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This question has been answered, and points have been awarded.
Basic Marketing Workshop
Posted by Anonymous on
12/7/2012 at 9:25 AM ET
Next week I have to hold a marketing workshop. My problem is that I never ever been on any workshop and this is my first time that I'm a spekar. Do maybe any of you now some good place where I can find how to make a marketing workskop or somethin like that.
Thank you very much!
12/7/2012 at 9:54 AM
Who is the audience? What's the purpose of the workshop? What are you supposed to communicate? Why were you selected for this role?
12/7/2012 at 10:11 AM
You "have" to hold this event? On what terms? Agreed to by you when and why? How did you GET this gig? Based on what kind of knowledge, credentials, or social proof?
You might want to answer Michael's questions, all of which are rock solid, and then list no fewer than 5 and no more than 10 takeaway points that you want your audience to grasp as a result of having listened to your presentation. How long is this event? I've found that any longer than 90 minutes and people switch off, or that then enter the zone of information overload.
You also might want to bear in mind what your audience already knows. What information do you have about their current levels of comprehension and understanding of marketing? It's going to be difficult to cover the whole subject of marketing in one event: what specifically, do you want people to remember? What do people expect? How much are people being charged, and, if you're earning a fee for this event, how much content will you need to cover in order to give the feeling (for your audience) that they are receiving 10 or 100 times in value compared to the price they're paying.
12/7/2012 at 10:43 AM
If you're not completely prepared one week before your event, my best suggestion would be to cancel it if at all possible...rather than get up in front of an audience and run the risk of making a complete fool of yourself and thus destroy your reputation in front of an audience. Common sense should tell you the same thing. Get some experience - by attending a variety of workshops and seminars - before trying to step out on your own as any kind of "authority" on any subject...please, for your own sake.
12/7/2012 at 10:51 AM
Okay: a few tips.
Your first job as an organizer is to get everybody singing from the same hymnsheet, so to speak.
Usually I ask all the participants to form a circle. All chairs put to the side. This may seem untoward, believe me if you want these guys' attention, ten minutes doing this pays big dividends. There are various games you can play to break the ice and form a little cohesion in the group. Take a soft ball and throw it gently to someone. They must then pass it on to someone else. It sounds stupid - it does work. Especially with the academic types, with them you do need some firmness as they are not the most playful creatures. Once they have the idea, you can add another ball or two (beanbags are also good). You can also pass these around the circle - sometimes in two directions at a time.
So what is all this about? Marketing at its most essential is communication. Throwing a ball to someone else is a metaphor for them sending messages to each other. It is also quite likely to be unexpected. You don't need to spend more than ten minutes doing this.
As Gary says, work out what you want to say and itemize them. There is one thing I will warn you about. Sometimes they will grasp what you have to say quickly - and so you need backup ideas to take your thoughts further. There are times when the concepts sail across the top of their heads. This is when you only need the first one or two of your points - but you have to make sure you go into them in far more detail.
If people are suffering from "overload" a good tip from a copywriter is to tell a story. When people listen to a story they do switch off. Well, when they need to switch off, a story will communicate an idea as well as anything else. Now when I say "story" I mean a tale from your experience that fits into the theme of your workshop. When you feel them surfacing again, you can re-direct your thoughts to conveying information again.
Do watch the clock at breaktimes, don't leave them in a state of tension otherwise things might happen that you don't intend. Nor do their tummies digest so well if they are too keyed up. You can whip up the enthusiasm at the end if you like - if they have any that is - and let them go home enthusing.
Hope this helps! Moriarty
12/7/2012 at 5:40 PM
maybe this site will help you keep it simple, as an overview:
12/7/2012 at 6:04 PM
Is it an option for you to hire a speaker with credentials/marketing experience? That would be the best solution.
12/7/2012 at 6:51 PM
putting it simply, marketing is about communication. Work on that.
You need to cover:
(1) finding out who their clients are. This is trivial yet it is essential because most companies don't do it. Find their interests and who and where they are. Because speaking your client's language is fundamental to good marketing.
(2) Finding possibilities in the market place.
(3) Keep your audiences interested by telling stories and keeping your wording simple.
(4) IMPORTANT - building lists of customers on paper and electronically through email.
Each one of those should be enough for an hour.
Believe me, you have enough on this page to put you in the top 10% of marketers worldwide. Forget your internship - if you can understand half of this, you are half way there already. M
As an aside, are there any marketers in Croatia who would help? I live in the Netherlands and my work focusses on Asia because the Dutch are still banging the rocks together and I simply don't have time to bother rousing them from their slumber.
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