Digital Unite Marketing Webinar Part I

Marketing  Defining your clients  Identifying client needs  Planning to meet that need  Your USP / Digital Unite USP  Being aware of your competitors  Reaching your client base  Learning from other DU trainers  Digital Unite projects  Other opportunities as a self-employed person 2

Key requirements for marketing ones services  Confidence and perseverance  Be prepared to spend: – Time – Effort – Money  Ideas  A recognised Brand 3

Marketing myself - where do I start?  Understand your local environment – Identify competitors – Identify opportunities  Promote, Advertise – ‘promoting ones business without advertising is like winking at a girl in the dark –- you know what you’re doing but no-one else does’ [thanks to Mark Twain]  What will work for me? 4

Marketing myself - where do I start?  Who are our clients?  What do they want? Only once you know the answers to these questions, can you effectively ask yourself –  What can I offer?  What is my USP/Digital Unite USP ? 5

Marketing myself - where do I start? Discussion Results – (1 of 2) Who are our clients? Older people People with disabilities Out of work adults Returning to work mothers Office workers 6

Marketing myself - where do I start? Discussion Results – (2 of 2)  What do they want? Basic computer skills Get on line (understanding the Internet, searching for info) Handling ‘attachments’ Photographs – as attachments or more speciality photography Shopping on-line (general shopping, supermarket, eBay, etc) [Security using credit cards for above] Internet Telephony (ie Skype, Webcam) Purchasing / Installing equipment (part or all) Choosing Broadband provider – possibly installing Other functionality: Card making, Letters (word processing), Posters for events, Spreadsheets Speciality software packages (eg SAGE) 7

Other (personal) opportunities  Publicise any personal skills Identify other services you could offer: Addressing accessibility needs Family History (Genealogy) Technical (hardware) skills Digital Photography Website creation Medical ‘telecare’ Special video creation Blogging/Social Networking Ebay Mac 8

Profile your Ideal Client 9  Male or Female?  How old?  Working or Retired?  What does he/she read?  Which shops does he/she use?  Does he/she belong to any clubs?  Does he/she have any family?  What will he/she want to learn?  How would he/she learn if it wasn’t for you???

Marketing myself - where do I start?  Who are our clients?  What do they want? Once you know the answers to these questions, ask yourself –  What can I offer?  What is my USP/Digital Unite USP ? 10

Where my competition might come from Open Discussion Who will I be competing with when marketing my services? 11

Where my competition might come from? Discussion outcome:  Family  Colleges  Libraries, Day Centres, Community Centres  Age Concern, U3A  Independent trainers (like ME!)  Libraries / UK Online Centres  Local Computer Suppliers / Dealers?  Technical repair centres?  Others? 12

What promotional opportunities might work for me?  Business Cards (and SIGNATURE BLOCK on )  Press release – local papers/magazines, radio  Talk to as many people as possible: – Local computer shop – (use DU postcards) – Local technical support people – swop business cards – Networking Business Link / Chamber of Commerce / FSB Meetups / Tweetups / Ecademy  Social Networking – Facebook, Twitter, LinkedIn  Volunteering: – Local Library – (use DU Postcards) – U3A – Age Concern 13

Marketing myself - where do I start?  Understand your target market – Who are your clients? – What do they want? – What can you offer?  Understand your own local environment – Identify where competition might come from – Identify promotion opportunities ‘Homework’ – preparing for Part II 14

Digital Unite Marketing Webinar Part II

Marketing myself - where do I start?  Understand your target market – Who are your clients? – What do they want? – What can you offer?  Understand your own local environment – Identify where competition might come from – Identify promotion opportunities ‘Homework’ – preparing for Part II 16

What promotional opportunities might work for me?  Business Cards (and SIGNATURE BLOCK on )  Press release – local papers/magazines, radio  Talk to as many people as possible: – Local computer shop – (use DU postcards) – Local technical support people – swop business cards – Networking Business Link / Chamber of Commerce / FSB Meetups / Tweetups / Ecademy  Social Networking – Facebook, Twitter, LinkedIn  Volunteering: – Local Library – (use DU Postcards) – U3A – Age Concern 17

What works for other Tutors? Results from recent Tutor Questionnaire:  Advertising – – Parish magazines, local newspapers – Computer repair shops – Shop windows – Social networking, e.g. Facebook  Volunteering – – Courses for U3A – SSD event at local library – Get Online week events – Internet café  Word of mouth, client referrals  Mail drop to sheltered housing schemes offering to do a free talk 18

More advertising opportunities  Free local online advertising, Google Maps, Yellow pages, Gumtree, Upmystreet, UKVillages, local council website etc  Communities/Clubs/Societies/Religious (e.g. U3A, WI, Saga, Churches, British Legion, Retirement villages, Golf, Bowls, health clubs etc)  Schools  ‘Old-boy’s network’ (school, university, ex-corporate lists, clubs, etc)  Special Interest Groups – e.g. Genealogy, Local History, Photography, dancing, choirs etc.  Leaflet/flier drop or Targeted mail-out (very expensive/small return)  Others? 19

Own Website Dave Parkhouse Anne Donnelly Richard Adams Gerry Thorpe Tony Balsdon 20

Marketing: What has worked for others? 21

Marketing: What has worked for others? 22

Marketing: What has worked for others? 23

Marketing: What has worked for others? 24

Marketing: What has worked for others? " COMPUTER TUITION at home for older beginners. ; Internet; Digital Photography; Word Processing. Call Digital Unite: [….tel No]" 25

Marketing: What has worked for others? 26

Marketing: What has worked for others? 27

Marketing: What has worked for others? 28 Free business listing on Google Maps This links to the DU website.

Silver Surfers’ Day  Digital Unite’s most powerful asset – Friday of Adult Learners’ Week – Next year it is on 20 th May  Great opportunity to make new contacts, showcase your services, gain valuable publicity  Set up your own event - lots of help on  Encourage others to hold events in libraries, day centres etc and volunteer your help 29

Silver Surfers’ Day – benefits to Tutors From Tutor Questionnaire Nov 10  I have always gained new clients from events  Get online week produced 35 new contacts  Increased exposure to local community, improved networking opportunities  Good relationship with local library  Get Online has helped me to meet many new prospective clients 30

Never forget…  Keep some business cards or DU postcards in your pocket or handbag and in the car at all times.  Never leave a client without leaving your card.  When handing out notes/learner materials always make sure your name and phone number are on them (stickers?)  When teaching , make sure you add your address to their Contacts.  When teaching Skype, add your ID to their Contacts.  When teaching the Internet, add the DU website (and/or your own) to their Favorites. Keeping existing clients is easier & cheaper than finding new ones! 31