personal marketing: a strategy for marketing programs to diverse audiences dallas l. holmes, usu...
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Personal Marketing: A Strategy for Marketing
Programs to Diverse Audiences
Dallas L. Holmes, USU Extension
Adapted from an article by Lisa A. Guion, Florida State University
Cooperative Extension
Marketing Techniques
For many people who use Extension, their connection with Extension reaches back to their grandparents, or their own involvement with 4-H.
Many ethnically diverse communities do not share the same connection with Extension.
They should be contacted in a different way.
Direct Marketing
Impersonal Marketing Strategies
Personal Marketing Strategies
Mail a letter Run a booth at a community fair
Have an announcement sent to a community meeting/event
Visit a community meeting or event to market the program.
IMPORTANT: Be sure to stay until the end to meet people.
Impersonal Marketing Strategies Personal Marketing Strategies
Mail a brochure Make phone calls to key individuals in the community.
Post a flyer Cultural Guides provide information on your program
Send an announcement to a radio station, or TV station that serves ethnically diverse audiences
Have the program sponsored and direct-marketed by a grassroots community organization which is trusted by the target audience.
Benefits of Using Personal Marketing Techniques
Personal marketing assists in bridging the gap between you and your audiences.
Personalizing your message will help you to strike the right chord with your audience.
For ethnically diverse populations, a personal marketing strategy may be more useful than an impersonal one, since it customizes marketing with individual values and preferences.
Takes into account the unique value systems of different ethnic groups.
Marketing Using the 6 “P”s
The Six “P”s
People “Who is this product for?” What message will be
most effective in reaching this audience?
Which message is based on the value and belief system of this group?
The Six “P”s
Partnership Are there other organizations with
similar programs? Do they have a better rapport with
the target audience? Can they help you “sell” your
program? Often grassroots organizations are
perceived in the community as having their best interests in mind.
The Six “P”s
Product Your program! What will your program do
for the audience? Highlight culturally
relevant components of your program as you market it.
The Six “P”s
Place Geographical area or
location where you want to market your product.
Use non-traditional venues to reach non-traditional audiences.
Where does the target group congregate?
The Six “P”s
Promotion First, YOU need to be clear
about the exact benefits and purposes of your program.
Then you can motivate others to participate by highlighting that what you offer is important to them
The Six “P”s
Price What will people have to do to
participate in your programs? Money Effort Time
The benefits of the program must outweigh the costs.
Pachanga
Carolyn Washburn, a Family and Consumer Science agent in Washington County organized a Pachanga for the Latino community in St. George.
Pachanga
People: “Washington County Extension staff organized a
Pachanga for the Latino Community. . . The purpose of the event was to provide knowledge about educational and support programs that are offered by Extension.”
Pachanga
Partnership: “Partnering with the Learning Center was
important in that the director introduced me to the potential participant and took me to the housing areas to deliver invitations. The Learning Center staff’s involvement facilitated participation from members of the Latino community. The Learning Center is viewed as a trusted service organization.”
Pachanga
Product: “There has been a need for our Extension staff to
network and provide services to this growing population. I needed a way to reach this population and networking with the Learning Center gave me a great avenue to introduce our organization to the Latino community.”
Pachanga
Place: “The event was scheduled in a community park,
close to a community which has a large Latino population. . . Bringing the Pachanga to the community where people lived was important. Many families could walk to the park and we were in their community.”
Pachanga
Promotion: “Flyers were designed and distributed to the
Learning Center, the Latino Market, and several workplaces that have large numbers of Latino employees.”
Personal Marketing
“In extension, a program’s success depends on the level of involvement from the target audience and their participation in the program. In order to make your program a success, it is crucial for you to reach out to your target audience effectively. Marketing is one of the key ways by which Extension educators engage and inform their target audiences of educational programs, events, and other opportunities for involvement.”
--Lisa A. Guion
References
Lipe, J. (n.d.). 5 tips to add spice to your marketing. http://www.emergemarketing.com/images/5waystoAddSpicetoyourMarketing.pdf
Rossman, M.L. (2000). Multicultural marketing: Selling to a diverse America. NY: AMACOM