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Welcome To Client-Centered Marketing In The 21st Century

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Title: Geodemographic-target Marketing & Virtual Geography: Reduce Costs and Increase Success Author: John Allen Last modified by: Aaron Created Date – PowerPoint PPT presentation

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Learn more at: http://highered-marketing.com
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Title: Welcome To Client-Centered Marketing In The 21st Century


1
  • Welcome To Client-Centered Marketing In The
    21st Century

2
Your Presenter
  • Aaron P. Donsky
  • aaron_at_HigherEd-Marketing.com
  • Senior level administrator at colleges and
    universities in the U.S. and abroad
  • Advisor and consultant to hundreds of
    colleges across the world

3
I dont know what the key to success is but the
key to failure is trying to please everybody.
  • Thomas Edison

4
What Am I about
5
The Major Issue Of The DayImproving Your Profit
Margin
  • The Tool For This Target Marketing
  • If We Know Who your Audience is, Where they
    are, and What they want,
  • --We can do more effective brochures
  • --Better pricingCost effecting marketing
  • --And appealing curriculum

6
The Major Issues Facing Marketing In Higher
Education
  • Cost Containment
  • Finding The Right Market Niches
  • Finding The Most Effective Ways to Reach Those
    Niches
  • a reduction in the cost/enrollment
  • HIGHER NETS

7
Who Is Your Target Audience
  • Past Clientsgroup 1
  • Present Clientsgroup 2
  • Those who resemble your past or present
    clientsgroup 3

8
The Key Behind All Of This
  • You Must Change The Question From
  • What Shall We Offer? To What Is Our Target
    Audience?
  • The Target Audience is composed of unique market
    segments

9
You Are Brand Managers
  • Target Marketing will help you to move from being
    brand managers to being customer oriented Key
    Segment Managers

10
Target Marketing
  • A Way To Segment Your Market
  •  
  • A Way To Identify You Best Segments
  • A Way To Concentrate On Differences and Not
    Similarities
  • A Way To Do Customized Marketing

11
What We Need to Know About Those Segments
  • WHO composes your major segments
  • WHERE are those segments
  • WHAT are the segments like- characteristics

12
True for open enrollment or customized training
  • Open Enrollment
  • Segment-clusters of households
  • Geography- carrier routes
  • Past and Present clients-best predictor of future
    clients
  • Customized Training
  • SegmentSIC code
  • Geography-zip code
  • Past and Present clientsbest predictor of future
    clients

13
The ApproachFor Open Enrollment
  • The New Geo-Demographics
  • --customized reports-tailored for higher
    education
  • --substantially reduced implementation costs

14
Levels of Geography-largest to smallest
  • Zip Codes
  • Census Block Groups
  • Carrier Routes
  • Zip4

15
Geo-Demographic Segmenting
  • We use the locations of past and present clients
    to identify the areas where we will likely find
    new clients ( the where)
  • We also link these locations to demographic and
    psychographic (behavioral) characteristics of our
    past and present clients (thewho and the
    what)

16
Target Marketing Applied To Physical Geography
  • By Finding The Neighborhoods With The largest
    Concentrations of Your Present And Past clients,
    You Will Be Able To Identify Their Common
    Demographic and Lifestyle Preferences
  • This Information Can Help You Find Populations
    Whose Characteristics match Those Of Your Students

17
TARGET MARKETING
  • Birds Of A Feather Flock Together
  • If You Focus Down To A Small Enough Level Of
    Geography, Like A Postal Carrier Route, You Will
    Find People Who Share Similar Life Styles And
    Demographic Characteristics Like Income And
    Educational Level

18
How Do We Get these Demographic and Psychographic
Characteristics?
  • We use PRIZM NE Cluster software to link
    geography to characteristics.
  • PRIZM NE consists of 66 demographic/behavioral
    profiles that have now been applied to 85 of all
    households in USA ( income, education, spending
    patterns, recreation, reading preferences, etc.)

19
Characteristics (Cont.)
  • These households are accumulated to the carrier
    route level and these carrier routes are
    designated in terms of the density of the various
    66 profiles
  • Your clients are fitted to these carrier routes
    by a process called geo-coding.
  • We can then identify the major profiles ( PRIZM
    Clusters) that apply to them
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