Marketing Excellence In a Post-Crash World

A Half or Full-Day Interactive Workshop on the New Realities of Marketing

Following the economic and financial market crashes of 2008, a new approach to marketing is needed.

• Customers are now used to getting more for less, and they aren’t going back to their old definitions of value
• Budgets have been slashed and burned. And it will take new more compelling evidence of marketing program impact to build them back up
• Customers are even more in control than before the crash. They are well informed, fickle, and demanding
• Crowding, media and message confusion, lack of trust in brands and institutions is higher than ever due to the crash

So marketers need a new approach. This is not about new, cool, untried approaches to marketing. It’s about doing what is needed most to succeed in this environment. The approach – Marketing Excellence in a Post-Crash World has four components. It incorporates the best techniques from the past and new methodologies that respect the new power and mind set of your customers:

1. Proven Marketing Principles. Market segmentation and gaining deep customer insights may sound like old ideas but they are crucial elements of success in marketing. We have found that most organizations don’t do these things well. Segmentation is more important post crash than ever. Why? Frankly you don’t have the time or money to mess around with unattractive or low potential segments anymore. And insights are critical, but many companies still take a check the box approach to this. The good news is there are many new efficient ways to get deep insights to make sure you are on the same wavelength with your customers.
2. Conversations with Your Customers. Conversations build relationships, which lead to loyalty and success. With the social media tools available today, there is no excuse for not having conversations with all of your customers. And, you need to have high touch conversations with your top customers. How much time do you spend with them face to face? Ask the single most important question “if you could change just one thing about being my client, what would it be?” This means you have to listen. Last time we checked, there weren’t too many good conversations happening without listening.
3. It’s the Experience, Stupid. What kind of experience are your CUSTOMERS REALLY having? Do you understand the basics and fix what is most important and broken. Also make sure to focus on time—are you wasting your customers’ time? And are you confusing and frustrating them? Sadly, this happens all the time. You might say “that’s not the job of marketing”. Well, guess what, in the post crash world, it is your job.
4. Don’t Be Afraid of Process. Effective marketing requires discipline. And of course lots of metrics. Do you have a marketing process or framework that gets used and reused in your company? Or do different people have to make it up every time? Hope not, that is not productive and very un-post crash. Oh and by the way, be a maniac about ROI and attribution. If you can’t measure the return on your marketing or advertising investment, don’t do it. Your CFO was all over this before the crash, and you ain’t seen nothing yet.

Marketing Excellence in the Post-Crash World is an interactive workshop that provides the insight marketers need to be successful in the very different business environment that exists after the economic and financial markets crash in 2008.

At the conclusion of this workshop, participants will:

• Understand what it takes to be a successful marketer in the Post-Crash World
• Re-craft their marketing strategies to create a competitive advantage in the Post-Crash World
• Rebuild their slashed marketing budgets and justify their spending request in the Post-Crash World
• Be better aligned with Post-Crash World customers and prospects

This workshop has been delivered with high levels of success at Fortune 50 companies.

Let's start the conversation about how this high impact workshop can put your organization on course for more effective marketing and better business results.