The Lighthouse Training Events: Marketing, Customer Connectivity and Repeat Business
Conference Suite
10 & 17 May
Who: Chris Marr's Marketing Acedemy
When: 10 May 2013 & 17 May 2013
Duration: 2 day ***Only 12 spaces available***
Where: The Lighthouse, 11 Mitchell Lane G1 3NU
Cost: £160+vat for 2 day course or £95+vat for one day
Breakfast, lunch and refreshments included
Contact Melissa.kerrigan@glasgow.gov.uk for further information & booking
What:
Day 1 - All About Your Marketing
We will focus on three main elements - your Market, your Message and your Media. These are the 3 most important elements of any marketing plan and will help you when developing your strategy and marketing activity.
The aim here is to get you focussed on marketing for the whole day and give you tools and techniques to optimise your marketing. In other words, make your current marketing efforts more effective at driving customers into your business.
Session #1 - Introduction to Marketing
After some quick introductions we'll get stuck into defining marketing and setting the context for day 1 and day 2
Session #2 - Marketing I: Understanding Your Market
You need to understand more about your customers than your competition does, get closer to the customer than anyone else and emotionally connect with your customers. We are going to get your head into the right place and get you thinking just like your customers. You will have some
homework to do and then we are going to dig deeper into this on day 2 when we look specifically at customer connectivity.
Session #3 - Marketing II: Crafting Your Marketing Message
Why should your hardworking customer dip into his/her hard earned cash & spend some of it with you? You better have a compelling answer to this question. This all comes down to the message you are communicating.
Session #4 - Marketing III: Selecting the Correct Media
Now that we have defined our market place and our message we can look at the types of media.
The media you choose will be relevant to who you are trying to communicate with. We will go through a comprehensive list of media and how to make it work properly for your business and ultimately convert your prospects into customers.
Day 2 - How Your Business and People Interact and Engage With Customers
This specific section of your marketing plan will build upon some of the concepts that we touched upon during Day 1. The structure below is provided to give you an idea of what I Intend to cover, however, it would be great if you could give me some indication of what your own challenges are, so I can tailor some of the content to suit your needs.The aim here is to give you tools and techniques to connect with your customers and get you into the mindset of thinking about your customers. There are two main ways to increase our revenue in business, firstly we can find ways to get new customers, or secondly, we can get our current customers to spend more. Getting new customers is harder and more expensive than leveraging your current customers. At the end of today's session you will have a range of tools and techniques to get your current customers coming back more often and spending more whilst they are there.
Session #5 - Understanding Who Your Customers Are
Before getting stuck into the tools in techniques we need to understand exactly who our customers are. We will spend the 1st half of the morning defining your customer and getting you into your customer’s shoes.
Session #6 - Tools and Techniques for Keeping Customers
We will look at a minimum of 7 tried and tested customer retention strategies that will allow you to connect with your customers without overtly selling to them.If you are able to implement 2 or 3 of these strategies you'll find that your business will become more profitable, more successful and more fun.
Session #7 - The New Rules of Marketing (on the web)
For this session we will be looking at how you can use new tools and techniques to connect with your customers. Marketing isn't just about advertising…think about authentic, engaging, two way conversation with your customers. At the end of this session you will think differently about how you can connect with your customers. We will also look at the use of the Internet and Social
Platforms to drive business.
Final Session #8 - Bringing it all together We will spend the final session of day 2 bringing together everything we have compiled over the past two days. This will also include a group discussion session.
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