Marketing Basics for AUBER Units

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Marketing Basics for AUBER Units

• Jerry Conover
• AUBER 2004 Fall Conference

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Two key questions

• Whom are you targeting?
• Different strategies for different segments
• What are your units 4 Ps?
• Product what does your unit have to offer?
• Price should you charge, and how much?
• Distribution how can your customers get your
  product?
• Promotion how will the world know about what
  you have to offer?

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The IBRCs Product Line

• Strong reputation respected in Indiana for
  almost 80 years
• Known as a source for detailed data, well
  organized and analyzed, easy to access
• STATS Indiana self-service data in depth
• Publications IN Context Indiana Business
  Review
• Commissioned studies
• Training workshops
• No big events of our own

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Pricing Our Stuff

• Much of what we offer is free (serving as
  loss-leaders?)
• Have to consider competition
• Price/Quality relationship? (e.g., bids on
  projects)

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Getting the Word Out on the Cheap

• Cultivate media relationships
• Be responsive to reporters
• Issue frequent releases on new data reports
• Regular newspaper columns can help
• Track media coverage of your unit

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Promotion (contd)

• Build relationships with other organizations
• Take advantage of their lists, newsletters,
  events, etc.
• Participate in their events, volunteer to speak
• Networking!
• Take part in events where the key players will be
• Especially economic-development orgs strategic
  visioning groups

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Promotion (contd)

• Online marketing
• Use your website to gather info from visitors
• If you can customize content, theyll keep coming
  back
• E-mails are a cheap way to reach many
• a good list is crucial