marketing your child care business 2013

2013 - Mt Hood Community College SBDC - CCR&R

Marketing

To Your Child Care Business

– SBDC / CCR&R

Course Description

Now that you’ve take the plunge, how do you find the right customers.

How do you keep them happy and saying nice things about you and your business

How do you grow the business in spite of your competition


Small Business Development Centers

What do they do? Workshops, Seminars and Long Term Classes Webinars and online training Business Counseling

How are they funded? Sponsoring Community College Small Business Administration (SBA) OECDD (Lottery Money)


CCR&R

What do they do? Workshops

Business Workshops Early Childhood Workshops

Resource Team Technical Assistance and Consultation Behavioral Health Specialists Early Intervention/EC Special Ed Professional Development Early childhood Education Consultants


Portland Metro Area SBDC’s

Oregon Small Business Development Center Network

www.bizcenter.org

Child Care Resource and Referral- CCR&R

1006 SE Grand Ave. Portland, OR

Ph. 503-548-4400


http://www.bizcenter.org/

Jim Smith Business Advisor @ MHCC, SBDC (503) 922-0784 [email protected] www.ychange.com http://twitter.com/ychange http://www.facebook.com/ychange http://www.linkedin.com/in/ychange

Introductions - ME


mailto:[email protected]

http://www.ychange.com/

http://twitter.com/ychange

http://www.facebook.com/ychange

http://www.linkedin.com/in/ychange

Introductions - YOU

Name

Describe your business

What do you expect from this workshop?

Specific areas of concern


Agenda

1. Your Favorite Customer2. The Message or Value Proposition 3. Communicating The Message4. Your Competition5. Your Cash Flow 6. The Planning Process7. Your Network

Slide 82013 - Mt Hood Community College SBDC - CCR&R

Branding

2013 - Mt Hood Community College SBDC - CCR&R Slide 9

Target Marketing


The spoken and unspoken customer PAIN and what they value most are understood in part by the answers to a particular set of questions.

Your Favorite Customer


What do these CUSTOMERS need?

What is their pain?

Do they even know their needs?

Do they really understand their pain?

What does your Competition offer them?

What can YOU offer these customers?

What do they THINK YOU offer them?

How do they describe your offerings?

Understanding Your Customers


Geographic Variables

Potential customers are in the following kind of marketplace:

Local State Regional, or National International


Demographic Variables

Potential Customers are identified by criteria such as: Age

Race Religion

Gender Family size

Occupation Income Level

Education level Marital status


Psychographic Variables

Lifestyle: conservative, exciting, trendy, economical

Social class: lower, middle, upper

Opinion: easily led or opinionated

Activities and interests: sports, physical fitness, shopping, books

Attitudes and beliefs: environmentalist, security conscious.


Behavioristic Variables

Products and services are purchased for a variety of reasons:

Brand

Loyalty Cost Frequency of purchase

Amount of purchase Time of Year

Time involved in purchasing decision Where customer purchases the product


Linguistic Variables

Products and services are described by a variety of words and phrases

Keywords

Key phrasesMisspellingsGeographic dependencies


Who is the favorite customerWhat is their painHow do they describe it in their words

Your Customer Segment

Slide 18

Listen to your customers Learn to think inside their box Learn their language Learn to walk in their shoes


The Marketing Message

Using what you learned about your customers and the language they use to describe your offerings….how you describe what you do to them.


It Explains Your Business

Who you are targeting? What they are looking for? What you are offering? Why it is so very special? How it is unlike others?


Communicate The Message

Via The Different Media

Classical Media

Digital/Electronic Media


Media

Broadcast Print Conversation Mail PR Web Sites Social Media


The Web’s Impact on Customers.

Communication habits are changing Most of your future customers will be

coming from a digital generation iPhone & iPad Instant Messaging Web searching Social Media & Networking Digital Readers & Meters


…Just a location

You have to make it into a destination.

A Website Is…

Your Customers Use It – not to find you – But To Check You Out!


Content

The most important part of your site Speak to your target market/visitor’s true

need You need to listen to them to understand

the language You write differently for the Web than you

do for anything else Establish credibility


Social Media Social media use rising: More than 1 billion registered users on

Facebook and more than 517 million on Twitter and 400 million on Google+. More than 71% of businesses plan on increasing their use of Facebook, Twitter, YouTube and blogs in 2013

Small businesses are dominant players: Small businesses are cashing in quickly on social media. The increase in use over the past year is up from 12% to 24 %.

Mass consumer adoption of social media: 93% of social media users say your company should have a social media presence. 56% of users feel both more closely connected with and better served by companies when they can interact with them in a social media environment

Smart phone use: 16% calls and 84% texting and social media


To listen to your customers

Social Media ToolsRSSBlogsFacebookTwitterLinkedInYouTubeYelpFoursquarePinterestGoogle+

Slide 27


http://delicious.com/ychange

http://www.reddit.com/user/ychange/

http://www.facebook.com/help/?page=175


http://technorati.com/blogs/www.ychange.com/ychangeblog

http://youtube.com/user/ynotychange

http://friendfeed.com/ychange

http://digg.com/users/ychange

http://ychange.stumbleupon.com/public/

http://ychange.newsvine.com/

http://ychange.com/ychangeblog/feed

RSS


http://www.google.com/reader/view/?utm_campaign=en&utm_source=en-ha-ww-ww-sk&utm_medium=ha&utm_term=reader


Why blog?

The hub of your social media marketing. You become the expert. Connect to a wider audience. Grow your brand. Gives you material to distribute. SEO.


Facebook

More than 1 billion registered users. 100M in US Each has on average 130 friends Fastest growing demographic is 35+ Clients are there. They’ll spread the word. You have friends on Facebook to start a network. Integrates easily with other social media platforms You can advertise on Facebook


What is Twitter?

Microblogging platform composed entirely of 140 character answers to 1 simple question:

“What are you doing?” or rather, “What are you interested in right now?”

HootSuite Tweetdeck


Hootsuite


http://hootsuite.com/dashboard

LinkedIn World’s largest professional network with

over 60 million members

Draw up a professional profile or resume

Make professional connections: employers, consultants, group members, etc

Collaborate, post/distribute jobs listings


RE-THINKING “social” Networking

Gen Y outnumber Baby Boomers using Social Networking Technologies

96% have joined a social network 1 out of 8 couples married last year met online Radio 50 million users = 38 years facebook reached 100 million in 9 months! facebook “country,” third largest in the world Google+ 925000 new users every day Twitter – 85 million tweets per day



http://delicious.com/ychange



http://technorati.com/blogs/www.ychange.com/ychangeblog

http://youtube.com/user/ynotychange

http://ychange.stumbleupon.com/public/


Word of Mouth has become World of Mouth25% search results (Top 20 brands) linked to user-generated content

34% of bloggers post opinions about products & brands

Do you know what they are saying about you or your competitors?

RE-THINKING “social” Networking


Your Competition

Who is in YOUR market? What do they offer? How different? What is unique? Why do people use them? What do they communicate?

Copies of brochures, Web, Ads, etc.


What To Look For

Battles chosen Comparisons made Claims made Areas ignored

Keep your friends close and your competitors closer.


Advisory Board

4 Reasons Networking Potential Industry Trends Business Advice Emotional Support


Advisory Boards - Who

Business Customers Small Business Peers Consultants – SBDC/SCORE Suppliers Banker – CPA Insurance Brokers Lawyers

In the counsel of many there is wisdom.Slide 392013 - Mt Hood Community College SBDC - CCR&R

Marketing Your Business


The Sales and Marketing Funnel


Marketing Mix


Basic Positioning


Slide 43

It’s All Positioning


Pricing is Magic


Don’t Price Too Low

Low price ≠ high volume

High price = high quality

Price premium


Premium Pricing, Quality, Service


Advertising


Content = Marketing Message

The important parts of your social strategy Speak to your target market/visitor’s true

need Listen so you understand their language Write differently for the Web than you do for

anything else Establish and maintain credibility


Remember… Advertising Is About

Understanding your customer Understanding your message Getting the message to your market


Direct Communications


Indirect Communications


Public Relations


A Final Thought…


Jim Smith Business Advisor @ MHCC, SBDC (503) 922-0784 [email protected] www.ychange.com http://twitter.com/ychange http://www.facebook.com/ychange http://www.linkedin.com/in/ychange

ME


mailto:[email protected]

http://www.ychange.com/

