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www.shapingbusiness.com

A Targeted approach to

driving business growth

in the IT training sector

The 18

th

Annual Training IT Conference

6 March 2015

Printworks Conference Hall

Dublin Castle

(2)

Ireland has successfully been positioned as a key

location for the Technology giants

(3)

How can you drive the business growth?

1.

Know your customer

2.

Develop compelling communications

3.

Identify the right mix of tactics and channels

4.

Plan your approach

5.

Measure, control and adapt

With a renewed focus, good planning and consistent execution of your plan you can be more successful in filling training courses

(4)

1. Know your customer/know your market

Key tip: Challenge your findings – how does that help me?

Develop a detailed understanding of your perfect customer(s) and

the market you are operating in:

?

Analysis of previous customers Profile customer types Analysis of your target markets Competitor analysis Market Trends Demand Drivers Opportunities/ Threats Strengths Weaknesses Who? Differentiation Social Demographic Education Level Originating Source

(5)

2. Develop compelling communications

Think like a buyer/customer…

The Buying Cycle Awareness of Need Assessment of Alternatives Evaluation of Risk Purchase Decision Achievement of Results Relaxed Concerned Ignorant Personally at risk Impatient Frustrated Suspicious Threatened Sceptical Exposed Worried Relieved

The hard sell doesn’t work – we need to understand and empathise with buyers in order to help them to buy

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2. Develop compelling communications

Would you choose this?

ECDL Essentials is a Level 1 qualification aimed at those with some experience,

such as successful completion of a Start IT course or equivalent.

It has been designed to give users a basic introduction to computing with

relevant skills in using the basic tools required for today's IT user.

Units include IT user fundamentals, using e-mail and the internet and

security for IT users.

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2. Develop compelling communications

Support your communications with relevant examples – what happened previous delegates how did it help them?

Or taking it a step further… focus on value…

Label Description Impact on Sale Overuse Objection

Feature Describes facts, data and product/service

characteristics

Neutral or negative Price

Benefit Show how product/service Features will help buyer in generic terms

Small positive Suitability of solution

Value Show how product/service Features will address buyer’s specific issues or aspirations

(9)

3. Identify the right mix of tactics & channels

Your choice of ‘tactics’ will be influenced by your objectives, your target market and your available resources

Learn from your success/failure from previous efforts – but be analytical,

was it the tactic that failed or our execution of that tactic:

One : One

One : Many

Category Marketing Tactics

Personal Selling Relationship Marketing Hospitality Marketing Referral Marketing Direct Marketing Telemarketing

Email Marketing Direct Mail Marketing Social Media Marketing Indirect Marketing Event Marketing

Network Marketing Online Marketing Public Relations Advertising Sponsorship

Analysis of Marketing Tactics Cost/Complexity/Impact Cost C o m p le x it y Relationship Marketing Hospitality Marketing Referral Marketing Telemarketing Email Marketing Direct Mail Marketing Social Media Marketing Online Marketing Public Relations Chairing/Speaking Events Network Marketing Sponsorship Advertising

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3. Identify the right mix of tactics & channels

By understanding more about our potential buyer, we can get relevant content into channels that we know they trust

The more we know our customer and ‘their world’ the more we can identify

cost effective means of getting access to groups of similar customers

Direct access is great – but is only one route

We are influenced by content in our trusted

feeds of information

So we need to think like a buyer again

˗

What matters to them?

˗

Where to they go for information?

˗

What do they read?

˗

What groups are they involved in?

Networks/ Groups/ Forums Websites Publications Conferences/Seminars/Events Inner circles

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4. Plan your approach

By failing to prepare, you are preparing to fail…

Develop a focused 6-month plan that you can execute and measure:

Timeline (units) Priority

Group

Activity/Campaign Jan Feb Mar Apr May Jun

Group1 Springboard Programme

Research Prospects Research Channels Establish Tools/Processes/Systems Content Development 1 2 3 4 5 6 Website SEO Email Marketing Telemarketing Followup LinkedIn Marketing

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5. Measure, control an adapt

Establish the means by which you measure every aspect

of your marketing

Constantly challenge your marketing efforts

What is working well?

What is not working?

• Why?

• How do we improve it?

Learn from the good (and bad) experiences

to develop a commitment to continuous improvement

If you can’t measure it you can’t manage it…

Reads/Clicks Referrals Bookings Leads/ Enquiries Website Statistics Engagement

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The 5 key steps to drive growth

This is a well proven approach to driving growth built around your target market

Five practical steps to growing your IT Training operation:

Identify the tactics and channels Plan your approach Develop compelling communications Know your customer Measure, control and adapt

(14)

To conclude

I wish you success for your future

“The future depends

on what you do

today…”

Mahatma Gandhi

“If you always do

what you’ve always

done, you’ll always

get what you’ve

always got…”

(15)

Thank you!

Q&A

ray.clarke@shapingbusiness.com

www.shapingbusiness.com

http://uk.linkedin.com/in/raclarke

www.twitter.com/RayClarke_SBL

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