Creating Compelling Insights-based Messaging

This event is over.

#

Module

L.E.A.D. Learning Approach

Time

 

Learning Experience Summary

1

Setting the Stage

Learn

:25M

  • Introductions, expectations
  • Learn, apply new model for insight-based messaging - C.R.E.A.T.E.
  • Ice-breaker: share picture/persona of customer in table groups
  • Each group presents 1 to large group

2

C = Customer

Learn

:15M

  • Focus on customer’s motivations,

beliefs & linkage to behaviors

  • Define insight & discuss inputs
  • Discuss how info/inputs are generated
  • Test insight comprehension

Experience

:15M

  • Examine best-in-class companies
  • Group discussion: customer needs, beliefs, causal motivations, behaviors

Apply

:20M

  • Step 1: Table groups develop core insight inputs; discuss missing info
  • Share with larger group
  • Summarize, reflections

3

R = Resonant

Learn

:10M

  • Use insight to find customers’ sweet spot vs. leading w/ brand
  • Find customer “sweet spot” through shifting from features/benefits to customer’s world, interests, lives

 

Experience

 

:15M

  • Best-in-class process example
  • Key inputs
  • Heart of insight generation

 

 

Break

:15M

 

 

 

Apply

:30M

  • Step 2:  Table groups link beliefs/motivations and behaviors; share examples with larger group
  • Step 3: Table groups draft/refine insight statement; share examples
  • Summarize, reflections

4

E = Engagement

Learn

:10M

  • Link insight to messaging
  • Essentials of engagement: insight –based messaging & approach
  • Highlight key characteristics of insight link to engagement

Experience

:15M

  • Share best practice

Apply

:25M

  • Table groups develop draft messaging to engage customer
  • Create the “aha”
  • Summarize, reflections

 

 

5

 

 

A = Activation

Learn

:10M

  • Systematize enterprise-wide activation through cross-functional and creative process

Experience

:10M

  • Examine best practice process examples

Apply

:20M

  • Table groups map existing process
  • Identify desired changes
  • Summarize, reflections

 

6

 

T = Triggers

Learn

:10M

  • Create consumer buying triggers across the re/purchase path
  • Review traditional vs. new buying paths
  • Define triggers
  • Leverage engagement platform to create triggers

Experience

:15M

  • Examples/discussion of how brands do this successfully

Apply

:20M

  • Table groups identify existing customer triggers
  • Create key “asks” of the customer in key stages of purchase cycle
  • Summarize, reflections

 

 

Break

:15M

 

 

7

 

E = Experience

Learn

:10M

  • Synergize message throughout customer experience to engage earlier in, & throughout the process

Experience

:15M

  • Short cases:  developing, managing, auditing brand experience

Apply

:15M

  • Table groups identify where/how to engage earlier in the purchase path
  • Summarize, reflections

8

End of Modules

Roadmap Summary

Learn/

Apply

:20M

  • Instructor intro roadmap as summary
  • Table groups create their roadmaps

 

Stretch Break

 

:05

 

9

L.E.A.D.

Action Plan

Apply

:20M

  • Create 90-day L.E.A.D. Action Plans
  • Share 1 – 2 examples

10

Discover

Discover

:05M

  • Identify relevant ANA products/services

11

 

Close

Feedback

:05M

  • Complete workshop evaluation
  • “Round the horn” – 1 phrase of what will do differently as a result of workshop
When
Begins:Tuesday, February 23, 2016 at 8:30am
Ends:Tuesday, February 23, 2016 at 5:00pm
Where

Reed Smith
599 Lexington Avenue
22nd Floor
New York, NY 10022

Instructor: Deborah Fell

Deborah Fell, CMO, Chief Outsiders, is an outsourced Chief Marketing Officer skilled at helping companies create and implement their brand vision and develop critical skills, such as creation of consumer insight-led messaging. 

 Deborah’s marketing experience spans brands and industries – including Senior Vice President Global Marketing, Marriott International; Division Manager, AT&T and Regional Marketing Manager, McDonald’s Corp. She activates brands through:  growth strategies, integrated marketing planning, positioning, segmentation, insight-based messaging and activation/implementation to increase marketing ROI. 

 While at Marriott International, she created effective organizations and processes and developed or refined each brand’s target, positioning, identity and messaging.  She also introduced Brand Voice into the business – a platform designed to guide the customer experience at every touch point. 

 Also dedicated to the growth of marketing professionals, and to the modernization of marketing departments and related processes, she created “Marketing University,” an internal education and leadership approach.

 

  • EMA
  • gyro: