Effective communication skills to market your workshop
agenda0 Understanding Your Community & Customers0 Developing your Marketing Message & Budget0 Brainstorming Group Project0 Wrap up
Understanding your community0 Are there segments of the community underserved?0 Does my community want or value my unique competitive offering?0 Is there too much competition in the segment of my market to be competitive?
Understand your customer0 How does my potential customer get “information products and/or services” (in a store, on the web)?0 What kinds of habits does my customer have?0 What are my target customer’s primary motivations for seeking out information?
Develop your Marketing Message0 Two parts: brief tagline | marketing message0 tagline – short and right to the point!0 Marketing message 0 An explanation of your target prospect’s problem 0 An explanation about why you are the only “business” that can solve your prospect’s problem. 0 An explanation of the benefits people will receive from using your solution. 0 Examples and testimonials from customers you have helped with similar problems. 0 Your unconditional guarantee.
How will you do it?0 Newspaper ads 0 Special events0 Social Media 0 Flyers0 Posters 0 Email0 Contests 0 Postcards/Rack Cards0 Card decks 0 Doorhangers0 Seminars 0 Media releases0 Television ads 0 Fax broadcasts0 Signs 0 Brochures0 Radio ads 0 Gift certificates0 Banners 0 Word-of-mouth0 Articles 0 Website0 Classified ads 0 Sign picketing0 Newsletters 0 Business cards0 Charity events 0 Catalogs0 Networking 0 Public speaking0 Billboards 0 Window display0 Magazine ads
Develop the Marketing Budget0 Determine how much money is available,0 detail the financial aspects,0 and show how implementation of your plan will be profitable to the library.
0 In small groups, take ____ minutes to work through the following items (see worksheet) BRAINSTORM and develop a workshop for the Anytown Library. 0 What community are you serving? 0 Who are your customers? 0 Develop your workshop message/description but be brief and to the point. 0 Create an innovative workshop title that best describes your workshop. 0 What specific news/media/other outlets will you alert? 0 How much $$$ will you spend and on what?0 Each group will have time to report.
Thank you!0 Dr. Curtis R. Rogers0 Communications Director0 803-734-89280 email@example.com