Moss Re-skilling introduction
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18-Oct-2014 -
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Marketing
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Transcript of Moss Re-skilling introduction
An introduction
One consultancy, two focuses
2
Training and mentoring
Brand strategy
Brand strategy from 30,000 feet
UNIQUE Consumer BENEFIT / BRAND PROMISE
Brand strategy alignment organizational imperative
Coming from here
Going to there
Brand strategy process
Strategy Team Formation
Brand Audit
Facilitated strategy workshop
Internal Activation
External Activation
BrandPromise
TargetCustomer
Specific
CustomerGoal
Behavioral
BrandEssence
Believable
CompetitorPromisesDistinctive
CustomerInsights
Compelling
Brand Promise
Strategy Activation:The Brand Management Funnel
INSIGHT
ACTIVATION
MarketUnderstanding
CustomerUnderstanding
CompetitorUnderstanding
BrandUnderstanding
BRAND ESSENCE & BRAND PROMISE
Filter for prioritizationand decision making
ProductStrategy
Communication Strategy
ChannelStrategy
PricingStrategy Packaging
Building a Brand Culture
CommunicateI am aware of the brand message
ClarifyI understand the brand
PersuadeI find the brand relevant
Change Behavior
I live the brand
Brand Strategy Experience
Training and mentoring
Opportunity to improve marketing competence
Senior marketers from different companies.
Junior people from other functions within your organization.
Difficult for marketers to learn from each other.
Your stars’ skill sets falling behind, as marketing quickly evolves.
Too internally focused.Developing marketing skills can be undisciplined• An afterthought until annual review• No organization-wide initiative or measurement of progress
What if Marketing effectiveness and alignment
within organization were optimized?
Just think what you could do with an enhanced set of marketing skills….
If you are here…. What if you were here?
What if Marketing could use budgets more wisely? Coordinate better with other functions?Improve success rate of innovation and forecasting? Get more from your agencies?
The Product: Training Workshops
Practical, cost-effective, on-site best practice seminars for marketers and key stakeholders.
Case studies, processes, and terminology, session length and frequency tailored to your specific needs.
Optional pre- and post-session testing, to gauge what information is absorbed by whom.
Self-directed follow-up activities, to make learning “sticky.”
Moss Re-Skilling curriculum
Introduction & Marketing MetricsMarket orientationFinancial metrics in marketingMarketing metrics & brand healthMarketing dashboards
Research, Analysis, & InsightConsumer understandingMarket analysisInsight generation & implementationMarket segmentation & targeting Niche marketing
Marketing MixConsumer response model Advertising Consumer promotion PublicityExperiential marketingLoyalty & relationship marketingShopper marketing
Marketing Strategy & PlanningPositioning & competitive advantageCustomer directed planning
PricingCost-based versus value-based pricingPricing researchCompetitive pricing strategiesPositioning & pricing
Digital MarketingWeb site development and analysisEmail marketing and banner advertisingSearch engine marketing and optimizationSocial networks and consumer participation
Product ManagementInnovationForecastingProduct testingProduct design & packaging Product life cycle managementHolistic margin management
Marketing LeadershipBrand strategyPortfolio managementAgency managementInternational marketing considerationsOrganizational considerations
Management skillsManaging complex projectsNegotiation & internal marketingManagement roles & team principles Presentations & communication
The Product: Mentoring
Initial session with individual and manager.
Creation of developmental action plan.
Regular mentoring sessions with individual each month.
Progress assessment to management every 6 months.
Benefits of training and mentoring programs
Enhance ability of Marketing to win in marketplace.
Develop common language and processes to build culture.
Assess individual marketers’ development relative to peers.
Quantify skills development in your organization.
Prepare your next generation of marketing leaders.
Training and mentoring experience
Testimonials
““I have worked with Steve Moss on Training initiatives. Steve is a senior executive who participants find very credible. Steve is easy to work with, flexible, and reasonable. The examples he uses in the training are very relevant and his perspectives are eye-opening to the participants..”
“We hired Moss Re-Skilling to immerse/introduce our Customer and Trade Marketing teams to the world of shopper marketing. Steve's team did a great job of building customized content that was specific to our industry and market needs. He and his team have a great way of presenting content mixed with interactive engagement that really helps the learning process.”
Michele D’AngeloDirector of Customer
Marketing Molson Coors Canada
“Steve is a great mentor and a great marketer.As a leader, he knows how to offer up his extensive marketing knowledge while eliciting innovative thinking from his team.”
Sandra StumbaughVP of MarketingSustainable Spaces
“Steve Moss is the best marketing and branding guru whom I have met during my 27-year business career.”
Jay W. Lee, Executive Advisor onNational Branding, Rep. of Korea
Luis MorenoSenior Marketing Mgr.
Power Products, GE
Moss Re-Skilling Contact Information
Mail: 18240 Shavers Lane Woodland, MN 55391
Phone: 651-431-0252
Fax: 952-476-9923
Email: [email protected]
Website: www.re-skilling.com