MARKETING YOUR CORPORATE CONSULTING BUSINESS

Transcription

1 national association of urban etiquette professionals For Certified Etiquette Professionals Seeking to Provide Professional Development MARKETING YOUR CORPORATE CONSULTING BUSINESS

2 national association of urban etiquette professionals SESSION OVERVIEW Now that you have begun to build your credibility, you have to market yourself consistently. A failure to market is the leading cause of businesses failure. Because most business owners are busy maintaining the day-to-day work to keep their business moving forward, they forget to tell others about what they are doing, they don t keep marketing materials to have on hand every time they go to a meeting, and lastly they don t market to various industries daily. If you want your Corporate Consulting to be a success, you will have to market your services, yourself and your workshops ALL THE TIME!

3 MARKETING VS. ADVERTISING Marketing is the overall sustained communication to the public about your products, services and your overall brand. While advertising, on the other hand is a part of your overall Marketing Plan. Marketing Includes Online Presence Advertising Promotions Marketing Collateral Distribution Contests Social Media Campaigns Media and Press Contact Back Links and Community Partnerships

4 THE MARKETING MIX Advertising General Public Brochure Specific Clients Website General Public One Sheet/Flyer Specific Clients and General E-Blast Online Post Card General Public Introduction Letter Potential Clients Media Reaches Press Releases Magazines, radio, television

5 KEY WEBSITE ELEMENTS Professional Images Easy to Navigate Key business/corporate etiquette tips Contact, register, pay prominently displayed Client logos and comments prominently displayed

6 BIO IS YOUR CALLING CARD Your bio is your calling card. Click on the links in your module to review some examples of bios. Key BIO Elements Short and concise Active words Professional Photos Contact Information Client Comments Awards Description or Display of your publications

7 A One Sheet is a one page description of your workshops or of one specific workshop. Click on the link in the module to review a copy of a One Sheet Key One Sheet Elements Short and concise Active words Professional Photos Contact Information Client Comments Program Description ONE SHEET/FLYER

8 The Introduction Letter is primarily used to introduce your services to someone as a cold contact. Include the One Sheet for their review. Once you call them again the following week, they will tell you if they want you to send over additional information like your bio or proposal. Sample Letter Dear Sir or Madame: (If you have a name that is always better) In a recent poll, 75% of CEO s of companies admit, the lack of social skills is the cause of high turn over and customer dissatisfaction. I am contacting you because as a Certified Corporate Etiquette Consultant, I work with companies to address the need for professional development and soft skills training for companies of all sizes. I would greatly appreciate an opportunity to speak with you briefly regarding how I can empower your staff from new-hires to executive-level management with the skills they need to effectively meet the needs of your customers. I have attached a brief description of the professional development workshops my company offers. Thank you in advance for your consideration and I will contact you next week to answer any questions you may have. Warm Regards, Name INTRODUCTION LETTER

9 PRESS RELEASE For Immediate Release SAMPLE PRESS RELEASE (City) (Date). In a recent study published by Public Policy, those who were polled admitted the need for civility and professionalism in the workplace, but confess there has been a steady decline. The need for basic soft skills and workplace etiquette is growing as companies realize the impact on the bottom line, says (Instructor Name). The need for professional development on all levels is what prompted me to obtain my Corporate Etiquette Consultant Certification. I can now offer professional development and workplace etiquette workshops to business, schools and organizations seeking to improve their Workforce, she continues. To contact Darolyn or to find out more about the professional development workshops offered, contact Darolyn Mangum at ( ) and telephone (). ### The End ###

10 Schools Business/Corporations Churches Organizations/Nonprofits TARGET POTENTIAL CLIENTS TYPES OF WORKSHOPS Brown bag luncheons Corporate Retreats Professional Development Series Key Note Address Breakout Sessions for Conferences New-Hire Training

11 Introduction MARKETING STRATEGY Physical Mailer with letter/brochure enclosed Follow up phone call (Goal: face-to-face meeting) Send out regular e-blast and professional tips Keep your website updated and ready to receive visitors As for a comment or reference to be used on your website and other marketing materials Take advantage of women and business expos to advertise to a high concentration of people Send out workshop updates and class availability monthly Provide corporate etiquette tips as an e-blast but also on your social media outlets Make at least five contacts daily (Bookings are a game of numbers. The more people you reach the more likelihood of them taking a workshop with you) REPEAT

12 There are many opportunities to work with companies, but for most consultants submitting a proposal is the usual route most companies take to hire a consultant. Through a bid process, you will submit your program idea, layout and cost to the company for their determination. There are general and complex proposal formats, but they all require generally the same information. PROPOSAL COMPONENTS Name of Workshop Goal or Workshop Objectives Target Audience Workshop Duration and Layout Key Facilitators or Personnel Cost for Workshop SUBMITTING PROPOSALS