Strategic Customer Centered Marketing

1

Setting The Stage

Learn

:30M

• Introductions, meeting set up, and course objective(s)
• Engage room – get them talking and invested: round the room for name, role and hopes for the session; manage expectations against hopes via dialogue (being clear what we will/will not cover)
• Review L.E.A.D. and how we’ll use the approach throughout the day
• Review the day’s agenda

2

What Is Marketing Strategy?

Learn

:10M

• Review the current, evolving landscape of product-driven vs. customer-driven dynamics

Experience

:10M

• Understand industry best practices within a product driven market place

Apply

:10M

Exercise – Peer Discussion/Q&A:

• Discuss customer driven marketing: what it looks like, their experiences with it

3

The Biggest Marketing Strategy Challenges

Learn

:10M

• Present 3 challenges: 1) the brand conversation is always on; 2) product centric vs. customer centric tendency; 3) death of the traditional marketing funnel

Experience

:10M

• Provide timely examples to bring the above challenges to life

Apply

:10M

Exercise - Peer Discussion/Q&A:

• Discuss how these challenges are impacting the participants

Break

:15M

4

Getting to Know  Your WHO

Learn

:5M

• Learn the WHO WHAT HOW Framework
• Learn the importance of deeply understanding the WHO (target customer) and the ways to do so (4 WHYs)
• Appreciate the importance of starting with the WHO, as it enables knowing your target audience first which leads to the most effective and relevant (customer centric) strategy
• Learn Fact vs. Interesting Fact vs. Insight

Experience

:10M

• Discuss demographics, psychographics, behavioral and how to use each
• Provide timely examples of companies who leverage data well
• Utilize 4 WHYs tool to uncover insights
• Understand Insight vs. THINsight

Apply

:45M

Group Exercises:

• As a whole group, take a “quiz” to determine an Insight vs. a THINsight
• Then in small groups, use an illustrative case study (2 illustrative case studies provided; half of the groups use one, half the other); participants apply the 4 WHYs tool to create an insight
• Groups report back, give/receive feedback from instructor and from peers

Lunch

:45M

5

Getting to the Right WHAT

Learn

:10M

• Learn about the message—the WHAT—understanding the product offering and the competition to determine your point of distinction
• Learn how to have the insight drive the WHAT: does the WHAT meet this want or need?
• Learn the spectrum of WHATs that could be promised: primary, secondary etc.
• Learn Reason To Believe’s: what they are and how they are correctly used to directly back up the WHAT

Experience

:10M

• Understand best practice examples of
  Insight > Benefit > RTB(s)

Apply

:10M

Group Exercises:

• Practice creating the WHAT as a group: participants are given WHAT choices and must choose the one that addresses the insight
• Then they are given RTB choices and must choose the one that directly supports the WHAT

6

HOW To Best Bring Your WHAT to Your WHO

Learn

:10M

• Explain how the WHO and WHAT lead to the HOW
• Explain the “kangaroo” effect of how we typically leap to channel too soon
• Learn the Customer Journey tool that enables customer-centric channel planning: “phase > barrier > communication objective > channel approach > channel selection” as a way to make thoughtful, customer-centric channel choices
• Learn the P.O.E.T. tool as an effective way to navigate the plethora of channels available

Experience

:10M

• Discuss how participants currently select channels
• Provide illustrative case examples that use the Customer Journey tool and P.O.E.T. tool to create tangible understanding

Apply

:10M

Group Exercise:

• As a whole group, participants are given an illustrative case study with WHO and WHAT provided, and are asked to apply the Customer Journey and P.O.E.T. tools to determine channel selection

7

Putting It All Together: WHO WHAT HOW

Apply

:90M

Exercise:

• Participants are given illustrative case studies (2 total, half the groups work with one, and half with the other) and are asked to complete a worksheet with all the tools they have learned within the WHO WHAT HOW.
  • Illustrative cases provide more information than needed so that learners need to apply the WHO WHAT HOW principles to choose what is relevant to craft the customer centric model
• Participants complete the WHO WHAT HOW worksheet (45 min) then report out and receive feedback from instructor and peers (45 min)

Break

:15M

8

Applying Who What How To Briefs

Learn

:60M

• Participants learn the importance and power of strong briefs
• Participants learn how to set a “SMART” objective and align WHO WHAT HOW to it
• Participants learn the “5 Deadly Sins” of weak briefs as well as the importance of a tight brief
• Participants are introduced to the Brief “House” tool and the Brief Checklist for assessing briefs

Experience

• Group discussion about how participants have worked with briefs
• Group assesses strength of Objective examples

Apply

Group Exercise:

• Participants are broken into groups and use a brief that they have brought with them, or a “weak” brief provided, for which they will build the house and use the checklist to assess what is needed to strengthen the brief
• Participants report out and identify what “sins” they see in the brief and how to address these

9

Learning Reflection

Learn

:15M

A final overview of:

• WHO, WHAT HOW with the reminder to always start with the WHO
• Ensure the need of the WHO defines the WHAT
• How the HOW is constructed via the Customer Journey and P.O.E.T. tools
• How a strong Brief is a great start

10

L.E.A.D. Action Plans

Discover

:15M

• Group reflects on learnings: what is most valuable takeaway; questions
• Instructor provides tip sheets with key tools
• Participants fill out LEAD action plans: how they will take this learning back to their team
• Closing remarks and course survey