Marketing Innovation
By Josiah Go
Marketers need to avoid a herding-like mentality, looking and behaving similar to the competition. They need to stop benchmarking and start using a new lens to look at their value proposition and marketing mix. Packed with over 100 international examples carefully curated to inspire participants to learn from other industries and create their own innovations, the perfect seminar for brands suffering from “cut-and-paste” tactics.
A must for all marketing and sales practitioners.
Key Topics
Part 1: Strategy
Marrying the 3Cs of marketing to the 2 elements of innovation (You will have a 5 x 10 Marketing Alternative Grid)
Case: Creating a new crusade
What’s wrong with traditional strategic planning and how to reframe stratplan questions with new paradigm?
“SCENIC” innovation acronym
5 ways to find marketing innovation (and 5 key questions to ask)
Cases from furniture, training, and restaurants
Exercise: Applying lessons from airlines, transport app, medical lab, gasoline stations, charity to restaurant innovation
What’s the function of product?
What marketing is not! (The number 1 mistake in understanding marketing)
20 value proposition and 25 price proposition options to choose from
2 indispensable roles of value proposition
Product innovation cases from detergent, health care, consumer electronics, coffee, fast food, paper products, brandy, eye wear, bikes, soft drinks, soup, ice cream, restaurant, razor, appliances, printing, computers, backpack, personal care, oral hygiene care, detergent, automotive
Service innovation cases from IT service, airlines, theme parks, payment service, medical care, entertainment, wet market, water service
Pricing innovation from airlines, online store, BTB, hotel, appliances
2 LEGS Framework: Finding Consumer Insight and Big Idea
Quick Exercise
Channel as the 3rd component of your business model
Some channel models to remember
P.O.P. Sales Building Model framework
Using channel to fight market leader (gaining more market shares at less cost)
Account-specific campaigns
Cases from cross merchandising, converting BTC to BTB channel, limiting your distribution, direct sales, vending machine and fighting supermarket as a late entrant challenger (Nope, not online)
Quick Exercise
What’s your big idea? 7 criteria to qualify for big idea
3 roles of advertising
How pharmaceutical med reps can improve their brand awareness goal
Understanding love story
Amplifying your message
Generating buzz
Using gross advertising effectively
Making competition advertise for you
Creating a mega brand via collaboration
Cases from supermarket, electronic games, delivery, furniture retailing and collaboration of automotive, appliances, beer, personal care and travel agency
Quick Exercise
Understanding 3 major paths to consumers
Cases from hair care, furniture retail, camera, pharmaceutical and banking
Quick Exercise
Are you guilty of the three biggest “cut-and-paste” promo repetition ever? The traps of price off, bundling, and trade discount
What a 5-Star great sales promo look like (sales promo can be used strategically, and not just tactically)
Cases in airlines, baby products, hotel, fast food, furniture, and mining (Yes, mining companies can launch sales promo too!)
Quick Exercise
Using technology for speed, security, cost-savings and convenience
Cases in solar services
Quick Exercise
Cases in feeding, biking, board game, chocolates and laundry care
How to promote an advocacy, change behavior of citizens, reduce electrical consumption, launch a school drive, or make people more nationalistic
Quick Exercise
Monitoring politicians during elections, sports events, pharmaceutical, assisting the mute, and preventing women violence
Quick Exercise
Field workout
Integrated cases
Lessons from footwear and premium bed (or work on your actual case and avail of free consulting while in the seminar)
Presentation and critique of marketing innovation cases
Benefits to Participants
Understand how to reframe value
Create new ideas on demand
Benefits to Company
Bring practical marketing toolkit to apply to real-world challenges and barriers methodically
Empower subordinates with framework instead of leaving them to chance
Schedule
December 6, 7, 8, 14, 15
3:45PM - 7:45PM
Who Should Attend
Marketing managers, promotions manager, brand management team, agency service providers
Sales managers, trade marketers, key account managers
Entrepreneurs who want to stand out versus bigger competition
Methodology
Josiah Go
Chairman and Chief Innovation Strategist
Record-breaking, bestselling author 19 books in marketing and entrepreneurship
Chairman of Waters Philippines (the market leader in the direct selling of premium home water purifiers in the Philippines) and Chairman / Vice Chairman / Director of over a dozen companies (the most recent is an Independent Director at UnionBank of the Philippines).
The most awarded business educator of the Philippines: one of the Agora Awardees in 1994, one of the Ten Outstanding Young Men (TOYM) of the Philippines in 2001, one of the Ten Outstanding Young Persons (TOYP) of the World in 2002 (the 1st and only Filipino in Business Education given by JCI International by far), and one of only two Lifetime Achievement Awardees by the Association of Marketing Educators (2007), the youngest marketing educator to be bestowed this honor. He was also given the Brand Leadership Award during the World Brand Congress in India (2009). His accomplishments was recognized by the international community where he has been included in the 10th edition of the International Who’s Who of Intellectuals (England).
He is an Executive Scholar of the Kellogg Business School (in Marketing and Sales Management) as well as the MIT Sloan (in Strategy and Innovation).
He also took advanced marketing programs at Wharton, Harvard and at the London Business School.