Serious Games Association – July 28, 2016
These Bananas Aren’t Going to Sell Themselves
@CharleneBlohm@[email protected]
C. Blohm & Associates, Inc.• Public relations and digital marketing for the
education and special needs industries
• 30 companies from Northern California to Norway
• 18 communications & marketing professionals
• 3,274 items with combined cumulative impressions of 4.7 billion for members of our client family in the previous 12 months
• Delivering thousands of leads per month via integrated earned and paid marketing programs
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Educators on…Social
CIC 2016
What is the “mix” of media channels educators are using?
June 2016
Educators on…Games
SGA 2016
Are educators planning to integrate educational games into classroom activities in the coming school year?
July 2016
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Taking the Pulse of the Market
Are they using social media in aprofessional capacity?
Do they believe there is a role for instructionally sound learning games in current curriculum programs?
4
What channels are they using most frequently?
Which social media channels are they using to learn about gaming?
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Obligatory Pokémon Go Reference…
Education Week surveyed 853 school district
leaders for their Ed Marketer 2015
report.
Purchasing…to the Test46% discussed the
likelihood of a product to improve achievement results in making the
most recent curriculum decision
46%
Personal Research61% of educators conduct their own
research before making purchase
recommendations
61%
Conversations with Internal Teams
73% of educators have conversations with their
co-workers before making curriculum
decisions
73%
Site Visits
81% of educators visited a vendor’s
website within the past 6
months
81%
Webinars & Whitepapers
90% attended a education webinar or
downloaded a whitepaper within the
last 6 months
90%
What’s in Your Toolkit?
10© 2016 C. Blohm & Associates, Inc.
Demand & Lead GenerationUse geo-targeting, innovative pilot & trial programs, sampling programs and efficacy studies to fill the prospect pipeline.
Test Something New
From a new “type” of offer to a new communications channel, keep testing to find the next “tried and true” tactic.
Evaluate results in context.
Unlock Hidden Opportunities The high school product that can
work in 2-year colleges. The cross-curricular opportunities
inside your content…
Find Venues and Channels that Connect Educators
and Your TeamFrom focus groups and
advisory panels to Google
Hangouts & Twitter Chats.
Put Your Sales Team in the Spotlight
Social visibility. Events. Customized emails.
Synch Marketing & Sales
11© 2016 C. Blohm & Associates, Inc.
Content is KingBut Engagement is
Her Royal Majesty
Teachers. Share.
Everything.
Go Viral(aka “Word of
Mouth”)
Let Your
Evangelists
Preach
Go Mobile!
Go Now!
10 Tips from Educators to All of Us
12© 2016 C. Blohm & Associates, Inc.
Never Underestimate the Power of a
Webinar
Synergy is the
New FocusThe marketing
mix counts
Conferences Count 1:1 Chat Time
Direct Mail. Really!Mail still has power
Don’t Cut that Print Budget Yet…“We still need concrete things”
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New TestsTry new tactics
strategically and with
commitment.© 2016 C. Blohm & Associates, Inc.
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01
Direct (app store, mail
order, web order,
telesales, inside sales,
field sales) v Indirect
(distribution, dealers,
VARs, indep. reps)
Distribution Method
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Teacher, Principal,
District or Site
Admin, Supt.
Customer
03
Package product,
single solution,
integrated solution
Product Type
04
1-2 people, 2-5, 3-
10, 20+
Decision Makers
05
Impulse, 30 days,
90 days, 6-12
months, 18
months
Sales Cycle
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<$100, $100-$2,000,
$2,000-$5000, $5,000-
$35,000, $100,000+
Average Order Size
07
Revisit after first
25 and 100
customers, add
value!
Build Value
© 2016 C. Blohm & Associates, Inc.
Let’s keep the conversation going:
@charleneblohm
@cblohmassoc
C. Blohm & Associates, Inc.
5999 Monona Drive, Monona, WI 53716
608-216-7300
Thank you!
Final Questions?