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Jan. 2001 | Volume 1 , Issue 1
Hawthorne Media
www.hawthornemedia.com
(978) 745-4878

IN THIS ISSUE:

1. Industry Insights
2. Marketing Tips

Industry Insights: The E-word for 2001

Last year, the focus on was on e-commerce, e-learning, e-everything. But this year the buzz is all about a "new" e word-- economy. That's right--the economy is the challenge for 2001. Marketing your training and learning products and services will require you to be faster, smarter, and better than ever before.

Competition remains fierce, but investment dollars are evaporating and customers are becoming more cautious. That's why we've written this newsletter-to help you market your products and services more effectively in the coming year.

Each month we'll send you tips we've learned from our 15 years of marketing and promoting training/learning products and services. If you don't want to receive the information, just reply to our email and type "unsubscribe" in the subject line.


Christine Sullivan
President,
Hawthorne Media
(978) 745-4878
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Hawthorne Media has provided marketing and public relations services to companies in the training, learning and knowledge management industries for more than a decade. Find out how we can help your company by calling (978) 745-4878, emailing chris@hawthornemedia.com or visiting our web site at www.hawthornemedia.com
Feature Article
Marketing Tips
  1. Know and target your audience. Training Directors, although the most obvious, are not the only purchasers of training materials. CFO's, CIO's and all sorts of other "C" level executives also buy training. More complex or expensive products must be marketed to higher levels of an organization.
  2. Don't forget vertical publications. Executives read publications that relate to their particular industries, and these are easier to get into than the Wall Street Journal or Fast Company. Smarter marketing and PR aimed at lead generation starts with key verticals.
  3. The success of a direct mail campaign is comprised of 40% list selection, 40% the offer, and 20% copy and design. Bad copy and design can derail a mailing -- but a poor list or offer can kill one.
  4. Subscription lists are more responsive than compiled lists (lists created by calling companies to get names). For best results, focus on subscription lists.
  5. Marketing, advertising and PR are three legs of a stool. Successful campaigns integrate all three. If you must cut back on one of these components, make it ads.

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