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

trainer

Mary Czarnecki

Mary Czarnecki is a co-founder of MAC Marketing Partners, the customer-centric marketing agency for market-leading brands. Mary has 20 years of experience driving revenue and customer impact growth for Fortune 100 companies and is no stranger to the "virtual environment", having delivered consulting and training services "remotely" since 2015. She is a regular advisor to market-leading brand teams and in addition to her work with MAC Marketing Partners, she applies her expertise in brand building and social media strategy to develop personal brand platforms for high-impact female entrepreneurs and executives to accelerate both career and business success.

Mary has been acknowledged as a top instructor for the ANA’s School of Marketing and has developed several online courses for business leaders and entrepreneurs. She also leads live virtual group coaching programs for executives and entrepreneurs on topics such as virtual leadership, brand development, and online business growth.

Mary received her M.B.A. and M.E.M. from Yale University and B.A. from Princeton University.