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  • A Step-By-Step Approach To Promoting Programs

    Posted on July 17th, 2012 Patricia No comments

    What consumers want and what they need can be totally different things. You may have an incredible health promotion program that is designed to improve the health needs of participants, but if it is not what your target market wants, potential participants will not sign up. On the other hand, advertising appeals to the wants of consumers, like fad diets and body beautiful programs, but it is not based on what consumers need. The solution is to give consumers what they need in the way thatthey want it.

    Step 1: Nail down your target market

    Your target market is the central focus whenpromoting a program. If you stay focused on your target population, the rest of the marketing process should be easy. If you try to help everyone, you will end up helping no one. Most consumers want programs and products that are specific to them. Focus on women of a certain age group, or middle-school-aged children preparing for high school sports, or adults who have type 2 diabetes or men who are retired. Get as specific as you can when promoting your program.

    Step 2: Set the price

    Pricing is one of the greatest determinants of whether a targeted person joins your program. First, look at your target market. What kind of disposable income do they have? Second, examine thesupply and demand. How many similar programs are being offered in your area? What are they charging? What is the demand for your program? If there are few substitutes for your program, or ifthere is a great demand, you can consider charging more. If the opposite is true, the price that youcan charge is controlled. Also, where will your program be located? If the location is in astate-of-the-art facility, which canadd value to your program, members maybe willing to pay more. Likewise, if the location offers convenience, value is added and a higher fee may be charged.

    Step 3: Choose the place

    Your program’s image is based on consumers’ perceptions of the program’s attributes, one of which is location. Is the place conducive to the activities involved? Could the program be offered in multiple locations? Depending on the target market, the distance participants are willing to travel will differ and may be limited. Similarly, convenience should be considered when setting the location. If the location of your program saves time and requires minimal effort to attend (including transportation,parking, etc.), more people will sign up.

    Step 4: Advertise

    Like the location, where and how a program is promoted can make or break its success. Where do your targeted participants live, work, go to school or eat? To promote a teen program, you might advertise to yourmembers who have children, at local high schools, with coaches and parent associations, and at local family restaurants. To what do your targeted participants read, watch and listen? Be specific and focused with your advertising.

    Step 5: Maintain positive public relations

    Public relations is a specific type of promotion. Know that anything goes. Unfair or not,in the community, the conduct of those connected to your program, including class instructors, can also reflect upon it.

    The common advice from parent to child applies here: Be on your best behavior.

    If you consider these five steps and take the time to prepare, your program will appeal to your target audience. The message is simple:Know your target audience, their wants and needs, and illustrate thisto your potential and current members.

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