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Trending on MyMA… Market Segmentation

Market Segmentation

When we talk about you or your organisation’s market, we’re talking about all customers and potential customers. This means that any time you’re doing or saying anything which could possibly promote your business, this is classed as marketing. It makes sense then that all types of marketing endeavors should be well planned and understood so that they are as effective as possible.

A Market Segment is a group of customers with shared characteristics. Market segmentation is the process of establishing different groups of customers and potential customers with a shared characteristic. For example, a sports retailer might segment their customers into different groups with a shared interest in specific sports like football, golf, tennis etc.

 

Other shared characteristics which are different from a business’ other customers are…

  • What they want from a product or service
  • The amount they are able to or willing to pay for it
  • The quantities they buy
  • The types of media that they use
  • The time and place that they buy
  •  
Market Segmentation

Customer Classification

Customer Classification is the process of assigning a label to your customer based on how ‘good’ they are. For example, a regular customer of yours might be classed as a ‘valued’ customer and is therefore eligible for certain benefits.

Customer Classifications are generally used at the discretion of each business, however, common types of customer classifications are Valued Customer, VIP, Premium Member,  Founder, Gold, New Customer etc.

It’s important to remember that these two types of groups are different and usually unrelated. For example, your own business may have many ‘good’ customers, but they are probably from a variety of market segments. Your valued customers probably live in different areas, buy different products and respond to different types of marketing. So, customers although in a different marketing segment, can have the same customer classification.

Identifying Characteristics, Motivations, and Behaviours of Potential Target Customers

There are many different ways of getting this information. Some companies ask for feedback after doing business with their customers. This allows the company to find out what made them buy from them at that point in time.

Another way of finding out what characteristics your potential customers may have in common is to hold a focus group. This is when a group of consumers are gathered together and then given the opportunity to share their opinions on a product or service. The information is then taken back to the company and analysed.

However, the most common way of gaining this information is to simply ask your customers for it! Surveys, or questionnaires are cheap and they allow you to find out exactly what your customer’s needs and expectations are.

 

These are all effective forms of market research and allow you to cluster your customers based on their characteristics.

For more information on our Digital Marketing Modern Apprenticeship or our short Marketing ITA courses, get in touch using the form below:



There’s No Wrong Path to Employment.

No Wrong Path

At Sixth Sense Training, we understand that everybody’s method of learning is different. There is No Wrong Path. We also realise that exam situations don’t always provide an accurate reflection of an individual’s ability, work ethic or willingness to learn. However, we’re also aware that many young people across Scotland have been left speculating what the future holds after receiving SQA exam results.

 

In a bid to ease fears and illustrate that exam results shouldn’t define the career of a young person, Glasgow City Council’s ‘Developing the Young Workforce’ (DYW) department implemented the social media campaign #NoWrongPath. The #NoWrongPath campaign celebrated the range of diverse career paths that employees throughout Scotland have taken since leaving secondary school. Participants were asked to post a photograph holding a sign with their name, what they were doing when they left school and what they doing now, along with the caption #NoWrongPath.

The campaign coincided with Scottish Exam Results Day on August 8th. No Wrong Path trended across social media platforms upon launch. Successful organisations, business personnel and famous faces, such as Scottish singer KT Tunstall and STV weatherman, Seán Batty were amongst those showing their support for the campaign.


The Campaign

The campaign coincided with UK government plans to get more young people ready for full-time employment by 2021. This follows reports that young people leaving higher education are lacking the skills required to immediately go into the workplace.

The Scottish government are promoting alternative routes to work as a result of this report. This is designed to help young people achieve the best possible chance of succeeding. College and university courses remain the favoured routes of school leavers. However, vocational qualifications, such as Modern Apprenticeships, are a popular route being promoted.

Modern Apprenticeships appeal to both employers and employees as apprentices are trained in skills relevant to the workplace. The qualification is government funded and can be completed within one year.


Sixth Sense Training Louise Goodman

Modern Apprenticeships

Its clear there remains a degree of apprehension surrounding modern apprenticeships. College or university are often perceived as superior alternatives to apprenticeships. The perception of apprentices as being the ‘lackey’ still exists along with the assumption of poor wages and prospects. 

The Sutton Trust carried out a recent study on career perceptions. The study found that 80% of young people believed that their career prospects would be greater enhanced graduating from college or university rather than completing an apprenticeship. This confirms apprehension amongst young people.

Additionally, many people believe that graduates are more likely to earn better salaries when compared with modern apprentices. However, the study found this to be untrue and confirmed that apprenticeships often lead to similar career earnings as graduate jobs.


Contact Us

To apply for a Modern Apprenticeship, contact us now.

Check out our current opportunities here.

Let Sixth Sense Training guide you on the correct path.

If you would like more information on implementing apprenticeships in your organisation, leave your details and we will get in touch.




Digital Jumpstart- Booster tools for small businesses.

We are delighted to announce that we are launching our new Digital Jumpstart programme for small businesses. This additional service is designed to help the businesses that we work with prosper by offering the implementation of several technologies that are beneficial to the running and operation of your company in the digital age. These services are now available and completely free to any business that has a Sixth Sense Training Modern Apprentice working for their organisation. The service is designed to streamline the day to day running of your business as well as increase your business’s online exposure.

Sixth Sense Training's Digital Jumpstart

So now not only do you get 100% government funded training for your business’s new apprentice, with Digital Jumpstart you also get access to our business expert’s experience and tried and tested tools to help you grow your business.

The following Digital Jumpstart services are now available to any interested business that employs at least one modern apprentice:

Professional Website Design

Studies show that between 70-80% of people research a company online before visiting the small business or making a purchase with them. Therefore, it is important that when potential customers search for your company they are impressed with what they find. A sleek, well-made website really highlights the professionalism of your business and offers the consumer confidence in choosing you. Our in-house IT team will create a functional website that is both aesthetically pleasing as well as automatically optimised for mobile browsers for any small business that we have an IT or Digital Modern Apprentice within. We will also provide the apprentice with the tools to maintain and update the site as required.

Online Coding Course

  We will fund an acclaimed external course that teaches your apprentice(s) the fundamentals. Develop insider tips to work quickly and efficiently with web technologies like HTML5, CSS3 and Python.  The course also shows the apprentice how to build your own responsive websites using more advanced techniques such as iQuery PHP 7, MySQL 5 and Twitter Bootstrap. By then they’ll be developing blogs and eCommerce sites with WordPress, and learn smart ways to add dynamic content, using APls to connect to sites such as Google Maps and Facebook. “As we all know, the best way to learn is to do, so you’ll complete fun website challenges at every turn. Plus, as you fly through the course, you’ll use your skills to put a site together as you go. The final challenge is a full Twitter clone.”

Bespoke Database Design

 Free custom built, mobile-friendly database, to hold your customer records, track sales and projects, collaborate with colleagues and more.

Customer Relations Manager

 Make tracking your leads and sales as easy as possible. Combined with real-time
communication and task management in one place we will install a fully customisable CRM your team will love to use.

Social Media Management Platform

We will set up a social media management platform for your apprentice to effectively manage all your accounts in one place. Facebook Monitor Multiple Social Media Streams in One Place. This will allow you to schedule posts in advance, easily view analytics data and share information easily. You can also use the platform for social media listening which helps to manage customer service on social media efficiently.

Online Accounting Software

 We will implement cloud-based accounting software for small and medium-sized businesses.  This software will allow you to manage invoices, payments, payroll and expenses far more efficiently. No more paper.

H.R System

Instantly access essential information, from key documents to contact details, with adaptable permissions to keep things secure. Individual logins mean your team can take responsibility for updating their own profiles. Team Members can request holiday days, unpaid leave and sick days, with a straightforward approval process for Team Leaders. See an overview of current and upcoming time off for your entire company. Personalise your working week and set restricted days in advance.


Modern Apprenticeships for a Modern Workplace


Sixth Sense Training’s Digital Jumpstart is available for all of the following courses:

Digital Applications SVQ

Digital Marketing SVQ

ICT Professional SVQ

If you would like to take advantage of these services and would like to upskill your existing staff or use our complimentary recruitment service to hire a modern apprentice, please contact [email protected] or fill out the web-form here.

If you would like more information on implementing apprenticeships in your organisation, leave your details and we will get in touch.




The Apprenticeship Levy And Scottish Businesses

What Is The Apprenticeship Levy?

The UK government announced an apprenticeship levy on employers with the aim of funding both foundation and modern apprenticeship schemes. Three million apprenticeships are targeted to be delivered by 2020.

The levy applies to all businesses in U.K and is set at a rate of 0.5% of the employer’s payroll. Businesses are entitled to a £15000 allowance for apprenticeship training in order to offset the payment. This effectively means that the levy will only be payable on a payroll in excess of £3 million per year.

Smaller companies can still take advantage of available Government funding, which is likely to include an employer contribution.


What Does This Mean For My Business?

Many companies affected by the levy currently either have a small provision for apprenticeships or in many cases don’t provide apprenticeships at all at present. Therefore, many businesses will only be able to reap the benefit of the outlay by implementing a new or expanding their existing, apprenticeship programme.

At Sixth Sense Training we have a fantastic record of taking young inexperienced candidates and, along with great employers, nurturing and training them into valuable assets to the businesses we work with. Who better to partner with and help you minimise the risks and maximise both the opportunities and the value of your businesses contributions that come along with the levy?


Apprenticeship Levy Splash


What Can Sixth Sense Training To Do Help? 

  • Upskill existing employees through the SVQ’s that we provide through the levy.
  • We can offer a free recruitment service to businesses to hire and train employees working towards a Modern Apprenticeship.
  • Help you define and create your company’s own personalised apprenticeship programme.
  • Advise on any additional funding that may be available.

Find Further Information At Skills Development Scotland’s Website Here.

If you would like more information on implementing apprenticeships in your organisation, leave your details and we will get in touch.



Digital Applications apprenticeship now available

Units May Include

Testimonial

Thanks to the success of recent training programs with Sixth Sense Training, we have recently asked them to deliver ICT Professional Diploma’s for all of our technical experts.

Louise TaskerConcept Northern

Entry Requirements

If you would like more information on implementing apprenticeships in your organisation, leave your details and we will get in touch.



#trendsetter Launch @SLF16

Our team was out in force last week at the SECC to promote our new #trendsetter programme. #trendsetter is a truly innovative modern apprenticeship that gives an apprentice the skills to become an accomplished social media and digital marketer, as well as learning vital IT skills such as WordPress and SEO. In an online world that is constantly evolving, don’t get left behind, become a #trendsetter. We had a great time meeting a range of businesses, teachers and educators, as well as lots of potential #trendsetters, and the programme was very well received by all. If you would like to become a #trendsetter, or you would like a #trendsetter in your business, our new brochure is available on our homepage. For more information please contact us below.

web2web1untitled-design

Photo Credit: Marilena Vlachopoulou

If you would like more information on implementing apprenticeships in your organisation, leave your details and we will get in touch.



Scottish Learning Festival Exhibition 16

[sg_popup id=”1″ event=”onload”][/sg_popup]Venue: SECC Glasgow
Dates: 21st-22nd September
Time: 9am-5pm Wednesday, 9am-4pm Thursday

We are delighted to announce that we will be exhibiting at the Scottish Learning Festival this year. On the 21st and 22nd of September, ourselves along with a huge number of organisations and businesses from Skills Development Scotland to Edinburgh Zoo (We hope they bring a panda!) will be at the Scottish Learning Festival at the SECC.

Many of our team members will be there to talk to potential apprentices, parents and employers about the benefits of a modern apprenticeship and the various career paths that open up when you #achieve your SVQ. As well as answering questions and live demonstrations of life as an apprentice we will be having giveaways and digital competitions. Come and visit us at stand A65, and get a coffee, a chat, and some other surprises.

#slf16 #trendsetter #achieve #myma

If you would like more information on implementing apprenticeships in your organisation, leave your details and we will get in touch.



Announcing our new #trendsetter program

The Digital Age

The average person now spends more time online than with TV and traditional media combined. So, how better than to promote your business where people are actually spending their time?

Recent studies have shown that before approaching a local business, between 70 and 80% of consumers now research the company online to establish their credibility, This means that if you don’t have a contemporary, up to date web presence, your business is already behind the competition.

Although many small business owners recognise the need to have a digital presence, many don’t have the time, knowledge or resources to effectively promote their company online.
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Why Now Is The Time To Take On An Apprentice…

The Federation of Small Businesses (FSB) has published a report findings concluding only around 24% of small and medium-sized businesses currently employ an apprentice. Approximately 1,000,000 apprentices throughout the U.K. They believe now is the time to take on an apprentice.

A growing number of school leavers are now pursuing apprenticeships. In the academic year 2014-2015, the number of under 19s starting an apprenticeship increased by 5.1% on the previous year, and in 2013-2014 the number increased by 4.6%. This trend is expected to continue, as university fees increase, and graduate job opportunities are stagnant, and the prospect of university or college becomes less attractive to young people, good candidates are actively looking for new opportunities to begin their career.

Federation of Small Businesses Take on An Apprentice

FSB logo (CMYK) copy

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