Experiential Marketing
Whyze Group is the only firm sponsored by the American Marketing Association to deliver national workshops on how market researchers can increase their influence and value to corporate innovation initiatives. We conduct these and other innovation workshops at client sites as well.
The success of marketers and marketing researchers in experiential marketing initiatives depends on level of support from of other functional leaders within their organizations. Whyze Group’s training modules are designed to augment classical marketing and research education with practical skills needed to build strong internal relationships and advance marketing’s agenda. They integrate key concepts related to experiential marketing, change management and communication in highly engaging, interactive forums.
The emphasis is on developing skills for building organizational support that can be applied immediately. Case studies and workshop discussions of real-world issues faced every day by marketers are used to illustrate key points.
Workshop 1: Influencing Innovation and Organizational Change with Market Intelligence
Fierce global competition and rapid change require organizations to become better connected to their markets and quicker to adapt. In this workshop, participants will learn how to leverage market intelligence to initiate profitable change. “Fact-based decision making” will be re-examined as a process that must evoke a new and vivid “gut feel” among decision makers. Participants will learn how to use data from inside and outside the organization to develop ROI projections that compel organizational alignment and commitment to profitable change. This workshop integrates concepts from marketing management and research, strategic planning, innovation, military intelligence, knowledge management and organizational change. Case studies will be used to demonstrate key concepts
Workshop 2: Secondary Research: Launchpad for Innovation
Existing information, including the knowledge and beliefs of decision makers in the organization, fuels the majority of marketing decisions. This workshop will show participants how to obtain and combine existing information in ways that powerfully influence executives’ perspectives on innovation and strategy. Participants will acquire basic skills for identifying critically needed information outside the existing marketing knowledge base, identifying best available data sources, processing information into insight, and delivering it in ways that influence strategy and policy decision-makers.
Feedback from participants:
I learned a new approach to “influencing” and how to package the big picture/bottom line message with it.”
“The case studies were excellent!”
“Great information on how to present ideas to management.”
“I liked the “mental model” discussion.”
“It helps me clarify my goals and how to achieve them.”
“Excellent integration of tools to influence my company to change their approach to sales and marketing.”
“Best workshop yet.”
“Just what I needed!”
“Jason used his own business experiences in a very understandable and relevant manner.”
“I really enjoyed this course and feel more informed about secondary research and effective presentations.”
“This was an excellent way of prioritizing how to determine what research projects to take on and what ones do not make business sense.”