Amazon, Virgin and Starbucks are all well known brands, you know their
identity and what to expect from them. What did they do to get that way?
Information
Services frequently come under budgetary attack, and one of the most
common reasons is that customers don't identify with your brand.
How do
you currently communicate your range of Information Services to your
clients? Do you have new services which you want to promote or a new
client base to reach?
Marketing done badly is very expensive and time
consuming and yet the principles of consumer goods marketing can be
applied very effectively in the modern Information Centre, transforming
its impact and the perception of its services.
This intensive one-day
course explores the various ways you can build on your brand, raise your
profile, go beyond customer satisfaction and inexpensively market your
Information Service. Before you attend we'll uncover your specific needs
so we can weight the course appropriately and you are invited to bring
along your current marketing materials for discussion.
Outcomes:
-
know who your potential customers are
-
learn how to identify what your customer really wants and deliver it
-
understand what your brand is saying about you and its valuable
contribution to the long term success of your Information service
-
understand what marketing really is and the value for Information
Services
-
be able to segment your market so you can target them effectively
-
understand how to use a marketing communication plan to best effect
-
individual action plans to execute your marketing strategy
programme:
-
what does your brand currently communicate to your clients
-
how a successful brand generates revenue
-
selling the intangible - what are you really selling? and what are
your clients really buying?
-
components of a marketing strategy
-
understand the 4Ps - product, price, place, promotion and how you'll
use them
-
common marketing myths exposed
-
the value of techniques like :-SWOT analysis, Ansoff Matrix, Boston
Matrix
-
how to segment your market to enable you to target more effectively
-
key components of a marketing communication plan
-
guidelines on designing marketing material
-
identifying what your customer really wants
-
Customer care, customer satisfaction and customer collaboration;
what's the difference and why it matters to your future success.
speaker:Ruth Sanderson , Director, Blue Pea POD
Coach,
trainer and facilitator specialising in business and personal
transformation.
Ruth Sanderson is the Managing Director of Blue Pea
POD. With more than 15 years' experience in the business world Ruth
coaches and trains clients internationally, to get breakthrough results.
Her background is as a Scientist and Manager in blue chip Chemical,
Pharmaceutical undFMCG companies. During this time she managed Technical
and Research Library functions and led a number of company wide
Information Management projects.
Now Ruth specialises in the areas of
cultural transformation, leadership development, personal communication
and branding. Trained in the application of Archetypal Branding for
individuals, teams and organisations, she is also a certified Master
Practitioner and trainer of Neuro-linguistic Programming and its
successful application in business transformation.
