Personal Marketing: A Strategy for Marketing Programs to Diverse Audiences Dallas L. Holmes, USU Extension Adapted from an article by Lisa A. Guion, Florida.

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