The workshop offers tried-and-tested takeaway techniques and focuses on four key areas:
Creating better hooks
With the right tools, anyone is able to develop ideas - not just for marketing, but on how they might approach presentations or other challenges they face in their marketing role. This section of the workshop breaks down the ideas commonly used in advertising & marketing to enable attendees to better understand what techniques their agencies are using. It will then equip attendees with a range of tools that they can use themselves or in groups to generate ideas to create new and interesting hooks.
Techniques in response
This simple guide pulls apart the design, copy and psychological techniques that are used in a wide range of advertising and marketing materials to get a better response. All the techniques shown are proven to work, with many being forgotten or simply not recognised as a way to trigger a desired human behaviour. This part of the workshop forms a handy reference tool that Marketers can keep referring back to ensure the work they are “auctioning” is working as hard as possible.
The gentle art of persuasion
This section of the workshop does a deeper dive into written copy and how through behavioural science and basic psychology copy can become a powerful tool across any geographic region to uplift response and conversion. This part of the prevention will again be a handy take-away tool for the Marketing teams to use immediately in their organizations.
Stronger briefs, smarter propositions
Top tips for crafting agency briefs and propositions that work smarter as well as tips for finding features and benefits that would be relevant to different audiences. This part of the session we find is a good refresher session and is particularly helpful for junior Marketers or for seasoned professionals to remind themselves of some of the core principles of briefing.
The workshop is interactive and includes some break-out sessions to engage the participants and as well as being informative we like to keep them fun, open and interactive to ensure your teams get the best out of each session.
09.30-12.30 Workshop (with a 15 minute break)
12.30-13.30 lunch afterwards
Participants are asked to send in (before 10 January) some of the specific challenges they are facing in their day-to-day role as well as in their markets. This will enable Julian and his team to ensure that the recommendations made across the key areas of the workshop are relevant to the attendees and give them concrete takeaways.