This workshop develops a business and action focused marketing strategy to deliver against. This can be scoped for marketing in it’s broadest sense (proposition design; including products, services and pricing) or to focus on communications. The workshop immerses the team in the market, surrounding them with products and creative; their own (past and present), their competitors and the best in the world.

This workshop can be a follow on from, or combined with any of the other workshops, it often works best as a standalone. Every workshop is designed to fit your specific needs and circumstances. Below are a selection of the exercises we often use. These workshops are best held over one day with some preparation and a follow up meeting to lock down plans. However accelerated half days or in-depth one week workshops can also be very successful.

• Introduction and aims of workshop
  
  
• Define terms of reference; ‘market immersion’
  

  • Status of business (what’s going well, what needs work)
  • Performance (analysis against targets)
  • Stakeholder perspectives (customer, team, colleagues, shareholder, other)
  • Business Strategy – virtuous circles, customer proposition, people proposition
  • Summarise current activity – products and pricing, services, comms (marcomms, events, PR, global, local, collateral, sponsorships, internal, employee branding, CSR and so on)
  • Competitor analysis – positioning, activity, new entrants, substitutes
  • Best practise – case studies
  • Brand status – awareness, saliency
  • Customer status – advocacy, recommendation
  • Define target markets
    
    
• Segment, target, position
  
  
• Proposition planning – 7Ps
  
  
• Define delivery plan
  
  

  • Delivery plan (what will you do when)
  • Communications calendar
  • Targets and KPIs (how will you measure it)
    
    
• Summary and confirm plans

For more information contact us.
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