Advertising, Promotions, and Marketing Communications Sessions Details
Building and Maintaining Brand Equity
- Learn the true meaning of a brand and the art of branding
- Understand the difference between branding and marketing and how they complement each other
- Identify the various "touch points" within your organization that create branding opportunities
- Learn how to turn each employee in your entire organization into "brand stewards"
- Learn the benefits of properly branding your organization
The Importance of Market Research
- Identify the types of market research
- Define relevant data to be collected
- Develop an understanding of data collection and analysis methods
- Use data from internal databases to effectively position a new product or service
- Conduct effective customer satisfaction surveys
- Learn the pitfalls and benefits of working with an outside research firm, as well as what to expect for your investment
Hitting the Sweet Spot: Understanding Buyer Behavior
- Examine the differences between consumer and business markets
- Learn the key factors that influence consumer and organizational buyer behavior
- Analyze your market with a 5-part consumer decision model
- Explore ways to use the consumer decision model to generate effective marketing strategies
Target Marketing
- Explore the reasons why mass marketing is out and niche/micro marketing is in
- Learn strategies for segmenting consumer and business markets
- Distinguish and choose among alternative targeting strategies
- Examine some of the common target marketing pitfalls and how to avoid them
Brand Positioning and Communications Strategies
- Examine the brand assets and shortcomings of your organization in order to create a proper brand position
- Learn how to create a Creative Brief from which to develop your communications
- Understand the benefits of an internal branding program
- Understand communications from the consumer perspective
- Learn how to make your organization's brand work harder for you
- Learn how to communicate your brand through a balanced media mix
Advertising: Media Negotiations and Practices
- Understanding the Albuquerque and New Mexico media landscape
- How to advertise and where
- Building your media buy and budget
PR and Promotions
- Using meaningful stories to communicate with your audience
- Building solid relationships with journalists and editors
- Promotions: loyalty programs, special event give-a-ways, and celebrity endorsements
- The differences between traditional and nontraditional journalism
Guerrilla Marketing and the Web
- Blogs, pod casts, online video, and social networking
- Turning your website into a marketing tool
- Non-traditional advertising, guerrilla marketing, and other ways to create word of mouth
Effective Selling
- Examine the sales arena
- Develop a sales strategy for your company
- Learn key elements of the sales process
- Explore efficient sales methodologies
- Gain tips for building a successful sales team
- Discuss the importance of having an experienced sales team
How to Assess Measurement
- Explore meaningful measurements in the marketing world
- Measurement and your organization
- Evaluating success
