Marketing Workshops
Which is why Essence has developed a range of training sessions focussed around the three key aspects of:
The most common workshop Essence delivers is the Brand Vision Workshop which is a group workshop aimed at developing the Brand Positioning Statement, Brand Pyramid (including the Brand Essence) and list of marketing implications ands actions moving forward. Our experience suggests that high functioning management teams want recommendations - but ones that are actually measurable, actionable, and that will work. At Essence our goal is to help clients of all sizes simplify their approach and move forward. And we do this by bringing a team along in our workshops, and delivering strategically sound, action oriented and outcome specific solutions. The particular skill of Essence is the combination of theoretical models of marketing with practical experience and sensitivity. We facilitate a large number of workshops and strategy meetings for a range of clients, and are focussed on getting agreement and forward direction from disparate members of a team. The Brand Vision Workshop in particular is an excellent process that condenses the key aspects of the brand into a few words that everyone can aspire to, and then list the priorities or actions required as a result. Sue Norman, Director of UCA Funds Management said of the Brand Vision Workshop she completed with Essence ‘Penny has superb skills as a facilitator, which was evident in the workshop she conducted for senior management. She enthused and invigorated the participants and led us in a disciplined and structured process which resulted, somewhat to our collective surprise, in a robust brand essence’. Workshops are generally tailor-made for clients, but can encompass a variety of areas relevant to marketing issues. In the last 12 months for example, Penny has conducted over twenty Brand Vision Workshops and a range of internal marketing and training sessions from 'Understanding Generational Conflict in the Workplace' for power giant AGL, to 'The 6 Key Trends Every Marketer Needs to Know' for Adelaide Marketing Week, to a purpose-built training seminar on incoming changes to Maternal Child Health Nurses for Monash City Council. Other workshop topics are as follows:
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There has never been a more challenging time to be considering marketing direction given the global economy, and an increasingly busy and time pressured target audience with many options and choices of how to spend limited resources! We certainly find that those organisations that take a proactive approach to their strategic marketing communications planning and implementation fare better than those who are reactive.
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