The
W RKSHOP
POWERED BY
W RK S H O P
The
QUESTIONS ABOUT
W
THE
5
workshopS
W RK S H O P
The
hat a workshop is?
a structured approach to ensuring that a group of people can
reach a predetermined obj...
A methodology to ENSURE you
reach your destination
W R K S H O P
The
W RK S H O P
The
hy running a workshop?
To UNLEASH your
team’s inner creativity
W2
To UNLEASH your
team’s inner creativity
W R K S H O P
The
W RK S H O P
The
hen doing a workshop?W3
Many factors should trigger the need of
running a workshop, both people and subje...
Agreement and Commitment
Ideal when the subject requires
buy in and action from other
people.
Background
When dealing with...
W RK S H O P
The
hat a workshop is useful for?W4
Creative workshops are a fundamental tool for
many kind of objectives. Th...
PROBLEM SOLVING
W RK S H O P
The
CLAIMSTORMINGINNOVATION COMUNICATION
STRATEGIC FEEDING
Creative workshops are a fundament...
•New variants development for the core business of
INNOVATION
We run Creative workshops for Innovation in a broad sense.
W...
COMUNICATION
We help to ensure GREAT BRAND
COMMUNICATION, creatively WOW but also
strategically in line with the brand
W R...
We are communication translators. We have the ability to speak
both, agency and client language because we were at both si...
BRAND
CAMPAIGN
TOOLKIT
COMUNICATION
we are able and happy to collaborate along the whole communication
process, since the ...
Worked for brand along the whole communication process.
1-A CORE CREATIVE IDEA Workshop facilitation, where we clarified a...
CLAIMSTORMING
W R K S H O P
The Claimstorming workshops are a fundamental tool to help project teams
to give real substant...
CLAIMSTORMING
W R K S H O P
The
A strategic range approach recommendation with claims clustered by
brand territory’s growt...
CLAIMSTORMING
W R K S H O P
The
Huge experience working in Unilever NA
leading a multi disciplinary team to
develop compet...
CONSUMER
PRODUCT
•Opportunity1: xoxoxo
•xoxoxox
•Opportunity2: xoxoxoxoxox xoxox
•Opportunity3: xoxoxoxoxox xo
•Opportunit...
STRATEGIC FEEDING
We also make valuable use of workshops as specific
milestones of longer marketing processes, in order to...
W RK S H O P
The
ho to hire for running a workshop?W5
A workshop facilitator has always to be a skilled person, impartial
...
At we LOVE running workshops, literally.
We are like a Workshop Factory, where we carefully plan and build
them, step by s...
STAKEHOLDERS
INTERVIEWS
PROJECT
ANALYSIS
PROJECT
BRIEFING
PROJECT
PROPOSAL
PRE-WORK
WORKSHOP
REPORT
WORKSHOP
PREPARATION
P...
W RK S H O P
The
STAGE 1
FERTILIZATION
STAGE 2
GERMINATION
METODOLOGÍA
IMMERSION
MIND UNLEASHING
Creative process and dist...
W RK S H O P
The
STAGE 1
FERTILIZATION
IMMERSION
FOOD FOR THOUGHT
CONSUMER/SHOPPER
CONNECTIONS
THE Workshop STAGE
PROJECT ...
W RK S H O P
The
STAGE 2
GERMINATION
METODOLOGÍA
MIND UNLEASHING
FLYING & LANDING
THE Workshop STAGE
BRAIN
STORMING
MIND
M...
MARKETING CONSULTING
Added value to your business
W RK S H O P
The
WHY US?A broad experience in different
categories/brand...
WE TAKE IT
PERSONAL
Contrary to the rest of facilitators,
we GET INVOLVED.
We take an ACTIVE ROLE, in order
to understand ...
The
W RKSHOP
POWERED BY
Added value to your business
MARKETING CONSULTING
Ale Berdomas
director
Marcos Paz 4585 – C1419CMB – Buenos Aires - Argent...
Upcoming SlideShare
Loading in …5
×

everything you wanted to know about workshops but never dared to ask

213 views

Published on

an introduction to the workshops world, its meaning and the understanding when they might be a powerfull tool to unleash creativity for your business

Published in: Marketing, Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
213
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
5
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

everything you wanted to know about workshops but never dared to ask

  1. 1. The W RKSHOP POWERED BY
  2. 2. W RK S H O P The QUESTIONS ABOUT W THE 5 workshopS
  3. 3. W RK S H O P The hat a workshop is? a structured approach to ensuring that a group of people can reach a predetermined objective in a compressed timeframe, supported by an impartial facilitator. W1
  4. 4. A methodology to ENSURE you reach your destination W R K S H O P The
  5. 5. W RK S H O P The hy running a workshop? To UNLEASH your team’s inner creativity W2
  6. 6. To UNLEASH your team’s inner creativity W R K S H O P The
  7. 7. W RK S H O P The hen doing a workshop?W3 Many factors should trigger the need of running a workshop, both people and subject oriented. (it’s not jus about creativity)
  8. 8. Agreement and Commitment Ideal when the subject requires buy in and action from other people. Background When dealing with something that needs input from different areas of knowledge/experience. Way Forward When dealing with something that requires ACTION, independently if is something for short/medium/long term. Creative Approach When dealing with something that needs an out of the box output. Many factors should trigger the need of running a workshop, both people and subject oriented. W R K S H O P The
  9. 9. W RK S H O P The hat a workshop is useful for?W4 Creative workshops are a fundamental tool for many kind of objectives. They can be run not only for “ad hoc” projects but for a specific stage of a longer process as well.
  10. 10. PROBLEM SOLVING W RK S H O P The CLAIMSTORMINGINNOVATION COMUNICATION STRATEGIC FEEDING Creative workshops are a fundamental tool for many kind of objectives. They can be run not only for “ad hoc” projects but for a specific stage of a longer process as well.
  11. 11. •New variants development for the core business of INNOVATION We run Creative workshops for Innovation in a broad sense. We help to build new ideas in any aspect of the business in which there’s room for improvement (even if you don’t see it!). A better or new product/service/experience, a more relevant variant strategy, even a more effective/efficient process…you name it. W R K S H O P The EXAMPLE ARGENTINA EXAMPLE MEXICO •To stimulate and inject the innovation spirit bacillus within Marketing and R&D teams. OBJECTIVES OBJECTIVES Ideation session for different areas of the business based on the innovation canvas process. •product and services •Purchase and “in use” experience •Internal processes •Relationship with customer Creation of potential new themed platforms to build a new brand arquitecture.
  12. 12. COMUNICATION We help to ensure GREAT BRAND COMMUNICATION, creatively WOW but also strategically in line with the brand W R K S H O P The
  13. 13. We are communication translators. We have the ability to speak both, agency and client language because we were at both sides of the desk. We have lot of experience working with both along the whole communication process, helping them to arrive together to effective and impactful communication/activation. PROCESSES The “WHAT” and “WHERE” The “HOW”BRAND FILTERS Brand strategyobjectives BRIEFING CREATIVE Campaign Idea & Executions COMUNICATION W R K S H O P The
  14. 14. BRAND CAMPAIGN TOOLKIT COMUNICATION we are able and happy to collaborate along the whole communication process, since the creation of a new brand/campaign communication idea until the development of a specific campaign executional ideas. We work in a modular system, you can invite us to participate along the whole process or to hire us just to run workshops W R K S H O P The CreATivE ExPlosiOn Workshop stage CHANNEL CREATIVITY EXECUTIONS CORE CREATIVE IDEA Workshop stageDevelopment stage Development stage • Co-creationof BRANDCORE CREATIVEIDEAS,aswellas CAMPAIGNIDEASbuiltonthe brand’sone. • Weensurethe“executionability”of theidea,avoidingtoendupwitha “niceidea”butthatwon’tland. • We work asagencies’glue,ensuring firstcreativeworkroutesfor differentchannelexecutionwork togetheralignedas ONEcampaign • Creativity,distillation andlandingof thefinalcampaign,buildingfrom firstagenciespre-ideasandevolving withworkshopinputsandnewideas generated.Duringthejourney • We collaborateinthefinalcampaign finetuningand itscommunication packdevelopment.
  15. 15. Worked for brand along the whole communication process. 1-A CORE CREATIVE IDEA Workshop facilitation, where we clarified and adjusted the path of the brand positioning, and co-create a new BRAND IDEA. 2-Worked together with Y&R and Digital Agency on landing executions for different campaign creative routes 3- Run a CHANNEL CREATIVITY EXECUTIONS Workshop, to evolve , define and agree final campaign executions . 4-Led the development of the BRAND CAMPAIGN TOOLKIT fed and assisted by the agencies. COMUNICATION W R K S H O P The EXAMPLE MEXICO DÁTELO INTEGRATED COMMUNICATIONAL IDEA ? RESULTED ON A NEW WINNING BRAND CORE IDEA +70% PREFERENCE Over previous brand idea
  16. 16. CLAIMSTORMING W R K S H O P The Claimstorming workshops are a fundamental tool to help project teams to give real substantiation and credibility to product benefits, no matter they are functional or emotional ones. Claimstormings are not just a brainstorming session, it should be conceived strategically to put in place a clear short/medium/long term action plan for a brand/range/products claim wise. CLAIMS MAPPING •Types of benefit and competitiveness strength •Long Term strategic Road-mapping 5 senses DEMOS Ideation •Identify potential demo areas and their relevance and persuasiveness CLAIMS GENERATION and CLUSTERING •Generation of a wide stretching kind of claims •Filtering and Clustering on relevant strategic themes
  17. 17. CLAIMSTORMING W R K S H O P The A strategic range approach recommendation with claims clustered by brand territory’s growth pillars within the target category EXAMPLE GLOBAL Workshop facilitation to develop new killer claims for the construction of a sub-range concept re-launch for OBJECTIVES OUTPUT Concepts Developments Ingredients & Range Naming Strategic analysis and market RE-Segmentation Brand category territory definition and its pillars identification Claims brainstorming for each of the brand territory’s pillars 1 2 3 4
  18. 18. CLAIMSTORMING W R K S H O P The Huge experience working in Unilever NA leading a multi disciplinary team to develop competitive and non competitive claims for Deodorants category that ended up in market winning communication EXAMPLE NORTH AMERICA Degree deodorants don’t give odor a fighting chance - Body responsive formula starts acting immediately and responds the moment your temperature rises or life gets intense--and keeps odor from EXISTING Secret fragrance fades along the day, while Degree releases extra bursts of fragrance all day long - Protection in sync with your body Others go on clear. Only Degree Ultra Clear stays that way - 100% Little Black Dress Approved
  19. 19. CONSUMER PRODUCT •Opportunity1: xoxoxo •xoxoxox •Opportunity2: xoxoxoxoxox xoxox •Opportunity3: xoxoxoxoxox xo •Opportunity1: xoxoxo xoxoxox •Opportunity2: xoxoxoxoxox •xoxox •Opportunity3: xoxoxoxoxox xo •Opportunity1: xoxoxo xoxoxox •Opportunity2: xoxoxoxoxox xoxox •Opportunity3: xoxoxoxoxox xo ROUTE TO MARKET PROBLEM SOLVING OBJECTIVES EXAMPLE ARGENTINA Their objective is to help clients to UNLOCK problems/issues that “at the surface level” seems to have no solution, or at least not a more effective new one. Problem Solving workshops are not specifically marketing oriented, they are useful for any subject/area of the business, from supply chain until HR, for example. MISSION: YOYOYOYOY YOYOYOY YOYOYOY YOYOYO PORTFOLIO STORYWHAT APPROACH 2 TARGET AWHO HOW TARGET B APPROACH 1 Many opportunities to solve the project objective were identify in the defined 3 key areas of the business • Re-think and Re-solve the route to market access long term strategy for one of its products brand • Search for strategies that speed up the brand fidelity process with new distributors • Portfolio sustainability A new strategic model was developed to approach the market W R K S H O P The
  20. 20. STRATEGIC FEEDING We also make valuable use of workshops as specific milestones of longer marketing processes, in order to co- create, feed with information and POVs , build team spirit, and get alignment/commitment amongst others. BRAND ARCHITCTURE W RK S H O P The
  21. 21. W RK S H O P The ho to hire for running a workshop?W5 A workshop facilitator has always to be a skilled person, impartial with no stake in the outcome of the workshop. It always should come from outside.
  22. 22. At we LOVE running workshops, literally. We are like a Workshop Factory, where we carefully plan and build them, step by step, each of their moments, depending the objective, the type of clients and their needs, and specially thinking what our long experience says what is right for that specific session. W RK S H O P The WE WANT TO HELP YOU!
  23. 23. STAKEHOLDERS INTERVIEWS PROJECT ANALYSIS PROJECT BRIEFING PROJECT PROPOSAL PRE-WORK WORKSHOP REPORT WORKSHOP PREPARATION PRE WORKSHOP PRE-WORKSHOP LOGISTICS FLOW, STIMULUS, EXCERCISES & PRESENTATIONS PRE-WORKSHOP LOGISTICS Led by CLIENT Led by BERDO+ Shared leadership Physical in/output Non Physical in/output WORKSHOP MATERIAL DISTILLATION We treat a Workshop project as a detailed step by step process. The Workshop itself is just 1 stage along the whole project. WE WANT TO HELP YOU! W RK S H O P The
  24. 24. W RK S H O P The STAGE 1 FERTILIZATION STAGE 2 GERMINATION METODOLOGÍA IMMERSION MIND UNLEASHING Creative process and distillation in tangible applicable ideas FLYING & LANDING THE Workshop STAGE FOOD FOR THOUGHT Understanding of the task Information Inspiration
  25. 25. W RK S H O P The STAGE 1 FERTILIZATION IMMERSION FOOD FOR THOUGHT CONSUMER/SHOPPER CONNECTIONS THE Workshop STAGE PROJECT BACKGROUND INSPIRATIONAL TOPICS OPEN DEBATE AND CONCLUSIONS SPECIAL SPEAKERS Within the 2 main steps required in a workshop, there are many elements we might consider to build your specific workshop.
  26. 26. W RK S H O P The STAGE 2 GERMINATION METODOLOGÍA MIND UNLEASHING FLYING & LANDING THE Workshop STAGE BRAIN STORMING MIND MAPPING SCAMPER BRAIN WRITING 6 HATS ATRIBUTES LIST MORPHOLOGIC ANALYSIS ETC. EXCERCISES IDEATION CO-CREATION WITH CONSUMERS Within the 2 main steps required in a workshop, there are many elements we might consider to build your specific workshop.
  27. 27. MARKETING CONSULTING Added value to your business W RK S H O P The WHY US?A broad experience in different categories/brands/regions
  28. 28. WE TAKE IT PERSONAL Contrary to the rest of facilitators, we GET INVOLVED. We take an ACTIVE ROLE, in order to understand all the aspects that can contribute to a better output and recommendation. A 360 UNDERSTANDING OF THE BUSINESS We are the only ones were on the 3 sides of the desk: client – advertising agency – consulting. We are not regular facilitators, we really understand what you are dealing with. WE HAVE SENSIBILITY We have the skills needed to run different kind of workshops, and to adjust it along the road depending the changing needs, participants, mood, and issues. W RK S H O P The WHY US? We are different We don’t just facilitate WE GIVE YOU A In workshops facilitation
  29. 29. The W RKSHOP POWERED BY
  30. 30. Added value to your business MARKETING CONSULTING Ale Berdomas director Marcos Paz 4585 – C1419CMB – Buenos Aires - Argentina aleberdomas@gmail.com Tel: +54.9.11.6567.7803 Strategy Brand Equity Innovation Communication

×