Learn the still largely untapped power of WOM marketing and how to most advantageously apply it for raising the likelihood of success of a new product market entry strategy. Learn also how to synergize the impact of your traditional media-based advertising backing it up with WOM support.
April 8, 2008, 8:30 a.m. to 5:30 p.m., Mandarin Oriental Hotel, Makati City
By Mansmith and Fielders, Inc.
Helping your marketing and sales teams soar!
In 1 day, learn the still largely untapped power of WOM (Word-of-Mouth) in at least 2 marketing campaigns. The first is in multiplying the reach and frequency of your advertising campaign. So learn how to synergize the impact of your traditional media-based advertising by backing it up with WOM support. The second is in a WOM-led full blown marketing campaign. For this, learn specifically how to most advantageously apply WOM for raising the likelihood of success of a new product market entry strategy.
The seminar materials in this seminar are based on Dr. Ned’s research and consulting experiences with the mentioned 2 WOM campaign applications. The seminar will first clarify and illustrate what exactly is WOM-aided advertising, what are the many available WOM media, and how to set priorities in their selection so that in the process correct some of the more serious prevailing WOM misperceptions and myths. Then the seminar will take up the more forceful WOM application in the WOM-led full blown marketing campaign. This application will be explained via examples and case studies.
Key benefits for participants
Each participant will learn:
· how to craft an advertising campaign whose reach and frequency can be multiplied by the incorporation of wom content and media properties.
· how to guard against and avoid the unintended negative consequence/s of WOM.
· how to craft an actionable WOM-led full blown marketing campaign that recognizes its sales forecasting, budgeting, and costing difficulties.
Key benefits for companies
The company will gain:
· experience and insight into when to bring in and when not to bring in WOM in its advertising campaigns;
· 2 alternative options on how to do marketing: the traditional strategy whose central organizing variable for its marketing mix is the tri-media, or the non-traditional strategy whose marketing mix’s central organizing variable is WOM; and
· a framework for how to rationally decide on what option to choose for what business objective.
Program Concept
Marketers and advertisers are finding that especially for a new product intro or for crafting a high-impact advertising campaign, the choice for a central organizing variable of the marketing strategy is between the use of the traditional tri-media led by TV versus the use of the non-traditional WOM media and the “buzzable” message. The traditional ad-led marketing campaign has the advantage that is a more disciplined, up-front and familiar model of doing marketing. The non-traditional WOM-led marketing campaign is more events intensive and where most of the critical events included in the campaign are “serendipitous.” So the strategy focus here is less on careful crafting of ad message and media choices and more on events implementation. Here the costs are not set in advance but negotiated as opportunities arise. The seminar reviews what has made the non-trad WOM-based campaign succeed in more and more cases than with the traditional TV-based campaign.
What exactly is WOM communication? What are the WOM media? What are WOM’s plus points and what are its risks? In what situations has it succeeded and where has it failed? What is its record in being the campaign’s central organizing variable in new product intro and in high-impact ad campaigns? What is the possibility for combining these 2 options so that a compromise hybrid becomes a third option? Under what conditions will such a hybrid work better?
Program Overview
Module 1: The origin: WOM for advertising message crafting and communication media selection
· What a WOM message can do
· What WOM media are available and how to get at their most effective mix
Module 2: From advertising to marketing: the WOM-led marketing campaign
· The traditional marketing campaign: tri-media, TV-driven marketing mix
· The non-traditional marketing campaign: WOM-led marketing mix
· When traditional; when non-traditional?
· What about part traditional and part non-traditional: a “hybrid” marketing campaign
Case examples from the following product/service categories:
· Airlines
· Automobile
· Fast food
· Feminine wash
· Personal computers
· Telecom: SMS, voice calls, VASs
Who should attend: Marketing managers, Store managers, Ad & promo managers, Sales managers, Research Managers, Ad agency account planners, Event agency managers, PR managers, BTL agency managers, Product development managers, R&D managers, Finance & accounting managers, Production managers.
About the Speaker:
NED ROBERTO, Ph. D., Vice Chairman and Chief Insight Adviser
Author of 10 bestselling marketing books, former professor of the Asian Institute of Management, co-author of Philip Kotler in Social Marketing, MBA and Ph. D. from Northwestern University, conducted marketing workshops all over the world, recipient of the Agora award & AME’s Lifetime Achievement Award
1-day Course Investment Fee:
Early bird rate if paid until March 19, 2008 : Php 5,888 + VAT
Regular rate if paid until April 4, 2008 : Php 6,888 + VAT
Onsite rate if paid starting April 7, 2008 onwards : Php 7,888 + VAT
Inquire about our BLUE OCEAN STRATEGY and other in-house seminars, one-on-one marketing coaching services, big idea services and our six-month marketing and sales certification program. Look for Chiqui Escareal-Go, Managing Director at 0920-922-3732 or email us at info@mansmith.net.
For reservations, special discounts, complete 2008 schedule of seminars, course outlines, group discounts and other inquiries, please visit www.mansmith.net, email info@mansmith.net or call Alice Torres at telefax nos. (02) 722-2318 / 727-7142.
