From Insights to Great Messaging (Virtual Open Enrollment)

Insights’ Critical Role in Breakthrough Communications
(Half Day Virtual Open Enrollment)

We live in an age of data — overwhelming amounts of quantitative data. However, this data is available to all our competitors, so our brands compete in an “age of sameness.” Insights help differentiate them from commoditized products competing on “price” into sustainable, memorable brands.

Unfortunately, insights are often misunderstood, inaccurately identified, and/or frequently confused with customer needs, requirements, commonly accepted beliefs, and data points. Thus the lack of effective messaging and real innovation in products, services, and customer communications.

Program participants learn a clear insight definition, how to differentiate real from “faux” insights, how insights are discovered through a detailed understanding of our target audience, how creative “ideas” are based on insights, and how to assess, comment, and coach creative work to reinforce unique consumer insights.

This highly engaging and interactive virtual workshop focuses on your unique marketing issues. Participants leave with actionable tools  concepts they can immediately apply to real-time marketing situations.

This workshop is an excerpt of the ANA Full Day workshop “From Insights to a Great Marketing Mix.” 

Who is this course for?

Marketers involved in brand management building, marketing communications, and product/service innovation. Appropriate for all marketing levels. Priority placed on marketers charged with marketing communications, where insights play a critical role.

Workshop Benefits

The benefits of attending this workshop fall under the following key drivers of growth: improving marketing effectiveness, increasing marketing efficiencies, and improving marketing ROI. 

This workshop helps attendees increase marketing effectiveness by:

  • Going beyond data/information to discover actual customer insights
  • Ensuring insights are truly insights versus mere data points, needs/wants
  • Understanding insights’ impact on marketing communications

This workshop helps attendees increase marketing efficiency by:

  • Understanding the critical role a detailed target audience description plays in insight discovery
  • Using insights to guide marketing communications
  • Assessing, commenting, and coaching creative to speed development

This workshop helps attendees improve marketing return on investment by:

  • Effectively commenting and coaching creative to maximize creative output
  • Applying the “idea” process, based on Insights, to optimize creative cycle time

Download the full agenda here

 

trainer

Roderick M. McNealy

Roderick M. McNealy is principal of McNealy Advanced Communications (MAC), whose mission is to provide insight-driven, customer-focused marketing solutions. Rod’s 38-year career has focused on marketing and advertising, and he worked in a variety of marketing leadership roles at Johnson & Johnson for 31 of those years. Rod has conducted management training and formulated implementation strategies for companies located in the United States, Europe, and Asia. He has consulted with health care, public and private sector organizations, and the U.S. Navy. 

Rod is a member of the ANA Faculty and is an in-demand speaker. He conducts marketing and advertising courses at Princeton University, the Yale School of Management, and Mount Holyoke College. He is the author of two books: Making Quality Happen and Making Customer Satisfaction Happen. Rod is a Princeton University graduate, with a Bachelor’s degree in American History. He received his M.B.A. from the Harvard University Graduate School of Business Administration.