What is educational marketing and why does it work?

Educational marketing gives customers and resellers the background they need to understand your messages and appreciate your products and brand. In this role, it complements traditional marketing, sales training and customer training, benefiting your buyers, sellers and brand.

Educational marketing also gives your sales and marketing teams the opportunity to develop deeper relationships with your customers' marketing professionals. These unique services can also support your online marketing and online customer portals, providing behavior tracking that can be leveraged to meet goals and monitor return on investments.

Educational marketing works for those who are looking to:

• develop deeper relationships with partners
• build brand presence in end-consumer markets and encourage pull through sales
• develop discerning customers who appreciate top tier products and services
• accelerate product change-over or industry transition
• work with a very knowledgeable partner who can bring leading industry expertise to augment their marketing staff and get the job done
• evaluate the power of educational marketing

Why Lubrizol is the right partner for educational marketing

Lubrizol is a global supplier of lubricant additives with 80 years of continuous commercial success. Known as a respected source of knowledge, Lubrizol provides support to the industry in the form of Lubrication and Fuels Ready Reference books, trends presentations, expert instructor-lead training, and most recently, Lubrizol K2M online training. Through many decades of sharing industry knowledge, Lubrizol has developed a vast collection of lubrication and equipment knowledge, along with the ability to collect, organize, package and disseminate this knowledge effectively.

Now lubricant marketers can tap these capabilities through Lubrizol K2M Educational Marketing services.

Corporations today face a common dilemma: scarce technical experts, limited resources and never enough time to take on marketing opportunities. Marketing departments can leverage Lubrizol K2M to free up internal resources to focus on high-value work while we do the heavy lifting. K2M can help you reach customers with the information they need to make informed, confident decisions. Customer education is an enormous task, but Lubrizols K2M's program provides you with a partner who really understands the lubricant industry and how to get through to them with a credible and persuasive message.

We help lubricant marketers merge specialized technical knowledge with marketing and sales strategies to create unique online resources for their customers that are universally accessible, consume little of the marketer's scarce resources, and have excellent promotional value. This creates a competitive edge, allowing marketers to go to market faster with a consistent value message.

Measuring the impact of educational marketing on sales, brand perception and leading indicators such as press release pickup, Web visitors, e-mail reads, and word-of-mouth are all valuable ways to understand the pre-sale impact of your efforts. K2M has experience measuring the impact of educational marketing and can help you determine its value.

Educational marketing is more than marketing

It is not an accident that "Education" comes first in Educational Marketing. Our experience indicates that individuals approach marketing with suspicion. They hope to get something valuable but fear they are being tricked.

Education is the gift you give customers in return for their ear and their respect. But you wouldn't get either if the education is ineffective, boring, irrelevant, too time consuming or heavily biased toward your products. The gift is wrapped in marketing. Your brand and product marketing materials surround the education. They are always visible but distinct for the unbiased gift your customer and prospects are seeking. Once customers have received the gift and realized its value, then they will give you their respect and ear. That is the time to deliver your messages and tie them to what the customer has just learned.

The power of educational marketing lies in its broad appeal

The opportunity to reach customers on a variety of levels.

The broad appeal of education is inherent in both the learning process and the improved decision-making and performance an individual or business experiences as a result of learning. Education is recognized globally as a route to security and success. Good educators, whether they are individuals or organizations, are respected and heard.

But learning does not need to be a formal education process. Conveying knowledge can take place in a lot of forums: Whose opinion do you seek? Who taught you to ride a bike? Drive a car? Hit a baseball? Remember that moment? The gratitude? The subsequent success? Those are powerful moments. Maybe learning how to select the proper motor oil for your antique car or knowing how to pick an additive that gives your new product just the right appearance isn't quite as memorable, but you probably remember the person who taught you how.

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