works with companies around the world on marketing strategy issues
Programs typically involve speaking, teaching, and/or workshops. The most popular include:
Improving Marketing Communications - Briefing and Creative Review (60 minutes to 4 hours)
This session focused on the two most critical areas for client-side marketers in the marketing communications process - the creative strategy or “brief” and the creative review. We teach how to write an effective creative brief by reviewing the criteria for success and call-out the most common errors. In the creative review section, we share ADPLAN framework developed at Kellogg as mechanism for providing objective, goal-oriented feedback and also talk through the soft skills needed to bring an creative concept to a successful outcome.
This is best done with an interactive student exercise where they work in teams to practice what they’ve learned. This includes developing a brief, creating a simple ad concept, and then critiquing another team’s work.
This session pairs well with the Creative Brief Blueprint book which can ordered at a discount for your team
Omnichannel Prioritization through Journey Mapping (90-180 minutes)
With an ever expanding palette of ways to connect with our customer, marketers can use a hybrid journey model to prioritize when, where, and how to intersect with customers to drive the most value. This model, while deceptively simple, has consistently provided value across industries: large scale B2B, CPG, Health Care, Law Practices, etc. Through identifying customer needs, perceptions (drivers/impediments) and behaviors and pairing it with business goals and KPIs on the firm’s side we’re able to reveal opportunities. This practical tool helps prioritizes channels and messages, strategically focuses efforts and helps to identify non-obvious sources of value creation and competitive differentiation across phases.
Can be paired with a case study for participant involvement and/or extended into a workshop for creating an initial map for your product/service
Marketing Essentials (60 minutes to 8 hours)
At the foundation of all brand elements lies a core understanding of marketing as the creation, communication and delivery of value. In this session we examine the central tenets of “Who are we for?” and “Why are we better?” We discuss the fundamental components of marketing strategy expanding our aperture to more fully gain competitive by holistically solving customer needs.
Can involve case study work and in-class exercises around segmentation and positioning strategy.
Creating Brand “Experience” (30-90 minutes)
Demystify “experience” and talk about how brands are differentiating by taking a more holistic view of the customer’s needs and finding new ways to intersect to create value. Fun session that uses best practices from Walt Disney World and shows how they apply in the business world.
Purpose Driven Marketing (45-90 minutes)
When does elevating your message beyond the simple benefits you provide make sense? This session examines the issue to help marketers understand when, why, and how to elevate their communications and embrace brand purpose.
Can be paired with an international case study that examines the issue of balancing consistency with local market adaptation in global branding.
Defining and Cascading Meaningful Goals (45 minutes)
How does a firm “grow 10%?” Firms struggle with lack of goal alignment from top to bottom and tactical activities that are misaligned. In this lecture we examine the paths to growth and then focus on deconstructing a topline dollar objective into specific goals. The ideal end state being that marketers (and their agencies) know and can measure what needs to be accomplished to reach fiscal targets.
Also consult on specific projects or issues. Due to time constraints, these tend to be short engagements, lasting up to one week.
If you are interested in having Kevin work with your group you can contact him directly