Go to Where Your Customers Are and Engage Them There

Annie Galvin Teich-K-12 Publisher-The Teich GroupOne of the most important elements of successful marketing is customer engagement. In order to build relationships, you have to talk to your customers.

Some years ago, I worked for a company that believed that businesses could be effectively managed from behind spreadsheets, and it was all about the numbers. Consequently, not much effort went into building relationships with customers other than responding to minor customer service issues.

Then and now, the idea that you can build a successful business without customer engagement is nonsense.

Sometimes, the easiest thing to do is go meet your customers at conferences and trade shows. That’s where I’m headed today –to the Texas Computer Education Association annual conference or TCEA for short.

In the K-12 industry, there is a shared belief by educators and vendors that all children CAN learn, and it is our collective responsibility to ensure that schools, teachers and students have the best tools to facilitate that.

We’ve long past the point where technology is considered a separate entity. Now it is all about integration into the curriculum and making the technology as invisible as possible. What matters most is what has always mattered most – the effectiveness of teaching and learning.

Attending these kinds of conferences is stimulating and rewarding. Everyone is excited to be there to learn about new products and services. I suspect that another quality that is shared by educators and the publishing community alike is that most of us are, ourselves, lifelong learners.

If you ask them, educators are happy to tell you what works and what doesn’t work; what they would love to have in their classrooms; and the student challenges that keep them awake at night. Educators are the touchstones of this business and whether online or in person, publishers and service providers should seek every opportunity to engage them whenever possible.

Where and how are you engaging your customers?

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