www.shapingbusiness.com
A Targeted approach to
driving business growth
in the IT training sector
The 18
thAnnual Training IT Conference
6 March 2015
Printworks Conference Hall
Dublin Castle
Ireland has successfully been positioned as a key
location for the Technology giants
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
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 Source2. 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
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.
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
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
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
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
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
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
To conclude
I wish you success for your future
“The future depends
on what you do
today…”
Mahatma Gandhi