Marketing Strategies and Planning

Introduction

Operating a successful business requires ongoing assessments of how marketing resources are allocated relative to meeting the company’s financial goals. The most wonderful and beneficial products in the world will not mean a thing in regards to your company’s financial bottom line if nobody knows about them. For this reason, acquiring professional-level marketing skills are necessary when it comes to helping your business live up to its full potential. Marketing strategies and planning help translate financial goals into action steps to drive demand for a company’s products or services.

The strategic planning process assesses the internal and external environments in which your business operates. It focuses on identifying a business’ strategic or core competency relative to market opportunities. An organisation’s marketing strategy lays the foundation for building an effective marketing plan. This LAKESHORE ISL Marketing Strategies and Planning training seminar is designed to give participants a deep dive into core marketing strategies, best practices, and planning principles such as customer and competitor analysis, value pricing, relationship management, brand management, and social media marketing.

This LAKESHORE ISL training seminar will highlight skills to:

• Analyse existing product and markets in terms of the ability to gain market share, grow revenue and, sustain or grow profitability
• Establish metrics for the measurement of marketing programme effectiveness
• Oversee the company marketing function to identify new customers for products and services
• Establish short and long-range marketing plans, Objectives, and operating procedures
• Explore new ways to identify and engage new customers using social media platforms

Objectives

At the end of this LAKESHORE ISL training seminar, you will learn to:

• Develop a marketing strategy for your company to meet agreed marketing Objectives
• Plan, budget and implement effective marketing initiatives
• Build trust, communicate effectively, and collaborate with other stakeholders
• Develop effective marketing communication programmes
• Conduct periodic analysis of marketing efforts, effectiveness and ROI
• Analyse market trends and recommend changes to marketing and business development strategies

Training Methodology

This LAKESHORE ISL Marketing Strategies and planning training seminar encourages delegate participation through a combination of lectures, group discussions, practical exercises, case studies, video clips, and breakout sessions designed to reinforce new skills.

Organisational Impact

• Major benefits to the organisation include:
• Cost and time savings generated from more effective marketing strategies
• Improved professional public image
• Increased brand recognition and loyalty
• Greater long-term profitability
• Integrated marketing strategy throughout the organisation
• Higher level of customer satisfaction and retention

Personal Impact

Participants will gain the following significant benefits:

• Higher level of marketing skills and job satisfaction
• Improved ability to implement and realise specific goals
• Enhanced communication and persuasion capability
• Greater confidence as a marketing professional
• Improved productivity and adherence to quality standards
• Increased potential for promotion

Who Should Attend?

This LAKESHORE ISL Marketing Strategies and planning training seminar is for anyone who desires to expand their expertise in marketing best practices, policies and procedures. Delegates do not require any previous marketing experience to benefit from this training seminar. This LAKESHORE ISL training course is suitable to a wide range of professionals, but will greatly benefit:

• Marketing Professionals
• Public Relations Practitioners
• Marketing Managers
• Sales Managers
• Brand Managers
• Business Owners

Seminar Outline

DAY 1

Communication Strategies to Improve Marketing Effectiveness

• Time-proven Marketing Principles and Persuasion Techniques
• Written Communication Best Practices
• Direct Marketing: Telephone and Email Marketing
• Public Speaking and Presentation Skills Development
• Interpreting Nonverbal Communication
• Aligning your Marketing Message to Your Customer is “buying style”

DAY 2

Competitive Marketing Planning Best Practices

• Tactical vs. Strategic Marketing Plans
• Customer Segmentation Analysis
• Brand Positioning and Strategic Marketing Planning
• Business Promotion and Event Planning
• Developing Marketing Key Performance Indicators
• Aligning your Marketing Mix Elements with Organisational Goals

DAY 3

Driving the Total Customer Marketing Experience

• Identifying Internal and External Customer Expectations
• Customer Lifetime Value
• Going the Extra Mile to exceed Customer Expectations
• Designing a Customer-centric Digital Marketing Strategy
• Customer Feedback: Marketing to the Voice of the Customer
• Customer Service Recovery Best Practices

DAY 4

Digital and Social Media Marketing Planning

• Harnessing the Power of Your Social Media Marketing Plan
• Implementing Online Marketing Best Practices
• Initiating a Social Media Engagement Plan
• Search Engine Optimisation Strategies
• Facebook and Twitter Marketing Campaigns
• Online Reputation Management

DAY 5

Creating an Effective Business Marketing Plan

• Utilizing SWOT to Prepare a Company’s “Situation Analysis”
• Customer Profiling: Identifying Your Target Audience
• Setting SMART Marketing Objectives
• Developing Marketing Communications and Tactics
• Establishing a Marketing Budget Plan
• Implementing the Marketing Plan throughout the Organisation