From Insights to Great Messaging - Virtual
This event is over.
Seats are limited and confirmation of attendance will be required in advance of the session.
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.”
Target Audience
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.
Download the full benefits here
- Setting the Stage (10 min)
- Insight Overview (40 min)
- Insights and Our Target (45 min)
- Target Behavior Objective, Insight Case Study (30 min)
- Insight-Driven Communications "Idea" (40 min)
- Closing & Activation (15 min)
Instructors
Mary Czarnecki
An influential speaker and consultant, Mary Czarnecki is a trusted advisor to professionals who want to make their message matter in an increasingly distracted world. She helps both teams and individuals use the art of storytelling for personal and professional success.
Leveraging her experience in marketing and strategy roles with Johnson & Johnson, WebMD, and Accenture, Mary now works with market-leading brands and business leaders, helping them break through the noise and tell their stories with confidence.
As a top-rated Faculty Instructor at the Association for National Advertising, Mary has trained thousands of professionals on a wide range of topics, including brand storytelling, effective communication, and creative brief writing.
Mary is a Business Made Simple/StoryBrand Certified Coach and earned her MBA and Master of Environmental Management from Yale University and her BA from Princeton University. She’s the host of the Sticky Note Marketing Podcast, co-owner of The Joel Palmer House Restaurant, and resides in Oregon’s Willamette Valley.