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Hypnotherapy Training Institute of Britain
International Marketing
Prof.
Daniel
Vidal
13th of December 2010
Erika Raigoso Hernandez
Olli Lainto
Adriana Mancilla Magallon
Charise Mason
Nataliya Mogilevskay
Arief Budiman Njonoriswondo
Paul-Valentin Pitou
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EXECUTIVE SUMMARY………………………..……………………………………………………3
PHASE 1………………………………………………………………………………………………14
HISTORY…………………………………………………………………………………….14
PRODUCT…………………………………………………………………….……………..15
PRICES………………………………………………………………………………………16
PLACE……………………………………………………………………………………….16
SERVICE………………………………………………………………………...…………..16
ISSUE………………………………………………………………………………………..17
MAIN TERRITORIES……………………………………………………………………....17
MAIN WANTS AND NEEDS OF PARTICIPANTS………………………………..……20
CHANNEL MIX………………………………………………………………………..…….21
INTERACTION………………………………………………………………..…………….22
MARKET…………………………………………………………………………………….23
BUSINESS GOALS……………………………………………………………………...…23
CREATIVE CONCEPT……………………………………………………………………..24
PHASE 2……………………………………………………………………..……………………….24
TARGET TERRITORIES…………………………………………………………………..24
TARGET PARTICIPANTS……………………………………………………..………….27
FIELD AND DOMAINS………………………………………………………...…………..29
ALIGNING GOALS WANTS/NEED………………………………………………………31
OPPORTUNITIES…………………………………….…………………………………….31
CHANNELS………………………………………………..………………………………..32
PHASE 3………………………………………………………………………………………………34
REACH OPTIMUM DEFINITIONS………………………………………………………..34
ANALYZE THE CHANNELS………………………………………………………..…….34
EXTRACT A BLOCKED MISSION……………………………………………………….34
UNBLOCK TO OBTAIN MISSION SOLUTION…………………………………………35
TRANSFORM THE MISSION SOLUTIONS INTO PLATFORM
PROPOSITION (S)………………………………………………………………..………..40
JOURNEY…………………………………………………………………………….……..41
ATHMOSPHERE……………………………………………………………………………41
SEGMENTATION…………………………………………………………………………..41
FRANCHISING MODEL FOR HTI……………………………………………..…………43
CHANNEL MIX…………………………………………………………………………...…49
WEBSITE……………………………………………………………………………..……..51
DIGITAL AWARENESS PLAN – SEO……………………………………………….….53
SOCIAL MEDIA PLAN……………………………………………………………….……60
VIRAL MARKETING PLAN…………………………………...…………………………..61
CONTENT PUBLISHING PLAN……………………………………...…………………..69
PHASE 4………………………………………………………………………………………………73
CHANNEL SYNCHRONY……………………………………………………………………73
PLATFORM PROPOSITION………………………………………………………………..75
COMPETITIVE DIFFERENTITATION……………………………………………………...76
CONTENT OUTLINE (COMPANY PROVIDED)………………………………………….78
CONTENT OUTLINE (CONSUMER CREATED)…………………………………………79
STEEPLE ANALYSIS…………………………………………………………………….….80
GEERT’S HOFSTEDE CULTURE INDEX……………………………..………………….80
APPENDIXES……………..………………………………………………………………………….87
APPENDIX 1…………………………………………………………………………………..88
APPENDIX 2…………………………………………………………………………………..89
APPENDIX 3……………………………………………………………..……………………90
APPENDIX 4 STEEPLE……………………………………………………………………..92
REFRENCES……………………………………………………………..…………………………132
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EXECUTIVE SUMMARY
HTI is a leading Clinical Hypnotherapy training company mainly Located in
London, UK which provides different levels of training courses including
career training and personal application with supporting teaching materials
(Books, CD`s) for people who want to Achieve several goals as:
- Upgrade their skills
- Improve Mental and Emotional condition.
- Turn in a positive and benefit way Professionals Career
- Change people lives by providing an effective and educative
therapeutic method
Across the following phases 1&2 relevant information is going to be provided
to learn how HTI is using now and will use digital channels to promote, sell,
and provide its qualified service as an educative company by a high-qualified
body of professionals which is represented by Dr John Butler who has more
than 20 years of experience in this field.
So the target market for HTI is a student from wide range of age from 20 to 55
years with a predominant preference by women corresponding to almost
70% and it is segmented in three different groups:
1.Professionals with any clinical Background who want to improve their
professional enhancement.
2.People who want to make a change in their careers or lives.
3.Students who start Hypnotherapy as a career from Europe, United States,
United Kingdom and Asia.
PHASE 1
Phase 1 gives a current overview of how
HTI is promoting, selling and creating
brand awareness with its clients through
digital channels as: The Main Website
www.hti.com, twitter and LinkedIn
Account and a Blog, which are still
undeveloped. Here is released the
strategy HTI is using to connect current
and future customers by providing a
high qualified education service and
products through the digital channels mentioned previously.
Although business goals are presented allowing HTI measure the gap
between HTI actual strategy and the future strategy.
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Some of the important goals for HTI are:
− Increase sales of courses and teaching materials substantially
− Increase numbers of students by at least 50% over the next 12 months
− Increase the sales of teaching materials by 70% over the next 12 months
− Draw more students from continental Europe and the USA
− Expand the market to medical, dental and nursing professionals
− Increase our visibility and activity on the Internet
− Increase the rate of conversion from online enquirers to committed trainees
− Market hypnotherapy products (CDs, DVDs, books, etc.)
− Disseminate information and increase discussion on hypnotherapy
Based on the creative concept the digital channels should be adjusted to
achieve the goals and satisfy customer needs.
“Know Yourself Better”, this is a training course to let you know about
“understand”, ‘learning” and “healing”.
PHASE 2
On the contrary Phase 2 proposes a complete turnover for the company in
order to obtain more advantages of the current digital channels for engaging,
interact sell and promote the brand and product with the customers.
After searching the opportunities and threats important results were provided
and considered as relevant to create a new digital marketing campaign for
HTI based on the following channels:
- SEO: Ranked in the top 5 Search engine used by people in United Kingdom.
- Facebook: Statistic results show that Americans spend nearly to a quarter
of their time online on social networking sites corresponding to 43% of
increase.
- Twitter and LinkedIn Account: Considered as useful channels to provide
clue information and instant messaging about HTI in real time to clients.
- Main Web site: Redefined the creative and usability of the website where
the
clients can interact more with the company such as forums ,blogs but also to
have relevant content and information based on their main needs and wants,
also videos to show successful hypnotherapies and possibly even portions of
classes, Create a feeling of being part of HTI as a member, relate
hypnotherapy content with sense of nature ,relief and healing sense.
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Even if HTI want to have an outstanding behaviour within the market it should
take into account the competitors, if we take a look forward we will see how
these companies differ from HTI, the most important are:
• London College of Clinical Hypnosis
• The UK college of Hypnosis
For finalizing, Its important before implementing any digital marketing
campaign to search the market and see how my clients are responding to my
channels, but also its relevant to evaluate how aligned my goals are with
customers needs and wants, for the case of HTI Is important to evaluate the
channels that are going to be implemented to exposure potential customers to
learn Hypnotherapy ,And the strategy that will be used to make customers
interact with the main website but also to maintain professional status and
highly qualified image of HTI.
Phase 3
To come up with a new channel mix and the solutions for how approach the
project we first wanted to reach the optimum definitions for all the different key
factors i.e. product, participants and concept. We continued on to do the
following:
- ANALYSE THE CHANNELS
- EXTRACT A BLOCKED MISSION
- UNBLOCK TO OBTAIN MISSION SOLUTIONS
- PROVOCATION
- CONFRONTATION
- SENSORY TOUR
- TRANSFORM THE MISSION SOLUTIONS INTO PLATFORM
-PROPOSITION (S)
From this we came up with the new channel mix’s benefits:
Emotional Benefit: Self Confidence, Achievement, Relief, Endurance,
Freedom
- It makes you a “sustainable human being” (you become confident in
yourself you know that you have the ability to endure anything that lives
present you)
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Functional Benefit
Main benefits: Clears your mind, Control your mind, Heals your mind
• Clears your mind because the process erases any past experience and
perception that may be blocking your life or holding you back not allowing
you to be self aware of your inner capabilities.
EMOTIONAL + FUNCTIONAL:
HTI makes you a self-confident (endurable) person because it clears
your mind from your perceptions.
SEGMENTATION:
- Professionals (NEO PLUS) Medical practitioners, Therapists, Doctors etc.
- Personal growth NEO GROW) People seeking personal growth to improve
their lives
- Alternative careers (NEO PRO) People seeking for an alternative career or
post retirement career in helping others
Franchising Plan for HTI
Franchising HTI alumni will enable the Institute to expand it's brand name and
services in a quick and effective way. The objective is to build a network of
hypnotherapists that would share the same standard of practices and to
maximize profits thanks to the fees and royalties the company will receive
from the franchisees.
When we look at Patrick Holford's Institute for Optimum Nutrition (ION), we
realise that the two Institutes are essentially the same as they are both on an
unstructured market (i.e. no official certification in their respective sector)
dealing with wellness and offering courses to nutritionism professionals and
non-professionals. The main difference is that ION's marketing is more
effective in a sense that Holford succeed in "promoting" his company to the
wild public via radio, TV, etc. ION's alumni are also part of the Institute
network which gives the impression of a serious and wealthy oranisation.
By franchising its alumni, HTI will give the impression to the public that the
company is well structured and the Institute will also look more credible. The
company will look more attractive which should be traduced by an increase of
the number of clients, and thus an increase of its revenue.
However, franchising requires John Butler and HTI to provide regular support
to the franchisees, such as webinars and articles broadcasted via the website
and social media. Efficient digital marketing campaigns are thus necessary.
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Channel Mix for HTI:
- SEO
- Social Media (Facebook, Twitter, LinkedIn)
- Blogs
- Content Publishing
- Viral Plan
SEO
In order for HTI to expand their business and increase awareness of the
company and the benefits of the services they offer, they need to set up a
search engine optimization plan, which will be one of their long-term
strategies. The plan presented here gives a general outline into the basic
steps required for the successful optimization of the HTI website and their
ranking in search engines. The team assessing SEO will require both a
server-log file based solution and a browser-based solution for complete
analysis of SEO effectiveness. This strategy requires a long-term cost /
benefit analysis, so that the correct amount of investment can be optimized
(Econsultancy, 2009).
The objective will be to have HTI appearing highly ranked on the natural
listings of the first page of Google, when certain keywords are searched. The
paid and sponsored listings, which appear when searching for information
about hypnotherapy and related topics, are bad in terms that they re-enforce
the negative connotation associated with the industry. Most of the paid results
advertise quick fixes and certificates that can be acquired online and with
minimal effort. We propose HTI not to try to compete among these charlottes
and waist money on the paid searches (Econsultancy, 2009).
Viral Marketing Plan
Our marketing viral campaign is going to be develop through our main digital
channels as Facebook, NEO main web site,e-mail,YouTube,Twitter and
LinkedIn account.
The main goal for NEO is to spread qualified content through digital channels
to engage participants with the Main web site catching up their attention and
interest in the products and service NEO is providing,
• Neo Facebook fan page is going to be applicable to share,share and
share content through building a sizeable presence on facebook , so
sharing a video with entire friends list can have a real impact for the
organisation. Other idea is to create different events that announces
the video launch, inviting friends, writing a note and tagging friends ,but
also posting the video on Facebook with a link back to the original
YouTube Video.
• Email Lists: After gathering a data base of all our current participants
we are going to send a link with different videos to an email list, and
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depending on the size of the list (and the recipients` willingness to
receive links to YouTube videos),so it will be a very effective strategy.
• Forum: We are going to start new threads and embed our videos, kick-
starting the conversations by setting up multiple accounts on the forum
and posting back and forth with different users. So we are going to
reach enough people to work on it, so we can have a tremendous
effect on spreading the content through the forum.
• Games: Another way of engaging people to NEO will be through two
different links one from NEO main website and the other one from
Facebook Fan page where people can go and play different games
related with how to upgrade different skills depending on the customers
preferences.
• Tests: Tests will be host in special sources, after participants make the
test they will obtain results at the end of it and they will have a code
where they can post it and copy in the blog, it allows participants to
have a button to share ,link to share the content in the NEO website,
but also the possibility to share the results in twitter and LinkedIn
account.
Tie-up Global Wellness Campaign: NEO Wellness Tie-up and alignment
campaign with the big wellness conventions and fairs in the key cities in the
UK and the USA.
Jhon Butler will participate in wellness conventions and health fairs/exhibitions
promoting through showcasing Neo with the use of famous wellness
practitioners.
It is important to make sure every participant of Neo have access to watch the
videos, Tests, Games, forums and trying to get them to email out to their
friends or at least to share them in Facebook.
Furthermore is important to take into account that interactive content will drive
visitors back to the site, so our videos will fit into a great concept of wellness,
power mind, upgrading professionals skills changing people lives.
SOCIAL MEDIA PLAN
Facebook
Target market:
Facebook will help HTI to get awareness from people that may be interested
in using hypnotherapy for personal growth and for a career swift.
Two reasons for choosing this channel are:
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a) With its exponential reach, we can start gathering people that have
already some kind of contact with HTI (current and ex alumni and
business acquaintances)
b) Getting endorsement from those who have already had experience
with hypnotherapy
We will make a Fanpage HTI inviting everyone on HTI’s current network to
join. That will be the best way to exploit the knowledge Dr. Buttler has about
hypnotherapy and human nature. We will make little articles about “personal
growth” that will be placed at the Fanpage homepage, inviting people to give
their own experiences about the subject.
Some example themes, that are very close to daily life and are appealing to
people who seek personal growth would be:
• “Gain financial success with creative mind power”
• “How to overcome stressful life without changing your city”
• “Wondering minds lead to unhappiness”
• “Stopping smoking is easier than it looks like”
• “Why do you bite your nails?”
• “Get a real good night sleep”
Once people have read the article, there will be a place to comment, and
again, the comment will be shown in their friends’ newsfeed. There will also
be a tool for them.
LinkedIn:
Target market: There is a particular nieche on the segment of persons who
would seek personal growth that are the professionals that need to enable
themselves to do better in their business or career path. Linkedin is the best
way to get to them.
How LinkedIn will be utilized:
We will make a Group of interests in Linkedin With a small fee subscription we
can get with an advanced search the people of our interest.
The group will only have the purpose to provide this group with information
about topics such as:
- “Gain financial success with creative mind power
- “Why today´s managers fail?”
- “Set your mind to achieve your goals”
- “Couch yourself to succeed”
- “Empower your team”
- “Achieve personal and professional advancement”
Twitter
Target Market:
More than a massive channel, we want to have the customers communities
linked by twitter.
Potential alumni: We will twit the headlines of the articles published in order
to get the chance to invite people to the webpage.
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HTI can build a good relation with their customers and students by providing
update information about wellness and hypnotherapy, giving a useful link of
videos and press releases.
Community of franchisers: Maintain them informed about new member or
new resources for the community (articles and webinars).
Alumni: Give away free voucher or any other promotion to the community
that are already in a way connected to the company, we can send them
“codes” that can be plugged in in order to get discounts in the e-library for
example.
Content Publishing Plan
HTI’s content publishing plan will be executed by publishing articles through
blogs, forums and having them on the HTI website as well. The content will
comprise of different types of topics, depending on which of the three
segments it is targeted for. The articles will also vary on the level of
professionalism, for example while others will be about the latest scientific
research, others will be about practical every day exercises people can do to
control their anxiety or smoking.
For the publishing of video content we will use the HTI website and we’ll also
create a Youtube Channel that will broadcast short films about how
hypnotherapy is taught in practice and how it is benefiting people.
Final method for creating engagement with people will be webinars. A key
feature of a Webinar is its interactive elements, the ability to give, receive and
discuss information. Contrast with webcast, in which the data transmission is
one way and does not allow interaction between the presenter and the
audience. The webinars will cover different topics from more advanced topics
for people already involved with HTI brand to more practical ones for former
and current students about personal growth and control. The webinars will be
available for pre-order online and later as downloadable webcasts and
podcasts (GoToWebinar, 2010).
PHASE 4
CHANNEL SYNCHRONY (on-line & off-line)
We will use the channels to achieve 2 goals: Acquire new customers and
maintain and strengthen a relationship with current students.
The content developed for each channel is designed to develop different
communities that we will build across the life stages of the product generating
traffic to each other.
In order to get the buzz running we will have a launching event, where we will
explain the main concept and will invite people to join us.
After each event/conference we will ask people to give us their data in order
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to later on, invite them to join any of out communities.
We will identify influencers such as bloggers and will invite them all to a free
class to get them to talk about HTI to the people they influence.
There will be cross-promotion activities and every printed material will be
referenced to the fanpage and website.
HTI will participate in the top 5 wellness events in London.
On the website, we will add Facebook and Twitter buttons in order for
prospects to follow the company on social media.
Messaging: For people seeking for personal growth we will communicate a
wide range of free tips to use in their life, inform them about courses, and
access to current students. For people professional purposes we will
information about the applicability to their practices.For people seeking for
career change we will talk about how they can gain money applying the
practices and the franchising model.
Types of content:
Webinars and webcasts aimed for the three different client segments.
Articles with HTIs self-published material also covering multi-part series
following student’s journeys from a novice into a hypnotherapy expert in
personal growth or as a member of the HTI franchise.
Forum discussions targeted for the current and former students and people
interested in becoming part of the HTI family. We will have three-layered
segmentation for current and former students. The forum discussion will be
stimulated by the HTI admins.
Blogs HTI’s key personnel will keep and update their blogs. The topics will
vary between the three main segments. HTI will also have guest bloggers
(influential authorities) to increase traffic and backlinks to the website.
Photos Photos on the website have the purpose to create the right kind of
emotional feeling of calmness and relaxation.
Music on the website for the creation of a relaxed and calm sensations.
Video distributed through the website and social medias, with the three-
layered segmentation.
Games available at the HTI website and on their Facebook page are meant to
highlight what strengths and weaknesses a person might have. They are
targeted for people seeking personal growth. The idea of the game is that you
can “upgrade” your skills and have the option to share your scores with your
fellow students.
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To keep the buzz up: To increase the effectiveness of the published content
and keep it up-to-date HTI will be establish affiliate partnerships with
companies from the top wellness industries around the world such as Yoga,
Taibo, Pilates etc. We will also participate in the following wellness related
events in the UK:
- FitPro Spring Convention 8-10 April 2011 at Loughborough University
- Mind, Body and Beauty Show-Harrogate 19 March 2011
Content Outline (Consumer-Created)
Students wishing to start their own practices will be provided with all the
information and data required, as well as a best-practice guide for starting up
the business and promoting it. Carefully selected students will be assigned to
follow-up stories covering student journeys so that we can ensure the quality
of the writings
On the HTI website we will have quick links enabling sharing of content
through Facebook, LinkedIn and Twitter.
Cultural considerations: We strongly recommend to focus on aggressively
penetrating the UK, developing later franchisees in other countries. In that
context when expanding we will have to consider that the course must be
well-explained and understandable, promoting and explain the main benefits
that can be applied directly or short time. Males and females should be
treated equally as well as not be classified depending on their status or job
ranks. Teamwork should also be applied. Do’s and Dont’s in the business
etiquettes of each country.
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PHASE 1
HISTORY
Britain has a wide history in hypnotherapy lets have a look to the following
events:
The term “hypnotism” was first referred for Scottish surgeon James Braid, in
his unpublished Practical Essay on the Curative Agency of Neuro-Hypnotism
(1842) as an abbreviation for "neuro-hypnotism," meaning "sleep of the
nerves."1
In 1892, the British Medical Association (BMA) commissioned a team of
doctors to undertake an extensive evaluation of the nature and effects of
hypnotherapy. The Committee, having completed such investigation of
hypnotism as time permitted, have to report that they have satisfied
themselves of the genuineness of the hypnotic state.2
On April 23, 1955, the British Medical Association (BMA) approved the use of
hypnosis in the areas of psychoneuroses and hypnoanaesthesia in pain
management in childbirth and surgery.
“In addition to the treatment of psychiatric disabilities, there is a place for
hypnotism in the production of anaesthesia or analgesia for surgical and
dental operations, and in suitable subjects it is an effective method of relieving
pain in childbirth without altering the normal course of labour.” 3
At this time, the BMA also advised all physicians and medical students to
receive fundamental training in hypnosis.
National Occupational Standards (NOS) for Hypnotherapy was published in
2002 by Skills for Health, the Government's Sector Skills Council for the UK
health industry. The Qualifications and Curriculum Authority started conferring
optional certificates and diplomas in international level through National
Awarding Bodies by assessing learning outcomes of training /accrediting prior
experiential learning. It constitutes one of the most significant documents in
the history of hypnotherapy research.
Specific Objective:
Hypnotherapy Training Institute of Britain currently operates out of London.
For an average of 8 weeks a year, with 10-20 students in each class, a variety
of courses take place. Clients typically take courses to career change or add
to existing skills.
1
Wikipedia. History of hypnosis.
2
British Medical Journal (1892). Great Britain.
3
British Medical Journal (1955). Medical use of hypnosis. Great Britain.
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General Objectives:
• Train your brain to use your deeper but most effective resource, your
mind, through a professional method recommended by long-
established hypnotherapies organizations.
• The hypnotherapy is a therapeutic process to improve the condition of
individual with labour fatigue, increasing his strengths in his labor and
social environment.
• These participants joined hypnotherapy for several reasons; mainly
many are unhappy with working in “the corporate or state sector” and
wish to shift their career. Other main group are looking for “retirement
career” for them to do when they retire. A small group comes from the
medical sector hoping to be able to apply hypnotherapy into their
work1. There are also a small number of students outside of UK who
came here due to the reason that their home country does not offer
hypnotherapy or the quality offered is only subpar.
PRODUCT:
The main products HTI provide are Hypnotherapy training courses, but also
the following books, CD`S and DVD`S:
• The Science of Getting Rich (Financial Success through Creative Mind
Power)
By Wallace Wattles - £5.95
• Hypnotherapy by Dave Elman - £29.95
• The Miracle of Mind Power
By Dr. Dan Custer - £9.95
• Self-Hypnosis & Other Mind-Expanding Techniques
By Charles Tebbetts - £8.95
• Self-Hypnosis as Anaesthetic in Surgery DVD
By Dr. John Butler - £5.95
HTI also offer courses of hypnotherapy for therapeutic transformation, clinical
hypnotherapy, advanced analytical, and medical hypnotherapy.”4
(Moises Navarret, 2010).
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“As a product HTI has been creating and offering useful courses for career
training or personal applications. It includes different levels (basic,
intermediate, high, and advanced) depending on client needs. Furthermore, it
has an important added value which is the way they provide the service with
“know-how” due to the deepest and valued knowledge coming from a training
body which is a highly qualified team that belongs to the Training Institute of
Britain as one of the most recognized organisations long established and the
oldest in the UK, bringing confidence and credibility to the current and future
clients in terms of reliability and experience.”(Erika Raigoso ,2010)
“Training Courses with teaching materials such as audio/ video cassettes,
CD/DVDs and books are provided to the students. The Training courses are
divided into four modules that are hypnotism for therapeutic transformation,
clinical hypnotherapy, advanced analytical hypnotherapy and medical
hypnotherapy. The course will take over 200 hours of learning the principles
and practices of hypnotherapy in the classroom under the guidance of the
instructors”. (Cheung Woo Yee, 2010).
PRICES:
• Course 1: Hypnosis for Therapeutic Transformation: 6 days intensive
training providing 50 hours of classroom tuition: Cost: £695 (includes
over £100 of course materials).
• Course 2: Clinical Hypnotherapy Course: 6 days intensive training
providing 50 hours of classroom tuition Cost: £625 (includes course
materials).
• Course 3: Advanced Analytical Hypnotherapy Course: 6 days intensive
training providing 50 hours of classroom tuition. Cost: £625 (includes
course materials).
• Course 4: Medical Hypnotherapy Course: 6 days intensive training
providing 50 hours of classroom tuition. Cost: £625 (includes course
materials).
• Course 5: Medical Hypnosis Course For Physicians: Costs £525, Length
of course 5 days.
• Course 6: Hypno surgery for surgeons and anaesthetists: Cost: £195,
Length of course 2 days.
• Course 7: Upgrade training course: 6 days intensive training providing
50 hours of classroom tuition Cost: £625 (includes course materials).
• Course 8: Advanced Training: Cost: £525, Length of course 5 days.
PLACE:
Customers can find HTI products and service in the website as online Books,
DVDs and CDs even though few of them are sold on it. In the case of
hypnotherapy training courses people can book them online depending on
their preferences.
SERVICE:
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Hypnotherapy courses by teaching the art and science of hypnotherapy
providing a service of education.
As a product HTI has been creating and offering useful courses for career
training or personal applications. It includes different levels (basic,
intermediate, high, and advanced) depending on the client wants and needs.
Furthermore, it has an important added value which is the way they provide
the service with know-how due to the deepest and valued knowledge coming
from a training body which is a highly qualified team that belongs to the
Training Institute of Britain as one of the most recognized organisations long
established and the oldest of the UK, bringing confidence and credibility to the
current and future clients in terms of reliability and experience.
ISSUE:
Mystified Field with lack of credibility
HTI offer courses of hypnotherapy for therapeutic transformation, clinical
hypnotherapy, advanced analytical hypnotherapy, and medical hypnotherapy.
MAIN TERRITORIES
The greatest interaction of the existing platform is the United Kingdom, the
United States, and continental Europe.
-Ireland with a separate organisation (Hypnotherapy Training Institute of
Ireland).
-Lesser Extent of the rest of Europe.
-HTI is located in the United Kingdom, specifically in London. Students come
mainly from the UK and Continental Europe, but there are some from Asia,
the Middle East, and America as well. Most students find HTI online and
begin interacting through the HTI Website.
Customers Profiles
General Profile
-1st Group:
Group of professionals with any background similar to hypnotherapy, like:
Medical, Nursing, dental, psychologists, practitioners therapists among others
who are interested in giving an added value to their careers also they have a
determined knowledge and skills to be taught.
-2nd Group:
Group of people recently retired with an interest of continue working in order
to have more incomes during their retirement lives, and people from the public
who want to study hypnotherapy.
-3rd Group:
Students who need at least some level of education (bachelor degree,
primary, secondary) and want to study hypnotherapy as a career.
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Total of sample: 19 students
GENDER
Series1,
Male,
6
Series1,
Female,
13
RESIDENCE
Series1,
Asia,
1
Series1,
Europe,
1
Series1,
UK,
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ORIGIN
Series1,
Latin
America,
1
Series1,
Usa,
1
Series1,
Asia,
1
Series1,
Middle
East,
1
Series1,
Europe,
4
Series1,
UK,
11
EDUCATIONAL
STATUS
Series1,
have
secondary
education,
7
Series1,
have
tertiary
education
min
Bachelor
degree,
12
OCCUPATIONAL
STATUS
Series1,
complementary
therapists.,
5
Series1,
civil
servant,
1
Series1,
ofNice
Series1,
administrator,
1
accountants,
2
Series1,
paramedic,
1
Series1,
Series1,
psychologists
(1
proprietors
of
Series1,
artist,
1
currently
own
businesses,
2
unemployed),
3
Series1,
skilled
manual
workers
Series1,
student,
(1
currently
1
unemployed),
2
18

19.
AGE
Series1,
50-­‐54,
2
Series1,
45-­‐49,
3
Series1,
40-­‐44,
2
Series1,
35-­‐39,
5
Series1,
30-­‐34,
4
Series1,
25-­‐29,
2
Series1,
20-­‐24,
1
Graphics taken (Gabriela Dona, 2010)
After evaluating the above statistics we can see that majority of participants in
HTI are females with range of age from 35-39 from United Kingdom, most of
them middle class, and with clinical background as Complementary therapists
paramedic, psychologists among others.
At the moment, HTI is not promoting successfully their products and services,
more than some digital platforms as the main website, usage of LinkedIn and
Twitter account where their products are displayed but its missing
engagement interaction and relevant content in the current strategy HTI is
using to sell the service.
Specific Profiles:
Gender Origin Residence Age Professional expectations
Female Europe UK 35- 39 Formerly psychological
professional, moved to
commercial application,
seeking to return to clinical
application with new
approach of hypnotherapy
Male UK UK 30 - 34 Formerly computing
consultant, now proprietor of
own computer consulting
business, trained in NLP,
seeking to expand/move to
human rather than virtual
problem-solving
19

20.
Female UK UK 45 – 49 Homemaker, children now
adult, trained and practising
in complementary therapies,
seeking to expand services in
this area by offering
hypnotherapy
Graphic taken from “(Gabriela Mata, 2010)
MAIN WANTS AND NEEDS OF PARTICIPANTS:
Most participants want to advance their career, especially care professionals
who have a desire to use hypnotherapy along with their current speciality.
Some of the participants just want to gain this skill for their own personal
use. (John ButlerB).
Practicing therapists who wish to upgrade their skills and refresh / add to
their knowledge. Some practitioners undertake our courses to retrain in an
in-depth approach to hypnotherapy as they recognize that their previous
training(s) were wholly inadequate for the demands of professional clinical
practice. - (Butler 2010)
“Individuals who have recently retired and who are looking for a “retirement
career” or “third-age career” with perhaps financial pressure to generate
some income in their retirement. Some of them want to work only part-time
as they can do with hypnotherapy.” (Marta Tolosa, 2010)
“According with the information provided by HTI, the participants are “seeking
personal development and most seeking to move career, expand existing
career either immediately or in future”. In the charter of the company, HTI
actually offer develop “great subconscious resources of every person to
enable them to live fuller, happier, more successful lives
“According to the participant of HTI who was contacted via e-mail, she
expected to receive more tips about hypnotherapy, update information of the
field, material related with the topic and also more insides of HTI’s professors
and experts. It was particularly important that this participant mentioned John
Butler as a figure that can attract customer’s attention with emotional
messages.”
“According with the information provided by the HTI participant via e-mail, her
wants and needs are not related with the content of HTI’s digital platforms.
Actually, the information in all of these digital platforms are not updated
regularly, and is very limited to rational information about the courses they
offer, and general data about the company.”(Gabriela Mata, 2010).
CHANNEL MIX
So far the main channel that HTI is using right now is Main website
www.hti.com which applies for all territories. They are also using LinkedIn to
20

21.
main connections with other students, twitter and a blog but these channels
are still underdeveloped. Most of the students would use the website and
connect through LinkedIn.
HTI uses search engine optimization, and promotes through print advertising
and word of mouth.
Using a search engine is the only way to connect these mediums because
they do not offer portals to link to other channels.
The existing channel in HTI is not strong enough to engage the actual clients.
At the moment they have the Main Website, which is frequently used in order
to communicate with their clients and it involves important information about
the product and service they are selling, Even though the website has lot of
information that can be employed in a different creative and entertainment
way with the purpose of engage their clients with relevant information about
the courses letting people to interact with the qualified profile they can acquire
in terms of credibility, usability, and know-how which I consider is the biggest
competence that differentiates this organization from their competitors, but
also the value of hypnotherapy as its powerful and natural strength to be used
in humans beings.
Regarding to print advertising at the moment magazines and some mail outs
are being used.
From my personal point of view credibility and trust for these kind of educative
organizations is really important and one of the links included in the HTI
website is the training body link which introduces the client to have security,
and well recognition of It. hypnotherapy training institute of Britain’s training
program is also accredited by the American Council of Hypnotist Examiners
and the British Society of Hypnotherapists.
Some perspectives of the current use of digital channels:
“The leaflet, the brochure and the website were showed to some individuals
from different regions.5These are some of the comments:
“It has too much text. I do not even want to read it.”
“It looks like corporate things, it is going to take me long to read it.”
“It doesn´t show all the power that his product has.”
“It is a great product, but needs to be attractive in the materials.”
“If they want to make a difference, they should start with the way in which they
communicate”.
(Martha Tolosa, 2010). Survey about HTI advertising. London, Latin America,
Spain
INTERACTION:
Participants engage with the digital platform in order to get information on the
courses and to interact with John. The most visited platform is the website,
and about one quarter of participants will join LinkedIn in order to talk to John.
(Megan Lowe, 2010)
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22.
HTI in the moment hasn`t taken full advantage of the current digital channels
to allow participants interact with them because the actual strategy is to
implement website as a main source of information about the organization,
courses and products such as Books, CDs and DVDs.
At the moment HTI provide videos, links related to hypnotherapy issues, and
relevant information of professional training team of HTI, also contact details
Link allowing participants to communicate directly with them ,and Twitter.com
and LinkedIn Account to bring the opportunity to general public to link
interesting issues about hypnotherapy these enhance a closer relation with
actual, old and new customers.
But further to the use of these social media channels is to use the data in a
creative and smart way to provide information that involve the needs and
wants of the clients in order to engage them and let them know why they
should go just to HTI as an accredited and important organization of
hypnotherapy.
Regarding to the territories HTI is mainly focused in United Kingdom, but
Ireland has already a main website but it hasn`t been developed at all. It can
be considered challenging for promoting HTI service and products.
MARKET
MAIN COMPETITORS
“Our main competitors are the London College of Clinical Hypnosis
www.lcch.co.uk and The UK college of Hypnosis and Hypnotherapy
www.ukhypnosis.com
There are substantial differences between the styles and content of different
courses that are not necessarily easy to deduce from an initial study of the
information on websites. There are many schools offering some level of
training in hypnotherapy, often in conjunction with other forms of therapy, for
example, NLP, EMDR, EFT, TFT, etc. Our training program specializes in
hypnotherapy, which we feel requires a minimum of 200 hours exclusively
devoted to the subject of hypnotherapy alone. The other forms of therapy
mentioned above require additional study and training separate from
hypnotherapy training.“- (Butler 2010) and (Moises Nevett, 2010).
HTI training programme provides unique quality of knowledge about
hypnotherapy which requires a minimum of 200 hours exclusively devoted to
the subject of hypnotherapy alone. The other forms of therapy mentioned
above require additional study and training separate from hypnotherapy
training.
US COMPETITORS
In the United States, increasing numbers o medical colleges have started
offering courses in alternative medicine. For example, in three separate
research surveys that surveyed 729 schools (125 medical schools offering an
MD degree, 25 medical schools offering a Doctor of Osteopathic medicine
degree, and 585 schools offering a nursing degree), 60% of the standard
22

23.
medical schools, 95% of osteopathic medical schools and 84.8% of the
nursing schools teach some form of CAM.6
EUROPEAN COMPETITORS
Similarly "unconventional medicine courses are widely represented at
European universities. They cover a wide range of therapies. Many of them
are used clinically. Research work is underway at several faculties," but "only
40% of the responding [European] universities were offering some form of
CAM training (Marta tolosa,2010).
BUSINESS GOALS
− Increase sales of courses and teaching materials substantially
− Increase the numbers of students we train by at least 50% over the next 12
months
− Increase the sales of teaching materials by 70% over the next 12 months
− Draw more students from continental Europe and the USA
− Expand the market to medical, dental and nursing professionals
− Expand the market to the corporate sector
− Increase our visibility and activity on the Internet
− Increase the rate of conversion from online enquirers to committed trainees
− Market hypnotherapy products (CDs, DVDs, books, etc.)
− Disseminate information and increase discussion on hypnotherapy
CREATIVE CONCEPT:
“Know Yourself Better”, this is a training course to let you know about
“understand”, ‘learning” and “healing”. (Cheung Woo Yee, 2010).
The creative concept of HTI’s current digital platform is to try to use social
media as much as possible in order to reach potential customers.
(Megan Lowe, 2010)
6
Medical education, Thefullwiki.org. Alterantive medicine.
23

24.
PHASE II
Target Territories
“HTI will primarily be targeting International Territories as well as the UK and
Ireland where most students currently come from. HTI would like to increase
the number of students from Continental Europe, the US, Asia, and the Middle
East. (John ButlerB)” (Megan lowe, 2010).
“The use of alternative medicine in developed countries appears to be
increasing. The term "alternative medicine" is generally used to describe
practices used independently or in place of conventional medicine. The term
"complementary medicine" is primarily used to describe practices used in
conjunction with or to complement conventional medical treatments”
(Marta Tolosa, 2010).
Alternative medicine Map
Graphic taken from (Marta Tolosa,2010).
• USA
A 1997 survey found that 13.7% of respondents in the United States had
sought the services of both a medical doctor and an alternative medicine
24

25.
practitioner.7 (View Annex 7)
• UK
A British telephone survey by the BBC of 1209 adults in 1998 shows that
around 20% of adults in Britain had used alternative medicine in the past 12
months.
In defining complementary medicine in the UK, the House of Lords Select
Committee determined that the following therapies were the most often used
to complement conventional medicine: Alexander technique, Aromatherapy,
Bark and other flower remedies, Body work therapies including massage,
Counselling stress therapies, hypnotherapy, Meditation, Reflexology, Shiatsu
and Yoga.
Many people utilize mainstream medicine for diagnosis and basic information,
while turning to alternatives for what they believe to be health-enhancing
measures” (Marta tolosa, 2010)
Target Participants
“Regarding to the three territories designed for extending the Hypnotherapy
market the participants are going to be those who need this service for their
lives improvement through a combination of Hypnosis and therapeutic
intervention, so here the client (Professionals in related backgrounds,
students, general public, housewives linked with people retired from their
jobs) will acknowledge how a patient can have a positive change while the
patient is deeply relaxed in a state of suggestibility called trance.
Therefore, HTI has three different kinds of participants, and for each of these
participants, it’s necessary to build a general profile.
General profile of participants that wants and needs personal
development:
• UK and USA residents
• Individuals between 30- 65+
• Middle class
• Tertiary education mainly in careers related with psychiatry and
therapists
• Searching personal and professional development
General profile of prospective participants in the corporate sector:
• UK and USA residents
• Individuals between 30– 55
• High executive
• Upper class
• At least tertiary education
• Searching stress management and professional development
General profile of prospective participants in the health care sector:
• UK and USA residents
• Individuals between 30- 55
• Doctors and practitioners in anaesthetics, dental care and psychiatry
7
Journal of alternative and complementary medicine. (1995). USA. Mary Ann
Liebert, Inc.
25

26.
• Upper class
• At least tertiary education
• Searching professional development “ (Gabriela Mata, 2010)
Digital Profile:
In The United Kingdom is very popular to use search engine marketing to find
any type of issue related to hypnotherapy as an example in youtube.com you
can find hypnotherapists whom have advertised their own business by Pay
per click with a company named Leadpros where the customer can find his
name through writing different keywords on the search engine like smoking,
hypnosis, disorders, weight loss, stress or hypnotherapy, and with this tool
they can find customers from different geographical areas and also people
who have interesting issues to make businesses, so is one of the popular
channel used by hypnotherapists to advertise their services in a successful
way.
UK citizens have high participation in online channels (videos, blogs, social
media networks, e-mail, search engine optimization, among others), one of
the reasons is that population can carry out more activities via internet
because is easier due it saves time, and replace traditional channels like
television, radio which means that part of the population is growing in online
channels, for example those citizens with internet access at home are more
likely to participate in different services, events than those how don`t have.
Some general metrics and statistics of United Kingdom provided by the online
service StatCounter.com, shows the digital media usage of this target
territory:
Graphic taken from (Gabriela Mata, 2010).
Google range the five search engines that United Kingdom consumers use to
navigate in the web.
The first social media network used in United Kingdom is Facebook:
26

27.
Graphic taken from (Gabriela Mata, 2010)
“The analysis of twitter platform usage is relevant to the market research,
because the first step to build media buzz will be through followers of HTI in
this network. The idea is to spread the brand message via selected
connectors (in this case, influential persons related with the hypnotherapy,
health care, and corporate sector).
By the other hand, and according to a Nielsen statistics reports about what
Americans do online, the results shows that they “spend nearly a quarter of
their time online on social networking sites and blogs, up from 15.8 per cent
just a year ago (43 per cent increase) according to new research released
today from The Nielsen Company. The research revealed that Americans
spend a third of their online time (36 per cent) communicating and networking
across social networks, blogs, personal email and instant messaging”.
(Gabriela Mata, 2010)
Top 10 Sectors by Share of U.S. Internet Time
RANK Category Share of Time
June 2010 Share of Time
June 2009 % Change in
Share of Time
1 Social Networks 22.7% 15.8% 43%
2 Online Games 10.2% 9.3% 10%
3 E-mail 8.3% 11.5 -28%
4 Portals 4.4% 5.5% -19%
5 Instant Messaging 4.0% 4.7% -15%
6 Videos/Movies** 3.9% 3.5% 12%
7 Search 3.5% 3.4% 1%
8 Software Manufacturers 3.3% 3.3% 0%
9 Multi-category Entertainment 2.8% 3.0% -7%
10 Classifieds/Auctions 2.7% 2.7% -2%
Other * 34.3% 37.3%-8%
27

28.
According to the statistics online service, StatCounter, in United States the top
search engine is also Google:
(Gabriel Mata, 2010)
“According to the information provided by some HTI participants – which are
part of the first group of prospective participants, related with hypnotherapist
and hypnosis field – the principal usage of creative digital concept is self-
promotion and information about personal development. They create blogs
oriented toward business purpose. Some of these participants are engage
with HTI’s digital platform, mainly via Twitter.
Based on an experimental study done via twitter research with some
prospective participants of HTI, the digital content of anaesthetics doctors and
dental care professional is focus mainly in self promotional websites in which
they offer products and service related with their fields. This experimental
study was done using the twitter account of the Royal College of Psychiatrists,
and the association of Dentistry Research in UK”. (Gabriela Mata, 2010)
“The republic of Ireland has a rich media due its small population 3.8 millions,
they have 12 national newspapers, and 60 regional newspapers, 150
indigenous consumer magazines and nearly 50 indigenous book publishers.
Ireland has four national television stations, five national radio stations, and
dozens of regional radio stations, also exist an increase presence of internet
is popular and diverse and is competing with magazines, books, newspapers,
radio and television, even though the presence of internet is growing offering
opportunities to contribute services, products and ideas to the public, so in
Ireland communications will continue circulating, commercially and sometimes
as a result of the government and investment.
28

29.
These are some of the statistics of Ireland in terms of advertise services by
Internet:
Number of Individuals with computers 1,360,00
0
Computers per 1,000 354.1
Number of Individuals with access to 784
internet
Internet access per 1,000 204.1
Internet Consumption (minutes Per 23
Day)
From my perspective HTI can use as a digital channel Internet which have
good presence in Ireland but also advertising services such as magazines
and newspapers can be useful due is a popular offline channel and as HTI
has just established there so I think can be a good start to use a mixture of
both.
HTI has wide different options to communicate, promote and advertise it
service and product in different territories with really amazing opportunities to
retain more customers and keep them engaged with the brand.
At the moment, clients do not have much content to interact with HTI they
have just flyers for information, main website and brochure where you can find
all what hypnotherapy involves, which courses do they offer, prices, and the
information provided in the main website which promotes in some way their
courses, books, and CD`s etc, some of the main things mentioned in the
website is the training body of professors they have, which kind of service
they are providing but also it needs to be more creative to led clients interact
with the organization as well as to allow them to express their suggestions
and experiences of the service they are receiving and the one they will like to
have as for example with a Blog ,forum or membership.”(Erika Raigoso,
2010).
FIELD AND DOMAINS
“Some competitors for HTI are as follows:
§ The UK College of Hypnosis and Hypnotherapy
§ The Surrey Institute of Clinical Hypnotherapy
§ The London College of Clinical Hypnosis
These institutions all have similar fees for their courses, and all claim to be
accredited.
Only one, the UK College of Hypnosis and Hypnotherapy, has any sort of
social media or other type of marketing on their site – this particular institution
uses both Facebook and Twitter. The UK College of Hypnosis and
Hypnotherapy also has a great website design, which HTI could draw
inspiration from for improving their own website.
The Surrey Institute of Clinical Hypnotherapy and the London College of
Clinical Hypnosis both have rather poor site designs for usability, and neither
29

30.
seems to link to any other sort of digital marketing platform.” (Megan Lowe,
2010)
“The most inspiring organization in this field is The UK College of Hypnosis
and Hypnotherapy. They have presence in several digital platforms: website,
Facebook, Twitter, blog and LinkedIn, and in every platform they keep the
image concept of the brand. They also promote participants interaction via
discussions forums, and engagement with surveys, videos, updated
information related with the hypnotherapy and hypnosis field. With these
interaction tools, the organization has the opportunity to know wants and
needs of their participants. In general, all the image concept of the brand has
consistency in their digital platforms” (Cheung Woo Yee, 2010).
“In general, these digital platforms have very creative concept that
promote the engagement of the participants: Simple Machines (the concept
behind the Museum of Science + Industry in Chicago), Waterlife.nfb.ca (a
National Film Board of Canada website related to the water life), We Choose
The Moon (an educational website of AOL), Your Life, Your Money (a PBS
website about young people with economic challenges). All these websites
have educational purpose. Some ideas about the design and the information
distribution can be applied in the new concept of the HTI brand, and the digital
platforms.
As potential strategic and creative alliances, it could be interesting to
analyse the opportunities to expand the product and service to new markets
as United States. A joint venture with a high standard hypnotherapy training
there could be evaluated. With this marketing strategy is possible to reach a
new market with the know-how, human resources skills, and infrastructure of
the possible partner.
According to the information provided by HTI, the gatekeepers and
creators of the hypnotherapy field are “Dr. Fritz Perls, founder of Gestalt
Therapy, Dr. Carl Rogers, the principal figure in modern counselling and Dr.
Alexander Lowen, founder of Bioenergetics”. (Gabriela Mata,2010).
Most influential players:
Dr. John Bulter who is the director of HTI and the only licensed teacher of
Transforming Therapy.
Most Effective digital platforms:
HTI existing: Twitter and LinkedIn
Suggestion: Facebook, Blog and forum, Articles and Landing Page
Most Effective digital platforms:
The London College of Clinical Hypnosis
The UK College of Hypnosis and Hypnotherapy
30

31.
Inspirational creative concept:
“Know Yourself Better” is the theme of the hypnotherapy training course which
can let you know about “understand”, ‘learning” and “healing” process.
Potential Strategic and creative alliances:
Generates a “Know Yourself Better” event with the other members of Institute
for Complementary Medicine. Current customer can share their opinion with
the potential customers face to face and an opportunity for them to practice
their skills. This is also a chance to do the alliance with the members of
Institute for Complementary Medicine in different field to get a cooperation
relationship for the future business and strategy.
Through this event, it can introduce a message to the public what is hypnosis
and how to use it in the real life. Videos and pictures of this event will be
uploaded to the Facebook and website. For people who respond and show
interest in the Twitter and Facebook, they will be invited to have a free lesson
and let them to experience of the power of hypnotherapy.”
(Cheung Woo Yee, 2010).
ALIGNING GOALS WANTS/NEED
“HTI seeks to build credibility in the field of hypnotherapy and to differentiate
from other institutions. This is very well aligned with the wants and needs of
the target participants, who are seeking to obtain a quality education in
hypnotherapy and practice it either professionally or personally. Through
obtaining the two goals previously stated, HTI can achieve the third goal,
customer acquisition. This is because, in theory, more students will be
registering for courses when they see that this is a legitimate and respectable
institution.” (Megan Lowe, 2010).
Target participant would interest on the information of hypnotherapy.
Website,Blog and articles and social network teach the right concept and
usage of hypnosis. They would like to engage with existing customers and
graduates through several digital channels in order to gather the information
of the HTI. (Cheung Woo Yee, 2010).
OPPORTUNITIES
• “A channel to exposure more potential customers to learn
hypnotherapy in HTI
• Providing specific seminars, master classes and online teaching
materials
• A way to differentiate their professional status and highly qualification
image
• Cost is relatively low and it is easy to sign up for a social network
account.” (Cheung Woo Yee, 2010).
31

32.
“HTI can redefined the website for the client so they can feel ownership with
the service and product implementing different channels such as: blogs where
they can see what is happening around the world with hypnotherapy as news,
events, etc. Developing forums where people can express themselves like
suggestions or recommendations, and videos with true testimonies of how
hypnotherapy change their way of life with some new creative ideas that
make people interested in the concept and benefit HTI want to transmitted.
(Erika Raigoso, 2010).
.“Many entrants have previously worked in a related profession, such as
social work or the health and social care professions. There is a growing
demand for hypnotherapists, with increasing referrals from GPs, dentists and
private health insurers.8 (Marta Tolosa, 2010)
-One of the main target market they have are professionals with clinical
background HTI should give an additional value to them in order to retain
them, for example to create a space inside the website just for graduates
where HTI promote available courses, seminars, talks , conferences for them
offering cheaper prices for them, so in each season of the year graduates can
have the opportunity to meet new people in these events so they can join a
network with possibilities of Jobs for example. (Erika Raigoso, 2010).
Potential strategic and creative alliances:
“Some of the most important considerations to take into account in order to
provide learning opportunities for talent at all levels of development are:
• Consolidate the sector as a career;
• Entering into the sector;
• Emerging from fulltime study with a creative practice but little business
insight;
• Established but needing to reinvigorate the creative practice and
business;
• Advanced: people looking to develop their ability to lead.”
(Marta Tolosa, 2010).
• Increase the profile of Creative Alliance with learners, employers and
stakeholders through new online services and marketing promotional
activities, developing a new business model and introducing a more
commercial approach to developing and delivering learning
provisions. (Erika Raigoso,2010).
CHANNELS
The channels with most appealing to reach, engage and make brand
awareness opportunities in the market are the following:
“Website. It needs a complete renovation, to build a DB of people who
visit us, register and other fields to interact more with the user. We
need to make the most of our site, because none of the competitors
have a well presented website. All of them look old, like antique
PowerPoint presentations. HTI needs to be the first and the best in the
8
(2010).
The
UK´s
offcial
graduate
careers
website.
Http://www.prospects.ac.uk.
32

33.
market with an outstanding presentation.
It needs appealing content, use of multimedia and content generated
by consumers.
• Twitter and Facebook account. Due to the constant movement of
messages in those media we could start updating all the discoveries
that HTI have made in this area, every class students and professors
can enrich the content, creating a community. Also announcing new
events, the courses, and promos with certain materials.
Also we should contact the leaders to talk for a day about our product,
gaining more followers.
• Medical e-journals. Some presence with the evidence of our famous
effective cases. Results of research into benefits of hypnotherapy are
being published in medical journals. We should seize this fact and
publish our goals in medical newspapers.
• Careers sites. We should appear on these sites, not only as an option,
but with engaging banners about the subject.” (Marta Tolosa, 2010).
• “E-mail marketing, such as a newsletter for current students,
incoming students, and graduates
• Affiliate marketing through other reputable hypnotherapy websites
• Search Engine Optimization for Google and search engines that are
popular in other target territories.
• Facebook, especially to reach international participants.
• YouTube channel, to show videos of successful hypnotherapies and
possibly even portions of classes
Most of these channels are very inexpensive. The website design
would probably be the most expensive, but it would be the most
important. These would all be suitable in every territory, as well.
However, it is easy to find translation tools online in case HTI did need
to publish or post something in another language.
In addition, all of these things mix together very well. The newly
designed website can link to Twitter, Facebook, and YouTube, and it
can also have a link to sign up for the newsletter and to go to the
affiliate website.”
( Megan Lowe,2010).
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34.
PHASE 3
REACH OPTIMUM DEFINITIONS
1. The Product/service/ issue
- HTI offers highly qualified hypnotherapy training
2. Participants
- Students, who want to experience personal growth, have an alternative
career in helping others and medical professionals who want to expand on
their careers.
3. The Context
3.1 Existing and Target Territories
- Existing targets territories are UK, Ireland and US. They want to expand on
their current territories and to Europe.
3.2 Existing Channel Mix
- Word of Mouth, Website, Blog, LinkedIn, Twitter, YouTube videos, SEO
4. The Concept
- Personal growth and career development.
4.1 Current participant journey and interaction
- Client’s search à HTI website à Initial interaction.
5. The Company’s Goals
- Increase sales, awareness and credibility.
ANALYSE THE CHANNELS
Best Practice Guides:
- SEO & conversion rates
- Facebook / Twitter
- LinkedIn
- Blogs
- Content Publishing
EXTRACT A BLOCKED MISSION
IDM Mission
Our mission is to create a marketing strategy which segments between
different markets needs and increases awareness, increases sales and
credibility.
What makes it challenging? What are the blocks?
From HTI perspective:
- Low promotion
- Web site is poorly designed: monotonous and unappealing
- Not certified by any government monitored branch
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35.
- Lack of recognition
- Visually unappealing
- Message is inconsistent and targeted to a too wide audience
- Business objectives need to be narrowed down and made clearer
- John’s time split between teaching and promoting HTI
- No brand endorser
- Lack of using social media
- Brand personality needs refreshment: people like to try new things
From the environment:
- Negative images or messages about hypnotherapy
- No interest from youngsters (who is going to be their client in the near
future?)
- Religion as well as many new alternatives offer different way of healing (lots
of alternatives ways are competing for the interests)
-Quick response from competitors (copying the strategy)
From clients’ perspective:
- Misperceptions about what hypnosis is
- Lack of knowledge on the benefits and uses
- Under-qualified practitioners, Charlatans, quick-fix courses
- Strong culture background that cannot accept inappropriate way of healing
UNBLOCK TO OBTAIN MISSION SOLUTIONS
FREE REFRENCES
Music? Therapeutic and relaxing , make it feel more modern.
Place? Stressful cities, New York, London, High-stress areas, big cities,
Moscow.
Food/Drink? Green Tea, Porridge, Fajitas, Avocados. Light food, home
cooked meal, herbs, weed.
Dance? Ballet, Slow dance, tribal dance, Tai Chi.
Tale? Jungle Book, The Bible (Adam&Eve), Sleeping Beauty, Vampires
(Twilight).
Film? The Mentalist.
Play? Lion King, Cirque du Soleil.
Objects? Pendulum, Pocket watch, Sofa.
Alternative uses:
Military / Police interrogation
Resilience training to face adversities
Metaphors:
“Look in to my eyes…”
“Empowering people ”
Product service issue:
- Powerful
- Engaging
- Effective
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- Enlightening
- Intangible
- Gentle
- Respectful
- Innovative
- Therapeutic
- Relaxing
Symbol:
“Eye”
“Lilli on a pond”
Our HTI is as… as
… drugs
… Quueg
… alternative medicines available today
… meditation
… feeling, emotion, brand
… satin shirt, soft
… religion
… Toyota
… classic music
… spa
PROVOCATION
What if we…
Depersonalize it?
- It could have higher success.
Make it visible?
- Easier to understand, more acceptable and trustable. The benefit should be
simpler and easier to believe (showing hypnotherapy in a surgery room can
cause rejection and rise questioning). However, many people will be attracted
to hypnotherapy for other, more common purposes, (i.e. can be used in a
good way to stop bad habits) If HTI talks about these usages can get closer to
a person by appealing to an “everyday” need, and also, it will be easier to
believe the effects of hypnotherapy applied for a simpler purpose.
Add sex appeal?
- Visually more appealing (look in to my eyes with French accent).
CONFRONTATION
What is it?
-HTI is the institution
-Hypnotherapy is the service that they provide as the product
-Have the highest standards for clinical professionals
-British
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-Accredited
-Medicine skills provider
-Training Institution
-Trains to become “Hypnotherapists”
-Hypnotherapy is a technique that unblocks your consciousness to be aware
and be in touch with the subconscious.
What HYPNOTHERAY it is not?
-Not magic
-Unnatural
-Fake
-Shenanigans
-Dubious
-Not yet medically associated with neuroscience
WHERE does it happen?
-HTI is currently in England and Ireland
-But, HYPNOTHERAPY can happen everywhere
WHERE does it NOT happen?
- The Belgium government restricts by regulations that STAGE HYPNOSIS
cannot be misused as performance or for entertainment purposes.
- The Catholic Church does not encourage un-orthodox “faith healing”.
WHEN does it happen?
- When a person wants to grow
- When a person wants to improve
- When a person starts to believe
- When a person runs out of options
- When a person is desperate to be healed
- When a person is in search for enlightenment
- When they want change and to make a difference in their life
- When they want a different experience
- When a person goes through a traumatic experience, then the need to get
over and be healed emotionally and psychologically of those traumatic
experiences are recognized.
- Relaxed, shock
WHEN does it NOT happen?
- When they BLOCK the concept
- When they are not open-minded
- When they don’t believe in it
- When a person’s personal need to improve is not recognized
- When its not properly done
- When they hear of a bad experience “hearsay”
- When the information is not from a credible source
- When a person is awake/ fully conscious
- When a person is not relaxed
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HOW does it happen?
- Group sessions
- Individual sessions
- Professional coaching/ teaching sessions
HOW does it NOT happen?
- Not performed on a stage
- Not in a loud place
- Not in a disrespectful manner
WHY does it happen?
- People recovering from trauma / looking for answers
- Person allows it to happen / they are
- When people are not satisfied with their skills
- They’re looking for something new
- Happens to HTI because of the accreditation
- People have trust in hypnotherapy because of previous experiences
Why does it NOT happen?
- People don’t trust / believe in hypnotherapy
- People find better alternatives to hypnotherapy
- Loss of credibility
- If hypnotherapy doesn’t deliver what it promises
- Absence of John Butler
WHO causes it to happen?
- John Butler & staff
- HTI
- HTI students
- Professional hypnotherapists
- People who like to explore new things
WHO doesn’t cause it to happen?
- Charlatans
- Under-qualified people
To WHOM does it happen?
- Alumni & Students
- Victims, traumatized people
- People in search for enlightenment
- People who want to improve themselves
- Medical professionals, practitioners
- Retired people
To WHOM does it not happen?
- People not willing to learn
- Close-minded people
- People satisfied with their life (emotionally satisfied)
- Old fashioned minded
- People who don’t believe in it
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- People who don’t know about it
SENSORY TOUR
What does it look like from our perspective?
- Relaxing
- Beach
- Mountain
- Cloud
- Air
- Lake
- Trees
- Nature
How does it look like from the company’s perspective?
- They provide information on hypnotherapy in a professional manner
- Wooden room
- Mist
How does it sound?
Participants’ perspective:
- Water
- Birds
- Wind chimes
- Wind
Company’s perspective:
- Money
- Happy people talking in class
How does it smell like?
- Jellybeans
- Peppermint
- Jasmine
- Fresh breathe of air
- Rain on a summer afternoon
- Like the sea
- Clean, fresh
- Hospital
- Antibacterial soap
How does it taste like?
- Water
- Water from Mountain River
- Refreshing water
How does it feel like?
- Wet rock from the sea
- Seaside sand (wet sand)
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- Lotion (olive oil on your skin, body oil)
- Floating on a cloud
How does it feel like (emotionally)?
- Sleepy
- Relaxed state of mind
- Free, Freedom
- Peace
- Light
- Aware
- Senses were more heightened
- Quiet
- Peaceful
TRANSFORM THE MISSION SOLUTIONS INTO PLATFORM
PROPOSITION (S)
“Freedom from your inner limitations”
1. New Channel Mix
Endorser:
- Brand Image
- Sex appeal
- Testimonial
- Current patient, past patient, bloggers (social endorser)
We will use endorsers in different fields: former students that are currently
practicing, alumni that have discovered great growth thanks to their
hypnotherapy studies, doctors or psychologists that have used hypnotherapy
as part of their practice.
KEY CREATIVE CONCEPT
New creative concept ideas
- Enables you to access your inner abilities
- Heals and enables personal growth
- Sets you free / releases from your limitations (inner & emotional limitations)
- Release, Free your mind, Achievement
- Acquire skills for personal use and to help others
- Lion tamer
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Emotional Benefit:
Main benefits: Self Confidence, Achievement, Relief, Endurance, Freedom
Selected benefit: Makes you a “sustainable human being” (you become
confident in yourself you know that you have the ability to endure anything
that lives present you)
Functional Benefit:
Main benefits: Clears your mind, Control your mind, Heals your mind
Selected benefit: Clears your mind because the process erases any past
experience and perception that may be blocking your life or holding you back
not allowing you to be self aware of your inner capabilities.
EMOTIONAL + FUNCTIONAL:
HTI makes you a self-confident (endurable) person because it clears
your mind from your perceptions.
Call to action: Clear your mind/reset your mind.
JOURNEY:
A man was born from nature, provided with an inner wisdom to embark on a
journey of life.
He starts feeding his mind with what he thinks are the journey’s own hazards;
there are just too many things to worry about.
He travels around to find answers. The further he goes, the heavier his
burden.
But wherever he goes, he would always finds places, that ancient cultures
knew about.
Places where a cleansing vapour clear his mind, connecting him to an inner
wisdom, showing him he can be set free from his own perceptions. That he
has the power to control his Journey.
This vapor makes him confident that whatever happens he will be able to
succeed.
HTI is the vapor that builds Sustainable Human Beings.
ATHMOSPHERE:
Nature elements, rain, jungle, forest, anything that remind us “the state of
pureness” of the human been symbolized by the state of pureness of the
earth.
SEGMENTATION:
- Professionals (Medical practitioners, Therapists, Doctors etc.)
- Personal growth (People seeking personal growth to improve their lives)
- Alternative careers (People seeking for an alternative career or post
retirement career in helping others)
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NEO PLUS (as a career) – Is a series of courses designed for people who
want to get a NEO certification in their credentials and spread the NEO FOR
A HEALTHY MIND wellness campaign. It is applicable to already Wellness
Gurus (ex. Yoga, pilates, tae-bo gurus who want to add a healthy “mind” to
their teachings and be certified to teach:
a. NEO PLUS
b. NEO PERSONAL
Includes courses with the following:
ü Hypnosis for Therapeutic Transformation
ü Clinical Hypnotherapy Course
ü Advanced Analytical Hypnotherapy Course
ü Upgrade Training Course
This option will include a business franchising model if they want to practice in
their own countries
Market Potential: Sample Potential
NEO PLUS UK US Total
Yoga teachers 3,000 70,000 73,000
NEO PRO (for medical use) – Is a series of courses designed for people
who want to ADD a NEO certification in their existing medical credentials and
spread the NEO FOR A HEALTHY MIND AND BODY medical wellness
campaign. It is an organic and natural medicine practice. It is applicable to
doctors, surgeons, dentist, psychiatrists and psychologists.
Includes courses with the following:
ü Hypnosis for Therapeutic Transformation
ü Advanced Analytical Hypnotherapy Course
ü Medical Hypnotherapy Course
ü Medical Hypnotherapy Course for Physicians
ü Hypno surgery for surgeons and anaesthetists
Market Potential: Sample Potential
NEO PRO UK US Total
Dentist 19,000 247,767 266,767
psychiatrists 3,000 41,000 44,000
Surgeons 19,511 661,400 680,911
Total 41,511 950,167 991,678
NEO GROW (personal growth) – Is a series of courses designed for people
who want to purify, heal and change their lifestyle through having a healthier
MIND. This course helps cure many psychological issues that stunt’s people
growth (help to move on to a “better you”) examples:
a. Weight Loss
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b. Smoking Habits
c. Drug Addiction
d. Stress Related Diseases
Includes courses with the following:
ü Hypnosis for Therapeutic Transformation
ü Clinical Hypnotherapy Course
ü Advanced Analytical Hypnotherapy Course
NEO GROW UK US Total
Broad Age 15-65 41,020,711 205,794,364 246,815,075
Market
Niche People 29,190,000 138,641,000 167,831,000
Market employed
Niche Births a year 700,000 4,300,000 5,000,000
Market
Franchising model for HTI
Study case: Patrick Holford and his Institute for Optimum Nutrition.
Patrick Holford is a best-selling author, media commentator, businessman
and founder of the Institute for Optimum Nutrition (ION), which has trained
most of the UK's "nutrition therapists".
Holford's success is having presented nutritionism as a scientific discipline in
the media, and having forged links withh some British universities such as
Luton and Teesside.
According to its website, ION, is a "not-for-profit charity dedicated to the
furtherance of the principles of optimum nutrition and to advance the
knowledge and practice of nutritional therapy as a treatment complementary
to traditional forms of medicine".
The ION runs courses and workshops in nutrition. They also publish a
magazine called "Optimum Nutrition" four times a year. The ION provides lists
of "approved" nutritionists in the UK, although nutritionist is not a protected
title and therefore the Institute has considerable autonomy regarding who they
choose "to approve".
The Institute for Optimum Nutrition's official purposes are:
- To advance education of the public and health professional in all matters
relating to nutrition
- To preserve and protect the health of the general public by giving advice,
assistance and were necessary treatment through nutrition and nutritional
therapy
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ION offers a number of courses:
The Nutritional Therapy Diploma Course (NTDC), a three-year and part-
time course, meets the requirements for professional registration.
The NTDC prepares students in the scientific theory and practice of nutrition.
The course focuses on nutrition's role as a preventative health strategy, and
its therapeutic application as safe, effective natural medicine. As a part-time
course, students are able to continue to work as they study, being required to
attend lectures and seminars on a monthly basis and work on assignments
from home.
The Science Access Course provides science up to A level standard, which
is an ideal way for students to gain the fundamental science background to
enable them to undertake the NTDC course. The course focuses on aspects
of biology and chemistry that are relevant to nutrition. Students can choose to
do the course over 6 or 9 months or in 3 months over the summer - in
attendance or distance learning modes - and can do one or both sciences,
depending on their background.
The Home Study Course is designed for the general public and health
practitioners. It teaches the fundamentals of nutrition and health, providing
knowledge to empower the learner to recognize and address the dietary
implications of common health conditions and to put together an optimum
dietary programme.
When we analyze ION, we realize that Holford built a "nutritionist world", a
"nutritional army" through his organisation. Indeed, most of the celebrity
media nutritionists stand in the shadow of him and ION. Columnist Dr John
Briffa has attended training courses at the Institute of Optimum Nutrition
(ION), and now gives lectures there; the Food Doctor, Ian Marber MBant Dip
ION gained his qualification at ION; and so did the Channel 4 Diet Doctors,
Vicki Edgson Dip ION and Dr Wendy Denning.
On the website, we can "have access numerous skilled practitioners from
around the UK and abroad - ALL GRADUATES FROM THE INSTITUTE FOR
OPTIMUM NUTRITION and are qualified to offer you expert advice and a
tailor-made programme to help address your particular heath concerns".
Holford's intention is "to offer the world's best training for nutritional
therapists". On the website we can "find a Nutritional Therapist near you" and
"find a Nutritional Therapist outside the UK".
In UK, hundreds of Nutritional Therapists are registered as follow:
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