5 Core Marketing Concepts

Richard T. Walsh, Ph. D.LERN Senior Consultant

5 Core Marketing Concepts

1. Goal of Marketing2. New Customers are More

Expensive3. Segment the Market4. Direct Marketing5. Market Affectively

1. Primary Goal of Marketing

Establish a positive image and relationship with your present & potential participants.

Products to Customers Shift

We manage customers not products

1. Goal of Marketing

ThemUs

ThemUs1. Goal of Marketing

Everything We Do is Marketing …

a. Facilityb. Reject potential teachersc. “Hello”d. On hold: length, music, kinde. Course selectionf. Registration processg. Websiteh. Shopping cart

1. Goal of Marketing

2. New Customers Are More Expensive

New Customers More Expensive

MailingResponse

Rate Reg.$ per

Customer

6,000 past 6.00% 360 $4.17

30,000 new 1.00% 300 $25.00

36,000 total 1.83% 6602. New Customers

3. Segment the Market

Customer clusters with same characteristics or demographics

Market Segments

3. Segment the Market

1. No average participant

Average

Why Market Segments

Segment

1. No average participant2. Serve some not all3. Understand individuality4. Sell more

Why Market Segments

3. Segment the Market

Using Market Segments

1. Determine Market Segments

2. Define with 2-4 variables

3. Deliver different products

4. Different promotions to market segments

1. Determine Market Segments

1-3 demographic variables

Demographics:

Community Courses

Geography* Age* Sex Formal Education

Demographics:

Continuing Professional Education

Geography* Occupational Specialty* Job Title Size of Company

2. Build Profile

Use 2-4 demographics• Age• Job title• Business• Area of town• Marital status• Income • Education

3. Deliver Different Products

4. Different Promotions

Ideal Market Segments

3. Segment the Market

4. Direct Marketing

4. Direct Marketing

1. Promotions to segments who want it2. Provides data3. Measure success4. Test methods5. Brochure primary method

4. Direct Marketing

Data to Examine

1. Brochure response 2. Responses different dates – mail & email3. Mix of media4. Venues

4. Direct Marketing

3-30-3 RULE

3 seconds - Grab AttentionCover or headline

30 seconds – What’s In It For Me? 1st two pages or 1st paragraph

3 minutes - ActionInside

4. Direct Marketing

I = Interest First 2 Pages

D = Desire Session/Course Description

A = Action Registration Information

& Form

AIDA

A = Attention Cover

5. Market Affectively

Affective Cognitive

Market Affectively

Create a feeling Market to hearts, emotions & feelings

Establish Position in Participants’ Minds

Your program’s nameLERN

A slogan“Information That Works!”

A logo

5. Marketing Affectively

5 Core Marketing Concepts

1. Goal of Marketing2. New Customers are More

Expensive3. Segment the Market4. Direct Marketing5. Market Affectively

5 Core Marketing Concepts

Richard T. Walsh, Ph. D.LERN Senior Consultant