The first thing to know is that each workshop is customized for the needs and to the level of the people attending. When registering for a public workshop or booking one in-house, participants are requested to rate their level of knowledge on digital marketing and advertising and to submit three topics plus three specific questions or situations they need help with.
The conductor uses this information to put together exercises and case studies featuring world class brands that address what the attendees said they need to work on. There are question & answer sessions, mentoring, hands-on development, role playing, and a number of opportunities to pick the brain of someone who has been through similar situations many times over the years. The six-hour session is as immersive, collaborative, responsive, and flexible as you would expect from a coach with expertise in the interactive medium. It is not a speech. It is not a seminar. It is not a sales pitch. It’s a chance to ask questions, learn specifics, and develop an understanding of the new mindset that has now affected your clients, your audiences, and yourself.
1. Discuss how the workshop works (structure, topics, why not using slides, participation, interactivity, exercises, breaks, takeaways, certification) and the conductor’s background
2. Reveal topics submitted in advance by attendees that will form the basis of the content within the established workshop structure
3. Portray the situation in advertising and marketing these past 20 years vs. today — and the near future
a. Focus on non-targeted broadcasting, big budgets, catch phrases, big splashy brands, etc. — all the glamour over substance
b. Transition to targeted, analyzed, tested online marketing techniques
c. Go over advent of decision engines, tools, etc. to help make an informed decision
d. Explore the opportunities for moving the brand into direct contact with end consumers and forming loyal communities
e. Look at how online shopping + marketing started taking place together in the form of ratings + reviews (aka social commerce)
f. Trace social commerce turning into social networking and social media and social marketing through Friendster, MySpace, Orkut, Digg, Reddit, Slashdot, LinkedIn, Facebook, Twitter, Foursquare, Zynga, etc.
4. Examine challenges non-technical, traditionally-trained marketers think they’re going to face
(what has prevented them from exploring digital in earnest, if at all, up until now) vs. the reality
5. [First 15 min break]
6. Present series of eye-opening facts about digital that are entertaining, informative, and helpful in alleviating fears while challenging (in a good way)
7. Show famous brand case studies that are brought to life to illustrate facts just presented, to compare to traditional or stilted “digital” integrated campaigns, and to address attendees’ real world situations
8. First custom exercise (individuals)
9. Describe vision of the near future that demonstrates how technology coupled with the public’s expectations means having full access everywhere to information, content, social/professional networks, and tools will be the norm. Explain how marketing needs to adapt to life in an authentic, helpful, and utterly targeted manner — abandoning the notion of broadcasting
10. Second custom exercise (teams)
11. [30 min provided buffet lunch]
12. Discussions on submitted topics not yet addressed, and supported with prepared case studies/examples/facts/ideas
13. Insights into the minds of today’s marketing audiences. How behaviors, reactions, involvement, intentions for being online, etc affect how messages are received and interpreted. Go over history from bulletin board system to chat to web site (entitlement) days to support what the future will be like (RFID chips physically implanted in people – data transmitted to receivers that will personalize/target ads and offers wherever you are)
14. [Second 15 min break]
15. How to best approach a creative marketing challenge today through several examples
16. Third custom exercise: answering briefs (from submissions by attendees)
17. Q&A until end
18. Sum up of fallacies, opportunities and excitement about being in the business today. Leave with series of useful but fun tips on making the transition and learning the important terms and concepts. Plus how to stay on top of everything and get ahead of the clients so we can be the paid experts again
Best in Class Leave Behind
The very first thing our conductor is asked to do when he consults with or joins a large agency/company is to evaluate the existing process and documentation and then reengineer all of it to be more effective, efficient, streamlined, and sensible. The tool kit delivers you the foundation of all of that, which can be relatively easily customized for your environment and needs. It gives you a huge head start with material that has been proven to be excellent.
In addition to getting a very nice thumb drive, you will receive best-in-class process documents and templates that have been culled from some of the most successful digital ad agencies in the world.
• A rate card by discipline and deliverable (avg amount of time they should take)
• A recommended “integrated” structure for creative, accounts, planning, project management, traffic
• Project briefs geared toward the 21st century (e.g., creating communities, conversations, discussions about the brand)
• Process documentation
• Job titles and descriptions