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Strategic Marketing Workshop    Vistage
 

Strategic Marketing Workshop Vistage

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Workshop for develping an effective brand management strategy

Workshop for develping an effective brand management strategy

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    Strategic Marketing Workshop    Vistage Strategic Marketing Workshop Vistage Presentation Transcript

    • “ All significant breakthroughs were breaks with old ways of thinking” - Thomas Kuhn
    • How to Reach the Summit of Your Marketing ROI By Enhancing Your Value Proposition Brand Identity Customer Loyalty
    • Strategic Planning Workshop: Workshop Objectives
      • As a result of this workshop you will:
      • Understand the value of identifying your organizations value proposition, brand message, and customer loyalty indicators
      • Begin exploring your companies value proposition, brand and developing a customer loyalty enhancement strategy
      • Develop a post workshop plan to complete the process you’ve started here, finalize it, and implement i, and then measure your results.
      • Gain a competitive advantage over your competition that will be difficult to duplicate
      • Be able to measure to current status , gains, and tie gains to financials
    • Strategic Planning Workshop: Workshop Guidelines
      • Clear your mind and stay in the moment!
      • Be ready to participate!
      • It’s OK to feel uncomfortable with your discoveries!
      • It’s OK not to have all the answers before you leave today!
      • Promise yourself to complete the post workshop homework!
    • Strategic Planning Workshop: Value Proposition Definition
      • Value Proposition
      • What is it???
    • Strategic Planning Workshop: Value Proposition Definition
      • Value Proposition
      • A unique and measurable benefit that is
      • cherished by your clients and is
      • extremely difficult for your competitors to
      • duplicate.
    • Strategic Planning Workshop: Value Proposition Example
      • Ferrari has won more Formula 1
      • championships than any other automotive
      • manufacturer and transfers their new racing
      • technology into their cars yearly.
    • Strategic Planning Workshop: Value Proposition Definition
      • Value Proposition
      • Why is it important to know you company’s Value Proposition??
    • Strategic Planning Workshop: Reflection Time
      • Using the value proposition definition as a guideline, take 5 minutes and define (in writing) your company’s value proposition for the market you compete in
      • Take 2 minutes to write down the data you have collected from your market that validates your value proposition
      • Take 3 minutes to write down what you are feeling about the ease or difficulty of these tasks you tried to complete
    • Strategic Planning Workshop: What To Do Tomorrow
      • Contact one or two of your trusted client’s, using the value proposition definition as a guideline , work with them to create your organizations draft value proposition
      • Review it with a few other trusted client’s, companies in your market that do business with your competitors, internal business partners , and finalize it
      • Work internally to make your value proposition message a cornerstone of your go to market strategy
    • Strategic Planning Workshop: What To Do Tomorrow
      • Sample Value Proposition Metrics
      • Most cherished ;
      • Relationship? Why?
      • Service, program, service, or product? Why
      • Competitive advantage vs. your competitors? Why?
      • Financial benefit your company provides?
    • Strategic Planning Workshop: Brand Definition
      • Brand
      • How do you define “Brand”?
    • Strategic Planning Workshop: Brand Definition
      • Brand
      • The image the market has of your product or
      • service from the experience it has had with
      • every “touch point” in your company at
      • any point in time.
    • Strategic Planning Workshop: Brand Definition
      • Brand
      • Who crafts your brand promise?
      • Who executes on your brand promise?
      • Who evaluates your effectiveness on delivering on your brand promise?
      • How are you measuring your brand promise status in your market?
    • Strategic Planning Workshop: Great Brand Examples
      • Neiman Marcus
      • Rolls Royce
      • Rolex
      • Target
      • Kleenex (brand utopia)
    • Strategic Planning Workshop: Reflection Time
      • Using the brand definition as a guideline, take 3 minutes and write down what you believe your product or service brand image is in the market today
      • Take 2 minutes and write down what hard data you have to prove what you’ve written down
      • Take 3 minutes and write down what you want your brand image to be in the market
    • Strategic Planning Workshop: What To Do Tomorrow
      • Develop your brand promise statement by defining what you want your client experience to be with every touch point in your organization
      • Proactively communicate what you want your “client experience” to be then manage every client touch point with your organization to deliver your brand promise
      • Measure, measure, measure, to get client feedback on the gap between your desired brand image and your brand image reality in the market
      • Make the necessary changes in your organization to maintain the desired brand image
    • Strategic Planning Workshop: What To Do Tomorrow
      • Sample metrics to measure the effectiveness
      • of the implementation of your brand promise
      • Brand Value – What value does your brand bring to growing, diversifying, selling (all or portions) of your business?
      • Brand Equity – A set of memories your customers have about interfacing with your company that impact cash flow
    • Strategic Planning Workshop: Customer Loyalty Definition
      • Customer Loyalty
      • What is a “loyal” customer?
    • Strategic Planning Workshop: Customer Loyalty Definition
      • Client Loyalty
      • A client that has rejected all of your
      • competitors offerings over time and is an
      • advocate of your brand leading to new
      • business opportunities for your company.
    • Strategic Planning Workshop: Reflection Time
      • List your top three most loyal clients using our definition as a guideline (1 min)
      • List all the things you’ve done to create that loyalty with those clients (or purpose or on accident) (3 min)
      • List the amount of new business your company has closed from recommendations for your loyal clients (2 min)
    • Strategic Planning Workshop: Reflection Time
      • List your top three most loyal clients using our definition as a guideline (1 min)
      • List all the things you’ve done to create that loyalty with those clients (or purpose or on accident) (3 min)
      • List the amount of new business your company has closed from recommendations for your loyal clients (2 min)
    • Strategic Planning Workshop: What To Do Tomorrow
      • Conduct a customer “loyalty” survey with an appropriate amount of clients
      • Conduct an employee engagement survey
      • Assess the results, then make the necessary changes to your organization
      • Do a post change implementation survey and continually measure results
    • Strategic Planning Workshop: The Financials – What Should Improve (sample metrics)
      • Cost of Sales (COS) - Should go down
      • Margins/Profitability – Should go up
      • Good Will – Should Improve
      • Cost of Capturing New Business – Should go down
    • Strategic Planning Workshop: A Final Thought Feedback and Next Steps
    • Strategic Planning Workshop: A Final Thought The beginning is the most important part of the work. Plato