Introduction to Advertising
This one day course is designed for anyone who wants to manage and/or produce their own advertising effectively or is new to a marketing function and needs to understand how advertising works
What advertising can and can’t do
Setting advertising objectives, identifying the right audience and structuring an appropriate campaign plan
Advantages and disadvantages of a range of traditional and ambient media
Using a rate card and booking space
How to brief a creative and other suppliers
How advertising agencies work; typical structure and key roles
The key elements of an advertisement; headlines, body copy, straplines
What makes messages effective; using features, advantages and benefits; positioning; the principles of AIDA
Using a response mechanism
Other useful tools and techniques
Using The Internet As A Marketing Channel For Businesses
Why Focus On Using The Internet As A Marketing Channel [for Promotion & Consumption of your products and/or services]?
Your company may have a superior product in terms of Brand Recognition, Pricing & Usability however - without giving adequate attention to the path that the product takes before it end up in the hands of the end user; your organization can quickly find itself losing significant market share.
The internet is becoming increasingly involved in the purchasing decisions of the end user. The internet can be both a strategic Promotion as well as Consumption channel. The challenge however is for organizations to incorporate the internet into the corporate plans from a strategic perspective.
Benefits of attending this comprehensive course will include :
Learning practical tips how to stabilize existing client bases, acquire new customers and ultimately drive revenues
Getting simply stated, armed with the practical, down to earth, tried and tested information
Enabling the organizations to modify and extend their strategies & Tactics as appropriate in order to separate themselves from the competition
Why should you attend?
The overall effective use of the internet as a channel to market works in conjunction with the existing components of the Business strategy, such as Branding, Pricing, the USP & specific target Market segments in order to ultimately sell more to existing customers as well as acquiring new ones. As the focus of this program extends far beyond the standard practice of a company having a website and employing an agency to run Pay Per click campaigns all those involved with the Sales, Marketing and Support functions of the organisation will gain from exposing themselves to the content of the seminar.
Theory into Practice
The program examines and challenges key existing offline Marketing strategies & tactics and makes use of discussion and analysis as a foundation of how to incorporate them with full use of the internet and the New Technologies as a marketing channel.
Attendees will be given practical examples, tools and techniques which will help them to strengthen and bolster existing plans by incorporating the internet into Business and Marketing strategies, making use of the new technologies.
Some of the sections & subject matter of the seminar are as follows:
Engaging customers via the corporate website
Social Media Marketing
Pay per click traffic vs/in conjunction with organic traffic generation
Outsourcing traffic generation vs PPc fees
Developing traffic generation via natural organic search listings
Bringing clients into the lead generation funnel via the internet
Building a database of potential clients
Auto responder systems
Generating market research subjects
Educating users in exchange for customer information
Online membership sites
Provision of online manuals and training
Identifying potential buyers
Dominating the search engines
Getting into the mind of the internet user
SERPS [search engine ranking positionings] for all major product categories
Natural organic traffic
Link Popularity / Link Reputation
Move clients from online to offline
Use of lead generation details
Engaging clients in various online stages
Selling at the top of the funnel
Cycles of online and offline communication
Affiliate and joint venture marketing
Engaging with partner organizations
Managing the relationship
Making use of customer list
Joint venture marketing
Social media as part of the overall business strategy
Generating traffic via social media presence
Which social media sites to focus on
Using lead generation to guide clients through the marketing funnel
Engaging with different types of content
B2B Brand Management
A lot of courses deal with Brand Management but only few of them focuses on Business to Business branding. This course focuses on B2B branding which is substantially different from B2C brand management.
B2B Branding Characteristics
Differences between B2C and B2B branding
B2B brand Relevance
Power of the Business Brand
B2B Branding Dimensions
B2B Branding Process
B2B Success Stories
Is a brand something you own?
Do brands take care of themselves?
Brand Awareness vs. Brand Relevance
Can Outsiders do your brand job?
Branding in Big Picture
Corporate Social Responsibility
Branding in East Asia
Design and Branding
A Practical Guide to International Trade
Why should you attend?
We live and work in an increasingly global market which offers opportunities at every turn which we need to take. In some ways the world market is becomingly increasingly accessible, especially thanks to the internet. However, with the increased opportunities come increased competition and most of the complexities (about International Trade) remain in place.
Knowing the best ways to find your place on the international market is crucial to the success and growth of any business. We can provide you with the useful information and the best practice examples to make your International Growth plans and targets come true.
Is business an increasing challenge to you and your company?
Do you need to find new markets and new clients? Do you need to increase sales and profitability?
If the answer is yes to any of these three questions then this is a must do. The knowledge we give you will get you into new markets and enable you to find new clients.
Turning theory into practice:
The purpose behind this 2-day training course is to simplify and explain the processes of International Trade. You'll leave our event more confident and more positive to continue and expand your international activities. We'll provide several examples (involving trade in the Far East, Eastern Europe, USA and other markets), case studies and exercises to enable you to improve and expand your knowledge about International trading.
Who should attend?
This course is designed for Sales and Marketing managers & professionals involved in International Trading.
This course is also vital to everyone who trades with other markets and needs to improve their knowledge and approach.
Being successful in international sales
Methods of getting your products / services to new markets
Best practice and optimal ways for companies to significantly develop their presence on new and existing overseas markets
Means of communication to achieve increased sales including face to face meetings - the best way to develop relationships & grow business
Specific examples of international sales experiences in Far East & US markets.
Specifics of International Marketing
Methods for routes to market your goods
Best practices for marketing internationally
Practical examples/exercises to differentiate routes the market in Far East, Europe, US and elsewhere
Tips for Negotiating home and abroad
Differences of domestic and international trade
Up to date methods of negotiation for international buying and selling
Specifics of CRM in international trade
Best examples of buying and selling experiences on international market
Cultural aspects of International trade. How to be recognized abroad.
Nuances of cultural behavior on different markets
Unique behavioral specifics of some cultures to keep in mind
Examples of cultural specifics of Far East, Eastern European, US and other markets and the best ways to deal with them
Benefits to you:
Getting essential knowledge and the most up-to date information about International Trading
Feeling more confident, more positive and better equipped with the right tools to increase and expand your business, especially from new and increased international business
Learning from the best practice of successful companies, participating in discussions and exercises will get you and your company into new markets and enable you to find new clients
Exploring suitable methods of accessing new markets
Finding the best solutions and useful instruments relevant to your company/industry
Understanding Your Brand and Your Business
This course is designed for all staff requiring a wider view of their part of the business; their specific roles within it; and of their involvement in improving its contribution to the organisation as a whole
Format of the course
A combination of:
By the end of the workshop, attendees will be able to:
Explain what “brand” is and how they can influence it
Understand the process for Change strategies and your company’s position within them
Detail the relevant principles underlying any change to a business
Realise the importance of Customer / Stakeholder relationships in the successful running of any business
Define the financial aspects of a business and of the delegates’ part of that business
Determine the important aspects of negotiating to ensure the best possible outcome for their part of the business
What is a “brand”?
What is your company’s brand?
What can I do to influence the strength of the my company’s brand?
Basic Change Strategies
The need for a company’s managers constantly to assess the current status of their part of the organisation – particularly when compared with its peers and competitors – and introduce pro-active (rather than re-active) changes
The “STARS” model of Change Strategies and Planning
How / Why previous change has gone well?
How / Why previous change has not gone well?
Lessons to be learned from previous change initiatives (in your company and elsewhere)
The 9 Change principles – and putting them into practice
Lewin’s model of Change Implementation
The Change Kaleidoscope
The Psychological Affects of change
How am I feeling now? How are my colleagues felling now?
How will I / they feel as a change process unfolds?
Customer / Stakeholder Relationships
What is a Customer?
What is a Stakeholder?
How can I get the most from each Customer / Stakeholder interaction?
The Service : Profit Chain
Financial Aspects of a Business
Profit & Loss Accounts
Vision / Mission Statements
Objective Setting to meet deliver the Mission Statements
Performance Management to exceed the agreed Objectives
Negotiating for Best Results
Communication in Negotiation
The importance of Effective Presentations
Different Negotiating Strategies
The 3-phase Negotiating Process
Tworzenie stron internetowych i optymalizacja pod kątem marketingu internetowego
Social Media - facebook, twitter, blog, youtube, google+
Marketing on the Internet
What is socialmedia? phenomenon of online communities
Examples of current Internet campaigns
The main advantages of social media over traditional communication channels
Social Media and Advertising
Business benefits resulting from the campaign socialmedia
Selection of the communication channel
E-Consumers - participants rather than users - who they are, they are looking for and what you expect?
Basic terminology in e-marketing
Targeting online advertising
The performance indicators
Efficiency and optimization activities
Social networks: scopes, operation, function
Building a community around the brand - goals and methods
Engagement Marketing on social networks
Word of Mouth Marketing - Opportunities and threats and a code of good practice.
Viral Marketing - how to design a successful viral campaign
Handling of critical situations
Overview and specifications of basic communication platforms and their use in various industries
Cooperation with bloggers
Create a campaign image on the web
Basic principles of creating communication strategies in social media
Effective communication on the internet
What to focus on and with what to give up.
Rules for a good e-mailing
Analysis and monitoring whether our actions are achieving the intended benefits
Available analytical tools and their application in practice:
Statistics Facebook and YouTube
Available Social Media Monitoring Tool
Practical measurement of ROI, the cost of obtaining the user / customer and their activation
Assessment of the impact of Social Media on the image of the brand as a whole
Completion of training and assessment
Facebook in advertising and marketing
What tools and the benefits of Facebook?
Facebook as an effective tool for Social Media
Examples of great successes on Facebook
The attainment of the business: sales, image, activities
Creating a strategy for building a business on the internet
The foundation and to create your own profile
Setting facebook with WordPress
Fan page, what it is and what gives?
How to change the profile of the fan page?
How to attract attention and gain new fans?
How not to be reset?
How to calm comments?
How to measure the achievement of business objectives?
Statistics - page Analytics
Extras from Facebook for Business
Positioning and optimization of the site on Facebook - SEO on Facebook
Facebook in our company
Gaining new fans through the "Like" (new)
Active ad on Facebook
Integration with other services fanpage
How do I get customers to promote any product / service among friends?
Facebook Comments - effective comments
Changing the design of Facebook - create bookmarks
Discuss options and tools bookmarks
Discussion of the successes and failures of competitions on Facebook - Talk
Get more fans, customers and Promote your look with the contest on Facebook
How to run a contest on Facebook accordance with the rules
How to save the people using Facebook, the company's mailing list?
How to use Facebook people to pull out of the house?
Social Media Marketing
Why is Social Media Marketing so important these days?
The estimated number of social network users will be 2 billion this year and is expected to grow!
The business impact: 86% of marketers consider social media important
75% of marketers started using social media marketing in the last three years
Marketing budgets shift fast to social media
Social Media Marketing is beyond any doubt becoming more and more essential way of advertising your services and products on the internet.
Knowing how to handle the social media marketing strategies, applications and other tools allows you to create cost-efficient campaigns and get ahead of your competitors.
You will learn how to supercharge your customer in online environments like:
You will learn the fundamentals of the social media marketing environment and learn how to create effective marketing campaigns and essentially know how to:
Create social media marketing campaigns
Increase conversion rates
Improve your search engine rating
Improve customer experience
Improve brand loyalty
Reach more prospects with less effort
Minimize your marketing costs
Create exponentially spreading viral marketing content