THIS PROGRAM IS FOR:

 

  • Marketing department leaders looking to improve the effectiveness and efficiency of marketing functions
  • Marketing managers looking to structure marketing activities and increase performance
  • Business owners who want to leverage marketing tools and digital media
  • Any individual with marketing responsibilities or interested to increase knowledge in this area

MARKETING STRATEGY

Set the right goals. 

We will develop marketing goals that support the overall business objectives and look at three levers to deliver growth, two of which are underutilized in most companies.

Toolset

SMART Goals

SEGMENT, TARGET, POSITION

The most important is to know your customer.

The more you know about your target audience, the easier it will be to meet their needs. We will begin with segmenting your market, targeting the right segment and developing a specific value proposition.

SEGMENTING

Divide.

We will go through a segmentation exercise that divides the market into groups of consumers with similar sets of want.

Toolset

Customer Profile Sheet

Segmentation

TARGETING

Focus.

Identify the types of profitable users you can serve most effectively given your current competencies and the level of competition. This will allow you to focus your resources and tactics on the segment you want to appeal to.

Toolset

Targeting – Segment Attractiveness

Targeting – Competitive Positioning

Targeting – Segment Profile

POSITIONING

Tailor.

Avoid “average” products by tailoring your value and choosing positioning based on how consumers perceive benefits and relative positioning of competitors on those dimensions. At the end of this section, you will be armed with meaningful, credible and ownable positioning statements.

Toolset

Positioning Statement

PRODUCT, PRICE, PLACE, PROMOTION

Product lifecycle stage determines your marketing strategy and tactics.

Learn how fundamental decisions such as the 4Ps: product, price, place, promotion impact profitability.

We will explore at how to set goals according to the point in the product lifecycle, decouple input costs and consumer pricing to get premium pricing and higher profitability and combine pull and push marketing for the highest impact.

Toolset

Competitive analysis (4Ps)

Marketing 4Ps

BRANDING

Branding earns you loyal customers.

Among other benefits, your brand helps fight commoditization, compete effectively with “free” or lower cost options and increase loyalty. Learn how to align resources to deliver on the brand proposition.

Decide if and how you want to be part of the consumer conversation about your brand and discover ways to leverage consumer created content.

Toolset

Branding – Brand development

ADVERTISING

How much should I spend on advertising?

What are the best vehicles to use? What is lean advertising? How do I measure success of my advertising plans? This section will help you answer all these questions, and more.

The use and choice of media depends on your objectives or what you are trying to achieve. Learn how to adapt your advertising strategy based on full, partial or lack of attention from your potential customers.

Toolset

Media Advertising

DIGITAL STRATEGY

What you know about your users will change over time.

Your digital strategy should constantly adapt to reflect customer behavior and new technology tools. Learn to perfect your digital funnel to increase the number of customers and inquiries.

Be rigorous about generating, analyzing and iterating clear, compelling and shareable content. Communicate across multiple channels to create and reinforce relationships. Learn the steps of performance analysis and remember it all starts with establishing goals.

Toolset

User journey

Ad tracking

Keyword tracking

Email Campaign Planning

Email Campaign Details

Digital Tools

Digital Content

Scorecard

Social Media Planning

Social Media Calendar

Social Spend Tracking

Social Media Content Tracking

Social Media – Competition

Sessions delivered by

Andreea-pics

Andreea Ciologariu

Over the past decade, Andreea worked and partnered with executives, managers and entrepreneurs to innovative and drive successful businesses.