presentation on marketing basics, general sales techniques, and economic theories on recruiting families, students and volunteers

1. Building YFU
Communities

2. Marketing and Sales Concepts
• Basic marketing concepts
• Sales techniques
• Planning strategies

4. Marketing Basics

5. The Big Question
Why do Host
Families, voluntee
rs and students
want to
participate?

6. Why do customers purchase what they
do? How can we relate this to
families, students, volunteers
• Personal Factors
– Age
– Life-Cycle Stage
– Occupation
– Economic Circumstance
• Psychological Factors
– Motivation
– Personal Perception
– Learned Experiences
– Beliefs
– Attitudes
• Social Class

7. Marketing Mix:
The Four P’s of Marketing
• Product – What are you selling?
• Price – How much does the customer pay?
• Place – Where can a customer purchase
your product? How does it get there?
• Promotion – How will people know what
you’re selling?

9. Product
What is our product What is our mission
• Are we promoting a • YFU mission – YFU
product or a service? prepares young
people for their
• How can you
responsibilities and
describe it?
opportunities in a
• What are the core changing, interdepend
values of the ent world
product?

10. Product (exchange)
• What are the benefits of your
product/exchange program?
• What makes your product
/exchange program different
from what is in the market
today?
• What are the specifics of our
service and how does it relate to
the needs/wants of the family?

11. Price
• What are competitors
charging/paying?
• What is our “price”? Its
not a dollar amount so
how can we show the
value of our program?

12. Place (Distribution Channels)
• How easy will it be for families and students to
find/sign up/learn about our program?
• Will you market directly to the end-user or indirectly
through others (schools, etc)?
• How will you distribute your product/service?

13. Promotional Mix
• Advertising - Any paid form of
non-personal presentation and
promotion of ideas, goods, or
services by an identified
sponsor.
• Examples: Print
ads, radio, television, billboard,
direct mail, brochures and
catalogs, signs, in-store
displays, posters, motion
pictures, Web pages, banner
ads, and emails.

14. Promotional Mix
• Public relations - Non-paid non-personal stimulation
of demand for a product, service, or business unit by
planting significant news about it or a favorable
presentation of it in the media.
• Examples: Newspaper and magazine
articles/reports, TV and radio
presentations, Charitable
contributions, speeches, issue advertising, and
seminars.

15. Promotional Mix
• Personal selling - A process of helping and persuading one or
more prospects to purchase a good or service or to act on any
idea through the use of an oral presentation.
• Examples: Sales presentations, sales meetings, sales training
and incentive programs for intermediary
salespeople, samples, and telemarketing. Can be face-to-face
or via telephone. (sales training later in the presentation)

16. 21st Century Marketing
• Personalization
• Participation
• Peer-to-Peer
• Predictive Modeling

17. Personalization of YFU
How can we
personalize the YFU
program?
How do we make our
volunteers/host
families/students feel
special and unique
and wanted and
needed?

18. YFU Participation
• How can we increase volunteer
participation in YFU?
• How can we increase student participation
in YFU?
• How can we increase
host family participation
in YFU?

19. YFU Peer-to-Peer Marketing
• How can we utilize
peer-to-peer
marketing to
promote YFU?
• Facebook
• Instagram
• Pinterest
• Twitter
• Students giving
presentations at schools
• You tube
• texting

20. YFU and Predictive modeling

21. YFU and Predictive modeling
• Teachers
• Families with middle school girls
• People who ride motorcycles
• Home Depot
• Others?

22. Develop an Advertising Campaign
• Send a single idea and theme across a number
of advertising outlets
• What is the campaign theme or central
message communicated in all promotional
activities
• Speak in the advertising language your target
market will want to hear

23. How do we build YFU Brand?
• Always wear name tags
• Use clip board with YFU logo on it
• Talk about YFU consistently using social
media
• List YFU on Facebook info as activity
• Always wear YFU shirt when
conducting interviews, going
to public YFU events

24. Trademarks/themes

25. • Who are our “customers”
Customer • Are all our customers the
Segmentation same?
• Who are our stakeholders?
• Do we use the same language
and message to speak to our
community?

26. Do you know your customer
or think you know your customer?
• Who decides if your product is
worth buying?
• Who decides its value?
• Who decides where to buy?
• Who decides where you should
promote your product?
Research your potential families

27. Host
families, volunteers • What are we looking for in
and AO’s a host family?
• Where are these families
located?
• What are we looking for in
a volunteer?
• Where are volunteers
located?
• What are we looking for in
AO’s
• Where are AOs located?

28. Sales

29. Sales Process
• Prospect
• Identify
• Qualify
• Meet and greet – set expectations
• Presentation – show the value of YFU
• Proposal
• Close
• Post sales – customer service

30. Sales techniques
• Solution selling • Salesperson focuses on
philosophy - The the customer's pain(s)
customer is the focal and addresses the issue
point. Helping with his or her offerings
customers solve their (product and services)
problems and achieve
positive, measurable
results to those
problems is the basis of
all actions.

31. What solution does YFU sell?
• What is a solution–
coaching families see new
possibilities.
• Some people may not
realize they have
problems/issues – your job
is to discover the “pain”
point of the customer and
show them opportunities to
solves this problem

32. What YFU is all about
• YFU sells the opportunity to mentor
• YFU sells the opportunity to belong to a
community
• YFU sells the opportunity to expand a family
• YFU sells the opportunity to share your world
• YFU offers the opportunity to belong to
something bigger than yourself – make a
difference in the world

33. SPIN SELLING
• Rather than just promoting something, focuses
on the audience pain(s) and addresses the
issue with his or her offerings (product and
services = students and volunteers).
• Listen to the potential host family/volunteer –
hear what their pain is and show how YFU can
help that pain
• You are not selling, but CONSULT/COACH

34. Solution Selling examples
• People who want to adopt but can’t
• People who want to learn a second
language
• People who want a sibling for their
children
• People who want a son/daughter
• People who want to make a difference
in the world

35. Economic Theories
• Swarm Intelligence • Pareto Principal
• Crowdsourcing • Connectors/influencer/
• Cluster communities mavens

36. • Collective group is smarter and
more effective than individual
• Collective behavior exhibited
by animals of similar size –
milling about the same place or
migrating together

37. How do we utilize swarm theory?

38. Crowdsourcing
• Cognition – thinking and processing is quicker
when someone sees the collective crowd
decisions – also small ideas collectively can lead
to solution
• Coordination – group tends to move efficiently
rather than allow chaos
• Cooperation - groups of people can form
networks of trust without a central system
controlling their behavior or directly enforcing
their compliance

39. Custer Community
• Clusters arise because they increase the
productivity with which companies can
compete.
• How does this apply to YFU? If we develop
cluster YFU communities build
bonds, increases retention, more efficient, less
costly, families police themselves – provide
support

40. Pareto principle 80/20 Rule
• 20% of people will buy what you are selling
easily – this turns selling process into a
numbers game
• 20% of your volunteers do 80% of the work
• 80% of your sales will come from 20% of your
clients
• Fixing 20% of the problems results in a
reduction of 80% of the complaints

41. Connectors, are the people who "link us up with the
world” ... people with a special gift for bringing the
world together. Connectors have a social circle of
more than 100 people.
How can we use connectors? To help us find host
families/volunteers AND help lead us to others who
will lead us, etc. Think 2nd and 3rd degrees of
connections

42. Influencers are "persuaders” with
charismatic skills that can negotiate
anything and get people to agree with
them - people WANT to agree with
them
How can we use influencers? To work
with schools/potential host families
, etc

43. Mavens are sources of information.
They are a wealth of information and
we rely on then to connect us with
new information.
How can we use a Maven?

45. Stickiness Factor
There are specific ways of making a
contagious message memorable
- Simple - find the core of any idea
- Unexpected - grab people's
attention by surprising them
- Concrete - make sure an idea can be
grasped and remembered later
- Credible - give an idea believability
- Emotional - help people see the
importance of an idea
- Stories - empower people to use an
idea through narrative
= Sticky

47. Action Plan
• Write it
• Build it
• Guide it
• Direct it

48. Developing Your Action Plan
• Use a template
• Start with what you know
• Research your assumptions and fill gaps
• Use real numbers and set realistic goals

49. Promoting YFU on Facebook
What do you post on Facebook?
- profiles of students you are trying to place
- events surrounding YFU
- ideas / teasers about why someone should host a student/
be a volunteer
- copy ideas off of YFU pages, “like” YFU links
Where do you post on Facebook?
-- your wall
-- your friends wall
-- groups wall
- your own groups
- special interest groups
-- “like” pages

50. Average Age: 41
Household Income: $109,703
Male: 64%
Household Income $100k+ 53.5%
Own Smartphone/PDA: 34%
College Grad/Post Grad: 80.1%
Business Decision Maker: 49%
EVP/SVP/VP: 6.5%
24% Have a Portfolio Value of $250k+
Job Titles:
C-Level Executives 7.8%
EVP/SVP 6.5%
Senior Management 16%

53. Pinterest is a social network. It fits into the category of "visual bookmarking." Like
Tumblr (or Ye Olde Delicious), the service uses a browser bookmarklet, which
makes it easy to post things from around the Interwebs. Pinterest's user
gimmick/interface is that it lets you "pin" any photo from the Internet to a "board"
on its site.

54. How does Pinterest work?
The genius of the UI is that when you hit the "Pin It" button, it pulls out all the
images on the page you're visiting, allowing you to select just the right one.
Using individual photos instead of the whole URLs means that Pinterest's
boards end up slick and aesthetically appealing.
On Pinterest, anyone can "repin" one of my photos to one of their own
boards. This is similar to the Tumblr reblog or Twitter retweet both in that it
makes content virally contagious AND that it serves as a system-wide metric
for what's hot. The most repinned things go to the site-wide Pinterest topic
pages, which drives a lot of traffic to the original pinners of those photos
. In particular, Pinterest appears to be especially strong among women 18-
34 living in households with incomes between $25,000 and $75,000 per
year. This makes Pinterest a reverse image of the coastal, male-dominated
social networks like Reddit.
.

56. Other social media sites?

57. teachers
Traditional
Interest
friends
clubs recruiting
Student
Parents
Schools
to be
You are not just looking for “teachers”, but other people/business/clubs who want
to connect with teachers and then network with them

58. Anika (German Girl) who goes by Ani, is an athlete. She
plays soccer and referees with her father and she ski's too.
They go to the Alps to ski during holidays! She and her
mother spend time together riding and caring for her
mother's horse. Ani would like to be able to ride in the
US, but is also excited to try new American sports during
her exchange year. During quiet time Ani enjoys listening
to music and reading fantasy books. She also likes
hanging out with her friends - shopping or going to the
movies. Ani's favorite subjects in school are Latin (because
she likes Roman history), sports (because she's an active
person) and history (she likes learning about the past). Ani
and her family have traveled to many countries in Europe
but she has never been to the US. She is very excited to
know she will be welcomed into her Host Family soon.

59. Stables
Horse
shows
People
w/horses
Tack
shops
Horse
Groups

60. Mini Marketing Plan
1. Pick out power circle words
2. Find
connectors, influencers, mavens
3. Create list of
schools, clubs, interests, family
dynamics, etc for each student from
power circle sessions
4. Promote the student using
1. Social media
2. Flyers
3. Specific emails
4. Presentations
5. Other?

61. Action Plan
• Based off your FD strategic plan
• Actual benchmarks, monthly goals, tactics
to reach those goals
• Word document action plan, excel
spreadsheet (dashboard)
• Follow up regularly to make sure you are
on track

62. Action Plan Spreadsheet
• Keeps you organized
• Keeps everyone on your team engaged
• Everyone on the same page
• Motivating
• Provides data for strategic decision making
• Don’t have to start from scratch year to year