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

Director of Strategic Development, N3

Mary Czarnecki is a marketing and business strategist with 20 years’ experience in brand management, marketing strategy and business development with companies such as WebMD and Johnson & Johnson. Today, Mary works with companies and entrepreneurs to develop insight-driven, innovative sales & marketing solutions to drive both profit growth and customer impact. Mary specializes in brand positioning, audience insight development, social media marketing and sales funnel strategy.

In addition to her coaching and training business, Mary is currently the Director of Strategic Development at N3 where she develops strategic insights, business recommendations and campaign strategy for N3’s top tier clients including Google, IBM, Microsoft, and others. Mary was previously the Director of Strategic Account Development with WebMD where she delivered innovative online marketing campaigns for some of WebMD’s largest clients, including Clorox, Target, and Walmart.

Mary is a Princeton University graduate, with a Bachelor’s degree in Ecology and Evolutionary Biology. She received her M.B.A. from the Yale School of Management and her Master of Environmental Management from the Yale School of Forestry and Environmental Studies.