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Print out this worksheet or save it on your computer for future use. The value of this exercise is to help you stay current on your chosen markets and their concerns. Repeat this exercise at least every six months. You'll be surprised at how much changes so quickly. EXISTING: Who currently enrolls in your programs? Usually it's more than one kind of buyer -- whether student or business. These different kinds of buyers are called market segments. List the top three market segments that register for your continuing education programs. They may be from the health field, or from info-tech; they may be employed or recently laid off. If you don't have hard data, take an educated guess. 1. 2. 3. Needs of each existing market segment Each student or business group you've listed has its own reasons for choosing your programs -- their own set of needs and concerns that are somehow satisfied by your programs or courses. Describe at least two needs or concerns for each market segment you have listed, as they relate to your product or program.
The Benefits of your Product Identify specifically how your programs offer solutions to the needs and concerns of each of your marketing segments.
Target your message to your existing segments When preparing your marketing materials -- ads, brochures, marketing kits, websites -- speak as closely as you can to the unique needs of each marketing group. The more you "speak to" the specific issues of each segment, the more they will take notice, and the effectiveness of your materials increases exponentially. Practice writing an effective headline to capture the attention of each existing market segment in the space below:
NEW MARKETS: Who would you like to enroll in your programs? List the top three market segments that you would like to have register for your continuing education programs. They may be from the insurance industry, or from info-tech, or education. 1. 2. 3. Needs of each new market segment Each student or business group you've listed would have its own reasons for choosing your programs -- their own set of needs and concerns that would somehow be satisfied by your programs or courses. Describe at least two needs or concerns for each market segment you have listed, as they relate to your product or program. If you don't have hard data, check online, or the local business press...or take an educated guess.
The Benefits of your Product Identify specifically what solutions your programs would offer to the needs and concerns of each of your marketing segments.
Target your Message Practice writing an effective headline that would capture the attention of each new market segment in the space below:
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