Marketing Clinic
Simerly, Robert S.
1991-02-01 00:00:00
MARKETING CLINIC Question 3. Third, try using previous obtained for advertising a there is room. For example, attendees on planning committees particular program. experiment with placing ads for Each year we serve a wide to plan upcoming programs. executive development programs variety of people with our Not only will they usually be on the sports page, the entertain- Question programs. How can we best willing to assist in identifying ment page, or in the lifestyle capitalize on previous potential attendees, often they section. Track each of these We would like to try a few attendees? will share highly targeted mailing experiments to analyze the return experimental ways of lists that would be difficult to advertising our programs on investment. obtain in other ways. Answer just to see if some of these Always reserve a portion experiments are effective. of your marketing budget for Try some or all of these sugges- 4. Mail several copies of a brochure experimenting with new, Do you have any to past attendees in a separate tions that have been used by innovative approaches to suggestions? envelope with a cover letter direct mail marketers of lifelong advertising. Some of these asking them to circulate the learning programs. experiments will be successful in Answer flyers to colleagues who might increasing registrations. Some will Try advertising executive 1. Try mailing announcements be interested in an upcoming not. However, through this kind development and personal of upcoming programs to past program. This works particularly of experience and the tracking of enrichment programs in the attendees and enclosing a form well if the upcoming program results, you will be able to keep garage sale section of the asking them to send you the is a repeat of one for which your organization on the cutting newspaper. Many marketers of names and addresses of previous attendees registered. edge of marketing.A continuing education programs colleagues who should receive report great success with this 5. Make selected phone calls to your advertising. If they liked strategy. Buy space the size of the previous attendees and ask for your program and believe col- average garage sale advertisement. the names and addresses of leagues would benefit from it, -by Robert S. Simerly Like all other ads, design it to professional associations to they are often willing to do this. Dean of the Division of generate inquiries, not to provide which they belong. Often you Continuing Studies and complete information. 2, Ask permission of previous attm will find that previous attendees professor of adult use testimonials in future belong to local and statewide dees to Consider paying a premium for advertising. This can help create education at the University organizations that are not already ads placed on a specific page of powerful advertising copy. on mailing lists you have the newspaper rather than wherever of Nebraska-Lincoln. Writing Proceu, conlinued from p. 28 place of a mother who died in But the refusal to acknowledge experience. I tell my students at little more deeply when I sense childbirth. The harsh realities of meaning can be an act of intell- the begmning of the term that the that a student is holding back the Depression had deprived them gence too. To generalize from a only good writing is authentic from writing the kind of essay of opportunities that could have series of slights that society writing, and that I’m going to whose truth will be enlightening made them very different people. mistreats people who have black to writer as well as to reader.A expect them to grapple seriously Like Emma they, too, had sur- skin is to attach meaning to and personally with the topics vived, and, like Emma, they were experience. But for a young they choose for essays. But when teenager living sixty years ago, often reluctant or unable to I make writing assignments now, I remember these times. But who the refusal to see meaning in this remind them that we all have would want to? type of experience was an act of areas of our lives that we would self-preservation. My students were undertaking just as soon not think about. By -by MargaretJ. Ebrbart a time-honored writing assign- As instructors of adults, we steering them towards projects Associate professor of ment. Seeing the meaning in need to exploit the richness of that are meaningful, but not English at Fairhigh experience is a foundation of our students’ life experience. But unduly personal, I fmd that I can, Dickimon University learning, an index of intelligence. we also need to respect that with good conscience, probe a February 1991 A 29
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MARKETING CLINIC Question 3. Third, try using previous obtained for advertising a there is room. For example, attendees on planning committees particular program. experiment with placing ads for Each year we serve a wide to plan upcoming programs. executive development programs variety of people with our Not only will they usually be on the sports page, the entertain- Question programs. How can we best willing to assist in identifying ment page, or in the lifestyle capitalize on previous potential attendees, often they section. Track each of these We would like to try a few attendees? will share highly targeted mailing experiments to analyze the return experimental ways of lists that would be difficult to advertising our programs on investment. obtain in other ways. Answer just to see if some of these Always reserve a portion experiments are effective. of your marketing budget for Try some or all of these sugges- 4. Mail several copies of a brochure experimenting with new, Do you have any to past attendees in a separate tions that have been used by innovative approaches to suggestions? envelope with a cover letter direct mail marketers of lifelong advertising. Some of these asking them to circulate the learning programs. experiments will be successful in Answer flyers to colleagues who might increasing registrations. Some will Try advertising executive 1. Try mailing announcements be interested in an upcoming not. However, through this kind development and personal of upcoming programs to past program. This works particularly of experience and the tracking of enrichment programs in the attendees and enclosing a form well if the upcoming program results, you will be able to keep garage sale section of the asking them to send you the is a repeat of one for which your organization on the cutting newspaper. Many marketers of names and addresses of previous attendees registered. edge of marketing.A continuing education programs colleagues who should receive report great success with this 5. Make selected phone calls to your advertising. If they liked strategy. Buy space the size of the previous attendees and ask for your program and believe col- average garage sale advertisement. the names and addresses of leagues would benefit from it, -by Robert S. Simerly Like all other ads, design it to professional associations to they are often willing to do this. Dean of the Division of generate inquiries, not to provide which they belong. Often you Continuing Studies and complete information. 2, Ask permission of previous attm will find that previous attendees professor of adult use testimonials in future belong to local and statewide dees to Consider paying a premium for advertising. This can help create education at the University organizations that are not already ads placed on a specific page of powerful advertising copy. on mailing lists you have the newspaper rather than wherever of Nebraska-Lincoln. Writing Proceu, conlinued from p. 28 place of a mother who died in But the refusal to acknowledge experience. I tell my students at little more deeply when I sense childbirth. The harsh realities of meaning can be an act of intell- the begmning of the term that the that a student is holding back the Depression had deprived them gence too. To generalize from a only good writing is authentic from writing the kind of essay of opportunities that could have series of slights that society writing, and that I’m going to whose truth will be enlightening made them very different people. mistreats people who have black to writer as well as to reader.A expect them to grapple seriously Like Emma they, too, had sur- skin is to attach meaning to and personally with the topics vived, and, like Emma, they were experience. But for a young they choose for essays. But when teenager living sixty years ago, often reluctant or unable to I make writing assignments now, I remember these times. But who the refusal to see meaning in this remind them that we all have would want to? type of experience was an act of areas of our lives that we would self-preservation. My students were undertaking just as soon not think about. By -by MargaretJ. Ebrbart a time-honored writing assign- As instructors of adults, we steering them towards projects Associate professor of ment. Seeing the meaning in need to exploit the richness of that are meaningful, but not English at Fairhigh experience is a foundation of our students’ life experience. But unduly personal, I fmd that I can, Dickimon University learning, an index of intelligence. we also need to respect that with good conscience, probe a February 1991 A 29
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