Healthy Life - Nutrient For Stomach, Nutrient For Thought: Workshop Marketing Approach
Glamorous start!
Times Network had an interesting concept that was meticulously executed at Hotel Taj Vivanta, m G Road, Bangalore on 18.9.15. I was invited for it… around other colleague Mr. Harish, likewise got an invite for the same. It was what I telephone telephone every bit a WORKSHOP MARKETING approach.
Times Network is a big media arrangement having pan-India marketplace leader products similar The Times of India, The Economic Times together with 6 TV channels including Zoom, Times Now …
The thought was to engage amongst prospects (like me), essay together with convert them into TV advertisers. The bait was a 45 infinitesimal highly engaging educative speak past times STEPHEN PEAD, Marketing together with Branding expert, NRS Media International, Sydney, Australia. The topic of Stephen’s speak was: THREE WAYS TO GROW YOUR BUSINESS. The setting was Taj Vivanta: a five-star hotel on m G Road, Bangalore, an up-market address!
The entire lawsuit was given an aspirational appeal, thus attendance was good. The follow-up likewise was abrupt together with persuasive, thus prospects were motivated to attend the workshop.
The marketing procedure from the TIMES GROUP, including, sending invites, telephone follow-up, sorting the prospects together with agreement those prospects where conversion chances were bright, was thoroughly analysed together with executed amongst aplomb past times their sales team.
Scintillating Stephen
Stephen Pead, gave advertising gyan inwards an attractive vogue amongst neat graphics together with videos too.
Some of his gyan (knowledge) nuggets are here:
a) In the 3 ways to grow your business, response the question: WHAT IS YOUR BUSINESS PLAN? The describe of piece of job organisation conception should live robust: the sales together with marketing strategy inwards the describe of piece of job organisation conception should drive customers to the business. This tin live done through advertising. The promotion should promote the production successfully together with live effective.
b) Brand advertising is also called top-of-mind advertising, ikon advertising, build recollect advertising together with awareness advertising. It is slow to recollect 3 brands inwards whatsoever category. However, the quaternary together with 5th is ever difficult. So it is vital to ensure leadership positions for the build inwards a category. Advertising helps displace the build into the consideration gear upwards of customers (on transcend of the ladder of recollection).
c) CALL-TO-ACTION advertising supports build advertising together with branding. This is a tactical advertising approach. An illustration of call-to-action advertising is: September sales is here! 50% authentic discount on production A, rush together with purchase today, offering opened upwards till stocks last!! However, such stimulate or activation or call-to-action advertising approaches, which accept sinus curve, volition demonstrate gaps inwards the advertising stimulate (ie., at that topographic point are periods amongst no ads.).
Peak together with valley activation advertising strategy has gaps inwards stimulate (see ppt foto)
d) To maximize comport upon of advertising, it is essential to accept a stimulate for 12 months, together with the call-to-action advertising should ride over together with higher upwards this sustained twelve calendar month campaign.
e) Good advertising should clarify: WHO YOU ARE, WHERE TO FIND YOU AND WHAT WE DO.
f) “Repitition makes your reputation”: repetition is the nitty-gritty of advertising. Promote inwards a differentiated agency inwards a confusing marketplace place.
g) The equation of advertising success together with for a goodness advertisement:
Good promotion = HERO (product) + EMOTION + RECALL
Make the production the hero, ensure somebody (reader or viewer or listener of advertisement) gets positive emotion together with ensure recollect through differentiation (eg., clutter complimentary ad., first-class colour, etc).
h) Stress on the USP of the product; supply the competitive payoff of the product, together with the point-of-difference.
i) Answer the enquiry to WHAT IS IN information technology FOR ME (customers are posing this enquiry inwards their minds constantly).
j) Analyse: What are you lot saying? To whom are you lot saying? How many times are you lot saying?
The other speakers from Times Group provided data on exciting invitation deals for potential advertisers to move into national advertising using the TV channels of Times group. They also gave analogies on how commodities through correct role of branding concepts (logo etc) tin live converted into brands for obtaining improve marketplace value. The key message was to latch onto ability of branding through TV advertising using the TIMES network of 6 TV channels.
This was done past times Times grouping through a smart agency of WORKSHOP MARKETING, the workshop existence conducted past times Mr. Stephen Pead!