COURSES

Pillars of Revenue: Customer Acquisition, Retention & Cross-Sell/Up-Sell

Description: This course covers the three pillars of driving revenue - entirely from the viewpoint of the Customer. Financial revenue plans are typically built off % growth of units, whether in the context of the manufacturing, retail, or services industries. This overlooks the real metrics behind unit growth - the Customer. How many new customers are you acquiring, how many are you losing, and how many are buying multiple or higher priced products from you? This course will focus on these three pillars of topline growth and profitability, and the science behind driving all three. Serving as a follow-up to Bringing Brands to Life: Superior Strategy, Successful Implementation,  we will cover the strategies and tactics to employ for customer acquisition/trial, customer retention/loyalty, and cross-sell/up-sell, and will discuss the connection between the three, within the customer lifecycle. We will leverage proven tools and techniques from the consumer packaged goods, retail, and services industries, for both large and small companies with varying budgets. We will start with the meaning of customer acquisition, retention, and cross-sell/up-sell, and we will show how to link these metrics to the more standard metrics of line of business unit growth. We will then deep dive into specific marketing strategies and tactics to achieve all three goals.

Target Audience: This course is intended for individuals who have some basic understanding of marketing strategy and tactics, but who want to understand how to go beyond 'how to market' to 'marketing initiatives'  that drive each of the three customer pillars of acquiring new customers, retaining existing customers, and selling more to all of them. For marketing professionals, or professionals outside of Marketing who want to understand how to drive business results through customer behaviour. Also well suited to owners of their own firm, and applies to individuals within large, mid and small-sized companies, established or start-up. This course applies to a professional from any industry.

Course Components:

• What are customer acquisition, retention, and cross-sell/up-sell, and how can these be measured?
• A deep dive into the concept of customer loyalty - what does it mean in different industries
• How does the customer lifecycle fit into these concepts, and how do you determine the relative balance of your efforts against these three pillars of growth
• How to incorporate these metrics into your marketing and overall financial budget process and templates
• What are the marketing initiatives that span all three pillars - starting with the Brand Strategy i.e. Customer Proposition
• Marketing strategies and tactics for acquiring new customers
• Marketing strategies and tactics for maintaining existing customers and driving loyalty
• Marketing strategies and tactics to drive up-sell/cross-sell and ultimately revenue/customer
• How to manage ongoing both customer metrics and metrics for individual product lines - how do these work together
• How do other cross-functional areas, beyond marketing, play a role in customer acquisition, retention and cross-sell/up-sell, and how does marketing lead this?
• How to keep the Voice of your Customer front and centre in everything you do to drive the 3 pillars and how to use customer analytics to accomplish this

Course Fee: $1,500 for 3 days (plus HST)
Customization: Like all of our courses, we can tailor this course to meet your specific goals should you wish to offer this to a group of employees. We offer group rates.
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Marketing Fundamentals: Learning the Basics

Description: This course covers every aspect of marketing that a brand manager, marketing manager, product manager or retail category manager needs to understand. From consumer advertising and promotions, to digital marketing, to marketing analysis, this course shows that marketing is not just about developing great ads. Rather, under the discipline of Brand Management, it is a science, with not only a strategic and creative foundation, but also a numeric foundation. This course will teach you concepts, tools, and techniques from the discipline of Brand Management. It will deep dive into the marketing and brand management dictionary, discussing such fundamental concepts as brand equity, brand strategy, consumer loyalty, and more. Significant time will be spent on the basic elements of managing a brand and specifically marketing it, including launching new products and concept development and testing, media planning, advertising development, consumer promotions, pricing, selling to retailers if you are a manufacturer, selling to vendors if you are a retailer, and market research techniques. There will be a component focused on manufacturer brands, as well as retailer marketing, and how it connects with category management, and private label brand management.

Target Audience: This course is intended for people who are in the earlier stages of their marketing career or newly appointed to their marketing role as brand manager, marketing manager, product manager or retail category manager. It is also for higher level professionals, within Marketing or outside of it, who want to brush up on their marketing foundation, or learn more about marketing in order to leverage it more successfully in their organization. It is also very well suited for owners of their own company, who may feel they could benefit from more formal management of their brand. This is for individuals from large, mid and small-sized companies, established or start-up. This course applies to a professional from any industry.

Course Components:

• The role of a Brand Manager, and how to succeed in the role  
• The entire Brand Management Process from brand strategy, to annual planning, to execution.
• The science of Brand Equity, managing, measuring and building it
• Consumer Acquisition and Loyalty, how to measure it, and how to drive it
• Concept Development and Testing - how to come up with big ideas based on real consumer insights
• New product launch practices
• What's in an Ad - what makes great advertising, how to evaluate advertising and work with an agency
• Consumer and Trade Promotions - types and measuring their success
• Pricing Recommendations
• Basics of Media Planning
• Digital Marketing, Social Media and how they connect with Offline Advertising
• Basics of Market Research
• Tracking and Evaluating Programs
• Retail Marketing - how marketing and category management unite, and managing private label brands

Course Fee: $1,500 for 3 days (plus HST)
Customization: Like all of our courses, we can tailor this course to meet your specific goals should you wish to offer this to a group of employees. We offer group rates.
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