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#
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Module
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L.E.A.D. Learning Approach
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Time
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Learning Experience Summary
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1
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Setting the Stage
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Learn
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:25M
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- 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
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2
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C = Customer
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Learn
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:15M
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- Focus on customer’s motivations,
beliefs & linkage to behaviors
- Define insight & discuss inputs
- Discuss how info/inputs are generated
- Test insight comprehension
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Experience
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:15M
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- Examine best-in-class companies
- Group discussion: customer needs, beliefs, causal motivations, behaviors
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Apply
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:20M
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- Step 1: Table groups develop core insight inputs; discuss missing info
- Share with larger group
- Summarize, reflections
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3
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R = Resonant
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Learn
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:10M
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- 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
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Experience
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:15M
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- Best-in-class process example
- Key inputs
- Heart of insight generation
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Break
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:15M
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Apply
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:30M
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- 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
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4
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E = Engagement
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Learn
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:10M
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- Link insight to messaging
- Essentials of engagement: insight –based messaging & approach
- Highlight key characteristics of insight link to engagement
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Experience
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:15M
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Apply
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:25M
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- Table groups develop draft messaging to engage customer
- Create the “aha”
- Summarize, reflections
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5
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A = Activation
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Learn
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:10M
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- Systematize enterprise-wide activation through cross-functional and creative process
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Experience
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:10M
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- Examine best practice process examples
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Apply
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:20M
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- Table groups map existing process
- Identify desired changes
- Summarize, reflections
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6
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T = Triggers
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Learn
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:10M
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- Create consumer buying triggers across the re/purchase path
- Review traditional vs. new buying paths
- Define triggers
- Leverage engagement platform to create triggers
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Experience
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:15M
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- Examples/discussion of how brands do this successfully
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Apply
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:20M
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- Table groups identify existing customer triggers
- Create key “asks” of the customer in key stages of purchase cycle
- Summarize, reflections
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Break
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:15M
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7
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E = Experience
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Learn
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:10M
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- Synergize message throughout customer experience to engage earlier in, & throughout the process
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Experience
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:15M
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- Short cases: developing, managing, auditing brand experience
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Apply
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:15M
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- Table groups identify where/how to engage earlier in the purchase path
- Summarize, reflections
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8
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End of Modules
Roadmap Summary
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Learn/
Apply
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:20M
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- Instructor intro roadmap as summary
- Table groups create their roadmaps
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Stretch Break
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:05
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9
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L.E.A.D.
Action Plan
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Apply
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:20M
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- Create 90-day L.E.A.D. Action Plans
- Share 1 – 2 examples
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10
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Discover
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Discover
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:05M
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- Identify relevant ANA products/services
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11
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Close
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Feedback
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:05M
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- Complete workshop evaluation
- “Round the horn” – 1 phrase of what will do differently as a result of workshop
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