“ 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 <ul><li>As a result of this workshop you will: </li></ul><ul><li>Understa...
Strategic Planning Workshop: Workshop Guidelines <ul><li>Clear your mind and stay in the moment! </li></ul><ul><li>Be read...
Strategic Planning Workshop: Value Proposition Definition <ul><li>Value Proposition </li></ul><ul><li>What is it??? </li><...
Strategic Planning Workshop: Value Proposition Definition <ul><li>Value Proposition </li></ul><ul><li>A  unique  and  meas...
Strategic Planning Workshop: Value Proposition Example <ul><li>Ferrari has won more Formula 1 </li></ul><ul><li>championsh...
Strategic Planning Workshop: Value Proposition Definition <ul><li>Value Proposition </li></ul><ul><li>Why is it important ...
Strategic Planning Workshop: Reflection Time   <ul><li>Using the value proposition definition as a guideline, take 5 minut...
Strategic Planning Workshop: What To Do Tomorrow <ul><li>Contact one or two of your trusted client’s,  using the value pro...
Strategic Planning Workshop: What To Do Tomorrow <ul><li>Sample Value Proposition Metrics </li></ul><ul><li>Most  cherishe...
Strategic Planning Workshop: Brand Definition <ul><li>Brand </li></ul><ul><li>How do you define “Brand”? </li></ul>
Strategic Planning Workshop: Brand Definition <ul><li>Brand </li></ul><ul><li>The image the  market  has of your product o...
Strategic Planning Workshop: Brand Definition <ul><li>Brand </li></ul><ul><li>Who crafts your brand promise? </li></ul><ul...
Strategic Planning Workshop: Great Brand Examples <ul><li>Neiman Marcus </li></ul><ul><li>Rolls Royce </li></ul><ul><li>Ro...
Strategic Planning Workshop: Reflection Time <ul><li>Using the brand definition as a guideline, take 3 minutes and write d...
Strategic Planning Workshop: What To Do Tomorrow <ul><li>Develop your brand promise statement by defining what you want yo...
Strategic Planning Workshop: What To Do Tomorrow <ul><li>Sample metrics  to measure the effectiveness </li></ul><ul><li>of...
Strategic Planning Workshop: Customer Loyalty Definition <ul><li>Customer Loyalty </li></ul><ul><li>What is a  “loyal”  cu...
Strategic Planning Workshop: Customer Loyalty Definition <ul><li>Client Loyalty </li></ul><ul><li>A client that has  rejec...
Strategic Planning Workshop: Reflection Time <ul><li>List your top three most loyal clients using our definition as a guid...
Strategic Planning Workshop: Reflection Time <ul><li>List your top three most loyal clients using our definition as a guid...
Strategic Planning Workshop: What To Do Tomorrow <ul><li>Conduct a customer  “loyalty”  survey with an appropriate amount ...
Strategic Planning Workshop: The Financials – What Should Improve (sample metrics) <ul><li>Cost of Sales (COS)  - Should g...
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
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Strategic Marketing Workshop Vistage

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Workshop for develping an effective brand management strategy

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Strategic Marketing Workshop Vistage

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

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