Download LESSON 1: Marketing

Module 7 – Spreading the Word
4 lessons
LESSON 1: Marketing
Opening (15 minutes)
PPT-7 p.1
Welcome to Module 7: Spreading the Word
>>Return the graded Module 6 quizzes<<
Now that you’re managing your business, how do you get the word out? That’s what we’ll focus
on in Module 7.
PPT-7 p.2
Lesson Objectives (Review objectives with students)
1.
2.
3.
4.
HO 7-1
Name the four primary parts of a marketing plan and the purpose of each part.
Name at least three marketing strategies you can use to develop and maintain a client base.
Describe the pros and cons of different marketing strategies.
Describe at least one tactic that would be appropriate for each type of marketing strategy.
Quote Slips Activity
Allow learners to form into small groups (4-6). These can be the same or different as the projectbased groups.
Remind groups to assign roles: facilitator, recorder, timer and presenter.
Distribute one “quote slip” to each group.
After the facilitator in your group reads your group’s quote aloud (within the small group), I’d
like each group to engage in a discussion, addressing the following questions:
What are the main points that the practitioner is conveying?
Do you agree with this practitioner’s perspective? Why or why not?
Is there anything you would add?
Is there anything that you would do differently?
What insights did you gain from this quote – and from your group’s discussion?
I’ll give you five minutes to discuss your quote within your group. Then, I’m going to ask that
each presenter 1) read their group’s quote out loud to the full class and 2) share 2 insights that
their group came up with – based on their discussion. If your quote has already been read out
loud, then please just share your group’s insights.
>>Allow each group to share their quote and insights. Invite others to add their thoughts,
but also keep the mini-presentations moving along<<
>>Wrap up this portion with some final thoughts<<
These words of wisdom from experts in the field bring up different facets to getting the word out.
Now, let’s start breaking it down.
Importance of Marketing (10 minutes)
Reference text pp. 224-225
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Getting the word out begins with marketing. What do you think of when you hear the word
“marketing?”
Expect: Selling, cajoling, tricking, telling consumers about a product or service.
The dictionary defines marketing as “promoting or selling a product or service.” We’re
bombarded with marketing communications – called “marcom” by people in the business – all
day long. How do you feel about marketing? Do you love it? Hate it? Find it annoying but useful?
>>Acknowledge all responses<<
Let’s talk about times when you’ve found marketing to be useful. Think about an example of a
recent marketing communication that you found to be useful.
Examples:
Signage advertising a restaurant in your neighborhood.
An email from a travel site letting you know that there’s a sale on fares to a city you’ve always
wanted to visit.
50% off coupon sent in the mail.
Brochure at the doctor’s office that provided some useful information for me.
Marketing is not about forcing people to do something they don’t want to. It’s more about letting
people know what’s available – and giving them the information they need to find it. Marketing is
based upon understanding people’s needs and letting them know how your service or product
helps to fulfill these needs.
Of course, some marketing communications are indeed intrusive, rude, manipulative, and
dishonest. Can anyone think of examples?
Expect: Unwelcome telemarketing calls, annoying TV commercials, etc.
That’s not the kind of marketing we’re going to learn about. Instead, our focus will be on
developing and delivering marketing that provides information to potential clients – and helps to
connect them with the services and/or products you have to offer them. It’s really about simply
letting them know how you can help them to fulfill their needs.
>>Ask a student to lead the class in a stretch<<
How to Create a Marketing Plan (10 minutes)
Reference text pp. 225-228
So, let’s get to brass tacks – and discuss how to go about creating an effective marketing plan.
We’ve talked a lot in this course about setting goals so that you have a map to get you where you
want to go. The same holds true for marketing.
What are the four parts of a marketing plan?
Answer: Goals, objectives, strategies, and tactics
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What do we mean by your goals?
Look for: Your overall values and mission – your ultimate destination
For example, let’s say your goal is to build a full-time sports massage practice. That’s your
overall mission.
Or, your goal might be simply to build a full-time practice.
What are your objectives?
Look for: Specific and measurable statement of your goals that break down goal into smaller
parts
For example, if your goal is to build a full-time sports massage practice, then perhaps your
objective would be to add 5 new sports-massage clients per month until you were averaging 80
massages per month, 50% of which were for sports-massage clients.
Or, your goal is to build a full-time practice, your objective may be to add 5 new clients a month
for 10 months, until you’re working more than half time.
How about strategies?
Look for: The approach, or method, you’ll use to meet your objective; how you will reach your
desired destination
So, if your objective is to add 5 new clients a month, what are some of the strategies you might
use?
Examples: Give demo chair massages; write educational articles; participate in community
events
To reach your marketing goal of building a full-time sports massage practice, you will use
advertising, promotions, public relations, or networking. Think back on the quotes we just
discussed. A lot of their suggestions were marketing strategies.
How would you define each of the 4 marketing strategies?
>>Write the 4 marketing strategies on the board:
advertising, promotions, public relations, networking<<
>>Referring learners to their textbook, pages 226-227, define each one<<
Look for:
Advertising = Paid form of communication to inform and/or persuade potential customer
Promotions = Motivating offers to stimulate demand
Public relations = Non-paid communication to influence opinions and beliefs
Networking = Forming connections to generate referrals through word of mouth
Which of these do you think is most effective? What are some pros and cons of using each one?
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>>Acknowledge all answers<<
>>Point out advantages and drawbacks outlined on page 227 in the text<<
Finally, what are tactics?
Look for: Actions that help carry out your strategy
So, if your selected strategy is to offer demo chair massages, your tactic might be to offer demo
chair massages at a local health-food store – and at the time, distribute new-customer discount
coupons.
Marketing Tools (25 minutes)
Reference text pp. 228-233
Just like each of think about our personal identity – how others perceive us – your massage
therapy practice will also have a unique identity. It’s important that you take some time to think
about what kind of identity you would like your massage therapy business to have.
Storyboarding. To help your group in coming up with your business’s identity, we’re going to
do a creative exercise. Pull out your magazines and start cutting out images that speak to you.
You don’t even have to be able to pinpoint exactly why. For some reason, the image inspires you.
Then, each group is going to create a “storyboard” of images. Make sure that you leave some
white space between the images. It’s helpful to actually hang up the flip chart – and then post up
the images.
After your group has posted up your chosen images, now you all can start to tease out some of the
words that these images bring to mind. These might be words like – hip, worldly, athletic,
inspirational, and beautiful. Take some time to talk about this with your group. Meanwhile, as
your group is sharing out these ideas, the recorder in each group can use a marker to write out
some of these words – on the storyboard.
Distribute supplies: flip chart, clear tape (to post images), masking tape (to post flip chart) and
markers.
Learners should have brought their own magazines
Remind groups to assign roles: facilitator, recorder, presenter, timer.
Now, with these words and images, start playing around with what you think your business’s
identity might be. What’s your brand? How do you want the outside world to perceive you?
>>If there’s time, allow each group to provide a mini-presentation of
their storyboard and initial branding ideas<<
Wrap Up (5 minutes)
>>Go over homework<<
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For your homework, you’re going to meet with your group to continue your marketing plan
discussion – kicked off by the storyboard exercise. In your discussion, make sure that you address
the following questions:
What features and benefits will your business provide?
What do you think your brochures might look like?
What are you going to do to create an electronic presence? What will your website look like?
Make sure that you record your thoughts. We’ll share ideas at the next class.
DUE DATE: Next class
Your reading assignment is pages 234-245. Begin with “Advertising” and stop before “Stages of
Business.”
DUE DATE: Next class
>>Invite and answer questions before moving on<<
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LESSON 2: Advertising & Promoting
Opening (15 minutes)
Marketing Plan. I asked you all to discuss features and benefits that each group will be offering.
Let’s take a quick moment to define each of these terms – and clarify the difference.
Look for:
Feature = description of the service itself
Benefit = description of the benefits received from the service
We’re going to share ideas on what your groups have come up with so far. First, I’ll give you all a
couple of minutes to convene with your group to prepare.
>>After allowing a few minutes for prep time, ask each group
to share their marketing ideas<<
>>Encourage other learners to provide feedback<<
PPT-7 p.3
Learning Objectives (Review objectives with students)
1.
2.
Identify primary aspects of advertising, promotions, public relations and
networking/referrals.
Describe the difference between a feature and a benefit.
Advertising (25 minutes)
Reference text pp. 234-235
You’ve had a chance to figure out the identity for your business, now what’s your ad campaign
going to look like?
HO 7-2
Referring to the 12 Benefits of Massage outlined on the worksheet that I’m going to pass out to
each group, create your company’s ad campaign.
Here are some questions to guide you (and you can also refer to your textbook on page 235 to get
some additional questions):
What audience are you targeting?
What needs of theirs are you going to address?
What benefits are you going to emphasize? (It’s better to emphasize one or two, rather than
overwhelming them with an overload of benefits.)
What types of advertising are you going to use?
What kind of response do you want a potential client to have after reading your ad?
What kind of information are you going to include?
What are you going to highlight? For example, are you going to highlight the collective
credentials and experiences represented in your group?
How are you going to make the ad understandable and clear?
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Capture your discussion by writing notes on a flip chart. Now, referring to the Storyboard that
your group created – is there an image that might be appropriate to use for the ad that you’re
creating? Pulling from your magazines, see if you can add some images to your flip chart of
advertising ideas. Label your flip chart “Advertising.”
>>Allow groups to work together for about 15 minutes – creating their ad campaign<<
Afterwards, ask each group to provide a quick sharing of what they’ve come up with so far –
using both Storyboard and flip chart as visual props.
Tip: Encourage the groups to post their flip chart sheets on the wall – and if it’s possible – to
keep them in order to encourage a “brainstorming” and creative learning environment.
>>Ask a student to lead the class in a stretch<<
Promotions, Public Relations, Networking and Referrals (15 minutes)
Reference text pp. 235-245
Now that your group has established the identity and come up with ideas for an ad campaign, start
to expand your discussion to alternative ways to increase business – through promotions, public
relations, networking and referrals.
Re-convene with your group and placing another flip chart paper in the center of the table, you’re
going to engage in a mind-mapping exercise. First, create three circles, labeled “Promotions,”
“PR,” “Networking & Referrals,” respectively. Each of you should have your own marker. Based
on the reading from the textbook (and feel free to use it as a resource now), along with any of
your own ideas, each of you can start “mind mapping” out your ideas, clustered around each of
the three circles.
Here are some questions to help you out in your mind mapping exercise:
Promotions:
Any special promotions you might use to encourage clients to rebook?
How about businesses you might want to partner with for cross-promotions?
Public Relations:
What kinds of educational seminars might you provide?
What kinds of news releases might you write up?
What kinds of fact sheets might you make available to your clients?
How might you publicize events at the business?
Networking & Referrals:
How are you going to build up your network?
What are some creative ways you might get referrals?
Wrap Up (5 minutes)
>>Go over homework<<
Your group needs to create your elevator pitch. What’s an elevator pitch?
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>>Acknowledge answers – and refer learners to Figure 7.13, on page 245
in their textbook to look at sample elevator speeches<<
DUE DATE: Next class
We’ll begin next class with each group sharing their respective elevator pitch. Remember it needs
to be short and sweet.
Read pages 245-256. Begin with “Stages of Business” and read through the end of the chapter.
DUE DATE: Next class
Invite and answer questions before moving on.
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LESSON 3: Business Stages
Opening (10 minutes)
Elevator Pitches. Let’s hear what each group came up with!
>>Ask each group to share their elevator pitch.
Encourage other learners to provide feedback<<
PPT-7 p.4
Learning Objectives (Review objectives with students)
1.
2.
Name two warning signals that your practice is experiencing a downturn.
Describe recovery strategies that could help your business if you experience a downturn.
Stages of Business (25 minutes)
Reference text pp. 245-252
What are the stages of business?
Look for: Building your client base; retaining clients; winning back clients
All of your marketing efforts will get clients in the door – but the process of building, retaining
and winning back clients really boils down to the service that you provide – and how well you
connect with your clients.
In thinking about how to build your client base, it’s important that you take into consideration
your specific setting. For example, if your practice is in a clinical setting, you’ll probably want to
cite scientific research when working with your clients. They’ll likely be expecting this.
Turn your flip chart sideways and create 3 columns, labeled “Building,” “Retaining,” and
“Winning Back.”
Now, take a few minutes to meet as a group and brainstorm ways to build your client base, taking
into consideration your specific setting. Record your ideas under the “Building” column. We’ll
have a quick report out of ideas you came up with afterwards.
>>Give groups 5 minutes to discuss ideas, reminding them (as always) to first assign roles<<
At the end of 5 minutes, ask each group to give a quick report out (no more than a minute each).
Encourage others to take notes (and tell them that it’s OK to “steal” ideas) and provide feedback.
Now, let’s move on to the stage of retaining clients. This is where you and your group members
should think carefully about your business’s way of doing things. What are the Best Practices you
want to establish to retain clients? How will you create a culture and environment that will
encourage your clients to keep coming back?
Take 5 minutes to brainstorm ideas, recording ideas under the “Retaining” column. For ideas, you
can refer to Figure 7.15, on pages 249-250 in your textbook.
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>>Give groups 5 minutes to discuss ideas, reminding them (as always) to first assign roles<<
At the end of 5 minutes, ask each group to give a quick report out (no more than a minute each).
Encourage others to take notes (and tell them that it’s OK to “steal” ideas) and provide feedback.
Finally, what are going to be some of your business’s Best Practices to win back clients?
Referring to ideas on page 251 in your textbook, fill in your last column.
>>Give groups 5 minutes to discuss ideas, reminding them (as always) to first assign roles<<
At the end of 5 minutes, ask each group to give a quick report out (no more than a minute each).
Encourage others to take notes (and tell them that it’s OK to “steal” ideas) and provide feedback.
>>Ask a student to lead the class in a stretch<<
Recovering and Reevaluating (20 minutes)
Reference text pp. 252-255
Invariably, you’re going to run into some bumps along the way. Even the best-laid plan can come
up against obstacles. As entrepreneurs, you need to be prepared for these setbacks.
What are ways that you deal with personal setbacks? You might want to think back to some of the
self-care strategies you came up with in Module 4.
>>Acknowledge all responses<<
Probably one of the most important elements is to maintain your enthusiasm, both for personal
and professional setbacks. How are you as a team going to help each other maintain enthusiasm
when your business experiences setbacks?
>>Acknowledge all responses<<
In addition to maintaining enthusiasm, it’s critical that you all stay on top of the factors that can
impact the success of your business. Understand that some of these factors are ones that you have
direct control over, such as the services you provide, whereas others you can only indirectly
control. What’s key in either case is how you and your team respond to these circumstances.
Referring to Figure 7.17 on page 253, let’s review each of these factors and discuss possible
strategies to respond to each one.
>>Lead full-group discussion, reviewing the following factors<<
Local economy
Services/modalities
Marketing
Customer service
Financial management
>>Be sure to point out that all of these factors, except the local economy,
are factors that are within their direct control<<
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Ultimately, you and your team may need to reevaluate. Take a look at Figure 7.18 on page 254 –
and take a moment to address these questions with your group.
>>Give groups 5 minutes to discuss the questions. Again, remind
groups to record their discussions (plain paper is fine)<<
Imagining that your business has reached the point where you might want to take a different
direction altogether, take a few minutes to write out in your journal other options you might want
to explore.
>>Direct learners to write in their journals for a few minutes.
Afterwards, ask them to share thoughts with a partner<<
While it may seem strange to think about alternatives to a career in massage therapy when you’re
just embarking upon it, it’s important to do so for two reasons. First, it’s helpful to have a backup plan. Second, thinking about other areas of interest can sometimes lead us in interesting
directions – even within the same field.
>>Elicit responses<<
Wrap Up (5 minutes)
>>Go over homework<<
Review Chapter Seven, in preparation for Chapter Quiz.
DUE DATE: Next class
>>Invite and answer questions before moving on<<
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LESSON 4: Summary & Application
Opening (5 minutes)
PPT-7 p.5
Lesson Objectives (Review objectives with students)
1.
2.
3.
Review key points in Module 7.
Demonstrate acquired knowledge with short quiz.
Apply knowledge by working on elements of Final Project.
Chapter Review (10 minutes)
Direct learners to the review questions at the end of Chapter 7, page 256.
>>Lead a discussion on each of the questions. Possible answers are given below<<
Reference text p. 256
The chapter review questions provide an opportunity to refresh learners’ memories about their
textbook reading.
1. What are the four primary parts of a marketing plan, and what is the purpose of each
part?
- Goals define your overall values and mission. They answer the question: What is my
destination? Example: “Build a full-time sports massage practice.”
- Objectives provide a specific and measurable statement of your goals. They answer the
question: How will I know when I’ve arrived? Example: “Add x new clients per month
until I am averaging x massages per week.”Strategies provide a plan for reaching your
goals. They answer the question: What’s the best way (or ways) to get there? Example:
“PR campaign directed toward the sports community.”
- Tactics spell out the actions that will help you carry out your strategy. They answer the
question: What are my specific travel plans? Example: “Publish an article about the
benefits of massage (with my photo and business phone number) in an athletic club’s
newsletter.”
2. Name at least three marketing strategies you can use to develop and maintain a client
base.
- Personal selling
- Advertising
- Public relations
- Sales promotion
- Direct marketing
3. Give at least one example of a tactic that would be appropriate for each type of
marketing strategy.
- Personal selling: Participate in trade shows; network with other heath care professionals;
start a breakfast networking group.
- Advertising: Place an ad in the yellow pages or business directory; place an ad in a
magazine or newspaper; run radio advertising; create your website; place listing in an
electronic dictionary where potential clients can search for massage therapists.
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-
Sales promotion: Give out coupons to targeted potential clients; sell gift certificates; give
discounts (discounts are prohibited in some Canadian provinces).
Direct marketing: Send advertising or targeted sales promotion offers to mailing lists of
potential clients; send newsletters.
4. What are the pros and cons of different marketing strategies?
- Personal selling: Requires concentrated effort and good communication skills; provides
good word-of-mouth referrals for potential clients.
- Advertising: You choose your message and where and when the message will be
delivered, but it’s expensive; can provide short-term or long-term benefits.
- Public relations: Free or lower cost than advertising, but the media, not you, controls the
final delivery of the message; good for image creation and visibility; long-term benefits.
- Sales promotion: Fastest response; targeted at getting appointments; must consider pros
and cons of discounting and cost of direct mail.
- Direct marketing: Effective way to get clients to keep coming back; time-consuming and
costly.
5. What is the difference between a feature and a benefit? Give an example of each.
- A feature describes what a product or service is or does; a benefit is the value of that
product or service to the user.
6. What are two warning signals that your practice is experiencing a downturn?
- Fewer clients
- Decreased income
- Higher expenses
7. What are examples of recovery strategies that could help your business if you
experience a downturn?
- Re-evaluate your marketing plan.
- Re-direct your efforts, depending on the cause for the downturn.
- Ask your clients for feedback on why they are booking fewer appointments.
- Ask your mentor for feedback.
- Become involved in your community’s economic development council.
- Learn a new modality and let clients know that you offer a new service.
Is there anything else that we discussed in this module that you’d like to review before we begin
the quiz?
>>Respond to questions by facilitating a discussion, encouraging learners to
help each other in responding to these questions<<
>>Ask a student to lead the class in a stretch<<
Quiz 7
Quiz (10 minutes)
>>Distribute quiz. Give learners 5 minutes to complete<<
Collect quiz and explain that you will return them at the start of Module 8.
Application (30 minutes)
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Having completed Modules 5, 6 and 7, you now have enough information and expertise to
complete the following sections of your group’s business plan:
“Marketing and Sales Strategy”
“Executive Summary”
Please use this time now to build these sections of your business plan. Here’s a review of the
information that should be included:
Marketing and Sales Strategy. This section should include the following:
More specific description of your market (estimated supply and estimated supply for your
products & services);
Explanation of your marketing goals, strategies, objectives, and tactics.
After reviewing this section the reader should know who your market is and how you will reach
it; along with how your company will apply marketing tools, such as advertising, PR, promotions,
and networking to sell your products and services competitively.
Executive Summary. This section should provide a snapshot of your company, explaining who
you are, what you do and why. After reviewing this section the reader should not only come away
with a basic understanding of your company, but more importantly, should be inspired to want to
learn more about your business.
Remind learners that the Executive Summary should be written last, should be short (no more
than 2 pages) – and should be the “inspirational” piece of the business plan. This opening section
is what should “hook” the reader and make him/her want to find out more.
(Source: Small Business Administration website)
Wrap Up (5 minutes)
>>Go over homework<<
Read pages 257-265. Begin with Chapter Overview and Objectives and stop before “Research.”
DUE DATE: Next class
>>Invite and answer questions before moving on<<
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