R.A.M.P. CAMP (Retail. Advertising. Marketing. Promotions) Course Syllabus

Transcription

1 R.A.M.P. CAMP (Retail. Advertising. Marketing. Promotions) Course Syllabus R.A.M.P. Camp is divided into 16 webinars (2 per month) led by your course leader Gary Ahlquist. All sessions are 90-minutes. These 16 sessions will focus on and proceed through the subjects listed below: Attendees will be required to abide to the following Code of Honor for all 16 sessions. Create a quiet and distraction free environment to participate Be on time for all sessions no matter what. Five seconds after the start time is late. Manage your time and be accountable for scheduling each webinar in your schedule. Not to be driving or just listening to the webinar since it is a highly interactive training Complete all the homework required for each session. I understand that I will not get the full value of the training if I choose to not complete the homework for each session. What You Will Need: Computer with high speed internet connection Note pad and pen or pencil Small journal Seven Areas of Focus: 1. Salon marketing 2. Website creation and enhancements 3. Mobile marketing 4. Internet marketing 5. marketing 6. Retail management 7. Retail promotions Session 1: Salon Marketing: Overview of marketing and P&L budget percentage Why traditional marketing isn't working for salons Introduction to grass roots marketing Pricing concept for marketing and achieving immediate response 3 prongs: Gift Certificate distribution; Corporate Fringe Benefit program; Community Event planning and participation Gift Certificate distribution: cost; explain technique; show example of technique; dialogue to introduce technique

2 Session 2: Salon Marketing Review of grass roots marketing strategy : show some of the participants work Corporate Fringe Benefit program: cost; explain technique; show example of technique; dialogue to introduce technique Community Events strategy: cost; explain technique; show example of technique; dialogue to introduce technique Session 3: Website creation and enhancements A website and its role in salon marketing Description of the typical salon website Show several examples and point out the deficiencies The purpose of a website is to sell and generate new client traffic What to have designed into your website that will accomplish our purpose How to market your website Session 4: Website creation and enhancements Part 2 : and focus on the 3 most unique things. Top 5 techniques to have on your site. Top 5 strategies to receive a high Google Page Rating to appear on page 1 of a search Power of domain names. Why to have multiple domain names? Analyze Forums vs. Facebook/Twitter vs. YouTube Internet Video trend statistics Written vs. Audio vs. Video Session 5: Mobile Marketing Needed for call: your smart-phone (on mute) Introduction to mobile marketing: What is it and how it can build your salon traffic? Download Tag App Scan the Tag and QR code on the screen (demonstration) Discuss what they discovered Discuss what they think this means for their salon Cost of marketing to salon How to create a Free QR code generator management account Session 6: Mobile Marketing : show several of the flyer submissions and discussion Set up a YouTube channel (demonstrate) Cost of YouTube marketing Show an example of a YouTube channel How to create a salon video tour: equipment needed; simple editing protocol; uploading video to your channel How to embed a video into your website How to link your video to a Tag/QR code

3 Session 7: Mobile Marketing : discuss several videos; what you liked and disliked Components of a successful strategy Creating the objective Techniques to employ to reach objective Task and deadlines to accomplish objective Group strategy for mobile marketing objective Brainstorm techniques List the tasks and approximate time frames Session 8: Marketing plan Phase 1 : What they discovered; show the 2 best Mapping: where are you now (service sales, retail sales, new client count, client retention) Mapping: where do you want to go (sales goals, new client goal, client retention goal) How to use Grass Roots, Website, and Mobile Marketing to reach goal Plan out the techniques and timeframes Create a tracking form Summary of first 8 calls Q & A Session 9: Internet Marketing Introduction to Internet Marketing Objective of Internet Marketing: Drive traffic to your website Pay Per Click Marketing: Demonstrate on Google Search page Cost of PPC How to set up PPC: set up account; do key word search; placing a bid and budget How to create an ad: the 3 key content areas (heading, 3 lines of text, link); multiple website domains Researching domain names based on your keyword search Google resources for researching Session 10: Internet Marketing : Show 3 PPC campaigns Introduction to blogging and microblogging: what it is, how can it work for you, and the psychological strategy to employ Cost of blogging How to use Twitter to drive traffic to your site Composing your Tweets and attaching photos or video How to connect Twitter to Facebook How to blog; how to feed your blog into Twitter into Facebook with one entry Links: how to use shorten URL strategies

4 Session 11: Internet Marketing : what they learned from their experience, what do they like about it Introduction to SEO Search Engine Optimization: What is it and its importance; how are you ranked; what is a BOT (crawler, spider or robot) Cost of SEO How to Optimize: The top 5 techniques Explain tags and metatags and alts: what they are and how to determine what yours should be (keyword search tool) Explain and demonstrate linkage How does fresh activity factor in Video's role in your ranking: show them an example of a video review Quality content How to use forums to drive client traffic Session 12: Marketing : Introduction to Marketing: Benefits and Purpose Cost of Marketing Choose how you are going to do your Market: the two types, salon software vs. service (recommend some services) The two types of formats: HTML vs. TEXT Types of lists How to create lists: salon client list, potential client list, using forms to capture s, contests, QR codes What is an auto-responder: cost, benefits, objective Session 13: Marketing Debrief auto-responders homework The anatomy of an that produces direct response: What is direct response, the anatomy of an effective HTML , anatomy of an effective TEXT Brainstorm benefits Structure direct response offers Using FREE to lead to a sales techniques Creating a sense of urgency: limited time and offers tips Session 14: Professional Retail Retailing vs. Retail Store: Retail management: Physical layout Product mix: single exclusive line vs. multi-line vs. multi-line/salon exclusive line Purchasing: 3 venues Promotions Merchandising

5 Session 15: Retail promotions 3 types of promotions Gift w/purchase Purchase w/purchase Loss leader Promotional pricing strategy Establishing a retail management calendar: using Google calendar, purchase frequency (exactly what day), physical inventory count, inventory analysis report (turns), promotions, merchandising Session 16: Retail Marketing How to use Grass Roots to market you retail store How to use Mobile marketing to promote your store How to use Internet marketing to promote your store Retail compensation: staff vs. front desk RAMP Camp course Q & A summary