Marketing's Three-Point-Turn

ENTREPRENEURS hoping to take advantage of Manchester’s media renaissance are being invited to a series of free workshops, designed to help make the most of their business, by getting their marketing just right.

Three-Point-Turn will be run over three consecutive weeks in September, and guarantees to turn-around your business aspirations. Delegates must attend all three dates.

“Whether you have a start-up enterprise in mind, you’re a key member of a not-for-profit organisation, or even if you work in an established multi-national, everyone needs to invest time in a marketing planning,” says Lynne McCadden, Managing Director of Northwest Vision and Media.

“Beating the competition means you have to deliver best value to your customers, and Three-Point-Turn shows you how to do that,” she adds.

Places will be limited, so booking early is essential.

PROGRAMME AND WORKSHOP OVERVIEW
Marketing planning and the resultant plan is a logical sequence of steps providing answers to basic questions such as:

· ‘Where are we now' (audit or situation analysis)
· ‘What do we want?’ and ‘Where do we want to be?’ (objectives)
· ‘How are we going to get there?’ (strategy)
· ‘Who needs to do what and when?’ (action/implementation schedule)
· ‘Are we getting there?’ (control and evaluation)

WORKSHOP DATES

Workshop 1: September 7 2007
Introduction to Marketing, Marketing Planning and Strategy including Understanding Customers Marketing Audit & Strategy

Workshop 2: September 14 2007
The Marketing Toolkit – Product, Price, Promotion, Place, People, Process & Physical Evidence Marketing Tactics (‘Marketing Mix’)

Workshop 3: September 21 2007
Marketing Implementation, Control & Evaluation Marketing Action Plan & Controls

VENUE: Manchester Conference Centre

DELEGATE PROJECT WORK AND PRESENTATIONS
After each of the first two workshops, delegates will be given project work to be completed prior to – and presented briefly at – the next workshop. This work is geared to the completion of the relevant section of their marketing plan.

All are specifically dove-tailed, with the programme structure, content and project work combining to help produce a complete, usable and professional marketing plan.

WORKSHOP FORMAT
Delegates will learn through formal presentation, discussion, exercises and reference to best, and worst, practice.

Sample Workshop Content

· Marketing research – asking the right questions to underpin decision making
· Marketing audit – understanding our internal and external marketing environments
· Marketing strategy – doing better by being better/different – 4 strategic options
· Market segmentation – using research and customer insight to inform targeting
· Market attraction – determining how we intend to deliver added or differential value
· Marketing mix – tactical tools and techniques we can use to deliver the promised value
· Marketing implementation – getting things done through people and process engagement
· Marketing metrics – assessing the efficiency and effectiveness of our marketing activities

Evidence marketing planning works – Tesco!

Run by a marketer, focusing on understanding what customers value and delivering this better than competitors has resulted in Tesco transforming itself from a ‘stack it high, sell it cheap’ UK player into an international quality/value powerhouse.

With profits in 2005 in excess of £2 billion and market share approaching ⅓ - twice that of its nearest competitors (Asda and Sainsbury’s) combined! - Tesco also has the world’s leading loyalty card (Clubcard) and on-line grocery operation (Tesco.com).

It has leveraged its success to develop even more customer value in areas such as financial services such as insurance, home/catalogue shopping via Tesco Direct and is leading the charge into music downloads and video on demand.

WORKSHOP LEADER PROFILE
Tony Rowe, BA (Econ), MBA, PG Dip. Marketing

Tony is an independent Marketing and Information Technology consultant, educator and trainer based in Harrogate, North Yorkshire. His last corporate role was as Marketing Director of a travel technology/on-line travel reservation company he was instrumental in creating and floating on the London Stock Exchange (Alternative Investment Market) in December 2000.

Tony has spent the vast majority of his working life in business to business and services marketing environments and has considerable experience applying the fundamental principles of marketing and exploiting information technology in a broad range of industries including biotechnology, central and local government, construction, consulting, education and training, engineering, hi-technology, retailing, public and professional services, travel and wholesaling.

He has been a Course Director with The Chartered Institute of Marketing (CIM) for over seven years, where the develops and delivers CIM Professional Marketing Qualifications (Certificate and Diploma) and specialist programmes in areas such as CRM, Marketing Planning, Marketing Metrics and eMarketing. Tony has also run a variety of ‘in company’ programmes with prestigious CIM clients such as Amadeus, BT, Barclays, Centrica, Coca-Cola, Microsoft, Oracle, Ordnance Survey, Renault/Nissan, Sage, Schroders, Siebel, Toyota, UBS & Vodafone.

His particular business interests are in the use of information technology in marketing (CRM, database marketing, Internet etc.), marketing metrics (measuring marketing effectiveness) and customer value determination, creation, delivery and measurement.

He has a first degree in Economics and an MBA (1985) from the Bradford University School of Management where he has subsequently taught at both undergraduate and postgraduate (MBA) level.

Tony’s key areas of expertise include:

• Marketing Metrics – Measuring Marketing Effectiveness
• Marketing Research
• Marketing Planning
• Marketing Strategy
• Tactical Marketing
• Internal Marketing
• Marketing for SMEs
• Business to Business Marketing
• Integrated Marketing Communications
• Customer Relationship Management (CRM)
• eMarketing including eMail, Mobile and Search Engine Marketing

TO APPLY

To take part in Three-Point-Turn, please email Deborah Parker at deborahp@visionandmedia.co.uk or tel: 0161 244 4187 as soon as possible.