I recently conducted some training around the difference between "home school" and "home schooler" in order to help educate the client so they could better target the customer they wanted to reach.
If you have a desire to penetrate the home school market, it is imperative you understand this difference.
Why?
1) Your return on investment will jump because you are targeting the overall crowd that more closely aligns with your worldview
2) Your message, your story, will better resonate with the crowd you truly intend to serve because you are targeting the right crowd
3) Your advertising (search, display, and banner) will be displayed in the appropriate places, at the appropriate times, and will allow you to forgo other advertising opportunities that appear beneficial but are actually a waste of dollars
4) Your time and energy will be spent attracting those customers who want to hear from you, and are willing to listen to what you have to say
"Home school" or "Home schooler"? Do you know the difference? If you do it could dramatically impact your marketing strategy.
Showing posts with label eclectic. Show all posts
Showing posts with label eclectic. Show all posts
Tuesday, November 19, 2013
Thursday, November 14, 2013
The Diversity of Home
In my previous post I answered the question as to why home schoolers are not listening to you. Today I want to discuss the diversity of who you are trying to talk to.
So, you have developed a product, or an online course offering and you want to target home schoolers (at least that is what you believe). The real question though is whose worldview best aligns with what you have to offer: home schoolers, unschoolers, eclectic, secular, Christian, traditional, school-at-home, etc.? And, keep in mind we have not even tapped into methodology: Charlotte Mason, Classical (Trivium, Quadrivium), Montessori, Unit Study, Waldorf, and many more.
Oh wait I almost forgot. We must also explore their reasons for choosing to educate at home.
* Provide a better education for my children
* Religious/moral reasons
* Concerned about issues at public/private schools
* Socialization issues
* Medical reasons
* Family issues
* and many more
Too many companies, organizations, and schools view home schoolers through one lens and they fail to recognize the mosaic of families who have chosen to educate their children at home. In order to build relationships with these families, you must first begin to understand them, and their reasons for choosing this option.
Yes, there are over 2.3 million families educating their children at home and that does equate to a billion dollar industry annually. However, it doesn't mean you should or even could serve all of them. Instead, let's find your niche within this market and craft your message to reach those who align with you. Serve them well and they will share you with others and help you grow.
Remember, home school is a market. Within that market lies communities of families who want to hear what you have to say.
So, you have developed a product, or an online course offering and you want to target home schoolers (at least that is what you believe). The real question though is whose worldview best aligns with what you have to offer: home schoolers, unschoolers, eclectic, secular, Christian, traditional, school-at-home, etc.? And, keep in mind we have not even tapped into methodology: Charlotte Mason, Classical (Trivium, Quadrivium), Montessori, Unit Study, Waldorf, and many more.
Oh wait I almost forgot. We must also explore their reasons for choosing to educate at home.
* Provide a better education for my children
* Religious/moral reasons
* Concerned about issues at public/private schools
* Socialization issues
* Medical reasons
* Family issues
* and many more
Too many companies, organizations, and schools view home schoolers through one lens and they fail to recognize the mosaic of families who have chosen to educate their children at home. In order to build relationships with these families, you must first begin to understand them, and their reasons for choosing this option.
Yes, there are over 2.3 million families educating their children at home and that does equate to a billion dollar industry annually. However, it doesn't mean you should or even could serve all of them. Instead, let's find your niche within this market and craft your message to reach those who align with you. Serve them well and they will share you with others and help you grow.
Remember, home school is a market. Within that market lies communities of families who want to hear what you have to say.
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