • Current clients • VIP Clients Some others that may suit you • By product purchase • By service • By gender • By location
  33. 33. 15 ways to start or grow your database 1. Tell your clients, associates, and friends 2. Put a signup form on your home page and every page of your Web site. 3. Use a pop-up or pop-under box on your site. Studies show pop-ups/unders can increase your e-zine signups by up to 10 times! 4. Offer a free goodie for new subscribers - free article, report, resource list, e-book, etc. 5. Offer a free sample issue on your Web site or have one available by e-mail autoresponder - Some people won't sign up for anything until they can see it first. 6. List your e-zine in free e-zine directories 7. Swap ads with other e-zines 8. Buy ads in other e-zines 9. Plug your e-zine in your e-mail signature 10. Get content published in OTHER e-zines 11. Do a co-op with other e-zine subscribers 12. Try a pay-for-subscriber service. 13. Announce your e-zine to all of the professional organizations and associations you're a member of. 14. Advertise your e-zine on the back of your business cards. 15. Become active in a few online forums where your ideal readers hang out.
  34. 34. Emarketing systems we use and recommend… See:
  35. 35. CASE STUDY | Name: Email: Post code: How did you hear about us?
  36. 36. 4.0 – Facebook The importance of a centralised, online database Growth More than 200 million active users More than 100 million users log on to Facebook at least once each day More than two-thirds of Facebook users are outside of college The fastest growing demographic is those 35 years old and older User Engagement Average user has 120 friends on the site More than 5 billion minutes are spent on Facebook each day (worldwide) More than 30 million users update their statuses at least once each day More than 8 million users become fans of Pages each day Applications More than 900 million photos uploaded to the site each month More than 10 million videos uploaded each month More than 1 billion pieces of content (web links, news stories, blog posts, notes, photos, etc.) shared each week More than 2.5 million events created each month More than 35 million active user groups exist on the site International Growth More than 50 translations available on the site, with more than 40 in development About 70% of Facebook users are outside the United States
  37. 37.
  38. 38.
  39. 39.
  40. 40. Sources: 1 – Facebook | Advertising, Estimates taken on 19th of December 2008. 2– 3218.0 – Regional Population Growth, Austral , via Wikipedia: List of cities in Australia by populati
  41. 41.
  42. 42. How it all works • Personal pages – you the individual • Professional pages – you the business person • Company pages v groups
  43. 43.
  44. 44. Facebook advertising
  45. 45. Criteria = Anywhere in Australia 27 – 50 Female In a relationship, engaged, married
  46. 46. What if we specify a city and a 50 mile radius? Even more targeted!
  47. 47. 5.0 To Twitter or not to Twitter – that is the question!  Worldwide traffic to reached 10 million visitors in February 2009, up a whopping 700 percent from the same time last year, according to comScore  But the question is, should you be doing it and what are the tangible results it can return?
  48. 48. 5.0 To Twitter or not to Twitter – that is the question!  Once you have a Twitter account (as easy as setting up a hotmail, gmail or similar email account and also free), essentially you have 140 characters to play with and tell people what you are doing.  The key to getting the return on your efforts is, like any other marketing, setting out with a specific objective in mind.
  49. 49. Possible relevant objectives: •To establish or build your organisation or individual profile •To drive traffic to your blog or website •To network with potential parents, influencers, or others in your niche. •To get valuable feedback •To build a community •To act as an alternative form of communication – quick and easy too! •To hire people – be they volunteers or paid? •To update your community of new class timetables/updates/achievements/end of terms/deadline to enrol etc. •To promote events/product launches/updates/fund-raising drives? •To provide live coverage of an event (you could ‘twitter’ updates from for instance a tele-thon, all night walk-athon etc) •To raise money for a child/family in need •To show a more personal side of yourself from your usual public persona? •To run occasional “twitter only” discounts and specials
  50. 50. Follow and be followed •Once you have an objective you need to ‘follow people’ • Suck in your address book, search for relevant groups to join, list on directories, search for existing customers or influencers in your industry and clicking on the ‘follow’ button • Aim for relevancy and large number of followers •Follow and follow back - It is generally Twitter etiquette to reciprocate those who follow you by following them back
  51. 51. You thought texting was bad. Now learn twitterisms! •still an emergent phenomena, and as such, etiquette is negotiable •@creativecollect i.e. ‘enjoyed your presentation on the Gold Coast this weekend!’ • # hashtags are a community-driven convention for adding additional context and metadata to your tweets. Example uses Events or conferences, e.g.: "Tara's presentation on communities was great! #barcampblock" Disasters: "#sandiegofire A shelter has opened up downtown for fire refugees." Memes: "My #themeword for 2008 is conduct." Context: "I can't believe anyone would design software like this! #microsoftoffice" Recall: "Buy some toilet paper. #todo" Quote: "Great minds discuss ideas. Average minds discuss events. Small minds discuss people." ~Eleanor Roosevelt #quote
  52. 52. Twitter success stories • Feel good - Bonnie Sayers @autismfamily, a mother of children with autism, decided to use Twitter to promote awareness of autism and to allow those who live with it to share their experiences and knowledge with others. Dubbed “Twitter Autism Day” and connected with the #ASD hashtag, achieved huge number of tweets becoming a “trending topic” on more than one occasion during the day. Sharing their experiences over Twitter was a great way for parents and those suffering autism to connect. • $$$ Story - In December 2008 computer giant Dell (@delloutlet) announced that it had generated $1 million online by posting e- commerce links to its Twitter feed. Latest reports say it has now surpassed $2m in Twitter related sales. Whilst it obviously isn’t a not for profit organization (far from it in fact) we’re sure you’ll agree it’s not a bad result for a little twittering!
  53. 53. 6.0 SEO & SEM Search term PPC stuff SEO stuff
  54. 54. Want more on SEO? Join our 10 week program starting soon!
  55. 55. Special deal for Kindermusik educators only Normally $995 for a 10 week program. If you book in the next week - $495!
  56. 56. There’s one more very powerful marketing method I’ve purposely overlooked. Can you guess what it is? Word of mouth!!! •Referrals •Incentives •Strategic alliances •The overall customer experience •Surveys/polls •Mystery shoppers •Immediate feedback asking for a referral
  57. 57. How do you know if it’s working?  Review your web stats regularly - we have a DVD set on how to understand your web stats, filters you can set etc.  Work out your cost per lead and per sale regularly  Re-allocate spend that is not working  Ensure tracking is in place and that you run it for a minimum of 3 months to see a trend  Be aware of people trying to sell you into long ad campaigns – test and measure first  Develop a one page, quick-look marketing plan which shows all online & offline activities – see template Send them back to the website or highlight the website’s key features/offers applicable to that market  Where possible send them to an ad specific URL or ad-tracker
  58. 58. Your Homework  Website – working for you? Optimised? Looks good? Strong call to action?  Am I writer? Then submit blog posts to us or post regular content to your website, pr newswires or article directories.  Company Facebook page and exploring the capability of running demographically targeted ad campaigns through Facebook.  Get key company documents i.e. templates, forms, contacts, procedures and policies ONLINE utilizing technology such as wikis, Google Docs or otherwise where you can share and collaborate online and mobilize your business. If things are quieter than usual, there is no better time to get this key documentation for your business in place.  Explore other social media realms and possibilities i.e. Facebook, Twitter, You Tube etc  Make sure that in all your marketing material it is explicitly clear what you offer and what action you want them to take. If it’s not, change your marketing to something that is powerful and effective.  Make sure your marketing features your website and other social media community links ALWAYS and PROMINENTLY  Make sure you have a good email signature with your current offer!
  59. 59. The ice-cream The sales funnel © 2006 Yvette Adams
  60. 60. The result? Mmmm….
  61. 61. Want more on marketing?
  62. 62. QUESTIONS????
  63. 63. Want constant tips & inspiration? • Sign up to my database and receive useful tips, upcoming events and other special offers for my services: • RSS Feeds - informative articles on tips, tools and tricks related to succeeding online and your marketing strategies: • Read past blog posts: . • Become a fan of our company on our Facebook page • Follow us on Twitter • Products – Ebooks, SEO Olympics, marketing programs, Audios • Come to our Web Wed events – Second Wed of every month via webinar. See our website for latest event details