The
Ten-Step Marketing Toolkit
This focused
one-day course gives delegates practice in the core aspects
of marketing their information services internally or
externally. It is a more focused and practical version
of an earlier 2-3 day course. During the day attendees
will work through 10 practical tools that will help them
create value for their customers through applying effective
marketing techniques such as needs identification, market
segmentation, product planning and promotion. Delegates
will have the opportunity to apply these techniques by
working on a small marketing project related to their
own work situation.
Programme Features
The ten practical
tools and their uses:
-
SWOT
analysis - understand your current position
-
Market
research and analysis - know your customer
-
Information
audit - understand your customer's needs
-
Market
segmentation - categorise your market, including non-users
-
Product
categorization - define your product and service portfolio
-
Product
description template - portray your service product
and its benefits (vs. features)
-
Marketing
life cycle - developing and planning a promotion strategy
-
AIDA
- developing an item of promotional material
-
The
Internet 10Ps - marketing effectively via your intranet/internet
-
Ansoff's
market development matrix - understanding your options
and resource requirements.
Why you
should attend:
Do you feel
you are trying to do ever more with fewer resources? Are
your users doing more themselves but not using information
tools as effectively as they should? Do you or your unit
feel undervalued by your managers? This marketing toolkit
will help you focus your efforts into areas of high value-added
and also give you the confidence to seek and win more
customers and more budget to service them.
On completing
the course, you will be able to:
- Apply some
core marketing tools
- Develop
better ways of understanding customer's needs and wants
- Segment
your customers and potential customers according to
different needs
- Match your
product and services portfolio to these needs
- Develop
a realistic promotion strategy
- Understand
where you can have the biggest impact
