Aligning Marketing to Sales (HALF DAY, ONE DAY)
When marketing and sales align, the potential for organizational improvement is enormous, with everything from marketing ROI, to sales productivity, to top-line growth reap the benefits. Marketing and sales alignment offers perhaps the single greatest opportunity for improving business performance. The issue is that Sales and Marketing view things differently. As a result coordination and alignment requires more than just tacking marketing onto the front of an existing sales process. True alignment necessitates coordinating marketing and sales activities, starting from the day you first make contact with a prospect as part of the initial education process through the sale and beyond to the customer relationship and ultimately customer advocacy.
Assignment Briefing (ONE DAY)
An assignment brief is the document marketers use to give directions for the projects they want their agencies' and other partners to accomplish. The brief should identify your project needs, objectives, target audiences, budget, and timetable and provide relevant background information. The quality of your brief is the key to getting quality work done. Too often, however, the assignment brief is incomplete or simply not done. The goal of this course is to help those giving assignments gain an appreciation for the importance for why and how to draft complete briefing documents.
Big Data for Marketers (HALF DAY)
This workshop, designed for marketing leaders with broad responsibilities for driving growth, focuses on practical applications of big data. We go beyond the hype to look at actual case studies of how big data is being captured, created, analyzed and applied in areas such as product development, customer experience enhancement, new customer acquisition, channel management and the creation of new business models. It’s a terrific way to improve your understanding of big data and ways it can be most relevant to your business.
Brand Management Fundamentals (ONE DAY)
Brand managers plan, develop, and direct the marketing efforts for a particular brand or product. It is not uncommon for a brand manager to be responsible for coordinating activities of specialists in production, sales, advertising, promotion, research and development, marketing research, purchasing, distribution, package development, and finance. Brand managers are therefore seen as the key people behind the success of any brand or product. They are responsible for improving the value of their brands or products, which in turn generates profitable returns for the company and shareholders.
Bridging Digital and Traditional Marketing (ONE DAY, TWO DAY)
Marketing is an integrated, holistic set of solutions, and one in which digital technologies are increasingly woven into every marketing activity and every point along the consumer’s decision process. A brand’s TV commercial may spark a consumer to use their tablet to learn more about the product; a shopper may see a point of purchase sign that encourages them to use their mobile device to help them choose which brand to buy; a gift recipient may love the product so much that they tell all their Facebook friends about it or write an online review; a brand’s public relations campaign responding to a disaster results in folks around the world becoming aware of the brand and donating using a phone. The digital channel has become essential to the way that consumers make choices about where to shop and what to buy; they use digital devices as their primary vehicle for communicating with and about brands. Consumers expect consistent messages and experiences with brands whether it’s on TV, in a store, on a web site, or through their social networks. To meet and exceed the consumer’s expectations, all marketers must have a solid understanding of the digital landscape and how brands can leverage digital channels to attract and influence consumers.
Business Acumen- How to Get the C-Suite to Listen (HALF DAY, ONE DAY)
It isn’t enough to conceive and execute a world-class marketing campaign. You need to communicate that success to the so-called “C-suite” of your corporation — especially the CEO, CFO and COO, who make budget decisions. It’s vitally important that you do so in language they understand. Too often marketing is perceived as a necessary evil that lacks the business acumen and “big picture” perspective to participate in executive management. This workshop will teach what you need to know about how businesses operate from a general profit/loss management perspective and how marketing specifically fits into various business models.
Content Marketing (HALF DAY, ONE DAY)
In this era of the “always on” consumer, accessing multiple kinds of content across multiple devices every day, the advertising campaign as anchor is no longer enough to keep brands culturally relevant and top of mind. It requires a shift from campaigns to always-on content marketing, requiring new competencies, organization, education and activation techniques to keep your brand front and center and in the conversation. Campaign, social and website content around your brand value quickly becomes irrelevant if it’s not created, curated, refreshed and sharable on a real-time basis. How do you organize and activate always-on content beyond just social listening and posting? How should you measure success? Does shareability really effect ROI?
Customer Centricity (HALF DAY, ONE DAY)
The consumer has moved to the center of the conversation. When you understand consumers, you have the insight and ability to elevate your marketing ROI. Knowing what consumers buy is important. Knowing why they buy is critical. That's the stuff competitive advantages are made of. This course provides insight into the strategies needed to create and execute consumer-driven marketing efforts. You will learn why changing the conversation from "what should we do" to "how can we satisfy our consumers" is smart and more effective. Participants will address their own consumer-centric challenges and create a blueprint to effectively build a consumer-centric marketing approach for their own organization.
Customer Experience Design (HALF DAY, ONE DAY)
In a world where commoditization is the norm, differentiation is key. The kind of differentiation customers will notice doesn’t come from what you say, it comes from what you do. Customer experience (CX) is a new discipline that helps you figure out what to differentiate and how to do it in a way that benefits your customers and your bottom line simultaneously.
Digital Innovation Lab: Organizing for Marketing in a Digital Age
New consumer touch points, solutions, brand experiences, and redefined categories are exploding in the digital age, prompting marketers to develop new strategies and ways of working. Organizations have to be agile to capture opportunities in real time – but most marketing organizations continue to operate by standards set in the 1950’s. Outdated organization charts fuel departmental and divisional silo-ism, where collaboration and integration remains too limited. Indeed, digital’s transformational impact on the way brands and consumers interact is broadly recognized – but how should you practically adapt your marketing structure, teams, processes, and tools?
Digital Leadership Masterclass (TWO DAY)
This two-‐day interactive workshop empowers organizational leaders to understand the impact of digital on business and unlock the potential of digital within teams.
Digital Marketing (HALF DAY, ONE DAY)
As broadcast and print media undergo dramatic shifts alongside the growing prominence of digital platforms, companies are often reacting to new marketing needs with one-off "quick fixes." Such actions often separate digital marketing from the overall marketing efforts rather than bring them together as one strategic entity. Measured thinking is needed when considering how a brand should build its communication platform across multiple media formats versus utilizing each communication channel as an individual medium. This session will focus on how to create a consistent yet strong story that is told across multiple media forms, both traditional and digital, in ways that leverage the strengths of each medium.
Effective Email Marketing (HALF DAY, ONE DAY)
Although consumers' communication habits have evolved with the rising popularity of social media and smartphones, brands are still turning to their dependable friend - email - to attract and retain customers and boost their bottom lines. However, because email is showing signs of low returns, savvy brand managers are adapting by combining email, social media and even mobile marketing tactics. Participants will gain clear insight into avoiding email Marketing's biggest pitfalls and ways to break through the inbox clutter.
Effective Writing For Any Platform (HALF DAY, ONE DAY)
Creating Consumer Connections in Print, Digital, Social, Mobile and More... In this workshop, we’ll explore and engage in writing across a range of platforms: Classic print (ads and collateral material), digital (web and Emails) and social (Twitter, Blogs, Facebook). There are countless and growing ways marketers are now engaging with their audiences and with each other. In an entertaining and engaging session, we’ll work through some tips, some techniques and some exercises that will make you a better writer for all the new platforms.
Elevating Your Creative (HALF DAY, ONE DAY)
This course will help you get powerful creative work that builds your sales overnight and your brand over time. Led by a seasoned agency creative director, this seminar guides you through the entire creative process, from positioning and the creative brief to judging creative work in rough form and giving the agency compelling feedback. You’ll also learn guidelines for making all your communications more effective, whether you are dealing with a 30-second television commercial or a tweet.
From Insights to Great Messaging (HALF DAY, ONE DAY)
Do you understand what you are trying to communicate? If not, STOP. Start by uncovering insights about your customers; learn what your customer values then worry about how to communicate that value to the customer. Be clear on what value your customer/consumer wants, then think about positioning your brand. Next define the market (who the relevant buyers are) and identify the attributes your buyers want (answering the question - what job does the customer want done?). Finally use this knowledge to write a great assignment brief. Your agency will not understand what's in your head to the degree that you do. You have to take the time to draft an assignment brief that clearly and passionately describes the communications job you want done.
Integrated Marketing Communications (HALF DAY, ONE DAY, TWO DAY)
Studies including ANA sponsored papers, show that the single biggest barrier to the development of successful Integrated Marketing Communications (IMC) strategies are cultures in organizations that don't tolerate inter-departmental communication and information sharing, or the development of plans that require a shared common objective. Despite the fact that the communications tools at a marketer's disposal work better if managed together in harmony rather than in isolation. Their sum is greater than their parts - providing they speak consistently with one voice all the time, every time. So while integrated marketing is more essential than ever because the power has shifted from the marketer to the consumer, marketers are still struggling with entrenched, parochial structures that inhibit these efforts from achieving their enormous promise.
Leadership Program: The Future of Advertising-NOW
We simply cannot continue advertising and marketing as usual. This intensive, hands-on ANA School of Marketing Leadership Program workshop delivered in partnership with the Wharton Future of Advertising Program, (@whartonfoa, #whartonfoa), will give you, the marketing leaders, the tools needed to prepare yourselves and your teams for the future.
Marketing Innovation (ONE DAY)
In today's rapidly changing marketplace, innovation and product development are increasingly important. Marketers in fact must find ways to develop innovative products faster and more efficiently than ever before. Companies simply cannot afford to continue doing business as usual. We are in a either "evolve or die" world.
Marketing Matters: Managing the Tools and Techniques to Take Brands to the Next Level (ONE DAY)
This practical, real world course helps participants enhance their marketing knowledge and skills to better direct the overall marketing function and effort to drive corporate growth more efficiently and effectively. The course covers the importance of brand positioning; the role of brand management; how to bring a campaign to life; the creative brief and strategy; developing a great marketing plan—and more.
Marketing Plan in a Day: A Better, Faster, More Effective Method (ONE DAY)
You no longer have the luxury of taking weeks—or even months—to create an annual marketing plan. Today’s marketing environment continues to unfold at a faster and faster pace. Marketing plans need to be created in a timely, effective manner; often revisited and revised on a quarterly or monthly basis. This results-oriented workshop will show you a new way to build a fully integrated plan in a matter of hours. The key is to bring your key stakeholders to the table. By building a plan collaboratively—as a silo-busting team in one simple planning session—you create a blueprint for action with timetables and milestones, responsibilities and accountability to produce more efficient, revenue-driven plans.
Measuring and Managing Marketing Performance (ONE DAY)
No CEO or CFO wants to hear that their marketing investment was a gamble, which makes marketing accountability one of the biggest issues facing the marketing community today. As a result Marketers must prove marketing ROI by demonstrating the impact marketing dollars have on revenue, then and only then, will Marketing stop being treated as a cost center and become a respected part of a company's revenue process.
Media Strategy (HALF DAY, ONE DAY)
This course is designed to elevate a marketer’s comprehension and understanding of media in a manner that if appropriately applied to your brand or service will become part of your “Marketing DNA” long after today’s hottest media headlines and trends have been replaced by others.
Mobile Innovation Lab: Transforming Your Mobile Marketing Customer Experience
In this mobile innovation lab, senior marketers will build innovative mobile experiences for their customers, learn best practices for more relevant advertising and integrate measurement approaches to be able to quantify the full value of mobile across the path-to-purchase. This lab delivers a hands-on learning opportunity to share and learn from the latest results of new approaches to mobile marketing from leading marketers, and provides a testing ground to build experiments with new innovative marketing ideas to develop the mobile marketing capability of your company’s organization.
Mobile Marketing (HALF DAY, ONE DAY)
Mobile technology is transforming personal communications driving increased interest in social media resulting in digital communications becoming accessible anytime, anywhere. This dramatic change is obviously having a significant impact on how organizations, businesses and brands connect with their consumers.
Multicultural Marketing- Marketing to the New Majority (HALF DAY, ONE DAY)
Marketing to consumers in the U.S. has never been more challenging. Marketing budgets are being reduced, new media channels are emerging daily and the consumer composition is evolving at a staggering rate. From translation to transcreation to multicultural-first efforts, this workshop will show participants how to identify, formulate and implement effective strategies and integrated marketing campaigns to effectively connect with individuals of Hispanic, African-American and Asian descent.
Optimizing Agency Relations (HALF DAY, ONE DAY)
This highly interactive course is designed to help you develop the skills of an effective client leader of agencies. It provides insights, tips, tools, exercises, handouts and ample real-life examples on how to produce excellent collaborative work with one’s agencies. Hands-on exercises cover agency differences, motivations, rules for success, effective briefs, successful creative feedback and orchestrating multiple agencies. We also provide tips and tools for agency evaluations, scopes of work, agency compensation and contracts.
Optimizing Your Ad Production Spend (ONE DAY, TWO DAY)
You’ll go behind the scenes for an insider’s look at the latest processes, best practices and cost efficiencies for getting the most value out of your ad productions. With a focus on integrating broadcast, print, and digital, this seminar will provide the tools necessary for effective and efficient production management. In addition to learning the flow of content creation across all mediums, you’ll also review the roles and responsibilities for each partner during the integrated production process. You’ll learn strategies for procuring the best deals within the ad production supply chain, including leveraging your creative assets, making the most of production incentives, setting up preferred vendor deals, and much more. You’ll also hear about what drives the costs of producing content for TV, print/OOH, web videos, websites, etc. and explore areas of how to optimize your production spend in these areas.
Procurement Beyond Savings (HALF DAY, ONE DAY)
Procurement leaders are playing an increasingly important role in governing the purchasing of marketing-related services. Often an organization's largest indirect spend category, debates about cost versus value and marketing's intangible nature makes this one of the most complex spend areas to manage. The complexities of marketing services procurement creates a number of challenges but with global marketing spend often running into hundreds of millions, procurement can add real value to the bottom line by implementing new processes, systems, techniques and approaches to tackle this often unmeasured and fragmented area of spend.
Social Media (HALF DAY, ONE DAY)
Social media vehicles are big and growing. New social outlets are emerging all the time. Harnessing the power of social media is exciting, enticing and necessary. So what are the social media? How do they work? How can they best be put to use to advance brands and businesses? And what kinds of strategies are necessary to guard against social initiatives that denigrate or even hijack brands? This course will provide insight into how social media works, it will uncover how brands must authentically engage with consumers in the new social context, and outline some successful social media do's and don'ts to increase brand engagement.
Sports Sponsorship/Event Marketing: How to play smart and win BIG! (ONE DAY)
It's no surprise that Sports Sponsorships is big business! Just as teams and athletes compete to win so do sponsors who look to the world of sports to showcase, market and link their brands. $$$Billions are spent each year by big and small companies yearning to reach their core audiences. Most companies are bombarded with constant pitches and you’re probably spending precious resources in this space already in an attempt to tie your brands to leagues, teams, colleges, motorsports, action sports, athletes, etc. But ARE YOUR DOLLARS WORKING HARD FOR YOU? ARE YOU RISING ABOVE THE CLUTTER? DO YOU KNOW?
Strategic Marketing (HALF DAY, ONE DAY)
Customer-centric and competitively dominant marketing strategies are vital to business success. This workshop will give participants tools for developing an effective marketing strategy by examining how firms can profitably create and sustain customer value. The focus of this workshop is therefore on go-to-market programs as well as designing integrated, strategic marketing plans. Participants will learn insight into the process of value creation and methods for sustaining that value for their consumers.
Technology Leadership for CMOs
Technology Leadership for CMOs is a one-of-a-kind workshop designed to help CMOs make the right decisions as they lead their marketing organization into the digital future. The workshop will surround its participants with a range of valuable perspectives. Participants will engage with faculty from the ground-breaking Kellogg Chief Marketing Officer Program, leading industry practitioners, digital organization experts from Spencer Stuart, and engage in structured peer to peer learning.
The Art and Science of Brand Building (HALF DAY, ONE DAY, TWO DAY)
Customers only love brands that provide great function AND they can connect to emotionally and identify with. And when a brand is loved it delivers stronger financial results to the company that owns it. But brands people desire don’t just happen – they are built based on knowing what is unique about the brand, tapping into how consumers think and feel about the category, finding an emotional connection between the brand and the buyer and then relentlessly delivering on that brand promise and experience.
ThinkLab (TWO DAY)
Long gone are the days when ‘creative thinking’ was the sole domain of our agency partners. Today, to become both innovators and enablers, we need to share the same creative, strategic and critical thinking skills as they do. Not only will this earn us a seat at their table – we’ll be sitting at the head where we belong. ThinkLab turns marketers into creators – capable of developing countless strategically and creatively sound ideas at light speed. It provides the insights, skills and tools necessary to elevate both the agency / client relationship and creative end product. And for the record – everyone in the organization is capable of creativity – regardless of role or discipline. ThinkLab provides everything needed to methodically work through challenges, turn them into opportunities, exhaust all possibilities and deliver new, breakthrough ideas and solutions on demand.