Charlene Blohm - These Bananas Aren’t Going To Sell Themselves
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Charlene Blohm, President/CEO, C. Blohm & Associates, Inc. This presentation was given at the 2016 Serious Play Conference, hosted by the UNC Kenan-Flagler Business School. Marketing shares a lot in common with good games. It requires a compelling narrative (what are you telling? to who?) and there is a lot of effort required to achieve the master level. If you do it right, you take risks – and encourage the boss to play along. The best players make it look easy. It isn’t. We’ll beat back the myth that a great game can go viral on its own and highlight a game plan to put you on the path to success.
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Charlene Blohm - These Bananas Aren’t Going To Sell Themselves
- 1. Serious Games Association – July 28, 2016 These Bananas Aren’t Going to Sell Themselves @CharleneBlohm @CBlohmAssoc charlene@cblohm.com
- 2. C. Blohm & Associates, Inc. • Public relations and digital marketing for the education and special needs industries • 30 companies from Northern California to Norway • 18 communications & marketing professionals • 3,274 items with combined cumulative impressions of 4.7 billion for members of our client family in the previous 12 months • Delivering thousands of leads per month via integrated earned and paid marketing programs 2
- 3. Educators on…Social CIC 2016 What is the “mix” of media channels educators are using? June 2016 Educators on…Games SGA 2016 Are educators planning to integrate educational games into classroom activities in the coming school year? July 2016 3 Taking the Pulse of the Market
- 4. Are they using social media in a professional capacity? Do they believe there is a role for instructionally sound learning games in current curriculum programs? 4 What channels are they using most frequently? Which social media channels are they using to learn about gaming?
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- 9. 9 Obligatory Pokémon Go Reference…
- 10. Education Week surveyed 853 school district leaders for their Ed Marketer 2015 report. Purchasing…to the Test 46% discussed the likelihood of a product to improve achievement results in making the most recent curriculum decision 46% Personal Research 61% of educators conduct their own research before making purchase recommendations 61% Conversations with Internal Teams 73% of educators have conversations with their co-workers before making curriculum decisions 73% Site Visits 81% of educators visited a vendor’s website within the past 6 months 81% Webinars & Whitepapers 90% attended a education webinar or downloaded a whitepaper within the last 6 months 90% What’s in Your Toolkit? 10© 2016 C. Blohm & Associates, Inc.
- 11. Demand & Lead Generation Use geo-targeting, innovative pilot & trial programs, sampling programs and efficacy studies to fill the prospect pipeline. Test Something New From a new “type” of offer to a new communications channel, keep testing to find the next “tried and true” tactic. Evaluate results in context. Unlock Hidden Opportunities The high school product that can work in 2-year colleges. The cross-curricular opportunities inside your content… Find Venues and Channels that Connect Educators and Your Team From focus groups and advisory panels to Google Hangouts & Twitter Chats. Put Your Sales Team in the Spotlight Social visibility. Events. Customized emails. Synch Marketing & Sales 11© 2016 C. Blohm & Associates, Inc.
- 12. Content is King But Engagement is Her Royal Majesty Teachers. Share. Everything. Go Viral (aka “Word of Mouth”) Let Your Evangelists Preach Go Mobile! Go Now! 10 Tips from Educators to All of Us 12© 2016 C. Blohm & Associates, Inc.
- 13. Never Underestimate the Power of a Webinar Synergy is the New Focus The marketing mix counts Conferences Count 1:1 Chat Time Direct Mail. Really! Mail still has power Don’t Cut that Print Budget Yet… “We still need concrete things” 13 New Tests Try new tactics strategically and with commitment.© 2016 C. Blohm & Associates, Inc.
- 14. 14 01 Direct (app store, mail order, web order, telesales, inside sales, field sales) v Indirect (distribution, dealers, VARs, indep. reps) Distribution Method 02 Teacher, Principal, District or Site Admin, Supt. Customer 03 Package product, single solution, integrated solution Product Type 04 1-2 people, 2-5, 3- 10, 20+ Decision Makers 05 Impulse, 30 days, 90 days, 6-12 months, 18 months Sales Cycle 06 <$100, $100-$2,000, $2,000-$5000, $5,000- $35,000, $100,000+ Average Order Size 07 Revisit after first 25 and 100 customers, add value! Build Value © 2016 C. Blohm & Associates, Inc.
- 15. Let’s keep the conversation going: charlene@cblohm.com @charleneblohm @cblohmassoc C. Blohm & Associates, Inc. 5999 Monona Drive, Monona, WI 53716 608-216-7300 Thank you! Final Questions?
Notas do Editor
- Your website is often your first impressions. It needs to include a modern design so it’s easy to navigate and reflects that your company is tech savvy. Your website should include all the information a visitor could need and directs them to your other marketing channels, such as an online newsroom, social media accounts or blogs. Including a space where visitors can sign up for alerts from your company is an easy way to capture leads.
- What does that mean for marketers?
- Are they using social media in a professional capacity? 75% said YES! What channels are they using most frequently? - Facebook and YouTube were tied at 74% each 66% use Pinterest 26% use Instagram 20% said Twitter 6% said LinkedIn Do they believe there is a role for instructionally sound learning games in current curriculum programs? 78% said YES!! And 1/3 are planning to integrate educational games into their classrooms in the coming year!!! Which social media channels are they using to learn about gaming? - Facebook and Pinterest were tied at 67% each - Twitter and YouTube were tied at 50% - 33% said LinkedIn 17% said Instagram
- Social media study: Are they using your websites? - 43% say “frequently” - 31% say “…only when I’m considering a purchase” - 18% say “seldom” Gaming study: are they using your websites? - 56% say “…only when I’m considering a purchase” - 44% say “frequently”
- Social Media survey: A “Banner Day” for Banners… 87% say they see banner ads on consumer and commercial sites for educational products. Gaming survey: A “Good Day” for Banners… 50% say they see banner ads on consumer and commercial sites for educational games.
- Social media survey: Social media survey: Email is Still Alive… - 31% say they “sometimes” respond to vendor emails. - 56% say they respond “infrequently.” Gaming survey: Email is Very Alive… - 11% say they “always” respond to emails from educational publishers and vendors about learning games. - 44% say they “sometimes” respond. - 44% say they respond “infrequently.”
- Social Media survey: Publications Remain in the Mix… - 50% say they receive professional publications and magazines in print. - 62% say they read e-newsletters for professional purposes. Gaming survey: Publications Are in the Mix… -44% receive education magazines, publications or e-newsletters that feature information about new learning games and/or best practices for using games in the classroom. -Outlets cited ranged from Education Week and NCTM pubs to Science Teacher and Tech & Learning.
- Educators learn about products from other educators. Many see these products at conferences while others learn about them via email our through banner ads. Wherever the first touch point happens, it is then relayed through district-wide Twitter chats. A well-coordinated outreach campaign with multiple channels is your friend. The title says it all. Educators look to each other and other thought leaders on social media, and they love to use and share your content. Make it as easy to download and share as possible! Teachers are organizing on social and becoming influencers. Twitter is how they share information. Many of them organize their own monthly Twitter chats to compare notes in 140 characters. Figure out how to find them and point them in the right direction! Educators value what their colleagues say and take each other’s experiences into account. Talk to them and turn those conversations into valuable case studies and content marketing assets. Online, the user experience is as crucial for educators as it is to anyone else. They’ll be accessing your website with all sorts of devices, so make sure it’s a positive (and mobile-friendly) experience.
- The marketing mix counts. Educators are learning about and purchasing products they heard about at a conference. Then they received emails, saw banner ads, and eventually talked about it on a district-wide Twitter chat. Multiple touches. A well-coordinated outreach campaign. It’s the marketing mix at work. It’s tempting to think that webinars are on the outs, but educators at ISTE 2015 confirmed that these one-hour programs are crucial to their professional development. If it’s something they need, they will come. In droves. Digital marketing channels are packed to the gills and highly competitive. Even educators appreciate cutting through the noise for some 1:1 time with vendors, and many make conference room on their travel schedules for just that. Mail still has power, and can be a breakthrough tactic for some vendors. You’d be surprised by how many educators told us they still learned about products and services through direct mail. For educators, part of digital citizenship is learning how to balance your online time with your offline time. Teachers like to disconnect too, and believe it or not, they still like print. As one teacher put it, “we still need concrete things.”
- Distribution Method (direct v indirect) Sales Channel (app store, web order, telesales, inside sales, field sales / dealers, VARs, independent reps) Customer (teacher, principal, district admin, Supt.) Product Type (packaged product, single solution, integrated solution) Decision makers (1-2, 2-5, 3-10, 20+) Sales cycle (30, 90 days, 6-12 months, 18 months) Avg sale (under $200, 100-2000, 2000-5000, 5-35,000 100000+)