Market Focus: Elementary School Teachers
ClassroomDirect’s Jeffery says his catalog has just started to explore list modeling this year. “We feel that profiling and modeling [are] going to give us some more prospects to go after,” he says. Among the factors he’s looking at in modeling: how a particular school has performed as a purchaser historically. “We’re finding [that the] schools that have a significant number of purchasers are more likely to add new buyers. We’re also looking at them by state, urban versus suburban areas, [and] student population,” he adds.
Offers That Motivate
When selling products to teachers for their classrooms, you have to prove the value of your product—and the right offer can help you do that. “Any added value that you give, if it’s something that will help the teacher to do his or her job, is a plus,” says Subrizi. “Free stuff aligned with the classroom is a nice added value,” he adds. For example, a video that comes with book-support materials might help a teacher make the decision to buy it.
Alicia Orr Suman is the former editor in chief of Target Marketing and Catalog Success magazines. Presently, she is a direct marketing writer based in Maple Glen, Pa. Reach her at firstname.lastname@example.org.