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HOW NOT TO BE A RELIC
How to Be Your Own Best MARKETING/PUBLICITY MANAGER!
Purpose: to give the teacher/ leader perspective, skills, confidence, sources, and ideas to make up their own marketing/publicity plan that is current and fits their lifestyle as a dynamic workshop leader.
Objectives: This two hour workshop will give the participant an understanding of what marketing/publicity is and has been, offer a hands-on approach to what is needed for a personal plan that fits their lifestyle, and offer many resources to develop a dynamic marketing/publicity presence now and in the future.
STOP: TAGS WITH ONE WORD TO SUM YOU UP/ BOARD: expectations, hopes, trepidations
Marketing:
Marketing is the activity, set of institutions, and processes
for creating, communicating, delivering, and exchanging
offerings that have value for customers, clients, partners,
and society at large.
publicity: 1) something that attracts the attention of the public
2) attention that is given to someone or something by newspapers, magazines, television news programs, etc. ..
3) the activity or business of getting people to give attention to someone or something
Promotion is one of the four elements of marketing mix (product, price, promotion, distribution). It is the communication link between sellers and buyers for the purpose of influencing, informing, or persuading a potential buyer's purchasing decision.[1]
There are three basic objectives of promotion. These are:[3]
1. To present information to consumers as well as others
2. To increase demand3. To differentiate a product.
PRICE VALUE QUALITY
DIRECT MAIL, LOYALTY SCHEMES, TV, NEWSPAPERS, RADIO
MULTI-SERVICE AD AGENCIES
ETHICS PHILOSOPHYCARE COMPASSION BEGIN FAIR
INTERNET MARKEING SPECIALISED
ADVERTISING AGENCIES
"Always do the right thing. This will gratify some people and astonish the rest." (Mark Twain)
EFFECTIVE MARKETING CAN DO:·
DIRECT RESPONSE
CREATE AWARENESS
BUILD CREDIBILITYSTOP! ACTIVITIY: CREATE AN ANIMAL OR SYMBOL THAT EMBODIES YOU
1. Biological and Physiological needs - air, food, drink, shelter, warmth, sex, sleep, etc.
2. Safety needs - protection from elements, security, order, law, limits, stability, etc.
3. Belongingness and Love needs - work group, family, affection, relationships, etc.
4. Esteem needs - self-esteem, achievement, mastery, independence, status, dominance, prestige, managerial responsibility, etc.
5. Self-Actualization needs - realising personal potential, self-fulfillment, seeking personal growth and peak experiences.
maslow's self-actualizing characteristics
keen sense of reality - aware of real situations - objective judgement, rather than subjective
see problems in terms of challenges and situations requiring solutions, rather than see problems as personal complaints or excuses
need for privacy and comfortable being alone
reliant on own experiences and judgement - independent - not reliant on culture and environment to form opinions and views
not susceptible to social pressures - non-conformist
democratic, fair and non-discriminating - embracing and enjoying all cultures, races and individual styles
socially compassionate - possessing humanity
accepting others as they are and not trying to change people
comfortable with oneself - despite any unconventional tendencies
a few close intimate friends rather than many surface relationships
sense of humor directed at oneself or the human condition, rather than at the expense of others
spontaneous and natural - true to oneself, rather than being how others want
excited and interested in everything, even ordinary things
creative, inventive and original
seek peak experiences that leave a lasting impression
WORKSHEET 1—DESIGN YOUR DARTS FOR PUBLICITY
Professionals do not just BECOME leaders and teachers! Even if self-taught, the professional leader has a history of experiences, accomplishments and goals.
STENGTHS: Good leaders are an enabling force
HISTORY: Leaders may not begin as teachers
PROFESSIONAL EXPERIENCES: Good leaders have a history of experiences
ACCOMPLISHMENTS: Leaders may have a few things to brag about
GOALS: Leaders care for people and the world the live in
The mark of truly effective advertising and marketing is the ability to convey complex issues to the audience in a manner that is interesting, relevant, meaningful, and easy to digest very quickly.
Thomas Jefferson suggested that "The most valuable of all talents is that of never using two words when one will do" and this is a
good maxim for writing good advertising material.
STOP! WORKSHEET 1 + ACTIVITY: CREAT AN ENVIROMENT FOR YOUR ANIMAL OR SYMBOL
FINDING YOUR AUDIENCE
THINK
SHARE
LISTEN
EVALUATE
WORKSHEET 2—THROW YOUR DART TO THE PEOPLE
Just as marketing materials can be custom edited to fit the needs of audiences, so too can groups and individuals be chosen to fit into who you think will benefit most from what you offer.
Identify persons, agencies, groups, organizations, etc. that potentially should be reached for awareness of your OFFERING(S).
Rank the top five identified target groups (1=highest importance) by the criteria listed below. These can be your primary target groups for 1) students, 2 )people to help get the word out.
Groups or persons with the greatest need for your OFFERING(S)
Groups with the greatest potential to help you reach your OFFERING(S) audience
STOP! ACTIVITY: WORKSHEET 2, FIND YOUR AUDIENCE
WORKSHEET 3--BUCKET LIST: LISTING/CHOSING/EVALUATING THE
MANY WAYS TO MARKET/PUBLICISE
REPUTATION/EXPERIENCE
WORD OF MOUTH/VOLUNTEERING/SHARING
PRINTED MEDIA/HANDOUTS/PRESS RELEASES/NEWSLETTERS
INTERNET MEDIA
1. The average Facebook user has 130 friends.2. More than 25 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) is shared each month.3. Over 300,000 users helped translate the site through the translations application.4. More than 150 million people engage with Facebook on external websites every month.5. Two-thirds of comScore’s U.S. Top 100 websites and half of comScore’s Global Top 100 websites have integrated with Facebook.6. There are more than 100 million active users currently accessing Facebook through their mobile devices.7. People that access Facebook via mobile are twice as active than non-mobile users (think about that when designing your Facebook page).8. The average Facebook user is connected to 60 pages, groups and events.9. People spend over 500 billion minutes per month on Facebook.
10. There are more than 1 million entrepreneurs and developers from
180 countries on Facebook.
Statistics from Facebook press office.
11. Twitter’s web platform only accounts for a quarter of its users – 75% use third-party apps.12. Twitter gets more than 300,000 new users every day.13. There are currently 110 million users of Twitter’s services.14. Twitter receives 180 million unique visits each month.15. There are more than 600 million searches on Twitter every day.16. Twitter started as a simple SMS-text service.17. Over 60% of Twitter use is outside the U.S.18. There are more than 50,000 third-party apps for Twitter.19. Twitter has donated access to all of its tweets to the Library of Congress for research and preservation.
20. More than a third of users access Twitter via their mobile phone.
Statistics from Twitter and the Chirp Conference.
21. LinkedIn is the oldest social media outlet presented here, having been created on May 5 2003.22. There are more than 70 million users worldwide.23. Members of LinkedIn come from more than 200 countries from every continent.24. LinkedIn is available in six native languages – English, French, German, Italian, Portuguese and Spanish.25. Oracle’s Chief Financial Officer, Jeff Epstein, was headhunted for the position via his LinkedIn profile.26. 80% of companies use LinkedIn as a recruitment tool.27. A new member joins LinkedIn every second.28. LinkedIn receives almost 12 million unique visitors per day.29. Executives from all Fortune 500 companies
are on LinkedIn.30. Recruiters account for 1-in-20 LinkedIn profiles.
Statistics from LinkedIn press centre and SysComm International.
YouTube
31. The very first video uploaded was called “Me at the Zoo”, on 23rd April 2005.32. By June 2006, more than 65,000 videos were being uploaded every day.33. YouTube receives more than 2 billion viewers per day.34. Every minute, 24 hours of video is uploaded to YouTube.35. The U.S. accounts for 70% of YouTube users.36. Over half of YouTube’s users are under 20 years old.37. You would need to live for around 1,000 years to watch all the videos currently on YouTube.38. YouTube is available in 19 countries and 12 languages.39. Music videos account for 20% of uploads.
40. YouTube uses the same amount of bandwidth as the entire Internet used in 2000.
Statistics from YouTube press centre.
Blogging
41. 77% of Internet users read blogs.42. There are currently 133 million blogs listed on leading blog directory Technorati.43. 60% of bloggers are between the ages 18-44.44. One in five bloggers update their blogs daily.45. Two thirds of bloggers are male.46. Corporate blogging accounts for 14% of blogs.47. 15% of bloggers spend 10 hours a week blogging.48. More than half of all bloggers are married and/or parents.49. More than 50% of bloggers have more than one blog.
50. Bloggers use an average of five different social sites to drive traffic to their blog.
Statistics from Technorati’s State of the Blogosphere 2009.
1.
2020 - internet - users - graph1.jpg 746 × 566 - Chart - Global Population And Internet Users, 2000-2020debajyoti.net
WORKSHEET 4--SLINGS TO AID YOUR MARKETING
Luckily for us, this decade has produced self help sites so we can easily develop supporting materials and an internet presence for low or no cost and just a little effort! They come with support teams for extra help and are very easy to understand. And, more are coming, so keep looking!
POST CARDS, BROCHURES, BUSINESS CARD DEVELOPMENT
WEBSITESNew & free place for websites: www. google .com/ sites New article on the internet by Crafts Report: http://craftsreport.com/business-basics/193-expand-and-enhance-your-business-with-the-internet.html
BLOGSGet your blog noticed: www. networkedblogs .com
FACEBOOKTWITTER
LINKEDINYOUTUBE
STOP! GIVE OUT CORDING AND SAY GOODBYE!
