UPDATE JAN 31 - COURSE FULL - WAITING LIST ONLY
You are invited to attend a free 3 day training course which will be held on the 28th of February, 1st and 2nd of March in Birmingham, UK. Over the 3 days you will attend 2 distinct courses, one focusing on Marketing Tactics and the other on Voice of Customer. Both are designed for Product Managers, but they also lend themselves to those in Business Development.
The course is being provided free of charge to friends of Gaido Scientific as a beta run before becoming commercially available.
The courses are also being intentionally condensed, each course being initially designed for two days each. We are doing this to maximise the material we can deliver over three days. What does this mean? Well, it means we will need to start early a few days, work some lunches and finish early evening.
Below is more information on the two courses, logistics and a link to book your place.
MARKETING COMMUNICATION TACTICS FOR PRODUCT MANAGEMENT
A disconnect exists between product management and marketing communication. MarCom wants things to say, but product managers are busy and often don’t have the tools to help them create the material, programs and activities MarCom so desperately want to do. In most cases this leads to the stagnation of tactics. They run to trade shows, press releases, social media for the sake of it and html style mass email blasts. Or they obsess on new cool things which add little value like re-marketing, cookie tracking, dealer portals – all because they don’t have any other mission to follow.
I wrote this course to get product managers more obsessed with customers, what they value, and the tactics their MarCom team could use to deliver successful marketing programs.
James Francis, CEO/Founder
The course is structured around the following single sentence
AUTHOR & TUTOR: JAMES FRANCIS
"HOW TO GET MESSAGES IN FRONT OF THE RIGHT PEOPLE SO THEY KNOW AND CONSIDER YOU!"
Who are the people who will need and value my products?
What are messages and how do we make them ?
How do we get in front of people so we can be heard?
How can we get people to trust and select us?
Who are you and what's the story of your brand/product?
WHAT YOU WILL LEAVE WITH
An understanding of your situation, position and mission discovered using a series of tools
Your market(s) segmented, profiles identified and personas created
The knowledge to source prospecting and marketing lists for social and email outreach promotion
A value proposition canvas which will allow you to create and rank value propositions
The knowledge of activities and channels to be used to communicate with new customers
Tactics for forming and managing a brand
AN INTRODUCTION TO DiAL-VOC (DESIGN AND INTERVIEW)
Products are often created simply because they can be. In many cases they fail to live up to expectations, alternative opportunities are missed and as a best-case scenario they are written off as a learning experience. Sadly, in many cases the results are financially dire, risking the business’s viability and the careers of those involved. Why do they fail? Well, a large part of it is no one spoke to the target customers and if they did, they did not ask the correct questions.
I created the DiAL-VOC framework to help product management understand how to plan, execute, and use this information throughout the product lifecycle, not only for planning and the oh so common “we are launching in a few months we better see what people think” panics.
In this course we look at the importance of VOC in general, how to design, get the right people (not just the list sales gave us) and critically how to interview.
Scott Young, Senior Consultant
The course will help you crack the far too common dilemma
AUTHOR & TUTOR: SCOTT YOUNG
"IT’S 9AM, I HAVE A TARGET CUSTOMER ON THE PHONE, WHAT AM I TRYING TO WORK OUT AND WHAT QUESTIONS SHOULD I BE ASKING?"
The importance of VOC
Understanding if VOC is needed and in what form
The Develop and Interview section of DiAL-VOC
Segmenting and finding the correct people to interview
Building your own personal VOC plan
Implementing VOC into your organisations culture
WHAT YOU WILL LEAVE WITH
An understanding of VOC and the DiAL-VOC Framework
A firm objective for a VOC (what exactly do you want to know)
A completed segmentation for your VOC
Prepared questions for your interview
An Interview guide for your VOC project
The course will be held in Birmingham at the Delta Marriott - Click here for more information
The course is being provided free of charge, you will be required to give feedback and if possible give permission for quotes to be used as part of our future course promotions. You are of course free to contribute to the cost of the meeting room if you should so wish.
The course can be booked by completing this form
As this course is limited we ask that you commit to attendance, if you need to cancel please do so as early as possible to allow others to book.
Once you book using the online form, Dani Newell will become your direct contact and she will ensure you receive a welcome pack and answer any other questions you may have.