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Whether you are in industrial or customer marketing, the cluttered market is a big challenge to all marketers. Today, markets are fragmented, brands are everywhere and customers are inundated with so much information that it’s tough for your brand to stand amongst the noise. Under pressure to increase brand awareness and Marketing returns, marketing dollars must be clearly accounted for its effectiveness before the implementation.
We successfully pioneered these marketing programs in 2003 for Singapore Institute of Management for their executive development series. The feedback forms from participants expressed their satisfaction having marketers who, unlike the Western counterparts, are familiar with the Asian markets; understand the limitations of resources and the implementation complexities of the operating environment for marketers here. The workshop employs a lecture facilitation method, group work and case studies to encourage participants to bring their case studies and challenges to the table.
Who will benefit:
Field marketing managers, channel and alliance manager, sales and marketing managers, business development managers, customer service and support managers, product managers who want to stay ahead of the curve and create new ideas to win and keep the customers.
Integrated Marketing & Communications – How to reach out to the Cluttered arketplace?
Duration: 2 days
Synopsis:
If you are keen to understand how to better allocate your marketing resources to achieve the maximum reach and impact to the consumer, then join us for this interactive workshop. Loaded with case studies from both customer and commercial markets, you’ll find out what are key success factors and the process required to achieve brand awareness and consumer awareness
Key benefit:
Past participants have enjoyed how the case studies provide candid realisation of different approaches to winning the customers. And how powerful a marketing plan that is integrated with its value proposition can cause the most positive call-to-action for consumer. In addition, the consultant will be sharing the CAMP APEX marketing model in a step by step fashion to help you develop a marketing plan that is consumer-centric instead of being product or company centric.
| Program Outline: |
- Impact of the changing marketplace on your marketing efforts
- The 4Cs of marketing (customer-centricity/ communications / convenience / cost)
- Benefits of ‘situational’ marketing in this dynamics market
- Applying the C.A.M.P - A.P.E.X © IM&C process (Part I)
- Corporate Summary
- Audience Segmentation
- Marketing 7-step plan
- Positioning statement
- Case studies presentations
- Applying the C.A.M.P - A.P.E.X © IM&C process (Part I)
- Agency management
- Promotional 7-step plan
- Evaluation
- X-tra contingencies
- Case studies presentations
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Developing a Business to Business (B2B) Marketing Strategy in Asia : How do the big boys do it?
Duration: 2 days
Synopsis:
Business-to-Business (B2B) companies have traditionally strived to build a business based on customer loyalty and their engineering or production capabilities. However, with the rapid pace of globalization, business relationship can no longer be taken for granted.
Hence B2B companies must now race against time and reframe their mindset. They need to be innovative and develop a hybrid mindset that comprises the best of conventional practices and a strategic approach to plan, direct and manage their organizational resources. This will enable them to stay focused and responsive to the needs of customers. As competition continues to heat up globally, it is imperative that to be successful today, B2B companies must be articulate and able to translate their business vision into actionable marketing plans for implementation for optimal performance and results.
Key benefit:
Attendees will appreciate how crucial a business plan is needed to articulate the end in mind for the B2B business. In addition, the attendee will be able to use a framework and easily design and adapt a modified version to adapt for his / her organization. The seminar takes into account real-time challenges that can undermine the relative competitiveness of the B2B organization and addresses the areas for intervention. The seminar attendee benefits from ability to apply the learning of the integrated processes needed to orchestrate the efforts amongst the sales, marketing and distribution functions for optimal and consistent performance.
| Program Outline: |
- Understand the key business levers and key success factors in B2B businesses
- Define the B2B market from a customers’ and a business’ perspective
- Differentiate between sales-driven versus market-driven segmentation
- Develop a practical framework and process to plan and implement a B2B plan
- Keep key customers loyal and employees motivated
- Developing a sales and marketing strategy for B2B business
- Leverage business partners to enhance market reach and positioning
- Collaborate with channel partners for improved market entry points
- Identify key market and regional factors that can affect competitiveness
- Develop Key Performance Areas in various business domains
- Identify opportunities of ‘disruptive technologies’ and the Internet
- Understanding the competitive advantage of brand building
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Business to Business (B2B) Lead Generation Programs: How to plan, develop and maintain a lead generation program?
Duration: 2 days
Synopsis:
Creating an effective marketing plan that generates brand awareness is insufficient these days with the intense competition in the marketplace. Marketing plans must be designed to proactive create opportunities for potential sales leads and support the sales pipeline. Developing a strategic approach to lead generation is fastest way to improve the sales and marketing effectiveness of any organization today.
| Program Outline: |
- Background and challenges to traditional marketing
- Higher cost to reach and close a sales process
- Concept and process of a sales leads generation process
- Planning a lead generation strategy
- Implementing a lead generation strategy
- Integrated marketing communications for lead generation campaign
- Using technology and the internet for lead generation support
- Effectiveness of e-marketing in a cluttered world today
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