Niche Marke+ng For New Aged Care Providers

Transcription

1 Niche Marke+ng For New Aged Care Providers 16 May 2016 Dale Renner BUSINESS SKILLS FOR NON PROFITS Copyright Iconic Consul;ng Pty Ltd

2 Overview Define your niche market Find your difference Promote like a guerrilla 2

3 Small is OK Small is OK 3

4 New organisation: strategy questions Where will clients come from? - e.g. some clients from new, but growth will requires winning from exis;ng orgs Where are the new opportuni+es? Define your market - do market research - assume you don t know Under-served popula;ons Poorly-served groups Gaps in service quality Niche / specialist needs - e.g. ethnic background, LGBTI, medical condi;ons Is it worth it? - is the size of your niche big enough? Be stronger on differen+a+on than exis+ng organisa+ons New product, feature, style, approach BeUer, faster, cheaper Promote bemer, guerilla-style to break through 4

5 1 DEFINE YOUR NICHE MARKET

6 A simple definition of marketing Understanding needs and moving to meet them 6

7 2 parts - strategy + tactics Niche market strategy Market defini+on Segments Offer, geographic focus Value proposi+on Marke+ng ac+vity plan (tac+cs) Offer Message Channel Experience Direc+ons / guidelines Framework Owned by senior execu+ves Opera+onal Implementa+on Who does what when 7

8 World of marketing many business func+ons all relevant to aged care market research market segmenta+on product strategy growth strategy reten+on strategy customer value proposi+ons posi+oning strategy brand strategy visual iden+ty product development pricing packaging distribu+on promo+on sales messaging communica+ons customer experience retail experience merchandising benchmarking websites social media adver+sing public rela+ons 8

9 Need for niche strategy Strategy - making choices Can t do everything Need laser-like focus, especially if small 9

10 What is a niche? - choose your segment Examples only Needs People groups People who live locally People with high income People with special needs Daily needs Food Cleaning Medical 10

11 What is a niche? Many things for a group of few people Market segment niche Needs People groups People who live locally People with high income People with special needs Daily needs Food Cleaning Medical 11

12 What is a niche? Few things for group of many people Skill/service niche Needs People groups People who live locally People with high income People with special needs Daily needs Food Cleaning Case Management 12

13 What is a niche? A sub-segment Skill/service niche Needs People groups People who live locally People with high income People with special needs Daily needs Food Sub-Saharan Africans living locally over 80 years old Cleaning Case Management 13

14 Your turn - choose your niche Whom do you serve? (describe them) Details Summary statement of niche What needs do you meet? Details What geography is your focus? Details What demographic / segment of the aged care market? Details What other special characteris;cs define your focus? Details 14

15 2 FIND YOUR DIFFERENCE

16 Customer Value Proposition Differen+a+on 16

17 Finding a point of difference 17

18 Finding a point of difference 18

19 Finding a point of difference - new entrants 19

20 Finding a point of difference 20

21 Your turn - point of difference Offering [What exactly are we offering the customer?] [What is the holistic customer experience?] [What are the key features/benefits?] Key message - single most important reason to choose you Access [How will the customer access this solution?] [How will the customer learn about this solution?] Payment [How much will the customer pay for this solution?] [How frequently will they purchase? ] Point of difference [How does your offer differ from all competitors?] [What single idea captures this difference? ] 21

22 3 PROMOTE LIKE A GUERRILLA

23 5 min marketing for new providers Set budget, and calculate acquisi+on costs Drive brand awareness - who are you, what do you do, creden+als, bona fides? Do digital marke+ng Local - guerrilla marke+ng - be visible 23

24 Awareness customers need to know you exist (awareness) Clear about goals - market growth, customer numbers Look at your acquisi+on strategy - map your conversions Get your messages +ght Use local channels Lots of clever ways to get no+ced - guerrilla style Stand out with a clear message 24

25 Awareness 25

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28 Finding you Page-rank - use search engin op+misa+on (SEO) tricks to rank for keywords Spend small amount of Google Adwords My Aged Care website - a directory for people to find you! 28

29 Finding you 29

30 Go deeper - define your market 4 videos Frameworks Free Course Signup at 30