Advertising, Promotions and Marketing Communications
Advertising and marketing skills are vital to your organization's ability to compete in today's difficult market. Your role is essential in communicating with your customers to sell your products or services. Without your customers, your business will not grow and thrive.
This program is designed to provide those with a non-marketing background or in need of a refresher the set of skills, tools and measurements needed to increase your visibility as a product or service and help you to determine who your target market is. You will gain an understanding of media outlets, strategies, tactics and activities used to reach your desired target market.
How You Will Benefit:
- Understand the Albuquerque and New Mexico media landscape
- Think like a marketing professional
- Acquire the skills, tools and techniques to identify, evaluate and solve marketing issues
- Ability to understand your consumer and how to communicate with them
- Awareness of non-traditional advertising
Instructors:
Click on an instructor's name to learn more about that person.
Certificate Eligibility:
To receive the Anderson School's Certificate, participants must attend 8 of the 10 sessions.
- Learn the true meaning of a brand and the art of branding
- Understand the difference between branding and marketing and how they complement each other
- Identify the various "touch points" within your organization that create branding opportunities
- Learn how to turn each employee in your entire organization into "brand stewards"
- Learn the benefits of properly branding your organization
- Identify the types of market research
- Define relevant data to be collected
- Develop an understanding of data collection and analysis methods
- Use data from internal databases to effectively position a new product or service
- Conduct effective customer satisfaction surveys
- Learn the pitfalls and benefits of working with an outside research firm, as well as what to expect for your investment
- Examine the differences between consumer and business markets
- Learn the key factors that influence consumer and organizational buyer behavior
- Analyze your market with a 5-part consumer decision model
- Explore ways to use the consumer decision model to generate effective marketing strategies
- Explore the reasons why mass marketing is out and niche/micro marketing is in
- Learn strategies for segmenting consumer and business markets
- Distinguish and choose among alternative targeting strategies
- Examine some of the common target marketing pitfalls and how to avoid them
- Examine the brand assets and shortcomings of your organization in order to create a proper brand position
- Learn how to create a Creative Brief from which to develop your communications
- Understand the benefits of an internal branding program
- Understand communications from the consumer perspective
- Learn how to make your organization's brand work harder for you
- Learn how to communicate your brand through a balanced media mix
- Understanding the Albuquerque and New Mexico media landscape
- How to advertise and where
- Building your media buy and budget
- Using meaningful stories to communicate with your audience
- Building solid relationships with journalists and editors
- Promotions: loyalty programs, special event give-a-ways, and celebrity endorsements
- The differences between traditional and nontraditional journalism
- Blogs, pod casts, online video, and social networking
- Turning your website into a marketing tool
- Non-traditional advertising, guerilla marketing, and other ways to create word of mouth
- Examine the sales arena
- Develop a sales strategy for your company
- Learn key elements of the sales process
- Explore efficient sales methodologies
- Gain tips for building a successful sales team
- Discuss the importance of having an experienced sales team
- Explore meaningful measurements in the marketing world
- Measurement and your organization
- Evaluating success
