Univ. of Idaho Extension Marketing your “Living on the Land” Program Cinda Williams University of Idaho Extension LOL Training July 2008.

Univ. of Idaho Extension

Marketing yourMarketing your“Living on the Land” Program “Living on the Land” Program

Cinda Williams Cinda Williams University of Idaho ExtensionUniversity of Idaho Extension

LOL Training July 2008LOL Training July 2008

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The key to your program's The key to your program's success is getting your success is getting your audience in the door.audience in the door.

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Today you will:Today you will: Learn how to use various promotional

strategies in marketing your LOL program

Learn tips for creating interesting and appropriate marketing materials to attract an audience to your program

Review current promotional materials to gain ideas of effective marketing

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Marketing BasicsMarketing Basics

Quality product

Effective promotion

Fair price

Strategic placement

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PromotionPromotion

Everything you do to deliver Everything you do to deliver

the message about your the message about your

productproduct

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Understanding your productUnderstanding your product

Know how to use the curriculum

Know the benefits of the program

Identify your expected outcomes

What are the expected outcomes What are the expected outcomes

for your program?for your program?

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Knowing your AudienceKnowing your Audience

Think outside the boxThink outside the box Segment the audience Know the demographics Surveys and extensive evaluation Focus on customer relations

What are their desired outcomes?What are their desired outcomes?

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Knowing YourKnowing Your Audience’s Needs Audience’s Needs

Current knowledge

Particular problems

General Goals

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Knowing the HabitsKnowing the Habitsof your Audienceof your Audience

Where do they live?

Where do they shop for farm supplies?

What types of newspapers, magazine or other print material do they read?

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Effective Promotional MethodsEffective Promotional Methods

Direct Marketing Advertising Publicity Customer Service

Continuing Education: The EssentialsContinuing Education: The Essentials

Learning Resources Network (LERN)Learning Resources Network (LERN)

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Direct marketingDirect marketing

Direct to the individual– Direct mail of registration brochure– Costs money, but high success rate

Mailing lists critical to effectiveness– This is a NEW audience

Timing is critical

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AdvertisingAdvertising

Paid ads reaching audience through mass media

May draw more attention than press releases

Cost versus return rate Might pay off with first time in-depth

courses (LOL) or conferences

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PublicityPublicity

FREE reaching audience through mass media

Email and websites have rapidly joined newspapers, radio and TV

Identifying key placement for particular audience is essential

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Customer ServiceCustomer Service

Marketing All The Time, Everywhere. Use this method – it is our strength!

– Every related phone call– County fair– Public meetings or workshops

Past participants and guest speakers

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General Success Rates of Various Media General Success Rates of Various Media Based on Private Industry MethodsBased on Private Industry Methods

Direct mail - 86% Newspaper ads - 18% Public relations (news releases,

community calendars, feature stories, talk show interviews)- 14%

Business/trade/professional magazines - 13%

Television or radio - 4-5%

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Effective Promotional MixEffective Promotional MixPromotional Strategies

StrategyHow It Reaches

People

Program Cost

Effort to Expend

Directmarketing

Individual Paid for 75%

Advertising Mass Paid for 5 -10%

Publicity Mass Free 10 -15%

Customerservice

Individual Free 5%

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Tick-tock! Tick-tock!Tick-tock! Tick-tock!

Toss or keep: 4 seconds

Read now or later: 11 seconds

Start reading and determine if pertinent: 15 seconds

Look for a benefit of interest: 10 seconds

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Make it Catchy! Make it Catchy!

Effective art can increase readership by 50%

Color and design should support the main message

Color - if not full color, then try spot color

Legible, easy to read

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Speak to the audience…Speak to the audience…

Identify who should attend

Always emphasize benefits ““LOL participants will learn a practical approach LOL participants will learn a practical approach

to land management”to land management”

Use the word “you” to personalize

Use simple, optimistic language and action verbs

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Market Affectively, Market Affectively, not just Cognitivelynot just Cognitively

Design promotional materials to create a “feeling” about the program

Attendees come for more than just new skills and knowledge

What are other reasons they come?What are other reasons they come?

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““You will meet other landowners You will meet other landowners who share your challenges and who share your challenges and concerns in learning to become concerns in learning to become

better land stewards.”better land stewards.”

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Catch the Reader’s InterestCatch the Reader’s Interest

Include testimonials from previous attendees

Describe what participants will miss if they don't attend

Offer continuing education units Include "Did you know?" facts

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Registration InformationRegistration Information

Include all the details in promotions May want to consider:

– Accepting credit cards– Using PayPal (??)– Registration form on web

Offer incentives for early registration (rather than late penalties)

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The Marketing BudgetThe Marketing Budget

Need to separate your promotion and production costs to get a handle on marketing returns based on efforts

Many guidelines suggest 20-30% of budget should go into marketing.

LERN book says 10-15% of income

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Promotional materials used by the Promotional materials used by the 2007 Idaho Living on the Land Program2007 Idaho Living on the Land Program

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Marketing Impacts Marketing Impacts (the 40-40-20 rule)(the 40-40-20 rule)

40% - Offer the right product at the right price

40% - Reach your target audience segment

20% - Create effective promotions

Developed by the late Ed Mayer, considered the "dean of direct marketing."

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SummarySummary

You’re on your way to a successful You’re on your way to a successful

Living on the Land Program!Living on the Land Program!

UNCE, Reno, NV