‘This is the first time marketing has been successfully explained to me’
is just one of the comments from a recent course participant. This full day PRACTICAL workshop (with no embarrassing role play) shows you – using everyday language - how to make more of your marketing. By attending this one day workshop you will be able to REVISE or PRODUCE your own MARKETING ACTION PLAN (MAP)
This fast paced and highly informative workshop is devoted to discovering how the effective use of marketing can substantially improve the PROFITABILITY of your business. During the day, you will discover the TEN KEY STAGES to producing a successful MARKETING ACTION PLAN (MAP)
STAGE ONE: THE MARKETING CONCEPT – WHAT IT MEANS TO US
The changing face of marketing. From transactional marketing to relationship marketing and everything else in between.
This stage is all about getting to grips with the basic concept of marketing. We will define what we mean by marketing and what purpose it plays in the success of our business. We will also consider whether it is a science or an art – thus helping us analyse our previous experiences with marketing.
Stage one also includes us destroying the ‘field of dreams’ myth once and for all. Build it and they will come did not work for Kevin Costner and it is unlikely to work for you. We show you some notable failures including the ‘better mousetrap builder’
Here is where we learn how to exploit and develop the MARKETING MIX – four distinct sections, each one fully explored during the day.
An introduction to the contents of a MARKETING ACTION PLAN
STAGE TWO: THE MARKET PLACE - HOW TO AVOID STANDING ON QUICK SAND
This stage is about helping us understand the ever - changing market place (quicksand) in order we can respond accordingly and profitably. In this second section we will also discover how to undertake a market audit where we rank our customer’s profitability and to start to consider the benefits of a customer perception survey (what do current customers know you for) enabling us to ‘position ourself in the market place’
Here is where we also look at introducing (or revising) our Vision and Mission statements
STAGE THREE: THE PRODUCT OFFERING - IS IT STILL RIGHT FOR THE MARKET
The product offering is far more than simply supplying the product or service to the client or customer. The product is only one part of the offering. During stage three, we identify the 5 types of BENEFITS and how to select the right one – this is what customers buy.
We will also:
- Identify your USP and UPB
- Plot your Product Life cycle – so you know when your product needs revamping
- Discover how to identify the winners and the losers
- Learn why Products Fail – the 6 key reasons
STAGE FOUR: THE MARKETING STRATEGY - MAPPING YOUR ROUTE TO SUCCESS
This stage is all about finding out the customer’s needs (the hierarchy of needs) and then satisfying them.
During stage four we will consider: 
How to identify the customer’s needs –Selecting the right market segment
Hunting for truffles – the 8 most popular marketing research models
Product positioning – the importance of a positioning statement
Competitive analysis – undertaking a SWOT analysis
From cash cow to dog – how to identify winners and losers
STAGE FIVE: MARKETING TACTICS - HOW WE DEVELOP A COMPETITIVE EDGE
In this section we will look at all the key elements of how you create a sustainable competitive edge. We identify the personal attributes that help
you differentiate your products or services from your competitors.
In this stage, we also consider the importance of branding or ‘Selling through your name’. How to create a strong image that reflects the
ethos behind the business.
STAGE SIX: PRICING AND SETTING BUDGETS - THE PRICE IS 'RIGHT'
Probably the most difficult and yet without doubt the most important part of your MAP. Here we consider how to choose the ‘right’ price. From captive pricing (where one lower priced product ie computer printers complements the higher priced inks) to psychological pricing (the infamous .99p)
We also look at how a small change in pricing can have a devastating effect on your profitability. Give a 20% discount and you have to sell 400% more products. On the other hand, an increase in prices by just 10% leads to a 55% reduction in sales effort
STAGE SEVEN: HOW TO MEASURE EFFECTIVENESS - HOW DO WE KNOW IT'S WORKING?
How to undertake a customer perception survey (spontaneous recall and prompted recall) to test the validity of your marketing campaign.
STAGE EIGHT: PRODUCING OR REVISING YOUR MARKETING ACTION PLAN
How to turn SMART objectives into an achievable plan – the key steps to follow
STAGE NINE: WHAT CAN AFFECT YOUR MARKETING PLAN - INCLUDING EXTERNAL INFLUENCES
Finding out how undertaking a P.E.S.T analysis can identify the external influences that could affect your plan
STAGE TEN: MAPPING YOUR WAY TO SUCCESS - THE STRUCTURE OF THE PLAN
Making your business grow – the 10 key stages to producing a structured marketing plan – we provide you with the template to guide you through each stage
Course Objectives:
To improve our understanding of the term marketing
To encourage a marketing led approach to business
To help recognise any weakness in our marketing plan
To produce a marketing plan
By the end of the course candidates will be able to:
1. Know the key elements of the marketing mix
2. Understand what we mean by product positioning
3. Carry out an internal and external audit
4. Identify effective communication channels
5. Produce a market research programme
6. Produce or revise a marketing plan
The TOTAL investment to discover how to produce or revise a marketing action plan is just £199* (NO VAT) per person (with discounts for 2 or more) and INCLUDES: