From Insights to Great Messaging - Virtual

This event is sold out

Seats are limited and confirmation of attendance will be required in advance of the session.

To be added to the waitlist for this session, please send an email to jgreenan@ana.net with your name, email and phone number.

Insights provide a portal into our customer’s subconscious. Specifically, real and effective customer insights can dramatically improve your chances for successful marketing communications. Insights go beyond the quantitative research equally available to our competitors and the often superficial findings of qualitative research. Currently, our brands compete in an “age of sameness.” Insights help differentiate them from commoditized products into sustainable brands.

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.

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)

when

Start: Tuesday, April 14, 2020 at 2:00pm

End: Tuesday, April 14, 2020 at 5:00pm

WHERE

Virtual Workshop

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Individual Nonmember
Registration
From Insights to Great Messaging - Virtual Client-Side Tier $0 Platinum Tier $0 Gold Tier $199 Silver Tier $299 Individual $499 Nonmember $499

Instructors

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.