All businesses are different, and the nuances of how they need to succeed will be different. But there are definitive foundational elements to building, maintaining, and running a top-flight company whose marketplace is K-12 education.
Keeping to the fundamentals is key. Start with a strong business plan. Always consider the path to market. Sell, sell, and then sell some more. Keep as lean as you can without hurting your operation, and in particular, your customer. Have great customer service and customer care. Understand cost structures. Recognize opportunities, and come to terms with barriers as they present themselves. Marketing and selling to K-12 isn’t easy, so go to school on the K-12 marketplace: know how difficult it is to navigate, and know what you need to do to have your voice stand out amongst the din of other voices.
Easy enough, right? Beyond these blue-sky fundamentals, what follows is a list of what’s important to successfully do business in K-12. Or in any marketplace, for that matter. If you’re interested in more in-depth information, you’ll find it in The K-12 Marketing Toolkit, a 13-page PDF that’s available for free download. Or Direct Marketing to K-12 Education, a free 16-pager.
If it’s broke, fix it.
In my opinion, there’s nothing worse or more damaging to a business than repeating tired, vague tactics that don’t yield results. There’s a saying that they teach people learning fire safety: stop, drop, and roll. I’ll reapply the saying to further my point. Stop doing what isn’t working. Drop it like a bad habit. Roll out something different. And quickly. Make status quo thinking a four-letter word.
Make something, sell something.
It’s a simple statement, but a vitally important one. Product-driven companies focus on the “make-something” side, on occasion at the exclusion of the “sell-something” part of the business. Other companies will shortcut product development to speed a product to market. Not too good. Bake your marketing and selling into your company, just as you do for product development.
Master your channels.
Single one-offs aren’t going to get you very far, or create the groundswell you need to build awareness or sell. Coordinate your efforts so they become bigger and more impactful. Just doing more doesn’t mean success. Doing more of the right stuff means success.
By the same token, your marketing should be a long, slow march. If you pay attention to your marketing efforts only on leap years, you’re going to find your business having some serious performance issues.
Time it right.
This is vitally important. Timing is everything when marketing products or services to K-12. Unless you’re tapping discretionary teacher spending, then you’re tapping school budget. And like immutable laws of physics, rules definitely apply for decision-making and spending. And even the most aggressive offer in the universe won’t change those cycles one bit.