Training Programme
2 Days + In-Company Consultation
Nicosia Cyprus: Hilton Hotel: 15-16 March 2022
Training is free (except for VAT) for all employees and employers eligible for participation in the Cyprus Human Resources Development Authority (HRDA) training programmes.
Introduction
This post-COVID recovery period holds special challenges for Cypriot suppliers. As inflation rises, consumer fatigue has taken hold in many industries. Despite a rebound in consumer spending, the increases in prices, the conflict in Ukraine and higher taxes are going to affect spending in 2022 and onwards.
Today, Cypriot companies need to:
a. Ensure that Cypriot and international customers are offered a seamless and high-quality sales experience through online and in-person sales channels;
b. Ensure that the appropriate value is provided to the appropriate customer segment or audience (this includes value for the vendor as well as value for the customer);
c. Ensure that a complete range of marketing and sales activities can be effectively deployed while tracking ROI across each activity, campaign and channel.
In order to respond to this challenge, we have adapted two marketing approaches to the challenges and opportunities of the 2022 Pandemic recovery. These include:
Omnichannel Marketing: the process of providing an integrated and strategic customer experience to customers across multiple communications and sales channels;
One-to-one Marketing: the process of defining a highly-focussed and segmented sales approach for small groups of customers: these can actually be single customers, or micro-niches of customers, or segments.
Both approaches are adapted to the analytical and return-on-investment (ROI) techniques available to any Cypriot enterprise capable of using tools such as Google Analytics, Google Console and other conversion or analytical technology.
In the services sector, service providers such as accountants, lawyers, consultants, property agents, architects and others need to assess clients not only on the proclaimed value of the front-end transaction but on the lifetime value of the client, the referral value of the client, and the client’s ability to generate additional income.
The same applies to geographic markets: service providers can no longer afford to implement “saturation marketing” techniques: going to each trade fair or exhibition without more careful targeting, analysis and return-on-investment focus.
Day 1: Introducing Omnichannel One-to-One
Introduction: Marketing after COVID
· Impact of COVID on key macro indicators and economic sectors
· Review of 2020; forecast for full year 2021; forecast for 2022
· Impact on consumer behaviour in Cyprus and elsewhere
Understanding Customer Behaviour
Customers behave in vastly different ways. It is important for Cypriot enterprises to be able to “see” this behaviour in ways which standard sales programmes or ERPs do not allow. We will spend this module “learning to see”:
Understanding historical sales and profitability, including net profitability after cost of service
Understanding segmentation methods including niches, micro-niches and segments of one
Developing new forms of price / offer-driven segmentation methods
Developing new forms of non-price offers and segmentation (especially for families)
Assessing and contrasting consumer psychology in store and online.
We will use several tools and methods here including:
Pareto and historical Pareto Analysis
ABC, Hybrid ABC and other models
The Miller-Heimann Strategic Selling Approach, as applied to B2B and B2C segments
The 4-personality sales model (assertive, amiable, expressive, analytical).
Morning Coffee Break
Buyer Personas Workshop
The class will split into eight groups: four buyers and four sellers (possibly more, depending on the number of participants, segmentation and other issues. Each group will be asked to brainstorm how a buyer in a specific persona would operate: assertive, amiable, expressive, analytical. They will also develop a marketing message from each buyer group corresponding to each seller group.
The Strategic Marketing Framework
We will review the strategic marketing framework to inventory all marketing types, including their COVID impact, effectiveness and partial budgeting information:
We will also look at the campaign management cycle (which will build into an individualised action plan for each enterprise):
Setting objectives
Defining audiences, audience size and messaging
Selecting channels and tools
Content and messaging
Campaign management, prices and ROI
Campaign evaluation
Lunch Break
Omnichannel Marketing
This module will present the omnichannel marketing process as suited for the COVID recovery era. The following topics are included:
Putting the customer (and customer segment) at the centre of the process
Defining value, messaging and special offers
Transmitting the offer across multiple channels
Ensuring a seamless customer experience and message across channels
Integrating above-the-line, below-the-line and online sales, promotion and fulfilment
Ensuring fulfilment quality
Measuring the results
Afternoon Coffee Break
Technology Review
Review of free or freemium online tools for online one-to-one and omnichannel marketing. The following tools will be reviewed:
Google Analytics
Google Keyword Finder
Google Trends
Google Console
Google Adwords
Facebook Advertising
ZohoCRM or Mixpanel (or similar programs)
Mailchimp
These tools have been selected because they represent state of the art, are free and can be used effectively to segment customers, implement marketing campaigns and measure ROI.
Foundations of One-to-One Marketing
The day will start with the foundations of one-to-one marketing together with developing tightly-defined customer segments and experimenting with marketing messages, channels and offers. Training topics include:
Foundations of one-to-one; strategic selling (B2B) and other B2C approaches
Ensuring personalised marketing
Continual testing of marketing offers (A / B testing)
Segment definition by purchasing and/or demographic criteria
Micro-segment definition
Segment of one definition
Segments with multiple decision makers (B2B; Families)
Integrating lessons and methods from CRM, including upselling and cross selling
Case Studies from International Companies
Monitoring and Analytics
This module will review the detailed monitoring of results, data and activities of customers and visitors. These include direct conversions (e.g. special offer - website visit - account creation - website checkout. But it can include non-conversion metrics for companies that do not sell online. These include indicators such as special offer receptiveness, number of store visits, advertising responsiveness analysis, number of website visits, website engagement rates, and more.
Morning Coffee Break
5 Campaigns for Immediate Results
This module will detail the Action Plan methodology for five campaigns:
High value segments (one-to-one marketing)
Bottom-of-the-pyramid segments
Cypriot vs. international segments
Lost account regeneration
Loyalty marketing.
Lunch Break
Action Planning Workshop
The class will be split into groups. Each group will be responsible for developing and presenting an Action Plan in their specific segment. Each group will be asked to present their plan online with a 4 minute presentation and a discussion that follows. This will allow good ideas and sectoral knowledge to permeate throughout the group. It will also provide a basis for further work during the company visit.
Afternoon Coffee Break
Action Planning Workshop Continuation
Continuation and Conclusion of the Workshop Sessions
Conclusions & Discussion
The 2-day training will close with a 30 minute session that:
· Reviews the main training subjects and lessons learned
· Reviews the company visit schedule and topics
· Reviews any unclear areas or questions to answer prior to the visit (by email)
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