Strategic Marketing and Sales for K-12 Publishers
Human creativity is a beautiful thing. Here is a terrific example of marketing that doesn’t feel like marketing. Enjoy.
This Is Where We Live from 4th Estate on Vimeo.
Posted in: Educational Publishing | Comments(0)
I don’t usually read or review textbooks, but this title authored by Tim Frick of Mightybytes is an exception. Why? This is a book written by an active practitioner who also happens to teach at Columbia College in Chicago. So it is a book for anyone tasked with managing an interactive media project for a company. Since most companies have at least one interactive media project on deck, then this is a book that deserves wide readership.
One of the foundation skills to running any kind of a successful business is the ability to manage everyone’s expectations - internally and externally with clients and vendors. An extraordinary number of missteps in project execution have their foundation in this issue - who’s on first? what is the task? why are we doing this?when is the deadline? how much will be done by that time? Read the rest of this entry »
Posted in: Book Reviews | Comments(1)
Many companies cling to old marketing because they don’t understand that a seismic shift in communication has occurred. As is often the case, some are afraid of new things they don’t understand. The futility of doing things the same way they’ve always been done in a mix of direct mail, advertising, and telemarketing with diminishing results is the focus of this clever video courtesy of HubSpot on Inbound Marketing. Enjoy.
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There is always palpaple energy in the room when educational technology folks come together. Many in the industry began their careers in the classroom and their missionary zeal for kids and education is still very much intact. Somewhere between the gloomy view of the investment community looking at the current educational marketplace as a “set of distressed assets” and the developer’s Pollyanna enthusiasm for new technology lies the truth of where we currently sit. As the investors, developers, and marketers mixed and talked throughout the day at the SIIA Forum, it was clear that most were putting the best face on current economic realities. Read the rest of this entry »
Posted in: Educational Publishing | Comments(1)
At today’s SIIA Ed Tech Business forum, there seems to be agreement among leading investors that quality companies will continue to find buyers despite the challenging market. It’s not business as usual, so companies need to accept that cuts will be made in their marketing and operational areas.
However, companies that focus on their core strengths and strongly communicate those strengths to their customers will continue to thrive and stand out from their competitors. But the viewfinder must absolutely put the customer’s experience front and center. Help them be successful. They should understand the core benefits of your products and solutions. Understand the customer needs on a micro level so that they can fully appreciate the value of your solution.
Sales drivers have not changed. Teachers and schools need tools to help them create meaningful learning experiences. What has changed is the level of scrutiny that will be given to all expenditures. Schools and districts are looking for maximum ROI. This includes improved student achievement
Boiling down the collective wisdom from the morning panels:
For more -read Back to Basics here.
Posted in: Educational Publishing | Comments(1)
