What is the difference between strategy and tactics?
In this session, Peter is focusing on 3 models that all together form a strategic direction - answering the main question all businesses and brands need to ask themselves: what are we doing?
Making strategic choices is often difficult because the choices can have far-reaching consequences for a business or brand.
Suitability, feasibility and acceptability are the three criteria that Peter Sumpton is examining in this video.
Segmentation, Targeting and Positioning (STP) is one of the most commonly applied marketing models in practice.
In this session, Peter is focusing on targeting and positioning - including building a customer persona.
Everyone has a different perception of a certain product. What one person may like, another may not. This is why a positioning map is created.
In this video, Peter has prepared an example of how to best utilise a positioning map for a product, service, brand or company.
Marketing objectives are a pivotal part of a marketing strategy.
In this summary session, Peter Sumpton gives pointers on how to create a handy guide to keep as a reminder what your strategic direction is.
Businesses and brands that understand the customer journey and address their customers’ pain points, can help improve their customer experience.
The goal here is to make the process efficient and easy to navigate. In this video, Peter presents this process, breaks it down into steps and highlights the touch-points.
Extended marketing mix explained
This session, run by Peter Sumpton, is incredibly important! If you don't understand the marketing mix in detail or at all, then there is a chance that you are missing out on the key ingredients that will ensure scalable success from the ground up.
How to create a strategic content map?
No matter if you are creating content yourself or outsourcing it to an agency - the starting point is documenting the journey your customer takes on the way to doing business with you. In this video, Peter goes deeper into this subject.
The DRIP model supports the marketing communication plan.
In this video, Peter will show you how useful this model is for setting broad communication goals.
There are as many opinions on content creation as there are people.
And sometimes you just have to say 'no' to your clients when they're asking if they can 'go pink' if you know it simply will not work! This session by Peter Sumpton is all about communication and content creation, sprinkled with a pinch of repurposing.
A good marketing plan requires reflection a regular basis
Apart from that, during this workshop, Peter will walk you through making measurements for your objectives and creating your business' KPIs.
If we can't measure - we can't manage
In this session, Peter is highlighting the importance of understanding objectives and KPI's within your business in order to become a Marketing Superstar.
How do you want your clients to see you?
What is the foundation of a great marketing plan? During this short introductory session, Peter will take you to the world of celebrities to figure out who you are as a brand or business.
How to fill in the Relative Competitive Positioning worksheet
In this video tutorial, Peter uses one of the industries' examples to compile a list of competitors and position them as a market leader, challenger, follower, nicher, or innovator to give you a complete view of the market you are competing in.
How can you take advantage of opportunities after completing your SWOT analysis?
Looking outside of the business in order to find opportunities out there might come to you naturally or through some simple research. In this session, Peter Sumpton will show you how to think big as well as small - both points of view are important and shouldn't be dismissed. The sky is the limit, right?
