Back to Marketing Basics

The Chartered Institute of Marketing (CIM) define marketing as: 

“The management process responsible for identifying, anticipating and satisfying customer requirements profitably.”

Sometimes I think we need reminding! Too often, even those in the industry assume that marketing is just about advertising or selling, but there is absolutely no point selling something that no one wants.

How well do you really know your market? If this question raises even the tiniest doubt in your mind, or thoughts like ‘I think I have a pretty good idea’, take the time to gather your information and evidence it. Where are your target market located? What lifestyles do they lead? What values are important to them? Which feeder schools/ nurseries do they use? What is important to them when it comes to independent education – for example is it a broad education they are looking for, or are they focused on academic results? Without this information, we can’t possibly reach our market, at the right time, with the right message.

The digital revolution has provided us with amazing new tools, and with the correct information, we now have the power to make marketing more targeted, relevant and effective than ever before.

If you’d like to find maximise the effectiveness of your marketing, get in touch with the research experts at MTM. After all, we’ve worked with over 500 schools and researched over 180,000 independent school parents!

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