Creating Marketing Propositions

Benefits to you and your employer:

Benefits to your employer:

In a very challenging marketplace, you need to be sure that your brand positioning (and subsequent messaging) to your target audience is as powerful as possible, to ensure standout and a consistent platform on which to build communications. This workshop equips you with the tools to do this, and gives you a chance to put them into practice and think outside the current box.

Who should attend:

The Creating Marketing Propositions course is designed for marketers needing to create strong and effective marketing propositions.

This will include:

• Marketing communications managers responsible for formulating and implementing marketing communications activity in both B2C and B2B businesses
• Other marketing personnel who don’t have communications responsibility but want to learn more about the communications development process
• Owners/managers/directors of smaller enterprises who want to develop stronger communications for their businesses

Previous delegates include:

• Senior Marketing Consultant (RBS Insurance)
• Online Marketing Developer (Teleflorist)
• Campaign Manager (Bourne Leisure Group)
• Marketing Manager (Egger UK Ltd)

Programme outline

The Creating Marketing Propositions course is an interactive workshop.

Case studies from well-known brands will be used throughout the day to show how other companies meet this challenge.

Here is the programme outline for this course:

Setting the scene:

• Why is this so important?
• What is a proposition?
• Where do they come from?
• The positioning enigma
• The power of emotions

Product interrogation: what’s the big appeal?

• A practical exercise demonstrating that finding the right proposition is more than just finding something interesting to say

Audience insight: what’s in it for them?

• Introducing the left-brain, right-brain tool which will help you identify what itch your proposition is going to scratch

Competitive positioning

• What’s your positioning?
• Understanding how brands can formulate propositions to get people to reposition them
• Working with the competitive set – getting them to position you

Brain food and heresies

• Thinking outside the box. Can one size fit all? What’s the difference between an offer and a proposition? And more…

Pulling it all together: pitching to the dragons

• The team pitch as marketing consultants to identify the best target groups and the best proposition. This final team exercise gives you the chance to put all you have learned together.

Training course tutor

Debbie Ramsay is a strategic marketing, communications and business development expert, with 30 years’ experience in both the commercial and not-for-profit sectors. She has held planning director roles at Saatchis and EHS Brann, and senior marketing roles at BA, BT and British Gas. On the not-for-profit side she was UK Director for VSO and Marketing and Business Development Director for IBLF. She recently set up Nutshell Consulting.

Delegate testimonials

"Excellent Course - has provided me with a much clearer understanding of developing and creating powerful propositions."

Judith Clements, Assistant Direct Marketing Manager, Nationwide Building Society

"I really enjoyed the course, I feel more confident in Marketing Propsitions and have some actionable ideas. I really liked the real-life examples my tutor used throughout which brought everything to life. Great course. "

Lesley Martin-Pearce

"Very valuable content, good applicable examples and easy to understand."

Rebecca Littler, Campaign Manager, Butlins

"Having good examples to supplement the theory added value to this course, making it easier to comprehend and take valuable lessons and information away."

Charlotte West, Marketing Manager, Xafinity