THINK DIFFERENTLY. SEE THINGS DIFFERENTLY. DO THINGS DIFFERENTLY.

Marketing Innovation

Marketing Innovation:
Developing Winning Marketing Mix Alternatives
By Josiah Go
 

Marketers need to avoid herding-like mentality, looking and behaving similar to competition. They need to stop benchmarking and start using a new lens to look at their value proposition and marketing mix. Packed with over 100 international examples carefully curated to inspire participants to learn from other industries and create their own innovationthe perfect seminar for brands suffering from “cut-and-paste” tactics

A must for all marketing and sales practitioners.

Benefits to Participants

  • Understand how to reframe value
  • Create new ideas on demand 

Benefits to Company

  • Bring practical marketing toolkit to apply to real-world challenges and barriers methodically
  • Empower subordinates with framework instead of leaving them to chance

 
Key Topics to Cover:
Day 1 (9am - 5pm)
9:00 – 10:00am Introduction to Marketing Innovation

  • Marrying the 3Cs of marketing to the 2 elements of innovation (You will have a 5 x 10 Marketing Alternative Grid)
  • Case: Creating a new crusade
  • What’s wrong with traditional strategic planning and how to reframe stratplan questions with new paradigm?
  • “SCENIC” innovation acronym
  • 5 ways to find marketing innovation (and 5 key questions to ask)
  • Cases from furniture, training, and restaurants
  • Exercise: Applying lessons from airlines, transport app, medical lab, gasoline stations, charity to restaurant innovation

10:15 – 12:00nn Innovating your Value Proposition

  • What’s the function of product?
  • What marketing is not! (The number mistake in understanding marketing)     
  • 20 value proposition and 25 price proposition options to choose from
  • 2 indispensable roles of value proposition
  • Product innovation cases from detergent, health care, consumer electronics, coffee, fast food, paper products, brandy, eye wear, bikes, soft drinks, soup, ice cream, restaurant, razor, appliances, printing, computers, backpack, personal care, oral hygiene care, detergent, automotive
  • Service innovation cases from IT service, airlines, theme parks, payment service, medical care, entertainment, wet market, water service
  • Pricing innovation from airlines, online store, BTB, hotel, appliances
  • 2 LEGS Framework: Finding Consumer Insight and Big Idea
  • Quick Exercise

1:00 – 1:45pm Innovating your Channel

  • Channel as the 3rd component of your business model
  • Some channel models to remember
  • P.O.P. Sales Building Model framework
  • Using channel to fight market leader (gaining more market shares at less cost)
  • Account-specific campaigns
  • Cases from cross merchandising, converting BTC to BTB channel, limiting your distribution, direct sales, vending machine and fighting supermarket as a late entrant challenger (Nope, not online)
  • Quick Exercise

1:45 – 2:30pm Innovating your Advertising, and PR Awareness

  • What’s your big idea? 7 criteria to qualify for big idea
  • 3 roles of advertising
  • How pharmaceutical med reps can improve their brand awareness goal
  • Understanding love story
  • Amplifying your message
  • Generating buzz
  • Using gross advertising effectively
  • Making competition advertise for you
  • Creating a mega brand via collaboration  
  • Cases from supermarket, electronic games, delivery, furniture retailing and collaboration of automotive, appliances, beer, personal care and travel agency
  • Quick Exercise

2:30 – 3:45pm Innovating your Digital Effort

  • Understanding 3 major paths to consumers
  • Cases from hair care, furniture retail, camera, pharmaceutical and banking
  • Quick Exercise

4:00 – 5:00am Innovating your Sales Promotions

  • Are you guilty of the three biggest “cut-and-paste” promo repetition ever? The traps of price off, bundling, and trade discount
  • What a 5-Star great sales promo look like (sales promo can be used strategically, and not just tactically)
  • Cases in airlines, baby products, hotel, fast food, furniture, and mining (Yes, mining companies can launch sales promo too!)
  • Quick Exercise
Day 2 (9am - 5pm)
9:00 – 9:10am Summary of Day 1
9:10 – 9:50am Innovating your Selling Effort
·         Using technology for speed, security, cost-savings and convenience
·         Cases in solar services
·         Quick Exercise
9:50-10:20am Innovating for Social Change
·         Cases in feeding, biking, board game, chocolates and laundry care
·         How to promote an advocacy, change behavior of citizens, reduce electrical consumption, launch a school drive, or make people more nationalistic
·         Quick Exercise
10:35-11:20am Social Innovation Using Digital APP
·         Monitoring politicians during elections, sports events, pharmaceutical, assisting the mute, and preventing women violence
·         Quick Exercise
11:20 – 12:00nn Putting it all together
·         Field workout
·         Integrated cases
·         Lessons from footwear and premium bed (or work on your actual case and avail of free consulting while in the seminar)
1:00 – 5:00pm  Presentation and critique of marketing innovation cases
 
Target market
·         Marketing managers, promotions manager, brand management team, agency service providers
·         Sales managers, trade marketers, key account managers
Entrepreneurs who want to stand out versus bigger competition

JLG gold 1x1.jpgABOUT THE INDUSTRY EXPERT
JOSIAH GO
Chairman and Chief Innovation Strategist
 

Record-breaking, bestselling author Josiah Go is the Chairman of Mansmith and Fielders, Inc. (the leading marketing and sales training company in the Philippines), and Chairman of Waters Philippines (the market leader in the direct selling of premium home water purifiers in the Philippines). He is Chairman / Vice Chairman / Director of over a dozen companies.

 Known as one of the Philippines’ most respected marketing gurus, he is the most awarded business educator of the Philippines having been recognized as one of the Agora Awardees in 1994, one of the Ten Outstanding Young Men (TOYM) of the Philippines in 2001, one of the Ten Outstanding Young Persons (TOYP) of the World in 2002 (the 1st and only Filipino in Business Education given by JCI International by far), and one of only two Lifetime Achievement Awardees by the Association of Marketing Educators (2007), the youngest marketing educator to be bestowed this honor. He was also given the Brand Leadership Award during the World Brand Congress in India (2009). His accomplishments was recognized by the international community where he has been included in the 10th edition of the International Who’s Who of Intellectuals (England).

He is also the first Filipino to have completed the Blue Ocean Strategy qualification process in Insead, France and is the first in Southeast Asia to have taught this as a 3-unit, full semester course in a university.  His current interests include Market-Driving Strategies, Innovation, Profit Strategy and Innopreneurship.

A bestselling author with 16 marketing books, Josiah has taught at the De La Salle and Ateneo Universities as well. He is an Executive Scholar of the Kellogg Business School (in Marketing and Sales Management) as well as the MIT Sloan (in Strategy and Innovation). He also took advance marketing programs at Wharton, Harvard and at the London Business School.  His industry affiliations include being National President of the Philippine Marketing Association (1991), Chairman of the Direct Selling Association of the Philippines (2002), National President of the Association of Marketing Educators (2004-2005). Most recently, he is founding Chairman of White Space Club International. An entrepreneur and marketing practitioner, he continues to be involved in various advocacies aimed at youth empowerment, innovation and entrepreneurship namely, the Young Market Masters Awards (YMMA), Mansmith Innovation Awards, Day 8 Business Academy, Jeremiah Fund, Marketing Educators' Training, and the MarkProf Foundation.