Marketing Strategies For Business Success
- Description
- Curriculum
- FAQ
- Reviews
About This Course
In a world of increasing customer expectations, huge choice, and greater transparency, marketing is getting tougher, and it’s the businesses that are taking a proactive approach that are the ones who are winning.
In this training course, Andy Hanselman explores how winning 3D Businesses make their marketing work and introduces the principles of modern, effective marketing in today’s crowded markets. By blowing away the ‘buzzwords’ and ‘myths’ of marketing (this is not about ‘advertising’ or ‘hype’) he will help you take a serious look at your approach to finding, attracting and keeping the customers you want, identify ways to do it better, and vitally, help you apply them to your business.
It’s about being ‘Dramatically and Demonstrably Different’ – doing things that your competitors aren’t doing – even better, its things that competitors can’t do! That means doing things that make you ‘stand out from the crowd’! It means doing things that get your customers talking about you and telling others. Today’s interactive and interconnected world means that this is even more relevant and powerful today… and will continue to be so.
‘Dramatic Difference’ is only any good if customers want it, recognise it, and are prepared to pay for it. Even better, is that they are prepared to pay more for it! As a result 3D Businesses ‘choose ‘em or lose ‘em’, That means that they ‘choose’ the customers they want to work with and ensure that their marketing efforts are channelled accordingly to get ahead and stay ahead of their competition. Andy will help you identify who your ‘best’ customers are and focus your efforts and resources accordingly.
It’s also about establishing proactive business generation systems and processes to generate sufficient levels of enquiries, leads, referrals and opportunities to help you meet your targets.
As well as comprehensively reviewing your current approach to marketing and the effectiveness of both your on-line and off-line business generating activity, you’ll be given tools and proven processes to seriously improve the impact of what you do, and need to do!
Who Is This Course For?
This course is for anyone looking to get to grips with the way they market their business and their products and services. You may be a business owner wanting to maximise the effectiveness of your marketing efforts, resources, money and activity, a senior marketing manager looking to review their marketing approach or a product or marketing manager responsible for hitting sales and marketing targets. Equally, you may be someone who simply wants to develop their marketing knowledge and skills for current or future positions.
What Will I Learn?
-
What exactly is ‘marketing’ and vitally, what does it mean for your business?
-
The common marketing mistakes businesses make and how to avoid them
-
Why Should I buy from you? Developing a ‘Dramatic Difference’ that differentiates your business
-
Standing out from the crowd – Demonstrating that ‘Difference’
-
Choose ‘Em Or Lose ‘Em! – Identifying and targeting the customers you WANT to work with
-
Make Sure You’re Getting Enough! – Taking a proactive approach to lead generation
-
Doing it consistently and getting everyone ‘on board’
-
Developing your own ‘Marketing Plan Of Action’
Your Expert Instructor
Andy Hanselman helps businesses, leaders and teams create a competitive advantage by ‘Thinking in 3D’! That means being ‘Dramatically and Demonstrably Different’! He has over 30 years of researching, working with, and learning from successful disruptive and forward-thinking entrepreneurial businesses and their leaders and is a recognised expert on business competitiveness. This has helped him identify the 8 Characteristics of 3D Leaders. Not the latest ‘fad’ or hyped ‘panacea’ for business success, nor a list of do’s and don’ts, or ‘magical answers’, but proven methodologies and processes that help successful winning leaders grow and develop their business, teams and themselves.
He has worked with a huge cross-section of businesses and sectors and has worked with businesses as wide-ranging as Tommy Hilfiger, Asda, B Braun, NHS, Universities and colleges, Vigor Enterprises Kuwait, Specsavers, Pallex, Grant Thornton, Jelf, Santander, Travelex, Mobile Mini and Ronseal and thousands of small and medium-sized growing, entrepreneurial businesses.
-
1
Marketing Strategies for Business Success: An IntroductionA warm introduction from Andy, who explains what the Marketing Strategies for Business Success course is all about. In this first section on ‘Making Your Marketing Work’, he highlights some of the issues facing businesses when it comes to maximising marketing.
-
2
What Exactly Is Marketing & What Does It Mean For Your Business?
Andy highlights the marketing challenges facing businesses today, blows away the myths of it being "something left only to the marketing department" and introduces his own definition of modern marketing. He also highlights how everyone in the business should be involved in marketing.
-
3
What Are We Up Against In Making Marketing Work?
Andy shares 10 key challenges we are all up against in making marketing work, especially in today's crowded, noisy, transparent and fast-moving marketplaces. Download the ‘10 Marketing Trends’ Checklist and measure yourself against them. You’ll then have the chance to identify your own Key Issues to help Make your Marketing Work.
-
4
Common Marketing Mistakes: How Do You Measure Up?
Andy introduces 10 common mistakes that businesses regularly make. This is an opportunity to spot those you might be 'guilty' of making, in order to identify what you need to do to overcome them. Download the #2 10 Marketing Mistakes Businesses Make supporting document.
-
5
What Do Marketing-Focused Businesses Have & Do?
Andy now goes onto exploring the 5 key things that successful, marketing-focused businesses 'have' and 'do'. It's a chance to 'take stock' and see how your approach to marketing 'measures up'. Download the ‘Maximising Marketing Effectiveness’ Assessment Toolkit. You’ll now have a chance to see how you measure up and from this will be able to develop your own 3D Marketing Plan.
-
6
Why Should I Buy From You?
In this lecture, Andy explodes the myths of 'USPs' and goes on to give an overview of the '3D model' (-1D through to 3D). '3D' is all about being 'Dramatically and Demonstrably Different' and doing things your competitors aren’t or can’t do. Here he explains how the overall model works and gives examples of some 3D Businesses. He quickly highlights the 4 sources ‘Dramatic Difference’ and having explored Source 1 ‘Be Disruptive - Create A New Model’, then goes onto explain each of the other 3 sources in more detail in the following sections.
-
7
‘Being 3D’ Source 2: Find The Gap
Andy shares examples of 3D Businesses that have 'spotted a gap' and focused on a niche by honing in on particular customer groups. Is this an opportunity for you and how would it work in your business?
-
8
‘Being 3D’ Source 3: Spot Problems, Solve Problems
Andy shares examples of '3D Businesses' who have spotted and/or have anticipated customer problems then provided an effective solution. They might even be problems customers never knew they had! What are the problems you solve/could solve?
-
9
Being 3D, Source 4: 'Break The Rules - Create New Rules'
Andy shares examples of '3D Businesses' who have 'broken the rules' or created 'new rules' to differentiate themselves in their market. From large organisations like First Direct Bank to smaller businesses, it’s about finding ways to break the rules and create ways to stand out from the crowd. What does this mean for you and your business?
-
10
Demonstrate Your Dramatic Difference: A Process
Following the ideas outlined in this section, Andy encourages you to set aside some time to build on the learnings, reflect a little and then develop your own Dramatic Difference. Download the 'Develop Your Dramatic Difference' Toolkit and create your own Plan of Action.
-
11
Identify Your Target Market
Andy shares examples of how '3D Businesses' identify their 'best' customers and how you can do the same.
-
12
What Does ‘Best’ Look Like For You?
By taking you through a structured process, Andy helps you identify what 'Best' looks like for you when it comes to customers and establish your own criteria to help you focus your marketing efforts. He also helps you identify ways to reduce or eliminate your 'worst' customers - or at least stop attracting and chasing them! Download the ‘Choose 'Em Or Lose 'Em Toolkit’ and you’ll have the chance to develop your own priority actions to ‘Choose Em or Lose Em!’
-
14
Business Generation Activity In Action: The Funnels
Andy introduces the principles of lead generation funnels (or as he calls them says ‘buckets!’) and what they look like in the real world. He explains how to recognise the key stages of your business generation activity, the time scale between stages and the need to be proactive. He demonstrates this by talking through 2 live examples and linking them to monthly goals and targets.
-
15
Create Your Own Recipe
Andy shares a step-by-step guide to developing your own Business Generation Activity Plan using the template provided. Download the ‘Get Proactive And Focused’ Toolkit and give it a go. Remember as Andy says it works best if you get everyone involved and break it down into bite-sized chunks.
-
16
Keep Your Finger On The Pulse
In this lecture, Andy explains how having created your goals and targets it’s crucial to monitor and measure your marketing activity and take action as a result. It will change and it’s important you keep it alive. Make it available and visible to all, create graphs, share it in meaningful ways and keep on top of it.
-
17
Demonstrate Your Dramatic Difference: A Process
In this lecture, Andy takes you through a proactive process to help you ‘Demonstrate’ Your ‘Dramatic Difference’ by using a step-by-step framework that you can adopt for your business. Sharing positive practical examples he highlights how 3D Businesses do it and how you can too. Download the ‘Demonstrate Your Dramatic Difference’ Toolkit and you’ll be in a position to pull everything together get ‘Thinking in 3D’ in your business.
