Teachers and administrators are always on the lookout for new and effective teaching materials. Here are some important considerations for developing effective marketing strategies sell successfully to the school market.

Correlate your product to curriculum demands.
Most teachers are required to follow established curriculum guidelines. Send for the curriculums which are published by New York, Illinois, Florida, California and Texas and relate your product to specific goals, objectives and outcomes by grade levels. In addition, many standards have been developed for specific curriculum areas.

Follow the money.
Many supplemental products are purchased with special funds such as Title 1, or special programs such as multicultural education. Show how your product helps meet these funding objectives so that purchases can be funded from these special programs.

Teachers need help.
A quality teacher’s guide is a necessity. Because of the great demands made upon teacher’s time, providing lesson plans, student handouts, bibliographies, and other teaching ideas will enhance your product acceptance in the market. Be sure to emphasize the quality of your teacher’s materials in promotion and ad-vertising.

Include all types of students and family situations.
The student population is diverse and represents a microcosm of our society. Teachers and administrators need materials that appeal to all ethnic groups, all economic stratas, and all family situations. Throughout your products and promotional materials, be sensitive to these requirements.

Reviews and endorsements help sales.
Word of mouth is the most powerful selling technique and the educational market is a close knit community. Put together an advisory board of well-known educators in the curriculums where you publish and use their names on product and promotion. Submit your products for review in educational magazines and newspapers. Get endorsements from educational organizations.

Multi-channel marketing works.
Use every channel to sell your products: direct mail, catalogs, advertising, card decks, sales reps and distributors, publicity, exhibits and conferences, telemarketing. The mix will change depending upon your market niche and price points but all channels represent potential sales vehicles.

Treat educators like consumers.
Like everyone else, educators want to believe they are getting something at a competitive price. They respond to special offers, discounts, and premiums. Price your products so you can offer special savings to potential buyers.

School buying cycles drive sales.
The educational market has specific cycles which drive purchasing decision-making. Products are evaluated during the school year for purchase in the summer months for use in the following school year. Publish your new products in August-October to take advantage of this cycle.

Target your market carefully.
The educational market is large and the number of people who participate in the buying decision are numerous, and growing with the implementation of site-based management. Use the extensive demographics available to narrow your promotional efforts to the schools which have the most likely need and resources to purchase your products. Contact this target universe frequently.

Develop your own sophisticated customer and prospect file.
As you implement your marketing strategies, developing and maintaining a database of customers and prospects will enhance your future sales potential. Keep track of average dollar orders, approval to sales ratios, customer names and teaching functions, source of inquiries and orders, funding, etc. Don’t fulfill purchase orders until you know the name of the teacher placing the order.

ABOUT THE AUTHOR
This article was written by Carol Ann Waugh, President of Xcellent Marketing, a marketing and new business development firm specializing in the educational and library market. Xcellent Marketing offers a variety of marketing services to help publishers increase their revenues and profits from identifying new markets, providing critiques of web sites and marketing communications such as direct mail, catalogs, advertisements, etc. as well as developing effective traditional as well as Internet-based marketing plans. Carol can be reached at (303) 388-5215 or at cwaugh@xcellentmarketing.com.