Literacy Basics - Community Literacy of Ontario

Marketing Circle: Buy-In

Introduction to Buy-in

Whereas marketing mix is a process, buy-in represents a single moment in time. When you have selected the right marketing mix and have good positioning in the mind of your target, then the target will “buy-in” to the program. In the corporate retail world this is “the sale”. For literacy agencies, this is the point where:

• The prospective learner signs up
• The partnership begins
• The funding proposal is accepted
• The volunteer successfully passes the tutor training and is ready to work
• Our community gets behind a promotion or event

There is an important difference between the word “buy” and the phrase “buy-in”. If we were operating a business, this culminating point in the marketing circle would be about the sale. But for us, it is more like someone is signing up for a lease. Whichever target market we happening to be focusing on, we want a long term commitment from them.

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