Tag Archives: marketing

Pragmatic FHE Brand Experiences: Lessons From Success and Failure

Many Education Providers Think They Have a Brand. But Do They Understand It?

How branding has been successfully implemented (and failed) in the FE sector is Stefan Drew’s topic at the Discovering Futures in June. Drawing on his experience of implementing brand strategies, across the UK FHE and training sectors, he explains how he utilised oak trees, people, geography, royalty, pigs and plenty of new tarmac to build one brand.

There will be a conference website soon. but if you want me to let you know when it is launched drop me an email.

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What is Your Prospects Trigger Point?

What will make your customer push the button and buy?How to identify buyer trigger points in FE

 

We all need a Trigger Point before we’ll buy.  Something that makes us reach for our cash or click the buy button.  

Sometimes the need is so obvious that we buy immediately because we either need or want the product or service. 

Other times we need a bit of a nudge to turn us from a prospective buyer to an actual customer.

We need to be converted from someone that didn’t previously have a pressing want or urgent need.

Our role in marketing and sales is often to move the prospect over the Rubicon and help them see that urgent need.

If we don’t all our previous efforts are wasted. 

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What Procurement Managers Want to See in Your Proposals

Procurement processes can make selling difficult When bidding through a formal procurement process procurement managers can be the bane of your life.

Unless you understand what really turns them on.

Two things turn procurement managers on. Continue reading

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Business Development & Marketing Insights

Sometimes it’s worth looking outside our own sector to see what others are doing.

Here’s a short video demonstrating an innovative idea an Australian charity used to grab the attention of  potential corporate donors.   I’m not sure you could exactly copy this in FE but it does made me think about other ways to attract attention.

How will you use this idea to make contact with potential clients?

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Objective Reviews: Critiques for Marketing & Business Development

customer I’ve added a new menu item this month.  You can now get my free advice and recommendations on a your marketing and business development work.

I’m planning on this becoming a permanent feature on the site.

Here’s the deal.

As a special bonus for visiting this site you can ask for my thoughts and/or recommendations on a piece of marketing collateral or a business development tactic each month.   This is totally free with no strings.

It could be a Facebook ad, sales letter, web page, email, business proposal, or anything else that you need to get an objective view on.
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What the Wall Street Journal’s Sales Letter can Teach us in FE

sales letters ework when sent by email or snail mailSales Letters Aren’t Dead .. Even in the Digital Age

In fact in many ways sales letters are more important than ever for one simple reason.  They work.

And actually today you have two options to choose from.  You can send them by snail mail or by email.  Both work.

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Celebrity Endorsements: Antonio Carluccio on Marketing (College) Restaurants & Courses

Asking celebs for interviews is a great marketing tactic.Sometimes it is hard to get our target audience to listen to us …. but they will often listen to a celebrity.

Of course celebrities come in all shapes and sizes and getting them to promote your courses could be problematic.

But it isn’t impossible.  Learn how below.

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How To Use Animated Calls to Actions

How to get people to subscribe or enrol Getting prospects on your website from interested to enrolled is sometimes difficult.

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Do You Ever Wonder WHY?

Why do people buy in to your ideas and do busiens swith you rather than your competitors? Why, How? What?

Three questions that are often posed.  But your customers only buy in to one of these questions. Continue reading

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Why so Many Marketing Campaigns Fail

How to plan sales and marketing

Marketing needs to be run like a military campaigns. You need plans that everyone understands

Don’t let your sales fail for want of adequate planning.

 

OK so I know you are part of a professional marketing team and YOU know what you are doing.  But are all team members 100% on board with what you are trying to achieve and what their part in the campaign is? Continue reading

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Advertising Cost Gender Bias

Advertising costs vary by gender targetHave you noticed that the cost of advertising to women and men is different.

I don’t mean traditional advertising in the printed media or on outdoor sites.  I mean PPC; where you precisely target ads by age, interest, location, gender etc.

 

Gender Based Case Study from Facebook

Consider the Facebook Newsfeed campaign I’m presently running.

My objective is to get people to click through to a landing page on my website.  But I’m split testing,  i.e. I use the same image and copy and and the same target criteria but run two versions of the advert.  The difference between the versions is gender based.

The results are interesting.  The ad where I target females gets more than double the number of clicks than the same advert targeted at males.  The other difference is cost.  I’m charged approx 50% less for clicks where the ads target females.

But it isn’t that simple …

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Training & Planning Techniques from the San People

For 2000 years the San people of Namibia have depended on accurately recording data. Their methods are quite sophisticated.

Watch this short video and learn how they record data, use it to train young people and use it to plan their nomadic existence.

It will remind you of a few good lessons we can all learn from “primitive” cultures.

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