Mastering Strategic Issues in Experiential Marketing

Senior Trainer BMG Institute

Deskripsi

Dunia pemasaran terus berkembang. Konsumen saat ini mendambakan lebih dari sekadar fitur produk dan slogan yang menarik. Mereka mencari pengalaman – interaksi yang membangun hubungan dengan merek dan meninggalkan kesan abadi. Program pelatihan Mastering Strategic Issues in Experiential Marketing membekali Anda dengan alat dan pengetahuan untuk menavigasi lingkungan yang dinamis ini.

Program ini mempelajari keselarasan penting antara nilai-nilai inti organisasi Anda dengan tujuan strategis jangka panjang Anda. Anda akan mendapatkan teknik praktis untuk menilai nilai-nilai Anda saat ini dan memastikannya diterjemahkan ke dalam pendekatan pemasaran yang beresonansi dengan audiens target Anda. Selanjutnya, kita akan membahas metode untuk mengidentifikasi dan mengevaluasi peluang bisnis, melakukan riset pasar untuk memahami landscape kompetitif Anda, dan pada akhirnya memilih target market yang ideal untuk upaya pemasaran eksperiensial Anda.

Day 1

Aligning Organizational Values with Strategy
- Understanding the importance of aligning values with strategic objectives.
- Techniques for evaluating current organizational values and aligning them with long-term strategy.
Analyzing Business Opportunities
- Methods for identifying and evaluating potential business opportunities.
- Conducting market research and competitor analysis to identify gaps and opportunities.
Researching and Selecting Target Market
- Understanding the concept of target market segmentation.
- Techniques for researching and selecting target markets based on demographics, psychographics, and behavior.
How to Assess Strategic Marketing Risk?
- Identifying potential risks in marketing strategies.
- Developing risk assessment frameworks and mitigation strategies.

Day 2:

Experiential Marketing: How It Works?
- Introduction to experiential marketing and its significance.
- Understanding the customer experience journey and its impact on brand perception.
Designing Effective 4P’s and Marketing Communication for Experiential Marketing.
- Adapting the traditional 4P’s (Product, Price, Place, Promotion) for experiential marketing.
- Crafting impactful marketing communications that enhance the customer experience.
Workshop: Designing Experiential Marketing Program
- Hands-on workshop where participants design an experiential marketing campaign.
- Incorporating elements of storytelling, sensory experiences, and emotional engagement.
Workshop: Designing Marketing Plan
- Practical session on developing a comprehensive marketing plan.
- Integrating insights from target market research, experiential marketing strategies, and risk assessment into a cohesive plan.