marketing your training without breaking your budget seminar slides
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Promoting your training course is essential to meeting your target registrations. Book on the next event, and get relevant handouts from http://www.coursesales.com/training. The effectiveness of different promotional activities is difficult to determine. Having accurate and relevant information to keep costs in check is important. It is a good idea to plan a promotion timeline, to set expectations of registration activity on a per promotion activity basis and increase promotion when people are most likely to make a purchase. Existing data to model buyer behaviour together with geographic and market segment data are all helpful when making decisions. But where do you start if you have not got this data or don't know what to do with it? Scott will use his experience and recommendations to share what marketing makes the most sense when promoting training courses, for a given budget. Where to promote (eg. online, by post or by phone) is just as important as how to promote (eg. offer discounts, refer a friend etc). The starting point is to ensure your marketing literature is clear, consistent and accurate. Once you have concise and accurate information you can consider ways to promote your course. What people have said about this presentation and speaker "Maintained an effective tempo"- Ed Nixon, Training Business Manager "Very good [presenter] - interesting - paced fast enough - able to ask questions ok - professional but easy. Right amount of time. No pressure. Useful hints. Helpful learning from other people's questions as well. Genuine." - Training Manager, Help EnterprisesTRANSCRIPT
Copyright Scott Spence, [email protected]
14 June 2012
Marketing your trainingwithout breaking your budget
Scott Spence, CC Learning
www.cclearning.cc
Copyright Scott Spence, [email protected]
24 June 2012
Topics to cover
Seven steps Sales challenges Conversion path Promotion activity Message Promotion timeline Tips for specific promotion activities
Copyright Scott Spence, [email protected]
34 June 2012
Seven steps
Step 1: Familiarise with challenges
Step 2: Create a conversion path for each activity
Step 3: Decide on promotional activities
Step 4: Schedule the promotion timeline
Step 5: Measure success of promotional activity
Step 6: Vary message, then improve, or remove
Step 7: Benchmark
Copyright Scott Spence, [email protected]
44 June 2012
Sales challenges
Location of training Market awareness of topic & organisation Competitor presence Other events at time of delivery Market buying forces Your offering: training, price, primary
differentiation
Copyright Scott Spence, [email protected]
54 June 2012
Conversion path
Impression Interest Enquiry Registration
Phone calls 500 50 10 6 (1.0%)
Mailout 1000 75 10 6 (0.6%)
Email newsletter
2000 100 15 6 (0.3%)
Copyright Scott Spence, [email protected]
64 June 2012
Predicting a response
Factors determining response
1 2 3
Willingness to buy cold warm hot
Personalisation none name unique
Request general specific unique
Purchase timing later soon now
Targeting random group specific
Cost major average minor
Time major average minor
Copyright Scott Spence, [email protected]
74 June 2012
The message
Elicit response: discounts, Unique Selling Point Message checklist
concise message call to action what's in it for me (WIIFM) alternative dates and locations further information provide measurement data e.g. codes personalise.
Copyright Scott Spence, [email protected]
84 June 2012
Tips & Tricks
Email list Website and current methods Newsletter/groups Paper based communication Google adwords Phone calls
Copyright Scott Spence, [email protected]
94 June 2012
Case study 1 – situation
14 days until a large one day event 12 bookings to date, need 40 people to fulfil obligations and
commitments to venue and sponsors planned for 60 participants
Copyright Scott Spence, [email protected]
104 June 2012
Case study 1 – effort to date
For five months sent 5 broadcast emails Sent to 3000 warm target impressions One occasion 26,000 cold target impressions Magazine advertising with access to 20,000
members.
Copyright Scott Spence, [email protected]
114 June 2012
Case study 1 - action
Phone a warm database Offer an 80% discount that just covered costs; Only if booked within next 3 days. Everyone in office on the phone giving each
person 40 phone numbers with names Ensure the message was consistent with phone
scripts to each member of staff. Negotiated to reduce venue space and costs.
Copyright Scott Spence, [email protected]
124 June 2012
Case study 2 situation & action
The lead author of the course textbook was flying in to deliver a number of training events around Australia
Hired a telephone sales person with sales experience but limited specialist product knowledge
Established relationships with resellers and partners to share burden of obtaining sufficient minimum numbers.
Copyright Scott Spence, [email protected]
134 June 2012
Case study 2 - result
Resellers and partners did not supply any participants.
Telephone sales person made connections with target group but could not convert these leads to sales
The course was cancelled and 2 of three registered participants flown to another city to attend the same event.
Copyright Scott Spence, [email protected]
144 June 2012
Case study 3
Situation: Poor sales meaning courses being delivered at or just above break-even
Action: Engaging resellers and offering discounts that made the selling attractive
Result: Reseller arrangements now mean that nearly 50% of sales are from resellers and now lead to 75% courses being maximum capacity.
Copyright Scott Spence, [email protected]
154 June 2012
Further information
Visit www.coursesales.com for: Podcasts/MP3 downloads Future seminars Downloads to help training organisations
Contact Scott Spence for advice [email protected] +61 4 2424 0684