Target Marketing On a shoestring budget

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Target MarketingOn a shoestring budget

• A Sure Bet

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What is Marketing?

• Marketing is the process of planning and
  executing the conception, pricing, promotion, and
  distribution of ideas, goods and services to
  create exchanges that satisfy individual and
  organizational objectives.

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Examples

• Tell me about a group or non-profit you are
  involved in.
• Tell me about your University and what you do.
• Take the next step, each and every meeting is a
  marketing opportunity, with no money spent.
• Always have your business cards with you.

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Must have for marketing to occur

• 2 or more parties with unmet needs
• A desire and ability to satisfy them
• Communication between parties
• Something to exchange

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Marketing 101 The 4 ps

• Product A good, service, or idea to satisfy the
  customers needs
• Price What is exchanged for the product
• Promotion A means of communication between the
  seller and buyer
• Place A means of getting the product into the
  customers hands

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Product

• Conference, special event services
• One stop shopping
• Comfort, assurance
• When a customer walks out of your place of
  business with a smile on their face That is your
  products
• Dont sell what you can not provide

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Price

• What is exchanged for the product
• Take inventory of your geographical area
• Find out what others around you are charging
• Based on the board rate
• Group numbers based pricing
• Package pricing, make it easy for you and the
  customer
• Write the prices out, get a spread sheet set

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Pricing Structures
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Promotion-The means of Communication

• Brochure/brochures can be expensive
• Place a brochure in each room, or put a simple
  flyer in the room, or hand out with a linen
  packet
• Better yet, ask the client if you can hand one
  out in their packets that they are giving to
  their registrants. inexpensive

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Promotion

• Outside entities, magazines, conference
  advertisers, unique venues etc. expensive
• Power Point presentation on CD
• copy and give out, very inexpensive
• Web-site / Quick e-mail response mechanism and a
  phone callalways

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Target Marketing

• Because an organization doesnt have the
  resources to satisfy the needs of all customers,
  it selects a target market of potential
  customers, (a subset of the entire market) on
  which to focus its marketing program.

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What/Who can I target?

• Look at your facilities, what is it you have to
  sell?
• Large or small meeting facilities (weddings)
• Athletic fields, science center, computer labs,
  Chapels, outdoor areas (UMC)
• Housing, what is your housing like, do you
  have suite baths, hall way restrooms or
  apartments? A pricing structure to fit each
  type? Target business or certain groups for the
  higher price apartments.

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What/Who can I target?

• Look within your University, what do they
  specialize in?
• Make a presentation to the faculty, explaining
  your services and how you can improve their
  program by conferencing.

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What/Who can I target?

• Look within your community, what does your
  community represent. (orange industry, bike
  classic)
• What community events are popular or well known
  in the area.
• Meet with community members to address
  conferencing around these events.
• Partner with local hotels, travel agencies etc.

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Target yourself!

• Put on a conference of your own.
• Not recommended unless you have plenty of help.
  Hire an intern etc., to manage the administration
  piece and get other departments involved.
• This also helps with your internal promotion.
  You can show and teach from your own examples.
  (budgets etc.)

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Relationship Marketing

• A philosophy of doing business, a strategic
  orientation, that focuses on keeping and
  improving relationships with current customers,
  rather than just seeking out new ones all the
  time.
• Involves a personal, on-going relationship
  between an organization and an individual
  customer.

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Goals of Relationship Marketing

• To build and maintain a base of committed
  customers who are profitable for the
  organization. (68)
• Customer retention and ease of service
• Allows for further marketing potential, who else
  in their organization may need your services.

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The End.

• Thank you for your time and your participation.
• Sonja Hyde
• Marketing and Sales Coordinator
• Conference and Event Services
• University California, Riverside
• 951-827-5473
• Marketing McGraw Hill and Wikipedia.org