WRITE MARKETING STRATEGY
SEMINAR
Free discussion material for a two to three day college-level
seminar on basic Marketing Strategy. Five articles address
why reasonably successful brands get stuck and present two proven-effective ways to
turn around the situation. Nine free marketing plans illustrate the
principles.
For a full blown live example of
the strategic, positioning, creative and media principles discussed in the
seminar, use The Fast Sell as a
companion piece. (Requires Flash 6.0 and speakers.)
Suggested discussion schedule:
Lesson Plan For Advertising - Part I:
Turnaround Ideas
Reasons why sales of successful brands falter.
Fundamental Human Resistance to
Change.
Lesson Plan for Advertising - Part II:
Consumer Turnaround
Section 1. Ego-Positioning:
Learn how Features & Benefits promotion may
appeal to the Human Ego but over time can encounter stiff resistance from the Human Id.
Section 2. Id-Positioning:
Identifies and defuses persistent consumer "Yeah, buts..." or Id-Factors and can give the Ego time to buy. Six examples. Discussion guide.
Lesson Plan for Advertising - Part III:
Corporate Turnaround
Section 1. Turf
Wars: Corporate Turf wars can often hobble good advertising ideas and marketing strategies that require a change in operations.
Recognize the phenomenon then proceed to Pull Up Turf!
Section 2. Pull Up
Turf: A bold marketing initiative can settle internal
turf wars by focusing warring factions on a common goal. Five case histories. Discussion guide.
The instructor is free to use the nine free
marketing plans given. Attribution requested. Students should be encouraged to
apply the principles outlined to their own marketing strategy projects.
For further information, call Peter Burkhard
(407) 895-3092 or email peter@burkhardworks.com
