How Tech Can Gain Market Share with the Teacher of Tomorrow

During my time in field sales, I wanted to obtain the business of Dental Schools and Hospitals. After obtaining meetings and making presentations to prominent Dentists, I was informed that they could not buy from me. After handling objections, showing how my offerings were better than the competition; I got to the heart of the matter. The decision makers explained to me that they were under contract with large manufacturers and distributors.

In fact, these competitors were offering deep discounts to dental schools so their students would get comfortable using their products. When these students would become licensed Dentists, they would use the products they trained on instead of the competitors. These competitors build life-long customer loyalty.

When I called on certain Dentists in their offices, they said they liked a particular company’s product. I asked them why they liked the product and would they consider switching for something comparable with faster service. The Dentists said no saying that they learned on particular equipment in Dental School and it was the only thing they felt comfortable using.

Image via http://www.matthewsonmarketing.com/wp-content/uploads/2012/11/chap-1-fig-2-geoffrey-moore-tech-adopt-curve1.png?w=580

Geoffrey Moore discusses the Technology life cycle in Crossing the Chasm.

Dental manufactures and large distributors used pricing to target the Innovators/Early adopters/which in this case was the dental students and hospitals. To increase market share, they offered discounted pricing in exchange for purchase and long service contracts. These manufacturers and distributors succeeded in targeting dental students right before they would become customers; earning them years of customer loyalty.

How this applies to EdTech & E-Learning

This strategy can be applied to the EdTech/E-Learning market because there are many companies that serve this space but only a few companies that dominate the market. The opportunity to target Innovators/Early adopters like I described above presents itself as the United States Department of Education is asking for Education Technology to be embedded into K-12 teacher preparation programs.

 

image via http://elearninginfographics.com/wp-content/uploads/21st_century_classroom.jpg

EdTech/E-Learning companies have the chance to improve the Teaching profession and generate life-long customer loyalty. This opportunity can be seized by offering discounted pricing and free trials to Innovators/Early Adopters which in this case are the teacher preparation programs.

Here is how this marketing program could be executed on the Technology Life cycle curve.

Innovators Teacher Preparation programs

Offer teacher preparation programs discounted pricing and free trials to try the product.

Have pre-service Teachers/Admins get comfortable using the product

Early Adopters Rookie Teachers/Admins

Offer them free trials and a lower discount.

Early/Late Majority Seasoned Teachers/Admins

Offer Trials and discounts to targeted staff and Administrators, Lead Teachers and Instructional Coaches.

Laggards Senior Staff Members

Continue to innovate the product and messaging to show how the product is being used.

Obtain Testimonials from satisfied Teachers and Administrators.

Show how the product exceeds competitors.

This is how EdTech/E-Learning companies can improve the Teaching profession and generate life-long customer loyalty.

What EdTech/E-Learning product do you want to try?

Comment and share below.

About the Author

Dan is passionate about using Marketing to help businesses drive sales. Certified in Inbound Marketing, Dan has worked on various marketing assignments including: Start Ups, a Political Campaign & a Digital Marketing Conference.

Prior to serving as a Classroom teacher, Dan served customers as an Outside Sales & Marketing Rep in NYC. In this role, he taught & trained Dentists on the company’s products & services using a consultative selling approach combined with direct marketing. He also supported the company’s marketing efforts at industry trade shows.

He writes & publishes a business blog on the topics of Sales, Marketing & Social Media entitled Sales, Marketing & Social Media Today; which has grown to over 17,000 followers on LinkedIn & over 13,000 on WordPress.

Dan’s articles & insights on Sales, Marketing & Social Media have been featured, mentioned & referenced in major Business Publications such as:

The Arizona Republic

http://yourbusiness.azcentral.com/handle-top-10-sme-sales-objections-24845.html

Twitter Ads Blog

https://blog.twitter.com/2014/how-smartphone-users-engage-on-twitter-three-key-findings

Yahoo! Finance Blog

https://es.finance.yahoo.com/blogs/fintechnologiayredeses/cueva-arma-secreta-obama-110427857.html

Paper.li’s Wall Of Fame via Scoop.it

http://www.scoop.it/t/all-things-paper-li/?tag=Dan+Galante

Dan has been honored for his Social Profiles & Content

•Recognized by Klout for having a Score putting him in the Top 10 % of Social Media Users

•LinkedIn Social Selling Index Score in the Top 1%

•Honored by SlideShare for being in the top 5% of profiles viewed in 2014

•Honored by LinkedIn in 2012 for being in the top 1% of profiles viewed out of 200 million members

Dan is seeking a full-time marketing role in Direct, Inbound, Digital, Content & Social Media Marketing. He is willing to be a CMO to create and build out the Marketing function of your organization if it does not exist. Contact him to set up interviews. dan@dangalante.com

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How Turkey’s President is using Marketing & Tech to Stop a Coup

image via http://www.telegraph.co.uk/content/dam/news/2016/07/15/103392330TurkishsoldiersbridgeNEWS-large_trans++eo_i_u9APj8RuoebjoAHt0k9u7HhRJvuo-ZLenGRumA.jpg

The military in Turkey is attempting to overthrow the Government in a coup. Bridges and roads are blocked. Also, the military has taken over state TV.

However, the President of Turkey has been able to keep the military at bay by doing the following:

1. Using FaceTime a popular messaging service provided by Apple on the iPhone, iPad and other Apple Computers

Image via http://a3.mzstatic.com/us/r30/Purple4/v4/3a/7c/e5/3a7ce5a9-3e6e-e735-0299-150923793646/icon256.png

2. Directly appealing to his people using positioning which is one of the 7 principles of Marketing

News broke of the attempted coup just after the closing bell of the NYSE.

The President of Turkey was able to use FaceTime to reach CNN International. Using FaceTime, the President of Turkey made a public appeal to the people of Turkey.

Drawing on his popularity, he used positioning to appeal and persuade Turkish citizens to go into the streets confront the military and put their lives at risk in the name of Democracy. Citizens are confronting a military that is using tanks and military jets.

Image via https://fortunedotcom.files.wordpress.com/2016/07/gettyimages-5765153821.jpg?w=840&h=485&crop=1

The President’s ability to get people to fight for their country like this is a clear display of how powerful the tools of marketing and technology can be.

Currently, the military are shooting protesters attempting to the cross the bridge in Istanbul.

This is an ongoing story.

Do you think the President’s use of Marketing and Technology will be enough to stop the coup? Comment below.

Source Bloomberg News

4 Industries being Disrupted by Tech

 

4 Industries Being Disrupted by Tech

image via http://visual.ly/mckinsey-global-institute-12-disruptive-technologies

Tech is disrupting industry in many ways. Below are four examples.

1. Ecommerce & Retail

Dominos uses Twitter, Smartphones Smart watches & other Digital Technology to drive Sales.

Dominos uses Twitter & other technology platforms such as Smart Watches Text messaging, Smart TV, Car & Voice to help drive sales.

How Amazon is Disrupting the In Home Product Restocking Market

In 2015, Amazon launched a Dash Replacement Service. The service offered with home appliances with built in connected API’s with the option of reordering dish soap and detergent. Since early 2015 brands such as Brother International, General Electric, Gmate have partnered with the online retailer. Even Samsung has partnered up with Amazon to allow its printer customers to reorder directly from the connected printer API on certain models.

In its latest move, Amazon has…

2. Marketing & Advertising

How Marketing is Being Disrupted by Tech

The goal of marketing is to help drive products sales. However, we can not blindly follow the model of marketing & advertising of the 1960’s. Today, consumers have more access to more information than ever before. As a result, Marketers and brands do not control the conversation like they once did. Hitting consumers with ads through television and print and even online does not have the power that they once did. Consumers are being bombarded with messages like never before. As a result…

3. Media & Television

Will Alternative Content Creation Disrupt big TV & Cable Networks?

Netflix signed a deal with actor Adam Sandler to create, produce and distribute several movies exclusively to their customers. These movies will not go to the big screen.

Has Netflix set a trend for alternative content providers such as YouTube and Hulu? Will content production versus content delivery be the answer for alternative providers to combat the monopoly of the large television networks/cable?

Did Mobile Kill the TV Star?

Everyone remembers the popular song Video Killed the Radio star, which was a song about how the technology of television made radio and the radio star obsolete. As mobile devices and social media have become more prevalent worldwide; access to video content via video search engines/sharing services such as YouTube, Hulu and Netflix have disrupted how content is accessed. Prior to this shift, television/cable networks have controlled how video content was shared and distributed. Today the alternative content sharing methods I described above, have changed the format of television. As more and more advertising dollars are being shifted to mobile from television, the way television is run has to change.

Back to my original question, will Television suffer the same fate as Radio?

4. Education & Education Technology

How Tech is Disrupting Education

The field of education is changing at a rapid rate. We can see these changes at all levels, especially at the K-12 space. Instructional shifts, Common Core standards and instructional technology are disrupting the way education is provided to students. SMART boards are used in a majority of classrooms which allows Teachers to make lessons interactive for students. The Teacher centered model is being replaced with the Student centered model. Students of today need constant stimulation, especially with technology. Traditional teaching methods and hardcover books do not stimulate the learners of today.

The Teacher of today is….

Clearly disruption & innovation is endless. Which industry do you think will be disrupted next? Comment below.

About the Author

Dan is passionate about using Marketing to help businesses drive sales. Hubspot Certified in Inbound Marketing, Dan has worked on various marketing assignments including a Start Up, Political Campaign & a Digital Marketing Conference.

Prior to teaching, Dan served customers as an Outside Sales & Marketing Rep in NYC. In this role, he taught & trained Dentists on the company’s products & services using a consultative selling approach combined with direct marketing. He also supported the company’s marketing efforts at industry trade shows.

He writes & publishes a business blog on the topics of Sales, Marketing & Social Media entitled Sales, Marketing & Social Media Today; which has grown to over 13,000 followers on LinkedIn & over 8,000 on WordPress.

Dan is seeking a full time marketing role in Direct, Inbound, Digital, Content & Social Media Marketing. If your company is hiring for roles in these areas, contact him directly via a free LinkedIn Message or email him at Dan@DanGalante.com to set up interviews.

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