Creating Marketing and Advertising that Sells – Schedule
8:00 a.m. – 8:30 a.m. Registration and Continental breakfast
8:30 a.m. – 5:00 p.m. Program (includes lunch, morning, and afternoon breaks)
What are the Main Promotion Categories?
What are the top four promotion categories?
What are other important promotion categories?
The Belief System and its Filters
What is the belief system and how do marketers use it to convince buyers to buy?
What are common Tune In Filters?
What are common Tune Out Filters?
What are the four main Promotion Components • CMTC Model?
What are Tools and Guidelines for Creating Better Content?
What are the four Promotion Stages • the AIDA Model?
What is the Content Creation Cycle?
What are the Seven Fundamental Building Blocks of Marketing™ and how do successful marketers use them?
What are the 7 Building Blocks?
What are Good Uses of the 7 Building Blocks to create better content?What are Bad Uses of the 7 Building Blocks to inhibit better content?
What is the Universal Marketing Structure™?
What is it, and how was it created?
How does it apply to most forms of marketing communications?
Headline Creation Guide™
Model for creating more effective headlines
How it helps to create better Tweets and other social media content
Interactive EXERCISE: Using what you have learned so far, create a headline for selling one of your products.
What is the Universal Web Structure™?
Counter-Intuitive Content Creation Concepts
When is sex effective at selling the product?
When are celebrities effective in selling the product?
What is the impact of length on content success?
Should beauty, fashion, and upscale ads show photos only, without a headline?
What are the various objectives of promotion content?
What are the main promotion media channels and how do marketers effectively use them?
Broadcast media (TV and radio)
Out of Home (Outdoor and in-store)
Direct (including online and mobile)
Face-to-face, in-person media
What are the five main promotion media categories?
How do marketers use the Moments of Truth to create more effective marketing?
What sequential steps should be employed to select the right media for more effective selling?
How can marketers create more effective Publicity and PR?
How can marketers make more effective use of Online, Internet and Mobile content and channels?
What Sales tools should marketers create to help the sales force sell more?
What can participants do on Monday morning to create marketing and advertising that sells more effectively?
Create a Dummy Ad
What is a Dummy Ad and why would you create one?
Final Interactive EXERCISE: Using everything you have learned in this class, create a dummy ad for a product you want to sell