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SALES & MARKETING 101

Introduction: to building your supply of leads throughout the

year

OVERVIEW

• Building your pipeline

• Setting goals

• Commission eligibility

BUILDING YOUR PIPELINE OF

LEADS

• Host family referrals• Au pair referrals• Public Relations • Grassroots marketing

• Online activity• Websites• Host family events• Community events

• Affinity marketing• Networking

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BUILDING YOUR PIPELINE OF

LEADS

Recruit more families

Educate more families

Grow your group

More fun

Increased commission potential

SALES & MARKETING 101

Step 1: Building your pipeline

HOST FAMILY & AU PAIR

REFERRALS

• Ask for referrals!• Remind host families of the referral credit they can receive

• Identify 2-3 happy host families who will act as referrals for you

• Give your business cards to au pairs to use when they meet prospective families

• Remind au pairs they can earn rewards for a successful referral– Extension au pairs can earn more!

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PUBLIC RELATIONS

• 30+ template press releases!

• Utilize both print and online publications

• Think about providing content to websites, newsletters

– Family networks

– Affinity groups

GRASS ROOTS MARKETING

• Paper your community!– The average consumer needs to see your message 7-10 times before they can recollect it.

• Use customizable flyers on Infosource or create your own.

• Post them wherever parents and kids go– Just to name a few:

• Doctors’ offices (e.g. pediatrician, dentist, OB/GYN)• Parenting & childbirth classes

• Library

• Public pools• Community Centers

• Children’s clothing stores

ONLINE MARKETING

• Post an au pair online using sites like Craigslist

• Get involved in social media– Facebook

– Twitter

– Blogs

– Parenting sites, e.g. mamasource or momslikeme.com

• Utilize your website!

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WEBSITE

• Create your website and update it often!

– Use photos, calendar entries, testimonials, and useful resources for host families, au pairs, and potential families.

• Feature pictures from your meetings

• Keep a current calendar of upcoming events

• Feature an available au pair!

HOST FAMILY EVENT

• Plan an event that facilitates networking and conversation

• Personally invite host families during monthly contact

• Personally invite leads by phone

• Public Relations - Don’t forget PR! – send a calendar listing before the event and a story with a picture afterward to your local paper

• Have enough “helpers”!

HOST FAMILY EVENT

• Town Day

• Camp Fairs

• Childcare Fairs

• Affinity Events

• CSEP trainings

• Concerts in the Park

• Cultural Fun Day

• Community Parade

• International Pot Luck

• Kids First Event

• Spring Egg Hunt

• Zoo Day

• Picnic in the Park

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COMMUNITY EVENTS

• Capitalize on events being held in your community• Town festivals and holiday events

– Have au pairs march in a parade. They can wear t-shirts, wave flags, and carry a Cultural Care Au Pair banner.

– Get a booth at the event and have activities that will attract kids and parents, ex. balloons, arts and crafts, face painting.

– Offer a gift basket drawing – parents can enter, and you get their contact info for later follow-up.

• Look for events parents will go to– Childcare fairs– Niche events, e.g. families going through IVF, families with children with special needs, families who have or will adopt internationally

AFFINITY MARKETING

• Identify and contact local affinity groups– “Parents of multiples” groups – International adoption agencies – Organizations for LGBT families – Military families – Single parent

• Explore the possibility of doing a presentation or setting up an information table at a local meeting

• Consider taking out an ad in the chapter’s print or online newsletter

NETWORKING

• Create a 10 second commercial to tell people what you do in one sentence.

• Seek out networking opportunities in your area:

– Professional groups, e.g. Women’s Bar Association

– Mom’s groups, e.g. Moms of Multiples

– Business networking groups, e.g. Chamber of Commerce

• Attend, join, get involved so people know you not just for the au pair program but as a childcare solutions expert

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SALES & MARKETING 101

Step 2: Setting a goal

SETTING A GOAL

• Set a sales and lead goal– How many sales can you make in 1 year?– New LCC average = 4 new families

• Break down goal into increments– How many leads do I need to reach target?– How many leads will convert to opportunities and then to sales?

– Break down into monthly/weekly targets

• Get going!• Assess progress!

SALES & MARKETING 101

Step 3: Commission Eligibility

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COMMISSION ELIGIBILITY

• Servicing pay

• Repeat bonus

• Actual bonus

• New family interview

• Repeat family interview

COMMISSION ELIGIBILITY

• Sales commission

• Marketing bonus

• Sales bonus

• Competitor bonus

COMMISSION ELIGIBILITY

• Qualification awards

• Travel incentives

• Leadership League qualifying commissions and prize packages

• LCC or sales representative referral bonus