The most cost effective way of selling to teachers I have found

31/05/2008 by Tony Attwood.

Imagine a way of selling to teachers which is low in cost but gets sensational results.

(OK you’ve seen all these crazy promises about wonderful methods of marketing before - but stay with me here. In the 30 years I have been doing direct marketing into schools I haven’t made a claim like this before, so please give me a moment before you decide I’ve joined the crazy gang.)

What I am talking about is the sort of approach that might cost (say) 12p to reach a teacher and brings in a response rate of 2.5% on a product that sells for £20.

Or the approach which, when asking teachers to complete a research questionnaire brings in response rate of 8%, without even having to offer the teachers a reward for filling in the form.

Or consider a business in which you sell a major product that is comparatively expensive. You’ve tried direct mail, shows, telemarketing, everything, and nothing much works. So then you try this new approach. You spend say £400 on this new method and suddenly up pops some really serious enquiries.

At this moment you might start to take notice, on the basis that even though it might well be rubbish it is still worth a look, just in case.

Of course I would not in any way want to say that this new approach is going to replace the established media of shared and solo mail, nor the growing area of email advertising. But it represents a real alternative, and one that is delivering results for almost everyone who has used it thus far.

We’ve been running this new approach for around 18 months, experimenting by selling our own products and working with a limited number of companies who have been using the system to advertise products and services, and to undertake incredibly valuable research.

The new approach is a series of Targeted Newsgroups aimed at teachers under the brand name Education Management News. These services are the most cost effective form of advertising to teachers I have ever found.

Here’s a quick rundown of how the whole thing works…

The message and the medium: We email the subscribers of each news service a small number of news items and adverts each week.

The adverts: We can either run your advert as an advertorial news item or we can run it alongside the news as a straight advertisement.

The response rate: Because teachers opt-in to the service, and find the news (which is always specific to their interests) of great value, response rates are high. The response rate is not guaranteed of course, but we are finding that this service is generating exceptional response rates for many clients. If you were to have an advertisement that failed we would certainly work with you to find what has gone wrong, and how we can put it right – but we can’t guarantee that every offer will always work.

Reaching specific teachers: Just tell us who you want to reach – whether it is the headteacher in primary schools, the head of PSHE in secondary schools, bursars and administrators… Whoever it is we can arrange it.

Teacher numbers: The total varies depending on the subject. Recently launched editions of EMN might have 300 teachers subscribing, while those that have been running longer will have up to 2000. You are only charged for the number of subscribers you reach. Although you don’t reach all schools the response rate can be higher than some approaches where you reach everyone.

Pictures and graphics: The inclusion of pictures (even a logo) will reduce the number of schools that allow the piece through their firewall, so we don’t allow them. The same is true of attachments. However you should include a link to your web site and email address, as well as your postal address and phone number.

Free help on writing your advert to get the maximum response rate? That’s always part of the HHM offer, and indeed if you wish to run an advertorial the style must fit with our general approach. Please do call to talk this through.

Examples of news items: Go to www.schools.co.uk and scroll down the central column to the heading Read the latest Education News. You can then choose from a selection of our lists – but please note, not all editions of EMN are covered in this selection.

The research option: More details of a research programme are given at www.hamilton-house.com/gateways/Research.html

I want to go ahead – what now? Call 01536 399 000 or alternatively email me with details of who you want to reach and the advert or advertorial you wish to place.

Tony Attwood, Hamilton House Mailings plc

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