Marketing your training without breaking your budget Seminar online

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Presentation Description

Promoting your training course is essential to meeting your target registrations. 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. 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 Enterprises

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PowerPoint Presentation:

4 June 2012 Copyright Scott Spence, scott.spence@cclearning.cc 1 Marketing your training without breaking your budget Scott Spence, CC Learning www.cclearning.cc

Topics to cover:

4 June 2012 Copyright Scott Spence, scott.spence@cclearning.cc 2 Topics to cover Seven steps Sales challenges Conversion path Promotion activity Message Promotion timeline Tips for specific promotion activities

Seven steps:

4 June 2012 Copyright Scott Spence, scott.spence@cclearning.cc 3 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

Sales challenges:

4 June 2012 Copyright Scott Spence, scott.spence@cclearning.cc 4 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

Conversion path:

4 June 2012 Copyright Scott Spence, scott.spence@cclearning.cc 5 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%)

Predicting a response:

4 June 2012 Copyright Scott Spence, scott.spence@cclearning.cc 6 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

The message:

4 June 2012 Copyright Scott Spence, scott.spence@cclearning.cc 7 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.

Tips & Tricks:

4 June 2012 Copyright Scott Spence, scott.spence@cclearning.cc 8 Tips & Tricks Email list Website and current methods Newsletter/groups Paper based communication Google adwords Phone calls

Case study 1 – situation:

4 June 2012 Copyright Scott Spence, scott.spence@cclearning.cc 9 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

Case study 1 – effort to date:

4 June 2012 Copyright Scott Spence, scott.spence@cclearning.cc 10 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.

Case study 1 - action:

4 June 2012 Copyright Scott Spence, scott.spence@cclearning.cc 11 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.

Case study 2 situation & action:

4 June 2012 Copyright Scott Spence, scott.spence@cclearning.cc 12 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.

Case study 2 - result:

4 June 2012 Copyright Scott Spence, scott.spence@cclearning.cc 13 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.

Case study 3:

4 June 2012 Copyright Scott Spence, scott.spence@cclearning.cc 14 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.

Further information:

4 June 2012 Copyright Scott Spence, scott.spence@cclearning.cc 15 Further information Visit www.coursesales.com for: Podcasts/MP3 downloads Future seminars Downloads to help training organisations Contact Scott Spence for advice Scott.spence@cclearning.cc +61 4 2424 0684

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