The best marketing would be a product that is designed for ME that is marketed to ME with only MY specific tastes in mind..(but even my husband can t

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2 The best marketing would be a product that is designed for ME that is marketed to ME with only MY specific tastes in mind..(but even my husband can t successfully find a great birthday present every year) Even with a segment of one, we have to do research and come up with a successful plan! 2

3 3 How would you spend it tomorrow to improve your results?

4 4

5 1. Country of manufacture = American shoes = German higher ed 2. (City of manufacture/design = Portland shoes = German city) 3. General types of shoes = sports shoes = Faukltaet/Department 4. Specific type of shoe = soccer shoes = Fachbereich 5. Very specific type of shoe = women s soccer shoe = Type of program like exchange, master s, etc. 6. Very, very specific type of shoe = Nike Mercurical Veloce III = program What are you marketing? That is question #1. The more products you have, the more segments you have to cover. 5

6 1. Write down one product (program, department, university, etc.) that you are marketing and define it in terms of category country, city, type, etc. (3 mins)» What is your primary current challenge with marketing that product?» How do you define your target audience? 6

7 7 PERSON #4

8 8 PERSON #4

9 9 PERSON #5

10 10 PERSON #5

11 11 PERSON #4

12 Write down demographic characteristics for your target audience(s) including things such as:» Age» Current education status» Gender» Nationality» Location» Economic status». 12

13 Write down psychographic characteristics for your target audience(s) including things such as:» Values» Aspirations» Lifestyle» Attitudes» Interests». 13

14 Not as easy as it looks.! Even something as simple as a demographic question like location or nationality becomes nuanced and influences how they see higher education, your country, and marketing:» Country of origin» Country of secondary school education» Country of origin for parents» Current residence» Country or countries they are researching for study opportunities 14

15 Add the customer journey and we have another dimension of time 1. Building awareness 2. Becoming interested 3. Researching options 4. Applying 5. Deciding between choices 6. Enrolling Same individual with different information and marketing needs throughout the process 15

16 1. Women between who are serious (but not professional ) athletes, are style conscious, and are in the store ready to buy 2. Men over 60 who are serious athletes, cost conscious, and researching new shoes 3. Men between who play soccer on weekends and have two different pairs of shoes in the cart 4. Women between who are trendy and do not play any sports buy sneakers only for style and will make spontaneous purchases 16

17 17 Define up to 4 market segments for your product with as much detail as possible.

18 Potential market volume = how many are in each segment Level of competition for your product in that segment Cost to reach the customer and convince them to buy. 18

19 1. Put your market segments in order of priority 2. Pick one to focus on - start to think of a buyer persona 19

20 20 How many months or years before applying does your chosen market segment begin researching options?

21 General = Our university is committed to training future global leaders through a combination of cutting-edge research and close ties to academic institutions and companies around the world. How would you revise this for your chosen segment? 21

22 Print ads Parts of websites s (to your database and purchased lists) Digital advertising Social media (owned and purchased) Scripts for fairs, phones, etc... 22

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24 How can you decide who to prioritize? How can you best reach them? When can you best reach them? What messages resonate with each of them? What products should be developed for them? What features can you add to a product to make it more attractive to them? What will you do to measure and improve your results on an ongoing basis? 24

25 25 How would you spend it tomorrow to improve your results?

26 26 Feel free to write me at with any questions or comments!