Marketing and customer collaboration for information services

"Excellent day- I learnt a lot to take back to work"

"Very interactive!"

"I really enjoyed the session... really valuable- just what I needed!"

introduction:

Amazon, Virgin and Starbucks are all well known brands, you know their identity and what to expect from them. What did they do to get that way?

Information Services frequently come under budgetary attack, and one of the most common reasons is that customers don't identify with your brand.
How do you currently communicate your range of Information Services to your clients? Do you have new services which you want to promote or a new client base to reach?

Marketing done badly is very expensive and time consuming and yet the principles of consumer goods marketing can be applied very effectively in the modern Information Centre, transforming its impact and the perception of its services.

This intensive one-day course explores the various ways you can build on your brand, raise your profile, go beyond customer satisfaction and inexpensively market your Information Service. Before you attend we'll uncover your specific needs so we can weight the course appropriately and you are invited to bring along your current marketing materials for discussion.

outcomes:

• know who your potential customers are
• learn how to identify what your customer really wants and deliver it
• understand what marketing really is and the value for Information services
• be able to segment your market so you can target them effectively
• understand how to use a marketing communication plan to best effect
• individual action plans to execute your marketing strategy

programme:

• what does your information service currently communicate to your clients
• selling the intangible - what are you really selling? and what are your clients really buying?
• components of a marketing strategy
• understand the 4Ps – product, price, place, promotion and how you'll use them
• common marketing myths exposed
• the value of techniques like :- Ansoff Matrix, Boston Matrix in determining your marketing choices
• how to segment your market to enable you to target more effectively
• key components of a marketing communication plan
• guidelines on designing marketing material
• identifying what your customer really wants
• guidelines on designing marketing material

speaker:

Ruth Sanderson , Director, Blue Pea POD

teaching style:

Course / presentations / hands on exercises

who should attend?

Knowledge and Information Managers responsible for the profile of their Information Services.

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