MARKETING EXTENSION Fundamentals for Advisory Leaders OBJECTIVES • Learn six principles of marketing • Identify two key customers of the Advisory Council • Discuss value perceptions PRINCIPLE #1 Your customers aren’t listening to you. • Helps to target highest priority customers. • Helps to learn what interests them. • Helps to align their needs with your programs. PRINCIPLE #2 Everybody else is shouting at your customers, too. • Consider who else is also competing with extension for the customer’s attention. • Helps to have well prepared communication points. • Helps to use creative strategies. PRINCIPLE #3 You can’t be successful without the rest of your organization. • All faculty, staff, and volunteers need to agree on the common communication points. • Advisory leaders have to champion the customer’s viewpoint. PRINCIPLE #4 The more you give, the more you get. • Always thank and applaud their efforts regardless of how they have treated you. • Use the product as the message as in a “Horn of Plenty” event. PRINCIPLE #5 Being good is not enough – you have to be better. • Past accomplishments mean nothing. • Doing the right things is more important than doing everything we have always done. PRINCIPLE #6 Everything is marketing. • Successful programs. • Economic development. • Volunteers. • Image of all associated with Extension. • Policies and practices. YOUR ROLE • Listen for and speak about the customer’s needs. • Identify image busters. • Identify what is most valued about extension. • Advise on marketing plan and strategies.
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