Marketing for resellers

Date: 16th June 2010
Time: 9:00 – 17:00
Location: Incisive Media Training Suite, 32-34 Broadwick Street, London, W1A 2HG
Trainer: Steve Gilroy
Price: £399 + VAT (early booking price £349 if booked before 5th May 2010)

To book your place on this course, or for more information please contact James Cooper on james.cooper@incisivemedia.com or by phone on 020 7968 4529.

What is it about?

Marketing for resellers takes a detailed look at marketing within the IT channel. To most people, including business owners, marketing means the brochures, the website, the mail-shot etc. This workshop breaks marketing down into a simple series of activities. More importantly, it shows you when and how to use the different marketing activities to maximum effect.

What will I get out of it?

In the IT channel, whether your customers are businesses or individual consumers, certain marketing activities will produce better results than others – this workshop will teach you how to identify the most appropriate type of marketing activity, and how to plan and manage the activity for maximum gain.

Programme

This one-day workshop covers the following areas:

  • Marketing basics
    What marketing is and what marketing is not. We’ll cover a basic definition of marketing and list many of the typical marketing activities that apply within the IT channel – some obvious, some not so obvious.
  • Target market and ideal customer
    This session teaches you to define in some detail your own personal definition of your target market and your ideal customer. By drilling down in to this detail, you’ll learn how best to locate leads and new prospects, the best ways of reaching or communicating with them and the messaging and marketing techniques that will reach them.
  • Awareness vs lead generation
    This session will teach you how to define specific marketing goals for each marketing activity. You’ll learn how to set specific targets and understand the speed of impact and value of different lead generation techniques.
  • Varied marketing activities – strengths and weaknesses
    In this session, you’ll look at a detailed matrix of different marketing activities and examine their strengths, weaknesses and other attributes. You’ll learn how to select appropriate activities for a range of given sales and marketing scenarios.
  • Your position, your message
    In this session, you’ll learn to score your marketing messages and language. You’ll be able to look at every piece of marketing material and evaluate it against a best practice checklist. You’ll also learn how to describe your unique or compelling selling point (USP/CSP) and look at how your customers might perceive you vs how you perceive yourself.
  • The marketing plan
    In this session, you’ll learn how to implement a simple marketing plan template and how to review and manage progress against the plan. You’ll look at how to build a plan to address specific sales or business goals, how to track return on marketing investment and how to plan and implement specific marketing campaigns that support the sales team.
  • Working with external agencies, marketing specialists and advertising buyers
    Working in marketing often means working with external designers and advertising buyers. This session will give you some tips on how to get the most out of your external suppliers, how to buy external services and how to avoid common mistakes associated with this activity.
  • Working with vendors and partners
    In the IT channel, there are many, many channel promotions, campaigns and events. This session looks at how best to work with your vendors, partners or distributors and how to leverage them to support your marketing activities.
  • Your marketing action plan
    At the end of the workshop, you’ll complete a simple scorecard and marketing action plan that will describe exactly where to focus your efforts in your own business. You’ll then be able to choose some of the tools and templates given in the workshop and apply them immediately.

    Each session involves an overview, examples, discussions, self-assessment, practice and your own action plan for success.
  • Included
    Tea/coffee, refreshments, lunch, workshop folder, action plan