Marketing focuses on the consumer and Category and Sales focus on shoppers and the retailers, right?
In this era of rapid change, marketers have to be multi-skilled, versatile and have the end in mind – when their product is purchased. This means that they not only need to understand consumers, but also shoppers and importantly, retailers.
Our training aims to develop marketers into capable business managers who understand how to leverage all the consumer touch points right up to the point where the product is purchased – whether that’s in a bricks and mortar retailer, or from their smartphone.
"You can't just ask customers what they want and then try to give that to them.
By the time you get it built, they'll want something new."
Brand Building Boot Camp
At the heart of any successful marketing program is a strong brand. Staying relevant in this changing environment is ever more challenging. And the arrival of more and more small brands marketing to the niche can feel like “death by a thousand cuts”. This program provides a practical look at the health of your own brand and provides a step-by-step approach to building a powerful brand whilst examining real life examples bring it to life.
The importance of understanding your brand
Define what the brand stands for - now and future potential
Understand your brand's assets
The footprint & brand's assets
Brand expression - codes, look & experience
How to go from brand building to selling
Understanding The Consumer
Do you think you know your consumer? When we ask our clients, most say yes. But delve a little deeper and you discover that consumer understanding and insight comes from a U&A study that was conducted in the USA 3 years ago. Hmmm…
Our innovative workshop-style training puts consumer understanding firmly back on the map. Delegates will be required to do some pre-work in the form of consumer safaris from which we will base much of the training. How much you get out of it depends on how much you put in!
How do consumers behave?
What behaviour dow we want to change?
What is an instight? Consumer data vs deep insights
Turning an insight into action
Creating a dynamic consumer understanding culture
We all know that the way consumers interact with media is changing. This is not a new phenomenon. Even before the massive explosion of digital, consumers were already being deluged with too many messages.
Consumers have strategies to avoid unwanted media, for example by pre-recording shows and “time shifting” their viewing choosing whether or not to watch the ads.
Now, consumers are connected all the time, especially the younger ones. Digital media just blends into their lives, entwined in what they are doing.
So how do we effectively engage with them? Again, we need to have the end point in mind – persuasion. We need to have a clear idea on how we want the consumer to act as a result of our communication. Understanding how to engage with consumers across all touch points and how we want them to change their behaviour, right up to the point at which the product is purchased, is at the heart of this program.
Identify consumer touch points
How to engage with the consumer - building a connection
Creating brand impact
Making it relevant
Changing consumer behaviour
Targeting and managing media
"Marketing for a digital world, not doing digital for your marketing"