Loyalty & Advocacy Marketing Kuala Lumpur brochure


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Brochure for the Loyalty & Advocacy Marketing course taking place in Kuala Lumpur, Malaysia on 7-8 November 2012. Trainer: Michael Leander Organizer: Marcus Evans

Learn more about Michael Leander here http://www.michaelleander.me

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Loyalty & Advocacy Marketing Kuala Lumpur brochure

  1. 1. marcus evans professional training Loyalty & Advocacy MarketingThis event is endorsed by the Chartered Institute of Marketing Malaysia (CIM) and accredited with 14 CPDhours forMARKETING training to CIM members who are currently working toward the Chartered Marketer this two days SERIESstatus only “The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” Peter F. Drucker Attend this practical event and gain practical insights into: • Upgrading your current loyalty programme to enhance overall customer experience • Developing one to one relationships with your target audience • Increasing customer retention and turning them into brand advocates • Enhancing brand loyalty through tailored loyalty programme that deliver true value • Creating a strategic platform to understand your customer better professional training www.marcusevanspt-asia.com
  2. 2. Loyalty & Advocacy Marketing www.marcusevanspt.comWhy should you attend?Instead of continually developing new programmes that cater to customers’ constant changing behaviour, advocacy marketing will help your company to promoteyour product and brand with no cost. Customer loyalty is important, but it takes time, energy and more importantly, it incurs costs. By using both loyalty and advocacymarketing, a company does not only retain customers but watch them spread about the product to their peers and families. This decreases costs and boosts profitsas their focus is then directed to strategising on improving the profitability of the product. Therefore, by attending this course, marketers can expect fresh ideas tobe brought back to the company without regret.Day 1 “It always amazes me how fewSession one marketing experts reallyElaborating the seven components needed in loyalty and retention efforts• Understanding the seven key components marketer needs to master now in order to maximise Return On understand what it takes to get Investment (ROI) and meet customer expectations customers. Michael is one of the• Integrating these components to affect the efficiency of loyalty and retention efforts very rare exceptions. And, just as• Exploring how social landscape play a role in these components important, he is entertaining, and makes things clear.”Exercise: Brainstorming marketing IQ questions and learn from the results DRAYTON BIRD WORLD RENOWNED MARKETING GURUSession two AND BEST-SELLING AUTHOR OFDirecting marketers to consumer action for your company through loyalty and advocacy COMMONSENSE DIRECT MARKETINGmarketing• Defining consumer action• Identifying the important changes in direct to consumer actions for your company “He can deliver an experience• Justifying these changes that impact your brand now and in the future and talk the talk, but hes an• Capturing the key components needed to be addressed from leverage best consumer action strategies experienced practitioner who• Learning how consumer action can increase revenue and retention can also walk the walk.” CO-FOUNDER AND PRODUCERExercise: Discussing which consumer actions need to be taken UNCORNERED MARKETSession three “As a person, considering hisUnveiling the mysteries of loyalty and advocacy marketing through real-life cases• Learning from case studies how loyalty and advocacy marketing can positively impact your return on training, Michael has a great investment (ROI) in marketing sense of understanding people• Providing real life examples of loyalty and advocacy marketing and taking the right approach.”• Learning why these examples were successful GOVERNMENT AFFAIRS MANAGER• The take away key best practices FEDMAExercise: Real-life examples will be shown to familiarise delegates how loyalty and advocacy marketing canhave a positive effect on all of an organisations communication effortsSession fourDrilling into customer loyalty behaviours to communicate with customers effectively• Investigating how to outline a plan for tracking customer loyalty and retention behaviour• Devising a structured data and systems plan to effectively track customer behaviour• Learning how to pin-point loyal customers using RFM and twin segmentation• Examining how to effectively setup programmes that can systematically deliver communication to different customer segmentsExercise: Delegates learn how to work with behavioural tracking and segmentationSession fiveLeveraging on various tools to enhance the use of loyalty marketing• Developing the calculation and measurement of loyalty scores• Understanding the actions needed in order to pinpoint highly profitable customers• Setting up programmes to maximise earnings from these customers• Discussing how to tag advocates and the tools to manage• Activating advocates by utilising tools for scoringExercise: Delegates examine concrete examples derived from various loyalty and advocacy programmes andderive valuable input on which tools exists to improve the loyalty and advocacy marketing efforts professional trainingFOCUSED | registration form on page 6 page 2
  3. 3. Loyalty & Advocacy Marketing www.marcusevanspt.comTurning ‘Theory’ into ‘Practice’This highly interactive and intensive training course provides attendees with the latest practices, tools and techniques. Our format combines real-world practical casestudy examples, hypothetical scenarios, role-playing, group exercises and tutorial style presentations with a focus on collaborative and interactive learningDay 2Session oneEmbracing advocates into your marketing strategy• Understanding the advocacy trend and how you can leverage that to your benefit through multiple channels of communication “Knowledge of Marketing and• Infusing small actions of care into loyal customers with simple programmes that will turn them into word technologies in connection with of mouth active advocates modern way of managing make• Ensuring customers become part of the product (lifestyle) with examples from LEGO, a popular line of Michael Leander Nielsen a toys) leading expert in his field.”• Investigating flaws in the planned strategy CEO & DIRECTOR OF CLIENT MANAGEMENTExercise: Delegates learn how to apply this session through interactive excercisesSession two “He is funny but the most of all;Incentivising the choices of advocates to maximise your marketing returns his tips and information are• Understanding critical pain points of advocates and why they should be advocates useful and help at my work.”• Equipping advocates the desired word of mouth DIRECTOR• Examining and managing different kinds of advocates PROFITAD• Optimising your results from your best chosen advocatesExercise: Looking into best practices for incentivising advocate customers (or not) “I am very eager to implement some of Michaels ideas andSession three believe they will really help ourMonitoring customer advocates with ease to enhance customer experience activities. I look forward to• Creating customer insights and making that insight actionable meeting him again in the• Tracking customer advocacy by leveraging new scoring and performance methods future.”• Designing unique customer experiences for customer advocates• Understanding how to identify hot spots and opportunities MEDIA BUYER AND PLANNERExercise: Best practice case studies is referenced and discussedSession fourCommunicating with advocates effectively both online and offline• Determining the targeted advocates based on your objectives, timing, immediacy• Choosing optimal channels to communicate depending on your objectives• Generating discussion groups that spread positive and transparent relationship with customers which encourages word of mouth whilst building your online brand reputation• Catching and maintaining the hype of advocates• Gaining insights online and offline to better understand how you can tune your advocacy programme to perform better in the futureKey message summary and closing remarks professional trainingFOCUSED | registration form on page 6 page 3
  4. 4. Loyalty & Advocacy Marketing www.marcusevanspt.comBenefits to you• Benefitting from small class size to enhance learning experience and interaction with trainer and other participants• Learning from expert facilitator on the subject matter• Sharing on latest practices, tools and techniques• Putting theory into practice: Immediate application in the workplaceWho should attend?This workshop will be of benefit to Marketing Heads, Directors and Managers who want to learn tactical tools to enhance their marketing strategies.Duration of Course: 2 DaysLocation & Dates: JW Marriott Hotel, Kuala Lumpur, Malaysia | 7th & 8th November 2012Course Code: KL-MKM3066Other Marketing Programme in our Portfolio includes:• Channel Management• Marketing Metrics & Analytics• Product Life Cycle Management• Marketing PlanningProgramme scheduleDay one & two0830 Registration and morning coffee0900 Morning session begins1030 Morning refreshments and networking break1245 Networking luncheon1345 Afternoon session begins1545 Afternoon refreshments and networking break1730 Course concludesAbout your trainerMichael Leander CEOMichael Leander Company, DenmarkMichael Leander is the CEO and principle consultant of Michael Leander Company, a boutique consultancy firm specialised in helping B2B and B2C marketers improvecustomer acquisition, retention and loyalty through cleverly designed and highly cost effective customer management programmes. He is also the CEO of Poets andPlumbers A/S (Professional training and coaching), the founder and CEO of Markedu (Professional training and coaching) and CxO of Fokus Integrated – Internationaldirect and interactive marketing consultants.An in-demand speaker and trainer, Michael has delivered presentations and training in more than 35 countries on 4 continents. He frequently spoke and taught asan industry expert at trainings, conferences, seminars and trade-shows. He has been on the judges panel of several loyalty, direct- and digital marketing awardsincluding the European Loyalty Awards, South African Direct Marketing Awards, Indian Direct Marketing Awards and more. He is also the chairman of Federation ofEuropean Direct and Interactive Marketing (FEDMA) and an advisor to several technology and content operators catering to the loyalty marketing and multichannelmarketing automation needs of B2C and B2B targeted corporations.Michael Leander is known for his engaging and dynamic presentation style. Hundreds of marketing professionals from more than 75 different nations have labelledhim “funny“, “entertaining“, “real expert“, “inspirational” and “most valuable speaker“. Driven by an increasing desire to inspire and teach others Michael Leanderventured into the speaking and training circuit. His burning desire to convince marketers about the importance of topics such as objective focus through marketingmetrics (Return on Marketing Investment), multichannel marketing, recipient control, data quality and the opportunities presented by direct marketing and digitalmarketing has been his main driver.Some of Michael’s Clients list:• Americana Group • IBM • Texaco• Bang & Olufsen • General Electrics • Santech Micro Group• Customac ASA • GE MoneyBank • Statoil• Elaraby Group • Gjensidige Norway • SuperOffice• Georg Jensen • Grundfos • GE Money Bank• Janna Systems Nordic • Pfizer • Ikea Bank (Ikano Finans)• Kometh Company Inc • Philips South East Asia • Danske Bank• Maersk • Novo Nordisk professional trainingFOCUSED | registration form on page 6 page 4
  5. 5. marcus evansprofessional trainingTrainers – key to our success!marcus evans’ trainers are leading associate trainers. This ensures that our trainers are the best and most appropriate trainers for each individual course in terms of areasof expertise, training style, commercial industry experience and proven results.We choose trainers who are specialists in their respective fields and are dedicated to enhancing the skills and knowledge of our delegates through practical, interactive andapplicable training.Training style – making training dynamic!Our trainers are selected on their ability to inspire, motivate and empower delegates. This is achieved by delivering training that is dynamic and relevant to the day-to-daychallenges delegates face in the real world.All of the training courses offered represent a blend of tried and tested methods as well as the latest tools, techniques, market research, case studies and dynamic waysof thinking.A maximum of 25 delegates per course in deluxe training venues allows for interactive training through group discussion, role-plays and exercises giving delegates the “howto” applicable and adaptable skills that they can use on returning to work.Course content – making it relevant!All delegates complete detailed pre-course questionnaires before the event enabling trainers to tailor course content in order to meet specific delegate needs.Delegate objectives are re-visited before, during and after the event allowing us to focus on outcomes and address any delegate concerns as and when they arise.Where applicable, our trainers also act as coaches in providing one-to-one advice and feedback both during and after the course. To support your learning, we provide extensivedocumentation on all courses including, theory, models, exercises, worksheets, case studies, action plans, slides and further reading and reference material.Course informationUpon receipt of your completed registration form you will receive formal confirmation of your booking. Approximately three weeks before the respective course you will receiveall pre-course information including joining instructions, course timings, venue and accommodation information and pre-course questionnaires.Further informationPlease visit www.marcusevanspt-asia.com for further course information and training resources including:• Course Booking and Administration Notes• Accommodation Booking Service• Special Offers and email Updates• Recommended Reading Materials• Training Articles and News• Over 50 Public Course Outlines and In-Company Training SolutionsIn-company training solutionsIf you have a number of delegates with similar training needs then you may wish to consider having a cost-effective in-company training solution delivered locally or on-site.Courses can be tailored to specific requirements or developed as bespoke solutions. We also deliver activated teambuilding and leadership in-company workshops.Please contact Sarah Faradilla to discuss further possibilities at +603 2723 6600 or email sarahf@marcusevanskl.commarcus evans professional training courses combine the latest tools, techniques, market research, case studies and dynamic ways of thinking, deliveredby experienced trainers to ensure the skills and knowledge acquired are directly applicable to your organisation.Research the latest concepts, tools, techniques and tried and tested methodsTrainers the highest standard of dynamic trainers with cross-industry experienceTailored detailed pre-course questionnaires to address your objectivesApplicability training relevant to your needs and your workplaceInteractive limited numbers with group exercises, role-plays and feedbackAction planning, implementation and follow-upDocumentation comprehensive supporting notes and further reading materialsVenue deluxe facilities supporting the training environmentMARCUS EVANS PROFESSIONAL TRAINING page 5