MARKETING EXTENSIONFundamentals for Advisory

Leaders

OBJECTIVES• Learn six principles of marketing• Identify two key customers of the Advisory

Council• Discuss value perceptions

PRINCIPLE #1

Your customers aren’t listening to you.• Helps to target highest priority customers.• Helps to learn what interests them.• Helps to align their needs with your

programs.

PRINCIPLE #2

Everybody else is shouting at your customers, too.

• Consider who else is also competing with extension for the customer’s attention.

• Helps to have well prepared communication points.

• Helps to use creative strategies.

PRINCIPLE #3

You can’t be successful without the rest of your organization.

• All faculty, staff, and volunteers need to agree on the common communication points.

• Advisory leaders have to champion the customer’s viewpoint.

PRINCIPLE #4

The more you give, the more you get.• Always thank and applaud their efforts

regardless of how they have treated you.• Use the product as the message as in a

“Horn of Plenty” event.

PRINCIPLE #5

Being good is not enough – you have to be better.

• Past accomplishments mean nothing.• Doing the right things is more important

than doing everything we have always done.

PRINCIPLE #6

Everything is marketing.• Successful programs.• Economic development.• Volunteers.• Image of all associated with Extension.• Policies and practices.

YOUR ROLE

• Listen for and speak about the customer’s needs.

• Identify image busters.• Identify what is most valued about

extension.• Advise on marketing plan and strategies.