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The 3 most important words in advertising – advertising made easy
Learn the ‘tricks of the trade’ from someone with 35 years experience working in marketing and advertising. With a CIM diploma in communication advertising and marketing, David will show you how to produce cost effective advertising that really works. And he should know, having been involved with the marketing of a number of well know brands in all business sectors, as well as helping, over the past 22 years, many hundreds of businesses in re-assessing their current advertising.
Knowing your ROI when it comes to advertising is essential and yet very few businesses, large or small, can honestly say they truly know the effectiveness of their advertising spend. What this workshop does is to identify a strategy for success.
Using an 8-point template we will consider:
- Reasons for wanting to advertise in the first place.
- What to advertise (not as silly as it sounds)
- Where to advertise on a limited budget.
- How to create loyalty and develop a brand image (overcoming the FUD factor)
- How to produce an advertisement that will sell (just about) anything
Available as HALF DAY Introduction to advertising
Also: Available as a FULL DAY How to develop an advertising campaign
Download pdf learning outcomes
 How to create low cost and no cost publicity for your business – including how to produce a News Release that won’t get binned
One of the most effective ways of promoting a business is PR – or so it seems. It can be hugely successful, at very low cost, or highly damaging, at very high cost. However, if done right, the benefits can be as much as 3:1 over advertising.
 In this workshop, we will consider how to manage the ‘public’ face of the business, looking at a whole host of ways of generating publicity at either no cost or low cost and the rationale behind positive communication and how this can be achieved.
We will discover how to turn negatives into positives, selling your story via the media and after the break learning how to produce a News Release (not Press Release – we’ll tell you why on the day) that creates attention
* How to achieve ‘free’ publicity
* How to be your own PR person
* What to put in a news release that grabs attention
* How to lay out a news release – what to put in and what to leave out
* Useful media contacts to get you started
Available as HALF DAY How to produce a News Release
Also: Available as a FULL DAY - Be your own PR person
Download pdf learning outcomes
Marketing for Profit - 27 steps to marketing success
A fast paced and highly informative workshop devoted to
discovering how the effective use of marketing can substantially
improve the profitability of your business
Participants will learn:
· How to undertake effective market research
· How to identify the target customer and identify their needs
· How to exploit and further develop the marketing mix - the four P's
· What motivates people to buy?
· The secret power of the product life cycle
· More about marketing and what part it plays in the success of your business
Course Objectives:
1. To improve our understanding of the term marketing
2. To encourage a marketing led approach to business
3. To help recognise any weakness in our marketing plan
4. 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
Available as HALF DAY Introduction to Marketing
Also: Available as FULL DAY - 10 steps to producing a marketing action plan
Download pdf learning outcomes
Marketing on the Internet - the value of viral
Today, there is a myriad of opportunity for marketing your business. Undoubtedly, one of the most powerful is the Internet. That’s everything from a Company web site to full blown e-mail marketing campaigns. Join us on this workshop and discover how we can capitalise on the new technology in ways that are simply not possible with more traditional marketing.
During the workshop you will cover:
§ Traditional marketing versus e-marketing
§ Developing relationship marketing – one to one personalisation
§ The value of permission marketing
§ The importance of mind share over market share
§ Turning browsers into buyers
§ How to produce an Internet marketing plan
§ What is viral marketing – and how does it work
You will also learn more about:
* The snowball effect
* Buzz marketing
* MGM – member gets member
* Six degrees of separation / The Oracle of Bacon
* The 3 stages of viral marketing
* Viral technology
* The Insanity test
Available as a special request workshop
Also: Available as a keynote presentation
How to make a powerful presentation - using the POPTA principle
Good presentations win and keep business. However, the fact remains that many presentations can create the opposite to that intended.
This fast paced, highly informative seminar looks at the pitfalls of such a presentation and shows you in 3 easy steps how to structure and present a presentation that will have them saying ‘more’
You will enjoy and benefit from this workshop if you want to:
• Consider different methods for establishing confidence and reassurance as a presenter.
• Distinguish between; lecturing, tutoring, teaching and demonstrating.
• Know the key ingredients of a successful presentation
• Decide how to select the most appropriate visual aid
• Know how to formulate a fail safe method for making a presentation at ‘the drop of a hat'
Available as a HALF DAY - introduction to presentation skills
Also: Available as a FULL DAY - Effective presentation skills including powerpoint
Download pdf learning outcome
How to avoid death by Powerpoint - the curse of Bill Gates
We have all sat through PowerPoint presentations that are scary – really scary, but for all the wrong reasons. Professional presenters call this ‘death by PowerPoint’
 Microsoft’s PowerPoint program has been the biggest blessing or the biggest curse depending on how it is used. Most people use it badly (including Bill Gates - see right) Too much information, words flying in from all directions, transitions that seem to be used purely for the amusement of the presenter and worst of all – using the slides as crib notes.
There are so many positive aspects to Powerpoint – it is a very powerful visual aid. However, for many presenters it is becomes the focal point for the presentation with the audience having switched off ages ago.
So can all this be avoided? Come along to this workshop and learn how to avoid ‘death by PowerPoint’ During the workshop you will learn:
- How to create your own PowerPoint template
- How to choose the most appropriate type face
- How to lay out your slides
- How avoid the overuse of transitions
- How to Insert text and images
- How to add tables and charts
- How to insert animation and video / sounds
- How to use the office assistant to guide you
- How to publish your PowerPoint on your web site
How to maximise taking part in a trade show or exhibition
 A Trade Show or Exhibition can be very rewarding and profitable or a complete waste of time and expensive. They can be an effective method of promoting your business or a time consuming drain on limited resources
Includes:
- Setting objectives – the reasons for exhibiting in the first place
- How to attract visitors to your stand – including hospitality
- Exhibitor’s techniques – tips and trade secrets including the five unbreakable rules
How we communicate and presentation skills – staff motivation
Collecting visitor information – what works and what’s legal
Selling the message – including techniques for avoiding fatigue
Evaluating the results of an exhibition – the aftermath
Available as a HALF DAY - introduction to taking part in a trade show
Also: Available as a FULL DAY - Taking part and staffing a Trade Show
Download pdf learning outcome
Direct Mail that delivers – includes how to get a 30% better return simply by leaving something out 
This workshop recognises that direct marketing is still the number one advertising medium for most business to business (B2B) promotion. During this highly factual (35 years in the business) and fully interactive seminar candidates will discover the many secrets of the trade, most of them highly guarded until now.
Including:
How to increase a direct mail response rate by a minimum 30% simply by cutting something out
How to scientifically lay out a direct mail letter and what to include and what to leave out
How direct marketing can build a business and keep existing customers cheaper than face to face
How to use client profiles to build a customer database and what to do with it
The 3 ingredients to a direct mailer – the envelope, the letter and the offer
How to compile a direct mail letter – what to do while you’re writing it and what to do after it’s written
Available as a HALF DAY - Introduction to direct marketing
Also: Available as a FULL DAY - Direct Mail that delivers
Download pdf learning outcome
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