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Brand Management & Marketing
Workshop | Brand Management & Marketing (Small Business)
Overview:
This comprehensive workshop is designed to help small business owners understand the fundamentals of brand management and marketing. It will cover key concepts, strategies, tools, and techniques to build, manage, and market a strong brand effectively.
Duration:
1 day (8 hours)
Morning Session
Session 1: Introduction to Brand Management (1.5 hours)
- Objective: Understand the basics of brand management and its importance.
- Topics:
- What is a brand?
- The importance of branding for small businesses
- Key elements of a strong brand (logo, tagline, brand colours, etc.)
- Brand identity vs. brand image
- Activities:
- Interactive lecture
- Q&A session
- Brand identity exercise
Session 2: Building Your Brand (1.5 hours)
- Objective: Learn how to create and establish a brand.
- Topics:
- Defining your brand's mission, vision, and values
- Identifying your target audience
- Crafting a compelling brand story
- Developing brand guidelines
- Activities:
- Mission and vision statement workshop
- Target audience persona creation
- Brand storytelling exercise
Lunch Break (1 hour)
Afternoon Session
Session 3: Introduction to Marketing (1 hour)
- Objective: Understand the fundamentals of marketing and its role in brand management.
- Topics:
- What is marketing?
- The marketing mix (4 Ps: Product, Price, Place, Promotion)
- The importance of a marketing plan
- Activities:
- Presentation
- Group discussion
Session 4: Developing a Marketing Strategy (1.5 hours)
- Objective: Learn how to create an effective marketing strategy.
- Topics:
- Market research and analysis
- Setting marketing goals and objectives
- Choosing the right marketing channels (social media, email marketing, content marketing, etc.)
- Budgeting for marketing activities
- Activities:
- SWOT analysis exercise
- Marketing goal-setting workshop
- Channel selection brainstorming
Session 5: Digital Marketing Essentials (1.5 hours)
- Objective: Gain an understanding of key digital marketing techniques.
- Topics:
- Social media marketing
- Content marketing
- Search engine optimization (SEO)
- Pay-per-click advertising (PPC)
- Email marketing
- Activities:
- Social media strategy workshop
- Content planning exercise
- SEO basics tutorial
Session 6: Measuring and Analyzing Marketing Efforts (1 hour)
- Objective: Learn how to measure the effectiveness of your marketing activities.
- Topics:
- Key performance indicators (KPIs) for marketing
- Tools for tracking and analyzing marketing efforts (Google Analytics, social media insights, etc.)
- Adjusting strategies based on performance data
- Activities:
- KPI selection exercise
- Hands-on demonstration of analytics tools
- Data-driven decision-making discussion
Session 7: Resources and Next Steps (30 minutes)
- Objective: Provide resources and guidance for continued learning and implementation.
- Topics:
- Recommended books, websites, and online courses
- Marketing tools and software for small businesses
- Networking and professional development opportunities
- Activities:
- Resource handout
- Q&A session
- Action plan creation
Additional Information:
- Materials Provided: Workshop slides, reading materials, list of resources, practice worksheets
- Prerequisites: No prior knowledge required
- Follow-Up Support: Access to an online forum or community for ongoing support and learning
Conclusion:
By the end of the workshop, participants will have a solid understanding of brand management and marketing principles. They will be equipped with the knowledge and tools to build a strong brand, develop effective marketing strategies, and measure their marketing efforts to ensure continuous improvement and success.