Effective communication skills to market your workshop
9
How to Market your Workshops! …skills for promoting your events and programs Workforce Bo ot Camp for SC Public Libraries January 19, 2012 Dr. Curtis R. Rogers, Communications Director
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Transcript of Effective communication skills to market your workshop
How to Market your Workshops!…skills for promoting your events and programs
Workforce Boot Camp for SC Public LibrariesJanuary 19, 2012
Dr. Curtis R. Rogers,
Communications
Director
agenda
0Understanding Your Community & Customers
0Developing your Marketing Message & Budget
0Brainstorming Group Project
0Wrap up
Understanding your community0Are there segments of the community underserved?0Does my community want or value my unique
competitive offering?0 Is there too much competition in the segment of my
market to be competitive?
Understand your customer0How does my potential customer get “information
products and/or services” (in a store, on the web)?0What kinds of habits does my customer have?0What are my target customer’s primary motivations
for seeking out information?
Develop your Marketing Message
0 Two parts: brief tagline | marketing message
0 tagline – short and right to the point!0 Marketing message
0 An explanation of your target prospect’s problem
0 An explanation about why you are the only “business” that can solve your prospect’s problem.
0 An explanation of the benefits people will receive from using your solution.
0 Examples and testimonials from customers you have helped with similar problems.
0 Your unconditional guarantee.
How will you do it?0 Newspaper ads0 Social Media0 Posters0 Contests0 Card decks0 Seminars0 Television ads0 Signs0 Radio ads0 Banners0 Articles0 Classified ads0 Newsletters0 Charity events0 Networking0 Billboards0 Magazine ads
0 Special events0 Flyers0 Email0 Postcards/Rack
Cards0 Doorhangers0 Media releases0 Fax broadcasts0 Brochures0 Gift certificates0 Word-of-mouth0 Website0 Sign picketing0 Business cards0 Catalogs0 Public speaking0 Window display
Develop the Marketing Budget
0Determine how much money is available,
0detail the financial aspects,
0and show how implementation of your plan will be profitable to the library.
0 In small groups, take ____ minutes to work through the following items (see worksheet) BRAINSTORM and develop a workshop for the Anytown Library.
0 What community are you serving?0 Who are your customers?0 Develop your workshop
message/description but be brief and to the point.
0 Create an innovative workshop title that best describes your workshop.
0 What specific news/media/other outlets will you alert?
0 How much $$$ will you spend and on what?
0 Each group will have time to report.
