The Five Pillars of Marketing Success

Does the following give a pretty good picture of your current marketing activity?You have a website but you’re not really satisfied with it. You go to networking events once in awhile. If someone asks you to give a talk, you’re happy to do it. You post on Facebook and/or LinkedIn semi-regularly. When you find the time, you send an article to those on your relatively small email list. You occasionally set up meetings with colleagues to explore opportunities.Now there’s nothing wrong with any of those marketing activities. And usually, they will result in landing some new clients.But this is not the approach that works to get a steady, predictable stream of new clients.Please don’t tune me out here, thinking, “Well, I really can’t do more than this. I’m already stretched thin. If you give me too much to do I’ll get overwhelmed.”I agree. It’s not that you need to do more marketing, it’s that you need to shift your marketing paradigm from one of “Randomness” to one that is “Focused.”Random marketing is just that; it’s all over the place. You do a little bit here and a little bit there on an inconsistent basis. You are trying to keep your face, name, and message in front of your prospective clients but the results are unpredictable.The Random marketing paradigm is not very effective because it doesn’t gain a lot of momentum. You don’t do enough of one marketing activity to grab the attention of your prospective clients and move them to take action.The Focused Marketing Paradigm is very different. It’s based on repeatedly communicating very directly to your target market with a very definite end in mind. It gets the attention of your prospective clients and they ultimately take action.The Focused Marketing Paradigm has Five PillarsUnderstand and implement these five pillars and I promise you’ll see a shift in your marketing results.Pillar One: Focused GoalsA Random goal is saying something like, “I’d like to attract a few more clients to my business.” Not very compelling is it?A Focused goal is much more specific. “My goal is to land 3 new clients in the high-tech plastics business in the Houston area with an average project size of $30,000 each by the end of the year.”The more detail, depth, and specificity about the goal, the better. You’ve really thought through what you want to achieve and also have confidence that you could deliver if you did reach your goal. It’s so real to you that you can taste it.What is the Focused Goal for your marketing?Pillar Two: Focused Program or Service Random programs or services are generalized consulting, coaching or training programs. “I offer management consulting and training to corporations.” Kind of vague, right? But this is what I hear all the time.A Focused Program or Service is more tangible. “I offer the high-tech plastics industry Management Acceleration Programs for emerging leaders in the industry.”In my business, I’ve always offered programs: The Marketing Mastery Program, the Marketing Action Group, and the More Clients Club. And each program has very specific parameters, deliverables, and objectives. It sure makes intangible services easier to market and sell.What is the Focused Program or Service you’re offering?Pillar Three: Focused Target MarketIn the above example, the target was the “high-tech plastics industry.” But it’s more common to hear things like, “I work with large companies who want to increase productivity.” This is too general and it makes it hard for clients to know if you understand them and can help them.A Focused target market is where you are absolutely clear what kinds of people or companies can most benefit from your expertise. And then you articulate that clearly.I worked with a financial planning company last year that targeted middle class families in the Buffalo New York area. Guess who they attracted to their practice? When people read about who they worked with on their website, they said, “That’s Us!” and called them.Who exactly is your Focused Target Market?Pillar Four: Focused Message and Value PropositionA Random message or value proposition tends to be too general and can be hard to pin down. It avoids making a promise that is meaningful to the prospective client.Messages such as, “We offer the best service in the industry,” or “Smart insights into great management,” are meaningless to your prospective clients. The value is not immediately obvious.A Focused message or value proposition zeros in on exactly what your clients get and what it means to them. I admit that this can be the marketing pillar that is hardest to pin down. Ultimately you have to test a number of different things.For the re-launch of the More Clients Club, my current value proposition is: “Everything Self-Employed Professionals Need in One Place to Attract More Clients.” And now, of course, I’m bending over backward to deliver on that promise.And a marketing message or value proposition is much more than a sound bite. Your message must permeate every aspect of your marketing, from your website to the emails you send out. Your prospects need to be constantly reminded of the value you offer.What is your Focused Message or Value Proposition?Pillar Five: Focused Marketing StrategyA Random marketing strategy is much like the collection of marketing activities I outlined at the top of the article. You’re just all over the place, throwing something at the wall, hoping it will stick, with no organized system or plan.A Focused marketing strategy is more like a putting on a theatrical production. You have the script, the actors, rehearsals, and opening night, all executed on a strict timeline.Two examples:For my Marketing Mastery Program, I held a series of introductory teleconferences, invited those interested to apply for the program, interviewed each applicant, and then converted 50% into participants. Over a 6-week period, I filled my business for a full year – four years in a row.A career coach in one of my programs recently filled her practice in three months with a focused campaign of personalized emails designed to get appointments with her ideal clients. Then she converted a large percentage into paying clients.That’s the power of a focused marketing strategy.You need to identify the right marketing strategy for your business, but even more important is the way you organize and implement the strategy.Developing a focused strategy is the most complex and challenging of the Five Pillars. You can’t just put together something haphazardly and hope you get the equivalent of a professional Shakespearian production.What is your Focused Marketing Strategy?If you work to build a focused plan with these five solid pillars, your marketing will work better and faster, attracting more of your ideal clients, usually at a higher rate.I recommend you work on one pillar at a time. Write them out and fine-tune them until you feel confident and excited about them. Yes, you will need to do some research and study to make sure your plan is viable. But this is certainly better than spinning your wheels with a random strategy that is going nowhere.Cheers, Robert

Special Training For Brain Development Of Kids

Many researchers have proven the fact that functioning of brain cells of infants is twice active as adult’s brain. Neurons are the brain cells that connect together and power of neuron have the potential of a PC. Connectivity of neurons decides the smartness or intelligence of individuals. In human, brain development and the learning ability of an individual is 50% in the first four years of age. The nerves of individuals are reduced as they grow up and this is why the 1000 trillion nerves present in an 8 months baby are reduced to 500 trillion as it grows up. A child that has given more opportunities to explore will be much smart.

A majority of children, more than 90% of them use their left brain, but the imperative fact to remember is the right brain must also be utilized. Education system present in almost all the schools is designed to develop or use the left brain. Right brain is never the less significant because it is responsible for creativity, arts, feeling, imagination, visualizing, daydreaming, rhythm, holistic thinking and many others. Hence it is equally important to develop both side of brain. It is also most important to take steps to keep both the brain much active, by keeping them to perform analytically on an equal basis. It is the responsibility of parents to give activities to their children that ensures the involvement of both brain. If both brain used by children it is probable to enhance their learning power and they can also increase their brain power. If brain development programs are offered to children they can make most of the program and develop their skills to give work to both side of brain and remains high in intelligence level. Development of brain in human beings is based on the degree of how much it is used. If it is left unused there are more probabilities for individuals to lose as brain works on the basis of use it or lose it.

To ensure the progressive brain development in children, it is the role of parents to introduce their children with a reputable brain development program. Most of the experts suggest step by step educational program to the children which is systemic and efficient. Nowadays it is very simple to find out a lot of schools which not only gives importance to academic program, but they also boost the creativity of children through their extracurricular activities. It is probable to search internet and get hold of relevant schools that present with a variety of activities to stimulate the brain and encourage the development of children. A total development program to stimulate mental activity of children is also found out in the online sites and parents can try out these activities with their children while they are at home. Getting education from a school that implements total development program is much beneficial. Search for such schools and secure admission to enhance the future of the children and boosts in brain development.

Two Tier Education System For Higher Technical Education in India

IntroductionWith ever increasing use of technology and the internet in India and ever growing demand and need for expanding the coverage of Higher Technical Education there is a wide scope of introducing technology in the way the Higher Technical Education is imparted in India. In today’s environment mostly the methods employed are labor intensive, limited to class room interaction, access to which is not available to students in the event of they missing out the classes due to certain reasons. In addition there are difficulties in explaining and demonstrating the complex subjects involving three dimensional figures/models. More over it is an accepted fact that it is difficult for the students to concentrate on a subject in a typical classroom environment for more than about 20 minutes. The best of students have often been found to be losing concentration after about 20 minutes of classroom teaching which mostly becomes monotonous in traditional class where teacher mostly resorts to one way transmission without initiating interactive discussion. Though interactive sessions offer little improvement but it is not always possible to initiate the interaction till the time the students have developed certain level of understanding of basic concepts and fully understand the prerequisite required for a typical course.BackgroundIn order to improve teaching learning process it is important that we go beyond the boundaries of classroom and fixed timetable limits. The teaching material must be delivered to the student at a time, pace and place which provides best learning environment for him. This may have lot of variation depending on individual students needs. The EDUSAT program launched at the initiative of the government has also not achieved the desired success though large numbers of terminals have been established all over India and best of Professors are delivering lectures in real time environment. The root cause of failure can be attributed to the fact that it is still not getting out of a typical class room environment. Though virtual classrooms have been created but still it is limited to formalities of a classroom.Use of technology in improving the teaching learning process normally termed as Educational Technology – also known variously as e-learning, instructional technology and learning technology – is the use of technology to support the enhancement of learning process. It impacts upon the learning process, e.g. in delivering learning materials, facilitating communication and providing assessment and feedback. This technology can effectively be used to enhance and supplement the classroom teaching wherein the material is once again made available to the student at a time, pace and place that is best suitable for his needs. It will fill in the blanks which he must have drawn while he was in the classroom and could not clarify his concepts due to certain reasons. More ever certain other things like tutorials, tests, assignments etc can also handled effectively on line thereby saving the valuable time of the competent faculty members which can be used for other more useful activities.Course management systems (CMSs), which are online systems, were designed and developed to support classroom learning in academic settings, such as universities and other Educational Institutes. CMSs provide instructors with the ability to perform the following tasks:• Place course materials online. Most CMSs provide pre-programmed buttons for the course syllabus, course schedule, and course materials linked to specific lessons, such as copies of readings and PowerPoint slides from lectures.• Track student progress through assessment features, which enable instructors to give quizzes and tests online, and an online grade book, where instructors can post student grades.• Discussion board, where instructors and students can discuss readings and continue class discussions between formal class sessions.• Other communications tools, which let instructors send announcements to classes and communicate individually with students.• Lock box for students, where students can store class materials in a safe place-either a presentation to give later in class or backing up class assignments in a safe place.• Course statistics, which provide information on the use of the course site, including who used the course site and when.• Examples of CMSs include the commercial products Blackboard and WebCT, and the open source system like Moodle.MotivationWith ever increasing need for automation in the education system and the Government having decided to go for decentralization in Higher Technical Education in a big way there has been mushrooming growth of Engineering Institutions all over India. Good faculty members with thorough understanding of basic through advanced topics are difficult to find. With the current system of the faculty resources being utilized only for the benefit of the students enrolled with the Institute/University employing the concerned faculty, the scarce resources are not being utilized optimally. With the current developments and availability of Information Technology tools it may be possible to share the rich experiences of the distinguished faculty resources of certain key institutions in a typical University by other inexperienced faculty members of the same university engaged in teaching similar or same subjects.The basic idea will be to introduce two tier system in the higher technical education. The first tier will involve a continuous and consistent effort made to train and educate the fresh and inexperienced faculty members by using real time interaction with a group of experienced faculty members located at a center of excellence. This will involve creation of a “Nodal Center of Excellence” for each of the course being offered by the university. Such nodal center will design and develop a course by using the best suitable and simple to operate tools available in course management systems to perfection. This course will compulsorily be subscribed to by all faculty members engaged in teaching same course all throughout the University. They can share the expertise available at the nodal center and also clarify the intricacies of the subjects on a day to day basis as the course advances in the semester.The second tier of the system will involve Individual teachers who are already subscribed to the first tier discussed above. Such teachers will run their own course management systems for the benefit of the students attending their lectures.In this manner all the center of excellence established everywhere can be shared by all the institutes affiliated to the university and also the university campus colleges. This will result in:-• Uniformity in the coverage of the syllabus and its standardization.• Discovering the shortcoming of the syllabus and a common platform for discussing the same for future revision.• Clarification of the basic through advanced concepts through the chatting/tools offered by concerned selected service of the CMS.• Standardization and sharing of the grading and assessment of the students without significant variation form teacher to teacher.• Moderation of the grading centrally.• Readily available standardized course material which can be developed by networking of teachers sharing same subject in the university but at different institutions.• Standardization of reference books and the topics to be covered.• Standardization of the depth of individual topics to be covered for each subject.• Typical standardization of question bank.• Development of reference standard study material at the center of excellence which can be shared by all other institutions.• Automation of tutorial submission, FAQ answers, question paper generation, and response to earlier similar question asked.• Provision of authenticated links to related and useful material for further higher study for research.The System can be Implemented in these steps:Conceive, design and develop a two tier education system based on nodal concept of center of excellence in Engineering Education (Higher technical education) typical to Indian Universities by selecting the best suitable tools offered by Course Management Systems (CMS) available and demonstrate the viability of the concept.(1) Step one:(a) Identify the essential and desirable features which should be offered by the nodal center of excellence, in typical Indian University environment, to make it effective in sharing and updating its resources.(b) Carry out comparative study of the available course management systems world wide and selecting the best suitable system for this purpose.(2) Step Two: Developing a comprehensive module in selected course which should preferably support following features:-(a) Learning Tools• Book marking• Student Area• Library and Information Access• Annotation• Glossary• Course Index/Search Engine• Learning Exemplars/Guidance• Access to Grades• Student Guide• Self-Assessment Exercises• Study Skill Building• Student Web Pages(b) Collaboration Tools• Discussion Options• File Sharing• Work Group Areas(c)Faculty Tools• Course Planning, Design, Templates• Automated Glossary• Automated Course TOC/Index/Search Engine• File Management• Instructor Guide/Course Exemplars• Web Search Tools• Multimedia Capability(d)Course Management• Course Pages• Student Management• Automatic student assignment reminders (currently none of the CMS offer this currently)• Course Archive/Backup/Replication• Course Revision• Online Help/FAQs• Administration Tools• Automated Registration• Security• Student Transcript(3) Step Three: Implementing the nodal concept of center of excellence in real time and initiate the process for demonstration purposes.Milestones completedNodal concept has widely been applied in service, telecommunication and repair & maintenance industry wherein certain nodal centers are created with all the facilities and expertise available at easily accessible place which can be accessed by the prospective customers. In telecommunications wherein certain communication nodes are created and users can hook on to these nodes for getting the desired services. In education system the concept has widely been applied in various admission management systems and placement services.The concept of creating the Nodal center of excellence has been experimented in India by EDUSAT which is based on real time lectures in virtual classroom environment. However it has not invoked much enthusiasm. The root cause for this can be attributed to the fact that the lecture tends to be monologue and is not at a place, pace and time as may be required by the perspective learner. More over it lacks personal contact between the teacher and the students. The proposed two tier system of education involving nodal concept is intended to supplement the classroom teaching. It will be designed to optimize the contact time between the teacher and students in a way that the most important tings are attended to during the contact period and things of lesser importance can be attended to by the course management system like tutorials, class tests, assignments etc.This concept can be related to the service industry where in a nodal point, which can be termed as centre of excellence, is established which caters to the training needs of service engineers who are placed all over the operational areas. These service engineers in turn provide service to the customers. In case they find they are not able to address the problem they consult the nodal point for further advice. Almost same concept is applied in case of maintenance support provided by most of the companies for maintenance cover provided to their customers.The defense forces are known to have been using multi tier system for their training, maintenance and repair needs, though their system is not automated but the nodal concept is well established. In the proposed system we intend to use the two tier system with automation by using Course Management Systems.