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Univ. of Idaho Extension
Marketing yourMarketing your“Living on the Land” Program “Living on the Land” Program
Cinda Williams Cinda Williams University of Idaho ExtensionUniversity of Idaho Extension
LOL Training July 2008LOL Training July 2008
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The key to your program's The key to your program's success is getting your success is getting your audience in the door.audience in the door.
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Today you will:Today you will: Learn how to use various promotional
strategies in marketing your LOL program
Learn tips for creating interesting and appropriate marketing materials to attract an audience to your program
Review current promotional materials to gain ideas of effective marketing
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Marketing BasicsMarketing Basics
Quality product
Effective promotion
Fair price
Strategic placement
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PromotionPromotion
Everything you do to deliver Everything you do to deliver
the message about your the message about your
productproduct
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Understanding your productUnderstanding your product
Know how to use the curriculum
Know the benefits of the program
Identify your expected outcomes
What are the expected outcomes What are the expected outcomes
for your program?for your program?
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Knowing your AudienceKnowing your Audience
Think outside the boxThink outside the box Segment the audience Know the demographics Surveys and extensive evaluation Focus on customer relations
What are their desired outcomes?What are their desired outcomes?
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Knowing YourKnowing Your Audience’s Needs Audience’s Needs
Current knowledge
Particular problems
General Goals
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Knowing the HabitsKnowing the Habitsof your Audienceof your Audience
Where do they live?
Where do they shop for farm supplies?
What types of newspapers, magazine or other print material do they read?
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Effective Promotional MethodsEffective Promotional Methods
Direct Marketing Advertising Publicity Customer Service
Continuing Education: The EssentialsContinuing Education: The Essentials
Learning Resources Network (LERN)Learning Resources Network (LERN)
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Direct marketingDirect marketing
Direct to the individual– Direct mail of registration brochure– Costs money, but high success rate
Mailing lists critical to effectiveness– This is a NEW audience
Timing is critical
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AdvertisingAdvertising
Paid ads reaching audience through mass media
May draw more attention than press releases
Cost versus return rate Might pay off with first time in-depth
courses (LOL) or conferences
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PublicityPublicity
FREE reaching audience through mass media
Email and websites have rapidly joined newspapers, radio and TV
Identifying key placement for particular audience is essential
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Customer ServiceCustomer Service
Marketing All The Time, Everywhere. Use this method – it is our strength!
– Every related phone call– County fair– Public meetings or workshops
Past participants and guest speakers
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General Success Rates of Various Media General Success Rates of Various Media Based on Private Industry MethodsBased on Private Industry Methods
Direct mail - 86% Newspaper ads - 18% Public relations (news releases,
community calendars, feature stories, talk show interviews)- 14%
Business/trade/professional magazines - 13%
Television or radio - 4-5%
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Effective Promotional MixEffective Promotional MixPromotional Strategies
StrategyHow It Reaches
People
Program Cost
Effort to Expend
Directmarketing
Individual Paid for 75%
Advertising Mass Paid for 5 -10%
Publicity Mass Free 10 -15%
Customerservice
Individual Free 5%
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Tick-tock! Tick-tock!Tick-tock! Tick-tock!
Toss or keep: 4 seconds
Read now or later: 11 seconds
Start reading and determine if pertinent: 15 seconds
Look for a benefit of interest: 10 seconds
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Make it Catchy! Make it Catchy!
Effective art can increase readership by 50%
Color and design should support the main message
Color - if not full color, then try spot color
Legible, easy to read
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Speak to the audience…Speak to the audience…
Identify who should attend
Always emphasize benefits ““LOL participants will learn a practical approach LOL participants will learn a practical approach
to land management”to land management”
Use the word “you” to personalize
Use simple, optimistic language and action verbs
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Market Affectively, Market Affectively, not just Cognitivelynot just Cognitively
Design promotional materials to create a “feeling” about the program
Attendees come for more than just new skills and knowledge
What are other reasons they come?What are other reasons they come?
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““You will meet other landowners You will meet other landowners who share your challenges and who share your challenges and concerns in learning to become concerns in learning to become
better land stewards.”better land stewards.”
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Catch the Reader’s InterestCatch the Reader’s Interest
Include testimonials from previous attendees
Describe what participants will miss if they don't attend
Offer continuing education units Include "Did you know?" facts
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Registration InformationRegistration Information
Include all the details in promotions May want to consider:
– Accepting credit cards– Using PayPal (??)– Registration form on web
Offer incentives for early registration (rather than late penalties)
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The Marketing BudgetThe Marketing Budget
Need to separate your promotion and production costs to get a handle on marketing returns based on efforts
Many guidelines suggest 20-30% of budget should go into marketing.
LERN book says 10-15% of income
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Promotional materials used by the Promotional materials used by the 2007 Idaho Living on the Land Program2007 Idaho Living on the Land Program
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Marketing Impacts Marketing Impacts (the 40-40-20 rule)(the 40-40-20 rule)
40% - Offer the right product at the right price
40% - Reach your target audience segment
20% - Create effective promotions
Developed by the late Ed Mayer, considered the "dean of direct marketing."