Marketing is a critical component of group program success -- even with the best program it won't be a success without participants.
If you are wanting to launch a new program in early 2007, now is the time to turn some of your attention to marketing. Here are a few things to consider as you move forward with your marketing efforts:
1. Know Your Audience - The way you market your program - when, where and how - really comes down to Knowing Your Audience. Marketing a corporate program is going to have a very different approach than a public program. For tips on getting to know your audience, email me for a complimentary copy of the Group Coaching Client Assessment. Your client base will inform everything from when, where and how you offer your program, to how much you charge, to the topics which are covered.
2. Develop a marketing strategy -- Do you have a marketing plan, budget and strategy in place? If not, now is the time to start. What concrete action steps will you take? How will you let people know about your program? What budget do you have available?
3. Persevere - Marketing is about consistent effort. We are bombarded on a daily basis with up to 5000 marketing messages from large and small companies. It may take a consumer 7-11 exposures with your message before they decide to buy. How can you get your message out continuously?
4. Timing - I often get asked about when you should start marketing. Take a look at your participant base -- do they tend to get booked months in advance or are they a last minute shopper who can attend programs with short notice? If you are looking to launch a program for the new year, now is a great time to start marketing -- prior to the deluge of other holiday messages. You may also want to take the opportunity to send out special notices to people you know along with any holiday greetings. Continue with your marketing efforts right up until the start of your program (but don't make this an excuse to delay starting your marketing now). I am often amazed at how many last minute registrants I will get. Note that last minute registration for an in person program is often less than last minute for a phone-based program.
5. Systematize - Make marketing easy for yourself. Pieces that you will want to consider having in place are the following:
- Program overview -- including venue, dates, times, what's included, and most importantly, what are the benefits for the participants in taking your program
- Registration forms -- online or other
- Payment options - how will you receive payment? Do you have credit facilitites in place?
- How do you want to get the message out -- ezine? blog? word of mouth?
- Referral Networks - who else can help you get the message out?
5. Build Relationships with prospects: Research shows that people buy from those who they trust. How well do your potential clients know you? What do you have to support them in their goals?
6. Make it Consistent - How can marketing become a part of your everyday work? Marketing requires consistent effort. I often use the metaphor of a snowball -- once it gains enough momentum, it can take on a life of its' own. Ask yourself what are five things I can do this week to move my marketing efforts forward? These don't all have to be big - consistent effort is the key.
Keep these strategies in mind as you move forward with your 2007 marketing efforts.
Are there some marketing success strategies you would like to share? Please feel free to comment below. I look forward to hearing from you!
Jennifer
Jennifer Britton, CPCC, CHRP, CPT
Potentials Realized/ Group Coaching Essentials
For those interested, I am offering a 2007 Marketing Tune Up for Your Group Programs. This includes two 30 minute sessions with me by phone, to work on your marketing plan, budget, strategy or message. I will have 5 tune ups available until December 20th at $145 USD/each ($30 off my regular rate). Is it time for your tune up? To book your marketing tune up please contact me toll free at 1-866-217-1960 or by email. I look forward to hearing from you!
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