How do I reach mums and dads?

[SMJ]

I am having problems reaching the mums and dads that need me.

When mums or dads discover my service they often mention how hard it was to find the service I sell. Some spent months looking.

The problem is that parents looking for a solution to a difficult situation re school/ education are very varied. Most of the sites that list support services are government sites that only list the (pretty useless) public services. Not a private project like mine.

So if you had a problem like -
- your child was badly bullied/ afraid to go to school/
- health issues make school difficult or impossible
- you have to move about/ child lives between split homes/
- child is high flyer with temperament to match needing flexibility
- confidence is damaged so careful support needed
- you're a home educator but the later years after 12 look daunting

- all the kinds of things that mean one-size-fits all doesn't fit!
--- where would you look for help?

Either a website link would help me or else what would you put in google?

Thanks.

[Indizine]

Moved to marketing forum

[Indizine]

I think firstly you need to realise you are most likely not as unique as you might think. Your techniques may be different, but then we can all provide a same service but deliver it differently for better results, but the service none the less, to a parent, is the same when they are looking for a provider. They are not looking for 'you' they are looking for the service that provides the results they seek.

If you have a website for example, you would target each web page around each of your services, so that the keywords were geared around around bullying at school, private schooling, etc, etc. If you do the keyword research you wold discover the range of keywords being used and the best ones to go for, and what you can realistically hope to get to page one for.

I think to refer to public services as useless doesn't bode well for you. Knocking your competition isn't the most business-like thing to do. These services are usually free, and I expect you will charge, therefore like anything in lfe you get what you pay for. If you go to Harley Street with a suspect lump and go to your local GP with the same thing, guess who is likely to respond quicker and give you the best, quickest results?

[SMJ]

Indizine thank you for replying. It's a shame my query was moved away from the mums and dads area as their point of view is what I wanted and needed to hear.

But thank you for your suggestions.

> I think firstly you need to realise you are most likely not as unique as you might think. Your techniques may be different, but then we can all provide a same service but deliver it differently for better results, but the service none the less, to a parent, is the same

I didn't claim my service is unique.
There are actually two other projects like mine in the UK.


> They are not looking for 'you' they are looking for the service that provides the results they seek.

Well that's very much 'me' as they say loud and clear when they eventually find me. Although there are three providers in the UK, neither of the others offers the range and depth of personal service my lot do. Also we're cheaper as we are strongly community minded.

> If you have a website for example, you would target each web page around each of your services, so that the keywords ...

Website is no problem. It comes up on google first page on a number of searches.
As I said I wanted to know what parents would put in google to find things they wanted to do with the topics I gave. This isn't the right area to ask that question because my query has been moved away from the parents I wanted to ask.
Also they would be able to tell me websites they know to do with parenting - it's easy for me to find parenting sites but only other parents can tell me what they think of them.

> I think to refer to public services as useless doesn't bode well for you. Knocking your competition isn't the most business-like thing to do.

Most of the families who come to me have been badly let down by public services - the things they say are extremely angry and sad. "Useless" is a fairly polite version for when a child's life has been ruined and a family is crazy with worry and the authorities won't help.

Again talking to parents would have been helpful because many of them would know pretty much what I'm talking about. My query wasn't directed so much to a business point of view - this is my 3rd successful small non-profit business in 30 years so that's a point of view I know well.
I was just hoping to get advice from parents.

> These services are usually free, and I expect you will charge, therefore like anything in lfe you get what you pay for. If you go to Harley Street with a suspect lump and go to your local GP with the same thing, guess who is likely to respond quicker and give you the best, quickest results?

Ah well we work very long days and run at the lowest cost possible because most families can't afford much. I sometimes take a cut in pay so as to subsidise a family who can't pay much.
I guess it depends why you're doing it. There's authorities who get bogged in power plays and red tape. There's fatcat business (including Harley St example you gave) and then there are small dedicated projects.

This particular dedicated project needs a bit of information and advice from other parents but it doesn't look like this is a place where I can get that kind of friendly help.

[Indizine]

I am a parent of 2, in fact plenty of people here are parents, and we read the other forums way, way more than the forum you wanted to have your post in. However, your post is a marketing request and as such, that is the appropriate forum to get such advice.

I detect a tone of sarcasm in your last sentence, again not something I would expect form someone who deals with bullying and confidence issues.

PS I am a parent of 2.

[Paul Norman]

Your challenge is a tough one. Because I suspect that most of the help being given out under this heading at the moment comes from, or is routed by:

1. Public funded bodies, such as social services, who, for all their imperfections have the edge in that we are all aware of them.
2. Well established voluntary bodies, known locally, and established as working in this kind of arena.

I am not sure how people will search for this kind of service, whether it is on line, or through established connections.

You say your website is sorted (I havent checked that). I would use forums like this, and local networking, to start getting a level of awareness of yourself going.

And also make contact with local voluntary bodies. And individual social workers. They may not be able to get you on lists of services, but they might point you in the right direction.

I am a parent, by the way, before I am a businessman

[sharp end training]

I agree with Paul - there are a myriad of support services offering this (and yes I agree that quality may vary) also to quote your original post

So if you had a problem like -
- your child was badly bullied/ afraid to go to school/
- health issues make school difficult or impossible
- you have to move about/ child lives between split homes/
- child is high flyer with temperament to match needing flexibility
- confidence is damaged so careful support needed
- you're a home educator but the later years after 12 look daunting

- all the kinds of things that mean one-size-fits all doesn't fit!
--- where would you look for help?

I would go to school - It's a difficult sell to articulate all this without coming over as a rent a gob..

[HelenL]

My children are pre-school, so perhaps I'm not quite in your target group. But if I need information on children or parentlng on the internet, I tend to go to sources I trust, rather than starting with a google search. Websites such as netmums, babycentre or the parentling section of the BBC website. I'm not sure if there are equivalents for school age children, but thought it worth a mention as partnering up with a trusted website might help you reach parents.

[virtuallysorted]

I'd put an advert in something like "The Primary Times" which gets sent home in children's school bags once a term. It's very specific target marketing and can be done on a regional basis.

[Richardvc]

I have been in business for long enough now/and have had enough businesses to understand that research is one key to success, marketing is the second.

No matter how good it is if there is no demand there is no demand you should not try and be the ground breaking firm, it's a quick way to the poorhouse.

What is it your potential customers want to buy, is that what you are selling. When the two match you have a business.

Richard
***url snipped***