Personal Marketing: A Strategy for Marketing Programs to Diverse Audiences

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Personal Marketing A Strategy for Marketing
Programs to Diverse Audiences

• Dallas L. Holmes, USU Extension
• Adapted from an article by Lisa A. Guion, Florida
  State University Cooperative Extension

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Marketing Techniques

• For many people who use Extension, their
  connection with Extension reaches back to their
  grandparents, or their own involvement with 4-H.
• Many ethnically diverse communities do not share
  the same connection with Extension.
• They should be contacted in a different way.

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Direct Marketing
Impersonal Marketing Strategies Personal Marketing Strategies
Mail a letter Run a booth at a community fair
Have an announcement sent to a community meeting/event Visit a community meeting or event to market the program. IMPORTANT Be sure to stay until the end to meet people.
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Impersonal Marketing Strategies Personal Marketing Strategies
Mail a brochure Make phone calls to key individuals in the community.
Post a flyer Cultural Guides provide information on your program
Send an announcement to a radio station, or TV station that serves ethnically diverse audiences Have the program sponsored and direct-marketed by a grassroots community organization which is trusted by the target audience.
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Benefits of Using Personal Marketing Techniques

• Personal marketing assists in bridging the gap
  between you and your audiences.
• Personalizing your message will help you to
  strike the right chord with your audience.
• For ethnically diverse populations, a personal
  marketing strategy may be more useful than an
  impersonal one, since it customizes marketing
  with individual values and preferences.
• Takes into account the unique value systems of
  different ethnic groups.

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Marketing Using the 6 Ps
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The Six Ps

• People
• Who is this product for?
• What message will be most effective in reaching
  this audience?
• Which message is based on the value and belief
  system of this group?

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The Six Ps

• Partnership
• Are there other organizations with similar
  programs?
• Do they have a better rapport with the target
  audience?
• Can they help you sell your program?
• Often grassroots organizations are perceived in
  the community as having their best interests in
  mind.

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The Six Ps

• Product
• Your program!
• What will your program do for the audience?
• Highlight culturally relevant components of your
  program as you market it.

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The Six Ps

• Place
• Geographical area or location where you want to
  market your product.
• Use non-traditional venues to reach
  non-traditional audiences.
• Where does the target group congregate?

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The Six Ps

• Promotion
• First, YOU need to be clear about the exact
  benefits and purposes of your program.
• Then you can motivate others to participate by
  highlighting that what you offer is important to
  them

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The Six Ps

• Price
• What will people have to do to participate in
  your programs?
• Money
• Effort
• Time
• The benefits of the program must outweigh the
  costs.

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Pachanga

• Carolyn Washburn, a Family and Consumer Science
  agent in Washington County organized a Pachanga
  for the Latino community in St. George.

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Pachanga

• People
• Washington County Extension staff organized a
  Pachanga for the Latino Community. . . The
  purpose of the event was to provide knowledge
  about educational and support programs that are
  offered by Extension.

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Pachanga

• Partnership
• Partnering with the Learning Center was
  important in that the director introduced me to
  the potential participant and took me to the
  housing areas to deliver invitations. The
  Learning Center staffs involvement facilitated
  participation from members of the Latino
  community. The Learning Center is viewed as a
  trusted service organization.

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Pachanga

• Product
• There has been a need for our Extension staff to
  network and provide services to this growing
  population. I needed a way to reach this
  population and networking with the Learning
  Center gave me a great avenue to introduce our
  organization to the Latino community.

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Pachanga

• Place
• The event was scheduled in a community park,
  close to a community which has a large Latino
  population. . . Bringing the Pachanga to the
  community where people lived was important. Many
  families could walk to the park and we were in
  their community.

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Pachanga

• Promotion
• Flyers were designed and distributed to the
  Learning Center, the Latino Market, and several
  workplaces that have large numbers of Latino
  employees.

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Personal Marketing

• In extension, a programs success depends on the
  level of involvement from the target audience and
  their participation in the program. In order to
  make your program a success, it is crucial for
  you to reach out to your target audience
  effectively. Marketing is one of the key ways by
  which Extension educators engage and inform their
  target audiences of educational programs, events,
  and other opportunities for involvement.
• --Lisa A. Guion

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References

• Lipe, J. (n.d.). 5 tips to add spice to your
  marketing. http//www.emergemarketing.com/images/5
  waystoAddSpicetoyourMarketing.pdf
• Rossman, M.L. (2000). Multicultural marketing
  Selling to a diverse America. NY AMACOM