For our research purposes, please indicate in the panel above your rating of importance or concern within your business for each stage in data quality and data planning; 1 being low, 5 being of high importance or critical to your business.
A proposition is far to often considered as a marketing slogan - it is not! This course will evaluate the process by which compelling propositions may be rapidly created and in line with corporate objectives, marketing goals and sales targets.
Those attending will be initially dig deep in to value of a corporate propositions holistic essence to clearly document what is the real value of their business to the customer, partner and competitor. This will permit a base line understanding of what a brand should mean. A process of elimination will take place to determine this core essence, removing the adaptation and misinterpretation that often occurs where individuals reposition a business or brands value to aid their own purposes. Differential will be considered - real and perceived, current and historic goodwill.
Once understanding the holistic essence, this is then compared to the perceptions of the business and brand by the customers - is this really what they think the company or brands value stands for?
Issues & Pains Matrix
The following stages of proposition development then begin to framework the adaptation of the holistic essence to goals and targets. To do this an issues and pains matrix is considered to target audiences. Will the holistic essence test against these needs or should it be repackaged and reformulated to meet modern or changing needs?
The process through which attendees will travel will permit test and counter argument to be evaluated to understand the compelling nature of the customer's and target audiences issue based value. This then forms the basis or foundation of the company's new, refined and targeted value statement. Next, attendees will consider the argument to create engagement - value needs to be applied in everyday business issues.
The analogy of the drill explains this section best. Having created the value statement (best and strongest drilling hand tool in the world), it needs to be applied to a issue of the customer, hanging shelves, fitting lights, making a hole in the wall.
Recompiling Value Statements
It is this stage that is often abandoned by companies who rely upon marketing slogans and then fail to make them directly applicable to business leaders who need to invest. Attendees will begin the process of recompiling the value statements against market and customer needs as 'engagement propositions'. These are vitally important to successful marketing as they have a limited shelf life, often exploit a short term requirement of a customer base and present variety in the corporate value statement.
These engagement propositions, can be reflected in price promotions or more complex solution presentations. They will not be presented in isolation of the core proposition, but explore it in many different terms which have all be predefined in the issues and pains matrix.
About the Workshop Co-ordinator
Our Education and course calendar will be delivered by an Anderson Baillie consultant.
Anderson Baillie consultants are acknowledged as leading authorities in technology and business-to-business sales and marketing; and have worked with many complex product and service scenarios, for both growing companies and large multi national organisations.