Marketing Strategy Workshop Agenda

1. Introductions

  • Identifying who is attending and where they are from
  • Understanding where attendees are with their marketing strategy
  • Identifying what attendees are aiming to achieve from the workshop


2. Marketing Strategy Context

  • Understanding what a marketing strategy is
  • Understanding how marketing strategies have developed in changing times
  • Understanding the business benefits of having a sales and marketing strategy


3. Step 1 – Know Your Business

  • Establishing that businesses need to understand where their business is currently before they can plot a course for where they want to get to
  • Establishing what aspects of their business they need to understand including their market, offering, customers, competitors and performance
  • Introducing tools and methods for understanding their business from a marketing perspective
  • Encourage delegates to work in their groups and think about how they understand their business currently and to identify the gaps that they need to fill


4. Step 2 – Setting Effective Marketing Objectives

  • Establishing the benefits of setting effective marketing objectives
  • Establishing what constitutes ann effective objective using Smart
  • Identifying all of the objectives that can be achieved through effective marketing
  • Encouraging delegates to work in their groups and identify which marketing objectives they are already achieving and what they need to achieve next if they are to reach their long term goals


5. Step 3 – Positioning

  • Understanding what marketing positioning means in 2013 in terms of offering, price, message, offers, brand, associations, internet marketing and social media
  • Encouraging delegates to work in their groups and think about how they are positioning themselves currently and what opportunity there is to position themselves differently


6. Step 4 – Proactive Marketing

  • Identifying all of the proactive marketing initiatives that are available
  • Establishing which proactive marketing initiatives are most successful and how to prioritise proactive marketing initiatives
  • Encouraging delegates to work in their groups and think about which proactive marketing initiatives are available to them and which they should be implementing


7. Step 5 – Maximising Sales

  • Establishing what sales is and the difference between sales and marketing
    understanding how to motivate ourselves and those that sell for us

  • Encouraging delegates to work in their groups and establish how sales in their businesses could be improved


8. Step 6 – Measuring Marketing Activity

  • Establishing the critical importance of measuring the return on marketing investments
  • Introducing tools and methods for measuring marketing performance
  • Encouraging delegates to work in their groups and establish how they are measuring their marketing performance currently and how they could be improving measurement
  • Encouraging delegates to work in their groups and think about which proactive marketing initiatives are available to them and which they should be implementing


8. Questions & Close